The ULTIMATE Roofing SEO Plan | Increase Leads With Roofing SEO!

Jeffrey Lambert
Jul 5, 2022 2:41:52 PM

SEO for roofers is one of the most overlooked and misunderstood aspects of roofing marketing. Many roofers don't realize the importance of SEO, or they simply don't know where to start. 

That's why we put together this roofing SEO plan - to show you how to increase leads and grow your business with search engine optimization!


What is the Best Way to Advertise a Roofing Company?

Roofer Advertising Strategies

You'll hear a long list of "proven" tactics for growing your roofing business, such as door-knocking, cold calling, print ads, and more. And while these roofing marketing strategies may work to some degree, they are all extraordinarily time-consuming and expensive.

SEO is the best foundational way to advertise your roofing company. Without a strong foundation, the structure crumbles! Let's look at why roofing SEO is the logical place to start with your roofer marketing strategy.


What drives Traffic from Search Engines?

search engine results

The answer is simple: roofing SEO. Google has the majority of the traffic from search engines. Therefore, Google can be an essential player when potential customers begin searching for a roofing business or website.

Consider this:

- 97% of consumers go online to research local companies before making a purchase

- 75% of users never scroll past the first page of results

- 82% of users choose a top company that ranks "near me" in search results.

These stats should be enough to show you that roofing SEO is crucial for your business. You're missing out on valuable leads and customers if you're not on the first page!


What is Roofing SEO?

Roofing SEO

Roofing SEO is the process of optimizing your roofing website and its content to rank higher on search engine results pages (SERPs). Roofing SEO aims to increase organic traffic (traffic that comes from non-paid search results) to your site, ultimately leading to more leads and sales.

Let's look at an example. Juan lives in South Florida and is in dire need of a roof replacement before Hurricane Season begins.  He goes on Google and searches "roofing companies near me."

The first roofing company he sees is ABC Roofing, with the following result:

  • A well-optimized website that loads quickly
  • A phone number, address, and email are prominently displayed
  • Customer testimonials and reviews

Juan clicks on the website and is taken to a website that looks like the company made it in the 1990s. It's slow, there's no contact information, and he can't find any customer reviews. He immediately clicks the back button and goes to the next roofing company on the list.

This roofing company is XYZ Roofing, with the following result:

  • A website that looks modern and is easy to navigate
  • Contact information that is prominently displayed
  • Customer testimonials and reviews

Juan clicks on the website and is taken to a well-designed, modern website. He quickly finds the contact information and sees that XYZ Roofing has excellent reviews. He fills out the contact form and submits it.

Which roofing company do you think is going to get the lead?

Roofing SEO is essential for any roofing business that wants to be successful.


How does roofing SEO help my business?

There are many benefits of roofing SEO, including:


lead scoring system1) It Generates High-Quality Leads

Roofing SEO helps you attract high-quality leads that are already interested in your roofing services. With roofing SEO, you're not cold calling or interrupting potential customers - they're coming to you!



roofing business save money2) Roof SEO Investments Are Cost-Effective

Yes, the cost of the roof is money, but it is all factored into consideration. Nonetheless, this procedure is relatively cheap compared to the revenue you earn for a residential roofer.

Also, the number of leads you generate will continue to grow as your roofing SEO rankings improve.

PPC is an excellent way to supplement your roofing SEO efforts, but it should never replace them. PPC is a paid form of advertising, meaning you'll need to keep investing money to see results. Roofing SEO

As you can see, roofing SEO is a powerful marketing tool that can help your business in many ways. If you're not already doing roofing SEO, now is the time to start!


Why Should I Invest in Roofing SEO?

roofing company SEO

The best way to think of roofing SEO is as a long-term roofing marketing strategy. It's not a quick fix or "get rich quick" scheme - it takes time, effort, and consistency to see results.

But the good news is that once you start seeing results from your roofing SEO efforts, they tend to be very consistent and long-lasting. That's because roofing SEO is an inbound marketing strategy, which means it's focused on attracting customers to you rather than you going out and finding them.

