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How to Use SEO to Rank for “Roofer in New York”

SEO for Roofers in New York Blog Cover

SEO is a competitive space in 2021. Local roofers in New York compete on Google to rank for terms like “roofer in new york” or “roofing contractor ny” and other related terms. The goal for each local contractor is to show up on organic results and the local map pack. This is best achieved using Contractor SEO services that involve on-page SEO, local SEO, content writing, web design, and more. Google looks at various signals to determine where a local business will rank on search results.

Roofer in New York Local Map Pack Results

Google’s Local 3-Pack Helps Generate Leads for New York Roofing Companies

Search Engine Optimization Guide for NY Roofing Companies

SEO is one of the most essential aspects of marketing your website online, yet so few really know how to truly implement it. SEO for roofers in New York can be the difference between success and failure for those businesses.

This is where local SEO comes into play. Dominating SEO for roofers in New York is necessary to stand out among competitors, develop leads that are the lifeblood of any business, and bringing in those conversions that can have the biggest impact on the bottom line.

But how can you dominate SEO for roofers in New York? What steps can you make to turn the local SEO game into something that benefits your business and helps you to generate those leads that you need to keep your business buzzing?

Here is a guide to dominating SEO for roofers in New York:

1) Optimize Google My Business

One of the most effective tools out there for SEO for roofers in New York is Google My Business. These listings allow users to get all the relevant information on businesses in the keyword that they are searching for. These listings can make a huge difference in the ability of a company to generate the leads that they need to continue growing.

The first step is to claim your business on Google My Business. This will establish your business’ presence on the massive search engine completely free of cost. Even better, it also means that your business will show up on Google Maps. Allowing users to find your business during those local searches can make a huge difference when searching.

The key here is to make certain that all the information you provide is both complete and accurate. Far too many businesses establish their Google My Business listing but don’t provide accurate information.

Doing this not only frustrates the end-user, but it also knocks down your value in the eyes of Google SERPs. Google has the goal of providing the most accurate, relevant information possible to its users, and having incomplete information won’t make the cut.

Local NY Roofing GMB

2) Get Regular Reviews

Perhaps the most important aspect of the online presence of any business is the ability to generate reviews. The vast majority of those reviews need to be positive, too, because no one wants to go with a business that has overwhelmingly negative reviews.

Why are those reviews so important? More than anything, customers are looking to verify that the company they are looking into is a trustworthy and reliable option. They don’t want to spend their hard-earned money on a service that won’t provide great results.

It is also important to remember that a few negative reviews are not back-breaking. As a matter of fact, they can be quite helpful to your overall perception in the eyes of customers. A business with 100% positive results doesn’t feel “real” in the eyes of the consumer.

It is those negative results that make your business feel authentic and also provide an opportunity for you to respond positively. Being able to positively respond to those negative reviews shows that your business is willing to go above and beyond to provide a positive experience to the customer.

Amass those reviews any way that you can. Provide an incentive for your past customers to provide reviews because they can have a substantial impact on your SEO ranking as well as how you are viewed by potential customers. To dominate SEO for roofers in New York, this is an absolute must.

New York Roofer Reviews

3) Optimize for Organic Search

The local map pack is great, but it is based partially on proximity, which is something you cannot control. If you really want to generate local New York area leads, you will have to show up on organic results in addition to mapping.

Organic SEO involves writing high-quality content within a logical URL website structure. It also requires on-page SEO techniques such as title tag and meta description optimization. Another important on-page SEO tactic is internal linking, which helps users navigate between relevant pages on your website.

Google asks you to write pages that clearly and accurately describe your topic, which is what you must provide in order to rank on organic. Never copy content from another source, and always ensure that it is written by someone with a background in content or roofing.

Keyword research is another critical part of the process since it reveals what your potential customers are searching for. You can use tools like MOZ Keyword Explorer, SEMRush, and UberSuggest to find the search volume for specific phrases. Keep in mind that some keywords are more competitive than others, and will require more work to rank for.

Roofer in NY Organic Results

4) Optimize for Mobile

If you didn’t get the importance of mobile when discussing voice optimization, we will drive home the impact that it has on SEO for roofers in New York and elsewhere. Since 2017, mobile versus desktop trends have shifted starkly to the point where mobile is the favored origination point for searches.

As a result, this means that having a faster mobile site is more important than ever. With mobile searches continuing to grow at an exponential rate, more importance than ever is being placed on having a website optimized for mobile.

There are a few common tips for making certain that your website is optimized for mobile. Things like using bigger fonts to make it easier to read on smaller screens. Using images and copy sparingly since there is less room to work with on those mobile screens.

