How often should roofers update their websites? What are common SEO techniques they should incorporate into their marketing plans?
Many roofing companies choose not to invest in a roofing SEO campaign because they don’t want to spend time or resources updating their existing site. They assume it takes too long and is too expensive to get started.
But the online roofing industry is at a disadvantage compared to brick-and-mortar businesses that regularly update their websites. And that means they can’t claim to be “mobile friendly,” meaning their customers can easily access information from their smartphones.
This makes the online business owner less competitive, even though they offer better service, a wide range of services, and quality materials. In contrast, roofing companies must constantly update their websites to stay relevant in today’s marketplace.
Table of Contents
What Is Roofing SEO
Search Engine Optimization, shortly termed SEO is an essential part of any online marketing campaign. For example, a roofer needs to optimize his website and Google listings to get found by potential clients. Roofing contractors need to hire reputable SEO companies to help them rank their websites and Google listings. An SEO specialist will handle all the technical aspects of a metal roofing SEO campaign, including responsive design, coding, content creation, keyword research, link building, etc.
Here Are the Roofer SEO Techniques for Roofing Company Websites
If your ultimate goal is to have more roofing leads or increased sales, you should consider searching for roofing companies with local SEO techniques. Local roofer SEO allows you to be found by potential clients who have searched for roofing services locally. A local roofing SEO strategy can boost the exposure to your website and allow customers to find you easily- and, most importantly, improve user experience.
Below are the best methods for getting started with local SEO for roofing company websites.
Perform Keyword Search
Keyword research tools are an essential part of SEO. It is about finding the most relevant search terms related to your roofing jobs in the geographic area your roofing company serves. These organic search terms are called keywords. Once they have been found, they are then organically interspersed throughout the roofing website, along with the title tags and other key elements of the roofing website. This is called on-page SEO.
When someone types in “roofing business” or “roof replacement” into Google, there is an increased probability that your website will pop up at the top of the search results. Since people tend to visit the sites that show up first, this can give you a huge competitive advantage because it can potentially drive more visitors to your site. These sites are most likely optimized for user experience.
Choose Location-Specific Keywords
If you focus on local keyword optimization to rank well in search queries. That means ensuring your site contains relevant information about your industry and products. If you also optimize for local searches. Start using Google Keyword Planner or Keyword Tool.io to see what keywords people search for. Then, use those keywords to write blog posts, articles, and other content on your site.
You can even use them on your guest posting. Finally, add location information whenever possible. For example, mention your address and phone number if you offer roof repair services. If you sell roofing supplies, add your store location and contact information. Never forget to update these details on a regular basis.
Add Naturally Main Keywords All Throughout Your Roofing Website
After adding the relevant keywords, you’ll need to implement your technical SEO strategy on your website and social media accounts. It would help if you also created an online presence through your website and blog. Your site should be optimized for both desktop and mobile devices. Once you’re ready to start, here are some tips for roofers to keep when optimizing your roofing company website.
… Don’t Forget to Add Location-Specific Keywords to Page Titles and Metadata
Good SEO practice is to add location-specific keywords to your site’s title and meta description tags. You can also use them in your blog posts and other articles. Adding location-specific keywords will help users find your website when searching for local businesses online. Take note, though, that SEO is an ongoing process.
Your Contact Details Should Be Uniformed Throughout Your Website
Local SEO best practices include your main office address in the footer of your site. You can see this example below. Another important part of ensuring that Google recognizes and understands that your company is located in a specific area is to include your physical address in the footer and be consistent throughout your site when referring to your location or city.
As well as ensuring all of the main business listings (for example, your own company’s listing) are up to date at your current address.
Create a Google Business Profile Account
Google Business Profile is a free service that allows businesses to create a business listing for their business online. Creating a Google Business Profile page allows you to gain visibility on Google Maps, Google Search, and other Google products. You can even include videos and photos to your profile. Some of the benefits of having a Google My Business page include:
• Get found on Google Maps
• Improve local search rankings
• Increase customer engagement
• Make your website more visible on Google products
• Gain more traffic to your website
Optimize Your Google Business Profile
Creating a Google Business Profile is an effective way to get more exposure online. Your business will appear at the top of local search results. You’ll be able to add photos, videos, reviews, and other details about your business. In addition, AdSense ads can earn money if you choose to display them.
