Study: Roofers DO NOT Need Blog Posts To Rank on Google

Roofing Blog Post Study (Cover)

Are blog posts required to rank your roofing company on page one of Google? Unfortunately, it’s a question that marketing companies have never honestly answered.

Screenshot of Recent Blog Post on Roofing Website

Key Takeaway

The study finds that roofing company websites regularly rank in the top 3 despite having zero blog posts.

The SEO community is ripe with scoundrels and snake-oil salesmen promising to unlock the secret algorithmic dominance strategy. Even some well-regarded agencies in the industry push forward the narrative that blog posts are essential for a successful SEO strategy.

Why SEO Agencies Love Selling Roofing Blog Posts

It’s convenient for roofing SEO agencies to point to blog posts as the driving force behind organic SEO success for roofing companies. After all, blog posts are deliverable, so clients feel they’re getting something tangible in exchange for their money.

Marketing companies would like to frame a positive narrative around blog posts because it’s easier to sell and retain clients by not telling them the truth. 

For example, agencies can’t tell clients that circumstance has a lot to do with SEO success. And that once the client ranks for high-conversion keywords on Google, they don’t need the agency anymore.

But do blog posts work?

Test #1: Commercial Roofing Services in Dallas

Keywordcommercial roofing services in dallas tx

RankBlog PostsPosts Ranking on Page 1Domain RelevanceDomain Authority
Website #100Yes9
Website #200Yes10
Website #350+1Yes14
Commercial Roofing Google SERP (Screenshot)

Analysis

The topical relevance associated with the top-ranking websites came from the domain name rather than blog posts. The top 3 roofing company websites ranking for this term all have “commercial” in the domain name.

Furthermore, the top two ranking websites have zero published blog posts combined. So while blog posts didn’t hurt the third site’s ability to rank, the absence of blog posts did not hurt the first two site’s ability to rank even higher.

Test #2: Hail Damage Roof Repair in San Antonio

Keywordhail damage roof repair san antonio

RankBlog PostsPosts Ranking on Page 1Domain RelevanceDomain Authority
Website #100No15
Website #200No20
Website #300No14
Hail Damage Roof Repair SERP (Screenshot)

Analysis

With a more granular niche of hail damage roof repair, the ranking websites did not require precise domain name relevance. All the websites have “roofing” in their domain names, but none have hail or storm damage.

More interestingly, none of the top 3 ranking company websites for this term have any blog posts. Clearly, they can rank on top of organic Google search results without publishing blog content. Their service page hierarchy establishes enough topical authority to rank for this term.

Test #3: Gutter Repair Services in Orlando

Keyword: gutter repair services orlando

RankBlog PostsPosts Ranking on Page 1Domain RelevanceDomain Authority
Website #100Yes7
Website #200Yes30
Website #3300Yes11
Gutter Repair Services SERP (Screenshot)

Analysis

Once again, Google awards topical authority to websites with a relevant domain name. Each top-ranking site has “gutter” or “gutters” inside the domain name. The top 2 ranking sites have zero blog posts, and the third site has 30 blog posts but none that rank in the top 10 for keywords.

The evidence clearly indicates that Google is defining topical authority not with blog posts but with domain names and service pages. The backlink profiles of each site varies and the top-ranking site has the lowest overall domain authority.

Test #4: EPDM Roof Repair in Minneapolis

Keyword: epdm roof repair minneapolis

RankBlog PostsPosts Ranking on Page 1Domain RelevanceDomain Authority
Website #100Yes9
Website #21-102No20
Website #3200+0No20
EPDM Roof Repair Google SERP (Screenshot)

Analysis

Two of the three top-ranking websites for this term published blog posts. So you might assume the site with the most posts ranks #1. After all, that’s how the topical relevance theory works regarding blog posts. Unfortunately, the evidence contradicts the narrative as the site with zero posts ranks #1.

So what does the top-ranking site have that differentiates it from those below it? The answer is domain name relevance. The top-ranking site is the only one with “rubber” in the domain name, which is an LSA variation of EPDM. Google is clearly valuing domain relevance more than blog posts.

Test #5: Siding Repair in Oklahoma City

Keywordsiding repair oklahoma city

RankBlog PostsPosts Ranking on Page 1Domain RelevanceDomain Authority
Website #1141Yes7
Website #200Yes16
Website #300No11
Siding Repair Google SERP (Screenshot)

Analysis

We finally found a keyword term that ranks a website with blog posts #1. Unfortunately, this finding is the epitome of correlation, not equaling causation. The subsequent two sites have zero blog posts and still rank on page one. In addition, the top-ranking site has domain name relevance with “siding” in the name.

At first glance, the 14 blog posts on the top-ranking site seem to contribute to their topical relevance. However, none of the posts have come within the last 2 years. The latest post is from August 2020, and the site has maintained a top ranking for this keyword despite its abandoning blog post publishing.

Conclusion: Blog Posts Are Not Needed to Rank on Google

Roofing company websites can rank on Google’s first page without publishing blog posts. While it’s true that topical relevance is a ranking factor, there are more effective ways to establish topical relevance outside of blog posts. For example, a relevant domain name more strongly correlates with top rankings than a series of blog posts about the subject.

There’s also no evidence to suggest that blog posts diminish a roofing company’s ability to rank on Google’s first page. There are certainly examples of websites with hundreds of blog posts ranking well on Google for service pages and local landing pages. However, evidence shows that blog posts have a neutral effect on those rankings.

Another factor to consider is the impact of blog posts on link acquisition. Although the evidence shows that topical relevance supersedes domain authority regarding roofing-related keywords, the benefit of backlinks remains obvious. If your blog post attracts natural links from other credible websites, it’s adding value to your site’s overall organic potential.