SEO for roofers helps roofing companies rank for industry keywords on Google Search. As the industry has grown more competitive, rankings are harder to achieve. Many roofers grow frustrated with the process, whether using a 3rd party marketing company or performing SEO themselves. In either case, some useful SEO tips can help roofing companies keep their sanity in 2021 and start generating leads.
1) Domains Make a Difference
One of the most overlooked components of a successful SEO strategy is the roofer’s domain or web address. Many roofers operate under the false narrative that any domain can rank on Google. While you can build a domain from scratch, it will take at least 12 months to start ranking for significant keywords (in most cases.) Existing domains have a far better chance of ranking quickly, particularly if they possess the following qualities:
- Age: Domains registered over a year or more ago rank better
- Backlinks: Domains with an existing backlink profile rank better
- Keywords: Domains with keywords in the web address rank better
2) Not All Content is Useful
Another misnomer in the SEO industry is that content is king. There’s an idea that writing a bunch of content guarantees a high-ranking for your website. This could not be further from the truth. In fact, thin content can have the opposite effect on your rankings. 300-word blog posts, for example, hurt roofing websites in most cases, especially when they cover topics already detailed throughout your website. Another example of thin content is city pages or doorway pages that use the same headers and similar content to rank for multiple cities.
3) Local Links Are Crucial
Roofing companies tend to get caught up in follow links vs. nofollow links when the more important distinction has to do with location. A nofollow link from a local directory is more valuable than a follow link from a furniture website in Boise, Idaho. Google doesn’t expect local roofing websites to have national links from Forbes and USA Today, but they value links from local chambers of commerce and other reputable institutions.
4) Google Map 3-Pack is Key
Ranking for organic terms is nice, but the local map pack gets the most clicks. Local roofers should focus on ranking within the Map 3-Pack and present the best possible Google My Business listing with reviews. Since prospects can compare your company against others in the area, most of the conversion process happens directly on the SERP. Google’s Local Map algorithm considers 3 factors: proximity, relevance, and prominence.
5) User Experience Should Take Priority
Since SEO is a form of marketing, some roofers get caught up with the result and lose sight of the process. The ultimate goal is to facilitate a great user experience for website visitors, which takes care of SEO. Consider things like site speed, navigation, and internal linking, along with the most obvious need for quality content. Although Google says bounce rate does not impact SEO, you can be sure that user experience (however defined) influences rankings.
6) Service Pages Rank Better
Some roofers try to rank for all their services on a single page. Here’s some advice, bullet points won’t do the trick. You can’t include TPO roofing as a bullet point on your homepage and expect to rank for the keyword. Instead, you should create the bullet point along with a separate service page for TPO roofing. It would be best if you linked to the service page from the homepage so that Google crawls the URL more easily. Search engines prioritize pages with the most narrow intent meaning a page about TPO roofing will outrank a general page that mentions the term.
7) Keyword Research is Changing
SEO professionals used to rely primarily on tools like SEMRush for keyword volume, but we learn each year that many keywords fall through the cracks, especially in terms of volume. Local keywords may have a much larger search volume than such tools would indicate. It’s best to use your Google Search Console data to monitor queries, impressions, and clicks and cater your content to target those keywords. You can also use lesser-known keyword tools like Answer The Public to gain new insights.
8) Multimedia Engages Users
Text-based content remains essential for rankings, but multimedia is now vital for engagement. Pages with video, audio, and images foster higher engagement than those without such elements. Video, in particular, can keep visitors on your website longer, create familiarity with your company, and increase conversion rates. Upload a video to YouTube and embed it onto your homepage, service pages, and blog posts for the ultimate effect.
9) Branding Influences Search Visibility
One of Google’s primary jobs is to weed out spam websites from their search results. When Google showcases brands to its users, they can feel comfortable that, at the very least, the user is dealing with a legitimate roofing company. So how does Google determine what a brand is? Consider things like your staff and equipment’s unique photos, a robust about us page explaining your company vision, and clear and accurate contact information throughout your website. Each of these things helps establish your roofing company as a brand, which helps with SEO in 2021.