And what's even better is that roofing SEO can be highly cost-effective. In fact, roofing SEO is one of the most ROI-positive roofing marketing strategies out there!


4 Steps for Getting Started With SEO for Roofing Companies

Roofing SEO Strategy

If you're ready to start roofing SEO for your business, here are four foundational steps you'll need to do to get started effectively:


keyword research1) Conduct Keyword Research

Keyword research plays an essential role in SEO. This step helps you identify keywords with high potential to generate leads. In the roof construction business, there is a considerable amount of specific phrases, both long and short, that need targeting.

Using tools like SEM Rush, UberSuggest, or Ahrefs, start any SEO efforts by generating an extensive analysis of the roofing industry and coming up with a list of keywords that are most relevant to your business.

Your company will use these keywords throughout your roofing SEO campaign to help you rank higher in search engine results pages (SERPs), drive traffic to your website, and generate leads


Blog Illustration2) Create Quality Content

One of the most important aspects of roofing SEO is content. To rank higher in SERPs, you need high-quality, relevant, and keyword-optimized content on your website.

Your roofing company's blog is a great place to start creating this kind of content. Write blog posts that answer common questions your roofing customers have, such as "What to do if your roof leaks" or "How to choose the right roofing contractor."

Not only will this help you rank higher in SERPs, but it will also position you as an expert in your industry, which will help generate leads.

Another great way to create quality content is to generate roofing resources, such as eBooks, guides, and checklists. These can be gated (meaning people have to fill out a form to access them) or ungated (free for anyone to download).

Either way, they should be packed with valuable information that will help roofing customers solve their problems. Again, this will help you generate leads while establishing your roofing company as an expert in the industry.


link building3) Get Started With Link Building

Link building is another essential roofing SEO strategy. Links are basically like votes - the more links you have pointing to your website, the higher you'll rank in SERPs.

There are a few ways to build links. One is to create quality content (as discussed in Step #2) and then reach out to other websites in your industry and ask them to link to them.

Another way is to do guest blogging. This process involves writing blog posts for other roofing websites in exchange for a link back to your website.

A third way is to create roofing resources (like eBooks and guides) and then reach out to roofing blogs and ask them to promote them.

Doing any or all of these things will help you build links, which will, in turn, help you rank higher in SERPs.

Link building can be a time-consuming roofing SEO strategy, but it's worth it if you want to see results.


The Importance of On-Page Optimization

on page seo

In addition to generating new content, you must ensure your existing (and future) website pages are keyword-dense, too.  This process is called on-page optimization.

Your team should optimize your roofing company's website for both roofing SEO and roofing lead generation. Ensure your website pages (like your Home page, About page, Services page, etc.) are filled with relevant keywords and are designed to convert visitors into leads.

The ideal website should have multiple components that are SEO-optimized. Check out our full blog post on getting your service's website to #1 here.

While keyword placement is essential, effective on-page optimization efforts include much, much more effort, including:


1) URL Structure

The first thing to consider regarding on-page roofing SEO is your website's URL structure.

Your URLs should be short, keyword-rich, and easy to read. They should also include the city or region you serve when the content calls for it.

For example:

This step helps homeowners in Chicago find your roofing company more quickly when searching for roofing SEO services in their city.

If you're unsure how to change your website's URL structure, we recommend contacting a roofing SEO agency or developer for help.

Ensure the URLs on your roofing company's website are short, keyword-rich, and easy to read.


2) Title Tags

Title tags are the headlines that appear on your roofing company's website pages. They help roofers know what your page is about, and they help you rank higher in SERPs.

When writing title tags, be sure to:

  • Include keywords- But keep them under 60 characters
  • Write them in a way that's both informative and keyword-rich
  • Make them unique to each page

A reasonable title tag might look something like this: "Roofing Services in Chicago | We're the Best Roofers in the City!" As you can see, this title tag includes the keyword "roofing services in Chicago," which is under 60 characters and is unique to the page.

To edit your roofing company's title tags, simply go to your website's back end and find the page you want to edit. Then, add your keyword-rich title tag.


