If you’re a roofing contractor, you know that your industry is extremely competitive. Other contractors want the same customers you do, and it can be challenging making sure that those potential customers choose your business.
However, there are many online marketing strategies that can help you attract the quality customers you need. One of those techniques is search engine optimization, or SEO.
SEO is the process of improving both your website and its reputation online so that it ranks highly in search engine results pages (SERPs) for keywords related to your services. The higher you rank, the better your chances are of attracting visitors and customers to your site.
And the chances are high since SEO closes seven times as many leads as traditional forms of marketing. Let's break that down even further. For every client traditional marketing brings you, SEO will get you almost nine more.
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SEO can help you reach the customers you want where they’re already searching: Online. 85 percent of customers use the Internet to find local service providers, so if you want to reach them, that’s where you need to focus your marketing efforts.
SEO is a broad term that aims to improve your website’s rank in search results. That increases your website’s online visibility to users, as well as search engines — which translates to valuable web traffic from your target audience.
When you invest in SEO for your roofing business, you’ll likely focus on two areas:
No matter your primary focus, the overall goal of SEO is to improve the ranking of your website in search results. That makes your website more prominent to users, which is critical as 75 percent of users don’t go past the first page of search results.
SEO provides a wide range of benefits to your roofing company, but it’s important to recognize that it’s an ongoing process with many different pieces. An effective SEO campaign involves an array of techniques to ensure that your website appears at the top of search engine results, allowing it to get far more clicks and in turn, more conversions.
The core features of a successful SEO campaign for a roofing contractor include:
Keyword research is a crucial part of the SEO process. It allows you to identify the keywords that have the most potential to generate valuable leads, as well as connect you with your target audience. When it comes to the roofing industry, there are tons of keywords to target.
Optimize your research with keyword research tools, like Ubersuggest or keywordtool.io — both of these tools provide valuable keyword data, from their search volume to their competition to their cost-per-click (CPC).
While you won’t bid on these keywords, as with pay-per-click (PPC) advertising, it’s helpful to know the monetary value of these keywords. It helps your team — or your SEO agency — determine if those keywords are worth the time and effort to target.
A few examples of keywords to target in your roofing company’s SEO campaign include:
As you can tell from the examples above, these keywords target different intents. The first two focus on users researching roofing options, while the last two target users looking for a roofing contractor. To maximize the success of your SEO, focus on keywords that target every stage of the buying funnel.
On-page SEO refers to the content on your individual pages along with each page’s source codes.
When you have an optimized page, your content is unique with targeted keywords. But, on-page optimization goes beyond your content and your keywords. It also focuses on your website’s user experience (UX).
For example, to provide the best user experience to every member of your target audience, you want a website that supports every user. That means people browsing your website on their tablet or mobile device have the same experience as users on a desktop.
In short, you want a mobile-friendly website.
You also want a website that’s fast, which is why page speed optimization is another focus of SEO for roofing companies. Without a mobile-friendly website, you risk losing a significant amount of business as 52 percent of users are less likely to engage a company with a poor mobile website.
Another important factor is ensuring that your site is crawler accessible. If your site can’t be crawled, it won’t show up in Google search results, which makes it virtually impossible for your pages to be found by users.
With awesome on-page optimization, you have a greater opportunity to rank higher in Google results.
With content capable of doubling your website’s conversion rates, it’s a core part of a competitive SEO strategy. Plus, it provides your roofing business with the opportunity share your knowledge with users, which can encourage them to convert later.
By incorporating content marketing into your SEO strategy, you can provide potential customers with a wide range of content that makes their purchase decision easier. For example, you can publish blog posts that answer common questions about a specific type of roofing, such as steel.
Another example is a blog post about the different kinds of roofing and the advantages and disadvantages of each. You could also write an online guide that explores the different timelines for various roofing jobs, as well as the costs of those projects.
When you provide this kind of transparent — and free — information, customers respond. In fact, 70 percent of users prefer learning about a company through non-promotional articles than ads. That can lead to more leads, as well as more trust from your target audience.
It also provides you with the opportunity to target keywords outside your services. That lets your company embrace consumers throughout every level of the buying funnel, from those researching roofing options to those looking for a trusted contractor near them.
Building links to your roofing company’s website is crucial in showing search engines that your site is worth recommending to their users. The more links you acquire from other high-authority websites, the more search engines will trust your site’s quality.
Here, however, is where many businesses use black-hat practices.
Whether you’re leading your roofing company’s SEO initiatives or entrusting them to an SEO company, you want to avoid black-hat practices, such as purchasing links. Instead, you want to focus on creating shareable content that’s high-quality and original.
Publish that kind of content, as well as share it with influencers in your industry, and it’ll attract links naturally. Those links serve as upvotes, which tell search engines that your content’s trusted by that website and viewed as valuable to users.
For search engines, the quality of those links matters more than the quantity.
As you write your content, it’s also important to link to other credible websites to provide additional information on topics you don’t cover extensively. For example, you could reference a website that highlights an interesting statistic about the number of stucco roofs.
However, make sure that the websites you link to are credible. When you link to them, you are showing both your visitors and search engines that you trust that website. If you link to sites with unreliable or false information, this can damage your own site’s credibility.
If you’re considering developing an SEO strategy for your roofing business, it’s critical to determine how you’ll measure the success of your campaign. It’s also important to set goals for what you want to achieve, whether it’s more purchases, more email sign-ups, or more leads.
Try to stay away from vanity metrics, like increased traffic, however. They may provide numbers that you like, but they rarely lead to the results that you want. If you’re outsourcing your SEO, keep this in mind, as less-than-stellar agencies will focus on these metrics.
In addition to determining goals for your SEO campaign, you also want to choose a reputable platform for tracking your campaign’s performance. While Google Analytics is a trusted platform, it’s often helpful to use another platform in coordination with it.
MarketingCloudFX, for example, is an industry-leading platform for return on investment (ROI) tracking. It provides insight into the leads generated from your roofing company’s SEO strategy by tracking calls generated from your webpages. Plus, it offers tips on potential keywords for your website.
When assessing your roofing company’s SEO efforts, keep in mind that SEO is a long-term strategy. Unlike PPC, it doesn’t deliver immediate results — it requires some time before providing a big return. That’s why you want to give your campaign some time, before evaluating it.
If you want all the benefits of SEO for your roofing company, we can help!
At WebFX, we bring more than 20 years of experience to search engine optimization. With our personalized strategies, as well as passion for driving real results, we’ll provide your company with more phone calls, more quote requests, and more revenue.
Learn more about our award-winning strategies by contacting us today for a free quote!
Find out how WebFX can create an effective Internet marketing strategy for your website. Call 888.449.3239 or contact us online today for a free evaluation.