Local SEO Tips to Get Your Roofing Business Noticed by More Customers
April 23, 2022 by Molly Weybright

Local SEO Tips to Get Your Roofing Business Noticed by More Customers

Anyone who has ever looked for something online knows the importance of showing up on the first page of Google. Studies have shown that 75% of users never scroll past the first page of search results and that 90% of searchers only click on links on the first page. This means that if your business is buried on the second page or beyond, you are missing out on a huge number of potential customers. In addition, searchers are more likely to trust businesses that appear at the top of the search results. This is because they perceive these businesses as more reputable and authoritative. For all these reasons, it is clear that appearing on the first page of Google is essential for any small business.

As a roofing company, it's important to be visible to potential customers who are searching for roofing services in your area. In this blog post, we will discuss local SEO tips that can help your business rank higher on search engines like Google. We will also cover ways to improve your website design so that it converts more visitors into leads and how to make sure your Google listing is the most eye-catching among competitors in your area.

Amount of Google Traffic by search result number RoofingPercentage of Google traffic based on search engine result position. (Data source)

But, if your site is currently landing on the second, third, or even fourth page of Google, you may be feeling overwhelmed at the prospect of improving that ranking. If you truly want to become an SEO wizard, we recommend checking out some of the more in-depth resources out there. But, implementing the tips in this blog will help you rank higher organically, leading to more qualified leads and more new customers for your roofing business.

Free Download: The Ultimate Roofing Marketing Guide

Understanding Roofing Local SEO

If you're a small business owner, you must have a basic understanding of SEO. Search engine optimization is the process of improving the visibility and ranking of your website on search engines like Google. By optimizing your site for relevant keywords, you can attract more visitors who are looking for what you offer, and as a result, you'll get more organic traffic and leads. It's important to note that SEO is an ongoing process, and it takes time and effort to see results. If you're willing to put in the work, an optimized website can help you attract more visitors and grow your business.

But first, if you're brand new to SEO, you might wonder where your roofing can show up in Google and if your only focus should be on the search engine results pages (SERPs). The short answer is that the SERPs are perhaps considered the most important place your website can appear, but it is not the only one. Your roofing business can also be found on the Google Maps results, which appear above the organic search results, making it an extremely crucial part of SEO.

The Importance of Customers Finding You Organically

Based on the average cost for high-demand roofing keywords, if your company is only focused on paid advertising in Google, you could expect to spend around $500 on about 100 clicks. That might not seem too bad until you consider that a click does not equal a guaranteed job. This is why it is important that customers in your area find your roofing company organically: advertising costs can really add up without the guarantee that you will book a single job. So, let's dive a little deeper into how you can begin to make sure potential customers find your business before other roofing companies in the area.

Roofing Organic Search Result Listings

Google Maps and Google My Business

One key element of local SEO for roofing companies is claiming and updating your Google My Business profile. This profile is what Google uses to easily secure information on your company and pass that info on to potential customers. By claiming your profile you are able to ensure that your business information is accurate and up-to-date. It also allows you to take control of how your business appears in Google Maps and in search results. Claiming your listing allows you to add photos, share updates, and respond to customer reviews—all of which Google takes into account and can help boost your ranking in search results. In short, if you want to make sure your business is visible to potential customers, then claiming and updating your Google My Business profile should be one of your top priorities.

Google My Business Checklist Roofing

Key areas to focus on when configuring your GMB profile

Name, Address, and Phone Number (NAP Information)

Configuring and setting up your NAP correctly is essential to local SEO for small businesses. Your name, address, and phone number need to be consistent across all online platforms. That means if your business name is "Acme Roofing", you can't have it listed as "Acme Roofing, Inc." in one place and "Acme Roofing Co." in another. Inconsistent NAP information confuses Google and other search engines, which can hurt your local ranking. In addition, make sure your NAP is prominently displayed on your website and includes your city and state. This helps Google understand your location so it can show you on Maps and serves as a signal to potential customers that you're a local business. By taking the time to configure your NAP correctly, you are ensuring that your roofing company is consistent and reliable not just in the eyes of potential customers but in the eyes of Google as well.

Review, Reviews, Reviews

Small businesses live and die by their online reputation. In today's digital world, prospective customers are more likely to read online reviews before making a purchase than they are to ask for recommendations from friends or family. That's why it's so important for small businesses to make sure they are doing everything they can to acquire more reviews and respond to all of them, good and bad. Thanking customers for positive reviews helps to build goodwill while addressing negative reviews in a prompt and professional manner can help to mitigate any damage. By taking advantage of online reviews, you can improve your small business SEO and attract new customers.

“Strong customer relationships drive sales, sustainability, and growth.”

- Tom Cates, Founder at Encompass-CX
Update Your Business Profile Regularly and Often

Updating your business profile regularly is essential for local SEO. When you update your business profile, it tells Google that you are still an active business. This is important because Google wants to provide the most relevant and up-to-date results for its users. In addition, regularly updating your business profile helps to improve your reputation with potential customers. Think about it this way: if you are looking to hire a home contractor, are you more likely to hire one whose information has been updated recently with COVID safety protocols, contactless options, and recent offers, or one who hasn't been updated in years? It shows potential customers that you are keeping your information current, which can inspire confidence in your business. Therefore, if you want to improve your local SEO, make sure to keep your business profile updated on a regular basis.

Improving Your Organic Result on the SERPs

Above the fold on Google’s search engine results page (SERP), there are four paid ads followed by ten organic listings. 91% of Google searchers don’t click past the first page of SERP. That means if your small business’ website is not within those top ten organic rankings, you’re missing out on a ton of potential customers. Search Engine Journal found that the first organic result gets nearly 30% of clicks, decreasing incrementally as position decreases. Showing up as high as possible on the organic search results is important because it significantly increases the amount of traffic your small business website receives. 

