SEO For Roofers: How to Rank Higher and Get More Clients
The marketing success of a roofing business no longer hinges solely on word-of-mouth referrals. While those remain vital in the process, you’ll have to continuously consider investing in other channels, such as search engine optimization, to attract new customers for your roofing business.
Imagine a homeowner urgently needs roof repair. A quick search for “roofer New Jersey” finds a list of local roofing companies. Now, if your business doesn’t appear in local map packs and organic listings, you’re missing out on potential clients who are ready to hire.
In this quick guide, I’ll show you how to do SEO for roofers to climb Google’s SERPs for your local keywords and get the desired number of leads for your local business.
1. Achieve NAP Consistency
NAP stands for your business name, address, and phone number. These are the most important elements of a local SEO campaign. With a business name and address, Google can identify your brand and associate it directly with its geographic location. The phone number helps validate that your business is actually located in the place where you mention it through its area code.
Display NAP sitewide in every page’s header or footer and include them on your About Us Page.
If you have several roofing branches, the best approach is to create a location or branches page and state each location’s NAP. Use a local phone number with country and area code so Google can easily identify your location’s business as legitimate.
2. Claim Your Google Business Profile
Google Business is where businesses and other organizations create listings to help enhance their visibility on the search platform.
Creating your own Google Business Profile enables you to add your business details visibly and allows your business to appear on Google Maps Pack.
Fill in all the requested details as you create your Google Business Profile. Make sure you use the same NAP in detail. Don’t forget to complete every detail about your business, including selecting the proper business category and subcategory and your office’s opening hours.
It is best to upload original photos of your roofing service and physical facility. This helps send more positive signals to Google and lets your customers quickly find your business.
Get genuine reviews to increase the chances of climbing your website for map pack rankings. You can offer some incentives after every roofing service and simply hand them a Google Review QR code to get real honest feedback so they can help you improve your service.
3. Get Listed on Comparative Roofers’ Listings
People use different search queries to find roofing services, such as “best roofing services in New York”. During this purchasing decision stage, they compare different local services, determine both pros and cons through reviews and testimonials, and decide on the best roofing company that could provide the most value for their needs.
Aim to be listed in these listicles hosted on publications that rank well for the comparative terms. This link building method will position your brand visibility in these different places and help you capture an organic search share ready to purchase your services.
Dominating Google’s SERPs for these various investigative keywords by being visible on top-ranking pages helps you position your brand as a go-to source for roofing services.
You can use tools like Ahrefs to find pages or opportunities that feature your top roofing competitors in your local area but don’t include your site.
Reach out for link inclusion. Incentivize by offering free roofing service.
Another way to utilize this product-led link building strategy is to submit content with a list of niche segment services to a publication of choice (e.g., gutter installation services in New Jersey). This is a new angle of content asset they’re likely to publish and promote as it involves a new service category.
4. Build Local Links
Backlinks from sites that target geographic locations can strongly influence your site’s rankings on local organic search results (and could positively affect Google Local Map Packs).
The more quality links you can acquire from sites in your target location, the more local relevance your site will have. These sites do not have to be hosted in the preferred area, but you should aim to build backlinks from sites representing other businesses associated with the place.
Diversify your link types when pursuing backlinks for local SEO for your roofing business. A few kinds you should aim to build:
- Local directories
- Local chambers of commerce
- Local bloggers
- Local publications and news sites
- Local schools and universities
Ahrefs has a “Best by Links” feature that allows you to quickly spot the best link opportunities on websites you’re trying to reverse engineer.
Based on our decade of link building experience as a link building agency, getting links from national and even international websites also helps elevate your pages’ rankings for local organic search listings. However, local links could bring immediate rankings that are better than their link counterparts.
5. Publish Localized Content
One of the best ways to build local links isn’t just through manual SEO outreach but also through consistent publishing of content assets that target your customers’ pain points and challenges. This type of content passively attracts natural links that could help improve the rankings of both your informational content and service pages.
Start by identifying potential topics to cover in Ahrefs’ Question feature. Answer these questions with blog posts.
Optimize content by including keywords in the meta title, meta description, and first sentence. Sprinkle relevant local entities on the page to increase local relevance.
Final Thoughts
Ranking on both Google Map Pack and local organic search listings should be a top priority for any roofing business, as it drives quality leads that they can’t easily find elsewhere.
Being visible on the Map Packs, for instance, is quite underrated but considered to be one of the top search engine optimization techniques for guaranteeing new customers in your neighborhood and boosting your online visibility.
