Tag Archives: reputation management

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.

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.

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

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.

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. 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.

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

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.

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.

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.

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.

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.

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.