3) Meta Descriptions

Meta descriptions are the brief descriptions that appear under your roofing company's listing in SERPs. They're essential because they give roofers a snapshot of what your roofing company offers and help you rank higher in SERPs. When writing meta descriptions, be sure to:

  • Include keywords- Keep them under 155 characters
  • Write them in a way that's both informative and keyword-rich
  • Make them unique to each page

A good meta description might look something like this:

"Need roofing services in Chicago? We're a roofing company that specializes in roofing repairs, roof replacements, and more. Call us today for a free estimate!"

As you can see, this meta description is under 155 characters, includes the keyword "roofing services in Chicago," and is unique to the page.

To edit your roofing company's meta descriptions, simply go to your website's back end and find the page you want to edit. Then, add your keyword-rich meta description.


4) Alt Attributes

Alt attributes are a roofing SEO must. They're the text that appears in place of an image if it doesn't load for some reason.

They also allow Google to "read" your images and index them appropriately. So, it's essential to include keywords in your alt tags whenever possible.

For example: 

If you have an image of a roofer on your website, the alt attribute might be "roofer in Chicago."

This clever keyword insertion tells Google what the image is and helps roofers in Chicago find your roofing company when searching for roofing services online.

To edit the alt tags on your images, simply go into the back end of your website and find the image you want to edit. Then, add your keyword-rich alt text.


5) Internal linking & Information Architecture

Internal links are simply links that go from one page on your roofing company's website to another.

They help visitors navigate your website quickly, enabling Google to index your pages correctly.

When it comes to roofing SEO, it's essential to:

  • Include keywords in your anchor text (the clickable text of a link)- But don't overdo it
  • Use a mix of do-follow and no-follow links
  • Link to pages that are relevant to the page you're linking from

A good internal link might look something like this: "For more information on roofing services in Chicago, click here." As you can see, this link includes the keyword "roofing services in Chicago" in the anchor text.

To add internal links to your roofing company's website, simply highlight a piece of text on your content/webpage and add a link.


6) Unique & Thick Body Content

There is no set rule for how long your roofing company's content should be.

However, it's generally accepted that longer pieces of content (i.e. blog posts) tend to perform better in SERPs than shorter pieces of content (i.e. product descriptions).

When it comes to roofing SEO, aim to create unique and thick content that is:

  • Relevant to your roofing company's services
  • Informative and keyword-rich
  • At least 300 words long
  • Easy to read and understand

A good piece of roofing content might look something like this:

"As a roofer in Chicago, you know that the winters can be brutal. That's why it's crucial to have a roofing company you can rely on for roofing repairs, roof replacements, and more.

At our roofing company, we understand the importance of having a reliable roofer. That's why we offer 24/hour emergency roofing services. So, no matter what time of day or night, you can rest assured knowing we're only a phone call away.

Call us today for a free estimate if you need roofing services."

As you can see, this piece of roofing content is relevant to the roofing company's services, informative, keyword-rich, and at least 300 words long.


7) Schema & Markup

After you've sorted all your basic web elements, you'll be able to go further and make it easier to get more traffic to your site using schema.

Schema is a form of code that helps search engines understand the meaning behind your roofing company's website.

It gives them more information about what your roofing company does, where you're located, and how people can contact you.

To add schema to your roofing company's website, simply insert the code into the back end of your website.

If you're not comfortable doing this yourself, you can always hire a roofing SEO agency or web developer to do it for you.


8) Shareability

Google increasingly weighs the user experience and engagement metrics. When prospects read stories or concepts like your content and decide to share it, they pass those links on to their friends. You need to make sure your keywords are clear to the reader, so those recipients know what they're about to read!

The best way to make sure your roofing company's content is shareable is to:

  • Create catchy headlines that include keywords
  • Write engaging, well-researched blog posts
  • Include images and infographics

Make sure you have share buttons on every roofing blog post and web page. This step allows visitors to easily share your roofing content with their friends and followers, which helps you get more website visitors.

To add share buttons to your roofing company's website, we recommend using an all-in-one tool content distribution platform like Hubspot.

Hubspot allows you to add share buttons to your roofing company's website, track how often your content is shared, and see who's sharing it.

