Author Archives: Roofing SEO Webmasters

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Mega Roofing SEO Changes in 2020 (Podcast)

Top ranking companies rarely succeed by accident, especially when it comes to organic search results. For roofing businesses that want to start claiming higher positions in local search, keeping up with Google’s ever-changing standards makes all the difference. In the latest podcast from Roofing Webmasters, Nolen and Jason discuss two key areas to establish your brand expertise, authority, and trustworthiness. If you crave better lead generation for your company, be sure to listen in to these Roofing SEO changes.

Tips on SEO for Roofers:

  • Find the baseline SEO standards, then exceed them for higher ranks!
  • Reviews help establish trust with both Google and potential customers.
  • Reviews work best when gathered from a handful of sources instead of all-in-one.

Much Better Than Average

There was a time when no one believed it was possible for a human being to complete a mile run in less than four minutes. Then in 1954, to the world’s amazement, Roger Bannister destroyed that barrier and created a new threshold for professional distance runners. Thanks to Sir Bannister’s contribution, men around the world have gone on to set even more impressive records below the four-minute mark. We can learn many lessons from this incredible feat of perseverance, but one applies particularly well to our talk today:

The bar for success is always moving higher. 

This unavoidable truth is especially crucial in SEO for Roofers. Meeting the established standards doesn’t guarantee success. Exceeding them does! We find several powerful examples of this in digital marketing. For instance, Moz developed the 10x Content concept for creating more powerful blogs, infographics, videos, etc. Roofing Webmasters took the industry standard 10-ish points of schema coding customization, multiplied it, and raised it to 100 for much stronger website performance!

Today, we’re going to briefly review the current search engine optimization baseline for roofing companies. Then we’ll dive into two Roofing SEO changes to help you soar above the competition and earn your higher rankings.

Roofing Client Reviews

Establishing an SEO Baseline

At Roofing Webmasters, we have a handful of online marketing attributes and activities that we lovingly refer to as “The List.” Master these elements, and you’ve got a golden ticket to higher rankings automatically. Some of these include:

  • Google My Business Listing Completion 
  • Keyword-Enriched Content Writing
  • Citations
  • Customer Reviews Collection

The list above is the bare minimum if you want to get noticed by Google’s search engine. Most companies can be considered lucky if they nail just one or two of these elements. Then again, most companies never see page one rankings! If you start making these Roofing SEO changes now, you could begin earning better traffic within a few months.

Remember, over 90% of pages listed on Google never even earn a single view. According to an Ahrefs study, only 10% of pages earn visitors from the world’s largest search engine. Half of that segment earns more than ten visitors a month. So you better believe that the lion’s share of traffic is going to the front pages of search results.

Instead of feeling disheartened, take these numbers as a challenge. If you haven’t yet, start creating your roofing SEO foundation with a quality custom website, a GMB account, and listings in the top 10 citation sites (such as the BBB). Don’t stop short and double down on PPC or purchased leads; that’s a difficult hole to escape. Once you’re ready, you can chase after the following Roofing SEO changes and knock out the competition.

Custom Designed Website

Custom-Coded Website Development

As much as we’d hate to admit it, it’s theoretically possible to earn some success with a cookie-cutter website template. It’s certainly better than having no website at all, but not that much better. However, if you want to kick some online butt, your roofing company needs a custom schema-coded site. Schema coding is designed to fit your website content and provide crucial data to Google’s web crawlers. As the Roofing Webmasters’ Jason Landry puts it, “Schema coding tells Google crawlers what your content means.” 

In other words, this specialty coding takes all the various elements surrounding each of your website pages and identifies their purpose for Google crawling. As a result, markup makes it remarkably more accessible for the search engine to identify and appraise your content, earning higher rankings in the process. Higher rankings, of course, lead to better traffic.

Unless you have a dedicated programmer/design expert in your roofing team, you’ll probably have to hire this task out to a seasoned web developer. But, even if it costs a few thousand dollars for a brand-new site, the reward is certainly worth it! Just make sure you keep your established domain name.

Righteous Review Geotagging

Supercharge Your Reviews

Few signals impact your brands’ trustworthiness, like customer reviews. If you’ve done an excellent job of faithfully collecting reviews, you already know the power of positive client feedback! With that being said, there’s a way to supercharge your reviews for two to three times the impact: geotaggingGeotagging attaches location-based data onto your reviews, creating a digital footprint for local search. 

