How to Do Local SEO for Roofing Companies

Intro

Roofing companies today live and die by their local search results. Having high rankings for them is the difference between having hundreds of new leads every month and struggling to get any orders.

In this article, we want to explain the benefits of local SEO for roofers and give you a step-by-step guide to push your website to the top.

Why You Need Local SEO for Roofing Companies

Source: Freepik

Many business owners misunderstand local SEO since it generally brings less organic traffic. However, unless you want to make money blogging, this is actually a good thing, especially when you can snag authoritative SEO backlinks. Although you may get less traffic, it will be much more relevant and come with a higher conversion rate. Having fewer people on the website reduces the load on your infrastructure, saving you money on bandwidth.

Local roofing SEO marketing can also help your business in a number of other ways. Here are just some of the benefits of doing local SEO:

• Improved discoverability. As with all SEO, your roofing website will gain more traction and attract more viewers if it’s at the top of search results.
• Higher quality leads. Doing general SEO can attract many potential visitors to your website, but they won’t buy anything if you don’t offer services in their area. Local SEO allows you to target people from your service area.
• Connection with local customers. Building meaningful connections with customers and businesses in your area will create an image of a trustworthy partner. Local real estate blogs that accept guest posts would love to receive your contributions about the latest features of new roofing materials, and this is just one example.
• Competitive advantage. Appearing at the top of local search results will allow you to stand out from other local businesses and be on equal footing with national and global service providers. This is especially effective when paired with any worldwide PPC tactic like geo-targeting.
• Complementary to your marketing strategy. Local SEO allows you to be more visible during marketing campaigns, especially related to special local events. This helps you attract more leads while spending less.

With these benefits in mind, let’s see how to achieve the end goal of appearing at the top of SERPs in your area.

7 Steps to Optimize a Roofing Website

Source: All County Exteriors

There are many components to successfully implementing local SEO for roofing contractors. For the sake of conciseness, we tried to compile only the most vital steps in this list. The best part is you don’t need to be an SEO expert to apply these steps.

Also, this article only touches on the specifics of local SEO. If you want to learn more about doing SEO in general, you can refer to our article on creating an effective SEO strategy.

Here are the seven steps of local SEO for roofing companies.

1. Optimize Google Business Profile

The first thing most people will see when finding your business on Google Maps and when directly searching for your company is your Google Business Profile (GBP). Therefore, it is important to keep it up-to-date and optimized. Here’s what you’ve got to do:

• Claim and verify your listing. If you haven’t already, check your location on Google Maps and claim ownership. Google will ask you a few questions and send a verification code to transfer GBP ownership to you.
• Input your business info. Put in your NAP (Name, Address, Phone) information, as well as website, category, and a short description. Make sure these stay consistent across all platforms.
• Set up your business hours. Make sure people know when you’re open. Set up your regular hours, weekends, and holiday schedules, and make sure they stay updated. You don’t want your users to be greeted with closed doors.
• Add images. Google gives preference to businesses with fresh images. Make sure you frequently update your profile with fresh photos.

As this is one of your most important ranking tools, make sure it’s always up to date.

2. Implement Schema Markup

Despite being extremely smart, search engines still need our help to read and understand websites. This is where structured data comes in. It’s a type of code that search engines use to understand the contents and context of your pages.

When looking for businesses and services on Google Search or Maps, users will get a widget that shows them all the local businesses in the area with their relevant information, like name, operating hours, website, etc. For example, if you search for the “best roofing company in Arizona,” you will likely find something like this.

This works thanks to the LocalBusiness schema. Google has a detailed guide for setting it up. To further improve your conversion rates, implement the Review and AggregateRating schemas. They will allow search engines to pick up and compile reviews about your website.

3. Develop a Locally Focused Website

Just as choosing the right domain (e.g., location-specific) is crucial, you also want to make sure your website is optimized for ranking in local search results. These are three main things to keep in mind:

• Location-specific pages. Create pages tailored to specific locations in your service area. For example, if you offer services in New Mexico, create separate pages for roofing services in Albuquerque, Santa Fe, Las Vegas, and other major cities.
• Local keywords in content. Make sure you include long-tail keywords related to your location in your content. Stuff like “roofing companies in New York.” You can research these keywords with Google Analytics, Ahrefs, Semrush, or other similar tools.
• Meta titles and descriptions. Just like with keywords, meta titles, and descriptions should reflect your service area.

