SEO for Roofing Companies: 9 Killer SEO Strategies (in 2024)

Search engine optimisation (SEO) ensures your roofing company appears at the top of the results when potential customers are actively searching for roofing services.

This handy guide outlines the key benefits of SEO for roofing companies and provides nine powerful strategies to help you dominate local search rankings in 2024.

These key stats highlight SEO’s impact:

• The search volume for “roofing companies” has grown by 107% year-over-year
• 80% of people searching for roofing services in the UK don’t have a specific company in mind
• 62% of users contact a company after searching for roofing services
• Companies that optimise for local search (e.g. roof repair near me) and maintain up-to-date Google Business Profiles significantly increase their visibility

In 2024, more customers are turning to search engines to find roofing services, making SEO essential to capturing a steady flow of clients.

Let’s explore nine proven SEO strategies for roofing contractors.

Keyword research involves identifying the specific phrases potential customers use when searching for roofers. Getting this right ensures you’re visible in their search results.

Different types of keywords include:

High-volume keywords

Generic, highly competitive, and widely searched phrases. For example:

• Roof repair
• Roof replacement cost
• Roofing contractor near me

Local keywords

Location-based keywords targeted at a specific area. For example: 

• Roofing services Manchester
• Best roofing company London

Long-tail keywords

Specific phrases that are less competitive and often indicate a higher level of intent. For example: 

• Emergency roof repair in Hull
• Flat roof installation services Scotland
• Leaking Velux window repair Doncaster

Best Practices for Keyword Research

Try these top tips when carrying out keyword research to help your roofing company:

• Brainstorm initial keywords: Start with the basic terms customers might use to search for roofing services and use these as a foundation for further research.
• Use available data: Keyword tools such as SEMrush and Google Ads Keyword Planner provide valuable data on search volume, competition levels, and keyword variations. Use this insight as a foundation to your SEO strategy. 
• Analyse competitor keywords: Check the keywords your competitors rank for to understand the competition for specific terms. Use tools like SEMrush and AHrefs.
• Target a mix of keywords: Balance high-volume with low-competition keywords to help you rank more quickly and capture traffic.
• Regularly update keyword research: Keep an eye on emerging trends and adjust your keyword strategy to stay competitive.

Citations in business directories improve local SEO by establishing your business’s trustworthiness and visibility.

Common examples include:

a) Google My Business Profile (GMB)

This is the most critical citation for any local business. It ensures your roofing company appears in local search results and on Google Maps.

b) Bing Places for Business

Though often overlooked, Bing remains a valuable search engine. Ensuring your business is listed in Bing
Places can help you capture more traffic, provide additional visibility, and generate backlinks.

c) Yell.com

Let’s be frank, Yell has lost a significant market share due to online powerhouses including Google, Checkatrade.

However, they still remain one of the UK’s largest directories and frequently used by customers seeking local roofing services.

Importantly, you can create a free business profile on Yell and include your website URL which allows for a free backlink back to your website. 

d) Industry directories 

List your company on industry-specific platforms to create relevant backlinks that further strengthen your SEO.

Here are some directory examples for roofing contractors.

• Checkatrade
• Rated People
• MyBuilder.com 
• TrustATrader

Best Practices for Managing Citations

Building high-quality citations should form a critical part of any local SEO strategy. But how can you ensure your efforts deliver results? 

• Complete all profiles: Complete all sections with relevant keywords. Photos of completed roofing projects, customer reviews, and frequent posts can further boost your rankings.
• Consistency is key: Ensure your NAP (Name, Address, and Phone Number) information is identical across all directories. 
• Target authoritative sites: Focus on listings in well-regarded and high-traffic directories.
• Encourage reviews: Regularly ask satisfied customers to leave reviews on your business listings. This can directly help to improve your rankings on Google Maps.
• Regular audits: Periodically review your citations to ensure your information is up-to-date and correct.

In addition to optimising your Google Business Profile, develop a more comprehensive local SEO strategy to help your roofing company rank higher in searches. 