Many applications and software services complete this tagging process effectively, but those create some outstanding improvements for your online search. At Roofing Webmasters, our favorite geotagging software is DataPins. The tool integrates seamlessly into our custom websites, making it easy to sync with both city pages and service pages. RR also makes it easy to post geotagged check-ins and reviews to your website, creating precious data that Google eats up like frosted cupcakes!

Just imagine the benefits to your local search and keyword rankings if your reviews worked three times as hard for your roofing business. Whatever solution you land on, make sure it incorporates reviews from all your primary citation sources. That should include (at minimum): Google Reviews, Facebook, BBB, and Yelp. Google Search values reviews more when they come from a variety of sources.

Need an SEO Pro?

These Roofing SEO changes make it so much easier to earn premium rankings in organic search! If you’ve been struggling to make headway in online marketing, our team at Roofing Webmasters would love to help. Our collection of seasoned content writers, programmers, SEO strategists, and website designers supports hundreds of businesses throughout the United States. As a result, clients regularly earn front-page rankings, earning higher traffic and more substantial leads.

Posted: | Updated: Jun 21, 2022 | Categories: Podcast
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Roofing, Marketing, and the Truth About Leads (Podcast)

Are you fed up with your roofing lead generation? It’s a story we hear so many times at Roofing Webmasters: “I need leads, but I hate paying my company for them.” In our latest podcast, Jason and Nolen discuss the truth behind leads and where they ultimately originate. So if you’ve never considered how your lead-selling company works, be sure to listen in.

Helpful Tips for Lead Generation:

  • Don’t forget: lead-selling services make local businesses compete for the same pool of leads.
  • PPC campaigns offer better results than lead vendors, especially in tandem with local SEO!
  • Organic SEO makes lead generation much more affordable for many roofing contractors.
  • Always start your roofing SEO efforts by completing your Google My Business profile!

Lead Generation: Feeding Business

Have you ever met someone who only eats at fast-food restaurants? When they complain about the soaring costs of eating out, you want to point to the nearest grocery store and say, “Make it yourself!” While the process may take a bit of work, preparing your meals is ultimately much cheaper than dining out. That’s just a fact of life!

When it comes to online marketing, learning to feed yourself is just as important. Even so, thousands of roofing companies are stuck waiting for a third-party lead generation vendor to spoon-feed their business. All the while, those same vendors gather leads from the same sources that roofers should target independently.

How Roofing Leads are Born

Picture this: A laborer and a smooth-talking salesman walk next to an enormous freshwater river. On the bank of the water, the hard-working laborer notes the extreme heat and moans about how thirsty they’ve become on the walk. Then, as the two near the clean water supply, they happen upon a bucket set on the shoreline. The salesman walks up to the buck, dips it deep in the river, turns around to the laborer, and says, “For $20,000, I will give you a sip of this water.”

This story sounds ridiculous, but it amply describes many roofing contractors and lead generation.

Sources of Lead Generation

Google delivers the most significant volume of roofing leads than any other digital source in the United States. The search engine craves trustworthy businesses to direct consumers and even provides free tools to simplify the process. In addition, because Google matches consumers with companies in their local community, the resulting lead quality is generally much better than other sources.

Lead generation companies step in and create a gap between consumers browsing through Google Search and roofing companies hunting for customers. Instead of connecting interested homeowners and businesses directly to a single local contractor, they offer the same leads to multiple roofing companies within the same community. This “lead” may be a person who’s simply looking for prices or bids, not a ready-to-buy individual to complicate matters further.

Alternative Lead Sources

Maybe you don’t buy leads from another company. Perhaps you buy them from PPC campaigns off Google Ads or Facebook. These advertising venues aren’t as cheap as they used to be, but they provide a dependable lead source. You also only pay for clicks, a very actionable source of business.

While PPC offers plenty of opportunities to grow your business, it represents an equally dangerous source of lead generation addiction. 

After all, these campaigns are relatively easy to manage and remarkably simple to track results. Moreover, even if a roofing company owner is too busy to run the campaigns themselves, dozens of digital marketing experts are willing to handle the load. That, of course, makes the endeavor even more expensive.

Organic Lead Generation in Local Search

What’s the Solution?

Generate the leads yourself! You know all those businesses sitting at the top of your local search results are there for a reason. Self-sustaining lead generation doesn’t happen spontaneously. For example, those successful roofing contractors exercised the meager time, money, and effort necessary to win. Now they reap in the outstanding traffic and leads.

You don’t have to give up on purchasing leads or running campaigns all at once. Instead, simply start putting a little money each month into developing a long-term supply of clients.

