Are you a roofing business still relying on word-of-mouth or a truck with your logo to get clients? Maybe you’re knocking on doors and handing out flyers? While these old-school methods might still bring in some customers, they’re just not as effective as internet searches.
In the United States, 21 percent of consumers use the Internet every day to find local businesses. In fact, 32 percent of people look up local businesses online multiple times a week. Only a tiny 2 percent say they never search online for local services.
Your roofing company could be the best in town, but without a strong online presence, you’re missing out on a huge pool of potential leads. Every business can benefit from better visibility and discoverability online, and that’s where Search Engine Optimization (SEO) comes in.
With effective roofing SEO, your website can rank at the top of search engine results pages on Google and Bing. This means more people will find your business when they’re looking for roofing services, driving significant, highly-targeted traffic to your site and turning visitors into customers ready to book your services.
What Is Roofing SEO?
Roofing SEO is a digital marketing practice focused on making a roofing company’s website show up higher in Google (and other search engines) search results. It involves using high-purchase intent keywords, creating useful content, and making the website easy to navigate so that more people looking for roofing services can find and contact the business.
Why SEO Is Important for Roofing Companies
If you’re serious about growing your roofing business, SEO is exactly what you need.
With SEO for roofing companies, you can draw in more potential customers from Google and Bing and even become the go-to roofing contractor in your area. Here are some other reasons why SEO is a wise investment:
Visibility Online That Converts Into Actual Customers
First and foremost, a proper roofing SEO strategy makes your business visible on Google whenever a potential customer searches for a roofer. Ranking your roofing business on the first page for relevant queries, like “roofing contractor near me” or “affordable roof repair services,” also increases your chances of converting these leads.
These potential customers are already looking for specific services and are ready to buy. They just need to find the company they trust. Roofing SEO not only helps you become discoverable online but also attracts leads ready to take action, such as requesting a quote or scheduling a consultation.
Reputation and Trust
Another great perk of investing in SEO is the reputation it can help you build. Let’s be honest, roofing projects cost a lot of money, so homeowners want to ensure that the company that’s doing the work is reliable.
When your business consistently ranks at the top of search results, it gives people the impression that you’re reliable and authoritative. Think about it: when you’re looking for a restaurant to dine at during a family holiday, do you ever go past the first page of Google? Probably not.
The best options are right at the top because they’ve worked on their SEO and likely have lots of positive reviews, which people pay attention to. The same goes for roofing businesses like yours. People are more likely to trust and choose you if you’re ranking at the top and have tons of 5-star reviews.
Cost-Effective Investment with Long-Term Results
There are plenty of ways to get the word out about your business. You could run ads or print tons of flyers to distribute around your city. The catch? These methods only work while you’re actively using them. If you have to keep doing them several times a year to maintain a steady flow of leads, the costs can really add up.
That’s where roofer SEO has the upper hand. Unlike paid advertising, which stops bringing in leads as soon as you stop paying, a well-optimized website can keep attracting organic traffic for months or even years with just regular updates and maintenance. It’s a more sustainable, long-term strategy for generating roofing leads.
So, how do you build a successful roofing SEO strategy? Read the step-by-step guide below to find out.
6-Step Roofing SEO Guide To Get More Roofing Leads
1. Do Keyword Research
Keyword research is the basis of any SEO strategy. Through keyword research, you can identify search phrases that have the highest potential to generate business leads. Use a tool like Ahrefs or Semrush to pull up keyword ideas.
Enter a seed term like “roofing” or something more specific that you think your clients are looking for, such as “roof repair.”
Semrush will then show the keyword’s estimated monthly searches, competitiveness, and other important metrics. Compile a list of keywords that make the most sense for your business.
Identify High-Purchase Intent Keywords
When choosing keywords, pay particular attention to the cost per click (CPC). A high CPC means a high purchase intent. Think of it like this: if someone searches for “roof repair cost in [city],” they’re probably looking to hire someone soon.
By focusing on these high-intent keywords, you attract potential customers who are more likely to become paying clients. This way, your marketing dollars are well-spent, bringing in serious inquiries rather than casual browsers.
Focus on Local Keywords
Now, since you’re in the roofing industry, your potential customers are likely to be local. Therefore, it makes sense to target local keywords such as “roofing company [city X]” and “roofing contractor near [city Y].”
