Table of Contents
- What Is Roofing SEO?
- SEO for Roofing Leads
- Why is SEO for Roofing Companies so Important?
- How Does Search Engine Indexing and Crawling Work?
- What are the Paid Ads in Search Engine Results?
- How Do You Get Your Site to the Top of the Organic Search Engine Results Listings?
- What is the Best Keyword Primary Vs Secondary Roofing SEO Keywords Tools for Roofers?
- What Is Search Intent?
- What Is Keyword Search Volume?
- What Is Metadata and What are Alt Tags, H1 Tags, and More?
- Best Practices for On-Page SEO Optimization for the Best Roofing Websites
- Common Technical Roofing SEO Problems and Issues – And How to Fix Them
- Information Architecture and Best Roofing Company Websites Practices
- Implementing Search Engine Optimization for Roofers
- Local Marketing for Roofers
- What Is A Local Google Map Pack?
- International SEO Best Practices for Roofers
- Link Building for Roofers
- Content Marketing for Roofers
- What Is Domain Authority?
- Creating Cornerstone Content
- Video and Image Search for Roofer SEO
- Key Performance Indicators for Roofing SEO
- How to Measure and Track SEO For Roofers
- How Long Does Roofing SEO Take?
- Quick Hits: How to Improve Your Roofing Site’s SEO ASAP
The roof is perhaps one of the most important parts of your home, if not the most important.
Accordingly, if it is damaged, needs replacing, or needs any kind of work, then you’ll want to ensure that it gets fixed as soon as possible.
And chances are you – or your customers – will start your search for a roofing company or contractor with a Google search.
What’s more, if you are in the roofing business or construction business, you will want to ensure that your business is positioned properly for discovery in the search engines and is easy for potential customers to find.
After all, when a homeowner or property owner needs their roof fixed, they most likely need those repairs done right away and perhaps the very first place they will turn will be to Google.
And about roof leads generation – from the people who turned to Google when they are looking for roof repairs or fixes, a new roof, or the answer to any other problem that relates to the roof over their heads – are some of the most valuable and exclusive roofing leads of all.
What is Roofing SEO?
Search engine optimization or SEO is the art and science of getting your site to rank at the top of the search engine results pages (or SERPs) for desirable, popular, and relevant keywords.
Roofer SEO is when roofing companies and contractors utilize SEO to help make their websites and services more visible via search to consumers who may be looking for their services.
For example, using the keyword “roofing contractors Chicago” to optimize a roofing company’s website that operates in the Chicagoland area would be performing roofing SEO.
What’s more, in terms of keywords, marketing for roofers can be relatively simple, since keyword strings with roofing, the appropriate area, and perhaps the type or material of roof are likely the main components that need to be covered.
Working with any natural disasters or weather events that may spring up seasonally can also be a good idea for roofing marketers.
SEO for Roofing Leads
Search engine optimization has long been considered (well, at least as long as search engines have been around) one of the most valuable roofing lead generation techniques for a vast number of industries or niches, since people searching a targeted keyword or group of keywords tend to already be interested in what the businesses that show up in the search engine results pages have to offer – they’ve already opted in on some level.
The more often that your business, site, pages, or profiles show up on the first page of the SERPs and for more relevant keywords or search terms that apply, the more likely your business listing is to be discovered by prospective clients.
Why is SEO for Roofing Companies so Important?
SEO for Roofing Companies and search is perhaps the very first place that people turn when they need their roof repaired, replaced, or otherwise need work done on their home or other property.
After all, it is one of the easiest ways for users to discover companies or contractors that are readily available and can do the type of roofing work that they need.
Add in one more element to the equation, and the door to door knocking for roofing business is getting stopped by digital doorbells and and retail cameras.
Therefore, having your roofing company’s website show up at the top of the search engine results means that people who are in need of a new roof or a quick repair, particularly in the case of natural disasters like recent thunderstorms, windstorms, hail storms, or even bigger catastrophes like wildfires, hurricanes, or tornadoes and the associated flooding and other damage.
Does your roofing brand have an efficient website?
Read up on our latest how to design a website guide.
How Does Search Engine Indexing and Crawling Work?
Search engines work by crawling the internet and indexing or organizing the content that they uncover.