Perhaps most important is ensuring that your website loads quickly. If it takes longer than 3 seconds to load, the user will likely move on from your website. It might seem unreasonable, but that’s how mobile searching works these days.

Optimize your website for mobile and your position in SEO for roofers in New York should grow exponentially.

Mobile-Friendly New York Roofing Company Site

5) Use Location Pages

If your business has more than one location in a given geographical area, it is essential to have location pages. Not only that, those location pages need to be able to provide a number of informative bits:; store hours, name/address/phone number (NAP), individualized descriptions, promotions, testimonials, parking availability, and Google Maps attached to each location page.

And that’s just the start of it. If you have multiple location pages, you need to create individualized content for each of those unique pages. Repeating content will only serve to harm your overall SERP ranking, so don’t just copy and paste content from page to page.

If you have just one location, as many companies targeting SEO for roofers in New York have, then you definitely need an “About Us” page that focuses on local, relevant information about your business. That about us page can mention projects that you have undertaken in your town or city, information that is relevant to your business and location.

NY Roofer Location Page

6) Designate Pages for Specific Roofing Services

The process of creating a website can be a large and taxing endeavor to undertake. For that reason, it can be completely understandable to want to lump all of your products or services together into one big page. Do. Not. Do this.

It is important to have one page that is dedicated to each of the products or services that you offer. This is because search engines will not see your authority in that area if you lump all of your services together. It lowers your ranking possibilities and hurts your overall SERP.

If you don’t have many individualized products or services but have multiple locations, this is where those location-based pages come in handy. You can provide unique content on each of those pages, improving your overall Google SERP.

New York Roofing Service Page

7) Build Quality Backlinks

Backlinks are essential for SEO for roofers in New York and a litany of other searches for a reason: they help establish your authority within your industry and in the eyes of Google’s SERPs. When your website is authoritative, it checks off one of the major categories that Google uses to determine the most relevant search results.

Being able to establish that authority within your industry is essential because it means that others within the industry will refer back to your website. This can mean generating organic traffic to your website from people who may have been on the fence about your services but still trust your word on relevant topics.

Creating consistent, engaging content is one of the best ways to establish that authority. Talk about questions that your target audience asks on a regular basis and answer them in a comprehensive manner on your website.

Doing this creates a level of authority for your business within the industry and can even garner links from other authorities within the industry. This is beneficial not only in the eyes of the customer but in the eyes of Google’s SERPs as well, resulting in better opportunities to rank on page 1 of their relevant results.

New York Roofing SEO Backlink Profile

Posted: | Updated: May 28, 2021 | Categories: SEO

Do Contractors Get a Discount at Home Depot?

Do Contractors Get a Discount at Home Depot

There is one thing that you have probably wondered before: do contractors get a discount when they shop at Home Depot? After all, it seems reasonable to believe that contractors likely spend a serious amount of cash at stores such as the mega-chain, so certainly, they get a discount, right?

Well, yes and no. Technically speaking, they don’t get a discount just for being contractors. This might sound unfortunate or unfair, but Home Depot is a business, remember. It is their sole purpose to make money and as much of it as possible to ensure that their bottom line is as healthy as it can be.

That being said, contractors aren’t exactly lumped in with the rest of the customer base when using Home Depot. So, how do contractors actually save money when they use the giant chain? Here’s how: the Volume Pricing Program.

Home Depot’s Volume Pricing Program

The Volume Pricing Program (VPP) is a way for contractors or individuals to save money when making large volume orders. The way it works is actually pretty simple, too. Make up your shopping list and present it at the Pro Desk at the nearest Home Depot. The Pro associates will then get you the lowest possible price on orders of at least $1,500.

When you consider just how much money a contractor spends on supplies in a given year that is a lot of savings that can really add up over time. When your contractor business saves money on supplies, that means there is that much more money available to win more contractor leads.

Perhaps the best thing about this for contractors is that, in addition to these savings, they have access to the massive amount of supplies that are available through the Home Depot. This can be essential when trying to fill a big order or working on a bigger job.

Contractors have likely all been there before: a huge job comes in, and you find yourself scrambling to not only assemble the team but to get all the necessary supplies in hand so that you can begin the job in a timely manner. This can be a stressful period for any contractor, especially when you have difficulty in gathering those supplies.

Thanks to the Home Depot VPP, the entire process is easy, and you can even assemble your shopping list online to save additional time. Planning ahead has never been easier than it is when using the VPP because it means savings for your business as well as instant availability for the supplies that are essential to getting the job done in a quick and timely manner.

