RoofViews

Residential Roofing

6 Best Practices for Roofing SEO

By Wendy Helfenbaum

March 22, 2018

Person working at a laptop showing an SEO performance graphic.

When homeowners in your area need a roof repair or replacement, they usually start by using a search engine and phrases like "roof repair near me" or "best roofing company near me." If you want their search to lead them to your business, search engine optimization, also known as SEO, can help make that happen.

Roofing SEO terms can be a vital digital marketing tool, able to boost your website's ranking in online search results by targeting keywords and phrases related to your business. For example, if you incorporate specific keywords on your company website, such as in your page headings, title tags, and content around relevant topics, your roofing business will appear higher when potential customers search for information about those terms and topics. Pages in the top five spots receive the most clicks from users—and, in turn, the first few companies that show up in search results are often regarded as more reputable.

Here are some roofing SEO best practices you can implement to generate more business, retain customers, and position your business as a leader in your community.

1. Find the Right Keywords

For a successful roofing SEO campaign, you'll need to do some keyword research. SEO helps introduce your online presence to people who are already searching for the services you provide—and who are therefore more likely to become customers. A wide variety of online keyword tools based on search data are available to help you figure out which phrases and keywords potential customers might look for. For example, a homeowner whose roof is leaking might search "roof leak repair company" or "how to fix a leaky roof."

Once you have a list of targeted keywords, add them to your website pages, titles, and metadata descriptions so clients looking for roofing solutions can find you. To avoid overwhelming or confusing visitors to your site, only use keywords where it makes sense and looks natural.

2. Publish Useful Content

Start using your list of keywords and phrases in content online—this might look like tips, company news, articles, and photos and videos about roofs. This not only engages potential customers but also drives traffic to your site. Search engines help people find answers to their questions, so if a homeowner wants to know what a dormer roof is, their research can lead them to your roofing business website if you have information about that topic.

3. Leverage Social Media

People tend to look for companies, services, and products on social media, so consider beefing up your business profile on various networks to rank higher in search results and become more visible as a brand to potential customers.

SEO as a general practice can put your website in front of new people, resulting in more chances to convert prospects into clients. Being active on social media magnifies your efforts to drive web traffic to your business.

4. Create a Location-Based SEO Strategy

Businesses that serve a specific geographic region—like most roofing companies—should make sure they optimize their website for location-based keywords. "Local SEO" can lead to more relevant traffic on your website, more customer reviews, and more positive engagement overall.

Many searchers will find your business through Google. Be sure to set up your Google Business profile to drive searchers to your site.

5. Streamline Your Website's Navigation

When it's easy for potential customers to find the information they're looking for, they will have a better visitor experience and be more inclined to do business with you. Make sure your navigation and service offerings are clear and that key pages are linked from your homepage. Homeowners should be able to contact you with just one click. You can carry forward this same strategy with your site's content by using a tagging system or having sections of your blog deal with related topics rather than grouping them all together. Clear navigation on your website will also enable search engines to crawl your site more effectively and increase your ranking in search results.

An intuitive site is more likely to convert visitors into customers. Since most searches originate from mobile devices, it pays to optimize your website for mobile search—when your site works on smartphones and tablets as well as laptops, you don't risk missing out on valuable leads.

6. Make SEO Part of Your Marketing Strategy

If you want to attract more qualified visitors to your site, increase sales and earn more revenue, SEO can help. GAF offers roofing company owners tips and webinars to help you grow your business through our Marketing Solutions portal. Here, you can master the basics of digital marketing, manage your online reputation, and learn how to make your website stand out to build your brand. All of these tools will help you reach more qualified customers—no matter your needs or budget.

About the Author

Wendy Helfenbaum is a Montreal-based journalist, content marketing writer and TV producer who covers design, architecture, real estate, gardening and travel for many publications and brands, including Country Gardens, Metropolis Magazine, Realtor.com, Marriott Traveler, Costco Connection, Toll Brothers, PBS NextAvenue.org and many more. Wendy loves keeping up with current design trends and is addicted to home improvement DIY reality shows. Follow her @WendyHelfenbaum.

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By Authors Wendy Helfenbaum

May 05, 2020

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