Roofer SEO Strategies That Bring Results (And Sales!)

John SammonAuthor: John Sammon
Updated on 04/15/2024

Targeting and getting business from both residential and commercial audiences can be challenging.

Your city and your roofing competition can heavily impact your efforts to be at the top of search engines for key terms. Usually, the landscape is extremely competitive and you need to be on top of your game in order to generate the sales and revenue that your company strives to achieve.

We have the system, data, process, and team that can help you generate more sales from qualified leads and local traffic via search engines. Please read below to learn more about what you should be doing, our approach, team, and successes in helping countless companies across the U.S. with SEO.

One of our clients said it best:

Want a Free Assessment?

Frequently Asked Questions About SEO for Roofing Companies

To help you as you learn more about search engine optimization, whether you are doing it yourself or want to know more before outsourcing to a reputable agency, we’ve created this handy guide of common (and uncommon) questions that can help.

Table of Contents


What is SEO for Roofers?

roofing seoSEO, or search engine optimization, is a digital marketing strategy that involves making calculated enhancements to your website, local profiles, and backlinks in order to help you increase your ranks on Google, Bing, Yahoo, and alike.

For roofing companies, SEO requires special dedication to your local presence, which means extra tactics that other industries won’t require. From optimizing your Google Business Profile, collecting reviews, and maintaining directory listings, there are various things roofers can do to improve their SEO.

Back to top of page


What Factors Are Most Important to Rank Well?

We’ve helped a variety of locally focused businesses like roofers over the years, and here is a brief overview of some high-level things you should analyze and update:

  • Google My Business Profile – In order to gain positioning in the local-pack or map-pack listings, it’s critical to update your Google My Business profile. Based on what you discover in your local competitor research on maps, it’s time to make some changes. Completing your profile as much as possible can get you in a better place to rank higher locally, this also includes keeping it up to date with offers and updates from your team.
  • Landing Pages – The content on your website is vastly important for SEO, and in the past year, Google has changed the way they evaluate local content and has put a higher emphasis on websites that provide high-quality, helpful content. Having helpful content on your pages not only will be appealing to customers, but also to search engines. So be sure to display your services, testimonials, hours, locations, and photos on all of your location pages.
  • Quality Backlinks – Getting links from websites that have high authority online can signal to search engines that your site is also important. But as a local business, this can be hard! One thing you can do is to lean on your connections in the community. Are you a part of any local unions or chambers of commerce? Be sure they are linking to you if they mention you on their site.
  • User Experience – Have you ever visited a website and were instantly turned off by slow loading times, images that don’t display properly, links that don’t work, and a navigation that is impossible to use? Making changes to how your website displays and interacts with users can reap tremendous rewards. You can use a tool such as PageSpeed Insights to get a grade on your site’s experience and what you can do to change it.

Back to top of page


What Keywords Should I Target?

Having the right keywords on your site is essential for a successful SEO campaign. And tracking them to see your progress is also essential. It’s important to first research which keywords are searched the most by your target audience so you can get the most traffic to your site. As a roofing company, some terms you may consider targeting include:

  • Roofing companies near me
  • Roofing companies
  • Roofers near me
  • Metal roofing prices
  • Roofing
  • Metal roofing
  • Roof repair
  • Roof repair near me
  • Affordable roofers near me
  • Roof replacement
  • Local roofing companies
  • Local roofing contractors

When determining which keywords to use, you can also add the city you’re targeting. For example, if the keyword you’re targeting is “metal roofing,” you can target “metal roofing in Buffalo.” This will help your page rank for specific cities, which is a strategy for local SEO marketing.

And if you only work with commercial properties, or residential, we suggest to also incorporate those terms in as well.

Back to top of page


What is Link Building and How Can my Roofing Company Get More Links?

As mentioned above, quality links are important for ranking. And link building involves acquiring links from other websites other than your own, it is also sometimes referred to as backlink building. Building links can increase relevance, authority, and page traffic of your site and help it be considered high-quality in the eyes of search engines.

One thing you can do is search “find roofers” and see what different sites come up that list multiple roofers in the area. You do some research on those websites and see if you can be listed as well. We’ve seen this method work in the past with our clients, and it’s an easy way to gain a backlink.

Otherwise, we suggest looking into getting involved in your community by sponsoring events, offering up expert advice on both local and industry blogs, and looking for mentions of your brand without a link, and kindly asking for attribution.

Back to top of page


Roofing is Highly Competitive in My City, What Else Can I Do?

If your local area is flooded with competition, something you should look into is whether others on Google Maps are abiding by their policies, which include not having loads of keywords in the business name, not having fake reviews, not displaying an address for a private residence, and not using a P.O. box as an address. If you find businesses ranking above you who are doing this, you can report them to Google and have them removed.

Something else that was recently discovered is that adding custom services to your profile can give you a boost in rankings! If you didn’t know, Google provides pre-defined services that you can easily add-in on your profile, but you can create custom services as well.