Additional ways to save money

Another great thing about the Volume Pricing Program is that there are bulk pricing-eligible products where you can save even more money when getting the essential supplies that your business needs. There are few feelings quite as good as being able to save a substantial amount of money when purchasing the materials that you needed for the job anyway. It quite literally is a “two birds with one stone” scenario.

Of course, contractors can only see these savings when they consistently use the VPP. Using it once or twice might save a little of money on projects that your company undertakes, but it is with extended use that the savings can really add up. And as is the case with any small business, there is never enough money, and being able to reallocate funds to job bids or other essentials can go a long way towards the overall health of your business.

There are also a few things to know. When you speak to the contractor’s desk, you submit your order to them. From there, the Pro will submit the order to the corporate office to get a price quote and, within a few hours, you will be offered a price that is somewhere in the neighborhood of 8-12% below what the retail cost of that order would normally be.

What they don’t tell you is that there is room for negotiation. You can always negotiate for a steeper discount and the general rule of thumb is to never take less than the 12% mentioned previously. You can actually get it down a little further – in the 17-20% neighborhood if you are lucky – depending on what is in your order. Keep in mind that the higher-margin items that you order will generally get a better overall discount than lower-margin items. If you are buying something that retails at $100 but earns the company very high margins, you might be able to get a larger discount on the order.

On the whole, the Volume Purchase Program is potentially a very helpful one for contractor businesses of all sizes. If you are a smaller contractor, being able to consistently have access to essential supplies and get them at a discount price can mean the difference between an additional bid or two. Those can add up before you know it, making a significant difference on your bottom line.

For those contractors that run with a bit larger of a budget, those savings can also make a substantial impact if you are purchasing materials on a regular basis. For a business of any size, savings on materials needed are massive. Just as big as being able to reallocate funds into other areas of the business. This gives your business greater versatility and the ability to strengthen areas that may have been weaker.

Signing up for the Volume Pricing Program can be a game-changer for contractors everywhere. With a relatively short turnaround time and the potential for serious savings, it makes for a very smart idea for any contractor out there. Make the best use of every dollar by saving on bulk orders and being as prepared as you possibly can be when lining up a new or big job.

The Volume Pricing Program has changed the way that smaller contractors do business and made the entire process far easier and more cost-effective.

Posted: | Updated: May 28, 2021 | Categories: General

Roofing SEO | How Roofers Can Dominate Online in 2022

Roofing SEO is the best way to spark your marketing campaign in 2022. In today’s digital landscape, service promotion looks far different from it did back 20 years ago. Tech-savvy companies like Amazon, Apple, and others have taken full advantage of everything the internet has to offer to businesses and brands in 2022. Roofers have been less aggressive in pursuing modern tactics that help grow businesses both locally and nationally.  Many contractors don’t like to compare themselves to national conglomerates, and for a good reason. Attempting to become Amazon.com is not realistic emulation for a local roofer. However, roofing companies can still utilize many of the same concepts and apply them to their marketing strategy. You might be surprised by how impactful the results can be. The number one digital opportunity for local roofing contractors is Search Engine Optimization (SEO). It can help generate leads efficiently, quickly, and sustainably.

Roofing SEO Cover

What is Roofing SEO?

Roofing SEO is the process of making your website (and other web properties) rank on search engines. Top rankings directly influence lead generation, sales, and revenue for roofing companies.

How Roofing Companies Benefit from SEO

If you run a roofing business in Denver, CO, your number one opportunity for lead generation is Google search. When residents search terms like “roofer in denver” on Google, they overwhelmingly choose one of the top-ranking results. On a Google search engine results page (SERP) there are multiple variations of results. There are Google Maps listings (The Local 3 Pack) and traditional organic results. Don’t forget about featured snippets and knowledge graphs. The more represented your company is on each of these variations, the better chance it has to receive clicks to its website or profile and to receive phone calls inquiring about your roofing services subsequently. 

A click on your website, or in some cases, your Google My Business listing, does not automatically equate to a sales conversion. For this reason, SEO is a process enhanced by conversion rate optimization (CRO). Optimizing your web entities for conversion is an extension of SEO as a general principle. Examples of conversion rate optimization (CRO) include displaying an urgent call to action (CTA) and facilitating a convenient user experience. For roofers who frequently use PPC, they understand the importance of landing pages. Someone who clicks an ad won’t necessarily choose the service without a strong landing page. This same idea is accurate when drawing in traffic organically. 

