Local SEO For Roofers: The Definitive Guide To Ranking Locally in 2019

Local SEO For Roofers: The Definitive Guide To Ranking Locally in 2019

Do you want to get your roofing company ranked in Google’s map pack and local search results? This guide covers everything you need to know about Local SEO For Roofers!

Local SEO For Roofers: The Definitive Guide To Ranking Locally in 2019

46% of Google Searches Are Local and 92% of searchers will only pick businesses on the first page of local search results. Source

Google wants local businesses to reap the benefits of local SEO

With this guide to local SEO for roofers, you can ensure that your roofing company will be found when your target customers search online.

What is Local SEO for Roofers?

Local SEO for Roofers involves optimizing your website and online properties to make it easier for nearby customers to discover your business.

In order to deliver the most relevant local results to users, search engines rely on signals from Google My Business, Citations, Links, Social Signals, and Proximity to the searcher.

When I talk about local SEO, I’m referring to searches that are localized.

Local searches usually focus on a specific location, such as:

  • “Roofers Near Me”
  • “Roofing Services Near Me”
  • “Roofing Contractor Near Me”
  • “Roofers in [City Name]”
  • “Roofing Services in [City Name]”
  • “Emergency Roofer in [City Name]”

What are Local SERPs?

The primary aim of Local SEO is to get your business to show up in Google’s Map Pack (a.k.a. “Local 3 Pack”) or the localized organic search results.

What are Local SERPs-Google Map Pack & Organic Results

BrightLocal studied Local Services Ads (LSA’s) to determine the impact they have on click-through rates. 

They found that with or without the LSA’s present, the overwhelming majority of users prefer the map pack and organic results.

Specifically, 28-32% of clicks go to the local “map pack,” and 44-51% go to the organic results.

What’s my point?

Searchers IGNORE ADS!

LSA & PPC Ads get 25-percent of clicks

They prefer organic results.

Users prefer organic results over Ads

Local SEO also comes into play when people search in Google Maps:

Google Maps search for "Roofing Contractor Scottsdale Arizona"

As you might expect, Local SEO has a significant impact on Mobile Results:

Local Mobile search results on Google

As well as the “Knowledge Panel”: 

With Local SEO Google uses the GPS in your phone to identify your location in order to return the most locally relevant results.

What Influences Local SEO For Roofers?

According to Moz’s local SEO study, the local organic results and local map pack are influenced by different factors.

Map Pack Ranking Factors:

Local Map Pack Ranking Factors

As you can see, at 19% Google My Business is the most important factor in determining who shows up in the Map Pack.

Following closely behind are: Links, On-Page, Citation, and Review Signals.

Localized Organic Ranking Factors:

Local Organic Ranking Factors

Coming in at 28%, Link Signals are the most important ranking factor of the organic results. 

Keyword Research For Roofing Local SEO

Keyword Research For Roofing Local SEO

Finding local keywords that you can target isn’t rocket science. 

I’m sure you know the roofing business inside and out.

Brainstorm a list of words or phrases that people enter when they need roofing services. 

1. Roofing-Specific Keywords

What will people type into search engines to find your business?

Put yourself in your customers’ shoes

Come up with a list of 20-50 keywords and phrases.

Below are some examples: : 

  • Roof
  • Roofer
  • Roofing
  • Roof Repair
  • Flat Roof Repair
  • Roofing Service
  • Roof Maintenance
  • Roofing Estimates

2. Find Keyword Modifiers

Keyword modifiers are adjectives, adverbs, and any other words that people add to their main search query in order to get more relevant and specific results.

Adding keyword modifiers to your main keywords will produce long-tail keywords.

Let’s say your main keyword is “Roof Repair Services.” 

In the long tail keyword “Best Roof Repair Services in Phoenix, AZ”, the keyword modifiers are:

  • Best
  • In Phoenix, AZ

Here’s another example:

Let’s say your main keyword is “Residential Roofing Contractor.” 

In the long-tail keyword “Cheapest Residential Roofing Contractor Near Me.” The keyword modifiers are:

  • Cheapest
  • Near Me

3. Find Local Roofing Keywords

Local keywords often include a location like, “Roofing Contractor Phoenix.”

Think of the different areas that you service and where your customers come from.

You go to your customers to deliver services.

Include those cities, towns, counties, etc. in the content on your website and blog posts.