Simply head over to your profile, and click on “Services” from the menu:

GBP services

You will then be able to add custom services to your profile. A few examples of custom services we’d recommend for roofers would be:

  • Custom roofing quotes
  • Emergency roof repair
  • Roofing services in [city]
  • Same day appraisals

Obviously, these will depend on what capabilities your team has, so be sure to not make any false promises if you can’t keep them, or you may wind up getting a negative review.

Back to top of page


How Can I Increase Conversions on My Website?

If your site gets a good amount of traffic, but few to no conversions, it may be due to a number of factors, including your design. Making some small adjustments to your layout can increase conversions and help you reach your ROI goals. Here are some important tips that will help convert users to your website:

  • Display a lead form “above the fold” – Lead forms are a helpful alternative for those who are in the beginning of their buying journey. And much like the most important news in a newspaper is above the fold, it’s important that your forms are visible on the page without needing a user to scroll.
  • Eliminate distracting elements – If you want to get users to convert, make sure to remove anything else on your page that would prevent them from doing so. For example, while pop-up banners can be helpful in encouraging people to contact you, they often come with loads of issues, such as not being close-able. Do some tests for yourself, on desktop and mobile, and see if it is really worth it to have those in play.
  • Include a clickable phone number – Having a clickable number makes it easy to call and is important for users who are looking at your website on their phone. For roofing companies, if people need emergency roofing services, having your phone number on your webpage at all times will make it easy for them to call at a moment’s notice. By not having a phone number, you’ll be missing out on conversions.
  • Updated site design – The average internet user’s attention span is 8.25 seconds so make sure your design is eye-catching, or at least current with the times. A good design tactic to incorporate is the left/right design technique. This is when you have an image on the left and text on the right and alternate between the two. This breaks up the text and keeps users engaged visually.

Back to top of page


Do the Pages I Link to On My Site Matter?

Yes, it matters a lot, especially when it comes to your own web pages! This is called internal linking, and it has numerous different impacts on your search engine optimization strategy. Looking at this study done by Zyppy, here are some important insights that were found on internal linking:

  • Pages that have around 40-44 internal links have a high number of Google search clicks, compared to numbers lower and higher of internal links.
  • There is a strong correlation between anchor text variety of internal links and the number of Google search clicks. For example, not linking to your blog from the word “blog” every time, but instead, switching it up.

Back to top of page


So, Why Do You Need SEO?

roofing seo stats

If knowing your competitors are doing SEO isn’t enough, here are some compelling roofing marketing statistics you should know from Invoca:

  • 62% of users searched for roofing companies before converting
  • The year-over-year growth for “roofing companies” is up 107%
  • 80% of users did not have a roofing company in mind when they started searching
  • 84% of people looking for roofing called a company after they researched
  • The sale amount for people searching for roofing companies is nearly 5k

Back to top of page


What are some ways to get more Google reviews?

As you may have noticed, businesses that rank high on Google Maps usually have a ton of reviews, so it’s very crucial to get reviews for your business profile. Not only does Google recognize it, but people tend to trust companies more if they have reviews available to look at.

If you are looking for different ways to increase reviews, here are some helpful tips:

  • Send out email blasts to customers, and politely ask for a review
  • Ask for reviews on social platforms for your followers
  • Include a link for a review in email signatures
  • Include a review request on receipts or invoices

Back to top of page


I don’t have a website, is that necessary for SEO?

Yes. We often see roofers having Google Business Profiles that are either missing a website link, or go straight to a Facebook page.

To get started with a website, we recommend creating one through either Wix or WordPress, depending on your budget and skillset! We also recommend creating a custom site, instead of purchasing a pre-made template. With custom sites, you’ll have the freedom to create whatever you desire in a site without having to face the issues pre-made templates can have.

Once the site is created, you’ll want to have separate pages highlighting the different services you provide and answer any questions customers may have. There are many other recommendations we have such as ensuring your site is mobile-friendly, but the list goes on.

Back to top of page


What is technical SEO and is it important for my SEO strategy?

Technical SEO refers to optimization efforts for various features on the backend of your website and server. This allows search engines to improve crawlability and to digest your site’s content. This is about the infrastructure and while it has nothing to do with the content on the site, it’s still a key factor to focus on as it can impact how users interact with your site. And if your site has a bad user experience, it can lead to high bounce rates and low conversions!

Back to top of page


How long does it take to see results in SEO?

SEO isn’t something that you’ll reap results immediately. You’ll typically see some initial results within 3-6 months. Search engines tend to take time to understand the changes you’re making as well as crawl the new content or links you’ve built.

Back to top of page


What are ways to measure the success of your roofing SEO strategy?

When developing an SEO strategy, you’ll really want to focus on creating goals and finding ways to determine the success of your campaign. Some SEO key performance indicators to better understand your performance include:

  • Keyword rankings
  • Search visibility
  • Organic traffic
  • Conversion rate

Back to top of page


How will SEO benefit my roofing business?

People tend to research online before choosing a company, which is why it’s critical to build an online presence. SEO for roofing will benefit your business by:

  • Reap long-term results – With SEO, you’ll see that it drives continuous long-term results for your business.
  • Build brand recognition and trust – People want to put their house or roof more specifically in somebody’s hands that they trust. When you rank highly in the search results, it is telling them that your business is matching what they are looking for.
  • Drive more qualified traffic – SEO helps you rank in searches where people are looking to find a roofer. While it helps bring in more traffic, it further is leading to more qualified leads as well.