Before the internet’s emergence, most roofers got their leads through the Yellow Pages, word of mouth, and occasionally some door-to-door flyers. Fast forward to 2022, and the vast majority of leads come online. When would-be consumers come home to fliers, a typical reaction is shredding them into pieces and dumping them in the trash. The Yellow Pages? Those are burning up in a household fire pit. Word of mouth? Well, that has expanded online as well. 

People still care about reputation, but their neighbor is no longer the go-to source. That’s because platforms like GoogleFacebook, and Yelp provide verified reviews of businesses within a local community. If 20 verified Google users endorse your roofing services, you better believe it will have a direct influence over the amount of interest your company generates online. Word of mouth now travels at the speed of the nearest internet connection. And don’t think Google doesn’t notice. The overall reputation of a business heavily influences rankings. In short, reputation management is a factor in SEO.

Phase I: SEO Strategy

Every great SEO campaign starts with a well-researched and well-developed plan. Conversely, as-you-go optimization campaigns fail consistently. Before a roofing company website can rank, it must have a target keyword (or several of them). These keywords are targeted based on their relative search volume and opportunity. But keywords are not the only aspect of SEO preparation. As a roofing company, you must clearly define your services to research keywords appropriately. Service types and keywords will also instruct the basis of your site’s URL structure and hierarchy, both of which are incredibly influential in search ranking, primarily because of how Google bots crawl a webpage. 

Several tools are available to assist in keyword research. Some of the most notable ones are MOZSEMRush, and UberSuggest. MOZ and SEMRush are highly intuitive tools that expand beyond simple keyword research UberSuggest is strictly a keyword tool but is also free of charge to use, which is not the case with the others. 

If you run a roofing company in Baton Rouge, LA, the types of keywords you’ll want to target are “roofer baton rouge” “baton rouge roofer” and variations of that nature. The good news is that these keyword tools often suggest similar keywords and rank them based on volume and opportunity. Identifying the correct terms is not especially difficult if you understand what makes a keyword valuable in your industry.

Industry Keywords

Keyword research on a term like “roof repair” will yield national search volume, competition, etc. The difficulty many roofing contractors face is that their services are not on a national scale. Therefore, they service a defined local area, and the national competition is not indicative of what we’ll call “real competition.” So when studying general industry keywords, understand that competition level on a national scale will not mirror your service area.  The main thing to analyze for national keywords is search volume. One can assume that if a service is in high demand across the nation, it will be similarly popular in your area. That is not 100% certain because of seasonal and climate disparities, which we’ll touch on later. 

Roof Repair Keyword Research

Local Keywords

The actual value of keyword research is identifying local keywords with high opportunity. For local roofers, the opportunity has several prerequisites. For starters, profitable roofing keywords are transactional, meaning the intent of the keyword is for the searcher to find a paid service. In contrast, informational keywords are far less valuable to a roofing company. For example, a query for “how to fix a roof” will yield high volume. But it is not going to be searched by people ready to pay for your services. They want information about how to perform their services on their own. With this knowledge, you can eliminate traffic from users who will not lead to sales conversions and focus on those who might.

UberSuggest Local Roofing Company ResearchUberSuggest Local Roofing Company Research

Long-Tail Keywords

Many times keywords that rank fastest are those that are long tail. A long-tail keyword is typically either a combination of two or more keywords or an extended version of a single keyword with qualifiers added. Take, for example, the keyword “roof replacement.” If a qualifier is added, like in dallas, the long tail keyword would be “roof replacement in Dallas”.  Sometimes keywords like these are popular enough to register a search volume. If so, you know immediately that your local service area is typing that keyword in regularly. But if no volume registers, it doesn’t necessarily mean no volume exists. The goal for long-tail keyword research is to narrow a focus while maintaining a distinct relevance.

Roof Replacement Dallas MOZ Screenshot

URL Hierarchy and Structure

Part of an SEO strategy involves URL structuring. Google and its users prefer a logical and hierarchical URL structure that drills down from top-level categories to lower-level services. For example, a roofer who does residential and commercial jobs might have a top-level section for each type. Both would then drill down to their service pages. You might have a residential roof repair page and a commercial roof repair page. Google crawlers will never mistake the roof repair pages for one another since they are solid underneath parent categories. The same goes for users browsing the site. They will be well aware they are in either the residential or commercial section of the website, which manifests through search.

URL Hierarchy Example

Videos & Images

Google’s most recent algorithm update prefers websites that are unique and original. Part of uniqueness and originality is visual content. In 2022, visual content most commonly exists in the form of images and videos. Photos have been part of SEO for a long time, but it is relatively recently that videos became an essential factor. Keep in mind, Google owns YouTube, as you’ll notice when performing a video search on Google. As you can see, there are multiple YouTube results. Producing videos of your roofing contractors on the job can be valuable from an internet marketing standpoint. These videos can be uploaded to YouTube and then embedded directly onto your website. YouTube videos embedded on your website create a 3-pronged effect where you get credit on Google, YouTube, and your website. Both images and videos should be unique to your company for optimal SEO.

