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Roofing SEO: The Definitive Guide for Roofers

This roofing SEO 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 web geek cocky marketers screwed over my home service business.

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

This shared experience of dealing with egotistical and conniving 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.


Over the past decade-plus running Roofing Webmasters, those principles have powered our 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 Displayed
Roofing Client Logo
Roofing Client Logo Example

While I am always open to working with new roofing clients throughout the United States, I owe it to the roofing industry at large to share our 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 despicable individuals in the 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 is roofing SEO, and why is it 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: The Definitive 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 various tasks, including 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?

Let’s say you own and operate a roofing company in Lubbock, TX. Ranking #1 on search results for “roof repair in Lubbock, TX” 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 is not an as-you-go process. A well-laid, detailed strategy is essential for SEO to work properly. With this in mind, 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 keyword’s search volume and competition level—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 aren’t just abstract concepts floating out there in space. In many ways, they represent your target customers. That’s why keyword research tasks should be calculated and intentional. If you run a roofing company in Hartford, CT, you won’t want clicks from people in New York City.


National Keywords

Don’t worry. Local websites aren’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 their 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.


Roofing Company Keyword Research Ubersuggest

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 “roof repair” shows consistently high volume throughout all parts of the United States.

If your roofing company serves Atlanta, GA, your keyword would be “roof repair Atlanta” or “Atlanta roof repair.” 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, “roof repair Atlanta” has a search volume of 11-50 and, therefore, would be a better term to target than “Atlanta roof repair,” which has a volume of 0-10.

You should still use both terms within the body of your content to support Latent Semantic Indexing (LSI), which I’ll discuss in greater detail later. However, for your traditional on-page SEO (meta, title, headers, etc.), “roof repair Atlanta” will be the more valuable search term.


Roof Repair Atlanta 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.

Let’s say your roofing company provides a modified bitumen roof installation. You’d want to research the volume for terms like “modified bitumen roofing services” and “modified bitumen flat roof installation.” 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 “modified bitumen flat roof installation Louisville.”

With such a long-tail keyword, you’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!


Local Keyword Ranking Louisville (Screenshot)

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, you’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 “parent” 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 this…


www.yourroofingwebsite.com/residential-roofing/

www.yourroofingwebsite.com/commerciall-roofing/


Under those main pages would be more specific, lower-level or “child” pages.

“Commercial Roof Replacement,” for instance, would be a child page of Commercial Roofing, while “Residential Roof Replacement” would be a child page of Residential Roofing. In the URL, a child page would look like this…


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


Child pages can be further broken down 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 from Roofing Website

Images & Videos

User experience plays a key part in a website’s performance. That’s why images and videos naturally fit well in most SEO strategies. Designated certain images for specific pages to prevent duplication and accidental mismatches.

The best images are always original, meaning 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.


Video Page Example

Search Engine Optimization: The Implementation Stage

SEO is a massive-scale undertaking spread across multiple activities. You shouldn’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 you’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, “Failure to plan is planning to fail.”


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 user’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 company’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 Element Examples

A roofing website should have a unique differentiating presentation by showcasing your company’s logo and contact information.


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 visitor’s call to action.

For those unfamiliar with the acronym, “NAP” stands for “name, address, and phone number. “ That information should be clearly evident on each page of your website (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!


Roofing 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 “Free SEO Audit” 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.


Roofing Call To Action Examples

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


Website Personalization

Nothing establishes trust faster than personalization. Your roofing company website should display images of your roofing company. It doesn’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 a multitude of options to personalize your website. Your homepage deserves original photos, most of all. Prospective customers want to know who they’re dealing with.

Effective marketing speaks directly to the consumer. Ordinary stock photos won’t convey trust but instead limit website conversion rates.


Personilization Elements on Website

Badges & Accolades

Personalized photos of your business create trust. Badges and accolades further build that confidence in your brand’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 you’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 “As Seen On” section.

Consider prestigious certifications like these below when adorning your website:


Bages on Roofing Homepage

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 smartphone—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 website’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.


Foam Roofing Video Carousel (Screenshot)

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


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 company’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.


On Site Review Screenshot

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


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 Google’s mobile-first index update, they’ve made it clear that pages with mobile appeal will be given priority on search results.

There’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.


Roofing Website Mobile Display

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


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 website’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 you’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.


HTTPS Address

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


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, you’ll also want to rank on traditional organic results for queries involving your target keywords and locations.

