Tag Archives: Roofing SEO

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: Aug 23, 2021 | Categories: Podcast

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.


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: Jul 13, 2021 | Categories: Podcast

How To Start a Roofing Company/Business in 2022

How To Start a Roofing Company

Are you considering starting a roofing business? We don’t blame you. The roofing contractor industry is currently worth over $51 billion in the United States, and revenue is projected to grow by 3.8% in 2021. 

However, starting a roofing business isn’t something that you can do overnight. Aside from acquiring your business license, permits, and insurance, there is a lot to consider. With this in mind, you shouldn’t start your contracting business on a whim, but if you’re serious about reaching your goals, you can undoubtedly achieve them using this guide.

While it would be folly to provide a step-by-step guide of everything you would need to start a roofing business (every state has different requirements), our guide will run you through some of the critical considerations you need to consider. These tips will provide you with a general blueprint on what it takes to start and maintain a successful roofing business. 

If you are looking specifically to start a commercial roofing company, be sure to check out our previous post about that subject so you can begin getting commercial jobs as soon as possible. But for a residential roofing company or all-encompassing roofing business, continue with this guide.

Selecting a Company Name

The name of your roofing business needs to do a lot of things. It has to stick out in the mind of consumers. It has to convey the spirit of your business. It has to be memorable. It has to look good on print and on computer screens. 

In general, though, you don’t want to choose a name that’s too long. Try creating a shortlist of titles that you are considering and then workshopping them with friends, family, or colleagues. Remember that the name should also be simple for people to type into their web browser’s address bar. 

Networking With Experienced Businesses

Having the guidance of established members of your local business community can be a huge help when you’re just starting. When starting a roofing business, one of your top priorities should be to get involved with the local business community. Consider local business networking groups or chambers of commerce. 

Don’t be afraid to reach out to members of the business community for help. Chambers of commerce and networking groups will likely have valuable resources too. Try getting on local business directories for roofers. Expanding your reach can help market your young roofing business and make more consumers aware of your services. 

Acquiring The Necessary Licenses

Depending on what state you operate in, you will need a variety of licenses. Of course, you will need to get your business license first and foremost. Some states will also require that you get a contractor’s license and a roofing license. You can find a helpful guide of the kinds of permits you will need according to the state you live in here. It can also be beneficial to contact your county clerk to point you in the right direction. Also, be aware that some states regulate business licenses at the county level. So even if you live in California, what is required in L.A. county may differ from what’s needed in Ventura county. 

Bracing for Seasonal Changes

Depending on where you are in the country, you may have an off-season. Some regions are too cold or snowy in the winter to do roofing work. If this is the case where you live, you need to have a plan to carry you through each off-season. Your strategy may be as simple as saving enough money during the busy season to cover business expenses (rent, equipment, salaries, etc.) during the off-season. However, you could go as far as to branch out and offer supplemental services for inclement weather conditions. 

Investing in Digital Marketing

The failure rate of new roofing businesses is over 50%. Most companies fail within the first five years too. One reason that roofing companies fail at such a high clip is that they don’t get enough leads in the first few years. Lead generation is where digital marketing comes in. Digital marketing is crucial for new roofing businesses. It will help get your name out there and drum up all-important leads. 

Digital marketing could be a sizable investment at first, but it pays off huge in the end. Digital marketing could include:

  • Review Management: It’s essential to let customers know that you care about their experience. Replying to reviews (good and bad ones) is a great way to get more people to notice your business and increase customer satisfaction. 
  • PPC Ads: PPC stands for Pay Per Click. It’s an ad model that displays your ad to your target audience, and every time someone clicks on it, you pay a certain amount to the service provider. It sounds like it could get expensive, but it pays for itself in leads if done correctly. 
  • Content Marketing: Content marketing involves providing something of value to consumers. It can take the form of blogs, video content, and social media posts. It’s important because most consumers prefer to learn about companies and their services through blog content or articles rather than traditional advertisements.

Accumulating Valuable Equipment

Of course, as a roofing contractor, you will need certain types of equipment. Roofing equipment can be pretty pricey, so you may be tempted to opt for cheaper products. Fruglness isn’t always the brightest idea in the roofing industry. You have to be careful about buying affordable or used equipment because you could be paying more for replacements in the end. 

Besides, doing quality work will be the best way to make it in the roofing business. You have to make sure that you have the equipment to help you get the job done right. Buying the right tools and equipment is also crucial for safety. You have to make sure that your workforce is healthy and able as much as possible. The right equipment will eliminate safety hazards – not to mention lawsuits. 