Video Results for Roof Repair

Phase II: SEO Application

Planning SEO sets the foundation, but real progress comes in its application. Because SEO is such a wide-ranging methodology, roofers should break SEO into several categories and even subcategories to organize tasks. You can’t possibly perform all functions at once, so it makes more sense to set a schedule. Compartmentalizing certain facets of SEO is as important as research and development. You cannot, as a roofing company, expect to become an expert in search optimization overnight. But you can intelligently implement a process. By taking it gradually, the result will be much cleaner than a rushed job.

Applying SEO with a pre-developed strategy is far easier than it otherwise would be. Because of the complications that can arise when executing such a vast range of methods, tasks, and principles, a guideline of sorts can be like a road map that keeps the optimizer on task and schedule. In this roofing SEO guide for contractors, our goal is to create that roadmap and empower you to follow it to a year’s worth of roofing success online.

There are no shortcuts when it comes to SEO. Every detail is essential, but it impacts the other factors that are reliant upon it. The whole is greater than the sum of its parts regarding SEO marketing for roofing contractors. When done right, it can pay significant dividends for years to come.

Accolades & Badges

Did you once win local roofer of the year in a nearby news publication? If so, you should showcase the badge somewhere on your homepage. Accolades build trust in the consumer and therefore increase the conversion rate. We know that prospective customers compare roofers based on reviews and that same confidence they get from reviews they can get from verified badges of honor. Roofers can get awards and certifications from all different kinds of sources. Some can even display their features from newspaper publications, magazines, etc. The more you can establish credibility based on external sources, the better you’ll be.

Badges on Roofing Website

Analytics & Tracking

To measure website performance, you must track activity via Google Analytics. With Analytics tracking, roofers can estimate the traffic coming to their website and the various sources and channels through which that traffic originates. Installing Google Analytics is not difficult and is free to use. The data produced from it is precious because it comes from the most authoritative source; Google itself. Think about the goal of your website, which is to generate leads through Google. There is no better way to understand how to improve rankings on Google than by analyzing the data produced by Google’s very own tracking device.

Google Analytics

Design

A website is the foundation of every roofer’s internet presence. Back in SEO’s infancy in the mid-2000s, a website was the only way of finding a roofing company online. Today in 2022, that is no longer the case. Now there’s Google My Business, Facebook, and many other business directories and social media networks, along with other web properties throughout the net. Despite these collective emergences, websites are still the central hub that cohesively connects all of them. Robust websites use a custom codebase and aesthetically pleasing visual display. They are also highly mobile-friendly and display correctly on every type of device. Template websites won’t be good enough in SEO.

Website Design for Roofing Company

Call To Action

What makes a website visitor call your office? A call to action. Once they like what they see on your website, the next step is to call your office. Roofing customers don’t want to read a novel about what your roofing company can do for them. What they want is an apparent and urgent reason to contact you. The best calls to action appear on a website’s homepage along with any other page that is frequently visited. Clickable phone numbers are a particularly compelling CTA because of the percentage of visitors that access websites via a mobile device. By simply clicking on the phone number, their smartphone will connect directly to your office line. The only thing left to do as a roofing contractor is to close the deal.

Calls To Action on Roofing Website

Company Information

Because a roofing website is a central hub, contact information must be listed on the website’s footer, if not in other areas. The info must be accurate, consistent, and visible. Matching this contact information with other business directories like Google My Business is one of the most critical considerations in SEO. Since all other web properties link back to your website, the information regarding your contact must be uniform. You’ll learn more about the importance of listing uniformity when discussing NAP citations later in this guide. Suffice to say that during the design process, you must account for the contact information space.

Company Information Roofing Website

Customer Feedback & Testimonials

Badges build trust, but nothing builds more trust than customer feedback and reviews. Consumers can find your reviews on 3rd party platforms like Google, Facebook, and Yelp, but a robust website will showcase these testimonials directly on the homepage. You can even invest in a tool from Contractor Webmasters called BrandREVU. This widget populates reviews from around the web (Google, Facebook, etc.) and publishes them directly on your website. It also has built-in technology that sends a text reminder to serviced clients along with direct links to your reviews page. The convenience this plugin presents can increase the frequency of feedback which, as you may know, helps establish authority in your local market.