Remember that you should only target cities that 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, you’ll need to verify that address privately using the either the postcard or video verification method.


Local Roofing SEO Example (Screenshot)

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 Angie’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, you’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.


Claim Your Listing Home Advisor Screenshot

NAP Consistency

In congruence with claiming business citations on local business directories, you’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.


Ariat Roofing Yelp Screenshot

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


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.


NAP Information on GMB Listing

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


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 mass production of city or county pages, a tactic known as “spinning.” 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.


Philadelphia City Page on Roofing Website

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


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 Roofing 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.

Roofing 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 will rank and the more they will venture into other forms of 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

Your keyword strategy will be deployed in various ways during on-page optimization. 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 “city,” your title could be:


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

and 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, as well as 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 Within Roofing Content

Title Tags

The Title Tag or SEO Title of a page appears on 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 is also representative of your website and services. You don’t want to mislead anybody because they will exit immediately if they feel like they’ve been swindled.

For local roofers, you won’t need anything too over the top within a title tag. It might be as simple as “Roofer in Atlanta, GA | Schedule Your Roof Inspection Today.” 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 it’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. It’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.


Meta Description on SERP

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 it’s ideal to have your keyword within it.

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. 

You’ll notice how that reads better than an alternative like:


myroofingcompany.com/residential/residential-roof-repair

There’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 on WordPress

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 … 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 it’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 you’ve wondered why on-page SEO isn’t just called “SEO,” it’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 website’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 “off-site” 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 to be a local ranking factor, so social media activity alone is likely to 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 won’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 website’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.


Inbound Links MOZ

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


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 don’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.


Roofing Sitemap Screenshot

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


Site Speed Optimization

Attention spans are shorter than ever, and a site’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 and or programmer can do several tasks on the back end of a site to ensure its loading speeds are as fast as possible.

This is important for search engine optimization because users don’t want to wait more than 1 second for a page to load.

If they’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

AI’s Impact on Roofing SEO

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

The most user-friendly AI tool for SEO is ChatGPT. Roofers can leverage ChatGPT in multiple ways to help with search engine optimization. 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 is a violation of 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. A large percentage of these tools 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 are essentially using ChatGPT to write the articles, which is something 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.


Shingle Product Brand Name Pin

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-$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

I know you’ve read different SEO guides online, and many of them probably sound pretty good. But remember that these SEO gurus have never walked a roof or run a home services business.

As a former blue-collar business owner myself and the owner of a long-running SEO agency, my words are based on 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. These gurus can’t relate to me on the fundamental level needed to form a trustworthy partnership.

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: Mar 27, 2024 | Categories: SEO
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True Client Stories: I Need Leads! (Podcast)

Do you feel like you’re not getting enough leads? Do you ever wish you could start earning more of your own business? In our latest podcast, Jason and Nolen discuss the struggle of overcoming leads addiction and acquiring new clients online. Learn how to start developing your brand instead of growing the other company’s.

Key Points to Listen For:

  • Leads aren’t just something you buy. You can earn leads.
  • Roofing contractors can get stuck in the cycle of buying leads.
  • It’s relatively easy to start SEO for roofers. It just takes time.

Purchase Leads or Produce Them?

It’s an age-old adage: “Give a man a fish, and he’ll eat for a day.” You probably know the rest. Unfortunately, however, that story almost always seems to have a different ending when generating business. Roofing Webmasters fields all sorts of calls throughout the year, and we hear the same request repeatedly.

“I need leads!”

Every business needs stable sources of incoming customers. When it comes to roofers, however, many have no idea where to start. They have loose knowledge of Google and other search engines, but they possess the insight to run their roofing SEO strategy. So, where do they run to for an immediate influx of leads? Lead sellers.

The Frustrating World of Lead Sales

Supposed you go to one of the three or four major lead selling companies (you know the ones) and enroll in their services. You may have some control over how much money you spend, but you don’t have much say in the quality of each individual leads. Perhaps the individual is genuinely in need of a shingle roof replacement and is already wanting to buy. Or they’re just shopping around for prices.

Too many roofing companies find their leads volume swollen with shopping homeowners and commercial organizations. In our experience, most contractors earn just enough from these leads to get by and complain about their lead buying situation! When we suggest that they create a new means for themselves to earn their own clients, that’s when we find out the real, sad truth: they’re addicted to buying leads.

Some roofing companies go years without ever taking the initiative to graduate out of lead sales. But you can save your business from this frustrating cycle. Here’s how!