Hiring New Roofing Employees

As your business starts to pick up steam, your role should shift. When you first start, you will likely wear many hats – project manager, accountant, secretary, supply manager, and, oh yeah, roofer. While playing all these different roles may be manageable when you only have a handful of customers, it will become impossible as your business grows. 

Don’t be afraid to ask for help or hire help. One key to successful businesses is knowing how and when to delegate service to the right people in your organization. As your workforce grows, train people within it up in different areas. The best help will come from people who are already familiar with your business. 

Scaling Your Roofing Business Long-Term

There are a lot of things to consider if you are planning to start your own roofing business. While our guide on how to start a roofing company is sure to provide you with helpful insight, there are certain things you won’t see coming. That’s where we come in. We offer an essential service for all roofing companies. Our job is to market your business so that it gets more leads and more customers. If you are starting a roofing company, give it the best chance at success by working with our team. 

Posted: | Updated: Mar 30, 2022 | Categories: Podcast

Roofing Ads: The Top Guide for 2022

What are Roofing Ads?

Roofing ads are advertisements promoting a roofing company or service. In 2022, 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.

So What’s The Deal With Roofing Advertising?

The roofing industry is a cutthroat field, and as such, your roofing advertising efforts must be impeccable to outshine your competitors to get roofing leads. But with all the marketing and advertising solutions available, how do you market a roofing company productively? 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 roofing advertising dollars in the digital world. Professional marketers know that a great campaign consists of multiple advertising channels and messages. Knowing your options is the first step to comprehensive roofing advertising campaign development.

Roofing Advertising Guide

Marketing Channels and Roofing Advertising Platforms

Within the marketing landscape, your company has multiple channels to spread its message. From television and radio to billboards and digital media, your advertising options are almost endless. Each platform offers benefits that can increase your business reach and build your customer base. To decide on the right roofing 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 roofing 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?

Your Roofing 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 location. 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 these points before deciding which print platform is best for your roofing company.


  • Newspaper: While newspaper advertising has been a go-to marketing hub for years, online news media’s presentation has 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 Marketing and Your Roofing Company

In recent years, digital marketing trends have increased exponentially, and with good reason. Digital marketing has become the most effective, most 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 roofing advertising 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 roofing advertising tools and platforms are still used and productive, digital marketing has taken over the marketing landscape. Utilize digital marketing in your roofing 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 when planning your roofing advertising. 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 roofing advertising dollars.

Organic Roofing 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 the 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 maximize conversions.

Google Search Example

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

Roofing 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

Organic Marketing Offers Free Roofing Leads for Your Business.

Google My Business For Your Roofing Company

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 My Business account has been set up and verified. To establish your roofing company’s Google My Business account, 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 a 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 probabilities of goal completion.
  • Company Images: Adding images to your Google My Business account 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 My Business account paired with great on-site SEO can land your roofing company at the top of the Google search.

Complete Google My Business Listing

Completing Your Google My Business Information Provides a Better Google Homepage for Your Business.

On-Page SEO and Other Roofing Website Ideas

Roofing websites are no help to their 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.

Roofing Title Tag and Meta Description

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 with 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.

Roofing Meta Data

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.

Screenshot of Clean Coding Techniques

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.

Roofing 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.

Roofing 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 Ad for Roofing

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 Analytics

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 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.

Instagram and Facebook Marketing for Roofing

Much like Google Ads, Facebook, and Instagram, each offers a PPC platform for keyword and audience-based businesses. Roofing 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.

In Feed Facebook Ad For Roofing

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.

Instagram Ad Example

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 Roofing PPC Advertising Opportunities

Along with Facebook and Instagram, there are PPC marketing opportunities for your roofing company on just about every social platform. YouTube, Twitter, 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 Twitter 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 roofing 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 engagements. In fact, in a 2018 survey by Edelman, 63 percent trust an industry expert while only 42 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 center stage.
  • Use Rich Media: While not required, social posts with images or video 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.

Facebook Post by Roofcrafter's

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

Social Media Analytics for Better Roofing Advertising

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

More Productive Roofing Advertising 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 HTM contains remarketing code, a visitor who views your roof repair webpage may later see an advertisement for free roof inspections. This form of roofing 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 roofing advertising.

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 for your roofing advertising and website, look for information on 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

These metrics and reports give valuable, up-to-date information for each of your keywords. The reports can tell you the likelihood your term appears 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 in roofing advertising efforts.

