Suzy’s family experienced another torrential downpour today, but it was normal weather for them. Only this time, something unexpected happened — the roof started leaking.
While Suzy’s family gathers every bucket, towel, and fan in the house, Suzy immediately jumps on Google to find a roofer that can get their roof fixed before the next rainstorm.
But without an effective search engine optimization (SEO) strategy, Suzy will only find your competitors — and not you — when she searches.
With SEO for roofing companies, you help ensure that people like Suzy find your roofing company first, whether they need repairs, maintenance, or a brand-new roof.
So, where do you start with roofing SEO?
How to nail your roofing SEO
We’ve got four simple tips that will help roofing companies like yours drive more valuable leads through search!
1. Leverage local SEO to reach your desired zip codes
As a roofing business, your focus is on your local community. Whether you do residential repairs or commercial roof work, you’re trying to obtain leads in your desired neighborhoods. By leveraging local SEO, you can help your business reach the right zip codes.
One of the key components of local SEO is claiming (if you haven’t already) and optimizing your Google Business Profile. This profile appears when people conduct local searches for roofers, like “Roofing company near me” or “Roof repair in Dallas.”
Your local business profile should at least include:
- Your contact information
- Hours of operation
- Services you provide (roof repair, roof installation, gutter repairs, etc.)
- Images of previous roofing jobs you’ve completed
To take your profile to the next level, and reach people in the zip codes you desire, you can set up your service area in your Google Business Profile. Just go to:
Edit Profile → Business Information → Location and Areas → Service area
Once there, you can enter specific cities or postal codes you want to target. Keep in mind, though, that you can only set up to 20 service areas. These areas will then appear on your Google Business Profile.
Adding these service areas will help you reach people looking for a roofer in those places.
Outside your Google Business Profile, you can drive local leads through these local SEO strategies for roofers:
- Building location pages on your website for desired zip codes or towns (Ex. “Storm Damage Roof Repair in [zip code or town]”)
- Optimizing your profiles in local directories, like Yelp, Angi, or your local chamber of commerce’s website
- Integrating local keywords into your website
- Creating local content geared towards your target areas (Ex. How to choose a roofer in [location]”)
2. Target keywords relevant to roofing
A key component to the success of roofing SEO is targeting the right keywords. Whether someone wants to learn about residential roofing options or the roofer’s role in storm damage claims, they’re using keywords to find the information.
So, that means you need to target those keywords on your website to reach them.
But where do you start?
Here are a few tips to help you find the right keywords for your website:
- Identify your core business areas: What are the core services your roofing company provides to customers? This includes general services like roof installation, roof maintenance, and roof repair, as well as more specific areas like storm damage repair or commercial roofing. Noting your service areas gives you a baseline for where to start.
- Use a keyword research tool to identify related keywords: Once you know your core areas of focus, you can start looking for keywords related to those areas. You can enter your core topic, like “storm damage repair for roofs” into a keyword tool and see what related keywords it generates for you to target.
- Analyze your competition: Roofers have no shortage of competitors. Use a competitor analysis tool, like Ahrefs, to identify what keywords your competitors target that you aren’t targeting. You can then create pages targeting that keyword to remain competitive in your market.
3. Build trust and enhance credibility with your roofing company through content
One of the most valuable thing your roofing company has is knowledge. You know the ins and outs of the roofing industry, from TPO for commercial roofing to roof decking. Here’s the thing — your audience wants that valuable knowledge.
The best way to share that knowledge with your audience is through content. Blogs, articles, and videos are all great ways to share your industry knowledge with your audience.
Here are some example topics you could tackle (depending upon the services you offer):
- Signs you need a new roof
- Figuring out what roofing material is right for your home
- How to choose a roofing company
- Navigating local building codes for commercial roofs
- How a roofing company helps with insurance claims
- How much does a new roof cost?
- How to spot roof leaks
- The benefits of flat roofing for commercial buildings
So, why take the time to create content about these topics and related ones?
The reality is the roofing industry is competitive. You need a way to stand out in a saturated market. But, you also need to build credibility with your audience.
Enter content creation.
Content creation helps you share your knowledge and establish yourself as a credible authority in the roofing industry. Not to mention, if you’re creating content and your competitors aren’t, people are more likely to discover your business over your competition.
Creating content can be the competitive edge you need to stand out in your market as a trustworthy provider.
4. Build up your reviews to drive local leads
As a roofing company, you rely heavily on referrals to keep business steadily flowing. In today’s online world, reviews on Google Business Profile and Yelp serve as “referrals” for your business. In fact, 90% of people rely on reviews to evaluate a local business.
