Get More High-Quality Leads With Easy-To-Implement

Roofing SEO


Written By: Joey Randazzo

Joey Randazzo is the owner and Founder of Portland SEO Growth Partners based in Portland, OR. He’s worked with hundreds of businesses to build growth-centric SEO campaigns.

Updated: January 13th, 2023

This Roofer SEO Guide Has Been Comprehensively Updated for 2023

Due to consistent algorithm updates, the relatively recent Helpful Content Update in late 2022, we’ve updated the written content that already existed on the page. We’ve written new content. And we’ve filmed new video content. Everything is up-to-date, fresh, and helpful for your roofing business to dominate Google for 2023.

How We Help Roofers Grow Their Practice & See A

5.7x ROI on Their Monthly SEO Investment

Increase Google Rankings

Get your roofing website ranking on Google for high-value keywords that your target audience is searching for.

More High-Quality Web Traffic

Get more interested home owners coming to your website each month.

Increased Leads & Phone Calls

Get more motivated home owners calling you to get quotes & inspections.

You Get Your Time Back

Stop spending your weekends writing blog posts that no one reads. There are better ways to spend your time!

Here's What You Want To See With Your Roofing Website & SEO

When Someone Types into Google "Roofer Near Me", You Show Up Here...

When Someone Types into Google "Roofer Near Me", You Show Up Here...

Think about how people search for roofers. They’re probably binge watching the next best show on Netflix, Hulu, Disney+, HBO, or one of the other 5 million streaming services.

They pull out their smartphone (because who uses laptops or desktops at home nowadays).

They go to Google and type in something like “Roofer Near Me” – the FIRST thing to show up is the Maps area of Google called the Google Local Pack. The roofers that rank in this Google Local Pack get most of the calls and leads. They win!

When Someone Types into Google "Best Roofer in [City]", You Show Up Here...

When home owners are looking for roofers, they often use the language of “best roofer near me” or “best roofer in [city]”.

Think about it… Replacing a roof is a BIG expense. Home owners want the best and most trusted company. That’s why they search like this!

The roofers that rank in the Maps area for these keywords get the most website visitors and phone calls.

When Someone Types in Questions into Google like "When is the best time to replace a roof in Portland, OR", You Show Up Here..

When Someone Types in Questions into Google like "When is the best time to replace a roof in Portland, OR", You Show Up Here..

Home owners ask tens of thousands of questions into Google each day. Questions like…

  • “When is the best time to replace a roof in Portland, OR?”
  • “How long does a roof replacement take?”
  • “Do I need a full roof replacement or just a repair?”

Ranking for these keywords in Google proves that your website is an “authority” and can be trusted.

People Are Searching Differently For Roofers Than They Used To

Just take a look and see the increase in people searching for “roofing company near me” over the last five years. 

This screenshot above comes from a tool called Google Trends (a tool created by Google itself). You can see the drastic increase in the number of people searching for “roofing company near me.”

See The Common Theme? You Want To Rank and Show Up in Google For The Searches That Your Target Audience Does Every Day

At the end of the day, here’s what you want:

You want more phone calls. More leads. More website visitors. And ultimately, more paying customers.

The way you do that is to show up in Google when your target audience searches for roofing services.

How Do You Get Tangible Results With Roofing SEO Services?

Step 1: Comprehensive SEO Audit

Most SEO “experts” fail to complete this step. They simply start “optimizing” things. They throw spaghetti against the wall until they can get something to stick.

The question that MUST be asked is:

How can you reach your SEO goals as a roofing company if you don’t have a clear understanding of where you’re at?

We recommend doing a comprehensive SEO audit to determine your:

  • Current SEO performance
  • Current SEO errors
  • What your local competitors are doing
  • Technical SEO performance
  • And more

Step 2: Local SEO Visibility Audit

Increasing “local visiblity” is the single-most important thing a roofer can do.

The more visibility… The more leads/phone calls. 

We use robust and powerful third party tools to run a “SEO visibility test” on your roofing business. This report gives us data-driven insights into how you’re business’s visibility is currently performing. 

The report looks like this:

Step 3: Create a Roadmap Based on Data

Let’s go back to the question asked earlier: 

How can you reach your SEO goals as a roofing company if you don’t have a clear understanding of where you’re at?

Well, now you have data!

Based on the data, you can build a comprehensive SEO roadmap that will take you from where you’re at to where you want to go. 

For example, the data might let you know that your homepage is missing a title tag and meta description (BIG NO-NO!) and therefore should be fixed immediately.

Let the data guide you.

Step 4: Implement Highest Priority Changes First

Here’s where the results really start to come through.

Not all SEO activities are created equal.

Adding one image to your “About Us” page is not going to be as valuable as fixing your homepage’s meta-data.

Our mantra?

Target low-hanging opportunities first. The opportunities that will actually move the needle and lead to more phone calls. 

Step 5: Local SEO Best Practices & Content Creation at Scale

Local SEO for roofers comes down to the following:

  • Consistent information that Google trusts
  • Authority
  • Accurate information

If your roofing business has one phone number listed on your website but another phone number listed on HomeAdvisor? Google will lose trust. 

