Roofing SEO: The Definitive Guide To Ranking #1 On Google [2019]


This is the most complete guide to Roofing SEO on the planet.

That’s not all!

I’m going to show you techniques, strategies, and best practices for roofing SEO that are working right now (in 2019).

In short: if you want your roofing website to rank higher on Google, you’re gonna love this guide!

Roofing SEO: The Definitive Guide To Ranking #1 On Google

Let’s get started.

Are you tired of your competitors stealing your customers? 

The best way to ensure that you are found when potential customers search for a roofer online is with SEO

What do your ideal customers do when they need to hire a roofer?

They search on Google for “Roofer,” “Roofing Contractor,” “Roofing Services Near Me,” etc.

Google returns a list of roofing websites and they choose one of the top results.

This guide will show you exactly how to ensure that your website is among those top results.

I also created the definitive guide to Local SEO For Roofers.

What is Roofing SEO?

Roofing SEO is the process of optimizing your website and online properties to improve visibility in Google’s organic (non-paid) search results.

The higher your website is, the more people see it.

If you prefer video over reading blog posts, you’re in luck. The video below covers (most of) what’s in this guide.

Put simply, SEO is about getting your roofing website to show up when people are looking for a roofer.

SEO or Search Engine Optimization consists of three distinct areas: Technical SEO, On-Page SEO, and Off-Page SEO.

Technical, On-Page and Off-Page SEO Venn Diagram

We’ll cover each of these areas in this post, but first, we’ll look at why roofing SEO is important.

Why is Roofing SEO Important?

In short, because everyone uses Google to answer questions, solve problems, and most importantly, to find and research businesses.

81% of people perform some type of online research before making a large purchase.”

Search Engine Optimization ensures that Google knows that your website is SEO-friendly and ranks it according to the value it provides to users.

Let’s take a look at just how valuable Roofing SEO is with an example…

Every month, “Roofing Contractors” is searched 49,500 times. 

Monthly Search Volume for “Roofing Contractors”

That’s a lot.

The first result on Google gets at least 20% of all clicks.

That’s 9,900 potential website visitors each month if you show up at the top.

Click-Through Rate For Ranking First On Google

But how much are those visitors worth? Let’s break it down.

On average, an advertiser would spend $25.27 per click.

What this means, is that the web traffic of those 9,900 visitors is worth around $250,173 a month.

Estimated Monthly Traffic For Ranking 1st on Google

Keep in mind, that’s just for that search phrase. Properly implementing Roofing SEO means you could rank for hundreds (if not thousands) of keywords.

In other industries, like insurance or law, the value of search engine traffic is a lot higher.

For example, the search term “Personal Injury Attorney” fetches a whopping $121 per click! 

Cost Per Click of “Personal Injury Attorney”

Organic vs. Paid Results

Search Engine Results Pages (SERPs) can be separated into two distinct sections: Organic and Paid Results.

Position of Organic VS. Paid Results in Google SERPs

Organic Results

The organic or “natural” search results are determined 100% by merit.

In other words, you can’t pay Google in order to rank higher in the organic search results.

Google uses over 200 different factors to determine the organic search results.

In general, websites appearing in the organic search results have been deemed by Google to be the most relevant, trustworthy, and authoritative on the topic.

Organic Results Are Generally Higher Quality than Paid Results

SEO” or “Search Engine Optimization” is about ranking your website higher up in the organic search results.

Paid Results

Paid search results are ads. They appear above and below the organic search results.

Google Pay Per Click Ads are ranked by the amount paid

Paid Ads are completely separate & independent of the organic listings.

In the paid results section, advertisers are “ranked” by how much they’re willing to pay for a single visitor from a particular set of search results (known as “Pay Per Click Advertising”).

Hopefully, I’ve conveyed the importance and value of SEO for your Roofing Company.

Let’s quickly take a look at how search engines work. Knowing this will provide some context for later on. 

How Search Engines Work

When you search on Google (or any search engine) there’s an algorithm that works in real-time to return the most relevant and helpful results.

Google scans “hundreds of billions” of indexed pages to find results that best answer your search.

So, how does Google determine the “best” result?

While Google’s algorithm is a closely guarded secret, based on filed patents and statements from Google, we know that rankings are largely based on: Relevancy, Authority, Usefulness.


If a user searches for “how to fix a leaky roof,” they don’t want to see web pages about patio furniture.

That’s why Google looks first-and-foremost for pages that are closely related to your keyword.

However, Google doesn’t simply rank “the most relevant pages at the top”. 

There are potentially millions of pages that are considered “relevant” for any given search.

For example, the keyword “roof repair” brings up 782 million results in Google:

"Roof repair" Brings up 782 Million results in Google

In order to ensure that the best results rise to the top, they rely on the other two components of their algorithm: 


Authority is just what it sounds like. This is Google’s way of determining if content is accurate and trustworthy.

So, how does Google know if a page is authoritative?

They look at the number of other pages that link to that page:

Authority judged by number of pages linked

(Links from other pages are known as “backlinks”)

In general, the more links a page has pointing to it from other websites, the higher that page will rank.

More backlinks; higher ranking


A piece of content may be relevant and authoritative, but, if it’s not useful, Google won’t place it at the top of the search results. 

Google has said publicly that there’s a distinction between “higher quality content” and “useful” content.