It would help if you optimized your Google Business Profile to get more visibility, increase your chances of getting hired, and avoid loss of leads. Follow these tips to achieve your business goal:
- Add a compelling business description
What is your business? What sets you apart from other businesses? How will your customers benefit from working with you? Is there any information about your services that we should know before contacting you? It would help if you told potential clients why they should hire you instead of someone else. Think about how you can describe your business using 750 characters or less.
- Have the appropriate business name
Business names should be short, descriptive, and unique. If you choose a long business name, you risk appearing generic and losing out on traffic. Also, make sure your business name isn’t a keyword stuffing tactic. There are many ways to check whether your business name is optimized for search results. One easy way is to use the Keyword Planner tool within Google Search Console. You can also use the Google Suggest feature within Gmail to see what terms other users might enter when searching for your business.
- Add eye-catching photos
Your profile is an online representation of your business. You can put whatever you like there, but remember what kind of impression you want to give potential customers. For example, if you want more sales, ensure your profile includes your work pictures. Showcase your skills and experience through image searches of your previous jobs.
Make sure nothing bad is included in those images; otherwise, people may not trust your business. For example, if you install roofs, you might show a picture of a roof installation project you did recently. Or, if you provide other services, you could post a photo of a job site where you installed something. These photos should be professional and clean. Don’t include any logos or text that might be considered advertising or promotional material.
- Remove duplicate listings
Make sure you regularly check for duplicates on Google Business and Google Maps. If you find any, remove them immediately. You may also need to report them to Google. Duplicate listings confuse potential customers and hurt your rankings.
- Always update your business information
Choose the right classification for your business and edit your listing to include the correct details. You will need to verify your business location using GPS coordinates, and if you have an online store, you’ll also need to fill out the online store section. If you’re not ready to sell online, you can still list your services and products in the “Local Services” section.
Remember that you might lose traffic to your old page when you update your information. Check back periodically to see if any changes were made to your listing.
It is important to keep your website up to date! If you have any changes to your contact info, hours of operation, address, etc., you should update them all at once. You never know when someone will search for you online, and if they see outdated information, they may not even bother calling you.
- Always respond to reviews
When you receive a review, respond promptly. A response time of fewer than 24 hours is ideal, but if you’re unsure when an issue occurred, try giving yourself 48 hours before responding. If you respond to a negative review, thank the reviewer for bringing the problem to our attention. Even though the reviewer may have had a bad experience, it doesn’t mean everyone else did.
Please show your appreciation for the feedback by thanking the reviewer for taking the time to let us know about the problem. You could even follow up with a quick question asking what we could do to help. Responding to a positive review is similar, but instead of thanking the reviewer, you’ll need to address any issues that might have caused the poor rating. Make sure to resolve any problems, and then ask the reviewer to rate you again.
It is important to respond to complaints with professionalism and courtesy. Also, if you were not responsible for the issue, let them know what happened and that you are sorry for any inconvenience. If possible, try to resolve the complaint. If there is nothing you can do to help, apologize and explain why you cannot change the situation. You may also ask the customer to contact you again after you’ve addressed the issue.
Finally, always keep in mind that every customer is different. Try not to get upset when something goes wrong. Remember that everyone makes mistakes, and treat each customer like you would want to be treated yourself.
Reviews can help you improve your business. Positive reviews will increase your customer satisfaction and may lead to referrals. Conversely, negative reviews can cause customers to avoid your business, resulting in lost revenue. Reviews about your business can also influence your search engine rankings and your business’ overall number of reviews, your average star rating, and your overall sentiment.
Optimize Your Website for Search Engine Rankings
All websites contain elements that enable them to be crawled by search engines. These include keywords, titles, meta tags, URL, page content, XML sitemaps, robots.txt file, image alt text, internal links, etc. If any of these elements can be optimized, your website will be more likely to rank higher in search results.
Perform on-page optimization
Each page on the website should focus on a single topic or idea, and all other pages should link to that page. For example, your homepage should focus on your company name and brand, while the rest of your site should contain relevant information about your products and services. Each page should also have an internal linking structure that connects related topics and ideas.
Create quality content
You can’t do away with content marketing as part of any successful SEO strategy. Content marketing helps drive traffic to your site, increasing conversion rates. You can also use content to educate your audience about your products and services, encouraging them to buy from you. For example, if you sell roofing materials, you could write a post answering common questions about different types of roofs.
