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Top 3 Tips from Roofing SEO Experts

Lucror SEO is dedicated to helping Roofing Contractors dominate the search engines.

Roofing is a competitive industry. If you want more roofing leads, then you need a solid SEO strategy. A solid SEO strategy is crucial for running a successful business online.

Roofers are finding it harder and harder to advertise their services on Google and other search engines without paying for advertisements. Unless you have a good SEO team behind you!

Read on to learn more about what you need to know about SEO when operating as a roofing company.

What is Roofing SEO & Why Is It Important?

Search engine optimization makes it easier for customers to find your roofing company. It’s important for roofing companies to use SEO because it increases visibility — and more visibility equals more potential roofing customers.

There are thousands of articles on how to do SEO, but few articles specifically about roofing as a category. That’s why it’s so important to know what you can do in order to optimize your company’s website and increase traffic through search engines.

I will be using two different roofing contractors as examples. We’ll call them Roofing Yay and Roofing Nay. Roofing Yay ranks on the 1st page for roofing contractors while Roofing Nay does not.

Tip 1. Optimize Your Roofing Site Using On-Page SEO

So how can I explain on-page SEO to a roofer? Well, think of on-page SEO as the trusses of your website. Trusses serve as a strong foundation for any roofing project, and the same should be applied to your website.

To build a strong foundation for your website you would need to do the following;

  • Optimize your metainfo (titles, headings, description, etc.)
  • Optimize your images (yes, I’m talking about your before and after roofing gallery)
  • Optimize the code (html, javascript, css, etc.)
  • Fix broken links & use redirects properly

The list goes on, and you’re probably wondering – what’s the point of all this? On-page SEO serves two main purposes. And that is to please search engines and users (your potential customers).

Having a strong foundation makes it easier for Google to crawl your website, which allows for better indexing, and therefore leads to better rankings. But this is not the magic bullet, we’re just getting started!

Remember Roofing Yay & Roofing Nay? Here’s how Google grades their on-page & technical SEO.
site speed
Roofing Yay
Add Your Tooltip Text Here
slow site speed
Roofing Nay
Add Your Tooltip Text Here
Action Tip

Visit Google Pagespeed Insights, enter your URL, and check out your score. If it’s not 90+, it means your website needs on-page & technical SEO work.

Tip 2. Roofer Content Gap Analysis

Competitors rank high for a reason. Chances are their websites are better optimized, have more authoritative content, and have a strong and spam-free backlink portfolio. We’ll get to backlinks later but for now, let’s focus on content and how content gap analysis can help you rank higher.

The typical roofing website will have a homepage, about, contact, gallery and inner pages that consist of siding, gutters, and other secondary services. Rarely do they have blogs, because why would you want a blog, right?

I get it, blogs are hard to maintain and writing just isn’t your thing. BUT, Google loves blogs, especially ones that push out authoritative and quality content on a consistent basis. Let me give you a real time example of why blogs are important by using Roofing Yay and Roofing Nay. Here’s the results of a content gap analysis between the two;

content gap analysis

Now Roofing Yay is ranking #1 for the question based keyword; What are gutters for?

You’re probably asking yourself; how does this question-based keyword and ranking help with my overall local SEO strategy? Well, the more pages and blog posts you have ranked that are actually getting traffic help improve other keywords you want to target.

You can utilize internal linking to pass juice to your homepage or other service pages. I can guarantee you this is one of the reasons why Roofing Yay is dominating their local search rankings.

If you want to see what other content your competitors are writing about, you can use this free Keyword Gap Analysis tool.

If you want more question-based Roofing keywords that most people are inquiring about then you can use Quora here.

Action Tip

Visit TheHoth’s Free Keyword Gap Analysis Tool, enter your domain, enter your competitors domain, and find a few Roofing topics to write about! (Yes, you can outsource as well)

Tip 3. Create a Roofing Location SEO Silo

Next, we’ll talk about SEO Location Silos and how it can help you with your overall strategy. A Silo structure in SEO is a type of website architecture where you group and interlink content about a specific topic or location.

In this example, I will be using a location silo. It’s no secret by now that both Roofing Yay & Roofing Nay are located in Dallas, TX. So let’s go ahead and use Dallas County as our silo’s primary location. Here’s a visual map of how it would look like;
Roofers are service area based businesses so it’s important to target as many areas as you can. There are a total of 20 towns and cities in Dallas County. With a location silo, you can rank for more towns & cities in addition to your primary location.

With a silo set up like this, Roofing Nay can link back to either Dallas County, Dallas TX, or both! By utilizing this method, you’re passing on link juice, letting Google know about your site structure, and making it easier for visitors to navigate to a different location if they happen to end up on the wrong silo page.
Action Tip

List down all the areas you want to target in your county and surrounding counties. Find something unique about each town/city to include in the location pages. Don’t just duplicate the content!

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