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If you run a roofing business, you know that most of your leads come from your local area. Whether it's a storm-damaged roof or a long-overdue replacement, people search online before picking up the phone. And when they do, you want your company to show up—right at the top.
But here’s the challenge: your competitors want the same thing.
That’s where SEO comes in. Search engine optimization helps your roofing company appear in front of homeowners when they’re actively looking for your services. Not just in search results, but in maps, reviews, and local directories too. Whether you're managing your own strategy or working with a roofing SEO company, getting this right means showing up exactly where and when it counts.
In this article, we’ll walk through a clear, no-fluff SEO blueprint made specifically for roofers—so you can get more local leads, book more jobs, and grow your reputation online.
SEO is more than keywords and links. For roofers, it’s about local visibility—showing up when someone nearby searches “roof repair near me” or “best roofing company in [your city].”
Google Business Profile optimization
Local keyword targeting
Service-area pages and localized content
Online reviews and ratings
Mobile-friendly, fast-loading website
Technical SEO (site structure, speed, crawlability)
Each of these areas plays a role in whether Google trusts your site—and whether customers do too.
Your Google Business Profile (GBP) is often the first thing people see when they search for a roofer. It’s what powers those map listings and the “local pack” (the 3 businesses that appear under the map on search results).
Claim and verify your listing
Use your exact business name and physical address
Add all services (e.g., roof repair, metal roofing, storm damage repair)
Upload photos of your work and team
Set correct business hours
Add a keyword-rich business description
Encourage customers to leave reviews—and respond to them
Tip: Include before-and-after photos and regularly update your profile with posts or offers. Google likes active profiles.
Keyword research helps you find out what potential customers are typing into search engines. But you don’t want to rank for just any roofing term—you want the ones that will bring in local leads.
“Roofing contractor in [City]”
“[City] roof repair services”
“Emergency roof repair near me”
“Shingle roofing [Neighborhood]”
“Metal roof installation [City]”
“Best roofer in [Zip Code]”
Google Keyword Planner
Ubersuggest
AnswerThePublic
Google Autocomplete
Your own customer questions
Once you have your list, use those keywords naturally in your content—not just dumped on the page.
If you serve multiple towns or neighborhoods, don’t rely on a single “Locations” page. Create individual service pages for each city or area.
A unique headline with the local keyword
Description of the roofing services offered there
Local testimonials or job examples
Google map embed
Calls to action (contact, estimate request, etc.)
Why it works:Google sees each page as highly relevant to people in that specific location.
Your blog or resources section isn’t just for SEO—it’s how you build trust. The right content helps answer the exact questions your potential customers are asking before they call.
“How to Tell If Your Roof Needs Repair After a Storm in [City]”
“Cost of a New Roof in [City]: What Homeowners Should Expect”
“Shingle vs. Metal Roofs in [Climate Zone]: Pros and Cons”
“How Long Does a Roof Last in [Your State’s Weather Conditions]?”
Use simple language, add photos if possible, and include a clear call to action at the end of each post.
Most people searching for roofing services are on their phones. If your site is hard to navigate, loads slowly, or looks outdated—it’s probably costing you leads.
Click-to-call phone number at the top
Fast loading (under 3 seconds)
Easy-to-use navigation
Clear contact form
Short paragraphs, bullet points, and bold subheadings
Test your site:Use Google’s Mobile-Friendly Test and PageSpeed Insights to see how you're doing.
Reviews are a ranking factor and a conversion tool. A roofer with 85 five-star reviews will almost always get the call over someone with 5 reviews—even if they’re ranked lower.
Ask happy customers right after the job is done
Send a follow-up email with a review link
Make it part of your process (“We’d love your feedback”)
Respond to every review (positive and negative)
Avoid: Fake reviews or review swaps. Google may remove them or penalize your listing.
Links from other trusted local sites to yours are like votes of confidence in Google’s eyes.
Chambers of commerce
Local business directories
Partner businesses (contractors, real estate agents)
Local news stories or press releases
Sponsorships (school sports teams, community events)
Start small and focus on relevance. A link from your city’s business blog is more valuable than a random national directory.
You don’t need to be a data expert to measure your SEO—just track a few simple metrics:
Keyword rankings (use tools like BrightLocal or Semrush)
Website traffic (Google Analytics)
Calls and form submissions (track with call tracking or CRM tools)
Google Business Profile performance (views, clicks, direction requests)
If something isn’t working, adjust your content, improve the page, or try new keywords. SEO is ongoing—but the results build over time.
Using the same content on all city pages → Always make them unique
Neglecting Google Business Profile: Keep it updated regularly
Keyword stuffing → Focus on natural, readable content
Ignoring site speed or mobile usability → Most visitors will bounce if it’s slow
Not asking for reviews → Happy customers won’t leave reviews unless prompted
SEO for roofers isn’t about chasing trends or gaming the algorithm. It’s about putting your business in front of local homeowners at the exact moment they need you.
When you invest in a strong local SEO foundation—optimized profiles, relevant content, mobile-friendly design, and good reviews—you’ll see more phone calls, more quote requests, and more booked jobs.
It takes time and consistency, but once it kicks in, it works like a flywheel. The better your rankings, the more leads you get. The more leads, the more reviews and content you can build. And so on.
You already know how to build great roofs. Now it’s time to build your presence online the same way—strong, reliable, and designed to last.
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