Reviews Widget on Roofing Website

Multimedia

We cannot overstress the importance of videos on websites, but multimedia extends even beyond videos. Other forms of multimedia include audio podcasts and interviews as well as interactive web elements. If you’ve never thought about starting a podcast, you should do so now. With so many distributors available online, a weekly or monthly podcast can spread your roofing company’s brand around the web. There’s AppleBluBrrySpotify, and Stitcher, to name a few. What will you talk about on a podcast? Your work. Talk about the last job you did. Talk about the different types of roofing materials, the pros and cons of each. You could easily do a monthly episode on roofing. Make sure you specify a topic for each month and name the episode.

Metal Roofing Podcast

Mobile Design

Most users who access your roofing company website will do so on mobile devices. The number could be up over 50%, depending on which statistic you observe. When you think about the access consumers have to their smartphones and the WiFi internet connections, it’s no surprise that that number continues to increase. With that in mind, roofers must ensure their mobile website is fully optimized. It must appeal directly to the mobile user (most users) and be easy to navigate on a smartphone. Speed is also a significant factor for mobile websites. If a site takes more than 3 seconds to load, you can expect the mobile user to exit immediately, contributing to an increased bounce rate and decreased ranking.

Mobile Friendly Roofing Website

Website Customization

Custom design is essential, but so is the customization of website elements. True customization goes beyond the design itself and extends to images, videos, badges of honor, etc. We spoke briefly about why unique photos are good for SEO. Let us make it even more evident. Have you ever seen roofing websites that use stock photos? If so, you’ve likely seen the worst of roofing websites. These stock photos are mass-produced and published on an excessive number of websites throughout the net. They evoke a sense of cheapness and, in some cases, downright comedy. Google can tell how users perceive these subpar images by their collective reactions to them in user behavior. Custom images, videos, and badges engage users longer for SEO.

Unique Photos on Roofing Website

SSL Security

Google Chrome warns any website visitor if the site they are currently browsing is not secure. These warnings strongly discourage the user from staying on the site and generally create a negative perception of your site and your company and brand. How do you prevent such an occurrence? With SSL security. SSL is a protocol that ensures your site is secure and gives visitors the comfort they covet when browsing. Sites with an address starting with https:// have this protocol installed while addresses starting with only https:// do not. Although it is not confirmed to be a direct SEO factor, users leaving your site can only hurt search ranking.

HTTPS Protocol Example

Local SEO

Because the roofing industry is so location-specific, you must tailor SEO to a defined service area, i.e., geographic location. As a company in business, you understand which zip codes you can reasonably service. These are the ones you should target online. Keep in mind that Google observes whichever city that houses your address. It is this city that Google will give you the most credit, particularly on Google Maps results like The Local 3 Pack. There are ways to also rank for other nearby cities, which we will discuss as this guide progresses. Focus first and foremost on dominating the general area where you serve as a roofing company in 2022. You can expand after that.

What about roofers who have offices in multiple cities? Ah yes, the multi-location roofing company. There are certainly contractors successful enough to own and operate a 2nd and possibly even a 3rd location. In cases like this, local SEO becomes a little more extensive, but the general concept remains the same. The difference is that each location will have its own Google My Business account and Maps listing. These individual properties can link to an internal page on your website. For example, roofingwebsite.com/locations/houston would be the URL for your Houston location, while roofingwebsite.com/locations/galveston would be the URL for your Galveston address. They each have their own set of NAP citations and so forth.

NAP Citations

Although the Yellow Pages are dead in practice, their concept still exists, albeit in digital format. There is an online directly called the Yellow Pages. But there are so many more of them as well. The most well-known ones go far beyond the label of a citation. Google My Business, Facebook, and Yelp, for example, are all platforms to cite your company’s name, address, and phone number. But there are also smaller niche directories throughout the web like HomeAdvisor and Angie’s List. You might see cases where a directory publishes your information without your input. In these cases, the platforms pulled your information from data mining resources like Acxiom, which compiled your business info from public records. If you notice a widespread inaccuracy, you can correct your information directly with the data miners, distributing the correct NAP to the various directories.

HomeAdvisor Roofer Listing

NAP Consistency

The presence of citations is significant in itself, but the cohesiveness of all combined influences local SEO. Claiming sources across the web can be a massive project. That’s why tools like WhitesparkMOZ Local, and Yext exist. Any inaccuracy can be a hindrance to your roofing company’s local SEO. Not only does it confuse Google about your contact information, but in worst-case scenarios, it can create an opportunity cost through lost leads. A phone number off by one digit, for instance, can lead to would-be phone calls not getting through to your office line. To think about it from a logical standpoint, what is more trustworthy? A roofer who has consistent NAP information or one that has multiple variations that confuse consumers?

