5 Roofing SEO Steps for More Clients
Getting Local SEO right is key for roofing companies that want to attract more business from potential customers nearby. This is true for the entire roofing industry – whether you are a small independent contractor or a large building and roofing business operating across the country. Ranking well in the local search results when people search for your roofing services can increase your organic traffic by upto 40-50%.
What is Local SEO for Roofers & Why is it Important?
Most businesses looking to attract new customers and clients from the search results understand the importance of online visibility and that one of the best ways to maximise this is with effective Search Engine Optimisation. But with Google and other search engines placing increased importance on how close a relevant business is to the searcher, both with the ‘map pack’ rankings and organic search results favouring these local businesses, Local SEO is the more focused strategy for gaining the best possible position in these local search engine rankings.
For roofing companies like yours, where potential customers are likely to be searching for roofing contractors ‘near me’ or in a particular town or city, having an effective local SEO strategy to gain the best possible rankings for these local searches is going to be key to maximise the organic traffic to your roofing website.
Whether for location-specific searches, e.g. ‘roofers in leeds’, or for general ‘roofing companies‘ type searches carried out in particular towns and cities, the search engine results pages on Google are almost always going to display map and organic rankings of roofing contractors that are in that particular area.
In deciding which businesses to display in the search results and on Google Maps, Google considers Relevance, Geographical Distance, and Prominence – so your roofing company’s SEO strategy needs to have the right approach for optimising for these local searches if you want to grow your traffic and enquiries from the search engines.
Local Roofing SEO Checklist
- Choose the most relevant search terms
- Make sure your Google Business Profile is optimised
- Optimise your website & webpages
- Build local & industry citations & directory listings
- Create content focused on the local area
Keyword Research
As with any optimisation project, your local roofing SEO should start with some keyword research to determine the best search terms to target. This doesn’t need to be too technical and in-depth and, in most cases, the relevant keywords will be fairly obvious.
If you’re a larger roofing business providing a range of services, it could be that you want to focus on the general terms and location you’re targetting for clients, such as ‘roofing company london‘.
Smaller, more locally-focused roofing companies may want to be a bit more targetted, so terms like ‘roofers wimbledon‘ might be better, as they would be more relevant and have less competition.
If your roofing business concentrates on a particular skill or service, then this may be something you want to focus on with your local roofing SEO. So, terms like ‘chimney repairs preston‘ or ‘loft conversion company bath‘ might be the most appropriate.
The good news is that if you do intend to specialise in a particular skill or service with your roofing SEO, then this should reduce the amount of competition and mean you could effectively target a wider geographic area.
Google Business Profile Optimisation
One of the most important aspects of a successful SEO strategy for businesses in the roofing industry is having a properly optimised Google Business Profile. The Google ‘map pack‘ of results appears at the top of the page for almost all local searches, and clients whose GBP we’ve optimised to rank here can see their listing drive up to 50% of the organic traffic to their website.
Apart from the website traffic and enquiries potential, ranking your GBP in the map pack is often easier and quicker than ranking in the organic listings below, relatively speaking, so having an effectively optimised profile needs to be an essential part of your roofing SEO.
If this is something you want to do yourself, we’ve created a comprehensive guide on optimising your GBP, which you can find here.
Optimising Your Website
Once you’ve optimised your GBP for the map listings, you should also look at ensuring you have the same local optimisation on your website. This is important as it will help with your rankings in the organic listings on the different search engines, but it can also complement and help improve your GBP rankings, too.
If you think about it, it makes sense that Google would view a business that has the same local service optimisation on its website and the GBP that links to it, as more relevant for local searches for that service.
Smaller roofing companies would probably want to consider optimising the homepage for the location and services they are focused on, with the relevant on-page optimisation for the search terms they want to target.
Larger firms that may have multiple locations or offer a variety of specialist services should consider having individual pages that can be optimised for a particular location or service, to better target the related search terms.
If your roofing business does operate across different locations/offices, then you would also want to have a GBP for each location, and make sure that each profile links to the corresponding location page on your website – don’t just link them all to the homepage.
With the content optimisation of your website taken care of, you also need to make sure the technical SEO side of things is up to scratch. Google uses the performance of your website on mobile devices as a factor when determining where to rank it, and it’s now estimated that nearly 60% of local searches are conducted on mobile devices – so having a website and customer enquiry process that works well on mobile is essential for roofing companies.
Local Citations & Listings
Getting links to your website from relevant sources is important for any SEO project, and this is especially true for the local SEO campaign for your roofing business website. Creating listings on relevant local and industry/service-focused directories, associations, and organisations will help build up your business’s relevance for the searches you’re targetting.
So you should be adding listings on sites like https://www.nfrc.co.uk/, https://www.checkatrade.com/, and https://directory.birminghammail.co.uk/ – all with the same NAP information as on your GBP. Not only are these citations and listings relevant, high quality backlinks that help with your SEO campaign, but they can also be a good source of referrals, too.
Locally-Focused Content
To build up the local relevance of your site, you should also consider regularly adding locally-focused content to your roofing company’s website. This could be general information about the area, updates on local regulations and grants for roofing, reports following local adverse weather – anything relevant and informative for your local audience.
To maximise the benefit of this content, from an SEO and user perspective, be sure to link all the relevant local content back to your relevant service or individual location pages, if you have them.
Roofing Companies & Local SEO
When you offer local services like roofing, getting your local SEO right is vital. With the majority of searches for the services you offer likely to display the most relevant local roofing services at the top of the search results, your SEO efforts need to be focused on maximising your location and service relevance.
You can find specialist roofing SEO services to help, but if you follow the steps laid out above, this is also something most roofing companies should also be able to do in-house. With a focused and consistent approach to your local SEO, over time, roofing companies should see this pay off in terms of more website traffic and enquiries.
If your roofing business is convinced of the potential of a fully-optimised business profile and requires some assistance from our Local SEO specialists to make the most of this opportunity, just complete the callback request form below and we’ll get in touch to discuss how we can help.