What does the average homeowner do when they know their roof is in need of a repair or replacement? Most people turn to Google, searching for nearby companies that look reputable and have a solid online presence. Sure, your company isn’t a digital-first business, but people tend to do a quick search before they request a consultation or quote.
A Trustpilot survey of more than 10,000 U.S. consumers found that most people use search engines (53%) and online reviews (34%) to research before making a purchase decision.
If you want locals to find your business when they are looking for a roofing company, you need to make sure you have a solid Google strategy in place.
How Do Search Engines Like Google Work?
When users search for a service, Google’s goal is to provide the most relevant, useful results for that query. Google uses an algorithm to provide a list of results, ranking content based on a variety of factors, including the quality and relevance of content, the user experience, and business information.
When someone searches for roofing services near them, Google looks for companies with the right combination of factors that signal trustworthiness, relevance, and expertise. It then ranks businesses based on page content, proximity, and authority. To get found on Google, your roofing business needs to land at the top of the right searches, and that requires understanding the factors that affect your ranking and business listing.
What is SEO?
SEO (Search Engine Optimization) is the practice of optimizing your website and online presence to increase visibility in search engine results. In simple terms, it means making sure your roofing business appears when potential customers search for roofing services in your area.
SEO involves a variety of strategies, such as optimizing your website content, setting up your business listings, and ensuring that your site is accessible and easy to navigate. For roofing companies, local SEO is especially important, as most customers will be searching for services within a specific geographic area. SEO takes time, but it’s one of the most effective ways to ensure your business shows up when it matters.
How Land in More Google Searches
To help your business get found on Google as a roofing company, you need to take a strategic, multifaceted approach. From setting up your Google Business Profile to optimizing your website for SEO, there are several steps you can take to improve your rankings.
Set Up Your Business Listing
One of the most effective ways to improve your online visibility is by setting up and optimizing your Google Business Profile. This free tool from Google allows you to list important information about your business, such as your location, contact details, and hours of operation, so customers can easily find you online.
Reviews: Positive reviews not only improve your credibility and authority but also influence potential customers when they search for roofing services. Make it a priority to ask satisfied clients to leave reviews on your Google Business Profile. Respond to all reviews (both positive and negative) to show you value customer feedback and are committed to providing excellent service.
Accurate Information: Make sure your contact details, business hours, and physical address are correct. If any of this information changes, update it promptly to avoid confusing potential customers and affecting your local SEO ranking.
Regular Updates: Regular updates on your Google Business Profile, such as posting about promotions, new services, or roofing tips, can improve your visibility. These updates signal to Google that your business is engaged with customers and staying relevant.
Photos: Including high-quality photos of your work, your team, and your business location helps customers get a sense of what to expect when they choose your roofing services. Google also takes these images into account when ranking businesses.
Optimize Your Site for SEO
While your Google Business Profile is essential for local visibility, your website also plays a critical role in your SEO success. To rank higher on Google, your website needs to be optimized for both users and search engines. Here are a few key factors to consider:
Keyword Optimization: Make sure your website includes relevant keywords for roofing services. Focus on long-tail keywords (e.g., “roofing company in [city]”) that are more likely to match user search queries. Use these keywords naturally in your content, including headers, meta descriptions, and alt text for images. Dedicate a page to each major search term you want to rank for, including location-specific pages or pages on key services you offer.
Mobile Optimization: More people are using their phones to search for the things they need—including roofing. So, it’s important that your website is mobile-friendly. A mobile-optimized website provides a better user experience, which Google rewards with higher rankings.
Page Speed: Google knows that the faster your website loads, the better the visitor experience—so you can get penalized if your site loads slowly. Use tools like Google PageSpeed Insights to test and improve your website’s performance.
Content Quality: The Google algorithm looks for high-quality, informative content that users value. Ensure your website provides accurate, relevant, and helpful information for your visitors. This could include service pages, customer testimonials, roofing tips, and FAQs.
Write Blogs to Rank for More Keywords
Blogging is a great way to expand how many pages Google indexes, increasing the potential number of keywords you can rank for. By publishing regular, helpful blog posts about roofing topics, you can target searches your potential customers are typing into Google. For example, your blog topics might cover things like “How to Choose the Right Roofing Material” or “Common Gutter Problems and How to Fix Them.” Cover topics for any service you provide, like windows, siding, gutters, and more.
Each blog post should be optimized for SEO by using relevant keywords, including high-quality images, and providing answers to questions your audience is likely to ask. When you consistently publish useful content, Google recognizes your site as a valuable resource and is more likely to rank your pages higher for relevant keywords.
Use Local Search Tactics
For roofing companies, local SEO is vital. After all, most of your customers will be in a specific geographic area, and you want to ensure that they find you when they search for roofing services nearby. Here are a few tactics for improving your local search rankings:
Location-Specific Keywords: Include your city or region in your keywords. For example, “roofing company in [city]” or “best roofers around [city].” This helps Google understand your business’s location and improves your chances of appearing in local searches. If you serve multiple areas (like surrounding cities), make sure you create a page for each location you want to target that has unique content targeting your services in that area.
Local Citations: Ensure that your business is listed in local online directories, such as Yelp, Angie’s, and the Yellow Pages. These citations help boost your local SEO by confirming your business’s legitimacy and relevance to a specific area.
Backlinks: When reputable websites link to your site, it signals to Google that you have a trustworthy or valuable site. You can build backlinks by contributing guest posts to local blogs or getting listed on industry-specific sites.
Don’t Forget to Target Your Audience
While SEO is crucial for getting your roofing company found on Google, you also need to ensure you’re targeting the right audience. At the end of the day, a high ranking doesn’t mean much if your content isn’t keeping your audience on the page or encouraging them to reach out for a quote.
To do this, create content that speaks directly to your ideal customers’ needs and concerns.
- Consider the specific problems and needs of your target customers. Are they homeowners looking for roof repairs? Commercial property managers in need of new roofing installations? Tailor your content to address these different buyer personas.
- Make sure your content is engaging and compelling. Provide answers to common questions, offer solutions to roofing problems, and make it easy for visitors to contact you.
Track Google Visibility with Surefire Local
Managing SEO and customer reviews can be time-consuming, especially when you’re juggling multiple tasks as a roofing business owner. Surefire Local offers a comprehensive platform that can help you track your SEO efforts, manage reviews, and optimize your online presence all in one place.
With Surefire Local, you can:
- Monitor SEO performance with analytics that show how you’re ranking for specific keywords and where you can improve.
- Manage reviews across various platforms, including Google, Yelp, and more. This tool helps you keep your reputation intact and stay responsive.
- Optimize your listings with accurate information, regular updates, and eye-catching photos.
- Leverage AI recommendations to improve your SEO performance, so you can adjust your strategy based on real-time data.
With Surefire Local, managing your online presence becomes a streamlined process that allows you to focus on growing your roofing business while ensuring you stay visible on Google. Want to learn more? Get a Surefire Local demo today!