How Roofing Companies Can Improve SEO in 2024

Competition in the roofing industry is fiercer than ever. Attracting online leads can mean the difference between failure and success, but optimizing your online presence is easier said than done. In this blog, we’ll explore roofing SEO issues. More importantly, we’ll discuss how your brand can stand out in an industry that has grown by 3.7% annually since 2018. 

What Factors Influence Roofing SEO Today? 

Before we dive into the challenges surrounding SEO for roofing companies, it’s important to set the stage. How big is the industry today? What are businesses up against in terms of competition? The industry’s growth in recent years is down to several key factors, including:

• Increases in residential and commercial construction
• More renovation projects
• A heightened focus on sustainable building practices

As the demand for energy-efficient roofing rises, companies are turning to innovative materials and technologies to meet these needs. Roofing has moved beyond traditional materials to include options like green roofs and solar shingles. 

Commercial projects have also fueled industry growth. A greater number of developments equals more complex roofing installations. These require sophisticated solutions and skilled installation, and companies are increasingly rising to meet this challenge.

The uptick in demanding projects has amplified competition. Businesses are having to prove their worth in new ways in order to stay afloat. Part of that involves cultivating a solid online presence. 

Challenges With SEO for Roofing Companies

Roofing companies face unique struggles that complicate their ability to rank well. Understanding and addressing these hurdles is key to developing an effective strategy in 2024.

Local Competition

Local competition often lies at the root of SEO woes. Because roofing services are inherently local in nature, they’re not only competing with other local companies, but with national firms that have a local presence.

Essentially, each competitor is vying for a spot in Google’s coveted “local pack,” or the section that highlights local businesses related to the search query. To stand out, roofing companies must optimize their local SEO tactics. This involves:

• Maintaining accurate and consistent business listings across various platforms
• Managing online reviews
• Utilizing local keywords effectively

Achieving and maintaining high rankings can be difficult due to fluctuating algorithms and competitors’ ongoing SEO efforts.

Keyword Optimization

Choosing the right keywords can be hard for any business, but for roofing companies, it is particularly difficult. But why is this? Put simply, the industry-specific terminology tends to differ greatly by region, and not all consumers are aware of these terms.

For example, while terms like “roof repair” and “roof installation” are universally understood, industry experts are more likely to recognize specific terms like “EPDM roofing.”Companies must balance broad keywords with more specific, low-competition terms. 

Striking this balance can be a delicate process. 

User Experience and Mobile Optimization

There’s no way around it: user experience can make or break a site. With 88% of consumers less likely to revisit a site after a bad experience, companies must take proactive steps to optimize their platforms.

Like all businesses, roofing companies today have to create mobile-friendly, fast-loading websites in order to drive SEO. UX is a multifaceted approach, one even the most experienced designers struggle to get just right. 

Managing Online Reviews

Online reviews play a significant role in roofing SEO. Positive reviews can do wonders for a brand’s visibility, while less-flattering ones can tarnish your reputation. To that end, review management is key to improving SEO.

It’s important that businesses respond to reviews, both positive and negative, to maintain their online presence. Thank customers for kind words, and address any critical comments. This shows site visitors that you actively engage with their feedback.

Content Quality and Relevance

Creating quality content is another major challenge for roofing companies. Search engines favor content that provides value to users, which means businesses need to produce content that answers common questions and provides useful information.

The difficulty lies in crafting content that differs from competitors’. This requires a deep understanding of your target audience, as well as robust expertise in roofing-related topics. Here are some tips for creating content that meets this criteria:

• Identify and resolve customer pain points
• Utilize visual content
• Write for the layman
• Regularly update your content

Remember, quality should come before quantity. It’s better to take time researching your competition and generating relevant content than to spit out pages upon pages of content your audience doesn’t care about.

How to Transform Your SEO Game for Maximum Performance

Challenging though the roofing industry has become, things aren’t entirely bleak. By leveraging the right strategies, you can improve your content and drive SEO for greater results. 

Optimize Website Content for Local SEO

Local SEO is a game-changer for roofing businesses. Targeting local markets is one of the best ways to stand out from the crowd. Who wants to hire a company based 500 miles away, even if they’re well-rated? Nobody. That’s where you come in.

Start by incorporating location-based keywords into the content. For instance, if you’re based in Orlando, you might use keywords like “Orlando roofing services” or “roof repair in Orlando.” This targeted approach is critical to roofing SEO.

Build Quality Links

Link-building is a cornerstone of effective SEO. When possible, try to acquire backlinks from reputable sites within the construction and home improvement sectors. This can boost traffic and improve search engine credibility.

Participating in community events and sponsoring local activities can lead to natural backlink opportunities from local news outlets and community blogs. These high-quality links basically tell search engines, “Hey, this website is trustworthy and good to go!”

Link-building tools like BKA can streamline this process and ease your team’s burden. 

Use Social Media

Maintaining an active presence on social media platforms can indirectly benefit your company’s SEO efforts. By regularly posting updates and engaging with users, you can drive more traffic to your website. These platforms are also ideal for showcasing customer testimonials and case studies. 

Invest in Video Content

In 2024, video content has a big influence on search engine rankings. Video tutorials and behind-the-scenes footage can improve SEO for roofing companies in a number of ways. For one, they increase the amount of time visitors spend on the site.

They can also appear in specific search results, opening another avenue for potential customers to find your business. 

Focus on Website Usability and Mobile Optimization

Remember how we said UX can make or break a site? To prevent digital disaster, you need to provide a good user experience. You can do so by designing a site that’s easy to navigate and contains valuable information about your services.

Mobile optimization is the other side to this coin. According to data from the Pew Research Center, 76% of American adults make purchases through their smartphones, highlighting the growing trend of mobile shopping.

Making your site mobile-friendly is a great way to attract potential customers. You want to make it as easy as possible for them to find and purchase your services.

Implement Structured Data Markup

Structured data markup helps search engines understand site content. Using schema markup, roofing companies can improve their websites’ appearance in search results with rich snippets like star ratings, prices, and business hours.

Snippets like these make search listings more appealing and can improve click-through rates. Using structured data correctly can boost your visibility in competitive search environments.

Publish High-Quality Content

Content is king in the SEO world! Winning the roofing SEO game depends on your ability to publish quality content on a regular basis. Here are some blog post topic ideas to get you started:

• “How to maintain your roof”
• “Benefits of roof replacement”
• “Choosing the right roofing materials”
• “How to select the right roofing contractor”
• “Innovations in roofing technology”

Your goal is to provide material that matters to your audience—content that goes above and beyond what your competitors offer. Make them see that your offerings are useful and unique. 

Monitor and Adapt Your SEO Plan Over Time

SEO is not a set-it-and-forget-it strategy. Best practices are constantly evolving, and you’ll need to adapt your process to align with current market conditions. Roofing companies should regularly review their SEO performance using tools like Google Analytics and Google Search Console.

By staying on top of things, you can quickly identify what’s working and what isn’t. Whether it’s adjusting keywords or refining your content, continuous improvement is crucial for achieving effective SEO. 

Get Started with BKA to Improve Roofing SEO

The roofing industry has changed substantially in recent years, and attracting your target audience can seem difficult, if not impossible in a sea of competitors. But don’t fear! With the right tools and techniques, you can make a great impression online.

When all else fails, consider turning to an expert for help. BKA offers managed SEO writing services with a 99.7% acceptance rate from our clients. 

Whether you’re looking for pro or standard content, we can help improve your roofing SEO strategy and make sure your brand shines in search engines. Get started now to see the difference in your SEO performance!