How roofers are getting to the top of Google& growing their businesses
If online searching were a game of basketball, Google would be Michael Jordan. It’s simply the best there is. It currently owns a whopping 87% share in the search engine market!
When people need roofing work, they go to Google. More than 85% of consumers use search engines to find local contractors, and the first three search results get 55% of the clicks. If you want your roofing company to be found online, Google is where you need to be.
Now, do a little experiment. Head to Google and search “roofing companies near me.” Did your business show up in the top three? If so, good job! You’re free to go (sort of). If it didn’t, keep reading and find out how to get your roofing company on the first page of Google.
Anatomy of a Google Page
Before you go into battle, you need to know thy enemy. The first page of Google is made of four sections:
Local Services ads
Pay per click ads (PPC)
Local pack (local SEO)
Organic results (Search engine optimization, or SEO)
To get on the first page of Google and increase your roofing company’s online visibility, you’ll want to hit all four. We’ll cover each section in detail and tell you how to get there.
Local Services Ads for Roofing Companies
The first thing people see on a Google page are Local Services ads. These are special because they appear based on location. When someone gets tired of collecting pots and pans to catch rain, they head to Google and search “roofing company near me.” Google will do a quick scan of the internet and pull up a list of companies in the area.
Of course, Google is going to show the companies that pay them money above everyone else. Local Services ads are similar to PPC search ads (we’ll get to those in a minute), but they appear differently in results.
Local Services ads are designed for quick information, so they include only essentials like:
- Business name
- Phone number
- Hours
- Review rating
Benefits of Local Services Ads for Roofing Companies
The main benefit to Google Local Services ads is that your roofing company will appear at the tippy top of the search results. You’ll be the first thing people see when they search for roofing services.
You’ll also get a Google Guarantee badge on your profile, showing everyone that Google verifies your business. People trust Google for all their information. If they stand behind you, people take notice.
Yes, you have to pay for Local Services ads, but they’re not as expensive as you might think.
You can get verified roofing leads for as little as $13 per lead, depending on your market! Local Services ads for roofers are a cost-effective way to gain some attention online and attract leads to your business.
Pay Per Click Ads for Roofing Companies (PPC)
Next on the search results are the pay per click ads, otherwise known as PPC ads. When you buy a PPC ad, Google will push your result to the top of the rankings in exchange for a small fee when someone clicks on it.
Unlike Local Services ads, PPC ads include a description of your services and a link to your company’s website. It’s like getting your organic results to the top of the page without putting in the effort or waiting to build SEO equity.
When you buy a PPC ad, you choose the amount you spend per click, so it’s easy to stay on budget. Just remember that Google might give priority to the companies that bid higher for their ad positioning. So, if you decide to pay $5 per click and the roofing company down the street offers $10, your competitor may show up first.
PPC management for roofing companies can be a very time-consuming process, but the benefits of PPC ads are undeniable. Most businesses earn an average ROI of $2 for each $1 spent on PPC advertisements.
If you need help getting started or managing your PPC campaigns, just ask the pros at Blue Corona.
Local SEO for Local Pack Rankings
Below the paid search ads, you’ll find the local pack. The local pack has a map at the top that shows the service area and the locations of nearby businesses. Under the map is a list of local companies and their:
- Review ratings
- Addresses
- Hours of operation
- Phone number
- Website
Local search engine optimization (SEO) is important in today’s digital age. Almost half of all Google searches are for local services and information. Only the top three businesses appear on the results without an extra click, so that’s where you want to be.
Local SEO for roofers lets you focus your online marketing efforts on nearby customers inside of your service area.
Unlike PPC and Local Services ads, local SEO takes some effort. You’ll need to optimize your website and online presence so Google can find your information easily.
Here are a few ways to optimize your local SEO:
- Use localized keywords like “Seattle roofing company” instead of generic ones like “roofing company”
- Add your information in local directories like Facebook, Yahoo, Yellow Pages, etc.
- Maintain your Google My Business page
- Make sure NAP citations (name, address, phone number) are consistent across platforms
- Get lots of positive reviews on Google My Business
When someone searches for “roofing company near me,” Google scours the internet for businesses with relevant information. The more relevant information you have out there, the better chance you have of ranking in the local pack.
Search Engine Optimization (SEO) for Your Roofing Website
Under the local pack is the organic search results. But, just because they’re at the bottom doesn’t mean you shouldn’t try to rank there. SEO for roofers has much broader and long-term benefits.
Local SEO helps you rank when someone searches specifically for local services like “roofer near me,” but what if they’re not ready for a service yet? They might search for “signs I need to replace my roof.” SEO can help you rank in more searches and cast a wider net to attract leads.
You won’t see SEO results increase overnight. It takes time to implement the right strategies and build equity on Google and other search engines. There are over 200 factors that Google considers when ranking websites. The more you have, the higher you’ll rank.
Here are five of the best ways to boost your SEO and rank higher on the search results.
1. Mobile-Friendliness
With the rise of smartphones, more people are searching for services using their mobile devices. In fact, mobile users make up 53% of all internet traffic! If your website isn’t mobile-friendly, you’re excluding a majority of internet users.
Google’s goal is to give users the best online experience possible. Since so many people use mobile devices to search, Google made mobile-friendliness a ranking factor for websites. Make sure your website is mobile-friendly to provide a better user experience and rank higher on Google’s organic results.
2. Website Code & Structure
Google doesn’t rank websites; it ranks web pages. That means every single page on your website is an opportunity to rank in the organic search results, so make the most of them!
Create individual pages for each roofing service you offer, and link internally to other pages on your website. You never know when someone will search specifically for roof inspections or roof repairs. The more pages you have, the more searches you’ll appear in.
3. Content Marketing (Blogging)
Blogs aren’t just for social media stars and online personalities; they’re great for roofing companies too! Each blog is a new web page and a new opportunity to rank in search results. They also give you an opportunity to rank for specific keywords and search phrases.
If you know customers regularly wonder to call a roofer, write a blog about “signs it’s time to replace your old roof.” Then, whenever someone asks Google a similar question, your blog will be front and center in the results.
If other people and businesses find your blogs interesting enough, they’ll add links on their websites or post them to social media, generating more backlinks for your website and helping your SEO even more.
4. Offsite Factors
Google doesn’t just look at your website for ranking factors. It scours the entire internet for information. The more your website is found around the internet, the higher you’ll rank with Google.
Backlinks are one of the most important offsite SEO factors. Backlinks are links to your web pages on other people’s websites. If Google finds links to your website in a bunch of places around the internet, it assumes you have the best information and will push your website even higher in the search results.
5. Reviews
Reviews are another important offsite SEO factor that Google loves to use. Google wants to give users the best information possible. If someone is looking for a roofing company, which company would Google rather the person choose: a roofer with a two-star rating or a roofer with a five-star rating? That’s why companies need to generate and maintain high ratings across the internet. It could help you soar in the search rankings.
Roofers Get On the First Page of Google with Blue Corona
Hitting the #1 spot on Google is tough. It takes a lot of time to learn and implement the best SEO, PPC, and Local Services ad management strategies. If you’re like other roofing company owners, time is a luxury you don’t have.
Luckily, the roofer marketing experts at Blue Corona are here to help. We specialize in digital marketing for roofing companies and can help you implement and manage winning campaigns to climb to the top of the Google results.
Are you ready to get noticed online? Contact us to learn more about our marketing services for roofing companies.
