The top organic result is a featured snippet by a national roofing company: 5 Things You Should Do When Your Roof Is Leaking. It looks like Google selected this piece because it presented the information in a way that allowed Google to easily present an overview at the top of the SERP. There are also featured photos from other pages, which can be a great way to bring people to your website. Google also has local businesses featured for the area and a “People Also Ask” section with links to helpful pieces. Of course, that’s all in addition to the regular pieces of content that are organically ranking on the front page.
Each one of these represents an opportunity for a roofing business to get in front of the 2,200 people who search “leaking roof” every month.
How to Use Search Empathy to Market Your Services
Search empathy means placing yourself in the mindset of your potential customers. If you can understand their needs and what information they’re looking for, you can create a roofing SEO strategy that caters to them. Gaining effective search empathy may involve surveying your past customers or looking at what brought them to you in the first place.
Here are some effective ways to match your content to the needs of your readers:
- Provide answers to common questions: Creating a list of frequently asked questions or a troubleshooting section on your website can help your clients access the information they’re looking for faster. They’re also a great way to get a feature, such as an FAQ, listed at the top of the SERP.
- Offer multiple ways to find information: Making effective use of photos, videos, live chat, and other methods can help cater to people who process information differently. A video tutorial or photo album can be especially helpful for explaining how to find leaks or see if a roof needs replacing.
- Updating your website regularly: Consistently adding new and useful information to your website shows that your company is active and relevant.
Parts of a Good Roofing SEO Strategy
Create Helpful Content
One of the best ways to get your company ranking on the first page of Google is to create content that provides value to the reader. Your content can answer questions from specific keywords like “how do I find out where my roof is leaking” or “how do you know when it’s time to replace your roof.” These are exploratory questions that someone will look up before they even know if they need your services. But if your content can answer their questions and show how your business can solve the searcher’s problem—you can turn those idle searches into actionable leads.
Show Your Expertise
In the algorithm that Google uses to evaluate and rank pages in their search results, they prioritize E-A-T: Expertise, Authoritativeness, and Trustworthiness. In late 2022 they also added Experience to create the less natural acronym E-E-A-T. According to Google, they are looking for content that shows it has been either created or reviewed by someone with first-hand experience in the field.
Your SEO content should demonstrate the depth of your company’s understanding of roofing services. It should strike the right balance between being accessible to the average reader and having the technical depth expected of industry professionals. Adding modules with reviews or quoting from them are both good ways to show that your team gets results.
Prioritize User Experience
If visitors to your website find it frustrating to read or navigate, they’re likely to look for another one. Not only does that mean you lose out on a potential lead, but it can also lower your ranking on the SERP after Google sees how little time people spend on your website. Implementing a technical SEO strategy to ensure pages load quickly, links aren’t broken, and your website is accessible to both desktop and mobile users will create a solid user experience.
Include Internal Links
Internal links are the key to keeping readers on your site and moving them toward completing the action items you want them to. They can showcase your expertise, such as when you link to blog posts that go more in-depth on topics that you have mentioned. They can also be a great way to link to your products and services that are relevant to the information you’re discussing—without breaking up the flow of the text.
If someone comes to your page looking for an answer to a general question like “why are my shingles discolored” they might bail if they think the content is more concerned with selling to them than informing them. But by sprinkling internal links to your roof inspection and repair services throughout the text, you can serve both needs.
Implement Robust On-Page SEO
Making sure that Google can clearly understand the subject and keywords of your piece is essential to helping it rank effectively. On-page SEO includes keywords, page titles, headings, meta descriptions, and other information that Google uses to crawl your website. Making sure that your on-page SEO is clear, readable, and relevant is critical to helping your page rank for the keywords you’re targeting.
Use Local SEO Strategies
Since your customers are determined by geography, you need to have an effective local SEO strategy. That means researching search terms in your state, region, city, or neighborhood. For instance, you may target search terms such as “roofing contractors mi,” “roofing company west michigan,” “roof repair Grand Rapids,” or “roofing east grand rapids.”
We often recommend building service pages for each location you serve that comes up in the SEO research. It also doesn’t hurt to target the classic “roofing companies near me.”
Content Marketing for Roofing Companies
How to Identify Content Marketing Ideas
- Talk to your customers: Getting a good grasp on the average customer’s needs and preferences is a great way to develop search empathy and feel confident in your strategy. You might give your customers an optional survey or have a conversation with customers that you have a strong relationship with.
- Conduct keyword research: Using keyword research software such as SEMrush can help you find relevant keywords that potential customers are using to search. It will help guide which service pages and blog posts you create as part of your roofing SEO strategy.
- Look at content types in SERPs: Researching what is currently ranking in the SERP is a great way to scope out your competition. You can identify must-haves for your website and also find holes in their content that you can fill.
Our SEO Services: Working with a Roofing SEO Agency to Get More Patients
Working with an experienced roofing SEO agency will help your company achieve better results and get more actionable leads. The team at Avalanche Creative has years of experience providing high-quality SEO for roofing companies. Reach out to our staff to learn how Avalanche can help improve your SEO strategy.
Evidence-Based Roofing Marketing
The team at Avalanche Creative specializes in offering custom-built, evidence-based SEO services for roofing companies. We always work to ensure that our clients can read the results we’re giving them and that they can feel confident in our strategy.
Avalanche’s process takes the mystery out of SEO and provides a strong plan for how to execute an SEO and content strategy that brings in more traffic and qualified leads.
Our SEO services mitigate the risk of a bad investment in search engine optimization. We help ensure this by researching and planning more thoroughly than anyone else. We never cut corners because we want to make sure your roofing SEO strategy makes sense for your business.
Get a List of Roofing SEO Keywords
We have roofing SEO experts who can quickly develop a list of keywords that are relevant to your business and your customers. Reach out to our team to find out what Avalanche Creative can do for you.
Frequently Asked Questions (FAQ)
How Long Does SEO for Roofing Take?
SEO is not an instantaneous process, and it will likely take several months before you start seeing significant results. The timeline will largely depend on how much technical SEO work you’re doing and how many pieces of new or updated content you are posting to the website.
However, an experienced roofing SEO company may be able to find great opportunities to get some pages ranking faster. They can also target the strategy to prioritize the keywords that are most important (and profitable) for your business.
Should I Work with a Roofing SEO Agency?
Using professional roofing SEO services is a great way to give your digital marketing strategy a significant boost. If you’re new to SEO, they can help you build an actionable plan that is based on your specific goals. Even if you’ve been performing your own SEO work, a roofing SEO consultant can make sure your strategy is on the right track and help maximize your efforts.