For example, let’s say that you search for “roof repair guide”.

The first result you click on (“Result A”) is written by the Bob Vila of roof repairs. The page is full of quality content, and a lot of people have linked to it. 

“Result A” - Unorganized content

However, the content is unorganized and full of jargon that only the most experienced roofers would understand.

Contrast that with another result (“Result B”).

It’s written by someone relatively new to roof repairs, and it only has a few links pointing to it.

However, this roof repair guide is well organized and easy to understand. 

“Result B” - Useful content

That page will be considered more “Useful.” Even though Result B doesn’t have the same level of Trust & Authority as Result A, it will still do well on Google. 

(In fact, it may even rank HIGHER than Result A)

Usefulness is determined largely by “User Experience Signals.”

In other words: how users interact with the search results. If Google sees that people really like a particular search result, it will get a significant rankings boost:

Positive user experience boosts ranking

Keyword Research for Roofing SEO

Before you can begin optimizing the technical or on-page areas of your website, there’s an important step that cannot be skipped.

Keyword Research.

What is Keyword Research?

Keyword research is the process of determining the words and phrases that people use in search engines.

Keyword Research For Roofers

Knowing the exact words and phrases that your customers use to search, means that you can create content around those terms. 

Why is Keyword Research Important for Roofer SEO?

Keyword research is a foundational step of any SEO strategy, and it impacts every other SEO task you perform. 

This is where you’ll figure out the words and phrases that your customers use to search.

That way you can rank your site for the things that your customers are already searching for.

Ideally, you want to find keywords that will drive business for your roofing company.

Now, let’s look at how to find keywords.

How to Find Keywords

There are plenty of techniques and strategies for finding keywords.

If this is your first time doing keyword research, I suggest keeping it simple.

Brainstorm a List of Topics

Here’s where you come up with a list of “Head” keywords.

Ask yourself: ”What topics do people search for that are related to roofing?”

A few that come to mind:

  • Roofer
  • Roofing
  • Emergency Roofer
  • Roofing Contractor
  • Roofing Service
  • Re Roof
  • Roof Repair
  • Roofing Services
  • Commercial Roofer
  • Commercial Roofing Contractor

Note: These are not your keywords. They’re very broad topics that you’ll ultimately use to drill down to specific keywords.

And that’s exactly what you’re going to learn how to do right now…

Find Keywords Using Google Suggestions

Google is GREAT for finding long-tail keywords. 

Now that you have a list of “Head” keywords, type each one into Google. 

Google Search For "Roofing"

And the suggestions will appear automatically.

Google Suggestions for the word “Roofing”

(Google’s suggestions are based on what people are searching for right now. So you KNOW they’re popular).

Find Keywords Using Google’s “Searches Related To”

Another great way to find keywords on Google is in the “Searches Related To” section that appears at the bottom of the search results. 

For example, let’s say one of your topics is “Roof Repair.”

Search for that on Google, and scroll to the bottom of the search results. You’ll find a list of 8 keywords that are related to your original search.

Searches Related To:  “Leaky Roof”

Just as with Google Suggest, these keywords are coming Straight From Google.

Keyword Research Tools

When conducting keyword research, I recommend using a keyword research tool.

While this isn’t required, it’ll make your job a lot easier. 

The following are the keyword research tools that I personally use and recommend.


This is hands down the best Free option for keyword research and it’s really easy to use. 

Keyword Research Tool: Ubersuggest

Ubersuggest works by generating keyword ideas from Google’s search suggestions. It also provides important metrics on each keyword like search volume, keyword difficulty, CPC, and more. 

Ubersuggest Keyword Metrics for "Roofing"

Answer The Public

Answer The Public is an awesome tool for generating long-tail keywords and questions. You just enter one of your head keywords and let the tool do the rest.

Answer The Public Search Results for the Keyword "Roofing"


KWFinder is my favorite tool for keyword research. I use the “Pro” version, which is around $50/month. 

KWFinder Keyword Research Tool

You can find a lot of really great keywords with KWFinder and the best part is it’s incredibly user-friendly.

It generates a ton of keyword suggestions and enables you to dig deep to find long-tail keywords pretty quickly.

KWFinder Search Results for "Roofing"

Aside from the keyword suggestions, KWFinder provides a “Keyword Difficulty” rating that makes it easy to quickly disqualify keywords that are too competitive. 

You can also look for the keywords your competitors rank for by simply typing their domain.

KWFinder Competitor Domain Analysis

Without getting into too much detail, when doing keyword research focus on keywords with a lower monthly search volume, as there will be far less competition.

How To Analyze Keywords

How do you know if you’ll be able to rank for a particular keyword?

That’s a good question.

The answer is to find a keyword with little to no competition.

Long-Tail Keyword vs. Short-Tail Keywords

If your website is brand new and therefore has no authority, you should focus on long-tail keywords.

You may be wondering…

What the hell are “Long-Tail Keywords”?

Let me explain.

Keywords can be divided into three main categories: head, body, and the (long) tail.

