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. However, knowing how to use search engine optimization (SEO) to get your roofing company’s listing near the top of Google can seem like a mystery.
Taking the time to understand the basics of roofing SEO can be very worthwhile. Of the small businesses that report using SEO, 94% of them said that it was an effective part of their marketing strategy—an 11% increase from 2023. Clearly, when done well, SEO will help take your roofing marketing strategy to the next level.
If your site is currently landing on the 2nd, 3rd, or even 4th page of Google, you may feel overwhelmed at the prospect of improving that ranking. You’re not alone.
1 in 5 small businesses hasn’t tried SEO in the past. But by following a few simple steps, you’ll be well on your way to mastering search engine optimization for your roofing company.
In this blog post, we will discuss local SEO tips that can help your business rank higher on Google. We will also cover ways to improve your website design so that it converts more visitors into leads and how to ensure your Google listing is the most eye-catching among competitors in your area.
To become a real SEO wizard, we recommend checking out some of the more in-depth resources out there. In the meantime, implementing the tips in this blog will help you rank higher organically, leading to more qualified roofing leads and more new customers for your roofing business.
Addressing the AI of it all
Artificial intelligence is changing how SEO works, especially for small businesses like roofing companies. Tools like Google’s Search Generative Experience (SGE) are starting to answer searchers’ questions right on the results page, which means it’s more important than ever to create helpful, relevant content that shows up in those AI-powered answers.
At the same time, AI can actually help roofing companies improve their SEO. From generating blog ideas to finding local keywords and writing service pages, AI tools can save time and make it easier to compete online—even against larger businesses.
Plus, with over 50% of small businesses using AI for marketing, you can't afford to fall behind on adopting this technology.
Understanding the Basics of SEO for Roofers
All small business owners 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 for roofers is an ongoing process, and it takes time and effort to see results. But if you're willing to put in the work, an optimized website can help you attract more visitors and grow your business.
The Challenges of SEO for Small Businesses
In a survey we conducted, we asked small businesses what their biggest challenges were with SEO. The majority reported challenges with technical SEO implementation, which includes site architecture and page speed. The second most reported challenge was with keyword research and content planning. 
Keyword Research and/or Content Discovery and Planning
Effectively researching keywords for your roofing SEO strategy and implementing those words or phrases into your content is a crucial step in effectively boosting your Google ranking.
There are some high-quality keyword research tools out there, like SEMRush and Answer the Public, as well as some free tools provided by Google like Google Keyword Planner.
Many of these tools also offer extensive educational resources that will help you develop a keyword plan to suit your situation. You’ll want to choose keyword tools based on your budget and how tech-savvy you and your employees are.
It can seem difficult, but with a little time and the right tools, you’ll begin to develop a solid understanding of how to research keywords and use them in your content.
Finding Time/Resources to Dedicate to Roofing SEO Efforts
As you likely know, time and money are some of the biggest barriers to success for small businesses. With 24% of businesses listing this as a primary challenge in SEO, this reigns true in digital marketing.
Fortunately, you have options to use your limited resources effectively to streamline your roofing SEO strategy:
- Use SEO tools to rank higher without overspending or wasting time.
- Partner with a 3rd-party marketing firm dedicated to helping small businesses succeed with SEO.
- Stay up-to-date on Google’s ranking factors to ensure you’re not allocating resources to things that don’t really matter with SEO.
Staying on Top of Search Engine Algorithm Changes
One of the beautiful things about modern technology is that it is constantly evolving, continually getting better at meeting the needs of searchers around the world. But, for businesses, this can be frustrating.
For many small businesses, by the time you feel comfortable with the elements of the search engine algorithm, a major change is implemented. Although frustrating, it’s critical that you stay on top of these changes.
By subscribing to SEO newsletters or scheduling time every quarter to catch up on any changes, you’ll be ahead of the competition and will ensure you’re not wasting your time or budget on outdated SEO strategies for roofing companies.
Improving Your Organic positioning
With 71% of searchers clicking on the first page of search engine results pages (SERPS), it’s critical that your roofing company’s website appears in those top organic rankings. Otherwise, you’re almost assuredly 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. In other words, 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 roofing 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 roofing SEO efforts.
Technical Aspects of Your Roofing 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, when a customer experiences technical issues on your site, it can often have the opposite effect.
For example, if your site loads slowly or is low quality, potential customers may conclude that you're not a reputable business. Likewise, if your site contains errors, broken links, or unreadable metadata, it can negatively affect your Google organic ranking.
Fortunately, you can keep a few simple elements in mind to signal to both Google and your potential customers that you're a company worth doing business with.
Mobile Compatibility
With 66% of consumers using their mobile devices to search for small businesses, it’s important to make sure 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.
Website Load Speed
Because Google considers load speed when determining where to rank a website in search results, a faster website is more likely to appear at the top of the list. In addition, faster websites tend to have higher conversion rates, as visitors are more likely to stay on the site and make a purchase.
Metadata & Meta Descriptions
Metadata 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 metadata does not directly affect the ranking of a web page, it is still an important part of SEO for roofers because it can help to improve click-through rates, which are a major factor in Google's algorithm.
In addition, metadata 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 Quality 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 content on your site pages, regularly posting engaging blogs, and getting backlinks from other reputable companies, you can help boost your listing on the SERPs, making it more likely that potential customers will find you.
Plus, with only 7% of small businesses focusing on both on-page SEO and off-page link building, this is a great area to improve and get ahead of the competition.
By investing in quality website content and working on generating backlinks from other reputable sites, you can make a significant impact on your SERP ranking and conversion rate.
Get Backlinks From Reputable Companies
A backlink is when one website links to another. Backlinks are important because they act like "votes" for your website.
The more backlinks you have from high-quality websites, the more likely you are to rank higher for key searches because Google views backlinks as a sign of trust and quality content.
Therefore, if you can acquire backlinks from authoritative and trusted websites, 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.
For businesses that need a boost in their SEO strategy without taking on all the legwork, partnering with an SEO reseller can be an effective way to access high-quality backlinks and other SEO services.
Whatever approach you take, the goal should be to create high-quality content that other website owners will actually want to link to.
Use Schema Markup 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 markup is 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 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:
In Conclusion
By following these tips, you will begin to see a marked improvement in your roofing 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 your roofing website.
Editor's Note: This blog was originally published in 2022 and has been updated to reflect new data and current market trends.