Yext Screenshot

Google My Business Optimization

Google My Business is the most important local business directory on the internet. Because it is a Google property, the information submitted on My Business is of the utmost importance. When users perform a branded search of your roofing company, part of the SERP will likely feature a preview of your Google My Business listing. If properly optimized, this will help build trust and authority in your web presence.  You can optimize a GMB listing beyond accurate and consistent NAP information. Roofers can add original company photos, answer frequently asked questions, and even create and publish Google posts. My business is also connected with Google Maps, making it a critical aspect of your local SEO campaign as you pursue clicks.

Google My Business Screenshot for Roofer

Location Pages

Roofing companies often have a single business address within a city but still wish to serve surrounding areas within reasonable driving distance. Since Google attempts to match local users with local roofers, consumers closest to your address will be the ones most likely to find you on search, particularly in the Local 3 Pack. There are ways to expand your reach on search engines. One of those ways is location page optimization. You can create city pages that are unique and well-written and appeal to users in that specific area. One way to specialize a location page is by displaying reviews from customers of yours in the corresponding area.

Roofing Location Page Example

On-Page SEO

Roofers with a general understanding of SEO most commonly associate it with on-page optimization tasks. From the editing of title tags, header tags, and meta descriptions to the production of SEO-friendly content, on-page tasks are widely recognized, even by novice SEOs. On-page optimization is also closely associated with keyword research. 

The keywords identified during the process are then inserted within the tags and content on a given page. As SEO has progressed in terms of Google’s algorithm, the necessity for diverse (semantic) keywords has become more prevalent. Still, on-page factors remain vital to search ranking. For roofing companies without many connections, on-page SEO becomes the easiest way to increase search traffic.

If there’s a criticism of on-page SEO, it is that it takes time to implement. Changing a title or meta tag won’t pay immediate dividends for roofers. Depending on domain age, SEO can take from a few days to 6 months. For this reason, many roofing contractors pursue a short-term solution in the form of PPC advertising. PPC ads yield immediate clicks. The problem is that each click drains your budget, and traffic ends up costing a considerable amount of money to sustain. Once established, SEO can begin to provide more traffic for no cost per click. The ROI resulting from this achievement is disproportionately more significant than any other form of online marketing as of 2022. SEO works well.

Alt Text

On-page SEO often delves into detailed minutiae, and one prime example of this is image alt text. Most people think that something so small cannot possibly make a difference, but it does. Google scans images, and since they cannot read the context of the image from a visual standpoint, they rely on its alt text to define it. Optimizing images for web use involves:

  • Renaming the file to lower case letters.
  • Uploading the file onto your web server.
  • Tagging it with appropriate alt text.

Let’s say your roofing company logo is the file. It should be called company-name-logo.jpg and then tagged with the alt text “Company Logo.” The same process would be used for all of your images, whether they are equipment, jobs, or anything related.

Example of Alt Text

Header Tags

There are multiple kinds of headers in HTML. H1s are the essential heading from an SEO standpoint. Google pays close attention to H1s when defining a page’s relevance. H2s can also have some impact on how Google conceptualizes a topic. H3s and higher are more for formatting purposes. Still, because they help the user read your material in a more organized fashion, they can keep readers engaged longer and improve behavioral metrics that Google evaluates when ranking a page. Therefore, headers of any kind can have SEO influence, even if it is indirect in some cases. Make sure plenty of content exists beneath each header. Google does not want to see many headers stacked on top of each other, and neither do readers.

H1, H2 Examples

Keyword Placement

Keywords are a significant part of SEO, and placing them in the correct areas can determine where you rank on Google SERPs. The left-hand side of every on-page element (title, header, meta, image alt, etc.) should all have one instance of your primary keyword. Google crawlers read details from left to the right, making the first part the most important. Body content should also have at least one instance of a primary keyword. Google’s algorithm has evolved to weed out keyword stuffing, so don’t use the keyword more than 25 times. Instead, sprinkle in a collection of LSI keywords to add semantic relevance to the on-page content. Remember to place keywords naturally within page elements, so it does not compromise readability.

Roofing Keyword Placement

Meta Descriptions

Aside from the title tag, SERP results also display what is known as a meta description. The text appears beneath the title tag or, as you know it; the blue link on the SERP. Descriptions should also contain one primary keyword while explaining the page. For roofing companies, the meta description can also include a call to action, such as a phone number. What you’ll learn is that consumers with roofing issues are generally looking for a way to contact your service company so that they can explain their problem and find out whether or not you can fix it. With this in mind, don’t mislead the user through an inaccurate description. If they end up clicking through to an irrelevant page, they will quickly exit and increase your site’s bounce rate.