First, Google, Bing, and others crawl the web for content and scan the code of all the pages, sites, and individual URLs they find.
Then they sort and index those URLs and once a page is indexed, it can be pulled up and displayed as a listing on a search engine results page.
Understanding how search engines crawl and index content is one of the core web vitals if you are doing roofing SEO or any other kind of roofing marketing or online marketing.
It is also important to understand which search engines are really the most popular – it may not be what you think!
The main search player is still Google of course, but after Google the next most commonly used search engines internationally are YouTube, Amazon, Facebook, Bing, Baidu, and Yandex.
Therefore, it’s important to consider where else your content shows up and how it appears in search, and things like video roofer marketing can be valuable in more ways than you anticipate.
What are the Paid Ads in Search Engine Results?
The search listings that show up at the top and sides of the organic search results with a designation that says they are paid ads are the result of companies or individuals buying those spots via Google AdSense or Google Ads, or the equivalent for the search engine that you are using.
Prices for paid search ads or SEM marketing vary depending on how competitive a given keyword in your location is (your bid versus the amount others are willing to bid), the quality of your ad and landing page(s), and more.
Using a combination of paid search and organic search can be valuable for roofing SEO and roofing marketing, especially if you have a brand-new domain or business that you need to build a presence and brand awareness for (we’ll cover that extensively later in the article).
Keep reading to discover more about marketing for roofing companies!
How Do You Get Your Site to the Top of the Organic Search Engine Results Listings?
Search engine optimization is how you get your site or pages to the top of the organic or unpaid search engine results for targeted or desirable keywords related to your business, brand, and site content.
The way to accomplish this can be complex but in general it involves both on-site search engine optimization (seeding relevant keywords throughout the copy and code on your site, ensuring that your code is clean, easy to crawl and accessible, your site has a low bounce rate, and more) and off-site search engine optimization (building up relevant high authority links to your site through directories and listings, outreach, and brand awareness).
Search engine optimization is considered both an art and a science in this regard – while there are some tactics that are proven to help improve search rankings, Google and their ilk make no guarantees and do no publish guides or lessons as to how to rank well; rather, SEO marketers must respond to their updates and make changes to their sites and techniques accordingly.
But plenty of other experts – including us – do offer SEO roofing tutorials, advice, guidelines, and SEO consulting services that will help get increase brand exposure for your desired roofing keywords and others.
One thing to note is that savvy consumers tend to trust the organic search results more in many circumstances since they believe that those sites are ranked more highly due to their own merit as opposed to the site owner or marketer paying for the listing.
What is the Best Keyword Primary Vs Secondary Roofing SEO Keywords Tools for Roofers?
Selecting relevant roofing SEO keywords is one of the most important aspects of search engine optimization – in fact, it may be the most essential element of your overall roofing SEO strategy.
And there are a variety of tools to help you uncover keywords, from Google’s own research tools for Ads, Search Console, and Analytics to free and paid tools from leading online marketing companies such as SEOmoz, SEMrush, Ahrefs, HubSpot, and more.
But you don’t necessarily need a paid tool right away – you can get started on your roofing company keyword research for free, right now.
Many times, the best possible keywords are the most obvious – for instance, “roofing in _____” (insert your city or region here).
However, narrowing it down or going for long tail or secondary keywords can be just as if more lucrative or valuable, since while those keywords or roofing search terms may not be as popular but the users tend to be further along in the shopping or purchase process, and the less popular or less used keywords tend to be simpler and more cost effective to rank highly for in the SERPs.
In order to determine your keyword target list and strategy, start by considering your ideal client or audience.
- What are they in need of, where are they located, why do they need it?
- When do they need it and how do they plan on finding it?
- And perhaps most importantly, why are they seeking a particular item or service and what questions are they asking?
Answering these questions and more will help you come up with the search keywords or key phrases that you should target with your roofing SEO strategy.
Looking through your own analytics, checking out what keywords your competitors target, and using free or paid keyword research tools can also go a long way towards helping you come up with an optimal keyword list for your roofing company, as can using some of your own intuition based on what you think potential customers might type into the search box.
Or you can hire an SEO company who knows the roofing industry and has more expertise and access to keyword research tools as well!
Primary Vs Secondary Keywords
Primary keywords are the main keywords for which you want your site to rank – think of them as the best actor or main actor category, with secondary keywords playing a supporting role.
