5 things a roofing company looking for SEO services needs to know

SEO

There’s no denying that referrals are the best channel for new leads. 

Whether you’re a roofing company in the domestic or commercial space, word-of-mouth wins. 

Flyers also have their uses. As a homeowner, I know that I’ve used gutter cleaning companies, double glazing companies and even a removal firm off the back of getting a flyer through the door. 

But, if you’re looking to dominate in your local area or expand your reach, then you need to make your mark in the online world. 

Search engine optimisation (SEO) is one of the best ways to ensure your business stands out when potential customers search for roofing services in your area. However, if you’re a roofing company, finding the right SEO services can be tricky, especially with so many agencies promising the world.

To help you make an informed decision, we present five key things you need to know when looking for SEO services for your roofing company. But before we launch into that, let’s look at why SEO, and Local SEO in particular, is so crucial for roofing companies wanting to grow their business. 

Why roofing companies need to care about SEO

SEO is crucial for every business. 

As I’ve already mentioned, referrals and flyers are crucial marketing tools for businesses – particularly those focusing on domestic roofing. 

But, our world is now a digital one, and all roofing companies need to be made aware of the statistics around local search. 

In 2022, one report revealed that 98% of consumers used the Internet to find local business information at some point. This is staggering – that’s nearly 100%. 

The Google Map Pack (the bit of the results page that shows a map with your closest local results) is a powerful marketing channel. 42% of local searches result in clicks on the Google Map Pack, so being featured can significantly improve your local online visibility. 

But despite all these facts and figures, 58% of businesses still don’t prioritise local SEO. With competition only set to intensify, now is a great moment to focus on local SEO and establish a competitive edge.

1. Watch out for agencies promising quick results

One of the biggest red flags when choosing an SEO agency is the promise of fast, guaranteed results. 

SEO is a long-term strategy, and while improvements can be seen over time, anyone claiming they can get you to the top of Google in a matter of weeks is likely using risky tactics.

These tactics, known as “black hat” SEO, can result in penalties from Google that might lower your rankings in the long run. SEO done correctly takes time, especially for competitive industries like roofing.

Lots of clients come to me because they’ve fallen foul of Google penalties when agencies have used some of these techniques. I’ve then had to work to undo the damage and restore their rankings – this takes time. 

Typical black hat techniques include:

• Using bots to create fake website visitors.
• Generating traffic to your website by asking SEO agencies to quote for work. In this scenario, the dodgy agency will reach out pretending to be you and ask for a quote. Non-the-wiser, the SEO agency will check out your website, thereby generating traffic. 
• Using link farms to build your links (link farms are websites that don’t belong to a proper business. They’ve just been created for the sake of providing links to other sites and tend to belong to the agency).
• Building links by asking a company for a link, but only supplying one from a link farm in response. 

Be wary of anyone offering shortcuts or “guaranteed” top rankings.

2. Ask what will be included in the report

When you’re investing in SEO services, you should know where your money is going and what impact it’s having. A reputable SEO agency will provide regular, transparent reporting that shows exactly what work is being done and how your website’s performance is improving.

Look for agencies that offer clear, understandable reports on keyword rankings, website traffic, and lead generation. You should have a clear idea of how their efforts are affecting your business’s online presence and enquiry rate.

If an agency avoids showing its results or only shows you one metric (e.g. website traffic), that’s a red flag. An increase in website traffic does not prove that the SEO agency is actually working hard to improve your online presence. Traffic can be faked (yes bots, I’m looking at you).

3. Ask how they do what they do

Beware of agencies that are hesitant to explain how they do something. A high-quality SEO agency should be able to show you (or explain to you) its process.

For example, we create Standard Operating Procedures (SOPs) for each process or action our team undertake. These are documents that detail the how. 

For link building, they show how we build links, detailing where we get the links from, how we select them, and how we build them. BTW we do not use link farms!

For blog writing, our SOP explains how our content writers create and optimise the content we produce. It helps us to ensure that the quality of our content is high, regardless of who wrote it. 

4. Understand the different types of SEO services you’ll need

SEO isn’t a one-size-fits-all solution, and roofing companies need specific types of SEO to rank well locally and in general. Do a little research beforehand to familiarise yourself with the different aspects of SEO that you will need. This will give you confidence that the SEO agency in question will be giving you the service you need. 

Here’s a breakdown of the key SEO components you’ll need:

• Onsite/On-page SEO: This includes optimising the content on your website, such as service pages, blogs, and your homepage. Onsite SEO focuses on using the right keywords (like “roofing services,” “roof repair,” or “local roofers near me”) and ensuring your content answers the questions potential customers are asking.
• Local SEO: Roofing is a local business, so you’ll need to rank in your specific service areas. Local SEO includes optimising your Google Business Profile (formerly Google My Business), managing online reviews, and making sure your business is listed consistently across online directories. If someone searches for “roof repair in [your town/city],” you want your company to appear at the top of the results. 
• Offsite/Off-Page SEO: This refers to building backlinks from other websites to increase your site’s authority. It could involve getting listed in local business directories, and industry publications, or working with trusted websites that link back to your content. The better your backlinks, the more credibility your site gets in Google’s eyes.
• Technical SEO: Roofing companies also need to ensure their websites are fast, mobile-friendly, and easy to navigate. Google cares about the user experience, so things like page speed, security (HTTPS), and a clean website structure all contribute to better rankings.

4. Ask how the agency will understand your industry

Roofing companies have unique SEO needs, and it helps to work with an agency that is willing to learn about your business and industry in detail. From using the right roofing-related keywords to crafting content that speaks directly to your target audience, an SEO provider familiar with your business will be able to tailor their strategies more effectively.

For example, roofing customers often search for specific services, such as “roof repair,” “roof replacement,” “shingle roofing,” or “metal roofing installation.” Your SEO team needs to know how to optimise your site for these terms.

But more than that, a great SEO agency will aim to create content that answers common customer questions like “How do I know if I need a new roof?” or “How do you solve problem X?” 

This requires the agency to first, understand the common pain points your target audience has, and then secondly, how you solve those problems for your clients. 

This will require them to talk to you and listen to your industry knowledge. 

I know this might sound ridiculous, but it’s scary how few agencies actually tap into the knowledge base of their clients. Without this crucial step, the content they can generate will only be as good as what is already out there on the internet. 

Search engines love authentic, authoritative content that is rich with industry expertise. Ultimately – you (and your team) have that knowledge in your head. So, a great SEO agency should be aiming to unearth that knowledge to showcase how great you are to the world. 

But this does require some time on your part. 

A great agency will figure out a way to make this process simple. 

For example, some of our clients will ask to meet once a month online to discuss the content we’re aiming to create. This allows us to mine their experts for information and ask any questions we have. 

Others are really busy – so we use WhatsApp to send voice memos back and forth. 

The right SEO services for roofers will always transparent

Finding the right SEO services for your roofing company can make all the difference in attracting more customers and growing your business. Make sure you understand the various types of SEO you’ll need, and don’t rush into any partnerships with agencies promising quick fixes or hiding behind vague reports.

By choosing a transparent agency, that is willing to understand your industry and focuses on long-term success, you’ll be well on your way to dominating local search results and growing your business online.