  • Your brand starts to earn greater recognition.
  • Only your company enjoys each lead.
  • The average lead is so much cheaper.
  • The average lead is of much higher quality.

If you’re tired of paying out the nose for leads, or if you’re curious about creating more growth for your roofing business, we’d love to help. 

Posted: | Updated: Jun 21, 2022 | Categories: Podcast
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How Do I Beat Other Roofers Online With SEO? (Podcast)

Does earning front-page rankings for your roofing business seem impossible? You might be closer to breakaway success than you think. In our latest podcast, Jason and Nolen discuss how to set your brand apart from the rest with SEO services for roofers. So if you’ve struggled to make headway with your business online, be sure to listen in!

Helpful Lessons on SEO for Roofers:

  • Just completing the SEO basics puts you miles ahead of other roofing contractors.
  • New companies should focus on GMB, optimized website design, and collecting reviews!
  • It’s almost impossible to rank well without using your free Google My Business listing.
  • Organic search efforts should only take a few months to start producing results.

Before You Can Compete

Anybody can jump into the online marketing fray without laying the proper groundwork. The backend pages of Google Search results are lined with roofing contractors that thought their SEO preparations were “good enough.” These companies earn little to no website traffic, and they shake their fists wondering why their haphazard efforts have failed.

There’s a bare minimum that every company must perform to rank for their desired services.

SEO Basics to Start Ranking

  • Step #1: Claim Your Google My Business Listing
  • Step #2: Establish Your Company Website
  • Step #3: Build Citation Sources and Collect Reviews

GMB

Open a GMB Profile

So what does a dedicated roofing company need to do to start earning business online? First, they need to claim and fill out their Google My Business (GMB) profile. A GMB listing allows the search engine to better understand the location and function of your company. Whatever address you use for the GMB account, make sure all your other citation sources match it!

The profile will request many other details of your business. Fill out as much of the information as you can, and check back yearly to make sure your data is still accurate. GMB also allows you to post photos and videos of your business and personnel. Try taking some pictures of your finished roofing projects to post on your account! You can even use existing materials from your Facebook Business to get started.

Website Optimization

Create Your Optimized Website

We can’t stress enough just how important it is to nail your company website! So many businesses put up a cookie-cutter, terribly written website and earn inferior leads as a result. If you want your website to do well, make sure you have it crafted by a professional team that knows what they’re doing. A healthy site relies on an organized collection of service pages, keyword optimization, quality content, simplified navigation, lots of schema coding, and review integration. 

No single marketing professional can provide all of these aspects, which is why it’s best to rely on a well-rated team. Few other factors of your online marketing so heavily impact your online lead success! Once you’ve established a well-optimized website, you’ll have the foundation necessary to spring into the rest of the SEO basics.

Citations & Reviews

Create More Listings and Earn Reviews

There’s no greater mark of authenticity than a host of glowing customer recommendations. Client feedback shows trustworthiness, one of the three E-A-T factors that Google analyses when ranking a roofing company brand. But, of course, the only way to pull in reviews is to establish listings for your business. As we’ve already mentioned, your GMB account is a great place to start. In addition, Google Reviews naturally integrate well with local search results, making your business much more visible.

However, the search engine provides better results when reviews come from a variety of sources.

That’s where citation sources come into play. These companies offer additional venues to list your company address and services, not to mention a convenient way to collect reviews. While some shady companies might push you to list dozens of obscure websites, it’s best to start with more established brands. The Better Business Bureau, Yelp, and Angie’s List are a few intelligent places.

Overcoming the Online Competition

We have a saying at the Webmasters, “You don’t have to be perfect. You have to be better than everyone else.” So far, we’ve covered online activities that will keep you in pace with the rest of the successful roofing companies. Now we come to the SEO basics that make your brand stand out as a clear winner.

SEO Strategies for Winners

  • Ask for reviews all the time.
  • Regularly blog on the company website.
  • Create and manage a Facebook Business page.
  • Take advantage of customer complaints.
Ariat Roofing Review

We’ve already talked about how critical reviews are for your business. So why not ask for them consistently, especially after a job is well-done? Our team at Roofing Webmasters gets even more SEO power out of client feedback through a tool called DataPins. It adds geotagged data that shows Google the approximate locations of all job sites and showcases our clients’ roofing projects. While that level of review enhancement is pretty rare, a few other tools out on the market can provide added benefits for all your reviews.