Roofer Website Design

Part #1: Starting Putting Effort Towards SEO

Why? Because it’s so much cheaper! Take the amount of money you would have spent buying leads and investing it towards creating your own. Not only will you start growing your own brand through local SEO, but you’ll also increase the likelihood that any clients you earn will return for repeat business (or recommend you to their friends).

No, you don’t have to be a programming or coding genius to start your organic search engine optimization (SEO). In reality, most of the tools your business needs to start earning calls are freely available to anyone who wants them. Just start taking the first steps, and you’ll be amazed at how much progress your business will achieve naturally. To get started.

  • Claim and fill out your Google My Business listing.
  • Create a Facebook Business profile.
  • Consistently ask clients to give your reviews.
  • Get listed on citation websites (such as BBB).

Google My Business is essential for getting considered in local map results. Without it, there’s little to no chance of your company showing up when that coveted “metal roofing installation” search goes up in your service area. Considering Facebook’s impressive volume of over 2.4 billion monthly active users, it only makes sense to start exposing your brand on the popular social media platform. Add in a Better Business Bureau (or a similar citation site) profile, and you’ve got three places ready to start collecting reviews!

You’ll also need to build a website. If your roofing team doesn’t currently have the talent to produce a website optimized for search, you can always hire a trusted company to do it for you. Just make sure you know what your money’s buying.

Google Ads Homepage

Step #2: Switch Your Leads to PPC

Regardless of what some marketing professionals may tell you, there are some benefits to supplementing your leads by purchasing them. However, there are better ways to control the quality of your leads and stop sharing them with other local plumbers. One fantastic paid method of generating business is PPC. Maybe you’ve already experimented with Google Ads; maybe you haven’t. This platform makes it easy to enjoy premium placement at the top of local search engine results pages (SERPs).

Of course, there are many ways to invest in online advertising that don’t involve Google Ads. Facebook Business makes it very easy to turn content into ads. You also can customize your target audience, forward the ad to your Instagram account, or redirect people to your website. Highly tailored ads at low prices with a high rate of return are a recipe for success.

Team Up With the Roofing Webmasters

At Roofing Webmasters, our team of SEO specialists, content writers, web designers, and programmers all work together to produce higher traffic, better leads, and more substantial growth for roofers like you. As a result, our clients dominate local search, expanding their brands and raking in sweet new business.

Posted: | Updated: Mar 27, 2024 | Categories: Podcast
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How To Show Up On Mapping (Podcast)

Why do my competitors rank in Google Maps listings but not my business? It can be an extremely frustrating situation to find yourself in, especially when your business has more reviews, higher ratings, and more extended history. In addition, with Google’s history of frequent algorithm changes, it can be challenging to put the finger on exactly what’s going wrong with your roofing SEO.

In our podcast, Jason and Nolen explore what it takes to show up in mapping and earn more leads as a roofing contractor. So if you’ve been coveting a featured listing for some time, be sure to listen in.

Look for These Key Points

  • Should businesses focus exclusively on gaining Google Reviews?
  • What areas of roofing SEO must contractors engage in to earn Local Pack listings?
  • How can roofing contractors handle reputation management?

Google Maps Listings and Local Packs

By now, almost any roofing contractor can tell you that ranking #1 on Google means big business for your company. The top ranks of search engine results pages (SERPs) continue to shift with each passing year. The ultimate win for roofing SEO these days is scoring a spot in local packs, a feature of Google Maps listings.

Google Maps, of course, is a satellite and database-powered tool that connects consumers with local services. It features the standard pins on the map and nearby cross streets. In addition, maps listings now include crucial contact and reputation data on each business, including addresses, service type, operating hours, and reviews. That last element is a point of contention in the roofing contractor community. We’ll talk about that in a little bit.

On the other hand, local packs are a unique SERP feature that pulls three of the most relevant entries from Google Maps listings. As their popularity and influence increase, local packs grow more and more competitive each year. As a result, they earn a large percentage of clicks, pulling traffic away from other lower front-page listings. As a result, local packs typically claim second or third place in the front page order, just below Google Guaranteed entries and paid ads.

Roofers Local Pack

Reputation Management

Beyond the traditional keyword optimization, Google looks for three essential qualities in a website. These include:

  • The expertise of the content creators
  • Authoritativeness of the content creators, the content itself, and the website
  • Trustworthiness of the company

These E-A-T factors can be traced back to Google’s 2015 Search Quality Evaluator Guidelines and heavily impact the search engine’s ranking of your website (including Maps listings). However, when it comes to proving trustworthiness, few elements influence Google’s (and people’s) judgment more than User Reviews. 