Sometimes primary keywords are referred to as main keywords or popular keywords since they are more commonly searched or used, while secondary keywords are referred to as long tail keywords since they may receive fewer searches but those searches are much more targeted or direct, and the users searching those terms are further down the marketing funnel.
For instance, a primary keyword in the roofing industry in the Chicago area would be “roof repair Chicago” while a secondary keyword could be “Chicago asphalt roof patching”.
Both are related and could possibly be the same job or project, but one has a much lower search volume and fewer users are intending to search for that item, service, idea, or service.
Your primary keywords should be more heavily featured in your content, meta data, review descriptions, and any other copy associated with your business or site as opposed to your secondary keywords.
This will likely happen naturally as the content is created, but you should have SEO tools to give you some guidance.
If you are purchasing paid advertising, your primary keyword will likely cost more per click, action, or view than your secondary keywords, but this isn’t a hard and fast rule.
What Is Search Intent?
Search intent is what a user intends to find or wishes to find when they type a keyword or search string into Google, Bing, or other search engines.
For instance, if someone is searching “roofing company austin tx” or similar keywords, they are most likely looking for a contractor or company that can fix their roof in or near Austin, Texas.
In that example, search intent or searcher intent is obvious. However, other times it can be less than clear; for instance, if the user asks an obscure question.
That said, there are four main types of search intent that users display when they ask Google, Bing, YouTube, or other search engines a question or query:
- Navigational – A user is simply looking for a specific page or item, e.g., “Twitter Homepage” or “NPR Tiny Desk Podcast” or “New Jordans Dick’s Sporting Goods”. The user intent for these types of queries is usually pretty clear and they are looking for an exact item or page.
- Transactional – A user wants to complete a transaction, which could be a purchase, but it could also be an email sign-up, a download, a social follow, a phone number, or a request for more information from a brand, company, or other resource. These may be a little harder to discern user intent from, at least via your analytics.
- Informational – A user is seeking an answer to a specific question, such as “how to make a roast chicken?”, “where is Augusta located?” or “who is the current commissioner of the NFL?” These search queries are characterized by the standard who, what, where, why, when, how precedents.
- Commercial – A user is looking for a specific product or deals on a particular product, such as “cheap iPhone” or “buy new Instant Pot”. These searches are almost always shopping-related in nature.
What is Keyword Search Volume?
Search volume is the number of times that users are searching a keyword or entering it into a search engine in a given month; the higher the search volume, the more popular the keyword and the more views or clicks that your site will likely get if you rank at or near the top of the SERPs for that search term.
Some types of keywords or keyword topics are pretty much the same year-round, such as “how old are the pyramids in Egypt?”.
However, some types of keywords trend seasonally, and this can indeed be the case for roofing SEO and roofing related keywords since roof repair and replacement is such a seasonal industry in many areas.
For instance, in many parts of the world, more people are searching for roof fixes and new roofing during the spring and early summer versus the winter or fall.
What Is Metadata and What are Alt Tags, H1 Tags, and More?
Using your keywords in your site’s text or copy is important for SEO, of course, but search engines crawl and index much more than words on a page.
The way that your page is structured and coded matters for search just as much, if not more, than merely including keywords!
- Meta Data – Sometimes referred to as metadata or the taxonomy of your website site or page, meta data is the title of a page and the associated description. You can think of it like an abstract in a book, or a small set of data that provides further detail about a larger grouping or amount of data.
- H1s – The H1 (and the H2, H3, H4, and so on) tags are part of a web page’s HTML or hypertext markup protocol, which can be considered the language that a web page uses to communicate with the search engines and display its content for users. H1s or <h1><h1/> tags denote the most prominent or important topic on a given web page.
- Alt Tags – Alt tags or alternate text are what the search engines use to describe, understand, and classify images embedded in various web pages. Alt tags are also used to make web pages accessible to the blind or otherwise similarly disabled.
- Breadcrumbs – These are the small bits of navigational text usually located in the top right that shows users where they are located on a given website. For instance, on a roofing site your breadcrumbs could show “home>roof repair>slate tile roofing” if you are on the slate roof repair page.