4. Create Localized Content

Somewhat connected to the previous point, it’s important to create content that is relevant to your location. It’s not enough to insert keywords with locations into generic articles. No, you have to create content that is timely and relevant to the location for a good ranking.

Does the location have specific conditions that require additional roof maintenance or special materials? Write about that to alert your readers. Then, reroute them to a relevant service page.

Did a storm sweep the area? Did a tornado tear off several roofs? Or did something good happen, like a holiday that everyone in town celebrates? Whatever the occasion, make sure to seize the moment with your marketing. Offer special discounts for disaster victims or give promo codes for special events when you expect more people to need your services.

Finally, share the work you’ve done in the area. Showing your case studies will help with building authority in your community. Tell about the problems you fixed and how you did it. Add the user review, and you’ll get yourself a nice vouch from a local.

5. Build Local Citations and Backlinks

Being a part of the local community is important, especially in small, tight-knit ones. This goes both for real-life marketing and for building backlinks for ranking in local search results.

Here are three strategies for building backlinks:

• Directories. List your business in a local directory. This gives you a good backlink for SEO and allows people to discover you in more than one way.
• Write guest posts. If you have the expertise, why not share it with readers on other blogs? Even as a small business, you may have plenty of insights that can result in high-quality content, and many services for SEO linking will gladly accept your contribution. You might be expected to pay or do a quid pro quo. Although, if you are a known expert, _they _might pay _you _instead.
• Partnerships. Team up with other businesses in the area to spread the word about your business. Make sure you post about it on your blog and socials. This is a win both for marketing and SEO.
• Events. Participate in local events like charities, conferences, competitions, etc. Again, make sure to notify your visitors via blog and socials.

6. Encourage and Manage Customer Reviews

Encourage your customers to leave reviews on your GBP, website, and other directories. A 4.7 rating with a thousand testimonials is worth more than a solid 5 with two. You can incentivize your users to leave their feedback. For example, give them a discount for their next purchase or offer complementary services in exchange for their honest review. Just make sure not to pressure users into giving only good ones. Honesty is the best policy.

Don’t forget to respond to every customer. Thank them for the positive reviews to show your appreciation. Negative ones can be a bit more difficult to handle. It might feel good to lash out at the user, especially if it is unjustified. However, this response is rarely warranted. It’s better to say you’re sorry the user had a bad experience and explain how you are going to improve on that. This creates an image of professionalism and continuous improvement.

Finally, use the good testimonials on your website. People are more likely to trust your business if it has good reviews, especially from people they know.

7. Track and Analyze Local SEO Performance

Now that you’ve set everything up, you might think it’s time to kick back and drink a margarita in your backyard. Unfortunately, that’s not how SEO works. It’s not a set-and-forget kind of deal and requires constant attention from you.

Track how your pages are performing, especially your cornerstone content and new pages. It’s good to rely on your instincts when making decisions, but having data to back them up will make your decision-making infinitely better. Use tools like Google Analytics, Ahrefs, or Semrush to better understand how your content performs against your competitors.

If you see an article struggling, try to find out why. Sometimes, the blog post just doesn’t give the users what they want. Other times, your on-page SEO isn’t up to snuff. And sometimes, you might just be unlucky with search engines not pushing your article for no good reason.

Conclusion

Local SEO is not just a luxury for roofing websites — it's a necessity. By implementing the strategies we’ve discussed, you increase your chances of ranking higher than your competitors.

Remember, local SEO is an ongoing process. It requires consistent effort, regular updates, and a willingness to adapt to changes in search engine algorithms and consumer behavior. But the rewards are well worth the investment. By improving your local search rankings, you're not just increasing your online visibility — you're building trust with your community, attracting higher-quality leads, and ultimately growing your business.

Don't let your roofing company get lost in the digital mess. Start implementing these local SEO strategies today, and watch as your online presence soars, bringing a steady stream of local customers to your doorstep.