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Roofing SEO: The Definitive Guide for Roofers


Roofing SEO is about making your roofing company’s website and business listings rank on Google search results. By appearing on the world’s top search engine, you attract the highest-quality leads and the greatest return on investment.

However, to achieve SEO success, you must follow a set of proven techniques to ensure that your website and listings comply with Google’s guidelines and attract the right types of visitors.

This guide is based on my 10+ years in the SEO industry. But before I dive into all of the nuances of search engine optimization, I want to provide context as to why you might find this guide particularly helpful and relatable.


I’m Nolen Walker with Roofing Webmasters, an SEO agency for roofing companies like yours. I started my agency back in 2013 after some marketers overcharged my home service business and failed to deliver results.

The behavior of these marketers inspired me to start an SEO agency for people like you and me.

This shared experience of dealing with self-serving marketers gives me a unique, empathetic position from which I operate my company today.

Furthermore, it allows me to address the pain points of regular business owners who want to grow their businesses online.


Meet Nolen Walker

Over the past decade-plus running Roofing Webmasters, those principles have powered my company to develop a unique SEO strategy for roofing companies, resulting in thousands of roofing clients.


You can see some of those below:


Client Logo Roofing
Roofing Client Logo
Roofing Client Logo Example
Example of Logo for Commercial Company
Theme for Commercial Company Logo
Logo for Commercial Roofing Contractor

While I am always open to working with new roofing clients throughout the United States, I owe it to the roofing industry to share my decade-plus of expertise free of charge.


The roofing industry has given me so much personally that I owe it to all of you to provide free value to the people who deserve it most, the hardworking roofers of the USA.

I believe in something called the ripple effect, where this guide may spur the next great marketing campaign for local roofers and help them avoid the pitfalls of the increasingly dishonest marketing industry.


This guide will outline search engine optimization (SEO) and how to rank your website on search engines like Google. I’m not going to BS you or patronize your company or marketing.


In this Roofing SEO guide, you will discover:


  • What SEO is, and why it is essential
  • Best strategies for keyword research and optimization
  • Best strategy for on-page SEO
  • Best strategy for technical SEO
  • How to earn high-quality backlinks from credible sources
  • How long SEO takes to start working
  • How to track, measure, and analyze SEO performance
  • How to use DataPins to increase organic traffic 25x

Roofing SEO Guide Cover

SEO is a Learning Process for Roofers

After completing this guide, you will better understand SEO for roofing companies, its purpose, and how to use it to generate high-quality roofing leads.

In addition, you will have the tools to rank your website for thousands of keywords on Google and other search engines.


What is Roofing SEO?

SEO is the process of refining digital content to rank higher on Google search results for industry-relevant keywords. Search engine optimization (SEO) can include tasks like title tag editing, keyword placement, internal and external link-building, and website enhancement.

SEO can apply to an official roofing company website, Google Business Profile, and other online entities. Any task performed to increase organic search rankings, impressions, or clicks is a form of search optimization.



Why is SEO Important for Roofing Companies?

Letโ€™s say you own and operate a roofing company in Lubbock, TX. Ranking #1 on search results for โ€œroof repair in Lubbock, TXโ€ and other similar terms will drive relevant consumers to your business.

Whether they find your Google Maps listing on the Local 3 Pack or locate your roofing company website in traditional organic results, they discover your roofing company name, address, and phone number.

With that information, they can now contact you directly. In short, higher rankings ultimately produce increased lead generation and sales, which is what every roofer wants.


SEO Bar Graph Statistics

A successful digital marketing strategy goes beyond the rankings themselves. For example, once a visitor enters your website or views your listing, you want to make it as easy as possible for them to contact you. Not every website visitor becomes a lead, but you can improve the conversion rates.

Each service requires clear explanations, so prospective customers can quickly determine that you provide what they want when visiting your site for the first time. These and similar tasks form the conversion rate optimization process (more on that later).


SEO Strategy: The Planning Stage

Search engine optimization (SEO) is not an as-you-go process. A well-laid, detailed strategy is essential for SEO to work properly. Keyword research provides the foundation of SEO strategy.

First, roofing contractors must identify terms that attract the most relevant consumers to their website and other digital assets.

Your business should note each keywordโ€™s search volume and competition levelโ€”tools like Moz, SEMRush, and UberSuggest provide volume metrics.

Choosing the right keywords benefits all your subsequent digital marketing activities, such as developing a URL hierarchy, writing content, and executing on-page SEO. In other words, you must nail your keyword selection.

Keywords and search queries arenโ€™t just abstract concepts floating out there in space. In many ways, they represent your target customers.

Thatโ€™s why keyword research tasks should be calculated and intentional. If you run a roofing company in Hartford, CT, you wonโ€™t want clicks from people in New York City.


National Keywords

Local websites arenโ€™t competing against everyone in the country for the same term. So high-volume keywords like roofer, roofing company, roofing services, etc., depend on the searcher’s location.

Before starting more extensive keyword research, every roofer should know the top roofing keywords. These terms are the basis of your overall strategy.

They also inspire ideas for long-tail keywords that will be even more relevant to your local business and help you generate the right kinds of roofing leads.


Keyword Research on SEMRush

Local Keywords

When it comes to connecting with people in your community, the most optimal keywords include references to the target service area. The keyword โ€œroof repairโ€ shows a consistently high volume throughout the United States.

If your roofing company serves Atlanta, GA, your keyword would be โ€œroof repair Atlantaโ€ or โ€œAtlanta roof repair.โ€ In other words, you want the keyword + location to create a local keyword.

Many of the tools previously mentioned (Moz, SEMrush, etc.) can show you the volume of local keywords. For example, according to Moz, โ€œroof repair Atlantaโ€ has a search volume of 11-50 and, therefore, would be a better term to target than โ€œAtlanta roof repair,โ€ which has a volume of 0-10.

Using the city name instead of “near me” ensures that you target explicit queries rather than implicit queries, which can help you outrank competitors who fail to do so. With this in mind, your traditional on-page SEO (meta, title, headers, etc.), โ€œroof repair Atlantaโ€ will be a valuable search term.


Roof Repair Altanta SEMRush Screenshot

Service Keywords

The most successful roofing websites use interior pages to describe more specific services their company offers. Like your homepage, these internal pages should intentionally target keywords you want to rank.

Letโ€™s say your roofing company provides a modified bitumen roof installation. Youโ€™d want to research the volume for terms like โ€œmodified bitumen roofing servicesโ€ and โ€œmodified bitumen flat roof installation.โ€ Once again, you will want to add the location term to make it long tail.

The keyword for a roofing company in Louisville, KY, would look like โ€œmodified bitumen flat roof installation Louisville.โ€

With such a long-tail keyword, youโ€™d have a significant chance of ranking in the top 5 on search results for that query. If you execute it really well, you might even score the #1 placement!


Screenshot of Local Keyword Ranking Louisville

URL Structure & Hierarchy

Once you research and identify the best keywords for your roofing company, you can then construct a URL hierarchy. In simpler terms, youโ€™re building a map for how your pages will be organized. Every website has a homepage, and most have an About Us and Contact Us page as well.

The structure of the site and how deep it goes separates roofing websites from each other.

Your main service pages are at the top of the URL hierarchy, also known as top-level pages or โ€œparentโ€ pages. For larger roofing companies providing both residential and commercial services, those two main categories would each serve as a parent page. The URL for these pages would look something like thisโ€ฆ


www.yourroofingwebsite.com/residential-roofing/

www.yourroofingwebsite.com/commerciall-roofing/


Under those main pages would be more specific, lower-level or โ€œchildโ€ pages.

โ€œCommercial Roof Replacement,โ€ for instance, would be a child page of Commercial Roofing, while โ€œResidential Roof Replacementโ€ would be a child page of Residential Roofing. In the URL, a child page would look like thisโ€ฆ


www.yourroofingwebsite.com/residential-roofing/residential-roof-replacement/


Child pages can be further divided into sub-levels as needed. If you have a parent page for Commercial Roofing and a child page for flat roofing, you can have yet another child page beneath that for something (like modified bitumen).

You should not go more than three pages deep in a hierarchy; however, longer URLs are difficult for Google to crawl and, therefore, less likely to rank well on SERPs.


URL Hierarchy Example

Images & Videos

User experience plays a key part in a websiteโ€™s performance. Thatโ€™s why images and videos naturally fit well in most SEO strategies. You should designate certain images for specific pages to prevent duplication and accidental mismatches.

The best images are always original; they are shots of your actual company, facility, employees, equipment, and transportation. The worst images are stock photos, which are the last resort for roofers without photos of themselves.


Unique Website Image

Search Engine Optimization: The Implementation Stage

SEO is a massive-scale undertaking spread across multiple activities. You shouldnโ€™t expect to understand every optimization method utilized on the web at first glance. Several concepts may seem foreign to you, at least initially.

 If youโ€™re wondering whether or not a specific activity is part of optimization, remember this:


Any activity that influences rankings can be considered part of SEO


Critical planning and research make it easier to implement your SEO strategy smoothly. The better the overall picture you create in advance, the easier it will be to maintain a cohesive plan as you arrange your website, listings, etc.

Again, SEO is not an as-you-go process. As the saying goes, โ€œFailure to plan is planning to fail.โ€


Custom Design

When visitors arrive at your roofing website, it takes less than a second for them to form a subconscious impression of your brand. This decision instructs whether or not they stay on your website or move on to the next result on the previous SERP.

Several factors subtly influence a userโ€™s experience. Some are less tangible, like aesthetic taste, while others are more easily defined, like resolution.

Aside from a pleasant appearance, users also crave simple navigation, clear and convincing calls to action, clean graphics, and instructive menus. They want to feel confident about the companyโ€™s reputation and leave with an impression of trust and reliability.

Websites with obsolete designs are more likely to be perceived as scams. If your business page looks like it was created with DreamWeaver in 2003, Google will remove it from the top of search rankings.