Think about it:

If someone types in “best roofing contractor in Portland”, then Google’s job is to provide the best, most trustworthy results. 

If Google can’t trust your phone number, how can Google trust that you’re the best choice for a home owner looking to spend $40,000 on a new roof?

Step 6: Meticulously Track Data

SEO isn’t a black box. There’s a lot of data that can be tracked to know whether 1) the SEO campaign is working or 2) the SEO campaign is not working.

Simple as that.

To ensure your SEO campaign is performing, you have to track data. Build a comprehensive dashboard that gives insights into your:

  • keyword rankings
  • website visitors
  • phone calls
  • and other important KPIs

Roofing Contractor SEO Services Shouldn't Be 🍪 Cutter - Everything Is 100% Customized To Your Business

Roofing SEO is not the same as other types of SEO.

Unfortunately, most other SEO companies will use the exact same strategies for your roofing business as they will their other client who is an acupuncturist.

That doesn’t make sense!

They use the same “tips and tricks” that they use in other industries, thinking that it’ll work with roofers. 

We approach your business as unique. As one-of-a-kind (because it is). We know it’s cheesy to say this, but think about it:

Will a roofing company in Bloomington, Indiana have the same market as a roofing company in Portland, Oregon? No.

Should a roofing website built on WordPress be treated the same as one built on WebFlow? No.

5 Tactical Local SEO Strategies for Roofing Companies

Strategy 1: Google Business Profile Optimizations

This is an example of a roofing company’s Google Business Profile:

Well, this is an example of a Google Business Profile on the front-end. This is what someone searching on Google can see.

But think about this:

Why do Google Business Profiles matter for roofers? Google Business Profiles are important ranking factors if you want to rank in the Google Local Pack. Here’s an example of the Google Local Pack:

Optimizing your Google Business Profile helps you show up there ☝️

And, you WIN local SEO when you show up in the Google Local Pack. You get more visitors to your website and more phone calls than your competitors.

Now the question is, how do you optimize your Google Business Profile in order to show up in the Google Local Pack?

The key is to be comprehensive. Offer as much comprehensive information as possible. There are multiple sections within your GMB profile where you can do this, such as:

  • Your categories
  • Your main description
  • Your services
  • Your products
  • Your photos

Here’s an example that shows the difference between being comprehensive and not being comprehensive:

Under your main description, you might write something like… “We are a motivated and detail-oriented roofing company dedicated to quality, timely work.”

Sounds great, right? But there’s just one problem…that’s only one sentence! Google allows you 750 characters for the main description. Use them up to your advantage! Do you offer special services like skylight repair? Do you work on both residential and commercial roofing projects? Which different types of roofing do you install?

To be comprehensive, you have to answer EVERY possible question for your target audience.

Strategy 2: On-Page SEO for Your Homepage and Location Pages

On-page SEO for roofing companies refers to the content on your website, including:

  • Your title tags
  • Your meta description
  • Your header tags (H1, H2, H3)
  • Internal and external links
  • Your images
  • And basically anything that you can put on a website page!

Why is this content important? Because Google cares about on-page SEO for roofers.

For single-location roofing companies, the most important page on your website, from a local SEO perspective, is the homepage. For multi-location roofers, you’ll want to focus your local SEO efforts on your location pages.

For these pages, you want to be SEO-friendly by using keywords while also providing comprehensive information to the user (and to Google).

For example, instead of a title tag like “Smith Roofing Co. – 503.333.4444” you can make it easier for Google by writing something like “Trusted Roofing Company in Portland – Smith Roofing Co.”

Strategy 3: Website Architecture Best Practices

This is an underrated SEO strategy for roofing companies. Your website architecture and your sitemap are intimately linked.

Why does google crawl your sitemap? To understand your website architecture, which provides Google better insight into what your website is about.

Here’s what a sitemap might look like to Google:

A little confusing, right? Don’t dwell on it too long. Just know that when Google crawls a sitemap like this, it’s determining what your website is about (which is key for local SEO).

The point is that your website structure should be set up hierarchically. Let’s use two common services that roofer offer – 1) residential roofing and 2) commercial roofing

Where should these pages live on your site? To start, you should probably have a “services” page that has the URL structure similar to .com/services/

Now, any services that you offer (such as residential and commercial roofing) should live UNDER this main services page. See below:

  • .com/services/residential-roofing
  • .com/services/commercial-roofing

Surprisingly, many websites don’t implement this website structure. They lack vertical architecture and, instead, have every page living directly under the homepage. See below:

  • .com/services/
  • .com/residential-roofing/
  • .com/commercial-roofing/
  • .com/roof-repair/

With this site structure, it’s not totally clear to Google that “Residential Roofing” is a service that your company offers. It’s no different than any other page on your site!

Strategy 4: Content Creation at Scale

Now the fun begins. Home and business owners search for thousands of questions into Google every day.

Some are super local:

  • best roofing companies in Portland
  • best roof repair in Portland

Some are generic:

  • Do roofers clean out gutters?
  • How much does it cost to replace a flat roof?
  • Can roofers repair skylights?
  • How long does it take to install a residential roof?