Expert Roofing Advertising Creation

When you’re competing for roofing leads in your community, every effort is essential. 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. When you want flawless roofing advertising that gets your company results without busting your budget, turn to the Roofing Webmasters roofing marketing pros first. Our team has the experience and knowledge to develop a roofing advertising plan for your business that expands your reach and gets you noticed for better ROI and more roofing leads for your team. We work with you to provide a customized marketing plan that fits your target market and encourages action, so you always get your money’s worth. For roofing advertising that you can count on to get results, call the Roofing Webmasters experts today to schedule your appointment.

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

Posted: | Updated: Jan 1, 2022 | Categories: PPC

Roofing SEO: The Definitive Guide for Roofers (2022 Update)

Roofing SEO: The Definitive Guide Cover

Roofing SEO has been around for decades. At this point, roofers understand that outranking other contractors on search engines like Google is critical. But how can these roofers learn the SEO strategies and tips that boost their website to the top of results? If you need more clicks, leads, and sales, the following SEO plan can help.

Roofing Webmasters is known as the best SEO company for roofers. However, many of our roofing clients like to understand the SEO process better. This guide will outline Search Engine Optimization (SEO) and how to rank your website on search engines like Google.

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 Roofing SEO takes to start working
  • How to track, measure, and analyze SEO performance
  • How to use DataPins to increase organic traffic 25x

Starting the Roofing SEO Learning Process

After completing this guide, you will better understand Roofing SEO, its purpose, and how to use it to generate high-quality roofing leads in 2022.

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?

Roofing 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 Roofing SEO Important?

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 company website in traditional organic results, they’re discovering your 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

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

Roofing SEO Strategy: The Planning Stage

arch 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 aren’t going to 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 rooferroofing companyroofing services, etc. are dependent on the searcher’s location. Every roofer should be aware of the top roofing keywords before starting their more extensive keyword research. 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 in 2022.

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 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, “roof repair Atlanta” has a search volume of 11-50 according to Moz 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, in support of Latent Semantic Indexing (LSI), something we’ll discuss in greater detail later. For your traditional on-page SEO (meta, title, headers, etc.) however, “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 offered by their company. Just like your homepage, these internal pages should intentionally target keywords you want to rank for.

Let’s say your 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. For a roofing company in Louisville, KY, the keyword would look like “modified bitumen flat roof installation Louisville.” With such a long-tail keyword, you’d have a significant chance or ranking in the top 5 on search results for that query. If you execute it really well, you might even score the #1 placement!

Flat Roof Local Google Search Example

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.

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

At the top of the URL hierarchy are your main service pages, 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…



Underneath those main pages would be more specific pages, known as lower-level pages 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…


Child pages can be further broken down into sub-levels as needed. If you have a parent page of Commercial Roofing and a child page of Flat Roofing, you can have yet another child page beneath that for something (like Modified Bitumen). You should not go more than 3 pages deep in a hierarchy however, as 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, you 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 last resorts for roofers who don’t have any 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, just 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 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. There are several factors at play, subtly influencing a user’s experience. Some of them are less tangible, like aesthetic taste. Other factors are more easily defined, such as resolution.

Aside from 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 design are more likely to be perceived as scam-y. If it looks like your business page was created with DreamWeaver in 2003, you can expect Google to remove it from the top of search rankings.

Custom Design Element Examples

Contact Information

The most important part of local SEO for roofers is contact information. Since the lead conversion funnel is predicated on the visitor’s call to action, NAP visibility is paramount. For those unfamiliar with the acronym, “NAP” stands for “name, address, & phone number“. That information should be clearly evident on each page of your website (especially the homepage).

It can’t just be present, however. 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, doing a check of your phone numbers on each page is a good habit to get into. Make sure your NAP information is consistent across your off-site listings too, such as 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. It’s often accompanied by your NAP data. Strong calls to action provide a compelling incentive to your visitors which encourages them to actually call your number or complete some other kind of action that gets them inside your sales funnel.

CTA’s vary significantly in complexity and design. The simplest urge users to call your number from their mobile device (i.e. a clickable phone number button), while more complex CTA’s cast a less demonstrative hook (such as a “Free SEO Audit” button). CTAs have different goals and functions too. A Free SEO Audit offer casts a wider net, targeting uncommitted prospects currently 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

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

Personilization Elements on Website

Badges & Accolades

Personalized photos of your business create trust. Badges and accolades create 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. This can be 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 an icon of the newspaper in an “As Seen On” section of your website.

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. No need for a professional videographer! The ideal strategy is to upload your video to YouTube, then embed the code from that video into your website’s HTML. This way, you have a chance to rank on both video search engine results and YouTube, while simultaneously enhancing the user-friendliness of your company website. Video content can even support higher rankings. Even audio-only podcasts, which can by syndicated through Apple or Spotify, can quickly increase brand appeal.

