Local SEO Guide for Roofing Companies

Local SEO for Roofers

What is Local SEO for Roofers?

Local SEO for roofers is the process of optimizing a roofing website and general web presence for one or more specific locations. Typically, the practice focuses on Google Maps rankings via Google My Business profiles.

Local SEO Listings

Local SEO Benefits for Roofing Contractors

Like SEO for roofers, in general, local SEO evolves with each passing algorithm update. Techniques that worked well in 2020 no longer apply in 2021. Roofers must adjust to the new criteria to maintain or acquire top local map rankings. If you are asking yourself the right questions, we applaud you because you are obviously mindful that search engine algorithm changes are constant and marketing trends are ever-shifting.

Consider yourself one step ahead of most business owners. Still, asking questions won’t be quite enough to keep you ahead of the pack. Today Roofing Webmasters presents you with the definitive guide to local SEO for roofers in 2021. We will analyze the latest search trends, ranking factor changes, and more to help you pivot your local SEO strategy and dominate the rankings. 

Local SEO Ranking Factors for 2021

Certain ranking factors are used to tell Google and other search engines how high to rank your website on local searches. So, for example, let’s say someone searches “roofers near Baltimore.” If you are a roofer operating in the Baltimore area, your website might show up on that search. 

But how high it appears (and if it even appears at all) will depend on certain criteria or “ranking factors.” And studies prove that you want to be ranked as high as you possibly can on search engine results pages because the top 3 search engine results hog 75% of all clicks

If your website is ranking outside of the top three, you only have a 25% of getting a click. And this number gets exponentially lower the lower your ranking gets. So here is what is affecting local SEO for roofers in 2021:

Google My Business

Google My Business signals are still some of the most important for local SEO. Ensuring that your business is listed on GMB with quality information and photos will help you break into the local 3 pack. And the local 3 pack appears as the top result in an astounding 93% of local searches. You can optimize your GMB listing with unique photos, up-to-date information, and Google Posts. Make sure you list your website URL on your listing, as it can influence the ranking of the listing on the local map pack.

NAP Citations

NAP stands for name, address, and phone number. While the influence of NAP consistency is overblown, the presence of citations remains a vital part of local optimization. Google and other search engines can validate your business by scanning for citations. The best roofing company citations come from niche directories or major platforms like Yelp, Facebook, and HomeAdvisor. Once again, ensure your website URL links to each listing as they build link equity for your website and help SEO.


Of course, reviews are still a factor in 2021. In fact, reviews make up 16% of all the ranking signals for local searches. It would help if you were prioritizing Google reviews in particular. And you can do that by getting your Google review link and sharing it with as many of your customers as you can. But data also suggests that Google takes into account Yelp reviews as well. Many roofers struggle with acquiring consistent reviews, which is why investing in a software solution like BrandREVU can change the direction of your business and finances in 2021.

Local Keyword Research for Roofing Contractors

Keywords with local intent are the ones most targeted in local SEO campaigns. For example, any query with the near me modifier qualifies as a local keyword. Similarly, any phrase with a city name or state abbreviation signals to search engines that the search is local. While most keyword research tools fail to provide precise search volume for local keywords, you can use Google Search Console to monitor impressions.

Longtail Keywords

Now that we know a bit about what is affecting rankings for local SEO for roofers, it’s time to start optimizing. The first place you should be looking at is your keyword list. If you haven’t looked at or updated your keyword list in a year, we don’t blame you. The fact is that the list doesn’t change much when it comes to niche keywords

But they are still a very relevant ranking factor and one of the easiest things to optimize for. If you have not utilized longtail local keywords for your business, you may be missing out big time. They’re like a shortcut for organic SEO. 

What is a longtail local keyword, you ask? Here’s an example: shingle replacement in Kansas City, Missouri. There are three things to notice here.

  1. The name of the service. In this case, it’s “shingle replacement.”
  2. The name of a specific city and state. In this case, they are “Kansas City, Missouri.”

Using a local longtail keyword can help you narrow in on specific areas that you service and services you offer. These tend to be lower competition keywords, so they are easier to rank for. Make sure you are utilizing them in 2021. 

Voice Search Keywords

Have you ever used your phone’s voice recognition function to perform an online search? If so, then you are one of a third of Americans who do so regularly. Recent data shows that a 3rd of Americans report using the voice search function at least once a month. And that number is set to hit 5 billion people worldwide this year. 

The point is that voice searching is on the rise. So how is that relevant to local SEO for roofers? It is marking a change in keyword usage. Whereas traditional typed searches were terse and omitted certain articles and conjunctions (i.e., roof replacement Tampa instead of roof replacement in Tampa), voice searches are longer and more conversational. 

You can leverage this growing trend in 2021. In addition to longtail local keywords, start targeting longer conversational key phrases. For example, a person conducting a voice search may say something like, “who is the most affordable roofer in my area.” This is fertile ground. You can start utilizing phrases that incorporate “most affordable roofer” and “affordable roofer in my area” just as a start. 

Voice Search for Roofers Graphic

Local Link Building for Roofers

For many contractors, link building for roofers is a mystery. But as a roofer operating locally, you have an advantage. That’s because you can reach out to people that you actually already know and work within your community for backlink opportunities. Think about all the material suppliers, hardware stores, wholesalers, general contractors, and neighboring businesses you know. These are all potential for building links to your site. Here are some tips for building local backlinks:

Business Networking

Networking can earn your business natural links from nearby businesses. For example, realtors in your service area may need to recommend a roofing company on their website. There’s no reason why that company should not be yours, which can help you with local SEO and business referrals. 

Link Outreach

Before you start cold emailing and calling businesses in your area, take a look at their website. Determine which page a link to your website would make the most sense, and use that info in your proposal. Only build links that help website users. Unnatural links can get your website penalized.

Chambers of Commerce

This is an easy one. Your local chamber of commerce is clamoring to list your business if it isn’t already. Make sure you register with the chambers of commerce in all the areas you service and that they include a link to your site on theirs. 

Local Sponsorships

Sponsoring events like Little League games and charity events is a great way to get your name out there. It’s also a great way to build your backlink profile. Sponsor a local event and make sure to request a link on their website.

NoFollow Roofing Link

Organic SEO for Local Roofers

With all the new emphasis on certain SEO aspects, it can be easy to forget that organic SEO is still a huge ranking factor in 2021. While Google Maps rankings are certainly vital, you must still rank for local queries on traditional organic results. Sure, pay-per-click ads can help you, but Google prioritizes quality organic ranking signals more and more.

This means that you should double down on your content marketing efforts like blogging and video content creation. You should be providing your visitors with something of substance and value. You should make sure that all of your content is well-written and readable by actual humans. 

Your website should have an easily navigable architecture, and there should be no dead links on it or on the websites that link to your page. 

Ebooks and white papers are still good commodities to drive traffic to your website and establish your company as an authority. Of course, ensuring you strike a good balance between stellar reviews and good reviews is still essential to local SEO for roofers. 

Local SEO for Roofers in 4 Steps

Local SEO Services for Roofers 

Roofing Webmasters provides local SEO services for roofers. Aside from successfully launching SEO campaigns for hundreds of roofers, we also provide the top local SEO software on the market. DataPins helps roofers perform jobsite check-ins which are then published to the corresponding web page. As you validate services and service areas, you begin seeing ranking improvements on Google Maps and Google Search.

Posted: | Updated: Aug 24, 2021 | Categories: Local SEO, SEO |