Local Roofer Google Reviews Screenshot

Balancing Your Reviews

In the past, Google emphasized the collection of reviews on its platform. The relationship between reviews and list ranking seemed clear: get more five-star reviews and get higher rankings. However, Google now recommends earning reviews across a broader spectrum of sources. Some of these may be from social media platforms (such as Facebook and Instagram). Others come from citation companies, including Yelp and Angie’s List.

Your roofing team probably works hard as it is earning new reviews from clients. Now there’s the thought of collecting them across different platforms. The most important players in this new plan are the people interacting directly with the clients. Simply asking for reviews and offering a reference card will usually do the job. Next, make sure your social media platforms have the reviews call to action optimized and ready to take on the additional traffic.

DataPins

Google also rewards businesses that display reviews within their website. The widget you incorporate could have a significant effect on Google’s perception of your business. One of the review tools that we love at the Roofing Webmasters is DataPins. Our clients can pull reviews from various platforms with this widget and allow customers to leave reviews directly on the website for their chosen medium (Facebook, Google, or Yelp, for example).

Roofing contractors can also use the widget to send invitations to review. Imagine quickly requesting reviews via text messages that include a direct link to your website! Finally, roofing professionals can check into job sites and that geo-location data gets embedded in your website. Essentially, this provides proof to Google that your company performs services in those locations. You can listen to Jason’s take on this capability around 8:10 in the video.

Balanced Roofing SEO Produces Results

We stress the importance of other roofing SEO factors in your company’s Google Maps listings. Reviews alone will not provide the rankings you desire. Google’s examination of your company website also impacts your local SEO rankings. If a business skimps out on professional design, keyword optimization, and other essential activities, they will almost certainly not appear in local packs. With that being said, reviews are crucial to ranking well.

Local Roofing Maps Listings

Earn Premium Listings With Roofing Webmasters

Are you tired of getting left out of top ranks or even the front page altogether? Our team at the Roofing Webmasters would love to help! We support numerous contractors with website design, ad campaign management, and SEO for roofers (among many other services). As a result, our clients enjoy premium rankings, higher site traffic, deeper user engagement, and superb lead generation.

Posted: | Updated: Mar 27, 2024 | Categories: Podcast
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Roofing Ads: The Top Guide for 2024


Roofing Advertising Guide (Cover)

What are Roofing Ads?

Roofing ads are advertisements promoting a roofing company or service. In 2024, the most common roofing ads are digital and appear on high-traffic platforms like Google, Facebook, and Instagram.

Traditional forms of advertising include print advertising, radio spots, and billboards.


Roofing Advertising Strategies

The roofing industry is a cutthroat field. With this in mind, your advertising efforts must be impeccable to outshine your competitors. But with all the marketing and advertising solutions available, how do you effectively advertise a roofing company in 2024?

In today’s world, digital marketing outranks all other advertising channels in ROI and reach. However, this doesn’t mean you should spend all of your advertising dollars in the digital world.

Diverse campaigns consist of multiple advertising channels and messages to maximize results. Knowing your options is the first step to developing a comprehensive advertising campaign for your business.


Marketing and Advertising Channels

Within the marketing landscape, your company has multiple channels to spread its message. Your advertising options are almost endless, from television and radio to billboards and digital media.

Each platform offers benefits that can increase your business reach and build your customer base. To decide on a suitable advertising platform for your efforts, first, decide on your campaign’s details.


  • Goal: Identify the exact purpose of your campaign. Do you want to increase roof leak service calls? Would you like to increase traffic to your website?
  • Budget: How much will your ad spend be? What ROI are you expecting from your advertising?
  • Run Time: How long will your campaign last? Will your campaign be weeks long? Months?

Each of these factors dramatically affects the type and style of your marketing efforts. For instance, if you are creating a six-month advertising campaign, a start-to-finish television commercial could be too costly, while a six-month Google search ad may be only a fraction of the cost.

Typically, marketers use a combination of platforms throughout the campaign period to promote the most results possible. Once you have decided on the essential campaign factors, you can start planning your ad. It would be best if you based elements on the target audience and their desired action.


  • Platform: What marketing platform will you use to spread your message? Which platforms have worked best for you and your competition’s past efforts?
  • Message: What message are you communicating? What call to action will you use?
  • Measurement: How will you measure your campaign’s success? How will you track ROI?

