Comprehensive Guide to Roofing SEO: How to Rank Higher on Google

Roofing SEO: How to rank your roofing company higher on google featured image

Local businesses such as roofers are quickly turning to search engine optimization in an effort to boost their brand awareness and get new customers. 

This is because most people have migrated to the online world, and it makes sense for a business to advertise their brand and offerings in a place where most of their customers hang out. 

By optimizing your roofing business for search engines like Google and Bing, you can bring more prospects to your roofing business.

In this guide, we will teach you how to optimize your roofing business for search engines. Before we get started, let’s look at what is roofing SEO and why your business needs it.

What Is Roofing SEO?

Roofing SEO involves setting up your roofing website in a search-engine friendly manner so that it can rank higher up in search engine result pages (SERPs) for the specific keywords your business is targeting.

Why Do You Need Roof SEO?

To make it easier for you to understand why your roofing business needs to optimize for search engines, let’s take an example of a roofing company in Toronto.

Potential customers will turn to Google to look for roof services in Toronto using phrases like “roofing services in Toronto” or “roofing companies near me.”

roofing seo -roofing services in toronto google SERP's
First page results for the keyword “roofing services toronto”

This means that if your business has ranked higher on Google for keywords that relate to the roofing services that you offer, such as roof repair and roof installation, your prospective customers will see your business in the SERPs, click on your website, navigate your website, and give you a call.

In other words, ranking higher in Google equates to more qualified traffic coming to your website, which will ultimately lead to more business.

Once a prospective customer comes to your site, it is your job to ensure that they become customers.

Therefore, roofing SEO is all about boosting your brand awareness by using specific keywords that people in your locality are using to look for your business.

With that in mind, we can now talk about how to do roofing SEO for your business;

Step 1: Choose Keywords for Your Roofing SEO Strategy

One of the most important pillars of roofing SEO is selecting the right keywords to target. Your website will only appear in search results for terms that you have integrated into your web pages. This is the reason you need to conduct keyword research. Keywords should guide the content you create.

Of course, your audience is going to determine if your services are what they are looking for. You don’t want to target customers who are far away from you or those with inconsistent income levels, as this will lead to poor conversions.

Your goal should be to target customers who have the level of income that affords your services and who you can quickly convert. By narrowing down to a specific type of audience rather than targeting everyone, you will be able to appear higher on search engines result pages and thus be visible to them.

As we said earlier, keywords you use determine the type of audience you attract. For example, you can’t use a keyword like “cheap roofing contractors” if you want to target high-income and middle-income audience because you will be drawing clients who are guided by cost.

However, if your roofing company has the lowest prices in your locality or you are targeting low-income audiences, then this keyword will be great. Your business model and target audience dictate the choice of keywords to use.

In other words, your target keywords should be those that are likely to be used by your potential customers. You shouldn’t use keywords your target audience would probably not use because this will attract unqualified leads that will not convert. Using keywords that your target audience uses will help you put your resources in greater use.

Remember that the keywords you use in this case should be localized. This means that you have to include your area of operation to provide some insight to search engines that you are targeting searchers in your locality. These keywords may include;

· Best roof company in Toronto

· Roof Services in Toronto

· Roof professionals in Toronto

· Roofing contractors in Toronto

The above keywords are the best to target because of three reasons;

1. They are longer (long-tail keywords), and thus have a lower level of competition. Not many websites are ranking for such terms as they do not have high search volumes such as best roofers,’ finest roofer,’ etc.  For this reason, you will be able to rank more easily on page one of the SERPs. The benefit of using long-tail keywords is that you will be able to see higher conversions.

Source: mechanised.co

2. Because of these keywords being more specific, it means that you will get better leads that are looking for roofing services. ‘Best roofer’ may seem to be a popular keyword with high search volume, but you are likely to find that most of the searchers are not near you or just looking to compare roofing companies, and thus, you may end up getting high traffic but low conversions. Also, you will find it harder to rank for such terms due to high competition.