Answering questions like these through comprehensive blog articles on your website will do 2 things for you:

  1. You may rank in Google for these keywords that people are searching, and in turn drive traffic to your site.
  2. Google will take notice and see your website as more authoritative over your competitors. Google will think, “wow, they’re answering all of these roofing-related questions that users are searching for. Their website is more valuable, compared to local competitors who haven’t answered any questions.”

Strategy 5: User Experience is a Bigger Deal Than You Think - Stop the Keyword Stuffing!

PBN link building…keyword stuffing…all the old SEO tricks that used to work. Those tactics are out!

Google has figured it out. And Google’s starting to understand that a user’s experience on a website is crucial.

What does this mean for you as a roofer?

  • Make it easy for users to find what they’re looking for. They shouldn’t have to waste 5 minutes figuring out how to request a free roofing quote on your website.
  • Make it easy for users to contact you. Your phone number should be clickable on a mobile device. The easier they can get ahold of you, the better.
  • When writing content, you should actually offer value to the reader. Vague, keyword-stuffed articles aren’t going to cut it anymore. Your content should thoroughly answer your audience’s questions and add value to them.

On Average, Our Roofing SEO Services Cost

31% Less Than Other SEO Companies

Compared to Other SEO Companies That Average Between $1.5k and $3k Per Month.

FAQs About Roofing SEO Services

Here are the most common questions we’ve heard.

What is Roofing SEO?

Roofing SEO is a form of marketing that helps roofing contractors increase their visibility in search engines, particularly Google. 

Within roofing SEO, there are dozens of strategies. Some work better than others. 

Strategies include:

  • keyword research
  • on-page SEO
  • off-page SEO
  • Google Maps optimizations
  • local SEO
  • content creation
  • landing page creation
  • PR 
  • and more

Why is Roofing SEO Important?

Roofing Contractor SEO is important because it gives you more visibility for motivated home owners looking for roofers right now. 

This last part is a really important distinction.

Think about social media marketing for roofers. You’re targeting people scrolling through their Instagram feed. People that are too busy watching cat videos to care! They’re not ACTIVELY looking for a roofer right now. Sure, some of them might convert, but much less than those home owners going to Google and typing in “best roofing company in [city]”

SEO for roofers gives you the opportunity to get in front of motivated buyers actively looking for the services you offer. What roofing company doesn’t want that?!

How Long Does SEO for Roofing Companies Take To Work?

Roofing SEO can take 1 week – 6 months for you to start seeing results. It depends on a variety of factors:

  • How big of a city you’re in
  • How long your website has been around for
  • How high your website’s “domain authority” is
  • How your current SEO is performing
  • And much more

Some of our clients see double the phone calls just 30 days after working with us. Others see double the phone calls after 9 months. It depends.

Think about this, though:

If every roofer could spend 10 minutes updating their website and then rank 1st in Google the next day, the internet would blow up!

Things take time. Google built their algorithms that way for a reason. 

What Roofing SEO KPIs Should We Track?

Roofing SEO data should be watched carefully.

As a roofer investing money in SEO, you’ll want to know if you’re getting a positive ROI or not. Why spend money on something that’s not working!?

Here are the metrics we recommend you track:

  • Keyword rankings: Are your ranking on Page 1 of Google for your most important keywords? How are your keyword rankings changing week over week? Month over month?
  • Organic website traffic: Is your organic website traffic from Google going up or down? Which keywords are driving the most traffic?
  • Online lead submissions: Are you seeing more online leads? How are they changing month over month?
  • Phone calls: Are you getting more phone calls from people searching on Google? How are phone calls changing over time?

What Type of Content Should Roofing Websites Have?

Roofing content should target the questions and queries that your audience cares about: 

Your audience (and Google) doesn’t care about a blog post you wrote in 2015 talking about a new person you hired. 

Your audience cares about getting their questions answered!

Questions like:

  • “how long does a roof take to replace?”
  • “Should I get a metal roof?”
  • “how long do roofs last in Portland, OR?”

If you create content that answers these questions, then you can potentially rank in Google when people search for these.

Not only that, but Google will crawl your website and see that you’ve thoroughly answered all of your audience’s questions. Google will then see you as being more trustworthy and authoritative. 

What are the Most Valuable Roofing Keywords for SEO?

How To Work With Us

First of all – we don’t work with all roofers.

We only work with roofing contractors who:

  • Are ambitious about growing their business
  • Have the bandwidth to take the growth that will come from working with us
  • Treat their employees and their customers well
If that sounds like you, then go through the easy process below:

Step 1

Request a 'Free SEO Audit'

This process takes about 2 minutes.

Step 2

Check Your Email

In less than 24 hours, one of our talented SEO specialists will send you a 3-5 minute customized video analysis. It will explain opportunities for you to outperform competitors

Step 3

Sit Back And Watch Your SEO Skyrocket

Just take a look at our case studies of the success that other Portland businesses have seen. You can have the same results.

If you’re looking for a Portland SEO company, we can help. Give us a call today to learn more about our pricing and availability. 

Let's Take Your Roofing Company From the "best kept secret" to the "most sought after brand"