Advertising Platform Options

When it comes to advertising, you have a long list of options to spend your marketing dollars. From print to digital, you can find advertising opportunities just about anywhere.

While many platforms offer low but stable ROI, others offer increased but fluctuating ROI. Utilizing a combination of media can help expand your reach and boost your roofing marketing ROI.


Print Advertising for Roofers

Within the realm of print advertising, there is a multitude of options. Your roofing company has the choice of newspaper ads, billboards, mailers, and more that can enhance company awareness. Print ads are ideal for getting your brand name recognized within a particular area.

These platforms work well for advertising roofing services, promotions, and even locations. However, they do not create an excellent opportunity for prompting immediate action. Often, print advertising is costly and challenging to measure accurately.

However, new advances, such as QR codes and promotion codes, offer better print advertising tracking than ever before.


Consider which of these print platforms is best for your roofing company:


  • Newspaper: While newspaper advertising has been a go-to marketing hub for years, online news media presentations have seriously dented readership. Use this platform for older age groups that are less likely to refer to digital media for news.
  • Billboard: While this advertising style gets great viewability, the response is much lower than other marketing avenues. Use billboards as a supplement to boost your brand awareness.
  • Direct Mail: These advertising options are tried and true methods of building brand and promotional awareness. Use roofing mailers for promotional offers and service updates for your roofing company.


Advertising With Traditional Communication Media

Using traditional television and radio to deliver your advertising message can get expensive quickly and offers fewer analytics tools to track effectiveness.

However, clear, precise messages are delivered promptly on these platforms and have a higher retention rate than most print options.

Television and radio advertising is best used in short spurts to advertise a promotional offer or time-sensitive information.


  • Television: Television commercials are ideal for presenting company services and promotional offers to a broad general audience. Timely information like storm details and specials are well-presented with television advertising.
  • Radio: Like television, radio presents a unique and sizeable general audience. Therefore, public promotional, seasonal, and other timely messages appeal most effectively through radio advertising.

Digital Advertising Opportunites

In recent years, digital marketing trends have increased exponentially, and with good reason. Digital marketing has become the most effective, trackable marketing channel available, with multiple advertising avenues that fit any style, message, and brand.

Digital advertising platforms offer easily measured analytics and deliver immediate actionability with calls to action, promotional information, and service schedules.

However, effective planning and platform proficiency are still vital to productive advertising efforts, even on digital platforms.


  • Website SEO: Ideally used as a landing platform for web traffic, your website should thoroughly introduce and explain each service and skill your roofing company provides. With available analytics that updates regularly, you can always be sure of your success.
  • Social Media PPC: These marketing platforms work well when communicating a message or offer that includes an immediate call to action, such as a “click here” button or “call now” link. They offer excellent ROI and measurement metrics for complete control.
  • Google Pay Per Click: Google PPC is ideal for increasing web traffic and brand awareness. It’s also perfect for increasing website conversions and unique visitor traffic. While PPC campaigns can vary significantly in cost, they are generally less expensive than most other platforms and generate an increased ROI.

In today’s world, internet marketing has not only changed the way the public finds information, but it has also changed the way businesses reach their prospective clients effectively.

Although traditional advertising tools and platforms are still used and productive, digital marketing has taken over the marketing landscape.

Utilize digital marketing in your advertising campaign efforts to increase your success, visibility, and ROI.


Digital Marketing For Roofers

Within the digital marketing world, you have many choices on how and where to spend your advertising dollars. Each channel offers its rewards and challenges you should consider.

For example, digital advertising provides a highly customized audience selection that can provide better message reception and lend to low visibility. Being aware of each digital advertising platform’s benefits and downfalls can help you choose the best route for your advertising dollars.



Organic SEO

Search engine optimization, or SEO, is crucial to appear in Google and other search engine results. With over 40,000 search queries completed per second, Google is the number one way to find information on services, products, and just about anything else.

Because Google search has transformed the way customers locate services, search engine optimization for your roofing service is a top source for reaching prospective customers.

Through the years, Google has updated the way its search delivers results. Today, quality content, accurate information, reputable linking, and precise keyword usage are the best ways to ensure proper SEO for your roofing business.

Using these strategies, along with appropriate coding and compelling user experience, can land your roofing company higher in search rankings, leading to extended reach and maximized conversions.


Google Organic Results (Screenshot)

Organic Search Optimization Helps Ensure Your Business Appears in Google SERPs.