Custom Design Elements

Contact Information

The most important part of local SEO for roofing companies is contact information. NAP visibility is paramount since the lead conversion funnel predates the visitorโ€™s call to action.

For those unfamiliar with the acronym, โ€œNAPโ€ stands for โ€œname, address, and phone number. “ That information should be clearly evident on each website page (especially the homepage).

Your NAP data should be accurate and consistent across every single page. A mistake with your company address or phone number can result in a substantial loss of leads.

Worse yet, it can initiate a snowball effect that drops your rankings because of poor user experience and decreasing trust. Even a small error can have large implications for a roofing contractor.

For this reason, checking your phone numbers on each page is a good habit to get into.

Ensure your NAP information is consistent across off-site listings like the Better Business Bureau!


Contact Information Screenshot

Call To Action

A call to action (CTA) is an element of your site that directs visitors to perform a given action, such as calling your office. Your NAP data often accompanies it.

Strong calls to action provide a compelling incentive to your visitors, encouraging them to call your number or complete some other kind of action that gets them inside your sales funnel.

CTAs vary significantly in complexity and design. Some urge users to call your number from their mobile device (e.g., a clickable phone number button), while more complex CTAs cast a less demonstrative hook (e.g., a โ€œFree SEO Auditโ€ button).

CTAs have different goals and functions, too. A free SEO audit offer casts a broader net, targeting uncommitted prospects at the start of the sales funnel.

This type of offer may not convert people as effectively as direct phone calls, but it at least puts them on your radar and generates some buzz for your local roofing company.

Phone number links are best for on-site conversions, especially for mobile visitors who can click to call.


Call To Action Examples

Website Personalization

Nothing establishes trust faster than personalization. Your roofing company website should display images of your roofing company. It doesnโ€™t matter who takes the photos.

It can be as simple as snapping some photos of your employees and trucks with your smartphone device. If you like, hire a professional photographer to follow your crew for the day.

You have many options to personalize your website. Your homepage deserves original photos, most of all. Prospective customers want to know who theyโ€™re dealing with.

Effective marketing speaks directly to the consumer. Ordinary stock photos wonโ€™t convey trust; they limit website conversion rates.


Personalization Elements on Website

Badges & Accolades

Personalized photos of your business create trust. Badges and accolades further build that confidence in your brandโ€™s reputation. If your business has ever received any type of certification, it probably comes with a digital badge for use on your website.

Bages can come from national organizations like the Better Business Bureau or local ones like your regional Chamber of Commerce. Other ideas for badges include newspapers and news websites on which youโ€™ve been featured.

Have you ever been interviewed by a local reporter? If so, you can absolutely add a newspaper icon in your website’s โ€œAs Seen Onโ€ section.

Consider prestigious certifications like these below when adorning your website:


Awards and Badges on Roofing Website

Multimedia Content

Images are great, but videos are even better. If you have video footage of some of your roofing jobs, perhaps before and after shots, they can really take your website to the next level.

Video is the fastest-growing content asset in the world, and very few roofers feature them on their company websites. This represents a market inefficiency for roofing contractors to capitalize on simply by taking the time to produce videos.

This footage can be captured with a basic smartphoneโ€”there is no need for a professional videographer! The ideal strategy is to upload your video to YouTube and then embed the code from that video into your websiteโ€™s HTML.

This way, you can rank on both video search engine results and YouTube while enhancing your company website’s user-friendliness. Even audio-only podcasts, which can be syndicated through Apple or Spotify, can quickly increase brand appeal.

Video content from YouTube can appear directly on Google SERPs, increasing its SEO value exponentially.


Foam Roofing Video Carousel

Showcase Testimonials

Most roofers understand the importance of Google Reviews, but did you know that showcasing testimonials on your homepage influences SEO results, too?

For one, reviews are user-generated content, which Google loves. Secondly, verifiable reviews showcased on your companyโ€™s homepage promote an enhanced user experience, promoting visitor trust.

Some plugins allow you to showcase reviews on your homepage. One of them is DataPins, which actually helps roofers generate more reviews on GBP and Facebook while showcasing the ones they already have directly on their website.

A plugin like DataPins offers numerous SEO benefits for roofers because it combines user content, trust, and brand awareness.


On Site Review Screenshot

Mobile Optimization

Most visitors access websites through mobile devices. With this knowledge, every roofer should ensure their site is mobile-optimized.

With the onset of Googleโ€™s mobile-first index update, theyโ€™ve made it clear that pages with mobile appeal will be given priority on search results.

Thereโ€™s no shortage of factors that can enhance a mobile webpage; the same is true of factors that can ruin them. Enhancements include responsive design, clean navigation, and clickable calls to action.

Negative factors include viewport distortion, slow loading times, and image misalignment. As you might imagine, mobile users’ attention spans are exceedingly short, and little can be done to retrieve it once it has passed.

Consider if the mobile user’s needs are met when clicking on your search result from their smartphone.


Mobile Website Example

Google Analytics Tracking

Google Analytics has long been the most powerful tool for tracking SEO performance for roofing websites as it measures traffic from various sources, from Google Organic to social media referrals.

However, a recent change to Google Analytics, in the form of GA4, has made the interface less user-friendly.

Google Search Console is now the most user-friendly tool for tracking SEO performance. However, Search Console is restricted to traffic from Google Organic Search, which means it does not account for traffic from other search engines (like Bing) or other sources (like referrals).

With this in mind, it’s essential to continue to track your website through Google Analytics 4, even if the analysis is less enjoyable.

The best tool Google has to offer roofing companies is Google Analytics 4. It provides measurable results of your websiteโ€™s performance and can produce reports to help improve weaknesses and capitalize on strengths.

Perhaps the most essential feature of GA4 is the Acquisition Report.

This report tells webmasters how many visits their website gets daily, weekly, monthly, and yearly, including a breakdown of where the clicks are coming from (i.e., organic, direct, referral, etc.)

Although Analytics is somewhat limited in revealing very few of the exact search queries that lead to your clicks, simple comparative analysis can help you deduce precisely what is driving your traffic and instruct ways to improve.

If you see sudden shifts in your traffic, either up or down, you can diagnose issues and address website needs.


Google Analytics 4 (Screenshot)

SSL Security

Most reputable browsers warn users when they are on a website that is not secure, meaning one with http:// instead of https://. If you are unfamiliar with SSL security, it is a security protocol that protects data transfers over the web.

Sites that have it enabled are https:// addresses, which is precisely what youโ€™ll want your site to display.

SSL is indicative of trust and makes for a superior user journey. While roofers rarely sell products online (e-commerce), they still want to create the optics of strong security.

Because it can influence a userโ€™s perception of your site, SSL must be considered, at the very least, an indirect SEO ranking factor for roofers.


SSL Security Test Screenshot

Source: https://www.immuniweb.com/ssl/


Local SEO for Roofing Companies

Local roofers rely heavily on Google Business Profile and Maps to help their business rank on local search results. The address listed on your homepage (something we discussed previously) should exactly match the one listed on your Google Business Profile listing, which will, in turn, appear on Google Maps.

The goal is to appear in the Local Map Pack a snippet of the top 3 GBP listings in a particular service area. Of course, youโ€™ll also want to rank on traditional organic results for queries involving your target keywords and locations.

Remember that you should only target cities you can service and that the closer your address is to the target area, the more likely you are to rank for the term, especially on Google Maps.

Some companies are large enough to require multi-location SEO. This is only true for roofers with multiple legitimate business locations and verifiable addresses. Since Google Business Profile listings are verified through postcard confirmation, any kind of illegitimate address is prohibited.

These include virtual offices, PO boxes, and anything that cannot be considered a place of business. Google Business Profile recently altered its requirements for businesses that operate out of a house.

If your roofing business address is also your residence, GBP asks you not to include the address itself on the listing. Still, youโ€™ll need to verify that address privately using either the postcard or video verification method.


Local Roofing SEO Example

Local Business Citations

Most roofing contractors have heard of directories like Angi’ and HomeAdvisor, which are platforms for NAP citations. There are countless directories on which to cite your local roofing business.

From niche directories like Angieโ€™s List and HomeAdvisor to more generalized platforms like Yelp and BBB. Some of these directories offer premium services, which you should consider separate from the citation itself.

The goal is to claim all of your free citations and ensure the accuracy of the existing ones. Sometimes, youโ€™ll find that citations that you never manually created exist.

This can be from data mining sources like Acxiom, which pulls your company info from public records and then sells it to major data distributors.

Tools like Whitespark and Moz Local can help you claim and correct citations.


Angi' Directory Listing

NAP Consistency

In congruence with claiming business citations on local business directories, youโ€™ll want to ensure their consistency simultaneously. Tools previously mentioned, like Whitespark and Moz Local, can help streamline that process, especially for tenured businesses with thousands and thousands of citations.

Of course, accuracy is the most critical factor, but consistency also matters. Even if your address uses a suffix that varies in spelling, you want it to be identical on every citation. For this reason, choose a singular suffix spelling and stick with it for every citation.

Optimizing your citations ensures your roofing company sends. as many consistent signals to search engines as possible.


NAP Information Example

Google Business Profile Optimization

Google Business Profile (formerly Google My Business) is a directory, but it is also so much more than that. It is the central hub of your entire local SEO strategy.

Not only should your GBP listing be claimed, verified, and accurate, but it should also be optimized for conversion.

I spoke previously about website conversions, but GBP listings can also be a significant source of leads. Optimizing your listing with company photos, Google posts, and Q&A content is the best way to increase conversions.

Furthermore, you want to include the Call Now button so mobile users can click straight from their mobile devices and connect with you through a call.

A Google Business Profile is a roofing company’s most critical aspect of Local SEO.


NAP Information on GMB Listing

City Pages

Even roofers with one location often serve multiple cities within a radius. To reach those cities, you must create unique and informative city pages optimized for their respective locations.