Meta Description for Roofing Company

Permalinks

If you’ve ever visited a webpage that is not a homepage, you’ve likely noticed an extension at the end of the web address. Take, for example, roofingcompany.com/roofing-services. The portion of the URL that says roofing-services is known as a permalink or URL slug. These permalinks are very important to SEO. The slug should contain your primary keyword and nothing else. That means no stop words like in, and, or anything similar. The shorter the permalink, the easier it is for Google to crawl the URL, and the more likely they are to categorize it appropriately. Make sure the permalink is highly relevant to the on-page content as well.

Residential Roofing Permalink Screenshot

Semantic Keywords (LSI)

We told you that Google’s algorithm has evolved to discredit pages that stuff keywords within the content. In 2022, Google prefers to see a few primary keywords supplemented by semantically related terms known in the SEO industry as LSI keywords. You can find which LSI keywords are associated with your primary word or topic by visiting LSIGraph.com and performing a basic search. The related keywords are sometimes synonyms and other times terms closely associated from a topical relevance standpoint. Either way, Google and its users enjoy more robust content and provide a superior user experience. A page about roofing repairs, for example, should also mention leak detection, mold removal, etc., since they are relevant to one another.

LSI Graph Roofing Repairs Screenshot

Title Tags

A title tag or SEO title is the blue link you find on a Google search result. It is also the text that appears in the tab on your internet browser. Titles are tagged within the HTML to help Google define the page. Using the Yoast plugin on WordPress, roofers can add title tags without knowing HTML. A title should have a keyword within it but also have a sales pitch of sorts. The goal is to help Google define the page and give users a reason to click on it when they see it. An example of a roofing company SEO title would be Roofing in Detroit, MI | Request a Free Estimate Today!. You can use MOZ’s title tag preview tool to ensure your title will appear correctly once indexed by Google. You should keep titles under 60 characters.

Title Tag Example Roofing Company

Link Building

Link building holds influence no matter what type of site you are building. Links establish your company as an authority on roofing and related topics. It is also one of the most important factors that Google uses to rank your website for local searches. But acquiring links can be difficult. It takes time, careful strategizing, and effort. But the good news is that there are many ways to build a quality link base that will help get more eyes on your website.

What is Link Building for Roofers?

Link building refers to the links you have on your website that lead to other websites or other areas of your website, and it also refers to links on other people’s websites that lead to your site. That second part is the tricky one. Putting links on your site as you see fit is simple enough, but getting other people to reference your site is a different story altogether.

Internal Linking

Internal linking is a relatively simple concept and process. But for as simple as it is, some people still aren’t doing it correctly. So let’s get this out of the way first before we get into the more complex stuff. 

You want to have a good amount of internal links (ones that lead to other pages of your website) because internal links also play a role in signaling Google to rank your site. But the links have to be relevant and enhance user experience and flow.

One of the most common mistakes that inexperienced web admins make is carelessly placing internal links. For example, one may establish a link to a contact page in some text that is not a call to action or has anything to do with getting in touch with the company.

Internal links should help guide your visitors to relevant pages that further drill down a concept or idea. If a searcher happens upon a blog on your site that deals with the different ways that gutters can become damaged, there should be an internal link somewhere in that blog that leads the reader to your gutter services page. You don’t want to send your visitors on a wild goose chase. Instead, you want to help them along the sales funnel with helpful and logical internal links.

Internal Link Example for Roofers

Link Acquisition

Finally, look to industry leaders to see what they are doing right. Try searching for one of your target keywords. Click on the top sites that come up, copy the URL, and then use a backlink profile service (Moz has a great article about finding backlink sources yourself and free services you can use) to see where their links originate. Once you know where your top competitors are getting their links, you can start your campaign to get linked to those sources too.

Link Acquisition for Roofers

Roofing SEO Services from Contractor Webmasters

Contractor Webmasters has a staff of 20 webmasters who are skilled in website design, SEO, and link building. We have hundreds of roofing clients throughout the nation and hope to add you to that group shortly. Whether you are a new roofer or possess decades of experience, we can help establish your web presence and create a sustainable lead generator that will serve your business well not only for years but for decades. The best part is that our services are highly affordable. No single person can perform all SEO tasks independently, which is why you need a team. 

Posted: | Updated: Jan 12, 2022 | Categories: SEO