SEO Strategies That Work

SEO, or search engine optimization, is a marketing strategy that utilizes Google and other search platforms to present company information and generate roofing leads.

When users perform a search query on Google, Bing, or another search platform, their engines identify keywords and deliver search results according to relevance and site quality, among other elements.

Optimizing your roofing website to appear higher in these search results can boost your company’s reach and expand your customer base. Use tried and correct marketing SEO strategies to begin your efforts and revise your plan as needed.


Google Search (Screenshot)

Organic Marketing Offers Free Roofing Leads for Your Business


Google Business Profile Optimization

When battling for the number one Google search position, the competition can be fierce. However, your roofing company cannot show up in any Google searches until your Google Business Profile account has been set up and verified.

To establish your roofing company’s Google Business Profile, visit google.com/business and follow the instructions, paying attention to crucial fields like:


Screenshot of Google Homepage

Your Google Homepage Displays Helpful Information and Links for the Searcher


  • Business Type: The correct business type is imperative to index correctly in Google searches.
  • Services Offered: Since this is the top way Google indexes your company, your service list should be comprehensive and include multiple keywords.
  • Location: Providing your roofing company’s exact location boosts the chances of appearing in the critical local search.
  • Contact Information: Providing links to your contact information expands the probability of goal completion.
  • Company Images: Adding images to your Google Business Profile increases the odds of appearing in organic Google searches.
  • Hours: Adding details like hours of operation creates a more complete and more trusted Google profile, leading to better search rankings.
  • Reviews: Reviews provided on Google and other platforms boost your site’s authority, which can dramatically boost search rankings.
  • Website Address: Offering a link to your site can increase web traffic along with conversion rates.

Once your account is verified, your company can begin appearing in Google search results. As Tatum Legacy displays, having a well-organized Google Business Profile paired with great on-site SEO can land your roofing company at the top of Google searches.


Google My Business Listing (Screenshot)

Completing Your Google Business Profile Information Provides a Better Google Homepage for Your Business


On-Page SEO and Other Roofing Website Ideas

Roofing websites are no help to the company if users can’t find them. Roofing SEO practices can help Google index your site more efficiently and help you rank higher on SERPs, leading to extended reach and increased roofing leads.

To correctly optimize for Google, your roofing website needs a few key elements that help the search engine identify your site’s topic and theme. Without these critical elements, Google and other search engines may have trouble indexing your site or may even misinterpret the information.


Title Tags and Meta Descriptions

Each page of your roofing website should have a title tag that tells Google bots your roofing web page’s general idea. This title also appears as a search result title when users perform a query. Your page’s title tag should include at least one keyword along with a brand or location tag.

Along with the title tag, Google displays a short description of each result after a search. These descriptions, otherwise known as meta descriptions, provide Google bots with more detailed information about your web page’s content.

The use of keywords in your roofing meta description is imperative to help Google correctly index the data and increase the chances of appearing in Google searches.


Meta Data from Roofing Search Results

The Metadata You Enter on Your Site Appears in Searches to Identify Content Relevance


Clean Coding

Each time a user performs a Google search, Google bots use website coding to scour the internet, searching for relevant material from trustworthy websites. Clean coding is a method of presenting your site’s back-end coding to Google in the simplest way possible.

With clean coding, your site’s code is distinct, well-organized, and effectively labeled, so Google can easily decipher the exact content for better ranking. Cluttered code issues arise when novices create a website from a template or when developers incorrectly redesign an existing site.

These practices create long code sentences that are unneeded and can provide incorrect information to search bots.


Clean Coding

Combat coding issues with the use of precise functions and well-labeled commands. Use schema coding to provide Google bots with clear content subject lists and details and use up-to-date code structure for simplified, more transparent communication. 

Schema codes work as lists to provide Google bots with straightforward, organized subject matter easily indexed for searches. The use of H2s and H3s, along with keyword placement, can also aid Google and other search engines in identifying and indexing your information correctly.


PPC Advertising

Pay-per-click (PPC) advertising combines traditional ad creation with keyword bidding to reach new customers and gain more roofing leads.

PPC advertising is offered on almost every platform, including Google, Facebook, Instagram, YouTube, and more, and can dramatically increase your website traffic and marketing ROI.

Roofing PPC ads also offer flexible budgeting, customizable audiences, and ad revision to give you complete control of your campaign at all times.