Best Practices for On-Page SEO Optimization for the Best Roofing Websites
Using your chosen keywords throughout the copy and seeding them naturally in the meta data, H1s, H2s, H3s, alt tags, and other areas of your business and roofing website will likely come naturally.
Having your primary keyword and secondary keywords in the meta data or titles and meta descriptions for the key pages of your site – the homepage and main navigational pages – is also extremely important.
Other key factors for on-page SEO are the overall information architecture of the site (more on that further on in the article), the use of keywords and descriptive text in video and image descriptions and alt tags, proper internal linking structure that allows both users and search engines to easily navigate through the site, content that is easy to read due to elements like bullet points or lists, charts and graphs, or short snappy paragraphs, optimization for voice search, location pages, a succinct about us page, and links out to relevant review sites and testimonials.
Common Technical Roofing SEO Problems and Issues – And How to Fix Them
There are some standard technical SEO problems that happen to even the best and most tech-savvy of us.
For instance, forgetting to ensure that the metadata including titles and descriptions contains your primary and secondary keywords, the alt tags for all the images are filled out (including thumbnails and other minor images), H1s, H2s, H3s, and other tags are in place is easy enough, especially if you are rushing to launch or update a website.
Other common problems with search engine optimization include the lack of a secure socket or an “https://” URL, since the search engines consider sites with that added layer of security more valuable and safer for users, and therefore rank them higher (you can set this up through your hosting provider).
Making sure that you have and have submitted an XML sitemap and that you have a robots.txt file showing the search engines which pages to index and which if any to leave out is also essential.
Working with your development team and graphic designers to ensure that images and videos are optimized for size and load time and that your site is operating at the fastest possible page load speed is another key step towards good SEO and something that is commonly overlooked – it is often better to have a simple site that loads quickly in all browsers and environments than an overly complex site that takes forever to load and doesn’t rank well, or doesn’t display well.
On that note, consider hosting videos or images on outside sites with password protection versus hosting them locally – let YouTube or Yelp take the brunt of the hosting hits!
Information Architecture and Best Roofing Company Websites Practices
The information architecture or organization and navigation of your website is important for both search engine crawling and indexing and for the actual user experience.
And it is hardly a coincidence that many if not all of the same elements are considered best practices for both.
Elements like findability and utilizing an outline or page structure that goes from broad to narrow are important for both search engines and the overall end user experience for any site.
Think of it in the same way as outlining a paper, essay, or similar document – go from a broad topic like your thesis or in this case your roofing business and where you operate to narrower ones like specific supporting details or citations or for roofers, the types of materials you use, manufacturers you work with, and even the exact subdivisions or buildings where you have installed or repaired roofing in the past.
Implementing Search Engine Optimization for Roofers
Optimizing your web presence for search as a roofer or roofing contractor can be less complicated than you think, especially in smaller markets or if you only have a simple web presence to maintain.
Of course, a major SEO and search campaign that includes content creation like web copy, images, and video as well as paid ads and other opportunities may be best left to the professionals – there are SEO companies in the Chicago area and beyond that specialize in local SEO in general and construction and roofing SEO in particular.
Local Marketing for Roofers
Perhaps the single most important thing you can do in regard to roofing SEO or any other localized search engine optimization that involves marketing a service like roofing that can only be performed if you are on-site is ensuring that you have all your local listings fully built out in Google, Bing, and on all the relevant review sites.
Furthermore, your on-page SEO must also be set up for local searches by using the appropriate keywords and structure or markup with H1 tags, H2 tags, and so on.
Setting up your on-page SEO is one of the most important things you can do besides properly filling out your profile for Google My Business, Bing Places, Yelp, Trustpilot, Home Advisor, Angi.com (Angie’s List), Nextdoor, Houzz, Better Business Bureau, and any other review sites that are commonly used in your area.
Do this along with claiming and building out social profiles on Facebook, Twitter, Instagram, and others – you should claim them and fill out keyword-rich descriptions and listings even if you never plan to use them.
After all, you never know if your marketing strategies may evolve and you should always claim your business name on any sites where you can, just in case you need it.
Other local SEO techniques include optimizing for voice search or working to set up your page to be properly and clearly read aloud by Alexa, Siri, Cortana, or other voice assistants, since Google and the other search engines are increasingly rewarding sites that are optimized for this tech with higher rankings – plus it makes your site more user friendly for people who may be driving or using a virtual assistant to get things done.