I strongly discourage the mass production of city or county pages, a tactic known as โ€œspinning.โ€ However, the onset of ChatGPT has supercharged this technique, which can produce 100% unique city pages with a couple of prompts.

While using ChatGPT to produce your city pages is tempting, its long-term impact on your website is unknown. My agency, Roofing Webmasters, has run tests showing that some websites are penalized for using this content while others are not.

As a general long-term strategy, you should avoid any tactic that introduces a high level of risk to sustainable success.

Some roofing contractors use the software to mass-produce pages for every city, town, and county within their general area. You might use tools like ChatGPT or Jasper to create this content, but Google can detect it.

Search engines have smartened up to this pitiful concept and penalized websites that engage in it.

City pages should be unique and specific to the location they are optimizing for rather than a re-hashed duplication of another page.


Philadelphia City Page on Roofing Website

On-Page SEO for Roofing

The general public’s most widely understood optimization components are methods known in totality as on-page SEO. They include altering title tags, meta descriptions, header tags, URL slugs, and content writing.

The SEO strategy cited earlier will frequently be used with on-page optimization.

You will take the keywords chosen in your research phase and implement them onto your web pages in various formats.

Most roofers who have some knowledge of digital marketing associate SEO with on-page methods, and rightfully so. They are the most straightforward tasks and the ones that are most frequently discussed in the mainstream.

SEO takes time and patience but has a lasting influence. When you optimize a page for search, you seek more than short-term gratification; you seek long-term equity.

Pages you create and optimize today could serve your business well for decades to come. As they gain tenure and trust, they will also gain authority.

The better your pages are optimized, the higher they rank, and the more they will venture into other forms of your roofing SEO strategy, including off-site, local, and technical SEO. Knowing this, it is crucial to be precise when performing on-page tasks.


Keyword Placement

During on-page optimization, your keyword strategy will be deployed in various ways. From title tags to meta descriptions and the body content in between, you should use keywords properly by placing them in the most opportunistic spots.

The left-hand side of any of the elements mentioned is typically that spot. But be careful; you want to avoid redundancy, and you want content to enhance the reading experience, not hinder it.

So if your keyword is roof replacement in โ€œcity,โ€ your title could be:


Roof Replacement in City, your H1 could be Roof Replacement Services

Meanwhile, your meta description could read:


Roof Replacement Services From [Company Name] Are Affordable, Reliable, and Easy to Schedule. Residents of [City, State] Can Call [###-###-####] To Schedule Their Services Today!

You now have the keyword in three on-page elements without any of them sounding spam-like or misleading. You should follow suit for H2 and H3 tags, image alt text, and the paragraph content on the page.

One thing to remember at all times is never stuff keywords. Only use the term within your paragraphs when it makes sense to the reader.


Example of Keyword Placement

Title Tags

A page’s title tag or SEO title appears in search results as the clickable portion of the result. You want keyword relevance, of course, but you also want something that urges people to click.

When a user clicks on a page, it increases its click-through rate (CTR), which signals to Google that people like what they see from your initial result.

You want an appealing title tag that represents your website and services. You donโ€™t want to mislead anybody because they will exit immediately if they feel like theyโ€™ve been swindled.

For local roofers, you wonโ€™t need anything too over the top within a title tag. It might be as simple as โ€œRoofer in Pflugerville, TX | Schedule Your Roof Inspection Today.โ€ Analytics will help you monitor the click-through rate, and you can adjust your title tag based on behavioral metrics.

Moz can help you preview a title tag to ensure itโ€™s within the character limit for optimal presentation.


Title Tag on SERP

Meta Descriptions

The text underneath the title tag on a SERP result is known as the meta description. Depending on who you ask, the character limit is either 150-160 or 300.

Google temporarily changed how they showcase specific meta descriptions but have resorted to their original methodology.

Like the title, a meta description should appeal to the search engine user. Itโ€™s not quite as crucial because fewer people actually read it.

Still, it helps to have one instance of the keyword and an accurate depiction of what the user will find when they click through.

You can even include your phone number at the beginning of the meta description so that consumers can call you before entering the site.


Featured Meta Description (Screenshot)

Header Tags

Headings are important for formatting purposes, but research shows that they also matter for search rankings on a more direct level. There are several types of header tags. You have your H1, your H2, and your H3. Some websites even have H4s and H5s, depending on their style sheet.

The H1 header matters most for on-page SEO. It is essentially considered a subtitle on a given web page, so having your keyword within is ideal.

As I stated before, your H1 should never look spammy. The keyword must fit naturally within it and make sense within the page’s context.

H2s and H3s are more important for formatting than anything else. But as you should know, formatting enhances ease of use and positively impacts search rankings. It also serves as a great way to categorize sections of a page.


Header Tags on WordPress

URL Slugs

The URL slug or the permalink is the section of a web address that appears on the right-hand side.

So if your website is myroofingcompany.com and your page is created as a lower-level page underneath a parent page like Residential Roofing, your URL Slug would be: 


myroofingcompany.com/residential/enter-url-slug

What you fill in as the URL slug should be topically relevant, concise, and, if possible, include the keyword.

An example of a good URL slug for residential roof repair is: 


myroofingcompany.com/residential/roof-repair. 

Youโ€™ll notice how that reads better than an alternative like:


myroofingcompany.com/residential/residential-roof-repair

Thereโ€™s less redundancy in the former example; the latter is harder for search engines to crawl and easier for your visitors to look at. URL slugs are also known as permalinks because they are permanent.

If you no longer need the page, you can implement a 301 redirect, which will auto-direct a user from that page to a newer update. Still, the permalink will remain intact.


URL Slug Example

Image Alt Text

An often overlooked on-page optimization factor is image alt text, which describes an image on your web page.

An image file should always be titled in lowercase letters with dashes for those who don’t know.

If you upload an image of your roofing truck, a suitable file name would be company-name-truck.jpg โ€ฆ or something to that effect. Once the image is uploaded and embedded into your content, you should fill out its Alt Text.

This is more or less a description of what the image is. So if itโ€™s your truck, the Alt Text should be similar to the title: Company Name Truck. This is a small but effective task for on-page SEO.


Off-Site SEO for Roofing

If youโ€™ve wondered why on-page SEO isnโ€™t just called โ€œSEO,โ€ itโ€™s because other kinds of optimization take place away from a website and its pages. These tasks are referred to as off-site SEO or sometimes off-page SEO. Regardless of which term you subscribe to, the concept is the same.

Google evaluates signals from external sources to judge your web presence in totality. A clear example of this is inbound linking. In fact, inbound links were the original measure of a websiteโ€™s value and remain an important ranking factor today.

Although link building was once easy to manipulate, that is no longer true. Successful off-site optimization requires more work than it once did. For links to hold value, they must be relevant to the entity they link to.

A diet pills website that links to your roofing repair page will not do much to boost its value in the eyes of search engines. Links come in many forms, including social media platforms, business listing directories, and other websites.

Off-site SEO aims to expand brand awareness and develop a web presence over time.


Social Media

A company website is not the only representation of your roofing business online. Roofers can leverage free social platforms like Facebook, Instagram, X, LinkedIn, and YouTube to expand brand awareness.

Since these web entities exist exclusively from your main site, they are considered โ€œoff-siteโ€ and, therefore, part of an off-site SEO strategy.

Often, on and off-page methods can be merged with social media. For instance, sharing a pin (a recent job) on your Facebook feed contributes to both on and off-page elements.

Moz also considers social signals a local ranking factor, so social media activity alone will likely enhance one’s overall development.


Roofing Company Facebook Screenshot

Link Building

There are so many ways to build inbound links to your website; some help, and some hurt. Antiquated tactics, such as buying links from blog comments or PBNs, are frowned upon by Google.

While purchased links wonโ€™t necessarily cause penalization, their zero-sum value contributes to resource depletion. Better ways to build links involve networking with other web entities or personalities, including marketing influencers.

Blogger outreach is a way to pitch your websiteโ€™s relevance for inclusion in a guest post on another domain. The more relevant the domain is to your roofing company, the more link juice will navigate towards it.

Earning links naturally remains the safest and most effective strategy, and writing great content that ranks is the best way to achieve that goal.

Tools like Moz, Majestic, and others can track inbound links from other websites.


Inbound Links Moz Screenshot

Technical SEO for Roofing Contractors

Websites earn rankings not just from on-page optimization or off-site link building but also from technical optimization.

Technical SEO is executed behind the scenes on the back end of a website. It involves refining HTML & CSS coding and implementing microdata tags known as schema markup.

Schema helps search engines parcel data and most appropriately rank your website based on its subject matter and relevancy. Technical optimization also involves issues like 301 redirection, XML sitemaps, and site speed optimization.

Technical optimization can be the most foreign concept for roofers without knowledge of computer programming. To the average eye, HTML and CSS look like gibberish. However, Google views the code far differently than an internet user would.

To Google, the technical aspects of a website are essential when determining its inherent value. Most of all, they contribute to driving relevant users to websites that will address their needs.


301 Redirects

When a webpage is no longer valuable to visitors, it should be redirected to a more relevant page. You donโ€™t want to delete a page outright because it has already been indexed on search results.

Deleting a page can cause significant problems for your website, frustrate would-be visitors, and harm your SEO efforts.

With a 301 redirect, the URL destination will remain indexed but funnel the users who click through to a superior page without them even realizing what happened.


301 Redirect Code

XML Sitemaps

Every website needs an XML sitemap to encourage Google to index every page. Since not all pages will be internal links from the homepage, you still want them to be indexed on search engines.

Sitemaps are particularly useful for larger websites, as Google has more difficulty crawling the number of pages on sites like these.

Like with other forms of technical optimization, the goal is to make Googleโ€™s crawling process as simple as possible.


Sitemap Screenshot

Site Speed Optimization

Attention spans are shorter than ever, and a siteโ€™s loading speed is critical to roofing websites. Clean code accelerates loading speeds, while obtrusive elements like JavaScript can slow it down.