Long-Tail VS. Short Tail Keywords Graph

Here’s a breakdown of the three categories:

  1. Head – Also commonly referred to as “Short-Tail” or “Seed” Keywords. These usually consist of 1-2 words with a very high search volume… and competition. Examples of head terms are keywords like “Roofer” or “Contractor”.
  2. Body – Body keywords are usually 2-3 word phrases with a moderate search volume (around 2,000 searches per month). These are a bit more specific than Head Keywords. Examples of Body keywords are “emergency roofer” or “Phoenix roofing contractor.”
  3. Long-Tail – Long-tail keywords are long, 4+ word phrases that are usually very specific. Long-Tail Keywords have a relatively low search volume (between 10-200 searches per month). Examples of Long-Tail Keywords are “affordable emergency roofing services in Phoenix AZ” and “how to hire a Roofer for flat roof installation?” 

Important Keyword Metrics

Once you have a bunch of potential keywords to target, it’s time to narrow down your list.

You want to identify the keywords that will deliver the most value to you.

There are three key aspects to consider – popularity, difficulty, and relevance of the keyword.

To visualize this, try to think of these 3 metrics as being the 3 legs of a tripod. 

The Tripod Rule of Keyword Research

Why A Tripod? Because a tripod needs all three legs to maintain balance. 

Keyword Research - The Tripod Rule

The same applies to any keyword:

  • If a keyword has high search volume & low difficulty but it’s not relevant = You won’t rank.
  • Low difficulty & relevant but no search volume = No traffic.
  • If the keyword has high search volume & relevance, but also high difficulty = Too much competition.

Let’s take a look at each leg of the tripod in-turn.

1. Popularity (Search Volume)

Search volume refers to how many people search for a keyword on average during a given month. 

Monthly Search Volume for the keyword "Roofing"

2. Difficulty

Keyword difficulty is a metric that estimates how hard it is to rank for a certain keyword. 

The value is usually indicated on a scale from 0-100. The higher the score, the harder it is to rank for that keyword.

Keyword Difficulty in KWFinder

The difficulty metrics used in keyword tools take into consideration the authority of the websites ranking in the 1st SERP.

Relevance (User Intent)

One of the best ways to evaluate how difficult it will be to rank for a particular keyword is to analyze the SERPs. 

If you’re going to target a keyword, first, look at the websites that are already ranking for it.

For a website to rank at the top of Google, they have to be doing something right. 

Google’s search results will also help you identify the “User Intent” behind a keyword.

This way you can create content that fulfills the user intent. 

Fulfill User Intent = Boost Your Ranking

A keyword may be topically relevant to your page, but not relevant in terms of the user intent.

What is User Intent?

User Intent is basically the reason why a person conducts a specific search query.

  • What are they trying to accomplish by conducting a particular search?
  • Do they have a question they want to be answered?
  • Are they trying to find information about something?
  • Are they looking to make a purchase?

User intent is divided into 4 categories:

  1. Navigational – User is searching for a specific website or brand.
  2. Informational – User is searching for information. 
  3. Transactional – User is ready to make a purchase.
  4. Commercial – User wants to perform research before a purchase.
The Four Types of User Intent

The best keywords for you to focus your Roofing SEO Strategy around are those with Transactional Intent.

That said, it’s also important to target keywords with Informational Intent. 

These can be great topics for blog posts, and you can use them to establish your expertise in the Roofing Industry. 

Keywords That Signal “Transactional Intent”

When conducting searches with these types of keywords, the user typically intends to take action.

An example of a keyword with transactional intent is “Emergency Roofer in Phoenix AZ.”

Keyword "Emergency Roofer in Phoenix AZ" has Transactional Intent

In general, localized keywords structured like this: “Roofing Keyword + [Service Area Location]” is indicative of someone looking to hire a Roofer.

Keywords That Signal “Informational Intent”

Keywords with informational intent are often used when trying to learn about a subject.

For example, “How to fix a leaking roof?” or “what’s the best type of roof for Phoenix, AZ weather?”

Informational Intent "how to fix a leaking roof?"

These keywords make for great content topics that you can cover on your site’s blog or in an FAQ section.

Google Suggestions for Informational Intent Keyword

Providing helpful information to users that helps them solve their problems will build trust, as well as your authority.

Technical SEO For Roofers

Just as a house can’t stand without a solid foundation, your website won’t stand without solid technical SEO.  

Technical SEO is the structure of your website.

Without it, everything else falls apart.

Technical SEO is primarily about ensuring that search engines can find and crawl your website without issue. 

Google Search Console

The Google Search Console is a dashboard of your site’s health and performance in Google.

Verify Your Site in Google Search Console

To use the GSC, you’ll need to verify that you’re the owner of your site (Google calls sites “Domain Properties”).

Once you’ve verified ownership, you’ll have access to a powerful free tool that provides a ton of information about how your site is performing on Google. 

Google Search Console Start Screen

But that’s just scratching the surface.

Google Search Console (formerly “Webmaster Tools”) enables you to do the following:

  • Analyze Keyword Rankings
  • See Click-Through Rates (CTR) 
  • Check For Possible Google Penalties
  • Submit your Sitemap Directly to Google
  • See how many Pages are Indexed
  • Check Mobile Usability
  • See Site/Crawl Errors
  • See Structured Data Errors
  • Check Links (Internal & External)
  • And More

Google Analytics – Track Your Results

How do you know if all the effort you’re putting into SEO is actually working?

You can largely answer that question with a single tool: Google Analytics.

Google Analytics Start Screen

Google Analytics looks at the searches that bring people to your website.