Create location-specific content 

If your roofing company services multiple areas, create dedicated landing pages for each location to increase visibility.

For example, if you cover all of London, you will need to have separate pages covering the main towns such as:

* Roofing contractor Richmond
* Roofing contractor Wimbledon
* Roofing contractor Croydon
* Roofing contractor Hounslow
* Roofing contractor Finchley

Expand your local citations and backlinks 

Backlinks are one of the most important ranking factors that determine organic placements on Google.

And indeed, there is a correlation between the number of backlinks pointing to a domain and the domain’s ranking visibility on Google.

So, as well as citations, acquiring backlinks through partnerships with local builders, guest posts, sponsorships of community events, or collaborations with local news outlets, will also improve your local SEO.

The best starting point is to identify high authority websites you’d like to collaborate with. Then, simply reach out to the website owners to open a conversation about posting articles on their site and pricing.

Best Practices for Local SEO

Staying consistent and monitoring performance is essential to ensuring your local SEO efforts drive results.

• Leverage local reviews: Encourage satisfied customers to leave reviews, and be sure to respond to them promptly to show you value customer feedback. 
• Optimise for mobile: Many local searches are conducted on mobile devices. Ensure your website is mobile-friendly, loads quickly, and provides easy access to crucial information.
• Identify and use local keywords: Use relevant keywords throughout your website and blog content. For instance, use phrases like “Roofing services in Didsbury” or “Emergency roof repair near Bristol” to target local search traffic. 
• Monitor and adapt: Regularly monitor your local SEO performance and adjust as needed to maintain or improve your rankings.

Search engines prioritise valuable, relevant content that answers users’ questions. Examples of high-quality content for roofing companies includes:

Service pages

Detailed pages about specific roofing services, such as roof repairs and inspections, help search engines understand the scope of your business.

Blog posts

Regularly posting blogs that answer common roofing questions (e.g., “How to Choose the Right Roofing Material” or “Signs You Need a Roof Repair“) can help drive traffic to your site.

Case studies

Showcase your past work with detailed case studies, including before-and-after photos, descriptions of the challenges, and how your services provided the solution.

FAQ pages

A comprehensive FAQ section that addresses common roofing concerns can improve user experience and keep potential customers on your site longer – signalling to search engines that your content is valuable.

Best Practices for Managing High-Quality Content 

Creating compelling content requires a strategic approach to ensure it reaches the right audience and drives conversions. 

• Tailor your content to your target market: For instance, homeowners may need tips on roof maintenance, while commercial clients might be more interested in energy-efficient roofing solutions.
• Incorporate relevant keywords: Use keyword research tools to identify search terms and integrate them naturally throughout your content. 
• Optimise for user experience: Breaking up text with headings, bullet points, and images can improve readability and user engagement.
• Update regularly: Regularly refresh your blog posts, service pages, and case studies to reflect the latest industry trends and best practices.
• Promote your content: Share your posts on social media, newsletters, and through other channels to drive traffic and increase engagement.

Local service pages help search engines understand where your business operates. Moreover, these pages give potential customers confidence that your company has local expertise. 

Best Practices for Local Service Pages

Building effective local service pages requires more than just mentioning the location. 

• Use local keywords: Each page should include location-specific keywords which appear naturally in the content, headers, meta descriptions, and image alt texts.
• Avoid duplication: Each page should be uniquely written and tailored to its target area.
• Include testimonials and case studies: Highlight customer reviews in the target area and showcase projects you’ve completed nearby.
• Add local contact information: If your business has multiple branches, include each location’s address and phone number on the respective service pages.

HTML tags tell search engines what your website’s pages are about. The types of HTML tags roofing companies should optimise include:

Title tags

Ensure each page of your roofing website has a unique, keyword-rich title tag that accurately describes the content and includes your target keywords. E.g. “Flat Roof Repair Services Liverpool | Roofing Company.”

Meta descriptions

Meta descriptions are brief summaries that appear below the title tag. While they don’t directly impact rankings, a compelling meta description can increase your click-through rate. 