The following are examples of localized keywords:

  • Greater Phoenix Roof Repair 
  • Scottsdale Foam Roof Installation
  • Best Roof Repair Services Scottsdale
  • Commercial Roofing Contractor Central Phoenix
  • Paradise Valley Roof Replacement Cost

Use KWFinder to Find Local Roofing Keywords

In KWFinder, type in a roofing keyword > enter your location. 

KWFinder-Type Roofing Keyword & Choose Location

You can see how difficult the keyword would be to rank for, their monthly search volume, and search trends of individual keywords.

KWFinder-Related Keyword Suggestions

One of the reasons KWFinder is my favorite tool for keyword research is its user-friendliness.

To see a list of keywords pulled from Google’s auto-complete click “Autocomplete.”

KWFinder-Keywords from Autocomplete

Click on “Questions” to see a list of questions that include your roofing keyword.

KWFinder-Questions that include your roofing keyword

Keyword research for roofing local SEO isn’t much different from keyword research for conventional Roofer SEO.

That said, there are certain aspects that are evolving. 

Voice Search Keywords For Roofers

Voice Search Keywords for Roofers

Most people have had the experience of searching by voice, using Siri, Google Assistant, Alexa or Google Home. 

“By 2020, between 20 and 50 percent of all searches will be voice-initiated.”

What does this mean?

You need to start thinking about best practices and techniques for optimizing content for voice search & virtual assistants.

The hands-free nature of voice search means it’s likely to become the primary avenue for executing local searches.

For a lot of people, typing on their smartphone is a hindrance. 

It’s easier to say “Hey Google, find a roofing contractor near me” or “Hey Alexa, find a residential roofing company near me.”

Thus, it isn’t surprising to see a rise in local queries based on conversational voice searches.

Voice Search Optimization for Roofers

Voice Search Optimization For Roofers

Back in the day, “local” searches meant city and state.

To find a Roofer in Phoenix, Arizona, you’d Google something like this:

Roofing Contractor Scottsdale, Arizona Google search

The way we conduct local searches has evolved quite a bit over the last few years.

The ubiquity of smartphones and voice assistants has led to an explosion in  “___ Near Me” searches. 

This means you NEED to optimize around terms that voice searchers use.

For example, I live in Phoenix, AZ. Let’s say my roof was damaged in a storm.

Being the tech-obsessed millennial that I am, I don’t like to type. It makes my delicate fingers ache. 🙂

Instead, I use the Google app to search for: “Roofing Contractor Near Me”.

Instantly, I have a list of Roofing Contractors in Phoenix: 

Google Voice Search-"Roofing Contractor Near Me"

Businesses that are properly optimized for these types of hyper-local searches will rank best. 

(Which means more delicate fingered millennials contacting your roofing company!)

Google My Business For Roofers

Google My Business is hands-down the most important listing for your roofing company.

If you could only do one thing for local SEO, it should be this!

Your roofing company’s Google My Business listing is where Google gets information about your business to display in Google Maps and the Knowledge Panel.

Claim > Verify > Optimize Google My Business 

In the images below I use the Google My Business iPhone App to walk through the steps of registering your roofing company.

Google My Business iPhone App-Start screen

Step 1 – Enter the name of your roofing company.

GMB Step 1-What's the name of your business?

Step 2 – I recommend saying “Yes,” even though you don’t have a place for customers to visit.

From what I’ve seen Google tends to favor businesses that display more information in the SERPs (Search Engine Results Pages).

GMB Step 2-Do you want to add a location customers can visit, like a store or office?

Step 3 – Enter your roofing companies address.

GMB Step 3-Enter your address

Step 4 – This one seems obvious, but nevertheless… Say “Yes.”

GMB Step 4-Do you also serve customers outside this location?

Step 5 – Add your roofing companies service areas.

GMB Step 5-Add Your Service Area Locations

Step 6 – Choose the category “Roofing Contractor.”

Once your account is verified, you can add additional categories.

GMB Step 6- Choose "Roofing Contractor" as a Category

Step 7 – Enter the contact details that you want Google to show customers in the map pack and the knowledge panel.

GMB Step 7- What contact details do you want to show to customers?

Step 8 – Click “Finish” and Google will send you a postcard with a verification code that you’ll use to complete the signup process.

