Roofing companies need to stay on top of the latest digital marketing trends to give themselves an advantage in the marketplace. Roofing companies can use a variety of tools to acquire new roof repair and replacement clients; Facebook Ads, Google Ads, Direct Mail, and various other methods... but what about SEO? Does SEO still matter? The answer is yes.
- As a matter of fact, with all the attention on Facebook, SEO becomes much easier. In this blog we're going to cover 4 ways roofing businesses can use SEO to improve their search engine ranking—growing their client base, market share, and profits. Before we get started, it's important you understand what SEO is and how it works:
What is SEO?
SEO stands for Search Engine Optimization. SEO is the practice of including information and keywords on your website that your prospects are searching for when looking for a roofing contractor. The goal is for your business to pop up first in the Google results. Over 75% of all clicks go to the top 3 spots, so getting your business in the "3 Pack" will lead to boosts in lead volume and profits.
That's the name of the game. But this is not easy, and roofing companies who want to improve their search engine rank need experienced professionals to help them navigate the digital landscape.
How does SEO work? Whenever a prospect searches for "Roofing Companies in Pittsburgh," Google is going to crawl all of the pages they have in their index, and rank these pages based on on-page and off-page factors. On-page SEO Includes:
- HTML Schema (How your page is read by search engines)
- Site Speed
- Site Maps
- Regular Content Updates
Off-page SEO consists of external signals from across the web:
- Inbound & Outbound links
- Social Media/Business Profiles (Facebook & Google Business, Youtube, Bing, Houzz)
- Domain Authority
Truthfully, there are more ways to improve your search engine ranking, but these are the heavy hitters. One you have these bases covered and optimized, your roofing business can consider looking to alternative methods to boost your SEO.
4 Ways Your Roofing Business Can Improve It's Search Engine Ranking
1. Content (is King)
The most effective way for your roofing business to boost its search engine ranking—aside from hiring Churchill Consultations for your SEO—is to regularly create fresh content that educates and engages your target audience. In the early days, keywords held the most weight with SEO. This lead to what's known as keyword stuffing. (Saturating a page with search terms like "Best Roofer Near Me.") Companies began throwing keywords in where they didn't belong, which left readers confused and frustrated.
- & search engines exist for the consumer, so anything that took away from the overall experience on their platform got the axe. To offset this tactic, search engines such as Google & Bing put less weight on the keywords themselves, and instead shifted favor toward other factors such as the time spent on the page. If a user is on your page longer, this tells search engines that your content is engaging, consumers like what you have to say, and want to spend their time there. So...the best way for your roofing business to improve its search engine ranking is to keep users on your page. This can be done by creating engaging, valuable content that serves a purpose—besides manipulating the system to get users there.
3 Types of Content You Can Create to Improve Search Engine Ranking:
How to Content
"Behind the Scenes" Videos & day-to-day operations
Educational Content that solves a problem
2. Link Building
Some may argue link building is the most important. Link building occurs when another site references either your content, or when you reference theirs. For maximum impact, it's best that these links are related to your industry or from a local business. This goes back to telling search engines that your content is useful, engaging, and has value your audience cares about. Roofing businesses who want to improve their SEO should look to build links from local industry related businesses; other contracting companies such as HVAC, Plumbing, and window & door businesses are a great source to build links in your area. How to Build Links:
Link building is tough, but is well worth the time and effort. Your roofing business should reach out and offer to write blogs, guest posts, and share content with these businesses. Simply explain that doing so will also help their business boost their SEO. It's a win-win.
Tying in with the first point, make sure the links you create contain valuable content for your audience.
3. Use Purchase Intent Keywords
This is a huge mistake we regularly see roofing businesses make when optimizing their keywords, or lack-there-of... Not all traffic is created equal. If you're getting 10k website visitors per month, but none of them buy, you're wasting your limited resources. What you should hope to achieve is to bring visitors to your roofing site that have intentions of buying.
Keywords that have purchase intent include:
Best Roofing Contractors Near Me
Roof Repair Services
Fast Roof Repair
Not only will purchase-intent keywords bring more visitors, but they will bring more of the right visitors. (Big Difference)
Disclaimer: We're not saying there is no place for low-purchase-intent keywords, such as "types of shingles" or "When should I get my roof inspected." As a matter of fact, smaller roofing businesses may want to go after these keywords first. They will have less competition and are to be considered the low hanging fruit. As you begin to improve your roofing company's search engine ranking and build authority in your industry, you can begin to go after the more competitive keywords.
4. HTML Schema
If your roofing business wants to rank higher on Google, you should "explain" how you want search engines to crawl (read) your site content. Creating a HTML schema helps search engines understand what your page is about, and helps provide optimal search engine results at this time.
How to Improve Your HTML Schema:
1. Optimize Your Rich Snippets
By structuring your meta-data, you create values that help Google & other search engines understand what your page is about, which will correctly index your content. Below is an example of a rich snippet that search engines use to classify your site content.
By summarizing the information, you make working with the specific data easier, and will boost your ranking in the SERPs. (Search Engine Results Pages)
2. Use Schema.org
This gets a bit technical, but Google, Bing, and Yahoo! teamed up to create a schema markup tool your business can use to improve your site markup.
Below is a step-by-step guide to improving your HTML mark up.
Step 1: Go to Google’s Structured Data Markup Helper.
Step 2: Pick which type of data you want to markup
There are many types listed; if your page type isn't here pick the one which most closely resembles your page/content. Typically, articles are going to be what you want to select.
Step 3: Enter the Page URL You Want to Markup
After entering the URL for the page whose markup you want to create, you will be brought to a page that gives you the ability to tag page items.
Step 4: Simply highlight which page element you want to mark up
Use the toolbar on the right to classify each element.
Step 5: Repeat this process for each of the relevant items on your page
The toolbar on the right gives you an idea of what sort of page element you should be classifying. The image shown is our homepage, so there is no author; however different classifications of pages will have different corresponding markups.
Step 6: Finished? Now Click "Create HTML."
This will give you the JSON structured markup
Step 7: Add the Markup Schema to your Source Code
At the top of the page, select microdata and enter the highlighted sections of code to your source code. Alternatively, instead of using the microdata you can download the entire HTML file and copy/paste into your source code.
Click "Finish" and you will be prompted to complete the next steps in the process.
Step 8: Use Structured Data Testing Tool to determine what your page will look like after using the markup tool.
Click run test to see how your page will be displayed in the SERPs. (Search Engine Results Pages) You will get a prompt that shows you any errors, and will allow you to manually inspect each element on your page. Correct errors when necessary, and rerun the test to validate your changes.
If you're a roofing business owner (or a business owner in general) who wants to rank higher on Google, feel free to contact us for a free SEO consultation & site audit.
Published: Apr. 16, 2020