SERP displays evolve over time. Google is continually devising new ideas for storing and sharing reputable, informative search results to its users. Google algorithm updates hone the information web crawlers pick up and how they index that information. Roofing SEO, or search engine optimization, is a marketing tool that uses keywords, coding, media, and more to provide Google with ample relevant information to deliver to its users. This allows your roofing website to be accurately indexed, leading to higher rankings in SERPs and on other platforms.
The term “SEO” is often used interchangeably with internet marketing. Online marketing is a broader discipline that includes search optimization, but SEO remains one of the foremost digital marketing tools. For this reason, investing in a skilled and affordable SEO service can really boost your roofing company’s search visibility. Since the object of an online presence is to extend brand awareness and generate leads, ethical methods of achieving those goals should be zealously pursued. SEO is crucial to the online success of your roofing company, providing the following benefits:
- Brand Development: Roofing SEO can help establish your company in the digital world.
- Search Visibility: Proper roofing SEO helps your website appear in more SERPs.
- Traffic Relevance: Accurate SEO tactics deliver a more relevant audience to your site.
To grow a customer base online, SEO is an important part of the process. In fact, search optimization is what generates traffic, which can subsequently be converted into customers. Of course, having an engaging call to action helps close the deal, but search optimization allows people to find your business in the first place. Google is the single greatest source of roofing leads in modern marketing, and it is the top resource for most consumers needing essential services. While they might be looking for websites, they are often using Google to find them. The same is true of local services, such as roofing, which is why both local SEO and off-site SEO are equally important as on-page optimization.
What if My Roofing Company Doesn’t Use SEO?
Ignoring search optimization can severely hinder your online presence and your brand’s ability to grow. Worse yet, investing in a website but not optimizing it for Google defeats its fundamental purpose, and you end up paying for nothing. Since your company website’s object is to attract potential customers, failure to properly optimize discourages that attraction and renders your digital investment, effectively useless. There is no Google penalty for “not optimizing” so to speak, but its lack of meaningful traffic will emulate a penalty anyway. The absence of roofing SEO typically causes:
- Bad Impression: Unkempt websites reflect poorly on your company in general
- Low Traffic: Lack of website traffic
- Wasted Spending: Paying for a website that doesn’t generate leads
The counter-argument to everything detailed above is “Why even have a website at all?” Some companies will try to sell roofers on the concept of a landing page as a replacement for a traditional website. The idea is to generate traffic through PPC advertising and to link the landing page, which will serve as the converter of traffic to customers. While PPC advertising is a very effective marketing tool, having a landing page only does not reflect well on your company and feels spammy. PPC marketing, however, works best in collaboration with strong website design, on-page and off-site SEO, as well as local optimization. This full spectrum of presence promotes business growth.
White Hat Vs Black Hat SEO
The first part of the acronym SEO, “SE” is a dynamic entity. Search engines, and most specifically Google, are always evolving and finding ways to improve their functionality. Because of this, the latter part of the acronym, “O” is dependent on the search engine’s current algorithm. The good news is that Google has outlined strict Quality Guidelines to which all websites should adhere to. Tactics that once generated traffic through manipulative behaviors no longer have that positive effect, and instead, cause your website to incur a Google penalty for black hat SEO.
Ethical and encouraged optimization techniques are known as whitehat SEO. They are considered acceptable if not commendable by Google. Google’s initiative to improve user experience, especially for mobile users, is a good reference point from which to optimize. Posing the question “what would Google think of this tactic” is instructive and can help SEO’s keep techniques within Google’s sphere of acceptance. Usually blurring the lines between black hat and white hat SEO is dangerous territory.