Building links for roofing company websites is one of the more under the radar SEO tactics. Part of the reason is because link building can be used as a black hat or white strategy. Black hat activity refers to manipulation of the search algorithm. Some link building is done for this very reason while other kinds of link building is done legitimately to improve trust in your domain. This kind of link building tends to happen naturally through content creation and networking. Google sees topically relevant links as a vote of confidence from one domain to another. Sites ranking in the top position almost always have a profile of high quality inbound links from trustworthy sources.
At Roofing Webmasters we like to think about white hat link building as earning links rather than building them. Of course our connection to the roofing industry has allowed us to be considered on of the top authorities and has given us relationships with many of the top roofing institutions in the United States. By joining Roofing Webmasters, you will have a chance to earn higher quality links than you could with a general SEO firm who would likely be outreaching to sources that are less relevant to your niche. When done properly, links can be the driving force of a roofing website.
Types of Links
Link building refers to the acquisition and creation of links both to and from your roofing company website. Links are acquired from external domains when webmasters of those respective sites publish a URL linking back to your website. Links are created both on and off of your company website. On your website, you can create links that lead to other pages on your site (internal links) or lead to external domains (outbound links). Away from your website, you can create links that lead back to your domain, with the most common platforms being business directory listings and social media profiles. Let’s review the types of links below:
- Inbound Links: URLs from external websites, leading to your own (
- Internal Links: URLs from one page of your website to another page on your website
- Outbound Links: URLs from your own website, leading to external domains
Some links are acquired and some links are created. We’ll explain shortly why links that are acquired hold more value than those that are created manually. For this reason, link building often requires earning links from authoritative 3rd party websites, a feat that can only be accomplished by publishing valuable, link-worthy content. Links formed manually are less impactful. That means links from one of your website pages, to another one of your website pages, have less impact on rankings than links from a 3rd party web page, to a page on your own website. The same can be said of links formed manually on business listings and social profiles. Call (800) 353-5758 for link building and penalty services for roofers.
Why Organic Links Hold More Value For Roofers
Because Google uses links to gauge the authority and trustworthiness of a website, those formed through manual action cannot be valued as significantly. Before 2005, webmasters would plant links to their website wherever they could. The most frequent target was blog comment sections, and the shameless promotion — and eventually downright spam — became so prominent, that it threatened the legitimacy of the blogging industry. In response to this trend, Google introduced the NoFollow tag which largely eliminated the problem by discounting NoFollow links as ranking influencers. Their tactic curtailed link spam, as planting links was no longer incentivized by Google. So what makes a link organic? See below:
- Earned: Formed by a 3rd party based on the merit of the linked content
- Followed: Does not have a NoFollow tag
- Inbound: Coming from an external domain
In 2012, Google’s Penguin update further cracked down on link schemes. The algorithm update penalized sites found to have to formed links manipulatively. While the NoFollow tag curtailed the blog comment spam tactic, new loopholes began to surface. One of the most common link schemes involved link exchanges. These were “Let’s help each other” type agreements between websites, in which each one linked to the other. Another frequently exercised strategy involved guest blogging. Webmasters of one site would write “guest posts” on a blog and blatantly link to their site on the bottom of the post. Since these links were part of the blog post itself and not the comment section, it counted as a followed link, but emulated the same self promotion that the comment spam once did. The guest post scheme was made even more obvious when these guest posters would use exact match keywords in their anchor text. Embedding a link in the text “cheap roofing services” at the end of a blog post about travel is something Google could no longer afford to ignore.
Link Penalty Recovery
Because link schemes went from highly incentivized, to blacklisted, many websites suffered major penalties as a result of Google Penguin. If your roofing company’s website was one of those, we can help you recover. Our process consists of the following:
- Step 1: Evaluate Links – SEMRush & MOZ help evaluate inbound links & respective spam scores
- Step 2: Disavow Links Tool – Utilize Google’s Disavow Links tool to distance your site from spam
- Step 3: Consider New Domain – Consider starting a website from scratch with a new website
- Step 4: Alter Link Strategies – Begin practicing proper link building / earning strategies
Sometimes it makes the most sense to start from scratch. While a full reboot will destroy any SEO your existing site had accumulated, reaching that point suggests that there isn’t enough SEO benefits to justify standing pat. Building a strong link profile takes consistent and repeated efforts, and is not something that can be accomplished overnight.
Practicing Good Link Building Strategies
Many of our clients come to us after their previous SEO firm got them penalized with manipulative link schemes. Once they are under our guidance, their link building strategy is altered considerably. We stress ethical and scalable link building, and often refer to the practice as link earning. We believe that earning quality links is more important than building them. The links that Google will identify when deciding your site’s ranking position will be earned through the publication of high quality content. Here are some of the best ways to earn quality links:
- Blog Posts: Writing monthly blog posts
- Navigation: Designing an easily navigable website with logically displayed menus
- Pages: Writing high quality website pages
- Social Networking: Forming relationships with other industries through LinkedIn, Twitter, etc.
Partnering with Roofing Webmasters, these strategies will become part of your website’s DNA. We create custom websites for each of our clients so that no two are the same. Our content team publishes monthly blog posts to keep fresh material circulating on your website. Furthermore, we write detailed and helpful pages for each one of your specific roofing services. While inbound links hold the most SEO value, internal links are also important — a notion our content staff is cognizant of — when implementing internal links within your page content. Well placed internal links can reduce bounce rates by keeping users’ attention spans for a longer time frame.