You want your descriptions to sound good and explain exactly what you do when read aloud by these assistant voices, not just filled with keywords for search engines.
Creating content around local events like weather conditions or catastrophes can be extremely valuable if you are in the construction or contracting business, since people often need repairs or work done after a storm, flood, or wildfire.
This problem could be solved by regular updates to a blog or news page, which would also serve the purpose of having a consistent influx of fresh content for search engines as well.
Moreover, following local SEO best practices for roofers and construction helps to make sure that your site and review listings show up in Google Local Map Packs, a key route of discovery for prospective clients and new customers, especially when they are in urgent or dire need of your roofing services.
What is a Local Google Map Pack?
A Google Local Map Pack is the feature that appears on search engine results pages that shows the closest relevant businesses for a given search query, if it applies in that situation.
For instance, if someone searches “Lombard roofing contractor IL” or “Naperville IL roofing company” and your roofing firm is based in or around those places, you may show up in the Google local pack with the associated map.
Ensuring that your site is listed in the Google local map pack and appears highly on Google maps for relevant keywords and phrases is essential for any business like roofing or construction and contracting that requires you be in the same physical location or nearby your clientele, since people looking for a roofer or roofing company will almost always be searching for one that’s near the location or building where they need the work done.
So how do you get your roofing site listed on the all-important Local Google Map Pack?
Start by ensuring you have Google My Business profile set up and filled out completely including images, reviews, photos or videos, opening hours, links to your website(s) and anything else required, and that you’ve performed the whole process of setting up your Google Business listing.
This includes getting the postcard at your business address and filling out the corresponding code online in order to verify your business is real and it is located in the physical location that you say it is – Google (and Bing, etc.) are very exacting in this regard and they don’t want to make it easy for others (e.g., competitors) to claim businesses that are not theirs.
You also will need to make sure that your site’s on-page SEO is on point and all the relevant or targeted keywords and locations (your city or cities plus surrounding or nearby cities, states, or even countries depending on where and how you operate).
Things like various weather conditions and associated problems with roofing, types of roofing systems your company works on, and the geographic areas in which you operate are also relevant if you are trying to break into or stay at the top of the local pack for Google roofing related keywords.
Your site and all of your listings should also contain your full address, phone number(s), hours of operation, website links, social links, links to any applicable review or rating sites, and photos and videos of your products, store, work, or anything else that could be considered useful for potential customers.
International SEO Best Practices for Roofers
While most roofing companies operate within a given geographic area that is probably all situated in the same country, sometimes international SEO matters, especially for major construction companies that handle large residential developments or commercial roofing projects as well as residential roofing.
In order to properly achieve international SEO rankings, you’ll want to understand what search engines are popular in the countries you are looking to rank in; for instance, Baidu is huge in China but almost no one except Chinese nationals, immigrants, or expats uses it in the United States.
International SEO can be much more complicated than national or localized search engine optimization, so we often suggest working with an SEO company or SEO consultancy that is experienced with either international SEO or if your projects are extensive enough, working with several search marketing consultants or agencies in the various countries that you are targeting.
Link Building for Roofers
If you have been around the search engine optimization world, chances are you have heard or read about building backlinks, or external or incoming links to your site.
Link building is the technique or practice of building outside links to your website, whether you create these links yourself on review sites, blogs, or social media sites or you (or a member of your SEO team) asks a website owner to link to your site because you have relevant content, you do a guest post, or for another valid reason.
Search engines prioritize or rank sites with lots of incoming links from sites with high domain authority, so the more high-quality backlinks or inbound links that you have pointing to your business website, the more likely that Google, Bing, or other search engines will rank your content more highly.
What Is Domain Authority?
Domain authority is the power and esteem that a given site holds in the eyes of the search engines.
For instance, a major news site like the New York Times, a knowledge behemoth like Wikipedia, or an incredibly popular social media site like Facebook all have incredible domain authority.
So where does that leave your roofing site in terms of domain authority and power?
Small sites can rack up the domain authority as well, particularly within their individual niches or verticals.
For example, a site with a lot of before and after images along with detailed descriptions of how roofing works in a particular locale would rank highly in the SERPs related to roofing in that area even if it didn’t get as much interest from outside the relevant region.