You can see information about:

  • How you acquire users
  • Click-Through Rate
  • Where your users are located
  • What pages users visit
  • Session Duration (How long users stay on your site)
  • Bounce Rate
  • Top devices visitors are using


In order to rank your website, search engines spiders first need to crawl and index the content.

There are certain pages of your website that you don’t want to show in the search results.

For example, a downloads, thank you, or login page. These pages need to exist, but you don’t want people finding them in the search results.

You can use robots.txt to block search engine spiders and other bots from crawling them. 

Blocked Access = No Indexing by search engine spiders

Unless you know what you’re doing, I don’t recommend messing with your robots.txt file. 

It’s easy to make a mistake and block access to the wrong page, it’s going to hurt your search engine visibility. 

Poor accessibility lowers visibility

How To Check Accessibility

You can use the “URL Inspection” feature in Google Search Console to check if a page can be accessed by search engine spiders.

URL inspection feature – Google Search Console

XML Sitemaps

What’s A Sitemap?

A sitemap is exactly what it sounds like, a map of your website that helps search engines find, crawl and index all of your content.

Sitemaps also tell search engines when you’ve added new pages, and which pages on your site are most important.

How To Create A Sitemap

Creating a sitemap isn’t as hard as it sounds.

If you use WordPress, you can have the Yoast SEO plugin create an XML Sitemap for you.

Install Yoast SEO (WordPress)

Yoast SEO is the most popular SEO plugin for WordPress and it automatically takes care of some technical tasks that would otherwise be a pain in the a**. 

Yoast SEO plugin for WordPress

The main benefit of using Yoast to create your XML sitemap is that it updates automatically (dynamic sitemap).

Which means that whenever you add a new page to your site (whether it’s a blog post or a product page), Yoast automatically adds a link to that page to your sitemap file.

Submit Your Sitemap To Google

Submitting your sitemap is as simple as this: Login to your Google Search Console Account.

Then, go to “Index” → “Sitemaps” in the sidebar.

Google Search Console - Click On "Sitemaps"

If you already submitted your sitemap, you’ll see a list of “Submitted Sitemaps” on this page:

Google Search Console – Sitemaps

To submit a sitemap enter the URL and then click on “Submit.”

GSC - Add New Sitemap

And if everything is all set up, you’ll start to see information on your sitemap on this page under the “Submitted Sitemaps” section:

Google Search Console-Submitted Sitemaps

Use The Sitemap Report To Spot Errors

Once Google has crawled your sitemap, click on it under “Submitted Sitemaps”:

Under "Submitted Sitemaps"-Click on the Sitemap

If you see “Sitemap index processed successfully,” then you’re good to go.

Google Search Console - Sitemap Submitted Successfully

Mobile SEO For Roofing Websites

More web searches are conducted on mobile devices than on desktop or laptop computers.

Mobile-Friendly Website Features

Which is why Google implemented “Mobile-First Indexing” back in March 2018.

Mobile-first indexing — means that we’ll use the mobile version of the page for indexing and ranking, to better help our –  primarily mobile – users find what they’re looking for.

This means that the mobile version of your website is the “main” version that Google looks at. 

Google's Mobile-First Indexing Prioritizes Mobile-Friendly Websites

Therefore, if your site loads quickly on desktop, but is slow on mobile, Google will consider your site slow. 

Google Search Console provides information about your sites mobile usability and reports any issues.

Google Search Console Mobile Usability

Mobile-first indexing ensures that searchers can more easily find high-quality and relevant results.

To find out if Google considers your website mobile-friendly, you can use the Google “Mobile-Friendly Test.”

Google's Mobile-Friendly Testing Tool

Not only will the tool tell you if your website is considered mobile-friendly but also what you need to fix to improve your site’s mobile-friendliness.

Google’s Mobile-Friendly Test Results

If you’re truly serious about making your website mobile-friendly, you should consider implementing Google AMP or Accelerated Mobile Pages.

This will deliver a stripped-down version of your website to mobile visitors, at lightning speed.

To find out how to install and set up Google AMP on your Roofing website, check out this video I put together walking you step-by-step through the process.

Measure and Optimize for PageSpeed

One of the most important aspects of your Roofing website is user experience.

Good user experience begins with a fast website.

This is especially true for website visitors on mobile devices.

To ensure that your website is fast on mobile, test it using “Test My Site” by Think With Google.

Test My Site - Mobile Page Speed Test

This is different from Google’s Page Speed Insights tool because it tests your page speed on 3G & 4G mobile networks.

You’re provided with recommendations to improve your mobile page speed as well.

Test My Site - PageSpeed Improvement Recommendations

Why Does PageSpeed Matter for SEO?

PageSpeed matters for Roofing SEO because people are impatient.

No one wants to wait around for a webpage to load. 

It’s easier to just hit the “Back” button and return to Google.

When this happens, it’s called “Bouncing.” When a user bounces it signals to Google that your website didn’t provide value or didn’t fulfill the user’s intent.

Average Page Load Speed for Google positions 1-10

Your site could be full of amazing content, but if it’s slow, users won’t stick around to find out.

Half of users expect a site to load in 2 seconds or under, and if it takes more than 3 seconds… They’re gone. 

In 2018 Google announced a new “Speed Update.”

Fortunately, Google doesn’t make you guess whether or not your site is slow.

You can test it out using the “PageSpeed Insights tool.”