GMB Step 8-Finish and Verify this business

Complete Your Google My Business Profile in Full

When filling out your Google My Business listing remember to incorporate relevant terms specific to roofing.

Include descriptions of the roofing services you offer and provide answers to any questions Google asks about your business.

Set your business apart from other roofing companies by including videos in your listing.

Videos deliver a better user experience.

Google My Business – “Posts” For Roofers

Google My Business has a “Posts” feature that’s similar to social media.

You can use “GMB Posts” to promote your roofing business and roofing services. 

Google My Business-"Posts"-What types of posts can you create?

What types of Posts can you create?

1) What’s New – Standard Post Type with Image/Text/Button

2) Product – Posts that emphasize a specific product your business sells.

3) Offer – Create an offer with image, title, start/end dates, coupon code, a link, and T&C.

4) Event – Create an event with an image, text, title, start/end dates, and CTA Button

Google My Business – “Question & Answers”

Do you ever find yourself answering the same questions from customers over and over?

Google My Business can help. 

The platform allows you to add a “Questions and Answers” section where you can address the most common questions asked by customers.

Google My Business-Questions & Answers

Local Citations For Roofers

Citations play a major role in local SEO for roofers. 

Local and niche citations essentially tell Google what you do and where you’re located.

Citations are a key component of the ranking algorithm. 

What Are Citations?

Citations are any mentions of your roofing company online. 

They are commonly referred to as “N.A.P.” (Name, Address, Phone Number).

There are two types of citations:

  1. Structured Citations: Yelp, Angie’s List, Home-Advisor, Foursquare, Facebook, etc.
  2. Unstructured Citations: A mention of your business in a blog post, news article, etc. 
There are two types of Local Citations: Structured & Unstructured

Why Are Citations Important For Roofers?

Citations are important for roofers for a number of reasons. The two most important are Google and your customers.

1) Google – To learn more about your Roofing Company, Google references roofing and home-service directories to see:

  • Correct Contact Info
  • List Of Your Services
  • Reviews

2) Customers – Your target customers look for the best roofers in their area using local directories and other sites with business listings.

NAP Consistency

Make sure when adding new local/niche citations that your NAP is EXACTLY as is it is on your Google My Business listing.

NAP Consistency Affects Local SEO Rankings

Local citations help Google locate your roofing company based on the number of local citations that show the correct NAP information. 

The more consistent local citations Google sees, the more it’s going to associate your business and its services with that specific location.

According to Myles Anderson, inconsistent citations is the #1 issue affecting local SEO for small businesses.

How To Check Your NAP Consistency?

You can check your NAP consistency with Moz Local.

Moz Local Citation Checking Tool

Moz Local is a Free tool that can check for incomplete, inconsistent, and duplicate listings on the most popular citation sites.

Moz Local Citation Check Results for Apex Roofing & Restoration

The results provided by Moz local consists of the top indexing platforms such as Facebook, YP, Yelp, Google My Business, etc.

Moz Local Citation Improvement Recommendations for Apex Roofing & Restoration

How Many Citations Do Roofers Need to Rank?

According to BrightLocal, construction and roofing businesses have an average of 64 citations.

The median number of citations for construction and roofing businesses is 98.

How many citations to Roofers need to rank?

There is a strong correlation between the number of citations a business has, and how high it appears in Google’s search results. Construction & Roofing businesses that rank in positions 1-3 have an average of 73 citations. Source

Correlation between Number of Citations and Local Rankings

How To Build Citations For Roofers

When building out local citations for your roofing company, make sure that you’re filling out the profiles completely. 

Consistency is key! Be sure to enter the SAME information in each profile.

The lists below are of the top citations for roofers to improve their rankings in local searches.

The Best Citations for Roofers to Improve rankings in Local Searches

The following lists show the top citations for different cities. 

The Best Citations for Roofers in Phoenix, Arizona

Optimize Your Roofing Website For Local Searches

With local SEO for roofers, there are a few areas of your website that are extremely important to optimize.

Deliver a Positive User Experience

Your website is often the FIRST impression people will have of your roofing company.

Google looks at how users interact with your website.

If people are sticking around, and consuming your content, “Dwell Time,”  Google will reward you with better rankings.

User-Friendly Website Can Help With Local SEO for Roofers

Users rely on your website to get in touch with you, request an estimate, or schedule you for roofing services.

Considering how much competition roofers face online, ensuring that when users arrive on your site, they stay is imperative.