A professional designer or programmer can perform several tasks on a site’s back end to ensure its loading speeds are as fast as possible.

This is important for search engine optimization because users donโ€™t want to wait more than 1 second for a page to load.

If theyโ€™re forced to, they are likely to move on to the next result, which increases your bounce rate (the rate at which users exit your website immediately after entrance) and potentially decreases your ranking.


Google Pagespeed Insights Screenshot

Targeting Specialized Roofing Services With SEO

Depending on your market, quickly ranking for terms like “roofing services” or “roofing company” is unrealistic. However, specializing in a specific roofing system or service can differentiate your company and earn more clicks early in the process.

This strategy empowers you to stand out and be confident in your SEO approach.

Keywords that include specialized services have lower competition on Google Maps and traditional organic search results, which allows roofing companies that incorporate these services into their SEO strategy to rank for these terms quickly.

For example, many of my clients target metal roofing, commercial roofing, tile roofing, and roof coatings early in their SEO process.


Specialized SEO Example Showing Google Business Profile for Metal Roofing Company

Metal Roofing

Terms like metal roofing company and metal roof repair are valuable for ranking your company on Google search. Creating a page for “metal roofing” is not enough, as Google favors companies that incorporate this specialty into their brand.

For example, including “metal” in your company name lets you target and convert customers seeking metal roofing services. Having metal in your official business name also gives you an SEO advantage on both Google Maps and Google Search.


Commercial Roofing

Unlike metal, commercial roofing is a broad term that features a variety of subtopics, like TPO and EPDM roofing. While it’s not as granular as other specialized services, it allows your company to differentiate itself from traditional residential roofing companies.

Commercial roofing jobs are also higher-ticket projects, meaning the value of each commercial customer is more significant than that of your residential counterparts.

Like with metal, including commercials in your business name allows you to rank quickly on Google Maps and Google Search for commercial-related queries.


Tile Roofing

Some contractors prefer to stick to residential projects but still seek ways to differentiate their business from competitors. A great example of this is tile roofing, which is within the umbrella of a residential contractor but targets a specific sub-niche of consumers.

My agency has witnessed success in crafting a marketing strategy around tile roofing. Several of our clients have included tile within their business and have enjoyed fantastic results on Google Maps and Twitter for a sustained period.


Roof Coatings

If you find the commercial roofing niche too broad for your start-up company, drilling down to a sub-niche like roof coatings can prove valuable. This is especially true in densely populated areas that likely already have multiple commercial competitors.

As with tile roofing, my agency has helped companies focus on commercial roof coatings and implement “coatings” into their official business names.

Although users frequently search for “roof coatings,” there are also sub-topics within the coating umbrella, like silicone and polyurea coatings, around which you build additional content.


AI’s Impact on Roofing SEO Strategies

Artificial intelligence has already impacted SEO on multiple levels, both positively and negatively. While using AI in SEO practices requires nuanced discretion, it is important to embrace new technology rather than fight against it.

ChatGPT is the most user-friendly AI tool for SEO. Roofers can leverage ChatGPT in multiple ways to help with SEO. However, other use cases may harm SEO performance.


ChatGPT

ChatGPT is an Open AI tool for the public to utilize the large language model GPT. It sounds complex, but once you try the tool, it’s actually very user-friendly. ChatGPT can perform various SEO tasks, such as suggesting topics, optimizing title tags, and providing keyword ideas.

ChatGPT can also create full articles, blog posts, and YouTube descriptions for your content. However, publishing articles written entirely by ChatGPT is dangerous and may negatively impact rankings.

Google’s guidelines do not prohibit using AI to generate content, but they clearly stress the importance of creating content for human beings, not search engines.

Using ChatGPT to create SEO-friendly blog posts or service pages violates Google’s guidelines. That said, some text generated by ChatGPT is okay to use on your website as long as it helps your target audience complete their goals.

ChatGPT 4 can also create images, write code, and browse the web, making it an extremely powerful tool for research, brainstorming, and editing.


ChatGPT Content Ideas (Screenshot)

Other AI Tools

Thousands of AI-powered SEO tools have emerged, whether using Open AI’s API or other sources like Amazon Web Services (AWS) AI.

While some of these tools are valuable, it’s important to be skeptical of all of them. Many of them promise to deliver SEO results that are not actually possible.

You should also be wary of content writing tools that claim to write full articles. Most of these tools use API from Open AI, which means they essentially use ChatGPT to write the articles, which you can do manually.

As more AI tools emerge, it’s important to conduct reputation checks and try the tools before spending money. Some of these tools will be very helpful, while others will be hype-driven and insufficient for SEO practices.


Here are some of the best AI tools right now:



Exclusive SEO Tip: Rank for Shingle Brands

Most SEO guides you read will rehash drivel from elsewhere on the web. As a long-time owner of the most cutting-edge SEO agency for roofers, I have unique insights that can separate your company from competitors. My best example of this is helping roofers rank for shingle brands on Google.


Unique Local Content

99.9% of local roofers are targeting the same keywords. Unfortunately, that means they all leave valuable organic clicks on the table. About half of your clicks come from long-tail keywords, which roofers fail to optimize for.

Targeting shingle brands in your service areas is a great way to pick up some of these hidden clicks. You can use DataPins to continually insert shingle brand keywords into your local content based on real-life jobs.


Local Roofing Pin

Adapting to Google Algorithm Updates

Google has a rich history of algorithm updates from Panda to Penguin that have changed the landscape of search engine optimization. Major algorithm updates typically target trends marketers use to manipulate search results for their clients and themselves.

For example, building backlinks with exact-match anchor text was a popular and effective strategy until Google’s Penguin update obliterated websites engaging in this practice.

Before that, the Panda update set its sights on “content farms” that used keyword manipulation so thin websites and low-quality content could outrank more informative articles.

Major algorithm updates have recently targeted manipulative content creation practices that utilize modern technology. I will outline two of Google’s most significant updates.


Helpful Content Update

The August 2022 Helpful Content Update was the first major algorithm update to target wide-scale content practices used by various marketing agencies. The onset of ChatGPT and other AI content-generation tools certainly prompted Google to take quick and decisive action with content generation.

While the HCU does not specifically target AI content, it does target the practice of mass-producing content for search engines rather than readers. Unfortunately, many roofing marketing companies misused content for years – long before ChatGPT emerged.

Because of this, many roofing company websites were hit by the Helpful Content Update and dropped in rankings and traffic.

My agency has helped many of these websites recover by removing unhelpful content and focusing on people-first content that meets the users’ intent and needs.


March 2024 Core Update

Google’s March 2024 Core Update further enforced systems introduced in the Helpful Content Update. Roofing companies saw even more ranking drops after March because of the increased scrutiny of mass-produced content, which is quite common with blog posts.

Within the documentation for this update, Google referred to a practice called “scaled content abuse,” which generates many pages for search engine manipulation. In the world of SEO for roofers, this aligns with “city pages” or “local landing pages” along with blog posts.

It’s becoming increasingly important for Google and its users to trust the author of website content. My agency developed a SAAS tool, DataPins, to inject legitimate branded signaling through schema markup and unique job images so that websites can meet Google’s new standards for E-E-A-T.


Choosing an SEO Agency

For most roofing companies, incorporating SEO yourself is a tall task. You don’t have the time or resources to devote to everything this guide covers.

As a result, you will have to choose a good SEO company to implement these strategies on your behalf. Before selecting roofing SEO services for your company, you should consider a few things.



Case Studies

Does the SEO company have a proven track record of success? Many have case studies on their website demonstrating organic traffic improvements over a fixed period. Of course, you shouldn’t automatically trust these studies. Still, the fact that they can showcase previous results is a green flag.


Pricing

SEO service pricing is a significant factor for roofers. After all, who wants to pay $5,000+ per month for SEO?

The most honest agencies charge between $500 and $2,500 monthly for search engine optimization, which is an excellent budget for your SEO campaign. Be careful, however, as some agencies lock you into a long-term contract.

Once you get stuck in a 12 or 24-month agreement, leaving your agency becomes more frustrating and expensive.


Reviews

You learned how reviews impact your roofing company and its SEO. The same is true for whichever agency you research on Google.

Check the Google Reviews for your top 3 agency considerations and compare and contrast the feedback. Google Reviews is the most trustworthy source as it guards against fake reviews or spam reviews.


Comfort

Last but not least is your comfort level with the SEO provider. Does your point of contact sound like a salesperson? Or do they sound like someone who genuinely understands SEO for roofing contractors and how it can apply to your online campaign?

In addition, attentive SEO specialists should craft a unique plan for your company. Perhaps you offer a specialty service which they should represent on your company website.


Nolen’s Last Words on Roofing SEO

As a former blue-collar business owner and the owner of a long-running SEO agency, I speak from experience, expertise, and empathy.

The minutia of a title tag and a meta description only matter in the context of how it can help your roofing business thrive.

As a token of my respect and admiration from one American business owner to the next, I want to offer you this free PDF on Google’s upcoming search generative experience.

And be sure to bookmark this guide as I regularly update it based on the latest trends in Roofing SEO.


Posted: | Updated: Oct 28, 2024 | Categories: SEO
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COVID-19: The Death of Door Knocking

Covid-19 has taken many things away from our society. However, it’s also given us something important: perspective. We now know just how quickly our daily life, routine, and business can change.

The roofing industry was a relatively lucky one. Even during the crisis, homeowners continued to require roof repairs, installations, and replacements. What Covid-19 did change was the marketing options roofers had to work with. The practice of door knocking, in particular, took a big hit, forcing countless roofing professionals to explore other opportunities for sharing their brand.

Today, we’ll explore the death (or at least the induced coma) of door knocking and what that means for your roofing business. We’ll also dig into your other options for marketing your company in the meantime. Listen in to our latest podcast and take notes as we discuss the changing landscape of the industry, and how your business can continue to thrive.