Domain Authority was a term originally coined by SEO software and performance company SEOmoz, with a rank that ranges from one to one hundred.
Content Marketing for Roofers
Content marketing is a technique or tactic that often goes hand in hand with search engine optimization for roofers and anyone doing online marketing, really.
After all, content is inextricably tied to keywords and your primary and secondary keywords are often woven into your content naturally.
Check out this example of a content marketing funnel as it applies to the roofing business and the corresponding SEO tactics you need to utilize to market your roofing company or contracting team via search:
Roofing SEO content marketing funnel distribution (maybe we could make it look like a roof or house somehow? Roofing funnel from the ground up/wider at the bottom?):
*People in need of roof inspections/checking out a roof
*People potentially interested in replacing their roof for an upgrade and/or because they are getting ready to sell their property
*People in need of new roofs due to natural disasters, etc.
*People in need of roof repairs due to natural disasters, etc.
BOTH: people in the area that need your company’s services
*People who reach out to your company for a quote or assessment
*People dealing with damaged roofing after a hurricane, tornado, major hailstorm, or other disasters
End: People who decide to work with your company for roofing repairs, a new roof, etc.
As you can see, the marketing funnel is what essentially sorts out how to get roofing leads and shows the process by which they are led through the customer journey from being a potential prospect to being an actual client or customer.
Creating Cornerstone Content
Cornerstone content is the main content or meat of your site that attracts visitors.
For roofers, cornerstone content could be a gallery of images and testimonials from satisfied clients, videos and images detailing the different types of roofing systems that you offer and their subsequent repair options, or anything else that people link to, bookmark and come back to, and share.
It is usually long and involved and includes multiple pages or URLs for users to click through or videos for them to watch, and is easily shareable on social media.
Essentially, cornerstone is the core of your website and should be the focus of your SEO strategy and consist of the pages that rank the most highly (or that you are aspiring to have rank the most highly) in search engines.
Creating cornerstone content can be a specific tactic that you execute on when you are planning out your website and overall web presence, or it can be something that grows and is added to organically as your internet existence builds up – or a combination of both.
Sometimes companies hire consultants or firms experienced in creating cornerstone or mainstay content and outsource the process as well, but only you can know if you have the resources to build complex content and update it on a regular basis.
Video and Image Search for Roofer SEO
Since a roof or roofing system (or a patched or repaired roof) is a tangible object that people can see, use, and touch, chances are that your audience will want to see proof of concept of your roofing company’s work on your website.
Before and after pics, examples of the various types of roofing that you’ve worked on, tutorials, and even pictures of you and your crew are all helpful visual aids for prospective customers making decisions about which roofing contractors to work with.
The aforementioned alt tags are essential for the visual and video search aspects of your roofing SEO process; what’s more, you’ll also want to make sure your video and image descriptions have the appropriate keywords and your thumbnails also include the keywords in their descriptions and alt tags.
Key Performance Indicators for Roofing SEO
There are a variety of key performance indicators or KPIs for roofing SEO that you can use to measure the effectiveness of your SEO efforts.
For instance, the potential KPIs you can and should include but are not limited to:
- Rank for target keywords
- Search visibility – rank for target keywords in organic search, the local Google Map pack, and/or any paid ads
- Search impressions – you can see the total amount of impressions via search for your website in Google Search Console
- CTR or click-through rate from organic search (the number of users who see your listing in the SERPs and actually click through to your site)
- Number of unique visits from organic search
- Conversions associated with search visits (sales, roofing leads, or whatever else you define as a conversion)
- Depth of visit from search – number of pages visited on your site or depth/length of scrolling
- Time on site – how long search-driven visitors stayed on your website
- Bounce rate by keyword and search traffic in general – do users stay for a while or do they leave quickly, indicating that perhaps your site isn’t what they are looking for?
- Number of incoming links or backlinks generated
- Percentage of branded traffic or brand awareness that arrives via search
- Return on investment or SEO ROI/ROI on SEO
Of course, establishing a baseline for ROI and what constitutes a conversion are perhaps the most important part of measuring and tracking your search engine optimization. Read on to learn more about accomplishing these two essential elements of running a roofing SEO campaign – or any other type of SEO project, for that matter.