3. Because you’re targeting for searchers in your location, Google is likely to give your website and online listing more visibility to searchers in your location. Increased visibility means more traffic to your site, and thus more leads and business.

Types of Keywords to Target

General Roofing Keywords

The first type of keywords you should target are the general keywords, which comprises of the common terms that searchers who are looking for roofing services are likely to use. 

For example; roofing professionals, roof contractors, roof service, and roofing. You can couple these keywords with the area you are targeting. You can add your location at either end or front part of the phrase to have two different keywords.

General roofing keywords are more likely to have greater search volume and thus have high competition. This is why you need to target a range of other keywords with less search volume and low competition to help you rank quicker.

Some of the general roofing keywords you can use include; ‘roofers in Toronto’ or ‘Toronto roofing contractors.’ These are phrases searchers normally use. 

general roofing keywords for roofing seo

By ranking for these keywords, you will be able to bring targeted traffic to your site. And the best thing about these keywords is that they are used by people who are interested in your services. 

After all, they are browsing these terms looking for people offering roofing services. This means a greater conversion rate.

Specific Roof Service Keywords

The second range of keywords to target are service-specific keywords. These are aimed at customers who are looking for a specific service that you offer, instead of the general services. 

One example of such a keyword is roof repair in Toronto’.

Service-Specific Roofing Keywords for roofing seo

The best thing about targeting these keywords is that they are better than general keywords because the people using them have already diagnosed the problem and know the exact service they need.

People who are searching for these keywords are excited to work with a roofing expert, and for this reason, these keywords tend to have higher conversion rates.

You can easily target both specific roofing service phrases and general phrases on the same page by creating content about gutter repair, for example, and using keywords such as “roofing service in Toronto.”

These keywords offer you more control over the type of clients you would like to attract. For example, you might decide that you’re not interested in attracting clients who are looking for repair services because it doesn’t offer a high enough margin in your case, but you want to target those who are looking for roof replacement jobs.

Knowing what you offer and what your target audience wants, you will be able to prioritize the kind of service keywords that attracts the traffic you want. This way, you will be able to use your resources most efficiently.

Specific Roof Structure Keywords

Based on the type of audience that you want to target, you also want to structure your targeted keywords in a way that reflects precisely what you are offering. 

For instance, you may position yourself as a roofing company that serves commercial buildings.

As a commercial roofing professional, some of the keywords you may want to target include ‘commercial roo repair in Toronto’ as this keyword is likely to be used by people in your locality.

reasons why small businesses need a website roofing services

However, even if your target audiences are individuals and families, you can use keywords such as ‘residential gutter repair in Toronto’ as some people may use these keywords.

Step 2: Use Keyword Research Tools for Keyword Research

By using the above three classifications, you will get a wide range of keywords that help you generate as much traffic as you want from your targeted audience.

Although developing these keywords is not the hardest of the task, you can quickly run out of ideas of more keywords to use in your marketing campaign. That’s why there are keyword research tools such as Ahrefs, Ubersuggest, and SEMRush that allows you to discover more keywords that are regularly used by your customers.

Ubersuggest to research keywords for roofing seo
Ubersuggest is a free keyword research tool.

Often, these tools will reveal a wide range of valuable keywords that you never knew existed, and this will help you expand your content base to attract more prospective customers.

And although you may need to incur monthly charges to use some of these tools, they are important in your online campaign as they will help you discover the best keywords to incorporate into your content and web pages.

Remember that many people want to work with someone who they feel understands the problem they are experiencing. By tailoring content that provides solutions to the exact problem they are facing will make you a trusted roofer to them.

It is important to mention that finding the best keywords to target is not the only step. You also need to find out how competitive the keywords are so that you know whether or not they are worth ranking for and what you will need to do to outrank pages ranking for them as well. 

One of the best ways to outrank other pages ranking for that specific keyword is by acquiring better backlinks than them. One of the backlink analysis tools you can use include Ahrefs, Moz, and SEMrush. 