Takeaways for Enterprising Roofers

  • Even before the crisis, door knocking effectiveness had waned.
  • Today’s newest generations don’t answer the door for many people.
  • Covid-19 is an opportunity to reevaluate your marketing strategy.
  • Local SEO offers more lucrative gains than it did a few years ago.

Is Door Knocking Effective Now?

In the throws of Covid-19, door knocking has come grinding to a halt. Put simply, door knocking isn’t even an option right now. If you happen to come back and read this article in the future after the crisis has resolved itself, odds are door knocking still hasn’t recovered to its former glory.

It’s not your fault. Much of society has shifted away from answering the door bell anyway.

Even prior to the Covid-19 crisis, the death of door knocking seemed to draw ever closer and closer as younger generations took on the mantle of home ownership. The practice may never fully pass away, but its waning effectiveness means that your roofing company will likely need to focus in another direction for your marketing efforts.

What are My Marketing Options?

We could pour over the dozens of advertising options available on the market right now, but that would take too much time. Right now, your number one goal should be putting your brand in front of the people who are most likely to need your services. This begs a couple questions:

  • Where do you need to put your brand so that those people see it?
  • How do you focus specifically on people in your service area?

More than ever, homeowners (and commercial prospects) are looking online for their day to day needs. That includes big budget purchases like roof replacements too. So if you want to get your brand in front of the right eyes, that’s going to happen on a digital landscape.

Connecting with people in your specific service area is going to force you to think locally. This limits false leads from outside your community and maximizes your chances of converting to sales. No more driving an hour from your office just to perform shingle repairs (unless that’s something you really like doing).

Now that you’ve established online marketing offers the best brand exposure and you know locally-targeted marketing offers the best sales potential, that leads us to our final question. What digital marketing solution targets the greatest number of people within your service area?

The answer is Local SEO.

How Local SEO Works Now

If you want to develop a consistent stream of roofing leads, the most practical method to do so is local search engine optimization (local SEO). That means getting your company website to the top of Google Search results specifically for the people in your community.

Now you might say “But our company is already on Google. We have a website.” Unless you are literally the only roofing company within a 30 mile radius, simply having a website isn’t going to get you the sales you crave. With local SEO however, your website will start to deliver actual (qualified) leads for your business.

As your rankings improve on Google, you’ll naturally start to receive more calls from homeowners and/or commercial prospects in your community. More calls means more lead potential for your company.

How to Improve Local SEO Rankings

While Google uses hundreds of signals to determine ranking potential, there are a handful of areas that impact your local search rank the most.

These include:

  • Roofing Website Design
  • Google My Business Listing Optimization
  • Local Citation Creation
  • Domain Naming
  • Content Creation (Writing, Pictures, Etc.)

Thanks to industry changes over the last few years – Google’s Local Search Update of November 2019 was especially impactful – it’s easier than ever before for roofing companies to make large gains in local rankings. So don’t let unfamiliarity or inexperience stop you from earning more revenue for your business. Even if your team doesn’t have the time or resources to pursue it, there are several amazing marketing teams out their with the skills to manage it for you.

Ultimately, local SEO provides the best marketing opportunities for your business because it allows you to make quality connections with people within your community. If you’ve traditionally relied on door knocking until now to grow your company, it’s not too late to get started online. Of course, our team at Roofing Webmasters is always here to help!

Posted: | Updated: Mar 27, 2024 | Categories: Podcast
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How Schema Check-ins Radically Boost Local SEO


Roofing companies are always trying to find an edge over local competitors. As a result, many contractors have asked about the value of check-ins on their roofing company websites.

You’ve probably heard about multiple software tools that produce these check-ins, including our very own DataPins.


Roofing Website Check-ins (Screenshot)

Key Lessons for Roofing Contractors:

  • Building up a collection of check-ins each month drives higher local SEO rankings.
  • Consistency is key. Only your team can perform these check-ins.
  • This type of activity is rare, meaning businesses can still reap tremendous rewards.



How Check-ins Impact Local SEO

Jobsite check-ins are woefully under-utilized in the contracting industries. Of course, there’s another way of looking at it.ย 

Any roofing contractors who consistently utilize the right check-in tools can earn serious lead generation improvements through local SEO.ย 

Check-ins serve as a digital hand raise that showcases valid proof of roofing jobs in a particular service area.

When Google crawls local roofing websites, the search engine collects all the evidence it finds. Sure, website service pages can claim a business provides impact-resistant shingle installation, but how often is the company really performing that service?

Customer reviews and check-ins are The best evidence to influence Local SEO. The latter is what we’ll be talking about today.



How Do Jobsite Check-ins Work?

Check-ins wrap various data points into a collective entry that serves as a digital hand raise.

Have you ever seen a Google Map of your city? Hundreds of businesses line the streets, and all corners swell with thriving residential communities.

You do not see all the places your roofing company has provided service throughout the city. No matter how many times you’ve written about it on your website, Google doesn’t see it either.

Check-ins change that. When you whip out your phone and perform one, you provide Google with some invaluable data:


  • Your location,
  • The services you just finished providing and
  • The time.


Schema Check-in (Screenshot)

Check-in data includes schema markup, geo-coordinates, images, and captions.


Why Do Check-ins Matter?

While other companies are busy claiming to provide (for example) metal roofing installation in Atlanta, you’ve shown Google real evidence of your activity. That’s one small pin on the Google Maps, at first.

Scale this up to hundreds of pins over a year, and you’ve given Google a real reason to rank your business first in local search results.

All your competitors have roofing websites. Most of your competitors know how to collect reviews. Very few roofing companies in your area are performing check-ins.ย That means there’s a clear opportunity to get ahead of other brands and generate some exclusive roofing leads.

Thanks to the Local Search Update of last year, it’s now possible for young (or even brand new) businesses to win placements in local map packs if they optimize well. We’ve seen previously unknown brands earn top spots within months after starting a regular check-in program. The results are real!


Blog Posts vs. Check-ins for Roofers

When Google ranks local roofing websites, they look for various indicators, including content quality, domain authority, and E-E-A-T.

Most marketing agencies have attempted to boost their clients’ E-E-A-T scores with blog posts. The problem with blog posts is that they are written by English majors who know nothing about roofing. Therefore, 99% of roofing blog posts are written by non-experts.

Some of the most famous roofing marketing agencies will continue to sell you on the idea that blog posts are the best type of website content.

These agencies attempt to trick Google into thinking that roofing professionals are writing the posts. These individuals are intentionally violating Google’s guidelines on your behalf.


Who Can Use Check-ins?

Employees of any business can use check-ins once they have been granted a user login. At the end of each job, they take a picture of your installation (roof replacement, roof coating, etc.) and fill out the project information. Finally, you select “check-in,” and your job is done for that particular location.

The check-in is populated to your company website in the necessary context, creating an SEO advantage and also validating your business as credible. This kind of content is premium in Google’s eyes and cannot be copied or duplicated by a competitor’s website because of its uniqueness.


Maximizing Your Check-in Capabilities

The two things that make or break check-ins are frequency and accuracy. Accurate check-ins establish credibility with your business and serve as premium SEO content.

Frequent check-ins prove your business is doing regular jobs and indicate that you are a popular service. Furthermore, you will likely earn more reviews as you publish more check-ins on your website.

Since many of your competitors lack check-in functionality, accumulating as many as possible in the near term should give you a major head start several years later. Once other roofers start catching on, they will be significantly behind the curve you created.

Another aspect of check-ins that should be maximized is image optimization. If you snap an original photo on the job site, it will be worth far more from an SEO standpoint than a non-visual check-in or worse: a stock photo check-in.

The whole idea is to verify your legitimacy as a roofer, and nothing confirms that more than a picture of the actual job.


Conclusion on Schema Check-ins

SEO can seem like a rat race in many industries. But roofers must ask themselves about the most efficient way to grow their brand online. You differentiate yourself from other roofing websites by performing check-ins at job sites.

Not only can you improve local SEO on GMB and the Local 3 Pack, but you can also increase conversion rates and validate your presence in service areas that are outside your office or home zip code.

Nobody knows where SEO will be in 5 years, but the best estimate is that local businesses will be judged by social proof and confirmed job site check-ins.

Imagine being #1 on GMB rankings and being able to serve customers throughout all nearby service areas. This is what online roofing marketing may look like in the coming years.


Posted: | Updated: Mar 5, 2024 | Categories: Local SEO
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How I Got Started in SEO | Roofing SEO Podcast

When no one offers a solution to your problem, sometimes you have to become the answer! Through a strange adventure filled with twists and turns, a long-time professional in the home security industry became the founder of an SEO and web design company. Nolen and Jason talk about the history of Roofing Webmasters!

Key Lessons for Roofing Professionals

  • Marketing is one of the most powerful factors contributing towards roofing company success.
  • Online marketing grows your digital channel of leads.
  • It takes dedication to make page one in search results, but the payoffs are huge.
  • In-house marketing is impractical (and expensive) for most small businesses.

A Brief History

Roofing Webmasters actually grew out of a completely different industry! Years ago, our founder Nolen Walker ran a home security business out of the Dallas / Fort Worth area. When telemarketing began to face strong federal backlash, he saw that online advertising and website optimization was the best way to further his business.

Unfortunately, few local marketing companies had any experience with SEO. Those that did charged a fortune for the most basic services. Their cockiness and patronizing drove Nolen away from their services very quickly!

Dissatisfaction Breeds Innovation

Nolen decided to take matters into his own hands by hiring an in-house team of marketers to promote the business. It was a very expensive proposition at the time, but it laid the groundwork of what would ultimately become Roofing Webmasters! Today, our team consists of over twenty content writers, web designers, programmers, video specialists, and SEO analysts.

We take on the online marketing challenges that are too time-consuming or costly for many roofing professionals to handle themselves.