Advertising With Google Ads

Google Ads, formerly Google Adwords, provides a comprehensive platform for PPC marketing that displays search and display ads according to relevancy, keyword bidding, and ad quality.

These ads can appear in Google search results or on Google Maps results and Gmail, YouTube, and many other Google partners.

Where you want your ad to appear will be the deciding factor in your ad’s format, which can include images, text, video snippets, and more. While Google search ads have only text and link buttons, display ads showcase pictures and videos on other platforms such as YouTube, Gmail, and many more.

Google also offers the text ad with extensions, which provides varied content delivery throughout every Google platform.


Optimizing Your Google Ads

The two main factors for deciding where your roofing ad appears on Google are keyword bidding and ad relevance. Google arranges keywords in Google Ads according to search popularity, with prices varying accordingly.

The more popular the keyword, the more expensive the bid. Likewise, the more difficult it will be to rank for the keyword.

For example, the term “roof repair” is a viral keyword. Therefore, it will be more expensive to bid on and more difficult to rank for due to all the other roofing companies trying to rank for the same word.

However, “corrugated metal roof repair” is a much more specialized word with a lower bid price and less competition. Fewer competitors mean that roofers can more easily rank for the latter term.


Roofing CPC Metrics (SEMRush Screenshot)

When creating your Google ad, it’s crucial to design a compelling piece that’s helpful and has a clear call to action. Your ad should be clear and informative and link to a landing page with relevant information.

It should contain a prominent call to action that encourages the viewer to click the link and offer contact information so that the visitor can quickly contact your roofing company.

Use Google Ads analytics tools to measure your ad success and adjust your efforts and budget throughout the campaign for maximum success.


Screenshot of Google Ads on SERPs

Instagram and Facebook Marketing for Roofing Companies

Much like Google Ads, Facebook, and Instagram, each offers a PPC platform for keyword and audience-based businesses. Facebook ads appear in the news feed and the right side ink bar.

Account managers can customize according to audience demographics and psychographics, previous searches, budget constraints, and more to provide the best ROI possible.

You can create ads through the business menu on your Facebook account, and you can measure them using Facebook analytics tools that are accurate and easy to use.


Screenshot of Facebook Post from Roofing Company Page

Instagram offers an ad platform like Facebook, which can be set up from your Instagram menu once you have a business account. Like Facebook and Google, you can customize your ad audience by demographics and psychographics, budgetary constraints, and even online viewer behavior.

While not as extensive as Facebook or Google, this platform also offers analytics tools such as engagement, follows, and more to measure your Instagram roofing ads campaign’s success.


Screenshot of Roofing Company Instagram Posts

Like with any PPC roofing ad, Facebook and Instagram ads should have a clear message as well as a call to action.

While not required, these ads that boast images and videos tend to be much more successful on these platforms.

These ads can direct your viewers back to your social page to increase likes, follows, and engagement or link to a landing page to maximize website traffic and conversion rates.


Other PPC Advertising Opportunities

Along with Facebook and Instagram, there are PPC marketing opportunities for your roofing company on just about every social platform. YouTube, TikTok, and Snapchat offer PPC advertising plans that operate mainly off of keyword bidding and audience selection and can help expand your reach even further.

Like with leading PPC platforms, these ad hosts provide customized budgeting, sometimes without a minimum dollar amount, and offer analytics tools that can help you hone your campaign for maximum results. 

YouTube provides a unique PPC platform that displays your ad at the beginning of other videos and the right link bar. This unique ad display format allows users to view your videos with a clickable link that encourages conversion.

Other social media platforms like Snapchat and TikTok also provide PPC marketing plans and tools you can utilize to build backlinks, aggregate new web traffic, and build followers and engagement on the social site itself.


Organic Roofing Advertising on Social Media

While PPC campaigns have proven to have a remarkably high success rate, don’t discount the value of organic advertising on these platforms. After all, these platforms exist for making a connection, so why not take advantage?

With over 2 Billion users, social media platforms can help maximize your reach and web traffic. However, using each platform appropriately and productively takes planning and organization.


Productive Posting

The biggest problem most businesses have with social media posting is deciding what content is most beneficial. Studies show that content that provides helpful information tends to carry the most engagement.

In fact, in a survey by Edelman, 63 percent trust businesses. Therefore, using social media platforms to deliver helpful advice and information can dramatically boost your reach and web traffic.


