Keywords have always been the buzzword in SEO. There are tools developed specifically to research their volume, competition, and difficulty. Oftentimes marketers hang their hats on the ability to identify high opportunity keywords for small businesses like roofing companies. At Roofing Webmasters, we are dedicated to optimizing our clients for an extensive list of roofing keywords. But our services go far beyond sticking the same term over and over again on a page. We also utilize LSI keywords for semantic search purposes which is a fancy way of saying that you will rank higher for topically relevant search queries due to a well defined context.
As a roofing contractor, you are probably already aware of some of the main keywords you should be targeting. If your website targets those terms but fails to rank for them, the problem could be either the terms themselves or their placement. To understand which is the culprit would require a full SEO audit of your website. The problem could be rooted in design and coding or it could be a matter of poorly written content that violates Google’s Quality Guidelines. In other cases, the problem clearly a lack of understanding about keyword volume and opportunity, particularly relative to your local service area.
Keyword Placement vs Keyword Stuffing
SEO for roofers, is a dependent concept. Because the search engine for which your website is optimized for is constantly evolving, the ideal optimization methods are similarly dynamic. One example of this ambiguity is keyword placement. Just ten years ago, stuffing keywords in your on-page content could earn you top results on Google SERPs. Today, keyword stuffing is considered manipulative and will actually hurt your ranking position on those same SERPs. Roofing Webmasters focuses on keyword placement to keep pace with Google’s initiative to enhance user experience. Our keyword placement strategy consists of:
- Context Consideration: Terms and phrases are only used in the context of the page topic
- Natural Integration: Keywords are only used within the flow of the on-page content
- Placement Diversity: Keywords are placed in titles, headers, and meta descriptions
- Traffic Relevance: Terms and phrases are placed to attract only relevant traffic
In any industry, when something is done so frequently for so long, it becomes a hard habit to break. This is no different in the world of search engine optimization. Marketing companies have been using antiquated keyword strategies for years, despite the very public request of Google to improve user experience and adapt to new consumer behaviors. Roofing Webmasters will help you stay ahead of the curve with our content marketing and keyword placement services. We ensure that search engines understand the topic of your pages without hindering readability of its users.
Where To Place Roofer Keywords
Keyword stuffing, by and large, occurs within the body content of a page, also known as paragraph text. Eliminating this tactic from your content marketing operation is a great first step, but you also must learn about other spots to place appropriate keywords. As is the case with paragraph text, keywords should only be placed within the natural flow of the content, and in a way that enhances, rather than hinders, user experience. Other areas to implement keywords include:
- Header Tags: H1’s and H2’s, in particular, should contain primary and secondary keywords
- Image Alt Text: Including the target keyword within its corresponding image alt text is best SEO practice
- Meta Descriptions: It’s best to use your primary term once within a meta description
- Title Tags: Your title is one of the best places to use a keyword
Make no mistake, stuffing is not limited to paragraph text, it is just most rampant in that area. Stuffing terms and phrases in any of the places mentioned above will hurt overall SEO. Before making any changes to your content, it’s good to ask the question “does this enhance or hinder readability and user experience?” If the answer is the former, you are on the right track. If the latter, you should abort the operation. Google is getting more sophisticated with each algorithm update, inching closer to gauging user intent most precisely. Roofing companies will have to keep pace with the placement of keywords.
The Roofing Webmasters Advantage
If your website is failing to meet expectations for 2019, the time is now to make a change. It’s very likely that your current marketing company is using antiquated SEO tactics which are now considered “black-hat” by search engines. In other words, manipulation breeds lower rankings, and lower rankings produces a loss in ROI. This a nightmare scenario for roofing contractors whose very objective for having internet marketing is to generate leads and increase revenue.
Roofing Webmasters is the ideal choice for companies looking to grow their online presence this year. We focus specifically on your industry so that we know what your target audience looks for out of a web page. We are also ahead of the curve on many SEO trends, most notably keyword placement. The concept of keyword stuffing is obsolete, and is now considered black-hat SEO. We refrain from its usage at all times, and instead place terms and phrases naturally within the flow of your well-written content, improving readability and enhancing user experience.