Backlink analysis tool for roofing seo

Backlinks are an important part of SEO, and for this reason, it is important to know the type of backlinks that your competitors have used to know how competitive the keywords are.

Although keyword research is only one part of an SEO strategy, it is a crucial aspect. Targeting incorrect keywords will make your campaign useless, regardless of the type of backlinks you acquire. This is because incorrect keywords will bring traffic that will probably not convert into the customers that you want.

Take a look at this keyword research guide to get a better understanding of the process that goes into choosing the right keywords for your campaign.

Although it might look like a lot of work, in the long-run, you will begin to reap the benefits of ranking for the right keywords.

Step 3: Make Sure Your Roof Website Is Optimized For Conversion

Your website acts as the funnel that collects leads. While you may get repeat business and referrals from clients, you will still need to ensure a continuous flow of fresh leads into your funnel. This is why you must optimize your site for search engines so that it can rank high and keep getting you traffic.

Once you have discovered which keywords to target, it is important to ensure your website is optimized for search engines, both for keywords and user experience. 

Google and other search engines use different signals to determine how user-friendly a site is, and without these signals, you will find it hard to rise up the rankings, especially if you are ranking for competitive keywords.

These signals are widely known, and Google utilizes them with certainty to determine where different websites rank. 

The ranking signals can be categorized into two; on-page SEO and off-page SEO. You may need to focus first on on-page SEO before proceeding to off-page SEO.

Some of the on-page SEO factors you can focus on include optimizing your website, such as using keywords in the right places, ensuring your content has subheadings, etc.

Off-page SEO involves mentions of your business in online platforms such as business listings and social media. You need to make sure that all these aspects are optimized to keep generating leads and boosting your income.

Here are some of the things you need to include to make your website optimized;

Keep Your Website Design Up-to-Date

When a visitor lands on your site, they make a fast decision regarding whether to stay on your site or bounce back and look for another site based on your website design. 

It doesn’t matter how good the content your website is; if your website design is not user-friendly and looks outdated, you will end up losing a lot of visitors. In fact, 38% of searchers will stop engaging with a website if design is unattractive.

With website design, we mean aesthetics, navigation, and feel. In real life, we are talking about things like the appearance of a business and safety as well as the quality of what they are offering. 88% of people are less likely to return to a site after a bad experience.

If, let’s say, a restaurant doesn’t look attractive (equates to website looking shoddy), you are going to look for an alternative. 

It is highly unlikely to find an outdated web design attractive in the current world, which is why you need to have a modern design to guarantee to your audience the quality and legitimacy of your services.

In addition to appealing to your website visitors, Google uses the behaviour of visitors on your website as one of their ranking signals. The behaviour of website traffic includes the time users take on your site, navigation around your site, etc.

If Google notices that your visitors are clicking back from your website quickly, your site will rank lower as it means that your website is not what the visitor is looking for. This is what is called a high bounce rate

Lower time spent by visitors on your page can have a detrimental effect on your ranking, especially if your data is significantly different from the average in the industry.

Therefore, before you start optimizing your content on your site and working on the reputation of your business on other platforms, you need to work on having a premium website that showcases your services in a user-friendly manner. 

This will not only help boost your ranking on search engines but also increase your conversion rate and thus generate more revenue for your business.

Make Your Locality and Addresses Visible On Your Homepage

In most cases, sketchy companies and those with substandard services conceal their phone addresses and area of operation, which is why Google seems to favour businesses that post their addresses and place of operation on their site.

In addition to meeting Google standards for ranking locally, you need to ensure that your phone number and address are visible to your potential customers so that they can easily find where your business is situated and how they can contact you.

Website Locality for roofing seo

By making this information hard to find, you will make it challenging for your client to find you, and for that reason, you will be lowering your conversion rate.

Therefore, make your phone number and location standout on the homepage so that your visitor can discover them in less than a click. This also improves your user experience.

