In 2020, most roofing companies share the same online goal: to rank #1 on Google. Search Engine Optimization (SEO) is the best way to accomplish this. But SEO has changed a lot in the past decade. Back in 2009, ranking on Google was an easier process if you knew what you were doing. The landscape is now more competitive. Every roofer in your service area has a website. They also have hired someone to work on their marketing campaign. SEO is now critical not only to excel online but to survive.
Why does SEO matter so much?
- Discovery: Placement impacts the ability of local consumers to find your business.
- Reputation: Rank influences consumer (ie, homeowner) perception of your brand.
- Consideration: Low ranking businesses won’t even get considered in the selection process.
- Communication: SEO affects your team’s ability to show exactly what you do.
- Growth: Search empowers almost every aspect of marketing, making it easier to grow.
Why Bother With SEO?
If it’s so competitive online, why even try? Because success is still attainable if you do things right. Roofing Webmasters manages hundreds of roofing marketing campaigns across the nation and sees consistent success using our tested formula. Our results are so good that more and more roofers want to join. The simple fact is that SEO is worth it because it works. If it didn’t we would not have a business and neither would you.
Is Roofer SEO Different From Other SEO?
Yes, roofer SEO requires a different approach than general SEO. Since roofing websites are appealing to local consumers with a specific need, the optimization process should be tailored directly to the industry. We’ve mastered this challenge at the Roofing Webmasters. It involves the creation of a custom website, optimization, and integration of Google Maps and My Business and high-quality content with depth. These things combined have helped countless roofers dominate their local area through organic clicks.
Ways Roofer SEO is Different
Most roofers compete only operate in a localized service area. However, many of those businesses accidentally harm their revenue by competing on a national search level. This means they aren’t effectively optimizing their websites to connect with local residents from their community. Others make the mistake of targeting broad industry keywords they have no chance of ranking well for.
SEO for roofers specifically focuses on targeting both industry and specific service-related keywords inside your local community. This strategy creates a much stronger supply of leads, many of which come from Google’s local map packs. For best results, citation listings, an optimized GMB, and a healthy number of reviews are invaluable.
SEO Specifics for Roofers
Marketing for roofing companies can be challenging. Luckily, Roofing Webmasters provides SEO services for contractors and companies throughout the United States. With years of experience promoting services on behalf of roofers, we’ve developed valuable insights about marketing within the roofing industry specifically. The implementation of keywords is only one element to an effective SEO strategy, and should not be abused by stuffing terms into on-page content, out of context. Instead, optimization should focus on quality, making sure the company’s online presence reflects well on business. Some SEO services include:
- Image Optimization: Renaming image files and entering alt text once uploaded
- Keyword Placement: Researching industry keywords and dispersing them throughout content
- Meta Descriptions: Writing an informative meta description that fits within character limitations
- Title Tags: Optimizing title tags with industry keywords
Websites for roofers should be fully optimized for local and industry terms, but should also exhibit each of the components mentioned above. Choosing Roofing Webmasters as your SEO service will ensure that each element is embedded into your website’s fundamental infrastructure. The objective of our services is to generate exclusive roofing leads on behalf of our clients. Since the majority of leads will come from Google search, particularly via mobile device, it is critical that each company’s website is 100% refined for search visibility and mobile usability.
Generating Leads From SEO
in an ideal world, SEO and leads are related. The reason search engine optimization was first introduced into the roofing industry was to generate better and cheaper leads. When properly optimized, a roofing company website can accomplish this. It’s fair to stress however, that in 2020, almost every contractor is using optimization of some kind. To put it most simply, there’s more competition today than there has ever been before. While such a crowded marketplace might discourage some from trying, the advancements made in tools like Google Analytics have empowered companies to more precisely measure their marketing campaigns in real-time. SEO can promote roofer lead generation, through the following channels:
- Featured Snippets: Programmatically selected blocks of text that serve as a de facto #1 ranking
- Knowledge Graph: The right-hand side of the organic results, that shows a company profile
- Local 3 Pack: The pack of mapped companies (usually 3) that appear towards the top of results
- Search Results: The 10 or so organic results on Google page 1
Optimization works best with PPC rather than instead of it. The two techniques play off of one another with organic results getting more clicks but paid results getting more visibility. Although PPC ads emulate organic results, they don’t usually attract as many quality clicks which limits their value. Both SEO and PPC can get consumers in the door, but contractors must close the deal after the contact is made. Combining SEO, PPC, and reputation management has proven to be successful for many roofers.
SEO Marketing Strategy
The results of optimization are appealing but putting it into practice takes time, dedication, and an in-depth understanding of the marketplace. Sure, generating organic clicks from users is great for business but roofers must understand how to encourage consistent clicks. Producing engaging content is a good place to start but roofers can’t ignore the importance of visually appealing website design, as well as a consistent social media voice that connects with target customers on their preferred channels. Let’s take a look at some elements of an effective SEO marketing strategy for roofers:
- Keyword Research: Research keywords for industry and location relevance
- Page Structure: Create a URL hierarchy to mark parent and child pages
- Site Preparation: Arrange SEO elements like titles, meta descriptions, and images
- Social Media: The refinement of social network profiles and content shared on them
Keep in mind that a strategy should be outlined BEFORE the launch of a website. If your existing website has failed to perform up to expectations, perhaps a fresh start will put you on a better path to success. For websites that have consistently failed to generate clicks, roofing leads, and traffic, starting from scratch is probably best. Since pages gain authority through inbound links, failure to rank at all prevents the formation of quality inbound links from reputable sources. Roofing Webmasters can create a custom website from scratch, tailor-made for your company and its brand.
Industry Focused Optimization
Digital marketing is not the same for every industry. Roofers face different challenges than businesses in other lines of work. Similarly, the ways consumers seek out services vary by the specific industry they are looking for at the time. It helps to stay up the latest trends in your industry so that you can adapt to the ongoing expectations of your target customer base.