What Is Dwell Time?

Dwell Time refers to how long a user spends on a page from the search results before returning to the SERP (Search Engine Results Page). 

Let’s illustrate this with an example.

Say a potential customer searches “Roofing Contractor Near Me” on Google. 

Google search for "Roofing Contractor Near Me"

In the map pack is three roofing companies: yours in the middle and competitors above and below you.

To the searcher, the roofing company at the top of the Map Pack looks good.

So they click on it.

Click on First Roofing Business in Map Pack

But when they arrive on that roofer’s website, they discover that it’s NOT user-friendly.

The content isn’t helpful, and the website is slow.

Website not user-friendly = Content Not helpful & PageSpeed Slow

So after 6 seconds, they click back to the results.

After 6 seconds - they click back to the search results

Their Dwell Time was 6 seconds.

Their brief visit clearly indicates to Google that they weren’t satisfied with that result. 

Now, they click on Your Roofing Company in the map pack.

Return to search results-User clicks on your roofing company in the map pack

This time, your website is fast, easy to navigate, and the content is helpful. 

In other words, your roofing website is user-friendly.

Website is user-friendly = Content is helpful and PageSpeed is Fast

And they spend 6 minutes and 14 seconds reading the content… then click back to the results. 

6 Minutes 14 Seconds spent reading all the content

The long dwell time is indicative of a positive user experience.

As people continue spending a long time on your roofing website, Google will boost its rankings. 

Long Dwell-Time from a lot of users on your roofing website = Rankings Boost

How To Improve User Experience

By making your website SEO-friendly, you’ll also be improving the areas that negatively affect user experience.

If your website is difficult to use, visitors will NOT stick around.

They will leave and find another one. 

Local Mobile SEO For Roofers

Local Mobile SEO For Roofers

Mobile has changed the world. 

Today, everyone has smartphones with them, constantly communicating and looking for information. 

In fact, 62% of traffic now comes from smartphones and tablets.

Having a mobile-friendly website is a critical part of your roofing company’s online presence.

If you haven’t made your website mobile-friendly, you should. 

The majority of users coming to your site are likely to be using a mobile device.

69% of smartphone users also say that they are more likely to buy from companies with mobile sites that easily address their questions or concerns. Source

In order to improve the user experience, ensure that your website is mobile-friendly.

Mobile-Friendly Website offers a better user experience

The following are mistakes to avoid when making your site mobile-friendly.

  • Text that is unreadable or pictures that are indecipherable without zooming or scrolling
  • Tap-targets that inadequately spaced
  • Unplayable content

To test your site’s mobile-friendliness, you can use Google’s “Mobile-Friendly Test.”

Google’s Mobile-Friendly Test For Roofers

The tool will tell you if the webpage you tested is mobile-friendly and what you need to fix to improve it’s mobile-friendliness.

Another option is to head to Google Search Console:

On the left click > “Mobile Usability.”

Google Search Console Menu-Mobile Usability

It will tell you which pages (if any) Google considers to offer a bad mobile user experience:

Google Search Console - Mobile Usability Report

Optimize Your Roofing Website For Speed

We live in a fast-paced and impatient world.

Which means people don’t like waiting around for a webpage to load.

Mobile PageSpeed Optimizations

Google is in the business of delivering high-quality and valuable content to searchers.

Your site might be full of amazing content, but if it takes forever to load, users won’t stick around long enough to find out.

PageSpeed is a direct ranking signal.

And that’s why you need to make sure that your important web pages are optimized for PageSpeed.

Once again Google provides tools for testing your site’s speed.

Local On-Page SEO For Roofers

Most on-page SEO best practices still apply when it comes to local SEO:

  • Roofing Keyword + Location in H1
  • Roofing Keyword + Location in Title Tag
  • SEO-Friendly URL
  • Target Roofing Keyword within first 150 Words
  • Roofing Keyword + Location in Meta Description
  • Use Primary Roofing Keywords & LSI’s in Image Alt Text
Local On-Page Optimizations For Roofers

Set-Up Service Area Pages

As a service area business (no store-front), roofers must go to the customer. 

You might serve a 25-mile radius around your city.

If you want to rank in Google’s localized organic results outside of the city where your office is located, you’ll need to create “location pages” or “city pages.” 

Service Area Pages on Roofing Website Menu

These are unique pages of content that revolve around a different city and the services you offer. 