PageSpeed Insights - Score of 96

Not only does it give your page a 0-100 speed rating.

PageSpeed Insights - Improvement Recommendations

…but a laundry list of things you can do to speed things up.

Website speed is one of the ranking factors so you should always aim to improve it.

How Can I Improve PageSpeed?

Clearly, page speed matters… a lot.

So, how can I improve my page speed?

While optimizing page speed is specific to every website, here are a few things you can do to begin speeding up your website.

  • Optimize Images
  • Browser Caching 
  • Lazy Load
  • Upgrade Hosting
  • Content Delivery Network (CDN)

Optimize Images

Compress images before uploading them to your website. You can do this using Free online tools like “tiny.png” or “Optimizilla.”  

You should also leverage “Lazy Loading” (see below) to defer loading images until they enter the viewport.

Optimize Images by compressing them before uploading

Browser Caching

Browser caching basically means that once someone has visited your site, their second visit will be a lot faster.

This is because many of the on-page elements will be available to their device locally, and don’t need to be downloaded again.

Use Browser Caching To Improve SiteSpeed for return visitors

Lazy Load

Lazy Loading prioritizes the visible portion of a webpage, deferring the remaining parts of the page until everything has loaded above-the-fold. 

Content Delivery Networks (CDNs)

A content delivery network helps improve page load times by storing your site’s resources on servers around the world.

Your website’s assets are then delivered by the server in the closest proximity to the user.

Content Delivery Network (CDN)

URL (Permalink) Structure

URLs are often overlooked or written off an unimportant for SEO. Don’t make that mistake.

If you’re using WordPress: Go to > Settings > Permalinks > Set to “Post Name.” 

WordPress Permalink Settings - Set to "Post Name"

An SEO-Friendly URL structure is extremely important for SEO.

SEO-Friendly URLs = Better CTR

Website Structure & Internal Links

For newer websites with only a few pages, website structure may not seem important.

But as your site grows to dozens, if not hundreds of pages, how your website is structured becomes very important. 

Search engine spiders “Crawl” websites by following links found in the content.

Internal Links Improve Your Websites Crawlability

“Internal Linking” is the connecting of two pages on the same domain with hyperlinks.

Link to Topically Relevant and Important Pages on your site

A good internal link structure helps to create an informational hierarchy, indicating to search engines which pages are the most important.

Internal Links Are Your Website's Architecture

First, you want to create an organized structure (also known as a “hierarchy”) that organizes your pages into categories.

SEO-Friendly Website Structure is easy for Google to Index

Including links throughout your content also helps search engines understand what the page being linked to is about.

Good internal linking also provides a better user experience (UX).

Not having a good internal link structure can negatively impact your ranking, because it makes it more difficult to navigate your site.

How To Avoid Duplicate Content

Google is not a fan of Duplicate Content.

Unfortunately, duplicate content is inevitable.

Fortunately, duplicate content issues are avoidable.


With Canonical Tags (a.k.a. Canonical URLs).

Canonical Tags

In some cases, several different pages on your site will have similar content.

This is confusing to Google because it doesn’t want to index pages that are basically identical.

Obviously, you want at least ONE of them to rank. 

For example, let’s say you sell roofing hammers on your website.

You have a product page for every color and size roofing hammer.

Avoiding duplicate content penalty

You could write unique content for the grey, blue, red, and green versions of roofing hammer, but it’s not necessary. 

To avoid being penalized for “Duplicate Content” there’s a simple solution.

The canonical tag.

This tag tells search engines:

“Index THIS Page. The rest are just variations of that page”.

This means that the pages that are variations won’t get indexed, but it’s better than a penalty from Google.

Website Security

Google gives a slight edge in the search results for websites that are secure with HTTPS.

In fact, according to Mozcast, 93.6% of first page results are secured with HTTPS encryption.

Setup HTTPS (SSL Certificate)

Beginning in July 2018, Google began identifying non-https sites as “Non-Secure” which impacted their ranking in the search results.

Website Without SSL Installed

So if your site isn’t secure, I recommend setting that up ASAP.

Rich Snippets & Structured Data

Google has been pushing Rich Snippets pretty hard recently. If you’ve Googled anything recently, I’m sure you’ve come across a Rich Snippet in the search results. 

Rich Snippets stand out in SERPs

What are Rich Snippets?

Rich Snippets are Google search results with additional data displayed. The extra data comes from Structured Data which is found in the HTML code of a page. 

Common Rich Snippets are reviews, recipes, paragraphs, how-to’s, and events. 

Why Are Rich Snippets Important?

The majority of snippets in Google search results consist of the same three elements.

  • Title tag
  • Meta description
  • URL

Here’s an example:

That’s a boring old “Snippet.”

Rich Snippets take normal… And add to it.

Here’s an example:

Rich Snippets - Aggregate Review Rating in Google SERPs

As you can see, Rich Snippets make you stand out in the search results and can increase your organic click-through rate.

Rich Snippets Are More Eye-Catching

Google gets Rich Snippet data from Structured Markup (like Schema) in your page’s HTML.

Schema Markup isn’t a requirement for your website.

That said, I strongly recommend adding it to your roofing website.

What is Structured Data?

Structured Data helps search engines better understand your content.

For example, let’s say you just put the finishing touches on a blog post about Fixing Leaky Roofs.