Video Google Search Example for Roofers

Showcase Testimonials

Most roofers understand the importance of Google Reviews, but did you know that showcasing testimonials on your homepage influence SEO results too? For one, reviews are user-generated content, which Google loves. Secondly, verifiable reviews showcased on your company’s homepage promotes an enhanced user experience, promoting visitor trust. Some plugins allow you to showcase reviews on your homepage. One of them is DataPins, which actually helps roofers generate more reviews on GBP and Facebook while showcasing the ones they already have directly on their website. A plugin like this offers numerous roofing SEO benefits because it combines user content, trust, and brand awareness.

On Site Review Screenshot

Mobile Optimization

In 2022, it shouldn’t be a surprise to learn that most visitors are accessing websites through a mobile device. 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, and 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, the attention span of mobile users is exceedingly short, and there’s little that can be done to retrieve it once it has passed.

Roofing Website Mobile Display

Google Analytics Tracking

The best tool Google has to offer roofing companies is Google Analytics. It provides measurable results of your website’s performance and can produce reports to help improve weaknesses and capitalize on strengths. Perhaps the most important feature of Analytics is the Acquisition Report. This report tells webmasters how many visits their website is getting on a daily, weekly, monthly, and yearly basis, including a breakdown of where the clicks are coming from (i.e. organic, direct, referral, etc.) Although Analytics is somewhat limited in that they reveal very few of the exact search queries that lead to your clicks, simple comparative analysis can help you deduce exactly what is driving your traffic and instruct ways to take the next step moving forward in 2022. If you see sudden shifts in your traffic, either up or down, you’ll be able to diagnose issues and address website needs.

Google Analytics Tracking Screenshot

SSL Security

Browsers in 2022 will warn users when they are on a website that is not secure, meaning one that has 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 exactly what you’ll want your site to display. Not only is SSL indicative of trust but it makes for a superior user journey. While roofers rarely sell products online (e-commerce) they still want to create the optics of strong security. Because it can influence a user’s perception of your site, SSL must be considered at the very least; an indirect roofing SEO ranking factor in 2022.

HTTPS Address

Local SEO for Roofers

Local roofers will rely heavily on Google Business Profile and Google 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 which is 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. Keep in mind that you should only target cities that you can actually 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 where they require multi-location SEO. This is only true for roofers who have more than one legitimate business location with a verifiable address. 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 do not include the address itself on the listing. Still, you’ll need to verify that address privately using the aforementioned postcard verification method.

Local SEO for Roofers in 4 Steps

Local Business Citations

Most roofing contractors have heard of directories like Angie’s List and HomeAdvisor which are platforms for NAP citations. There are countless amounts of 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 to ensure the accuracy of the ones that already exist. Sometimes you’ll find that citations exist which were never manually created by you. This can be from data mining sources like Acxiom which pull your company info from public records and then sell it to the 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 simultaneously ensure the consistency of each of them. Tools previously mentioned like Whitespark and Moz Local can help streamline that process, especially for tenured businesses that have thousands and thousands of citations. Accuracy is, of course, the most important factor, but consistency matters as well. 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

Google Business Profile Optimization

Google Business Profile (formerly Google My Business) is a directory in of itself 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. We spoke previously about website conversions, but GBP listings can also be a major source of leads. The best way to increase conversions is to optimize your listing with company photos, Google posts, and Q & A content. Furthermore, you want to include the Call Now button so that mobile users can click straight from their mobile device, and connect with you through a call.

NAP Information on GMB Listing

City Pages

Even roofers with one location often serve multiple cities within a radius. To reach those cities, you must create unique and informative city pages that are optimized for their own respective locations. We strongly discourage mass production of city or county pages, which is a tactic that is known as “spinning.” Spun content is written by software AI and makes readability robotic and spam-like. Some roofing contractors use the software anyway to mass-produce pages for every city, town, and even county within their general area. Search engines have smartened up to this pitiful concept and started to penalize websites that engage in it. You should still write city pages, but they should be unique and specific to the location that they are optimizing for, rather than a re-hashed duplication of another page.

Philadelphia City Page on Roofing Website

On-Page SEO for Roofing

The optimization components most widely understood by the general public are methods known in totality as on-page SEO. They include the alteration of title tags, meta descriptions, header tags, URL slugs, as well as content writing. The SEO strategy created earlier in the process will be used most frequently with on-page optimization. You will take the keywords chosen in your research phase and implement them onto your web pages in a variety of 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 it also has a lasting influence. When you optimize a page for search, you are not just looking for short term gratification but also for long term equity. Pages that you create and optimize today could end up serving your business well for decades to come. As they grow older and gain tenure, 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 including off-site, local, and technical SEO. Knowing this, it is important to be precise when performing on-page tasks.