For example, your locations pages could look like this:

  • yourroofingwebsite.com/phoenix
  • yourroofingwebsite.com/tempe
  • yourroofingwebsite.com/scottsdale
  • yourroofingwebsite.com/chandler
  • yourroofingwebsite.com/gilbert

Keep in mind, it’s 2019, and Google is smart. You cannot just copy your content over and over and over and change out the city each time. 

It just simply doesn’t work anymore. 

Each location page needs to have unique and original content about your roofing services and the city. 

Service Area Pages on roofing website with unique content

Listing the cities you service is important as it allows your website to rank in multiple locations without requiring a physical presence.

Set Up Individual Service Pages

In addition to the location pages described above, your roofing company’s website needs to have individual pages for each roofing service you offer.

Setup Individual Service Pages

Not only will this allow you to create more content, but it will make for a better user experience.

Cramming every service you offer onto a single page forces users to spend time trying to locate the service they’re interested in.

Create location-based service pages such as “Phoenix Flat Roof Installation” to rank for both the location and service you provide.

  • yourroofingwebsite.com/phoenix/roof-repair
  • yourroofingwebsite.com/phoenix/roof–replacement
  • yourroofingwebsite.com/phoenix/flat-roof-installation
  • yourroofingwebsite.com/scottsdale/roof-repair
  • yourroofingwebsite.com/scottsdale/roof–replacement
  • yourroofingwebsite.com/scottsdale/flat-roof-installation
  • yourroofingwebsite.com/tuscon/roof-repair
  • yourroofingwebsite.com/tuscon/roof–replacement
  • yourroofingwebsite.com/tuscon/flat-roof-installation

Keyword Placement

Using your primary keyword, as well as synonyms and LSI Keywords in specific areas of each webpage is extremely important.

Title Tags – Include Roofing Keyword + Location

Title tags are the most important part of on-page optimization

In the search results, title tags are the blue link above the URL and Meta-Description. 

Primary keyword and location in title tag

To avoid the title tag being truncated in the SERPs it should be between 50-65 characters.

Below is an example of a locally optimized title tag for roofers.

Locally Optimized Title Tag, URL and Meta-description in SERPs

Meta Descriptions – Include Roofing Keyword + Location

Meta-Descriptions appear as the grey text under your title tag and URL in the search results.

Google bolds keywords in your meta-description, making them stand out in the SERPs.

Keywords in Meta-Description are made Bold in the search results

If you don’t set a meta-description for a page, Google will use content from the page. 

If you’re unsure what to write, perform a Google search for the keyword that you’re targeting.

Check out the meta-descriptions of the pages that are already ranking.

Meta-Description Best Practices for roofers

Local SEO-Friendly URLs

Local SEO Friendly URL example for "Phoenix Roof Repair Services"

URLs appear in green and are sandwiched between the title tag and meta-description in the search results.

Local SEO-Friendly URL structure

Google uses your URLs to help determine what your page is about.

Local SEO-Friendly URLs are so important that Google dedicated an entire section of their Search Engine Optimization (SEO) Starter Guide to them.

Include Location in your URLs

Structure Your Content

Headings and Subheadings should be used to structure your content in an informational hierarchy.

Local Keyword Optimized Headings & Sub-Headings

Remember to include your keyword, location, synonyms, and LSI keywords in your headings.

Schema Markup For Roofers

This topic can be confusing. I’ve included several images and graphics that I hope will make it easier to understand.

As you’ll see below, adding schema to your website can increase organic click-through rates,  which means more website traffic.

What is Schema Markup?

Schema Markup for Roofers helps search engines like Google better understand what web pages and websites are about.

With schema, search engines are able to identify location-based structured information such as:

  • Addresses
  • Dates of Events
  • Phone Numbers
  • And Other Information

This information is taken from your website and displayed in the search results as rich snippets, reviews, answer boxes, video carousels, etc.

Let’s say you just published a blog post on the “How to fix a leaky roof in 7 steps.”

Blog Post: How To Fix A Leaky Roof In 7 Steps

Schema markup tells search engines:

  • “The repair takes 60 minutes”
  • “These are the tools required”
  • “This is a picture of the finished project”

Hopefully, Google will show off this data in the search results as a Rich Snippet:

"How To Fix A Leaky Roof in 7 Steps" Rich Snippet In Google SERPs

For more information regarding schema, check out Google’s Structured Data Guidelines.

