The Importance of Content
Building an online presence for your roofing company is challenging. You need a website of course, but that alone will not be enough to rank high on Google. To separate yourself from competitors, you need high quality content. Google has stressed the importance of quality content in their Webmaster Guidelines. Even so, they’ve stopped short of providing explicit instructions for writing perfect website content. That’s what we’re here for.
First, you should understand why content is important to begin with. Why should you as a roofing contractor invest time, resources, and possibly money into content creation?
To put it simply; content is one of the top Google search ranking factors. It explains your company, its services, and helps consumers make informed decisions about their roofing needs. Well-written content helps brand you as a professional, authoritative leader in your industry.
To understand how to create perfect content, you first need to understand the building blocks of SEO (Search Engine Optimization) as of 2019 and how Google looks at your content.
Content Basics for Roofing Websites
When you launch a website with multiple pages, the content on each page is eventually “spidered” by Google. What Google finds when they spider your site determines where they rank each page and for what keywords. Your homepage, for example, should explain who you are, what you offer, and indicate to Google the needs of users who will want to visit your website.
10 years ago, ranking content for roofing websites was easy, as long as you knew the basics of keyword placement. Today, securing top rankings is much more competitive and requires content that meets the need of the searcher. The old way of ranking content relied on “keyword stuffing” which meant repeating a term like roofing company over and over on a single page. Today, engaging, informative, and unique content is what Google values.
Here’s what keyword stuffing looks like:
“We are a roofing company in Denver. Our Denver roofing company is the best roofing company in the Denver area. When you are need of a Denver roofing company, call us!”
While content like that no longer ranks well on Google search results, the use of keywords remains integral to SEO.
In this guide, we will explain how to properly implement keywords into your content. Keywords are the terms users search for before finding your website. If enough people search for a term or phrase on a monthly basis, it becomes considered a high volume keyword.
The text entered into the search box is known as a “query. An example of a search query is “roofing company in Denver.” Roofers in the Denver area would, of course, like to rank for this query and should include it within their content. However, it should not be spammed in the way showcased from the example above. Google considers that kind of content to be spam.
Perfect content implements all of the following and more:
- Proper Keyword Optimization
- Authoritative and Unique Material
- Enhancement such as Bold, Italics, Bullet Points and more
- Essential SEO Components such as Title Tags and Meta Descriptions
If you are ready to get started creating roofing content that ranks, we will cover all of these components and more.
Audience, Intent & Authority
The first step to writing content is to determine your target audience and their user intent. Understanding who you are addressing and what their needs are will give direction and organization to your writing.
It is often helpful to ask yourself:
- Who am I speaking to?
- What are their needs?
- What do I want them to know?
- How will I portray my message?
Focusing on user intent is not only important for user experience but it is also an indicator to Google that your content deserves to rank for the right kinds of search queries. Search engines assess how effectively you address an audience based on how they respond to and interact with your content.
Here’s how you might define a target audience:
Homeowners in my local area who need roofing services
Here’s what you might want to communicate with them:
To let homeowners know I provide residential roofing services
The challenge is portraying that message clearly and convincingly. Authority is one way Google and its users become convinced that your content is worth their while. Remember, Google’s objective is to deliver its users the website that most effectively matches their search query and meets their need. Roofers who establish themselves as authorities are often prioritized.
Establishing a target audience, researching their needs, and crafting high-quality content to communicate your services will endear your website to Google and consumers alike. Conversely, throwing something together in minutes will create disorganization and confusion.
Depth, Unique Value & User Experience
Not only do you need to have a clear purpose for your website’s content, but you also need to have depth. As time has progressed and Google’s algorithm has improved, they have constantly updated it to weed out spammy websites. One of the more recent updates was called the Panda update. This update penalized websites with shallow content.
Google wants to see a well-crafted page that covers every question a reader may have about the topic at hand. Your content should be lengthy, but that length should have true depth of knowledge, not simply fluff. Your content also needs to have
Your content also needs to have a unique value. This means not only can you absolutely never use copied or duplicated content (Google will know!), your content also needs to have a unique value.
Unique value means:
- You have a unique perspective to share about your topic
- You are presenting your information in a better format that is found anywhere else
- You are sharing information to an audience that was previously without a good source for this information
For example, if you are a roofing company in Denver, you may be presenting information that is already available online. However, you can present it from the unique perspective of your specific roofing company. You can lay the information out in a format that is easier to read, easier to navigate and across the board geared better toward your audience. You also may be presenting pages that do not exist in your area on specific roofing types, adding unique value to those pages.
Ultimately all of your online content should be geared towards the user experience. It should be easy to follow. Simple to navigate (this is where your content and design plan overlap). And it should ultimately lead your visitors to convert to leads that in turn convert to sales. One of the simplest ways to create better leads is to have a website that readily presents what you do to a visitor.