Keyword Placement

The keywords included in your strategy will be deployed in a variety of ways during on-page optimization. From title tags to meta descriptions, and the body content in between, you should make proper use of keywords by placing them in the most opportunistic spots. The left-hand side of any of the elements mentioned is normally 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 is the one that 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) and sends a signal to Google that people like what they see from your initial result. This can be a double-edged sword if you’re not careful. You want an appealing title tag, but also one that is representative of your actual website and services. You don’t want to mislead anybody, because they will just 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 something as simple as “Roofer in Atlanta GA | Schedule Your Roof Inspection Today.” Google 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 had temporarily changed the way they showcase certain meta descriptions but have since resorted back to their original methodology. A meta description should appeal to the search engine user in the same way the title does. It’s not quite as important 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 towards the beginning of the meta description so that consumers have the option to call you before ever 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 header that matters most for on-page SEO is the H1. It is essentially considered a subtitle on a given web page. That’s why it’s ideal to have your keyword within the H1. But as we stated before, your H1 should never look spammy. The keyword must fit naturally within it and make sense within the context of the page. H2s and H3s are more important for formatting than anything else. But as you should know, formatting enhances the ease of use, which positively impacts search rankings. They also serve 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, and the latter is harder for search engines to crawl and also uglier to look at for your visitors. URL slugs are known also as permalinks because they are in fact permanent. If you end up not needing the page anymore you can implement what is known as 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

A sometimes overlooked on-page optimization factor is image alt text. It is the description of an image on your web page. For those of you who don’t know, an image file should always be titled in lower case letters with dashes. If you upload an image of your roofing truck, a good 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 very similar to the title, something like; 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 there are other kinds of optimization that 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 to this day.

Although link building was once easy to manipulate, that is no longer the case. Successful off-site optimization requires more work than it once did. For links to hold value, they must be relevant to the entity to which they link. 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 from social media platforms, business listing directories, and other websites throughout the net. The goal for off-site SEO is 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. With Facebook, Instagram, Twitter, LinkedIn, and YouTube, roofers can leverage free social platforms to expand brand awareness. Since these web entities exist exclusive from your main site, they are considered “off-site” and therefore; part of an off-site SEO strategy. Many times with social media, on and off-page methods can be merged. For instance, sharing an internal blog post on your LinkedIn feed contributes to both on and off-page elements. Moz also considers social signals to be a local ranking factor and so social media activity in of itself is likely to enhance your overall development.

Roofing Company Facebook Screenshot

Link Building

There are so many ways to build inbound links to your website, some of them help and some of them hurt. Antiquated tactics such as buying links from blog comments or PBN’s are frowned upon by Google. While they won’t necessarily cause penalization in 2022, their zero-sum value contributes to a depletion of resources. 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

Technical SEO for 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 the refinement of HTML & CSS coding as well as the implementation of 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.

For roofers without knowledge of computer programming, technical optimization can be the most foreign. To the average eye, HTML and CSS looks like nothing more than gibberish. But Google views the code far differently than an internet user would. To Google, the technical aspects of a website are important when determining their inherent value. Most of all, they contribute to the process of 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 just outright delete a page is because it has already been indexed on search results. If you delete a page it can cause major problems for your website, frustrate would-be visitors, and hurt your roofing 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 websites that are larger in scale, as Google has a more difficult time crawling the number of pages present on sites like these. Like with other forms of technical optimization, the goal is to make Google’s crawling process as simple as possible.

Roofing Sitemap Screenshot

Site Speed Optimization

Attention spans are shorter than ever before, and a site’s loading speed is of great importance 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 roofing SEO 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

Choosing a Roofing 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 covered in this guide. As a result, you will have to choose a good SEO company to implement these strategies on your behalf. You should consider a few things before selecting roofing SEO services for your company.

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 either. Still, the fact that they can showcase previous results is a green flag in 2022.


SEO service pricing is a big factor for roofers. After all, who wants to pay $2,000+ per month for SEO? The most honest agencies will charge around $1,500 per month for search engine optimization, as this is a good budget to fund your SEO campaign. Be careful, however, as some agencies lock you into a long-term contract.


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 are the most trustworthy source as they guard against fake reviews or spam reviews.


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 roofing SEO 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.

Posted: | Updated: Mar 15, 2022 | Categories: SEO