Add a Call to Action Button on Your Roofing Website Offering Something Free

When it comes to hiring experts for an expensive task such as roof installation and repair, most people are quite reluctant. 

To make them make up their minds fast, and eliminate their doubts, offer them something free to get them to know and trust you.

Call to action for free quote for roofing seo

For a roofing business, you can offer a complimentary consultation and a personalized quote. This makes your business appear more legit and also enables them to know you in person. 

Face-to-face conversation with your customers will make it easier for you to convince them that you are the right person for the job.

Have a Team Photo or Photo of the Owner on the Homepage

If you don’t want to look unprofessional or a newbie in the roofing business, you have to humanize your brand. With this, it means having a brand name related to a person. This allows your customer to have an idea on the people he/she is expecting to work with.

Meet the owner for roofing seo

However, on your part, this may not be your goal. Your aim of having your team photo or photo of the owner is to reassure your potential clients that you are a genuine person or team and that you are friendly.

Post Your Roofing Accreditation to Your Site

If you have licenses from a board or your business was featured in a paper or somewhere notable, you can include this on your website. This can include HomeStar awards and association with the Better Business Bureau.

This includes social proofing, whereby other legitimate organizations who have worked with you before have offered you a recommendation.

Roofing associations for roofing seo

Display Videos and Pictures of Your Work

In addition to cost, another aspect roofers look out for is the quality of work a roofing work offers. This can be demonstrated by the samples of jobs that a company has worked on before. 

Roofing service portfolio for roofing seo

Pictures are great, but having videos are better since they are showing a viewer a comprehensive idea of the work.

By displaying pictures and videos of your portfolio, a prospective buyer will feel comfortable working with you as they are halfway convinced that you do a great job.

Post Your Reviews on Your Website

If you have received a lot of positive reviews from previous customers, either through a telephone call, email, or review websites such as Google Reviews or Yelp, you should include them on your site. This will cater to people who come directly to your site instead of looking for you on review sites first.

Reviews help to tell prospective customers about your experience with previous clients, and can, therefore, enormously boost your conversion rate. Reviews are known to bring in more leads to your site by instilling trust in your work. In fact, over 88% of people trust online reviews as much as individual referrals.

Make Your Roofing Website Mobile-Friendly

In today’s world, most website visitors use their smartphones more often than their home computers, and for this reason, you need to ensure that your website is optimized for mobile users if you want to improve their experience on your pages.

on page seo mobile responsive site

In addition to improving your site’s user experience, you will also rank higher in Google. This is because Google aims to display the most relevant results, and if a large portion of the user looking for your services is using mobile devices, it will only rank sites that accommodate these devices higher.

This means that if your website is not mobile optimized, your site will be ranked lower by the Google algorithm. 

To find out if your site is mobile-friendly, you can use Google’s mobile-friendly test tool.

Secure Your Roofing Website

Security of your website is necessary, not only because you want to meet the requirements set by Google, but also because you want to keep your client’s sensitive data safe from web hackers.

In addition to this, you also don’t want to get your website flagged as unsafe by web internet browsers because it doesn’t have an SSL allowed. 

For instance, Google Chrome has been marking non-HTTPS websites as not secure and safe.

SSL is a type of encryption that ensures data transfer on your website is secure. This is particularly important if your website is accepting email addresses and collecting payments online. 

By installing SSL on your site, you will be able to rank higher in Google and also increase your conversion rate.

Install Google Analytics and Google Search Console

Since you are getting traffic from Google, you will need to collect data about that traffic to find opportunities you can use to boost your rankings and enhance your site. 

To collect data about traffic coming to your website, you will need to install Google Analytics for data tracking. Google Search Console will help you to know the amount of traffic each keyword you have ranked for is bringing to your site.

Step 4: Work on Improving Your Local SEO

As a roofer, you need to focus on clients that are within your locality, which is why you should focus on local SEO. You do not want to focus on terms that are not used by consumers in your city.

