On-page SEO is the place to start when optimizing a roofing company website. It is the easiest form of SEO to understand because it involves only tasks that can be performed on a webpage itself, rather than those that require external influence. The two primary on-page elements are content and HTML (source code). When using a Content Management System like WordPress, these elements can often be altered simultaneously. Although SEO for roofing companies expands beyond local (on-site) web pages, we will be focusing on the on-page portion of the process. Like any form of digital marketing, on-page SEO has evolved over the past decade due to Google’s continuing refinement of their search engine algorithm. Still, the basics of on-page SEO remain unchanged:
- Image Alt Text
- Title / Header / Meta Tags
Google considers more than on-page optimization when ranking a page, but there are distinct characteristics of a page that Google looks for. In a general sense, Google is looking for pages that satisfy user intent. When someone searches for roofing repair in Seattle, they are expecting to find a business that proves it or an article that explains it. A more specific query like roof repair company in Seattle should eliminate results that are articles explaining the process and only present pages for companies who offers services in Seattle. HTML elements such as the title tag, header tags, and meta description help demonstrate to Google that the page does satisfy intent. A logical URL structure also assists in establishing pages as relevant.
On-Page Optimization Steps for Roofers
Content is the reason why visitors come to a page. In the case of roofing company websites, pages should be crafted around specific services you offer. Most roofing companies rank primarily for their homepage, so yours will want to target a keyword that covers the widest range of what your service represents. For example, Roofer in Seattle or Roofing Services in San Diego would be ideal title tags for local roofing website homepages. Headers should follow the topic of the page while drilling down into subcategories. At Roofing Webmasters, we understand what it takes to write perfect content for roofing websites. The finer details are often what separates the #1 ranking page from those ranking midway through the first page.
- 1. Choose a Topic
- 2. Target a Keyword
- 3. Create a URL / Permalink (for interior pages)
- 4. Write Great Content About The Topic
- 5. Support The Content With Titles, Headers, Keyword Placement, etc.
Homepages are not the only pages that require optimization. Interior pages can also rank well on Google if properly optimized. SEO for internal pages necessitate a few extra steps. One of them is the implantation of what is known as a permalink. A permalink, sometimes known as a URL slug, is an extension of the web address to denote a specific page. While your homepage can be found at myroofingwebsite.com your internal pages would look like myroofingwebsite.com/roof-repair myroofingwebsite.com/roof-replacement and so on. Depending on how you choose to construct your URL hierarchy, you may have even more levels. An example of this would be myroofingwebsite.com/residential/repair.
URL Structure for On-Page Optimization
One of the most important factors in on-page SEO is URL optimization. Each page is represented by a URL. For roofing websites, the URL structure should mirror your services, in a hierarchical format. For example, residential roofing services would be a top level page and be represented with: www.myroofingwebsite.com/residential. Lower level pages that denote subcategories of residential roofing, for example; residential roof repair, would translate to: www.myroofingwebsite.com/residential/repair. As you can see these URL slugs are hierarchical but concise and to the point, all factors conducive to strong SEO.
Concise URL’s facilitate swift and productive crawling and indexing from Google web crawlers. If search engines understand your pages’ contents and can index them quickly, they will generate relevant traffic sooner than later. Like search engines themselves, their users prefer simple URL structures, so that they know exactly what page their on without having to read through a bunch of stop words like the, and, of, etc. If a website URL read: www.myroofingwebsite.com/residential-roofing-and-repair-services, it would create a lot more complication than something as simple as www.myroofingwebsite.com/residential.