Few roofing companies faithfully add to their company blog, which is why those that do consistently add well-written content are certain to stand out. The best part? You can take the informative material and share them on your social media pages for some added oomph! That’s just one reason to create a Facebook Business page, by the way. The social media platform offers a beautiful place to share information about your business, showcase your latest work, and tactfully address negative customer feedback.

Looking for More Online Leads?

Follow these winning strategies and SEO basics, and you’ll undoubtedly start earning higher rankings for your website. If you’ve been frustrated with organic or paid search, however, our team at Roofing Webmasters would love to help. Check out some resources throughout our website.

Posted: | Updated: Jun 21, 2022 | Categories: Podcast
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Why Flat Fee Pricing Is Bad For You (Podcast)

Do you ever feel like things would be easier if digital marketing companies just lumped roofing SEO and PPC together? Unfortunately, they do, and it’s a colossal disaster! Find out about subtle pricing scams, conflicts of interest, and shocking markups that will have you rethinking the idea of bundling. Jason and Nolen reveal all this, plus how to make sure you get your money’s worth with digital marketing!

Helpful Insights Into Roofing SEO:

  • Make sure you get itemized billing for your marketing company’s PPC spending!
  • Bundling PPC and SEO for roofers could be a big mistake.
  • Organic SEO leads tend to be much cheaper than those won with advertising.

Enough Success to Get By

How does your online marketing company make money? It’s a simple but provocative question that we don’t think about very often. Marketing firms make money by retaining clients. To do so, agencies must consistently provide evidence that their efforts produce a return for those businesses.

That all changes when a company introduces the upfront, flat fee contract.

In a way, a flat fee contract is the ultimate judge of a marketing firm’s character. When they already have your money, will they continue working hard to produce results? Or will they coast along with just enough effort to get by? While some companies try their best no matter what pricing they offer, others practically abandon their projects until they have to show progress.

The Familiar Marketing Lines

So how can a roofing business wade through the crowd of dishonest marketing claims? It all starts with recognizing the red flags! So if you hear any of the following lines from a digital advertising firm, it’s probably time to look elsewhere.

  • “Noticeable results in organic SEO may take up to a year.”
  • “You only need [insert service], and you’ll start getting leads!”
  • “For a couple of hundred bucks a month, we’ll dramatically improve your website performance!”
  • “SEO is just too complicated to explain. Trust us!”
  • “SEO isn’t worth the money. Only paid search works.”
  • “Unfortunately, we can’t show performance reports for our advertising campaigns.”
  • “You’ll share these leads with a small pool of roofers in your area.”

The best digital marketing firms will always be happy to explain their process in a way you can understand. They don’t claim unbelievable capabilities, nor do they trade their service for pennies. After all, you wouldn’t trust a brand new roof that only costs you a hundred bucks! If you want a trustworthy marketing service that offers SEO for rooferslook for teams that provide measurable goals, believable time commitments, and justified costing reports.

Analytics Marketing Reporting

One Huge Conflict of Interests

What happens when your marketing company bundles all of its services into one convenient package? You quickly lose sight of where the money goes! We’ve heard it countless times: a firm promises PPC and SEO for roofers in a bundle, but they only end up spending 50-70% of their budget! Here’s another hard-hitting truth:

A company that bundles organic & paid search has zero incentive to improve your SEO.

PPC services offer a dependable stream of income for marketing companies. They can easily create primary campaigns in a short period and choose what keywords your business targets. Thanks to Google Ads and similar platforms, digital marketing teams can access reports that show campaign results without revealing how much they spent. That’s how they get away with unbelievable budget markups. Your advertising company can then provide just enough leads to keep you hooked.

A company that provides success in SEO, however, produces more sustainable growth for your business. For example, if an advertising company creates a highly optimized website that gives you cheap yet quality leads, why would you keep spending money on PPC? Unfortunately, that’s why firms that bundle PPC and SEO for roofers almost always spend all their time on paid search and neglect the company website.

Website SEO for Roofers

We Break the Mold

At Roofing Webmasters, we always keep our organic and paid services separate from each other. Our clients also pay month to month; no flat fee pricing! Different packages encourage accountability and drive us to continue providing measurable success in both categories. Not only do we provide highly effective paid search campaigns (which you receive full cost-reporting for), we produce unique custom websites that make sustained growth.

Our roofing SEO customers continually rank phenomenally well in local search results, all while paying less than average for great leads.

Don’t let a dishonest marketing firm string you along without providing real growth for your business! Our team at Roofing Webmasters offers reliable, measurable results for your company. 