To create a productive social media account for your business, try these tips:


  • Post Regularly: Social media posts typically have a shelf life of one hour to one day. Post regularly to keep your brand at the center stage.
  • Use Rich Media: While not required, social posts with images or videos are twice as likely to attract views and engagement.
  • Use Keywords: Like in searches, keywords matter in social posts and boost visibility and reactions.
  • Include Links: Along with your post, include calls to action and links back to your roofing site for ultimate results.

Screenshot of Rich Media Within Facebook Posts for Roofing Company

Using Video and Images in Your Posts Helps Boost Post Engagement and Response


Social Media Analytics to Improve Ad Efficiency

Along with your company’s social media account, the platforms provide you with an array of analytics tools that can help you identify the best advertising avenues for your business.

These metrics provide information on engagement levels, sharing, new followers, and more to give you a comprehensive overview of your social media advertising efforts.

Use these metrics to hone your campaign and posts and create content that engages your prospective clients.


Increase Ad Productivity With Remarketing

Remarketing is a digital marketing technique that uses tracking codes to collect visitor information and re-present relevant marketing material. When your site’s HTML contains remarketing code, a visitor who views your roof repair webpage may later see an advertisement for free roof inspections.

This form of marketing boosts response and conversion rates by presenting information to viewers who have already visited your content.


Google Remarketing

On the Google platform, remarketing efforts are set up as campaigns and established through its metrics. You can design your remarketing campaign to reflect viewers who searched past keywords, past viewed content, or even website behavior to hone in on the precise audience.

You can schedule ads to appear at different stages of the conversion process to offer special deals that encourage goal completion, or they can present information on products and services that your viewers previously accessed.

By using Google remarketing, your ads are nearly 70 percent more likely to be viewed.


Facebook Remarketing

Like Google, Facebook offers remarketing efforts for your PPC campaigns. This platform uses a code snippet embedded into each page of your site and tracks customer behavior.

Then, your ads are remarketing to these viewers while they are visiting Facebook, either on their news feed or on the link graph located to the news feed’s right.

Remarketing to these customers re-presents information with which they previously engaged. These ads may possess more details, a special offer, or another call to action that encourages the viewer to complete your goal. Facebook easily tracks these efforts through the analytics platform.


Roofing Keywords and Their Importance

Whether you’re working on your roofing SEO or creating a PPC marketing ad, keyword research is crucial to your project. Keywords are the main terms that the general public uses when performing searches on Google and other search engine sites.

Bot crawlers use these terms to index websites and ads according to content and search relevance. Without proper keyword usage, your site and ads will not appear in searches.

Luckily, many reputable programs and platforms help you identify the best roofing keywords to use on your roofing site and in your PPC ads.

Programs such as MOZ and SEMrush provide important keyword metrics such as volume, cost per click, and competition, which can help you identify the most beneficial term group for your ads.



When planning which roofing keywords to implement into your marketing efforts, you want a combination of keyword types for the best chance of appearing in searches and on news feeds.

While national keywords such as roof repair and roof replacement get searched the most, the cost per click can be steep, as can the competition.

To get maximum reach, include local and service keywords like foam roof installation in Dallas, TX or wood shake roof repair that are more specific and carry a lower cost and competition rate.

These types of keywords provide a better ROI for your roofing marketing and offer more promising roofing leads for your company.


To identify the best keywords, evaluate these key metrics:


  • Volume: Information on how many users performed searches for this keyword
  • CPC: Dollar amount it will cost every time a user clicks this keyword in a PPC ad
  • Keyword Difficulty: How difficult it will be to outrank your competitors for a top spot in searches
  • Competition: The level of competition between bidders
  • CTR: The percentage of clicks that are available for organic searches as opposed to PPC and other ads 

SEMRush Keyword Research (Screenshot)

These metrics and reports give valuable, up-to-date information for each of your keywords.

The reports can tell you the likelihood your term will appear in organic and paid SERPs, how steep the competition is for the word, and how likely the term will be successful when used on your roofing website or ads.


Professional Roofing Ad Design

While digital advertising is today’s best way to reach potential customers, the technicalities and actions require skill and know-how to outrank your competition.

Our team at Roofing Webmasters has the experience and knowledge to develop an advertising plan for your business that expands your reach and boosts ROI.

We provide a customized marketing plan that fits your target market and encourages lead generation.

Feel free to reach out to me personally, Nolen Walker, the owner of this great agency.


Grow Your Business.
Call Today: (800) 353-5758

Posted: | Updated: Mar 4, 2024 | Categories: PPC