Add a blog post about the different types of roofs and what you offer. You could also write a comprehensive guide to all the different roofing services available, including the cost of each project. When you provide this type of transparent information, customers will respond.
In addition, nearly 70% of website visitors prefer reading non-promotional articles to advertising. That can lead to higher conversions, as well as more customer trust. Avoid creating duplicate content because Google will surely penalize you for that.
You can also create landing pages for each service you offer. You can even create specific landing pages for different types of prospective customers, like roofers versus homeowners. Landing page tools let you track conversions and measure results. Then, use that information to modify your marketing strategy.
Encourage link building
Search engine optimization (SEO) ensures your website appears when someone searches for a specific topic online. You can achieve this in two ways. One is through link building, which involves getting links back to your website from other websites.
The other method is a content marketing strategy, which means writing articles and other types of high-quality content that your user will want to share. Both strategies require a lot of effort, but if done right, they can help your roofing company get found online.
Publish great content, and share it with influencers within your niche. For example, if you’re publishing content aimed at roofers, you might also consider sharing it with bloggers and journalists who write about the roofing industry. These influencers will help spread the word about your blog posts and articles, which increases the amount of traffic you receive. In addition, it would be great if you also asked them to mention your site in their social media feeds since this will increase the search visibility of your content.
You should always check the reputation of any websites you link to. Make sure that they are reputable sources. If you inbound link to websites with unreliable or false information about your topic, this could damage your own site’s reputation.
Improve the title
Google does not want to understand what you’re trying to communicate on your website. Instead, it wants to manipulate the results that it shows users. Manipulating the results means using manipulative and aggressive tactics like keyword stuffing and cloaking.
While Google strives to comprehend what you’re trying to say, manipulative and aggressive use of words like “keyword” and “search term” is still important. The best place to place your keyword is in your title tag. However, title tags are not your roofing company’s main headlines. The primary headline on your roofing company’s website is usually an H1 or H2 HTML element.
A website’s title tag should be relevant and concise. A longer title tag may help increase organic traffic to your site, but there is a limit to the amount of text that Google will display. You also must remember that if your title tag is too long, it might get truncated when someone clicks on the link.
Improve Meta Description
Meta tags are important because they help describe your roofing website to Google and other search engines. Therefore, your meta description must be short and sweet yet informative enough to entice someone to read further about your roofing company.
Make sure to include keywords within your meta description, as well as links to your roofing website. When writing your meta description, remember that it will also be shown to visitors when they arrive at your roofing website. Therefore, you must write a description that will attract them to your roofing website, even if they aren’t looking for roofers.
Add schema markup
Google doesn’t rank websites, and Google ranks web pages. Before Google can rank your web pages on the first page of search results, it must determine who your company is, What your company offers, and Where your company serves. Then, in a split second, Google makes an educated guess about all three questions based on the webpage’s comprehensive content before serving the webpage to a potential customer who needs roofing services from your company.
Including a schema markup to your website eliminates any guessing Google has to make and tells Google exactly who you are, what your company does, and where your company serves.
Schema allows you to tell Google what your business is about, including opening hours, price ranges, forms of payment accepted, geographic location, and other important details. The schema will help you get found online and drive more traffic to your site.
Add alt attributes
Alt attributes are a key component of SEO for roofers. When someone searches for something online, they will often see a list of results; the first thing they see is the picture associated with each result. If the picture doesn’t load properly, the visitor may click away before reading any other type of content on the page. Therefore, a clear picture description can be vital from a UX perspective and help Google understand your web page.
Don’t stuff competitive keywords and cram every variant of your search term into your alt attribute. Don’t include it if it doesn’t naturally fit into your content. You don’t want to skip the alt attribute altogether because it helps to explain what your page is about to those who cannot see it.
Instead, look for a search term that accurately describes your product and services. Imagine you’re trying to explain it to someone who cannot view it. That’s what there is for the alt attribute. You’ll avoid over-optimization temptation by writing naturally about your product or service. Simply put, it looks like you aren’t trying to trick Google into ranking your roofing website for roofing keywords. This gives you a greater possibility of ranking for longer-tail versions of your roofing keyword.
Your roofing business needs all the SEO help it can get. You must tap and i