What Are The Benefits Of Schema Markup For Roofers?

Schema markup throughout your roofing website can help with:

  • Click-Through Rate: More users clicking on your site
  • Organic Visibility: Increased visibility in local organic results & map pack
  • Traffic Relevance: Better quality traffic means higher potential for conversions

Schema Markup for roofers will help search engines display additional information in search results. 

Rich Snippets Stand Out in SERPs

Roofing Rich Snippets

Below are some examples of “Rich Snippets” in the search results. 

Reviews

Review markup enables Google to display Aggregate Review Rating in the search results. 

Roofing Website Snippet with Aggregate Review Rating In SERPS

Video

Search engines can’t ‘Watch’ videos. Video markup helps them understand what your video content is all about.

"How To Repair A Leaky Roof" Video Rich Snippet in SERPs

To find out more about Schema Markup for roofers visit Schema.org/RoofingContractor.

How To Test Your Site’s Schema Markup

Just like with the Mobile-Friendly Test, Google provides a tool that you can use to test the schema markup on your website.

It’s Google’s “Structured Data Testing Tool.” 

To test a webpage, enter the URL > Click “Run Test.”

Google Structured Data Testing Tool

On the left is the HTML code of the webpage.

On the right, is a list of the structured data present on the page.

Structured Data Test Results

Errors and/or warnings are clearly visible.

Structured Data Errors & Warnings

How To Implement Schema Markup

To implement schema on your website I recommend “Schema Pro”  by BrainStormForce

Schema Pro By BrainStormForce

The plugin makes it easy to implement schema markup on your website.

Embed A Google Map On Your Roofing Website

Embedding a Google Map on your website helps improve the user experience and Google’s understanding of your location.

Google Map Embed & NAP Info in Website Footer

There are a few places you can embed a Google Map on your site:

  • Your Site’s Footer
  • Contact Us Page
  • Service Area Pages
  • Optimize For Conversions

Display Awards & Certifications Prominently

If your business has been recognized by trusted and reputable organizations incorporate it into your website.

Industry-Specific badges and badges from prominent review sites are a great way to provide social proof.

Industry-Specific Awards & Recognition on Roofing Website Homepage

Visitors to your website are looking for signs of credibility. 

The logo of a well-known and trusted 3rd party will serve in establishing credibility.

Arry’s Roofing have their certifications and logos from their partners displayed prominently on their homepage.

Display Certifications & Affiliations on your homepage

Use Photos & Videos

A great way to convey trustworthiness to prospective customers is through photos or videos of you, or your employees working.

This gives people a sense of what to expect when they hire your company. 

American Solar & Roofing has a gallery of their recent projects.

Showcase Recent Projects on your roofing website

As you can see they take very high-quality photos, which has its benefits but isn’t necessary.

Your average smartphone camera is plenty powerful to take great photos of your roofing jobs.

Including a picture of you and your employees on your website can help humanize your brand, and will help increase customer trust.

Picture of roofing company owner & family on homepage of website

Arry’s Roofing has a video on their homepage that talks about the company and the values they uphold.

Arry’s Roofing has a Video on their homepage

Include Clear Calls-To-Action (CTA)

Getting website visitors is great, but you want them to convert!

Make it as easy as possible for visitors to take the desired action.

Include Clear Calls-To-Action (CTA)

Display your phone number as a clickable link clearly and prominently.

Anyone visiting your website on their phone can simply tap your phone number.

Display Phone Number as a clickable link

Use CTAs to tell visitors what to do (call you, request a quote, etc.)

Use Clear Calls-To-Action on your roofing website

Display Reviews & Testimonials

Reviews are the single most powerful source of social proof you can display on your website. 

91% of 18-34 yr old consumers trust online reviews as much as a personal recommendation. Source

Including reviews from third-party websites will help establish trust and improve conversions.

Reviews displayed on Apex Roofing’s Homepage

Consumers rely on reviews, reading an average of 10 online reviews before feeling able to trust a local business.

Reviews Of Your Roofing Company

Acquiring reviews is one of the most important aspects of an effective Local SEO strategy.

Reviews of your roofing company

According to Bright Local, it’s estimated that 92% of consumers read online reviews and 68% state that positive reviews influence their feelings of trust in a business.