The Nuts & Bolts of SEO
Once you have established your audience, organized your proposed content and created a unique perspective and value for your content, you can focus on the nuts and bolts of SEO. This is where all of the following comes into play:
- Keyword Optimization
- Headings (H Tags)
- Meta Descriptions
- SEO Titles (Title Tags)
- Alt Tags
When you place keywords in your content you have to be careful to not stuff your content with them but to also retain enough for Google to understand what your page is about. As Google’s algorithm has improved, their ability to detect related keywords has also increased. In fact, Google wants to see not only the same keyword repeated but also related ideas. For example, a page about “Shingle Roofing” should also cover related topics like Composition Shingles, Asphalt Shingles and more. It should include related verbs also such as repairs, installation, and maintenance.
The art of placing enough keywords in your page combined with your city without overdoing it is the difference between a well-crafted page and a spammy page. Ultimately, your page should be written with the audience in mind and the keywords should naturally flow into the content.
Headings: H Tags
Your copy should include the use of headings, which are called H tags. These are important indicators to Google of what your page covers. They also act as a visual cue for your readers so they can more easily scan your content. Your page should always have one Heading 1 or H1 and a variety of H2’s and H3’s depending on the length of the page.
Meta Descriptions and SEO Titles (Title Tags)
Your SEO title, or title tag, is one of the most important components of your content’s SEO. This title tag tells Google what the page should be about and also shows up to users when they find you in a search. When you type a search into Google and you read through the results you will see a title tag and meta description listed for the results. For example, the results page might say:
City Roofing Company | Roofing Contractor
Our Roofing Company in City is the best company to choose for superior service. Contact our Roofing Contractor today at 888.888.8888.
The first component of this is the SEO Title and when you write your SEO title you need to use the most important keywords for that page. For your home page, this will be your primary keywords. For your interior pages, this will be your secondary keywords.
Your meta description is a quick call to action and should include your keywords found in your SEO title. This content is some of the most important to your ability to succeed online. A poorly written SEO title or meta description can ruin your chances of optimization.
Title tags length: 50-60 characters
Meta Description length: approx. 155 characters
Alt Tags & Hyperlinks
Finally, you should also include alt tags and hyperlinks on your pages. Alt tags are a description that you attach to your images. This description is an important place for keywords, but those keywords need to actually match the image at hand.
Hyperlinks refer to adding links to the words in your content that take your reader to a related page. You can link to internal pages on your own site, or externally. Ultimately, your hyperlinks need to be useful to your reader.
Enhancing Your Content
Not only does your content need to be clear, easy to follow and contain all the critical components of SEO to succeed, it also must be enhanced. Enhancing your content does two things:
1. Makes it more appealing for your reader
2. Makes it more favorable in the eyes of Google leading to higher rankings
So how do you enhance your content? The following are all things you should include on every page to create a better reading experience:
- Bold & Italics
- Bullet Points
- Numbered Lists
When it comes to enhancing your content, think of it from your own personal perspective. Would you rather read one giant block of text or will you be more drawn to digest diverse content that provides images, breaking points and easy to follow lists?
Ultimately Google’s goal is to send its users to a website that answers their questions, provides useful information and is geared toward the reader. All content should be written with the reader in mind, not simply for optimization purposes.
Editing & Final Touches
Once you have put together all the pieces and constructed your outstanding content, you must perfect it through editing and final touches. Read back through every word you wrote and ensure it all flows properly and is easy to follow.
Watch out for all the following:
- Sentence Length (Google favors shorter, easier to digest sentences)
- Ease of Understanding
If you are writing your own content it is not a bad idea to have someone else read over it before it ever goes live. This allows you to catch things that seemed logical to you, but are difficult for another reader to understand.
Once you have added your final touches, it is time to publish and watch your perfect content rise to the top.
Marketing Your Content
After writing great content for your roofing company website, your work is not done. To reach the most possible users, content should be marketed through various channels. In fact, content marketing is its own subject altogether.
The goal of content marketing is to create more visibility, build links, and brand your company throughout all corners of the web. Blog posts are often the best content-type to market because they can be published on social media networks such as Facebook and LinkedIn.
Not every page of content is going to go “viral.” In fact, in the case of roofing contractors, very few of them will. But remember that reach and visibility are both relative to the competition. If you can generate more traffic than the next best roofer in your service area, you are winning that battle, and securing the highest possible ranking.
In summation, content is not a simple case of throwing words up and hoping for the best. To construct perfect content you must dedicate hours of research, writing, implementation of proper SEO tactics and more!
That is why our team is comprised of a number of professional writers with an editor on staff to ensure every single page of content is truly perfect. If you do not perfect your content, you cannot succeed long term on the internet.
Over the years we have learned exactly what the key ingredients are for the perfect page and the exact way to implement those ingredients. Like constructing a home if you skip a single step of building the foundation, putting together the frame and finally adding all the final features, your home will be shoddy at best.
Don’t settle for second best when it comes to your web presence. We run into business owners across the country every single day that simply do not have the time, resources or skills necessary to construct perfect content. We know that your priority is running your business. That is where our team can come into play. We will build your website and fill it with carefully created content.
Tired of watching your competitors beat you out online? Talk to our outstanding team today. Call (800) 353-5758 to discuss all of your content needs in 2019.