Heading tags

Header tags help structure your content, making it easier for users and search engines to understand. The H1 tag should clearly indicate the page’s main topic (e.g. “Roofing Services in Birmingham“). Subsequent headers (H2, H3) should break up the content into organised sections.

Alt text for images

The alt text provides information to search engines about the visual content on your website. It also helps visually impaired users to understand the pictures. 

Best Practices for HTML Tag Optimisation

By optimising your HTML tags, your roofing website can better communicate its value to search engines and users. 

• Incorporate target keywords: This helps search engines associate your pages with relevant queries and improves your chances of ranking higher for those terms.
• Keep it concise: Title tags should be under 60 characters, and meta descriptions should be around 155-160 characters to ensure they display correctly in search results. 
• Avoid keyword stuffing: Search engines can penalise keyword stuffing, so focus on creating user-friendly and relevant tags.
• Create unique tags for each page: Every page on your website should have a unique title tag and meta description.

Technical SEO optimises your site’s infrastructure, making it easier for search engines to crawl, index, and rank your pages. Examples of technical improvements roofing companies can make to their websites include:

Site speed and load times

Pages that take too long to load often see higher bounce rates, which negatively impact your rankings.

Mobile optimisation

If your roofing company website isn’t optimised for mobile, it could rank lower. Use responsive design to ensure your website works smoothly across all devices.

Crawlability and indexing

Issues like broken links, missing XML sitemaps, or incorrect robots.txt files can prevent search engines from accessing your content.

HTTPS security

Google considers HTTPS a ranking factor, and a secure site provides users with a safe browsing experience. Ensure your site has an SSL certificate to avoid penalties. 

Best Practices for Maintaining Your Site’s Technical Health

Regularly checking technical health is vital to your SEO strategy – ensuring your website doesn’t meet Google’s wrath. 

• Run regular audits: Use tools to help you identify issues such as broken links, duplicate content, or pages not being indexed.
• Optimise Core Web Vitals: Core Web Vitals include load speed, interactivity, and visual stability. Ensuring your site scores well in these areas will help boost your SEO rankings.
• Create and submit sitemaps: Make sure your XML sitemap is up to date and submitted to search engines like Google and Bing.
• Improve internal linking: Strong internal linking helps search engines navigate your site and understand the relationship between your pages. 

Backlinks from other websites act as “votes of confidence” for your content. However, low-quality or spammy backlinks from irrelevant or untrustworthy sites can harm your SEO.

Ways to develop high-quality backlinks include:

Guest blogging

Contribute articles related to roofing, home improvement, or local business topics. In exchange, you’ll typically receive a backlink to your site in the author bio or content itself.

Local business directories

Listing your roofing company in local business directories provides valuable backlinks. To boost your credibility, ensure these directories are reputable and industry-specific.

Partnerships with local businesses

By collaborating on projects, sponsorships, or events with local businesses and trade associations, you can naturally earn backlinks from their websites.

Industry-specific sites

Getting featured on industry-specific platforms like home improvement blogs, construction forums, and roofing associations can be particularly valuable.

Best Practices for Building Backlinks for Your Roofing Company 

Focusing on relevance, authority, and building meaningful connections will improve your search engine rankings and drive more qualified traffic to your website. 

• Create shareable content: Producing high-quality, shareable content—such as roofing guides, industry studies, or infographics—encourages other websites to link back to your material. 
• Focus on relevance: A backlink from a home improvement blog is far more valuable than one from an unrelated website. 
• Think quality over quantity: Having a few high-quality backlinks from authoritative websites is better than many low-quality ones.
• Monitor your backlink profile: Regularly track the quality of your backlinks and disavow any harmful or spammy links that could negatively impact your SEO.
• Build relationships: Building genuine relationships with influencers, bloggers, and local businesses in your industry can lead to natural backlink opportunities. 

As search algorithms change and competitors adjust their strategies, staying on top of your performance data helps ensure your roofing company continues to rank well. Examples of crucial SEO metrics roofing companies should track include:

Organic traffic

An increase in organic traffic indicates your SEO efforts are working and your site is becoming more visible for relevant keywords.