How Do Reviews Impact Local SEO For Roofers?

Reviews great for establishing trust and credibility.

They are like word-of-mouth recommendations. 

More importantly, they can positively affect your Local SEO.

Surprisingly, only 13% of small business ask for reviews while 75% of customers reported being willing to write a review.

It’s pretty clear from those numbers that to get more reviews for your roofing company… you just have to ask!

Ask Your Roofing Customers to leave a review

How To Get More Reviews For Your Roofing Company

1. Ask for Reviews in Person 

This is the best time to ask for a review. Give them a business card with the steps for leaving a review.

2. Ask for Reviews in a Follow-Up E-Mail 

After completing a job, you can send an email thanking them for their business and asking for a review of their experience. Include a link to your Google, Facebook, or Yelp.

3. Tell them to Search on Google: 

After your Google My Business listing is verified, your business will show up for branded searches on the right-hand side of the search results in what’s known as the “Knowledge Panel.”

Knowledge Panel for Alpha Elite Roofing-“Write A Review”

It has all of your business information and it also has a spot where customers can leave a review for your roofing company.

All they have to do is click on “Write A Review” and this box will pop up.

“Write a Review” Popup for Alpha Elite Roofing

Responding To Reviews

Responding to reviews is an essential part of local SEO for roofers.

If possible respond to every review, even the negative ones.

The reason you respond to negative reviews is to win over anyone that reads your reviews. 

Roofing Company Responding To Google Review

Having negative reviews isn’t necessarily bad.

A business that only has all five-star reviews looks too good to be true.

Negative reviews present an opportunity to showcase your empathy and professionalism.

Local Off-Page SEO For Roofers

Overall, the aim of local off-page SEO for roofers is to increase brand awareness and increase your website’s authority. 

Local off-page SEO consists of building local backlinks and social media marketing.

Local Link-Building For Roofers

Link building is an essential part of SEO.

Google counts backlinks as one of the cornerstones of a successful SEO strategy.

There are many different types of links, and while links from high authority sites do benefit your rankings, there is a lot of competition for these types of links.

But what about acquiring and earning links for local roofing contractors?

What about building locally relevant links?

What Are Local Backlinks?

Local backlinks are links from other local websites that point to your website. 

What Are Local Backlinks?

Regular Backlink vs. Local Backlink? 

Local links differ from regular backlinks in that they are specific to a particular city.

With local SEO for roofers, backlinks from high-authority websites aren’t as important as they are with organic SEO.

Local Backlinks vs. Regular Backlinks

For example, a roofer in Phoenix, Arizona might have some local links from a local Phoenix newspaper, a local roofers association, and a few other businesses in Phoenix.

Those local backlinks would provide more local SEO value than several links from non-local websites.

Why Is Local Link-Building Important For Roofers?

Most small business websites have few if any backlinks.

This means that by acquiring a few locally relevant links can have a significant impact on your ranking in local search. 

Hyper-Local Links Boost Local Rank

The primary reason for building local backlinks is to build relevance for your website towards its locality.

How To Build Local Backlinks For Roofers

1. Local Sponsorships

For a relatively small amount of money, you could sponsor a little league team, conference series, high school sports teams, charities, plays, races, etc. 

Most of these local organizations have a website and get news coverage leading to higher authority local websites. 

Local Link Building Strategy - Sponsorship

Instead of getting your logo on a banner or a plaque that will end up collecting dust on a shelf, ask for a link instead.

To find local sponsorship opportunities for your roofing company, you can use the following search operators on Google:

  • inurl:sponsors “City Name”
  • intitle:sponsors “City Name”
  • intext:sponsors “City Name”

 Obviously replace “City Name” with your town or city.

Google Search Operator: "inurl:sponsors "Phoenix"

2. Host A Local Community Event

Hosting local events is a great way to build your brand. 

Anything from workshops to speaking events. 

Hosting an event is a great way to get people to know more about your roofing company in the community and a great opportunity to get backlinks to your site.

Links from local events are beneficial because the links are:

  • Geo-Specific
  • Somewhat easily attainable
  • Can include NAP information
  • Diverse

For a detailed guide on how to execute local events, I recommend Moz’s guide

3. Local Discounts

Offer a discount on roofing services to whoever you want. 

Military, Teacher, Senior discounts are common but you can get creative & offer discounts to other groups as well. 