Local Roofing Companies Show in the Google Map Pack

Crucial Lessons From Our Past

It took years of trial and error to find the well-balanced team of professionals we have today. We learned some crucial marketing lessons during that time.

  • The most successful businesses typically invest heavily in marketing.
  • Not all digital marketing firms have the necessary experience to manage SEO.
  • In-house is an expensive challenge that most businesses can’t manage.
  • Cockyness isn’t always a sign of expertise.
  • Clear communication with your marketing team is essential for long-term success.

These are lessons that we continually honor and share as we serve businesses across the country. They are why we strive so hard to provide timely, customized service for our clients. But enough about our business! Why does online marketing matter for your roofing company?

Why Online Marketing Matters

The concept behind marketing is a simple one to grasp: if you want people to know about your services, they have to be told. If you need prospects to choose your team over a competitor, you have to persuade them. Marketing accomplishes both of these goals, providing the necessary information and persuasion to draw clients into your revenue stream.

Marketing is simply part of doing business.

That truth extends into the realm of search marketing, which connects your company brand / website with local consumers on Google Search. With so many people relying on Google to find their essential services, it’s amazing how many professionals in the roofing industry still don’t quite grasp the significance of this type of marketing. Yet there are so many benefits to reap from it!

Expanded Revenue Potential

Think of all the consumers looking for roofing service online! Search marketing provides roofers with the essential visibility and authority needed to earn premium rankings. Scoring page one rankings could land you thousands of dollars in new revenues each year. The best part? Organic search results are so much cheaper than buying leads from a seller!

Impressions Stat on Search Console

Enhanced Branding Growth

How people perceive your business is just as important as what you have to say about it, if not more. With a high ranking website on Google Search, people automatically perceive your business as more authoritative and trustworthy. Enhance that site with professional web design, plentiful client reviews, and verified local citations (from Yelp, BBB, etc) for an even stronger online performance!

These are all activities your search marketing strategy should include.

Empowered Customer Service

Be where the customers are. That’s a crucial pillar of business and an even more essential facet of customer service. If your potential clients can’t even find your business online, then how can they find the relief they need? Search marketing enables your company to better communicate with the thousands of homeowners, through your website and other online assets.

Thousands of contractors claim superior skill and expertise, but few take the time to answer the key questions that consumers ask every day.

Keywords on a Roofing Company's Search Console

Posted: | Updated: Mar 27, 2024 | Categories: Podcast
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Local SEO Updates For Roofers | Roofing SEO Podcast

This is the tale of how a fresh-faced contractor with a brand new website managed to dethrone an industry champion…in two months. Learn how changes in local SEO (and some fancy software) made it all possible. If you’ve struggled to get ahead in search this year, be sure to listen in!

Local SEO Tips for Roofers

  • Local SEO for roofers begins with claiming and verifying your Google My Business listing.
  • Reviews provide strong evidence of your company activity and dependability.
  • Local search results can change much faster than regular organic listings.

Bob: the Local SEO Superstar

“Bob” recently broke into the plumbing industry for a town of over a quarter million people. As you may know, our team at the Webmasters supports businesses from all kinds of industries (though we specialize in roofing, plumbing, and HVAC). Here was Bob with a brand new business, a freshly minted website, and what seemed like a long road towards success ahead of him.

In just two months, Bob earned the top spot in a local map pack for one of the most competitive keywords in the industry! 

As a matter of fact, Bob secured top listings for several critical phrases in his local search area. You can bet he’s enjoying an outpouring of business in both his hometown and nearby cities. Wondering how Bob pulled off such an amazing transformation as a brand new business?

Two factors made Bob’s outrageous success possible: the recent Local Search Update from Google, and geotagging. We have great news for you! Your roofing company can take advantage of these opportunities too.

Here’s how…

A Local Map Pack For a Common Roofing Term
What if You Could Secure Highly Competitive Keywords in Local Search?

The Shift in Local SEO

While organic rankings depend predominantly on your company website, local SEO focuses on your Google My Business (GMB) account. The search engine analyzes your listing to determine your industry, related services, contact information, and operational details (such as business hours). Afterward, it examines your company website to find supporting evidence.

In other words, you need both an optimized GMB and an optimized website to win in local SEO.

With the latest major update to Google’s search algorithm – release was surprisingly quiet, by the way – local mapping results have shifted yet again. We’ve seen local contracting champions with hundreds of reviews dethroned by underdogs with less than ten! Bob, our new plumbing contractor, dethroned an established business that had likely held that spot for years. Your roofing company can do the same!

The Big Difference

Once again, well-written and schema-coded content seems to be coming out on top with this Local Search Update. The map pack champions falling out of top local placements typically share one trait in common: they haven’t taken the time to optimize their websites. On the other hand, the businesses skyrocketing up in local search have carefully made keyword-rich service pages. All their pages are further enhanced with schema code.

If you’re a long-time brand in the roofing industry, this should scare you.

No more resting on being the oldest roofing company in town! Google continues to seek out the best user experience for consumers, and so should you. If your ranks are falling fast in local search, it’s time to reassess your website content and design.

Bob’s Secret Weapon

As we mentioned before, Bob’s success rested on two factors. We’ve covered how the Local Search Update paved the way for him to overthrow long-running industry champs in his community. Bob relied on another key tool for his wild success. His secret weapon: geotagging.

Geotagging is the process of adding GPS (or location) data to your digital assets. In Bob’s case, he used our Righteous Reviews software to geotag both his on-site check-ins and his client reviews. Most businesses can only claim they provide services in a particular area. In Bob’s case, Google started seeing little pins all across the community map in places Bob completed projects and homeowners had left glowing reviews. The search engine absolutely craves this data, because it provides concrete proof of a business’ service area!

All of Bob’s check-ins and geotagged reviews sync with the related service and city pages. This means the latest tag gets automatically uploaded to his pages, where Google notes the new activity and rewards the business with higher rankings. This is how a brand new business (with a two-month-old website) managed to take the top spot in local search for one of the most competitive keywords in his industry!

Posted: | Updated: Mar 27, 2024 | Categories: Podcast
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Local Search Update For Roofers | Roofing SEO Podcast

The digital marketing world knows Google well for its secrecy, but not so much for subtlety. When the search engine giant drops a massive new update that potentially affects millions of businesses around the country, you can bet there will be a scramble to get up to speed on critical changes. Thankfully, our team at Roofing Webmasters has done all the Local SEO prep work already.

So let’s talk about the Local Search Update, and how your business can adjust its content strategy!

SEO Tips for Roofers

  • The latest local search update places even greater emphasis on diverse keyword strategy.
  • Make sure your website has enough service pages to rank for your desired terms!
  • Google My Business should be optimized and filled out as much as possible.
  • Schema coding dramatically helps your business stand out from others.

Immediate Impact of the Local Search Update

Let’s get started with the most important impact the local search update might have on your roofing business. If you’ve relied on a company name that incorporates an industry keyword (ex: Bill’s Roof Repair) to earn you leads, you may have already noticed a steep drop in local listings. That’s because Google’s neural mapping system has expanded the search engine’s ability to recognize synonyms of hot industry keywords.

Now Google can recognize all kinds of synonyms and phrases related to roofing and use them to assign ranks in local search results.

If your business has already developed a diverse collection of industry keywords on your roofing company website, you may notice an increase in rank. However, if you’ve relied on generic go-to phrases that everyone else does, you may drop in local search ranks. That could be especially damaging if you’ve held a long-term position at the top of a local map pack!

Your Strategy

How to Take Advantage of the Local Search Update

As always, Google connects search users with the highest quality content. Since they don’t have to rely on exact matching and the same old keywords, they will vigorously expand their ranking process to hunt for even better search results. There are a few ways you can take advantage of the local search update for your business:

How to Earn Stronger Ranking After the Local Search Update

  • Make sure your website has dedicated pages for each of your specific services.
  • Avoid spammy (repetitive) usage of keywords as you try to rank.
  • Write naturally, using synonyms and language a ninth grader could understand.
  • Infuse your pages with schema code, especially in headers and lists.
  • Continue releasing material (through content marketing) with new, relevant keywords.

Key Tools

What Tools Can You Use to Optimize?

If you haven’t taken the time to develop a broader keyword strategy, don’t worry. There’s always time to start optimizing your website. Look to helpful tools like SEMrush, Moz Keyword Explorer, Answer the Public, and Ubersuggest to search out new and exciting phrases!

Ideally, you’ll want to target mid to low-volume phrases with high user intent. That means the terms themselves clearly reveal what the consumer is looking for (such as installation service). Mixing these quality keywords in with more generic phrases makes your content pop in Google Search!

If you haven’t taken the time to update your Google My Business (GMB) account recently, it’s time to take another look! No other tools affect your local listings as much as your GMB, so regular checkups are essential. Continue adding photos of all your greatest jobs! You can also promote limited-time offers through GMB posts.

Is Your Website Ready?

There are a few ways to tell whether or not your website is ready for the Local Search Update. First, compare the number of pages on your website to the number of individual services your company provides. If the site currently tries to advertise all your services on a handful of pages – it’s even worse if your site doesn’t mention them at all – you’re not ranking as well as you could be. Dedicated service pages are the way to go, at least for now. 

Next, make sure that your pages have plenty of schema code. This coding allows Google to better interpret various page elements on your website, improving your chance of earning outstanding local ranks. If you haven’t already, you need to listen to our talk on Righteous Reviews and schema-enriched client reviews! The results we’ve seen in local search are truly incredible.

If you’d like to learn more about local search, the Local Search Update, or anything related to website optimization, our team at Roofing Webmasters would love to talk with you! Consult with our experts for free at (800) 353-5758, and see why so many contractors come to us for higher search rankings.