Back to top of page


What differentiates SEO from PPC?

Search engine optimization (SEO) drives users to your site through keywords within organic searches, while pay-per-click inserts keyword-targeted ads near the top of search results to entice users to click them instead.

Back to top of page


Do I need both SEO and PPC?

It really depends. While PPC can definitely give you a boost, the clicks can get costly. Also, some businesses can thrive using only SEO. PPC is an exceptional tool at your disposal and if you’re looking to target a specific audience, this definitely should be utilized. Here is a screenshot of what the current cost-per-click looks like for some common terms you’d likely target:

roofer ppc terms

Back to top of page

“Sixth City Marketing has made me realize that having a website and not doing SEO is like getting a phone number and not listing it anywhere.” – Marc Konys, Bruening Glass Works

We Can Provide Tailored SEO for Roofing Companies

Our agency is unlike any other, and our in-house team has 25+ collective years of experience supplying SEO for a variety of industries who are both direct-to-consumer and business-to-business. Because of that, we know the importance of crafting uniquely customized strategies from scratch for every client we work with.

Advantages of Our Roofer SEO Services

Some advantages that come with working with our team include:

Custom Approach

With the SEO focus on your location, there are a lot of variables that come into play when developing a strategy for your services. Therefore, we start all of our campaigns from scratch – no cookie-cutter approaches here.

You Can Focus On Other Areas of Business

When working with us, you’re able to have more time on your hands to dedicate to growing your roofing business and to helping customers. You can trust that our team has SEO is covered.

Your Website Will Grow Stronger

Through the backlinks we acquire and the content we write to every small change we make in between, all our SEO efforts is not only done with the goal of getting you more business, but we also work to put your website in a better condition for years to come.

Long-Lasting Results

The work that we do for you during your campaign, whether it’s for a year or a more extended period, will help give your website a more stable foundation in the eyes of Google well into the future.

Generating ROI is Our #1 Priority For Your Business

When you choose our roofing SEO agency, you’ll be partnering with a company 100% focused on providing return on your investment. We know that marketing has to be fuel to propel sales. Our ROI focused approach and system starts by tracking the source of the following elements:

  • Online form submissions
  • Phone calls
  • Online chat submissions
  • Email sign-ups
Having this type of data can be a game-changer for helping roofing businesses understand the impact of their overall marketing efforts. This is key foundational element of a campaign.

Who Is Sixth City Marketing?

top home services digital marketing agencySince opening in 2010, we have grown to a team of 15 marketing pros who love what they do and enjoy working together to help businesses thrive.

Due to our transparency, quality work, and more, we have clients who have stayed with us for over nine years! Our experience not only with roofers, but other home services providers, manufacturers, and more, allows us to provide fresh perspectives and unique approaches to helping our clients succeed, no matter the industry.

While we pride ourselves on being an SEO agency, we also provide other digital marketing services such as PPC, web design, social media, email marketing, and more.

And even though we are headquartered in Cleveland, and have other offices in ColumbusIndianapolis, Chicago, and Pittsburgh, we would be happy to help your business no matter where you are. We regularly make trips and can also arrange meetings for calls and video conferences.

Other Industries We’ve Worked With

Something unique about us is that we have worked with a variety of companies, which has helped us gain more knowledge and expertise as we’ve battled through different issues. As for similar businesses to roofing, some additional home service areas we work with include but are not limited to:

Other Ways We Can Help Roofers Outside of SEO

Like we just said, we can help you business with other services to help boost your online presence, as a complete marketing campaign can help you to be even more successful. Our other services include:

  • Pay-per-click marketing– This is a great way to reach your target audience and increase the traffic to your site! Our team can run targeted paid ads through platforms such as Google Ads, Bing Ads, Facebook Ads, or Instagram.
  • Website design and development – If your website needs improving, our team is happy to design a user-friendly website that can help influence conversions and be compatible will all devices.
  • Email marketing – Our team will write, design, schedule, and monitor your campaigns with the goal of the customers goals in mind.

Notable SEO Success Stories

Not only have we done SEO for roofing companies with the focus of delivering the best results, but we’ve also helped many other industries as well. Some of our case studies show a few of our other notable clients:

M/I Homes

  • Resulted in 48% increase in overall website traffic
  • 12% traffic increase from organic
  • 58% increase in new website visits

TYKMA Electrox 

  • Monthly leads boosted by 314%
  • Improved overall traffic by 402%
  • Organic traffic was increased by 50%
“Fantastic to work with the Sixth City team. We brought them in to our website hoping to increase traffic. With some initial quick changes, we saw our traffic more than double within a matter of a couple of months. It is so valuable to have the input from experts who know how SEO and other marketing avenues work and can produce a far greater result than trying to beat the system on your own.” – Dan Eifel, Summers Rubber

Let’s Discuss Your Marketing Goals

Learn More About Our Roofing SEO Services

Interested in seeing just how we can help with SEO for roofing companies like yours? Get in touch with our team today.

Our Partners & Awards