Structured Data For Roofers

Without Structured Data, Google wouldn’t be able to understand things like:

  • How long the Roof Repair takes
  • Which Images correspond to which step in the repair process
  • The List of Required Tools
  • What the steps are

That’s where Structured Data comes in.

When you add the proper markup to your page, it communicates key information to search engines:

  • “The Roof Repair Takes X Minutes”
  • “These are the Required Tools”
  •  “Here’s a picture of the completed roof repair”

With any luck, Google will display this information in the search results in the form of a “Rich Snippet.”

Rich Snippet for Roofing Website

For more information about what type of Schema Markup you should add to your website check out Schema for Roofing Contractors.

Once you’ve added structured data to your roofing website, you can test it to ensure proper implementation using Google’s Structured Data Testing Tool.

Google’s Structured Data Testing Tool

On-Page SEO For Roofers

Now that we’re done with the “behind-the-scenes” technical SEO, next up is on-page SEO.

On-Page SEO For Roofers

On-Page SEO focuses on optimizing the content on your site for things like keyword placement, including images and videos, formatting content for easy readability, etc.

Traditionally, SEO rankings in search engines like Google have been dependent on keyword placement. 

Keyword Placement for Roofing SEO

This meant it was relatively easy to rank for a particular keyword by simply repeating the same keyword a bunch of times throughout a page. 

In order to better serve searchers, Google has regularly improved and updated its algorithm.

Google used to only look at keywords

Rankings used to be easy to manipulate by simply stuffing a page with the target keyword. Those days are long gone. 

You could rank by repeating keywords

Now, Google doesn’t just look for a single keyword. Instead, Google tries to understand the overall topic of a page.

Google tries to determine the overall topic of a webpage

Essentially, this means that you don’t need to worry as much about keyword placement. Instead, focus on providing answers to the questions that prompt users to search in the first place. 

LSI Keywords

What Are LSI Keywords?

Latent Semantic Indexing, or LSI for short, are keywords semantically related to the primary keyword.

Simply put, they’re strongly associated with the page’s topic.

LSI Keywords help Google understand content

Let’s say “Roofer” is your primary keyword, “Shingle” or “Nail Gun” are LSI keywords.

Not to be confused with synonyms, LSI’s are topically relevant keywords.

LSI Keywords for Roofers (word cloud)

How To Find LSI Keywords

To find LSI Keywords I recommend using LSI Graph.

LSI Graph is an LSI Keyword Generator. It works just like the tools we used during keyword research. 

Enter a broad keyword (topic), and the tool will return a list of recommended LSI Keywords.

LSI Graph - LSI Keyword Generator

Be sure to incorporate LSI keywords throughout your content. 

These will help Google better understand the overall topic of a particular webpage. 

Organic Click-Through Rate (CTR)

What Is Organic Click-Through-Rate?

Organic click-through-rate (a.k.a. “Organic CTR”), is the percentage of searchers that click on a search engine result. 

Organic CTR is primarily influenced by your ranking position.

That said, your title tag, meta-description, URL, and presence of Rich Snippets also play an important role..

For example, let’s say that you rank #3 for a keyword that’s searched for 400 times a month. 

Rank 3 for a keyword searched by 400 people per month

And 40 people click on your result.

40 people click on your result per month

Your organic CTR for that keyword would be 10%.

Your Organic CTR is 10 Percent

Why Is Organic CTR Important?

Two reasons:

The first being a higher click-through rate = more traffic.

Increase your CTR from 10% to 20%, and you just doubled your traffic… without higher rankings.

Increase in Click Through Rate (CTR) means more traffic

The second reason is that CTR is a key search engine ranking signal.

According to Larry Kim, there’s a strong correlation between “Expected CTR” and Search Rankings.

Expected CTR vs Search Ranking

Title Tag Optimization

In the search results, the most prominent aspect of your listing is the “Title Tag”, appearing in blue just above the small green URL.

Title Tag of Roofing Website  in Google SERPS

Use Your Keyword In Your Title Tag

If you could only do ONE thing for on-page SEO, it would be this:

Use your keyword in your title tag.

Keyword in Title Tag vs. Position on Google

Why is this important?

Well, when it comes to on-page optimization, your title tag is the most important part of your page.

Include Your Target Keyword in your Title Tag

Title tags provide a summary of what a page is about.

Using your keyword in your title tag sends a STRONG signal to both users and Google that your page is about that keyword.

Keyword in Page Title of Google SERPs

The title tag of a web page should be accurate and concise, offering a brief description of a page’s content.

Title Tag Best Practices

  • Keep Title Tags under 60 Characters
  • Use Main Keyword at the beginning of title tags
  • Every Page has a Unique Title Tag
  • Avoid Keyword Stuffing

Meta Descriptions

What is a Meta Description?

The “Meta Description” is an HTML attribute that summarizes the content of a web page.

Google displays the meta description beneath the page’s URL.

Meta-Description of Roofing Website is SERPS with Keywords Bold

Although meta-descriptions aren’t a ranking factor, they’re still very important.

Meta Description Best Practices

  • Limit Meta-Descriptions to 160 characters
  • Using an Active Voice
  • Include a Call-To-Action (CTA)
  • Include Main Keyword

SEO-Friendly URLs

We touched upon URL structure briefly in the section on technical SEO.

Now we’re going to look at SEO-Friendly URLs, and why they are critical to SEO success!