Posted: | Updated: Mar 27, 2024 | Categories: Podcast
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True Client Stories: Roofing GMB Nightmare

We’ve all heard the tales of marketing disasters, but few professionals fully understand just how close they could be to losing serious business online. In our latest podcast, Nolen tells the scary story of how a once successful roofing professional lost over two thirds of their annual revenue ($2+ million) thanks to some unfortunate online mistakes! If you ever feel worried about the future of your lead generation, be sure to listen in.

Key Lessons for Roofing Professionals

  • Your Google My Business account plays an essential role in local search results!
  • Trying to manipulate the rankings of other companies is a recipe for disaster.
  • Relying exclusively on reviews and referral traffic can lead to sudden drops in lead generation.
  • Make sure your company has an organic presence to work off of.

A Shaky Foundation

Every seasoned industry professional knows that even the strongest roofing system is only as sound as its supporting framework. Without a solid foundation to rely on, a roof can quite literally implode on itself. One roofing company owner – we’ll call him “Bob” – found out the hard way that this concept applies to online search marketing as well!

In fact, a handful of mistakes cost his business over two million dollars in one year!

Bob ran a very successful company. With years of experience under their belts, Bob’s team managed to complete hundreds of roofing projects each year. Much of his business arose from repair and replacement jobs, as the company operated in one of the top hail-prone states in the country. His staff consisted of over 30 people, and the business still saw fantastic profits year over year. Unfortunately, all Bob’s success came crumbling down around him one day.

A Painful Local Search Mistake

Bob’s company did little in the way of marketing online, with the exception of collecting reviews. The company’s Google My Business account had yet to be verified. His website lacked essential optimization factors that could elevate rankings in local search. He didn’t even have to advertise very often. Like too many contractors and owners, Bob assumed that the company could coast along in reviews, so that’s where he spent his efforts. 

That’s where he made the gravest mistake of all.

A Customer Leaves a Review for a Roofing Contractor
Bob Accidentally Violated Google Quality Guidelines by Offering Discounts for Reviews.

Bob wanted to encourage people to submit reviews for his company, so he offered $50 gift cards for anyone who would provide them. In the man’s defense, he wasn’t trying to coerce or bribe people for better ratings. His team already did great work, and the reviews created were from real, happy customers.

That didn’t matter when Google found out about his practice. It seems an unhappy former employee contacted the search engine and informed on his boss’ practice. Since this violated Google’s quality guidelines, they closed down Bob’s GMB account. Almost overnight, Bob’s roofing company went from premium rankings to practically disappearing in local map results.

A Difficult Lesson

Bob made an honest mistake when he incentivized reviews. Regardless, his company went from earning $3+ million in revenue to less than a third of that. He contacted Google, eagerly sought out his error, and apologized. Google reinstated his account, but Bob’s company still hadn’t recovered when they came to our team at Roofing Webmasters for help.

His company signed on, and we’ve worked very hard to restore Bob’s company to their former online glory. It’s been a challenging journey. The shaky reviews-only foundation that had supported the business collapsed when the GMB account was suspended! Because the company had practically zero search engine optimization for their website, no one could find the brand when they tried to search local contractors. 

We’ve since started overhauling Bob’s website so he can start ranking again, but it’s going to take some time before his team fully recovers.

An Example of a Well-Optimized Website
Even in Rare Search Mistakes, Well-Optimized Sites Like This One Can Bounce Back With Steady Organic Traffic.

How Can You Avoid Bob’s Mistake?

There are a few key activities you can tackle to lessen your chances of a major marketing disaster like Bob’s. First, make sure that you’ve claimed, completed, and verified your Google My Business listing. While verification methods change from time to time, you should be able to get your roofing company taken care of within a few weeks.

Second, invest in a quality, search-optimized website. A sturdy website should have dedicated pages for each of your services. We see companies that provide dozens of services strip down their list to two or three, then jam-pack those few pages with way too many keywords. Instead, craft a handful of pages for your top categories (such as residential, metal, and commercial roofing), then create sub-pages beneath each of those with all the related services. Take time to work related keywords into every page in a way that reads naturally.

Finally, make sure that your company is consistently asking customers with reviews. Of course, you should avoid any sort of practice that could be interpreted as incentivizing reviews! If you ever feel unsure about a particular practice, check out Google’s Webmaster Quality Guidelines

How to Earn Leads and Avoid Search Penalties

  • Register, claim, and verify your GMB account.
  • Create a custom, keyword-optimized website with dedicated service pages.
  • Collect reviews from a variety of sources (Yelp, Google Reviews, Manta, etc)
  • Get listed with citation sources, such as the Better Business Bureau.
  • Never offer incentives for reviews!
  • Never try to mess with reviews or listings for competitors.
  • Consult Google’s webmaster quality guidelines.

If you’ve been hit with a serious Google penalty, our team at Roofing Webmasters would love to help. Contact us anytime at (800) 353-5758 for a free consultation!

Other Resources from the Roofing Webmasters

Podcasts and Articles
14 Roofing Sales Strategies to Boost Income Potential (Article)
Roofing Marketing: 22 Proven Tips for Contractors (Article)
Skin in the Game with Roofer Marketing Dollars (Podcast)

Related Services
Google My Business
Google Maps for Roofing Contractors
Local Search Marketing for Roofers

Posted: | Updated: Mar 27, 2024 | Categories: Podcast
  • expertise.com best seo agencies in fort worth
  • contractors of america best digital agency
  • roofers coffee partner
  • national roofing contractors association nrca partner
  • roofers guild accredited agency
  • roofers paradise best of award

True Client Stories: 34 Minutes and 34 Seconds Of Roofer Story Hell For Nolen

It’s a story we hear over and over again. A roofing contractor tells of how digital marketing companies have cheated them in the past. The frustration is so intense, so palpable at times, that contractors can’t even move forward and escape their situation. That’s the greatest tragedy.

We understand what it feels like to be disappointed and anxious. In today’s podcast, Nolen and Jason discuss real world contractors who’ve gotten stuck in a vicious cycle of marketing failure. Thankfully, your business doesn’t have to settle for mediocre business growth! We’ll explore how your company can start over again with a new, productive marketing plan.

Helpful Tips for Roofing Professionals

  • Before trying to fix your marketing plan, try taking some time to clear your head.
  • Use Google Analytics to see where your website is falling short.
  • See what the top roofing companies in your community do with their website strategies.
  • Try consulting with an expert before committing to one particular strategy.

Turning Frustration into Action

How can you take months (or even years) of disappointment, and turn them into success for your roofing company? It’s an arduous process, but we’ve seen so many businesses turn their marketing around with fantastic results. It all starts with examining your current situation, removing hindrances, evaluating your strategy, and making baby steps towards success.

You don’t have to have the perfect marketing plan to earn a place among the top local companies.

This process does require a clear head however, so give yourself some time to calm, organize your thoughts, and (if necessary) get alone by yourself. Anxiety only hinders your ability to plan, and online marketing strategy requires clear thinking! If necessary, you can talk about your current situation with a seasoned marketing expert, but try to do some research by yourself first.

Step #1: Make Your Exit

What’s the first step to escaping mediocre marketing results? Part ways with your current marketing strategy. That doesn’t mean you have to get rid of every marketing asset you have. But you do need to recognize which aspects of your plans are not contributing to your company’s success.

Online Marketing Graph Information
Your Marketing Company Should Be Able to Show Provide Proof of ROI.

Now, hopefully you have enough control of your online marketing program that you can determine which elements are actually producing leads. If not, that’s okay. A lot of businesses who pay an agency to manage their marketing end up with little understanding of what’s actually going on month to month. In cases where your marketing company shows no results after years of work, it’s often best to simply walk away and start fresh.

As you restart your online marketing, there are a few crucial assets to maintain.

  • Your Domain Name – if you have a long-time domain name, don’t get rid of it!
  • Your Brand – closely tied to your domain, your seasoned brand may still offer value.
  • Your Social Media Accounts – again, seasoned accounts are important for your brand.
  • Your Local Citations – don’t get rid of your profiles just yet, even if you have poor reviews.

Some experienced companies mistakenly get rid of these valuable resources. Hold onto them for now, especially your domain name! It’s a source of credibility and trust for your business. Without it, you will truly be starting over in your online marketing efforts.

Step #2: Reassess Your Strategy

Have you built a solid foundation for your local search performance? Most businesses haven’t, assuming that their marketing company can just flip a switch and enjoy instant success. In reality, real results demand careful preparation, website design, and reputation management. It won’t come by paying another business for mediocre leads either!

Take a sheet of paper (or a digital spreadsheet) and write down every marketing channel you’ve directed funds to over the last year. Examine each channel, and determine whether it’s contributing to immediate leads or long-term business growth. Here’s what your sheet might look like…

Digital Marketing Expenditure Report
Notice the Relatively Low Investment Towards Long-Term Company Growth.

Are you actively investing money towards building up your brand value, or has your marketing been focused on creating immediate leads? Channels like Google Ads and Lead Sales won’t contribute much to your long-term company growth, especially if you don’t have an optimized website to support them! We actually love Google Ads at Roofing Webmasters, but they work best for supplementing your leads, not driving them.

If you think the above report seems a little too highly priced, you’d be amazed how many contractors spend tens of thousands of dollars per month without earning a satisfactory return on their investment. For now, focus on understanding where your funds have been going, so that you can remember which channels aren’t producing good results for your team.

Step #3: Step Towards Success

Now all of this careful planning is wasted if we simply throw up our hands and swear away marketing. Once you’ve gotten a clear picture of the digital marketing channels that aren’t providing real growth for your business, it’s time to start taking steps towards success. Baby steps, mind you!

If you’ve discovered some areas missing in your marketing strategy, now is a great time to fill in the gaps. Here are some extremely valuable actions you can start on immediately!

  • If you haven’t already, claim, complete, and register your Google My Business account.
  • Contact Yelp, the BBB, Manta, and other citation sources and get listed.
  • Start a Facebook Business page and provide your contact information.
  • Train your team on how to ask for reviews after every successful project.