They also offer a free trial, so it's definitely worth checking out!

There are multiple additional reasons we recommend Hubspot to Roofing companies. Read that full list here!


9) Off-Page SEO

Off-page SEO is all about getting links from other websites back to your roofing company's website (remember the link building we discussed earlier.)

Google sees these links as a vote of confidence and will reward you with better SERP rankings if you have more of them.

When you have a strong and reliable internet presence, Google gives you an advantage and puts you higher on its ranking page.


What Does an SEO Company Do?

SEO Strategy

If your roofing business is serious about SEO, we highly recommend you partner with a proven roofing SEO company.

A roofing SEO company will help you with all aspects of getting (and staying) at the top of search results, from keyword research to website optimization to link building. Not sure where to start when it comes to choosing a roofing SEO company?


How Long Does SEO Take to Get Good Results?

No timeIn general, long campaigning can deliver more positive results. Business owners sometimes get anxious. The reason for the roofing SEO is that it is only a part of the roofer’s online campaign.

Roofing companies should not neglect other important roofing marketing activities. The roofer should focus on the whole campaign to achieve the best results in the shortest time possible.


Organic Search Roofers1) Organic Search Listings

Your organic search listings are the first and most crucial roofing SEO ranking factor. Organic search results are the web pages that appear in search engines when people enter keywords related to your roofing company.

To improve your organic search listings, you must ensure your roofing company's website is optimized for the right keywords. You'll usually need to wait at least a few months to see results.


Google Maps Roofers2) Google Maps Listings

Google Maps is a separate listing that appears above the organic search results for roofing companies.

To improve your roofing company's Google Maps listing, you need to make sure your roofing company is listed in as many online directories as possible. You should also claim your Google Business Profile and complete all fields. This step is significant! Check out our overview to learn more.


Paid Ads Roofers3) Paid Google Ad Listings

Paid Google Ad listings are the roofing companies that appear at the top of the search results with the words "Ad" next to their name.

To improve your roofing company's paid Google Ad listing, you need to bid on the right keywords and that your ad copy is well-written. You'll also need to ensure your roofing company's website is optimized for conversion.

Paid Google Ad listings are a great way to get immediate results, but they can be expensive if you're not careful.


Be Careful When Hiring Roofing SEO Companies in This Market!

beware roofing seo scams

When you're looking for roofing SEO companies, be careful! There are a lot of roofing companies that claim to be experts in roofing SEO, but very few can actually deliver results.

To ensure you're hiring a roofing company that can help your roofing business, we recommend asking for case studies or examples of their work.

The roofing SEO company should be able to show you examples of roofing companies they've helped in the past and what kind of results they were able to achieve.

If they can't provide examples, be wary!

We also recommend considering an agency focusing on overall business growth and not just an SEO specialist company. Why?  Because a roofing company that's focused on overall business growth will be able to help you with all aspects of your roofing marketing, from roofing SEO to lead generation to roofing website design.

A roofing company that's focused on wholistic scaling will have a team of experts in all areas of roofing marketing, which means they'll be able to help you grow your roofing business much faster.


Want More Leads and Booked Jobs? It All Starts With Being at the Top of the Search Engines

Man searching on laptop

Roofing SEO is the first answer if you want to generate more leads and book consultations. A strong search engine optimization strategy will help your roofing company's website rank higher, which means more people will see your roofing company when searching for options in your area.

Don't wait any longer - start working on your roofing SEO today! And if you need help, we're here for you. We specialize in roofing SEO and can help your roofing company get to the top of the search engines.


The Roofing SEO Webmasters With Proven Results


When you're searching for roofing SEO agencies, it's crucial to find one with proven results.

The experts at Rizen have a long track record of helping home services companies improve their organic search listings and generate more leads.

We specialize in complete company growth - including roofing SEO. We have a team of roofing marketing experts who can help you grow your business faster, smarter, and stronger.

Check out our complete guide for even more useful tips on boosting your Roofing Marketing strategies this year.

We have the case studies to prove it. See how we:

If you're ready to take your roofing company to the next level, contact us today, and let's get started!

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