Here is what to do to improve your local SEO;

Have Your Roofing Business Registered to Top Local Listing and Directories

There are local listings and directory sites in any city and town where businesses are listed. You need to include your business details on these sites to increase your brand awareness and increase your traffic.

In addition to this, adding your details on directory sites and local listings will help you build citations – another great thing for your ranking.

Google also crawls these pages, and thus by linking these sites back to your pages and integrating keywords you want to rank for, you can send favourable signals to Google and thus boost your rankings.

You can use tools such as Bright Local and Yext to assist with this process. Remember to keep all your listings consistent.

Ensure Consistency With Your NAP

NAP is a short form for Address, Phone, and Name. These three are essential pieces of information you should post on directories about your business. 

This information should be listed throughout the web – from your website to directories and social media platforms; it should be consistent, meaning all information is the same and accurate across all listings.

Google uses this to determine the legitimacy of your business. Having different NAP information across different platforms can confuse search engine crawlers, which is why you need to make sure they are consistent.

local seo

You can use free tools such as a local listing checker by MOZ to see if your listing is complete and consistent.

Optimize Your Profile on Google My Business

Local SEO

The most important digital marketing components for any local business include Google My Business listings and Google Maps. 

In these listings, you should provide as many details as possible about your business to rank in the top 3 of the local map pack for more exposure. Ensure that your listings have a call to action to increase conversion.

To optimize your Google My Business, you should include videos and images to your listing, so you can stand out from the rest. Also, you will need to include call-to-action such as “call now” button to make people want to contact you for estimates.

In addition to these listings, Google also uses your rating and number of reviews your listings get. Therefore, it is good to encourage your customers to leave a positive review of your business.

Build Local Links

Link building is an essential aspect of improving your rankings on local search results, but we will cover more about it later. Getting backlinks from legit businesses and reputable organizations in your locality tells Google that you are popular in your area of operations, and for this reason, your website gets ranked higher for local searches.

To get local links, take part in community projects such as partnering with local schools, and participating in local events. You can also supply complementary services to different households in times of need and get the event covered on the news.

Step 5: Work on Your On-Page SEO

As mentioned earlier, SEO can be categorized into two areas- on-page SEO and off-page SEO. 

On-page SEO involves optimizing your website in terms of keywords, content quality, and use of graphics. Let’s talk about this in greater depth;

Distribute Keywords Throughout Your Website

It’s true that Google is smarter now and can rank your web pages for keywords that do not appear on certain pages on your website. It is smart enough to guide visitors to your web pages that have not used certain keywords as long as they relate to what they are searching. This means that you should strategically distribute your keywords.

The three most effective places to include your keyword is in the header tags as online search engine offer it more weight since it indicates what a section or a page is about, the first paragraph of your piece of content, and in subheadings.

Optimize Your Title Tags and Meta Description

You need to have a title tag and meta description for each page on your website. To ensure they are well optimized, integrate keywords you want to rank for. You can use some variations of keywords on both title tags and Meta descriptions.

optimize title tags and meta descriptions for roofing SEO
Optimize title tags and meta description with the keyword you want to target.

Create Service Pages

You need to have different pages for different services that you offer. This provides you with an opportunity to rank for different keywords that are specific to your service.

create roofing service pages for roofing seo

You can also optimize these service pages for your locations. For example, if you offer roof repair services, you can use location expressions such as “roof repair work in Toronto” to rank for such keywords.

Make Location Pages

If your business serves different locations, you should create different pages for various areas that you serve. 

This gives you the advantage of offering the reader more detailed information about the services you provide in their location and also get an opportunity to rank for local keywords.

Improve Navigation On Your Website

Failure to improve navigation on your site not only makes it hard for your users to explore your website, but also makes it challenging for web spiders to crawl and index your pages. Therefore, decrease broken links on your site and remove 404 errors. Also, interlink your pages.

Implement Schema Markup

Search engines such as Google have now improved the way they show crucial information to a user. In the past, searchers were only able to see the title of a page and Meta description.

