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 a relatively easy process. The landscape is much more competitive now. Every roofer in your service area has a website. They’ve hired someone to work on their marketing campaign. SEO is now essential for surviving online.
Why does SEO matter so much?
- Discovery: Placement impacts the ability of local consumers to find your business.
- Reputation: Rank directly influences the way people see 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. We get results, which is why roofers sign on with us in the first place. SEO is worth it because it works. If it didn’t, we wouldn’t have a business.
Is Roofer SEO Different From Other SEO?
Yes! Roofer SEO requires a different approach than general SEO. Since roofing websites appeal to local consumers with a specific need, the optimization process needs to cater directly to the industry. We’ve mastered this challenge at the Roofing Webmasters. With custom website design, keyword optimization, integration of Google Maps and My Business, and high-quality content, we generate leads for hundreds of clients. These combined activities help countless roofers dominate their local area through organic clicks.
Ways Roofer SEO is Different
Most roofers operate in a localized service area. However, many businesses harm their revenue by accidentally competing on a national search level. In other words, they’re competing with everyone, and not effectively connecting with people actually located in their community. Others mistakenly target broad industry keywords that 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 qualified leads, many of which come from Google’s local map packs. That’s why we incorporate citation listings, optimize GMB profiles, and simplify the process of collecting client reviews.
SEO Specifics for Roofers
Marketing for roofing companies is 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. Keywords are only one element of an effective SEO strategy. Businesses shouldn’t abuse them by stuffing terms into on-page content, out of context. Instead, optimization should also focus on quality writing, making sure the company’s online presence reflects well on business. That’s why seasoned SEO services also work on:
- 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
SEO and online leads are inseparable. The reason search engine optimization was first introduced into the roofing industry was to generate better and cheaper leads. A properly optimized roofing company website can accomplish this. It’s key to stress however, that in 2020, almost every contractor is using optimization of some kind. There’s more competition today than there has ever been before. While such a crowded marketplace discourages some from trying, the advancements made in tools like Google Analytics empowers companies to precisely measure their marketing campaigns in real-time. That means you can effectively track your success.
SEO promotes roofer lead generation through the following channels:
- Search Results: The traditional 10 or so organic results on Google page 1
- Local 3 Pack: The most prestigious map listings (usually 3) that appear at the top of local results
- Featured Snippets: Highly coveted text blocks that serve as a de facto #1 ranking
- Knowledge Graph: A company profile that appears on the right-hand side of the organic results
Is SEO Better Than PPC?
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 look similar to organic results, they don’t attract as many quality clicks. SEO and PPC get consumers in the door, but contractors have to seal the deal.
Combining SEO, PPC, and reputation management has proven to be successful for many roofers.
SEO Marketing Strategy
Optimization takes time, dedication, and an in-depth understanding of the marketplace. But the results are so worth it! Generating organic clicks is great for business, but roofers must understand how to encourage consistent clicks. 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
When a website consistently fails to generate, roofing leads, clicks, and traffic, starting from scratch is usually 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’s improved lead generation and brand growth.
Industry Focused Optimization
Each industry demands its own unique digital marketing strategy. Your roofers face different challenges than businesses in other states, let alone different lines of work! Your prospective customers also require specialized care when it comes to online service. That’s why we stay up the latest trends in the roofing industry, to help your business adapt to the current expectations of your target customer base.
Better strategy and better research means better leads for your company. That’s why roofing companies choose us for their SEO services, and why we generate such spectacular results. Don’t take our word for it though…see for yourself!