A Google Analytics Showing Upward Growth Trend
Upward Growth Takes Time, But You Can Start Taking Steps Now!

Follow these steps, and you’ll be well on your way towards developing lasting growth for your roofing business! If you need an experienced web design team to help you with your website optimization, our seasoned pros at Roofing Webmasters would love to partner with you. We’ve supported hundreds of businesses across the US, producing better search rankings and higher traffic.

For a free consultation with one of our SEO professionals, call us at (800) 353-5758!

Other Resources From Roofing Webmasters

Related Podcasts and Articles
Roofing, Marketing, and the Truth About Leads (Podcast)
Skin in the Game with Roofer Marketing Dollars (Podcast)
14 Roofing Sales Strategies to Boost Income Potential (Article)

Helpful Services From RW
Roofer SEO Services
– Website Design for Roofing Companies
Online Citations For Roofers

Posted: | Updated: Mar 27, 2024 | Categories: Podcast
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  • contractors of america best digital agency
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Online Marketing For New Roofers (Podcast)

The best way to kick off your online marketing is with an open mind and zero assumptions. Marketing changes year after year, and the strategies that guided roofing professionals five years ago don’t always apply to today’s standards. Thankfully, your first steps toward building your brand and earning online leads are pretty simple.

Below, Nolen and Jason chat about claiming your domain name, setting up your Google My Business account, and earning reviews. Be sure to listen in if you’re operating on a tight marketing budget because most of these steps are either free or very low-cost. Let’s get started.

Helpful Tips for Roofing Online Marketing:

  • Local SEO begins with three key elements: your GMB listing, website, and reviews.
  • Cheap is better than nothing! Even a cheap website can start building equity for your brand.
  • Reviews heavily impact your results in local search, so keep asking for them!
  • Avoid complications later by getting your domain name registered under your business.

Just Starting Out

Even the idea of building your own roofing company is still fresh in your mind. You don’t have any website, specially wrapped trucks, or even a brand. But, you’re in the perfect place to craft a successful, optimized online marketing strategy! It all begins with three simple yet crucial steps.

How to Begin Your Online Marketing

  • Step #1: Pick and Claim Your Website Domain
  • Step #2: Claim Your Google My Business Listing
  • Step #3: Craft Your Starter Website

Depending on the competitive nature of your service area, you should be able to complete these steps for a few hundred bucks (maybe less). First, however, these are tasks you need to nail. So let’s take a little time to dig into each marketing task.

Choosing Your Domain Name

A considerable part of your online branding, the company domain name heavily impacts how easily people find your business. However, so many roofing businesses struggle with the selection process because they’re suffering from outdated strategies. For example, ten years ago, the most powerful domain name you could pick was (city name, plus “Roofer”).

Try employing that same domain strategy today, and you’ll almost certainly fall into the back pages of local search (where no one ever clicks). 

When a potential customer makes searches for “(city) roofer” now, they see results dominated by local guides, lead sellers, and listicle articles dedicated to the most experienced contractors in the area. Unfortunately, Google can’t distinguish these domain names from a general search, dramatically reducing the chances for a company with that name to succeed.

In short: don’t pick your city with a generic roofing term for your domain, or no one will ever find you.

Dallas Search Top Results

Nailing the Domain Name

Aim for uniqueness. If your domain stands out from the established roofers within 50 miles, that’s a serious win. There are a few tactics to distinguish your brand from other roofing companies:

  • Use a distinct personal name. Example: jimbobsroofing.com
  • Pick an uncommon symbol. Example: 7wiseroofingguys.com
  • Try a different domain extension. Example: htownroofing.co
  • Add your state abbreviation for better results. Example: roofingbrostx.com

Your domain name doesn’t have to be funny or clever to succeed. Just make sure that it’s clear enough for people to remember and Google to distinguish from general industry terms. Follow these guidelines, and you’ll have an excellent start for your online marketing!

Claim Your GMB Listing

If you want your roofing company to appear in Google Maps searches, you must claim and complete your Google My Business listing.

All you have to do is fill out all the necessary contact/location info, answer any industry-related questions, and go through Google’s verification process. Your GMB listing information should be the same details you use for all your other citation sources. When you claim a Yelp company profile (for instance), be sure that even your address abbreviations perfectly match those in your GMB account.

When your GMB listing finally activates – this usually takes a week or two – you’ll also gain access to a company Knowledge Graph when people search your business directly. From there, potential customers can access your reviews, website, company number, and much more! You can even create promotional posts in your GMB account specifically for the Knowledge Graph.

Google My Business Website

Build Your First Website

One of the great perks of starting an online website these days is that you have access to a host of great starter templates. While they don’t have the same schema coding or professional SEO of designer sites, you can always start with a free template to get the business going. In addition, a functional website contributes to your domain’s searchability as your business ages and earns new customers.

Start by choosing a color scheme and layout that’s appropriate for your community and client type. From there, most templates allow you to add pages for each of your roofing services. You’ll want to consolidate them under a handful of service categories (we generally recommend sticking with four or less) because this makes it easier for people to find their desired solutions. Next, make sure your pages are keyword-optimized, then craft a company blog post at least once a month.

Cheap Website Template

Looking for an SEO Expert?

Building a sustainable roofing business is a real challenge, especially in more competitive markets. Still, these beginning steps will take your business a long way towards creating a successful brand. As your company grows, you’ll be able to invest in more refined website design, PPC campaigns, and social media outlets.

When that day comes, our team at Roofing Webmasters would love to help take your brand to the next level! Our roofing clients regularly earn page one rankings for dozens of keywords, producing higher traffic and better quality leads. 

Posted: | Updated: Mar 27, 2024 | Categories: Podcast
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The Google Homepage For Roofers (Podcast)

Do you ever worry about what shows up when people search your company on Google? While there are all kinds of results that benefit your brand, it pays to pay close attention to local search results! In today’s podcast, Nolen and Jason discuss these topics and other aspects of your Google Homepage. So if you’ve struggled with low traffic or poor reviews, be sure to listen in.

Helpful Tips on Google Homepages:

  • Regular GMB (Google My Business) updates make your site more valuable to Google.
  • Make sure you create enough content that other people aren’t controlling the narrative for your company and brand.
  • Avoid concentrated negative feedback by consistently asking for reviews.

What is a Google Homepage?

When a potential customer searches your company name/brand, the result that pops up is what’s known as your Google Homepage. You’ll see a knowledge graph on the right-hand side that contains crucial information about your company, including contact information. The listings on the rest of the screen may arise from many sources, such as:

  • Your Company Website
  • Your Most Popular Published Articles
  • Social Media Posts or Profiles
  • Citation Companies (Yelp, BBB, etc.)
  • Listicle Articles (“Best Roofers in Dallas” if you’re lucky!)
  • Listings from Lead Sellers (like Homeadvisor)

The sum of all these listings and features is your Google Homepage. From this homepage, consumers or commercial prospects will build a perception of your business. That’s why you must control what shows up when people search your name.

Webmasters Google Homepage

The Knowledge Graph

Think of the knowledge graph as a hub where people can access info on your company without ever stopping on your website. There’s a wealth of contact and location-based information. Potential customers can even contact your team directly from the knowledge graph by phone call or instant messaging. The Google Homepage feature also provides convenient buttons that link directly to maps and your homepage for those needing directions to your office or your website.

Those are just a handful of the features housed in the knowledge graph.

FAQs

Frequently Asked Questions

Did you know that your knowledge graph contains a section for direct questions to your business? This handy feature allows local consumers to interact with your company almost directly, learning handy tidbits and history about your brand. While anyone can post answers to these questions, this feature offers one fantastic opportunity.

You can post questions to your FAQ, then answer them! 

Think of some of the most popular topics people bring up about your company. Then, you can proactively answer questions about your roofing team’s services, your experience, and your warranties. Answering questions might encourage someone to investigate your services further or even prompt a call directly from the Google Homepage!

GMB Posts

Google My Business Posts

Businesses can also use their GMB accounts to create posts within the knowledge graph. You can use these posts to promote your latest blog articles further, show off ongoing promotions, or even introduce your team members. There’s only one catch: posts disappear off the knowledge graph after seven days. Consumers can still access them, but they won’t be visible after that period.

Try posting at least once a week if you want to get the most out of the GMB posts. 

You can further improve their functionality by adding pre-programmed calls to action at the bottom of each post. For example, “Learn more” is perfect for segueing into a blog article, while “Call now” is an excellent option for encouraging impulse calls. Again, experiment to see what sort of formatting works with your audience.

How to Enhance Your Google Homepage

Want to take back control of your Google Homepage? Start by reviewing all the materials that Google likes to see for your business. Then, you can start creating positive mentions of your brand through various channels.

Great Listings for Your Google Homepage

  • Better Business Bureau profiles and reviews
  • Facebook Business profiles and recommendations
  • Yelp listings and other citation sources
  • Your company website
  • Popular blog articles from your team
  • Entries in “Top X Roofers” articles

Any of these listings look fabulous for your brand. However, you don’t want negative social media posts showing up because your company hasn’t been active online! Of course, it’s not the end of the world if that happens, but you’ll need to get busy if you want to improve your reputation.

Steps to Improve Your Company Image

Take an active stance on updating your Google My Business account. Start posting regularly, and take some time to upload some quality photos of your work and staff! These create a more personable feeling for your brand, and they look great in the knowledge graph. Be sure to make that FAQ we talked about earlier too.

Next, you’ll want to get start regularly posting blog articles each month. “How To” posts are powerful fuel for website traffic, and you can tackle some pressing homeowner issues. Competent contractors can make these posts travel farther by sharing them on social media.

Finally, be sure your company appears on all the popular citation directories. The BBB, Yelp, and Manta are all great listing companies for roofing contractors. It will make it easier to collect reviews from all your happy fans as you complete your projects.

Posted: | Updated: Mar 27, 2024 | Categories: Podcast