However, with the introduction of schema markup, Google is now able to show searchers more information, including location, mobile phones, opening hours, or star rating.

By using schema markup, you can have this information displayed on Google about your business, thereby bringing more people to your site.

Look for more information on Schema.org to learn more about this on-page SEO factor.

Optimize Your Alt Text

Pictures are an important part of any website, and you should optimize your images by using alt-text. Since Google cannot index images, it indexes alt text under images. 


Therefore, you should have alt-text for each image included and, if possible, add keywords whenever possible to boost your ranking.

You can add a link in the alt text for one of your pages to improve your internal linking.

Create Unique content

Google doesn’t duplicate content. Therefore, you need to create unique content that serves your users by solving their problems. 

Come up with a blog/resources page for your website and write comprehensive content that integrates your keywords. Use this to develop opportunities for backlinks.

Step 6: Work on your off-page SEO

After optimizing your website, you will need to consider working on external elements of your website that Google uses to rank pages. 

Two of the most important off-page SEO elements are backlinks and social media, both of which Google sees them as reliable ranking signals.

Link Building

A link from one website to another web page is called a backlink. Google sees backlinks as a vote of confidence that you have great content. 

However, it is important to point out that the quality of the site linking to your pages matters when it comes to building links, which is why you should ensure that links come from sites with greater authority than your website.

Also, you need to ensure that you get links from relevant sites. In other words, link building is about relevancy and quality. Google uses these signals to examine how authoritative your website is.

Here a few ways to get links for your website;

Creating engaging content – one way of earning backlinks to your site is by creating unique, engaging content. This way, other people will have a reason to link to your page.

Reach out to roof influencers and writers –  Creating engaging content is not enough. You should also have an outreach strategy via email. By doing this, you will be encouraging them to link back to your website or share it with their audience, especially if your content is great.

Guest post on other roofing sites –  In addition to creating great content and doing email outreach, you may find yourself struggling to earn backlinks. In that case, you can inquire about creating quality content for other sites in your industry and have them add a link back to your site on that piece of content. This is a win-win scenario. You can use Guest Post Tracker to find high authority sites that you can reach out to for guest posting opportunities.

Social Media

Whether or not social platform signals such as retweets, likes, and shares affect your ranking, one sure thing is that they are beneficial for SEO. This is because they not only boost traffic to your site but also increase your brand awareness and engagement.

Platforms to target and how to do it;

Facebook SEO for roofers 

As a local roofer, you can run ads for specific demographics. Also, you can use ads to bring traffic to your website, whereby your visitors come to learn about your services. You can also use ads to have influencers or bloggers link to your content.

Instagram SEO for roofers 

This platform is all about videos and images. The two make it a perfect platform for sharing your portfolio and testimonials. By leaving a link to your website in your bio, you can drive traffic and motivate Instagram influencers to link back to you.

YouTube SEO for roofers 

You can use visuals to promote your work and tutorials on YouTube. Although this may seem like you compete with people who offer DIY solutions, it’s a perfect way to increase your brand awareness and credibility. In addition, YouTube allows you to add a link in your video description of your website, and people are likely to use the link to come to your site.

Work With a Credible Roofing SEO Company

The online world is here to stay, and if you want to reach out to your local audience, you need to ensure your business shows up in local searches when potential customers search for roofing services in your area. SEO can help you rank higher on search engines, which is why you should make a sound effort to do it yourself or a financial investment to have an expert do this for you.

Keep in mind that you should not gamble with SEO. There are a good way and a bad way to do SEO, which is why you need to work with a credible company and one that utilizes ethical (white hat) SEO techniques.

Being a growing Toronto SEO Agency, at Lazaro Lifestyle Media we are professionals in SEO for local businesses across the GTA and are confident that we can provide exceptional rankings for your business, no matter where you are located. Utilizing our in-depth process, we can help you determine the right keywords to target, make sure that your website is optimized and produces links for your business to spread brand awareness and increase your rankings concurrently.

Connect with us today and learn how we can get your more leads for your business.

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