Can you imagine a world without Google? Sure, it wasn’t too long ago where we were forced to use a Yellow Pages to find a roofing contractor or, you know, read a book and figure out how to replace some asphalt shingles by ourselves. But the immediate access to just about every answer we seek in our everyday lives (Exactly how many licks does it actually take to get to the center of a Tootsie Pop?) has rendered us borderline incapable of perceiving a world in which we cannot instantly find out the name of the band that sang “Up on the Roof.” (Spoiler alert: It’s The Drifters!).
Okay, maybe you don’t resort to using Google every 15 minutes like the rest of us, but that doesn’t mean that your customers don’t! Every day, there are 3.5 billion Google searches conducted, with searches including the phrase “near me” (such as “roofing companies near me”) practically doubling in usage every year.
And what’s the golden ticket that helps your roofing business stand out amidst that sea of Google searches? Three letters: SEO.
Most small business owners at this point are at least aware of search engine optimization and how it’s an essential component to any successful digital marketing strategy. But just like any prosperous long term marketing approach, proficient SEO takes time, and it requires a thorough understanding of what Google looks for in a roofing website to help grow its organic online presence and climb up the rankings on relevant search engine results.
If you’re looking to stand out from the competition and emerge as the more reputable, trusted, and sought after local roofing company in your region, here’s how to assemble the ultimate SEO strategy for your roofing website!
Perform an SEO Audit
Before you make any drastic changes to your roofing website, you want to conduct a thorough SEO audit to get a better understanding of what’s working and what’s not in terms of the current optimization of your website.
There are multiple purposes of performing an SEO audit, with primary motivations including:
- Seeking out website errors, such as internal 404s or broken and dead links
- Check if your content is in compliance with Google’s current algorithm standards and practices
- Review whether your headings, title tags, and meta descriptions are utilizing target keywords
- Inspect whether current website content is up-to-date and relevant
- Look for canonical issues that arise if your website has more than one URL displaying similar or identical content
One of the most popular and easy ways to conduct an SEO audit is through performing what’s called a website crawl. This is a bot or service that crawls and analyzes your website just as a search engine does, assessing how successful your current optimization strategies are and providing informative insight and data for any necessary areas of improvement.
Specific & Researched Keywords
Once you’ve performed your SEO audit and gained more insight into what’s missing from your roofing website, it’s time to start doing your research on target keywords in the roofing industry.
You can get started on your keyword research by utilizing resources such as Keyword Planner or Google Search Console, which grants you access to view different traffic data and analytic metrics that highlight all the relevant search queries and keywords people are using when they search for roofing services or a contractor.
Once you discover what keywords are relevant and successful in regards to the roofing industry, it’s time to start implementing them into your website’s content, incorporating them into everything from headings, title tags, meta descriptions, blog articles, etc.
Examples of proficient keyword implementation in your roofing website’s content can include writing out page titles such as:
- Roofing Contractor serving the Minneapolis Area
- Minneapolis Roofers You Can Count On
- Upgrade Your Minneapolis Home With Quality Roof Repair
- Professional Roof Installation in the Twin Cities
You should be applying these targeted keywords in the content of all of your roofing or home improvement services.
Relevant, Original, & Engaging Content
Aside from successfully incorporating your target keywords into the content of your website, the content itself needs to be concise, original, and engaging in order to appease Google’s algorithms.
Writing content for the sake of simply having content for your website is a common mistake many businesses make, as any content that’s considered to be “empty calories” by search engine site crawlers won’t translate into improving your organic rankings.
It’s easy to approach creating content as the outline of a book, whereas SEO and keyword metrics are the table of contents for your website, while the content itself is the words that make up each chapter and create an overall narrative.
Essentially, the content of the web pages of your roofing website should be the message, tone, information, and personality your roofing company wants to convey to your customers. Once you’ve fleshed those out, producing engaging and shareable content such as blog articles, video tutorials, infographics, testimonials, or anything else that can be considered as relevant and intriguing content, will do wonders for expanding the search-ability and online presence of your roofing website.
Some of the biggest elements that factor into a successful SEO strategy have nothing to do with the actual content of your roofing website. Off-page SEO tactics can help your website go above and beyond in terms of increasing your online visibility and appealing to Google’s algorithms.
A few essential examples of proactive off-page optimization include:
Google My Business Profile
The more you can flesh out your Google My Business profile (accurate contact information, online reviews, etc.), the easier you are to find online and show up in relevant roofing searches.
The more links to your roofing website you can generate from local and credible websites, the more reputable your roofing company will come across in the eyes of search engines.
Linking to pages on your website (blog articles, service pages, landing pages, etc.) helps enhance the user experience and site navigation.
Any mentions of your company’s name or contact information in local directories or websites establish credibility and increases visibility.
Rounding all the bases in regards to off-page optimization resources is one of the more overlooked and undervalued aspects of a successful SEO strategy.
SEO Strategy Specialists for Roofing Contractors
There’s so much work and energy that needs to be devoted to creating the ultimate SEO strategy that it can be daunting to even contemplate attempting, especially if you’re already running your own roofing company.
At Triton Commerce, our team of SEO specialists is specifically trained and equipped to provide your roofing business with custom SEO solutions that improve your website and help generate more leads. When you need the perfect SEO strategy for your roofing company, contact us today to get started on your free Digital Marketing Blueprint! Get My Free Proposal