That’s why it’s important to build up your reviews as part of your roofing SEO strategy.
Here are some ways you can get more reviews:
- Ask for reviews after completing a job
- Send a follow-up email post-service and include a link to review your business
- Share a request for reviews on your social media profiles
- Use print materials with a QR code that directs people to your profile to review
You can leverage any combination of these methods to help you build up reviews on your local profiles.
By getting more homeowners to review your roofing company, you’ll help build a positive reputation for your business. Then, when people search for a roofing company and see the glowing reviews you got, they’ll be more likely to check you out and hire you.
FAQ on SEO for roofing
Does SEO actually work for roofing businesses?
Yes.
In today’s world, having a presence online is crucial. In fact, 62% of customers will ignore a business without a web presence. And where do they go to find your online footprint? Search engines.
If you’re not ranking in search engines, you’ll miss out on lead opportunities and lose them to your competition. In a highly competitive market, you can’t afford to leave leads on the table.
By investing in roofing SEO, you’ll continually optimize your presence in search results to drive more qualified leads for your business. You’ll improve your ranking in searches that qualified leads conduct, so you drive them to your business.
How much should I pay for someone to do roofing SEO?
If you’re thinking about getting professional help with SEO, your first question is likely: How much does it cost?
The average cost for SEO services varies depending upon who does your SEO. Here’s a breakdown of the average amount people pay:
- $500 – $7,500 per month
- $51 – $100 per hour
- $500 – $5,000 per project
If you’re looking for the most cost-effective option, the monthly option is best. You’ll get continuous optimization for a set cost during the month, rather than dealing with the variable costs of per hour or per project.
How does roofing SEO help my business?
SEO for roofing offers numerous benefits, including:
- Improved traffic quality: A core component of your roofing business’s growth is earning qualified leads, whether through referrals or other means. Roofing SEO, when done right, helps you put your company in front of quality leads looking for a reliable roofing company.
- Increase brand trust: Many roofing projects aren’t cheap, which is why homeowners want to ensure they’re hiring the right roofing company for the job. Considering 68% of all clicks in Google go to the top three results, ranking higher in search conveys that you’re a trustworthy resource (and drives more traffic).
- Long-term business growth: SEO drives continuous, long-term results for your business. If you keep up with your strategy and remain agile, you’ll continue to drive valuable leads for your roofing company.
What are some common mistakes roofing companies make with SEO?
When you’re just figuring out SEO, it’s easy to stumble into the pitfalls. Here are a few common mistakes roofing companies make with their SEO (that you’ll want to avoid):
- Optimizing for short keywords (less than 3 words) that are too competitive to rank for
- Producing low-quality content for the sake of having content on their website
- Having a website that’s difficult to navigate (causing frustrated users to bounce)
- Neglecting to keep tabs on SEO performance to see where improvements and changes need to be made
I’m thinking about investing in roofing SEO services — what do they include?
As a roofing company, your SEO strategy will be two-fold — traditional and local SEO. Since that encompasses more work, you may think about outsourcing your SEO to a skilled provider.
But what can you expect?
| Service | What you can expect | WebFX’s packages |
| SEO | Audit of SEO strategy, keyword research, link building, on-page optimizations, technical SEO, content creation, and more | Explore SEO Services |
| Local SEO | Audit of current local SEO effort, local citation management, review management, on-page local SEO changes, and more | Explore Local SEO Services |
Increase your leads during peak season with help from WebFX
If you want to turn organic traffic into closed jobs, we’re the agency to help you do it. With over 48,000+ hours of expertise in home services, we know how to help roofing companies leverage SEO to drive qualified leads and jobs.
We’ve helped businesses drive over 24 million qualified leads that turn into jobs, sales, and clients. We can do the same for you, too.
Contact us online or call us today at 888-601-5359 to speak with a strategist about our SEO services!
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Macy is a content marketing consultant with over five years of experience creating content for dozens of industries including home services, recreation, and education. She’s written about every marketing topic under the sun, from SEO to AI to email marketing. Her work has been featured by Search Engine Journal, HubSpot, Entrepreneur, Clutch, and more. In her free time, Macy enjoys crafting, reading comic books, and walking her dog Daisy. -
WebFX is a full-service marketing agency with 1,100+ client reviews and a 4.9-star rating on Clutch! Find out how our expert team and revenue-accelerating tech can drive results for you! Learn more
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