Keyword rankings

Tracking how well your site ranks for specific keywords helps you measure the effectiveness of your SEO content strategy.

Bounce rate

A high bounce rate could indicate that your content isn’t engaging enough or that users aren’t finding what they expected. Reducing this metric can improve your site’s overall performance.

Conversions

Conversions are the ultimate goal of any SEO strategy, whether that’s filling out a contact form, making a call, or booking a service. Analyse which pages and keywords are driving the most conversions to optimise your efforts.

Best Tools for Tracking Your Roofing Company’s SEO Performance 
Here are the main tools you can use to monitor your SEO performance regularly.

Platform	Google Analytics	Google Search Console	Ahrefs	SEMrush
Traffic analysis	Comprehensive traffic data (page views, user behaviour)	Limited traffic data (search-related only)	Yes (limited compared to GA)	Yes
Keyword tracking	No	Yes (basic keyword ranking)	Yes (detailed keyword tracking)	Yes (detailed keyword tracking)
Backlink analysis	No	No	Yes (extensive backlink data)	Yes (extensive backlink data)
Competitor analysis	No	No	Yes	Yes (comprehensive competitor insights)
Technical SEO audits	Limited	Yes (crawl errors, indexing issues)	Yes (site audits)	Yes (detailed audits)
Costs	Free	Free	Paid	Paid

From boosting organic rankings to providing long-term cost-effective marketing, SEO will help your roofing business thrive in an increasingly competitive market.

Increased visibility

Quality SEO ensures your roofing business is easily discoverable by potential clients searching for roofing services online. The higher your site ranks, the more likely potential customers are to click through to your website. 

Cost-effective

While it requires upfront investment, SEO provides long-term benefits by continually driving traffic to your website without ongoing ad spend. 

High quality leads

SEO helps you attract visitors are actively searching for the roofing services you offer. This ensures the traffic you receive is higher in volume and more qualified.

Local credibility and trust 

When potential clients see strong ratings and read positive feedback, they’re more likely to trust your business and choose your services over competitors.

Improved user experience

SEO isn’t just about pleasing search engines—it’s also about creating a better experience for your website visitors. Optimising your site for speed, mobile-friendliness, and easy navigation ensures potential customers can quickly find the information they need.

It’s natural to have questions before outsourcing your roofing company’s SEO. Here are some of the FAQs we’ve been asked.

Why should I outsource my roofing SEO?

SEO requires ongoing effort. With outsourcing, you benefit from the expertise of a professional SEO team that stays updated on the latest industry trends and algorithm changes. 

How much does it cost to outsource roofing SEO?

The cost of outsourcing your roofing SEO will vary depending on the scope of services, the size of your business, and the competitiveness of your local market. However, our 

Is outsourcing SEO cost-effective?

Our professional SEO agency also delivers measurable results, ensuring your investment leads to sustainable growth. While it may seem like a significant investment, the long-term ROI can far outweigh the initial costs.

How long does it take to see results?

SEO is a long-term strategy, and while outsourcing can accelerate the process, it typically takes 3 to 6 months to start seeing results. 

Can outsourcing SEO help with my Google Business Profile?

Yes, we include Google Business Profile (GBP) management as part of our local SEO services.  

Hiring a creative SEO marketing agency can be a game changer for roofing companies looking to generate high-quality leads and build a pipeline of new customers.

Here are just some of the benefits of working with us:

• Targeted leads: We ensure that the leads you receive are highly targeted and specifically interested in your services, increasing your chances of conversion.
• No commission: Unlike some lead generation services, we don’t charge commission. Instead, our flat fee allows you to maintain control of your budget.
• Industry experience: We know how to generate results within the home improvement industry and work with a wide range of companies throughout the UK.
• No long-term contracts: You can assess the performance and ROI of our lead gen strategies without the pressure of long-term agreements.

If you’re ready to supercharge your business growth, contact our specialist property marketing agency today. Book your free strategy session by calling 020 7205 2755 or complete the enquiry form on this page.