SEO-Friendly URLs Improve Organic CTR

What Are SEO-Friendly URLs?

SEO friendly URLs are URLs that are designed to meet the needs of users and searchers.

SEO-Friendly URLs should be short and keyword-rich.

Why Are URLs Important For SEO?

Along with your title tag, link anchor text, and the content itself, search engines use your webpage’s URL to understand what your content is all about.

URLs appear below the page title in the search results.

SEO-Friendly URL in SERPs

The section at the end of a link known as the “slug” can be customized to indicate what a page is about.

SEO-Friendly URL Best Practices

1. Use Keywords in URLs

Your URL should contain a keyword that you want your page to rank for.

(Preferably, that page’s target keyword)


Because including your target keyword in your URL tells Google: “This page is about this Keyword.” 

Keyword in URL Example

2. Use Hyphens to Separate Keywords in URLs

Use hyphens to separate words in your URLs.

For example, in the image below I use the URL:

I use a hyphen “–”, to let search engines know that “Roof,” “Repair,” and “Services” are three separate words.

Using Hyphens to Separate Words in URL

3. Short URLs

Use short URLs will make it easy for users to understand what a page is about without having to visit that page.

For example, this URL is long and confusing.

Long and Confusing URL Structure

Short, descriptive URLs are also more aesthetically pleasing.

Example of a short URL Structure

Optimizing your URLs plays a role in:

  • Improving your rankings on search engine results pages (SERPS)
  • Aid the potential customer in knowing what content the link will guide them to.
  • Attract new customers as the link is more attractive than a standard URL.

Image Alt Text

Google isn’t very good at identifying images and needs a little help in understanding what a particular image is.

Google recommends that you: “Provide a descriptive filename and alt attribute description for images.”

Examples of Properly Optimized Image Alt Text

The alt text is what appears in the image placeholder in case an image fails to load or loads at a slower rate, and also for visually impaired people that use screen readers to browse the internet.

It should describe the image to users as well as to search engines.

Ultimately, image alt text needs to be specific but also representative of the topic of the webpage it’s supporting. 

Publish Unique and Original Content

In order to keep your website current and relevant, keep it updated by regularly publishing new content to a blog.

In the screenshot below is The Cool Roofing Company’s Blog, which they update regularly.

The Cool Roofing Company's Blog

Publishing unique and original content also incentivizes visitors to return to your site to learn more about the topics you cover.

For example, you could write a blog post explaining “What to do when your roof leaks?” or “How to avoid being overcharged for a roofing emergency?”

Creating high-quality, unique, and original content will also attract backlinks from other websites, which is a significant ranking factor.

High-Quality and Well-Structured Content Ranks Higher

Furthermore, providing users with great content will keep your roofing company top-of-mind.

If a user finds your site because you created a blog post that helped them solve a problem they have, who do you think they’ll call when they need a roofer?

Off-Page SEO For Roofers

Now that we’re covered technical SEO and on-page SEO, we’re on to Off-Page SEO. 

Off-Page SEO for your roofing website involves marketing efforts that you do away from your website in order to attract new visitors.

Off-Page SEO For Roofers

This plays an important role in your search engine rankings as well as building your site’s authority.


A Backlink (a.k.a. “Inbound Links” or “External Links”) is like a “Vote” from another website to your website.

Search engines view backlinks as a sign of Trust and Authority, which can improve your site’s ranking in the search results.

Backlinks are like Votes for you website

Search engines like Google and Bing measure these “Votes.” 

Each “Vote” (backlink) essentially says: “Hey, Google! This content is great! It’s high-quality, useful and trustworthy.”

Generally speaking, the more backlinks a page gets, the better it will rank. 

Graph of Total External Backlinks For Positions 1-10 on Google

A recent study found that links remain Google’s #1 ranking signal. Google has confirmed that links are in fact one of the top three ranking signals.

So, how do you get backlinks?

More importantly, how do you get backlinks that will get your site on the first page of Google?

What Are Backlinks?

I mentioned above that more backlinks = better ranking.

That said, what is actually more important than the number of backlinks, is the Quality & Relevance of the links.

There are a LOT of low-quality websites online, and links from low-quality sites offer little to no value.

Conversely, a backlink from a high-quality website can be more powerful than 1,000 low-quality backlinks.

But how do you know if a backlink is high-quality… or low-quality?

High-Quality Backlinks tend to have a few things in common.

#1: They Come From Authoritative & Trustworthy Websites

This one is pretty self-explanatory.

Would you rather a backlink from The New York Times… or some random website?

Guess what, Google feels the same way.

In short, the more authority a website has (a.k.a. “Domain Authority”), the more authority (a.k.a. “Link Juice”) it can pass on to your site

Domain Authority Passed As “Link Juice”

#2: They Include Your Target Keyword In The Anchor Text

Anchor text is the visible text part of a link.

In general, you want your links to have anchor text that includes your target keyword.

Use a Descriptive & Keyword rich anchor text

#3: The Topical Relevance Of The Page & Site Linking To You

This is extremely important.

Google wants to see links that come from websites that are Topically Relevant to yours. 

Think about it like this:

Imagine you just published an article about “New Roof Maintenance.”

Google will view links from sites about roofing and DIY home fixes much more favorably vs. links from websites about men’s fashion, or political commentary.