Of course, as important as it is to increase the organic ranking of your roofing website, that doesn't mean much if potential customers aren't clicking on your search listing. Next, we'll go into more detail on how to encourage clicks and conversion once you've boosted your organic ranking through SEO.

Encourage Clicks Into Your Roofing Website

There are many aspects that potential customers take into account when looking at the SERPs and deciding which company's website they will click on. Doing everything you can to ensure your roofing company's site instills nothing but trust in potential customers is crucial to making the most of your SEO efforts.

SEO Ranking Factors Roofing

Technical Aspects of Your Website

Your website is often the first point of contact between you and your potential customers. As such, it's important to make sure that your site conveys a sense of trustworthiness and professionalism. Unfortunately, technical issues can often have the opposite effect. For example, if your site loads slowly or is difficult to navigate, potential customers may conclude that you're not serious about your business. Likewise, if your site contains errors, broken links, or unreadable meta data, it can negatively affect your Google organic ranking. Fortunately, there are a few simple elements you can keep in mind to send a strong signal to both Google and your potential customers that you're a business worth doing business with.

Mobile Compatibility

Almost 60% of web traffic now comes from mobile devices. This trend is only going to continue to grow, which is why it is so important to make sure that your website is optimized for mobile. A website that is not optimized for mobile can be very difficult to use on a small screen, and it can also load slowly, which will frustrate visitors and cause them to leave.

Website Security

Google uses security as one of the main factors in determining where to rank a site. This means that a secure site is more likely to appear in the top search results than an insecure site. In addition, a secure site provides visitors with peace of mind, knowing that their personal data is safe.

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Website Load Speed

Google considers load speed when determining where to rank a website in search results. This means that a faster website is more likely to appear at the top of the list, where it is more likely to be seen by potential customers. In addition, faster websites tend to have higher conversion rates, as visitors are more likely to stay on the site and make a purchase.

Meta Data & Meta Descriptions

Meta data is code that provides information about a web page and is used by search engines to help them understand the content of a site and to index it for search results. While meta data does not directly affect the ranking of a web page, it is still an important part of SEO because it can help to improve click-through rates, which are a major factor in Google's algorithm. In addition, meta data can be used to target specific keywords and phrases, making it easier for users to find your site when they search for relevant terms, such as "roofing company near me".

Prioritizing Content on Your Website

Your website is one of your best tools for marketing your roofing business and turning clicks into leads. By writing informative site pages, regularly posting engaging blog posts, and getting backlinks from other reputable companies, you can encourage Google to list your site higher on the SERPs, making it more likely for potential customers to find you. In addition, by providing potential customers with useful information about your roofing services, you can encourage them to hire you instead of your competitors. By investing in quality website content, you can make a significant impact on conversion rate.

Highlight Informative and Specific Site Pages

While you want to ensure that every page of your website has informative, well-written content, there is a lot to be gained from adding site pages for your more high-revenue, in-demand services. This way, when a customer searches "emergency roof repairs near me", you can send them directly to a site focusing on their needs rather than to a general homepage where they have to comb through your information. Site pages are also a great place to naturally use keywords that you want to rank for organically without having to keyword stuff (Google doesn't like that).

Roofing Site Page ExamplesExample: www.texascoolroofing.com

Blog Regularly and Often

Blogging is a great way for small businesses to connect with their customers and build a rapport. By posting regular updates, businesses can let their customers know what they're up to and what new products or services they have to offer. In addition, blogging provides an opportunity to show off the company's knowledge and expertise. By writing informative and well-researched posts, businesses can establish themselves as thought leaders in their field. Furthermore, blogging can be a great way to drive traffic to the company's website. Search engines like Google love fresh content, so by regularly publishing new blog posts, businesses can improve their ranking in search results. This in turn can lead to more website visitors and potential customers! In the image below, you can see how much our website traffic increased when we started blogging regularly.


Get Backlinks from Reputable Companies

In short, a backlink is when one website links to another. Backlinks are important because they are effectively like "votes" for your website. The more backlinks you have from high-quality websites, the more likely it is that your website will rank highly in SERPs. This is because Google and other search engines view backlinks as a sign of trust and quality content. Therefore, if you can acquire backlinks from websites that are themselves trusted and authoritative, this will help to improve your own website's ranking. There are many ways to acquire backlinks, such as guest blogging or creating informative and shareable content. Whatever approach you take, the goal should be to create high-quality content that other website owners will want to link to.

Free Download: The Ultimate Roofing Marketing Guide

Use Schema Markups to Stand Out Even More

Schema markups are code that you can add to your website to help search engines understand your content. They can be used to provide information about your business, products, and services. When schema markups are added to a website, they appear as rich snippets in SERPs. Rich snippets are designed to give users a more detailed preview of your content and they can include things like product reviews, pricing information, and business hours.

Adding schema markups to your website can help it stand out in SERPs, and ultimately lead to more clicks and traffic. While schema markups may seem like a lot of work, they can be easily added using a plugin or by editing your site's code. If you're looking for ways to improve your website's visibility in SERPs and stand out from competitors' listings, adding schema markups is a great place to start.

Still not quite sure what we're talking about here? Take a look at the following example…

Schema Markups Roofing Example


By following these simple tips, you will begin to see a marked improvement in your SEO strategy and an increase in organic traffic, which means more leads coming through your door, without breaking the bank on marketing! To dive deeper into how to improve your roofing business’ online presence and get even more leads, be sure to download our free roofing marketing guide. It’s packed with expert advice on everything from email marketing to PPC tips to polishing up your roofing website. Thanks for reading!

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