As Google continues to grow along with technology, search efforts are more geared toward smart devices than ever before. This is great news for marketers and your roofing business alike, making it easier to compete in the online landscape. To better accommodate the rising number of mobile users, Google algorithms have begun delivering search information that is location-based. This helps searchers to filter any unneeded results such as roof repair in New Jersey when they live in Iowa.
Therefore, it’s more crucial than before for your roofing website to use geo-targeted marketing and keywords in order to rank well in SERPs. The Roofing Webmasters can help you get your geo-targeting efforts where they should be for better results, more leads, and an expanded customer base.
What is Geo-Targeting?
Geo-targeting is a term used to describe website content or an advertising campaign that customized for a specific geographical area. In search engine marketing (SEM), geo-targeted marketing most frequently applies to PPC advertising campaigns. The technique allows advertisers to craft location-specific advertisements, either through PPC campaign customization or organic keyword placement, which will produce a higher rate of conversions. This is because when a user performs a location-based search, Google bots scour the internet for matching content that is located near the user. When your roofing marketing efforts contain location-based data, your roofing business is higher ranked and appears more often. Components of optimal roofing geo-targeting include:
- Conversion Rate Optimization: Increase conversion rates, and spend marketing dollars more efficiently
- Local Keywords: Target phrases like “roofing contractor near me” or “roofing company in (city),(st)”
- Market Inefficiencies: Identify market opportunities in a specific location
- NAP Listings: Create listings and sources that establish your location and service area.
Location-based promotion can only span as far as a company’s service area. As roofing contractors, you wouldn’t want to advertise to people living in homes you could not possibly service. Not only is it a waste of marketing dollars, but it leaves a poor impression of your company. Instead, your location-specific ads should target zip codes within your service area, or perhaps a little further out under special circumstances, like a recent hail storm or another severe weather incident. NAP listings are also a great way to supplement on-site SEO and create a stronger establishment of your location, services, and service area.
Defining a Service Radius For Roofers
Before launching a geo-targeted campaign, defining a service radius is an important step. As a roofing contractor, you’re probably familiar with the area you serve, and whether you have the resources to expand it. In either case, the most important thing is to define it. There’s plenty of digital mapping tools available, and setting a clear and convincing radius helps avoid customer confusion. Consider these factors when outlining a service radius:
- Efficiency: Is this an area that can provide better ROI and makes financial sense for your company?
- Opportunity: Is there a demand for roofing contractors in this area?
- Practicality: Does your roofing company have the manpower to reach the entirety of this radius?
Ensure that your business isn’t “over-promising” when it comes to its service area. Unkept or late appointments are the number one reason for bad online reviews which cannot be removed. When considering your roofing service area, ensure you choose an area that can easily be managed to circumvent unhappy clients and poor reviews on important platforms like Facebook and Google.
Do Roofing Companies Need Geo-Targeting?
Ten, and even five, years ago, geo-targeted marketing may have been optional for roofers. In today’s market, however, running a successful business without it is inconceivable. Since most consumers look for local roofing services on a mobile device that tracks their current location, advertising directly to them with a message that appeals to their sensibilities is a recipe for success. Just remember, if you’re not doing it, one or more of your competitors is, and they are stealing your roofing leads in the process. Geo-targeting for roofing advertising is both a proactive and reactive methodology and one you should invest in today.
Roofing PPC Using Geo-Targeted Marketing
Along with many psychographic options, your PPC ads can be focused demographically. Location, a demographic filtering option, can be used to target your advertising dollars to a specific area that you service. Your ads can also be enhanced with geo-targeted keywords that can help your ads appear in searches across Google, Facebook, YouTube, and many other platforms. These efforts help ensure that your roofing marketing is seen by a viable market and returns a higher ROI for your company.
Technology evolves quickly, and it’s hard to blame the local roofing contractor for being a bit behind the times. Luckily, Roofing Webmasters is tailor-made to help you out. We work specifically with contractors in the roofing industry and run PPC campaigns on their behalf. In addition, we offer SEO, content marketing, and website design.