These keywords help you target your specific service area and appear on the Google Local Pack (a map of business locations and prominent listings), as shown in the example below:
Look at Competitors’ Keywords
Lastly, don’t forget to look at your competitors’ keywords as part of your competitor analysis. They are search terms that your rivals are ranking for.
Start by entering the URL of a competitor’s site into the SEO tool of your choice. It will provide you with a list of keywords they are ranking for, along with metrics such as search volume and keyword difficulty. This will help you uncover keywords that are already bringing traffic to your competitors’ websites.
2. Create and Optimize Content on Your Website
Once your keyword research is complete, it’s time to optimize and create more content for your website. From our experience, many roofing companies have websites; however, they aren’t optimized for SEO, meaning they aren’t driving any relevant traffic.
To start, you should create landing pages for your services. These pages should include the keywords that you identified as part of your keyword research and some content describing the roofing services that you offer.
Next, consider writing a blog to answer specific questions your target audience might have. For example, you could create articles on topics like “How to Repair Rust and Corrosion Roofing Problems,” “How to Maintain Your Roof to Extend Its Life,” etc.
The benefit of creating content is that you can target multiple keywords, thus increasing your rankings on search engine results pages. You also get to educate your audience and build trust with them through valuable content and solid advice.
3. Get Technical Fundamentals Right
Another piece of the puzzle is technical SEO. Without having your website in perfect technical health, your SEO tactics will be a waste of time.
For your website to start appearing on search results pages, Google’s bots must be able to find, crawl, and index your site’s pages.
To find any potential issues that hinder your website’s performance, run a technical audit using an SEO tool. Simply plug in your website’s URL and let the tool do the rest.
The most common SEO issues include:
- Broken links
- Duplicate content
- Missing or incorrect robot.txt file
- Slow page load speed
- No XML site map.
Once you identify the errors, jump right in and fix them. You might need to work with a web developer to address more complex issues.
4. Earn Reputable Links
Link building is an SEO activity that focuses on increasing the number of external websites linking back to your website.
Building backlinks to your website is seen as a positive sign by Google. They’re one of Google’s strongest ranking factors. More backlinks equals more traffic.
Here are some ways you can build links to your website:
- Local Business Directories: Getting listed on local business directories like Yelp, Angi, and the Better Business Bureau is a great way to gain authoritative backlinks. Plus, it helps potential customers find you easily. Ensure your business information is consistent across all listings to maintain credibility and trust.
- Be Active on Forums: Participate in forums, Q&A sites like Quora, and social media groups related to roofing and home improvement. Providing helpful answers and linking back to your blog posts or service pages when relevant can earn you natural backlinks and drive traffic to your site.
- Guest Posting: Reach out to home improvement blogs, real estate websites, and construction industry publications to contribute guest posts. Write an article on a specific roofing topic you are knowledgeable about, and include a link to your business website either in your bio profile or at the end of the article, depending on your agreement with the website owner.
5. Optimize Google Business Profile and Get Reviews
According to Semrush data, there are 90,500 monthly searches for the keyword “roofing companies near me.” You need a Google Business Profile to appear in these searches.
Sign up for a free Google Business Profile and optimize it by filling in all your business details, opening hours, and roofing services you offer. Upload some high-quality photos to make it stand out. Moreover, ask your happy customers to leave reviews—this will help your business rank higher.
6. Seamless User Experience
Once SEO has done the hardest job of driving leads to your website, your next job is to provide a good user experience (UX).
This means your website should be easy to navigate, visually appealing, and work well on mobile devices. Also, nobody likes a slow website, so make sure it loads quickly. And don’t forget to have clear call-to-action buttons to guide your visitors towards taking the next step.
Partner with Roofing SEO Pros
Roofing SEO is a highly effective lead-generation strategy that can help you future-proof your business. If you’re new to SEO, using a professional SEO consultant is the best way to start reaping its benefits.
At Salteq, we’re roofing SEO pros ready to help you build an actionable plan based on your specific business goals.
Partnering with us means you can focus on what you do best—running your business and making your clients happy—while we work on getting you to the top of search engine results. With us on your side, you won’t have to worry about finding leads ever again.
Interested in learning more? Reach out to us today!