How to Measure and Track SEO For Roofers
One of the easiest ways to track the success of your SEO process is to use a combination of Google Analytics (which you should have installed on your site anyway to monitor traffic, page visits and views, and many other metrics) and a rank tracker or rank checker to see where your site is currently situated in the SERPs for your target keywords.
SEMrush, Ahrefs, SEOmoz, and a number of other online marketing companies offer tools that can help you accomplish this and more.
Why should you use a rank checker and other SEO tools versus just googling or searching the keywords yourself?
Not only is using a rank checker a great time saver if you are tracking a lot of keywords since you can save them and export them to excel, Google sheets, Numbers, or the spreadsheet tool(s) of your choice, it allows you to see where your site is located in the SERPs without interference from your other searches and data that may be saved locally on your machine, your location, and other factors that influence search results for individuals.
Ranking number one or on page one of the SERPs for your target keywords is only half the battle, however.
You need to make sure that the keywords you are ranking for are the ones that do indeed convert – roofing marketing is more complicated than just ranking on page one for “roofing ______” (insert your location here).
Naturally, you should also be tracking the above key performance indicators or SEO KPIs for roofers in Google Analytics and Google Search Console – both of which are free to install on your site – on a regular basis as well.
Setting up weekly and monthly reporting can be a good way to keep a close eye on your SEO efforts whether you are performing search marketing yourself in-house or working with an SEO consultancy or SEO agency with expertise in construction and roofing verticals.
How Long Does Roofing SEO Take?
Of course, one of the first things that you do before you launch any marketing campaign is set goals and timelines for achieving results.
And with search engine optimization, it is important to understand that you are somewhat at the whims of the search engines and their algorithms – SEO is not as straightforward in regard to placement as SEM or buying paid ad spots in any medium.
Accordingly, it can take anywhere from 1 -2 years to rank for a variety of search terms that are relevant to your location if you have a brand-new domain and web presence that you need to build up and develop brand awareness, gather reviews and testimonials, and similar roofing contractor marketing activities.
However, optimizing an older website (whether one you already owned and used previously or one that you bought used with some history – on the web a “used” website with a positive history or domain authority can be more valuable than a brand-new site, as opposed to things like cars or say, roofing equipment) can take a shorter amount of time, and smaller, less competitive markets can be easier to rank in for “google roofing” related keywords and phrases.
What’s more, if you already have positive reviews and examples under your current business name or ones under an older name that you can convert, all the better in regard to timing and SEO improvements in general, since you are not starting at zero.
It’s also worth to note, your location matters.
Major US cities have more roofing-related search volume, but also have more competition.
If you are working with an experienced SEO company, they should be able to give you some basic insights on how competitive your market really is.
And for obvious reasons, they should never guarantee you rank placement of any sort.
Lastly, but most important – choosing the right SEO company is the absolute most important factor in making an investment in SEO for roofing companies.
On average, and SEO campaign takes at least 6 months to see any type of results.
There are exceptions to this curve (like existing authoritative websites that have technical issues), but 6 months into a SEO campaign with an SEO company that can’t show results can set you back for the next year’s roofing season.
Quick Hits: How to Improve Your Roofing Site’s SEO ASAP
While search engine optimization is a lengthy process, there are some things you can do that can make a big impact in a relatively short time, especially if you haven’t done a lot of SEO work in the past.
The biggest SEO change you can make is performing all the on-site techniques if you haven’t already seeded your site with keywords and filled in all the title tags, alt tags, meta descriptions, H1s, and more.
Ensuring that the information architecture is on point and that you have the appropriate information, about us, and location pages also makes a big difference, as does accurately filling out and claiming all the necessary listing pages on places like Google My Business, Bing Places, and the various review sites that are relevant to your industry and location.
Search engine optimization is one of the most important ways you can get the word out about your roofing or contracting business and it can often be one of the simplest, if done properly.
So go forth, optimize, and prosper!
And if you’d rather outsource the roofing SEO and roofing marketing ideas, contact our Chicago SEO experts and content marketing services and take advantage of our deep experience in the roofing and construction industries today!
If you aren’t ready to hire an SEO company yet, read up on our latest SEO techniques that gives you a play by play on how to do SEO for beginners and advances users.