Contextual Backlinks

Bottom line? Aim to build links from sites in your industry… and closely-related industries.

#4: The Link is a “Do-Follow” Link

There are two types of backlinks:

Do-Follow Backlinks – These are the most important type of link, as they pass some of the authority (a.k.a “Link Juice”) of the linking page to the linked page.

No-Follow Backlinks – These don’t pass any authority because of the rel=”nofollow” HTML tag that tells search engine spiders not to count it.

Do-Follow vs. No-Follow Backlinks

In terms of SEO, no-follow links offer no value. 

#5: Links From Domains That Have NOT Previously Linked To You

Let’s say Website A links to you.

That’s great news.

Then, Website A links to you again. And again. And Again.

Are the additional links as valuable as the first?


Links from the same website have diminishing returns.

Backlinks from the same domain have diminishing returns

To put it another way, 50 backlinks from 50 different websites is better than 500 backlinks from 5 websites.

Why is Link Building so Important?

The more backlinks I get pointing TO my website from high-authority sites; the stronger the signal is that my site contains valuable content and is trustworthy.

Direct Links Improve Rankings

The bottom line?

Getting backlinks from high-authority websites doesn’t happen on its own.

“Link Building” is the process of earning backlinks from authoritative websites and is an essential part of an effective Roofing SEO strategy.

Link Building For Roofers

The best way to build backlinks to your roofing website is to create great content.

Create High-Quality & Engaging Content

Create High-Quality & Engaging Content

Content that answers users questions or helps them solve a problem is a good place to start.

Reach Out to Industry Experts & Influencers

Research the top people in the roofing industry who have influence and find their contact information. 

Reach out to these influencers via email to see if their audience could benefit from the content you created. 

If you create content that’s valuable enough, they’ll want to share it with their audience.

Guest Blogging on Relevant Industry Websites

This is a tried and true approach to establishing your knowledge and authority. 

Find roofing industry websites and read their blog to see what type of content they publish. 

Look for content with a lot of “Shares” and then create something better.

 Make sure the website you’re writing the guest post for includes a link back to your website.

Press Releases

Articles written by professionals and published on news portals will give you high-quality backlinks but prepare some budget for this and make sure they are truly relevant

Use Social Media to Promote Content

Sharing your content on social media is a quick and effective way to get your content in front of a lot of people. 

Ideally, you want people that see your post to share it with their audience.

Social Media Marketing for Roofers

Unless you’ve been living under a rock, I’m sure you’re aware of social media and how important it is for business.

If you don’t see the value of social media I recommend reading “15 Reasons Why Your Business NEEDS Social Media.”

As a business on social media, it’s important that your social media profiles are properly set up and optimized.

Because this isn’t a post about social media marketing for roofers, I’m not going to go in-depth.

That said, here are some best practices.

Facebook Marketing for Roofers

As the largest social media site by far, Facebook should be the central hub of your social media presence.

Facebook Advertising For roofers

Not only does it allow you to reach the largest audience of any platform; Facebook also has the most highly targeted advertising capabilities.

Facebook Ads are a great way to reach the ideal audience for your roofing company.

The targeting options available when setting up a Facebook Ad are incredible. 

Some of the targeting options include:

  • Age Range
  • Gender
  • Geographic Location
  • Interests
  • Employment
  • Single/Married

The targeting options Facebook enables you to laser target your ads so they will only be shown to the people most likely to become a qualified lead or to drive traffic to your website.

Instagram Marketing for Roofers

Acquired by Facebook back in 2012, Instagram has been growing in popularity year over year.

Relying solely on photos and short videos, Instagram is the perfect place to showcase the projects your roofing company has completed.

Setting up a “Business Page” on Instagram enables you to include a link to your roofing website in your biography.

Because Facebook owns Instagram, you can run ads on the platform through Facebook’s advertising platform.

The image below shows the Instagram profile of Wilmer Roofing and Framing.

They post high-quality and visually appealing photos and include a link to their website in their bio.

YouTube Marketing Best Practices For roofers

YouTube has exploded in popularity.

Owned by Google, YouTube can also play an important role in your roofer SEO strategy.

Videos often appear in Google’s search results like in the image below.

Roofing Videos in Google Search Results

Videos that take users “Behind-The-Scenes” at your company are a great way to increase brand awareness and establish trust with potential customers.

Wrapping Up roofer SEO

Building a website for your roofing business is a great first step towards attracting new customers online.

That said, creating a website is the easy part.

Your website needs to be properly optimized so that the search engine spiders are able to easily crawl and index it.

Therefore, it’s important that you stay up to date with the latest SEO Trends.

Working with a reputable Arizona SEO Agency such as Cre8tive Digital Media can make implementing your Roofing SEO campaigns a lot easier.

A veteran-owned business, Cre8tive Digital Media LLC can help your roofing company attract more customers while establishing a more prominent presence online.

We know you’re passionate about your business.

That’s why the solutions we offer are customized to fit your unique business needs, and goals.

To learn more about our services and how we can help you to grow your roofing business, please Contact Us to request a Free Consultation today.

If you enjoyed this post you may also like my post on Plumber SEO or Contractor SEO.

Now It’s Your Turn!

So that brings us to the end of Roofer SEO.

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

Are you going to begin with on-page SEO? Or work on improving your site’s technical SEO, like speed and mobile-friendliness?

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

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