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The Ultimate Guide to Roofing SEO


Roofing SEO is the process of optimizing your roofing business’s website so that you can drive traffic and increase conversions – that is, sales. In 2024, more people than ever are going to Google, Bing, and other search engines to find expert roofing contractors in their local area. Here are our top tips to get your roofing business’s website optimized for search engines. By optimizing your website for search engines you are giving your roofing company the best chance at being seen by a customer desperately in need of roofing services. Things like on-page SEO, backlinks, CTA’s, and local business listings are critical. There are many ways to reach your audience, but many roofers forget to us one of their most valuable assets – their website!


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1. Local Search Engine Optimization

The first step is having a high quality, fast, and modernized website. A poor website user experience can almost guarantee customers won’t engage with your brand. The next step for every roofer should be claiming and optimizing a detailed Google Business Profile that will show up when customers search for businesses like yours online. By having accurate information such as a business name, phone number, address, hours of operation, and photos, prospects can quickly verify that your company is legitimate, increasing your chances of earning a lead. Make sure your business information is updated regularly and across all platforms online, so customers are always up-to-date with the happenings of your business. 

Bonus tip: adding schema markup to the backend of your website will help make it easier to find and show up in search results pages!


2. Keyword Research

By using tools like SEMruch, ahRefs, or Google Keyword Planner, your business can identify and target keywords that are specific to your business. By focusing on ‘long-tail’ keywords such as ‘commercial roofer near me’ businesses are able to create content that gets right to the heart of what the customer is looking for. As a rule of thumb, it’s generally easier to rank for lower volume long tail terms first and then go after the shorter-tail and more competitive terms later. Also, it’s important to focus on terms that match with every stage of the funnel from awareness to high intent terms. Realistically attainable target keywords should be incorporated into your website’s content to give your company the best chance for appearing in results pages.


3. High-Quality Content  

Developing and executing a strong content strategy is far from an easy task, but by setting goals and planning your content deployment around it you put your roofing website ahead of the pack when done consistently. Create a content calendar that includes website pages that need to be written, as well as any blogs, landing pages, advertisements, email campaigns, and social media posts. By having helpful and specific content on your website, you’re able to answer your customer’s questions before they have the chance to ask it. This allows you to draw in more qualified customers to your brand, and lets unqualified prospects remove themselves from your radar. Websites that are highly optimized are likely to appear high in the search rankings, often with a snippet directly answering a question from the search.


4. Mobile Optimization 

Did you know 60+% of people are searching for contractors on their phone? In fact, there’s been a huge leap in mobile searches every year since 2017, making mobile searches the primary avenue for people to find first class roofing companies. By optimizing your website for mobile navigation you can drastically decrease your bounce rate (people who leave your site shortly after arriving due to poor page performance) and improve the chances of customers staying and reading or even submitting a service request. 


5. Site Performance

We’ve all been on clunky, old websites that just won’t load properly. Optimize your site’s speed by minimizing code, compressing images, and repairing things like broken links. With a faster and more intuitive website, customers are pleasantly guided along a journey on the way to contacting your roofing company for service. 


6. Customer Reviews and Testimonials

At a roofing SEO company like Estes Media, we can’t stress the value of social proof enough! Customer reviews do more than just let other prospects know what it’s like to work with you. They give the business an opportunity to respond professionally and courteously, building a sense of trust. Having lots of reviews, like the ones found on Google, will also help your website perform better in the search rankings, as a high review count lets Google know your business is credible and an authority in your industry. It’s also important to showcase customer testimonials on your website so when customers scroll down the page they see the words of others who were delighted with your services. 


7. Social Media

By regularly posting on social media platforms like Facebook, LinkedIn, Instagram, TikTok, and more, you are increasing your social proof. Social media is a great place to maintain continuity with your brand message and put your business in front of where your customers are likely to be. Share industry insights, updates about your business, current and past projects, philanthropic efforts, or even the occasional humorous post. You’ll want to be sure to engage with your customers in the comment sections and direct messages.

Bonus Tip: Your roofing company will allocate advertising spend on social media to keep up with the competition. Don’t overlook social media advertising!


8. Technical SEO

Optimizing technical SEO is like eating vegetables for websites. Its benefits are not visible to the naked eye, but they serve an important purpose. Regularly audit your website for errors and broken links to reduce poor user experience. Also, make sure you add structured data like meta tags and image descriptions to help Google’s crawlers better identify the content on your website and rank your pages higher in the search results.


9. Backlinks

Backlinks are like a shining endorsement letter from a reputable source within a related industry in Google’s eyes. Websites earn a backlink when another website has a link on one of their pages that direct to your website, helping reinforce social proof, trustworthiness, and reliability. By connecting and fostering relationships with reputable publications your business can earn valuable backlinks that will boost your domain authority. Tread with caution, however. Some digital marketing agencies will promise hundreds of backlinks with the snap of a finger only to turn around and buy poor quality links from a backlink farm – something that is highly frowned upon by all search engines.


10. Tracking and Analytics

Use Google Analytics to monitor your website performance consistently. By tracking key metrics like website traffic, page views, bounce rates, form-fills, and conversion rates, your roofing company will be able to analyze and implement marketing strategies based on real data. Take things a step further and drill into the specifics of what’s driving your website traffic by exploring the entire customer journey through your website and other referring sources like social media, email, and more.


Estes Media Blog Guide to Roofing SEO



Make Sure Your Digital Marketing Agency is Setting Your Roofing Business Up For Success!

If you don’t have SEO experts in-house at your roofing company, a trusted digital marketing agency will be able to help you hit the ground running. Trust digital marketing experts with years of experience and a track record of success to optimize your online presence and help drive traffic, leads, and conversions to your business! Contact Estes Media today for further insights and tools to assist with your business journey.


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