Any roofing business that wants to increase leads needs to invest significant effort in building a strong local search presence. One key reason for this is the Google Local Pack, a listing of three services closest to the searcher displayed at the top of a search results page. That Map Pack, as it is often called, enables a viewer to learn about your company and take immediate action by clicking to call you.

When customers look for roofing services in their area, this three-pack of service providers is the easiest option. However, it’s not just about getting a call. That grouping includes other details critical to their buying decision, like customer reviews, services, and branding.

What Is Google Map Pack?

The Google Map Pack, also called the Local Pack or 3 Pack, is a feature in Google’s search engine rankings page that provides focused displays of three businesses that are local to the searcher. These listings appear above organic search results and are often right at eye level. This makes them some of the most visible components of a search results page.

You can check out how this is working for you right now. Google “roofing companies near me” in your search bar. That listing of 3 businesses should include your roofing company if you’re doing enough to rank within it.

Let’s break down a plan to help you get your roofing services in the Google Local Pack.

Establish Your Google Business Profile

If you have not done so yet, create a Google Business Profile. This free tool takes just a few minutes to establish and will consistently provide you with ongoing resources for marketing your roofing business. Complete the entire profile with the following in mind:

Provide accurate information about the name of your company, how customers can call you, your website, and your physical address. Ensure this information is the same across all mentions of your business online.
Incorporate a list of services you offer, including the names of products or services you specialize in. This is your chance to get those important keywords into your listing.
Add photos of your business. For most roofing services, this will include before and after photos of completed projects, the type of roofing materials you use, and photos of your team. Make sure your brand comes through.
Include the name of every city in the area that you provide roofing services to, including where you are physically located and communities in the area that you service.
Incorporate local references as they apply, such as the local term for a region of the city, such as “in this historic district.”

Establishing your business profile is the core of getting a Google Map Pack ranking. That is just the start. If there is a significant amount of competition around you, you’ll find that it’s harder to get into those three listings unless you put some effort into the process. Luckily, that doesn’t have to be challenging to do.

Build Your Reviews

One of the most important ranking factors for Google Map Pack is customer reviews. Consumers view customer reviews as, by far, the most valuable component of any ad. A solid listing with reviews is more attractive than a listing that says it offers “cheap” services.

Your reviews will be listed in your Google Business Profile, and you’ll want to encourage your customers to post them. Don’t wait for them to do so; here are some strategies for achieving that.

After leaving a job site, send a text message to your customers to follow up. Include a link in that text message requesting that they leave a review about your company.
Ask your customers for a review. Here’s the simple truth: people are more likely to leave you a review if you just ask for a review. Send them the link to do so.
If you’ve built an email marketing campaign for your business or have permission to email your customers, send off a review request to your customer base. Segment that list by just people you’ve worked with and ask them to leave you a review so you can continue to provide excellent service in the local area.

Reviews should be a consistent part of building your roofing business. Your objective should be to create a positive customer experience that will encourage them to leave you a glowing review.

Focus on Google Map Pack SEO

Many businesses recognize the importance of website SEO, but your Google Business Profile will contribute to your ability to rank in the Map Pack as well. Incorporate a few of the following Google Map Pack ranking factors specifically related to SEO for your roofing business:

Optimize your roofing services to include all of the specific services you offer, such as residential roofing, commercial roofing, metal roofs, tile roofs, and so on.
Include “near me” mentions such as “roofing companies near me” as that is one of the most common phrases searchers put into their search bar.
Ensure you’re incorporating primary locations in your services, such as “For roof repair in Phoenix” or “Detroit roof replacement services.”
Incorporate competitive edge elements in your description, such as a specialized service you offer or roofing packages that save customers money.
Write descriptions for the photos (and videos) you post, incorporating keyword phrases such as “Here’s a video of a recent roof replacement we did in New York.”

While you should include keywords in your description and throughout each area of your profile, always remember that you want the person reading it to understand what you’re saying. If it’s just a list of keywords, they are moving on to another person.

Publish Posts to Your Google Business Profile Consistently

Your Google Business Profile is an excellent place for you to interact and engage with your customers. The more consistently you update and maintain it, the more likely you are to draw customers into the conversation. You also make Google happy by creating new and valuable content. The posts you put into your profile will help you with ranking in the Map Pack. Here are some tips on what to discuss in these posts:

Seasonal roofing tips and repair needs, such as insight into how to check a roof after winter
Locally specific tasks – “We’re helping local hurricane victims in Florida repair roofs” and discuss how you can help others
Sales, special offers, promotional messages, and other types of reasons to get people to act can be included, but make them news-based rather than a static element (don’t say, “We always have the lowest price,” but instead, “We’re offering 15% off through June 2nd.”)

By keeping these posts fresh and with keywords within them, you’ll help Google continue to rank your profile and business across all areas.

Build Backlinks to Your Website

Show Google how valuable your website and roofing services are to the community by increasing the number of backlinks to locally specific organizations and services on your website.

For example, if your roofing business puts a spotlight on local news about roof maintenance tips, ensure your website is on that news organization’s website. Use local community pages on social media, Chamber of Commerce websites, local business directory listings, and review sites like Yelp. All of these create a valuable opportunity to build backlinks to your site, which boosts SEO performance.

You can also create local partnerships and sponsorships with other similar but not competitive businesses in the area to help build local citations. For example, if you do roofing, you may often work with another company or have a network of other companies in the community – window, siding, and landscaping businesses. Ensure your website link is on those sites as well.

Engage with Your Audience

To rank well in the Google Local Pack, you need to work on engagement with your audience. This can be done in different ways. Interact with reviews posted on your profile and social media pages. You can also get involved in social media groups. It’s also helpful to interact within your Google Business Profile when customers ask questions – that’s a great way to get some additional keywords into the content as well.

Use tools to help you automate this process. For example, use tools that automate the request for reviews, social media postings, and management of your Google Business Profile. These types of tools make it easier for a busy roofing business to stay up to date on changes. Analyze how well your changes and updates help your rankings.

For the easiest way to start building your rank on Google Map Pack, start working with Surefire Local. Learn more about our service by attending a Surefire Local demo now.