Offer Local Discounts - Local Link Building Strategy for Roofers

Use search operators to find places that are already listing discounts. 

“City inurl:military, discount.” So you might look for “Scottsdale inurl:members, discount” or “Scottsdale inurl:discounts, list” & find opportunities like these:

  • https://www.offers.com/blog/post/military-discounts-guide/
  • https://scottsdalechamber.com/members/membership-information/
Using Google Search Operator: “City inurl:military, discount”

You can list your roofing company as a provider of these discounts & gain a link back to your site.

4. Business Associations

Links and citations from industry-specific business associations are not only valuable but also easy to get. 

Business associations like the “Arizona Chamber of Commerce & Industry” in the image below provides a powerful, trustworthy, relevancy signal that will boost your local SEO.

Arizona Chamber of Commerce & Industry Website

5. Local Meetups 

Local meetups are a great way to establish business connections and find highly relevant local backlink opportunities.

Attend Local Meetups or Offer to Host one

If you can find a group that doesn’t have a place to host their meetup, offer them one. 

6. Local Interest Resource

This could be anything from a hyperlocal news site, sports coverage nightlife, etc.

If you make a good resource, you should gain natural links & traffic from your area once people begin to find it (if you build it, they will come). 

Create a Local Resource Page to attract local backlinks

Localized Facebook ads can help speed awareness up.

7. Facebook “Like” Drive

This can get you a backlink from a local charity with a high-authority website.

The idea is to pledge money for every “Like” your Facebook page gets within an allotted time.

I recommend setting a cap for the maximum amount to protect yourself like “up to $1,000.”

Run the campaign for 30 days and promote it as much as you like in order to get more Likes. 

Local Link Building Strategy for Roofers-Facebook “Like” Drive

Be sure to tag the charity’s Facebook page when you announce it on your own page to draw the attention of the charity organization’s audience. 

To get a link from the charity organizations website, write an announcement for their blog or simply asking them to link to you. 

8. Local Crowd Sourcing

Get a group of local influencers together and ask them their opinions on something community-related. 

Compile their responses into a blog post on your site.

Ask them for a link, and to share and post your content on their social media channels.

You likely won’t even have to ask. They’ll probably promote it on their own.

Leverage Current Relationships

Assuming your roofing company has been a part of the local community for at least a little while, you’ve probably built relationships with other local businesses.

It’s best if the business is in the same or a similar industry (i.e. remodeling contractor). 

That said, links from businesses completely unrelated to roofing are still valuable because of their local relevance.

Now It’s Your Turn

So that brings us to the end of Local SEO For Roofers.

Now I’d like to turn it over to you: Which aspect of your Local SEO strategy will you focus on first?

Are you going to begin by setting up Google My Business? Or work on improving your website’s user experience?

Let me know by leaving a quick comment below right now!

To find out how Cre8tive Digital Media can help you to grow your roofing business, please Contact Us.

Check out our Local SEO Services!

2 thoughts on “Local SEO For Roofers: The Definitive Guide To Ranking Locally in 2019”

  1. One of the best, practical blogs I’ve seen not just on roofing SEO, but honestly SEO in general. This was extremely well put together, and thorough. For most contractors this should give them a really good baseline to move forward with. I also like that you included stats.

    The ONLY thing I have to disagree with you on, and I COMPLETELY get why you would say this (public facing, I would as well), is your comments on building local pages. There is no such thing as a duplicate penalty in local SEO, and the $$ is in the city & suburb pages. It just isn’t feasible to make unique city pages for every area. It’s better to build out one really good page, and swap out the city names, then it is to write 40 sub-par or spun pages. Just my $.02 – but test it out, and you’ll see it still works very well :).

    On an agency site I too would say that duplicate content en masse may not be the best idea, but the reality it is, it works darn well.

    Excellent blog.

    1. Hey Chad, thank you for commenting. I’m glad you liked the post! & you caught me in some hypocrisy lol! I know there’s no Duplicate Content “Penalty” and I completely agree with you on the feasibility of creating truly UNIQUE content on EVERY city page but if the content isn’t unique enough, you run the risk of Google potentially ignoring the city-pages. That said, it doesn’t take much effort to make your city pages unique enough… Google Map Embed, some City-Specific stats/facts/figures, Outbound links to City-Specific Resources, a Video with Keyword+Location in Title.

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