Posted: | Updated: Jun 21, 2022 | Categories: Podcast
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Clients Who Don’t Think The Internet Produces That Many Leads (Podcast)

Do you ever feel like roofer leads are just slipping through your fingers? Has your business suffered from the industry shift towards online marketing? It might be time for a new approach to advertising your services! In today’s blog, Nolen and Jason discuss the consequences of clinging too tightly to traditional marketing practices. If your business has avoided working through the internet until now, be sure to listen in closely.

Important Tips to Listen For:

  • Investment produces a reward. SEO doesn’t work without trying it.
  • Door knocking is unlikely to provide heavy lead volume in the future.
  • Start laying your SEO foundation now and reap the rewards soon.

Classic Marketing is Fading Out

We’re living at the end of an era. The end of the period came about ten years ago. The only thing changing today is the number of roofing contractors accepting that industry marketing is dominated by online search. Even so, we still receive several calls from companies firmly planted in the past of traditional advertising, Yellowpage-type listings, and door knocking.

This attitude is damaging their business, and it hurts to watch the consequences.

It’s not even the fault of digital marketing companies. In truth, consumers have widely adopted a habit of researching everything online. They aren’t watching television ads to find their contractors. They aren’t scrolling through local newspaper ads. They rarely pay attention to radio salespeople, and they most certainly aren’t answering the door (unless it can’t be helped).

The “New” Prominent Lead Source

Marketing changes, and so should help businesses. While Google is certainly a more complicated channel than radio (for instance), it also provides dramatically more leads for local roofers. Your most successful competitors probably rank very well in local search results. Again, people look online for their essential home services these days.

Even if you’ve had a terrible year (or five), it’s not too late to get started on local roofing SEO. Even if you have an incredibly outdated or nonexistent website, it’s entirely possible to begin developing a productive online marketing strategy now. But it’s going to take consistent work. Your high-ranking competitors didn’t climb the Google ranks by accident. Instead, they invested time and money into making their organic (unpaid) online marketing work.

Enough preaching. Now, let’s create a plan to get your business earning more substantial leads again!

Local Roofers Ranking Well in Online Marketing

Starting Up Your Online Marketing

There are three key pillars that every online marketing strategy depends on:

  • A complete Google My Business listing
  • An optimized, functional website
  • Quality, numerous client reviews

Without these elements, your marketing strategy won’t take off like you want it to. We’ll briefly talk about each element and how to ensure maximum results (leads) for your roofing company.

GMB Listing

Your Free Google My Business Listing

Let’s start with the easiest step: completing your GMB listing. If you haven’t already, go to the Google My Business starting page and fill out as much information as possible. You will need a physical address for your business. Most startups use their home address, but you’ll have to use only official company offices if you have two or more locations.

Why claim a Google My Business listing?

If you want to show up in Google Search – you most certainly want to show up in Google Search! – this listing provides the search engine with crucial information about your business. It’s as simple as that. Want to show up when potential clients look up “roofing companies in Fort Worth, TX”? Fill out that listing. Just make sure that you use the same GMB address for all future Facebook, Better Business Bureau, and other citation profiles. Even differences in abbreviations make a difference!

Optimized Website

Use a Website Designed for Google Search

Our guide, “What Does Google Want For Roofers to Optimize Online?” (link at the bottom), goes into detail on the critical parts of search engine optimization. Just because a website looks nice, that doesn’t mean it performs well in local search. An optimized website has:

  • Schema Coding
  • Quality Content
  • Easy Navigation
  • Professional Design

We highly recommend you read our guide. A quick word of advice: Even if you have to ultimately throw away your website design, hold onto the domain name. Too many roofing companies make the mistake of throwing away their URL (web addresses). Trashing your URL is tantamount to erasing all your online marketing progress and starting from square one. It takes months to recover, so hold onto that domain!

Client Reviews

Actively Ask for Client Reviews

One of the easiest but underperformed tasks for online marketing is simply asking for reviews at the end of every successful job. Client reviews make a huge impact on any business’ success! That’s because it shows dependability, trustworthiness, and accountability for your brand. Roofing companies that don’t ask for reviews inevitably rank poorly because only angry clients take the time to go online and rate them.

There’s no other way to say it. Ask for reviews!

One of the easiest ways to ensure a higher response rate is to text clients a link to your Google My Business and Facebook Business pages. Try and collect reviews from both sites if possible, as Google respects feedback from multiple sources. If you prefer the old-fashioned method, provide your business card with the links printed at the bottom.

Team Up With Roofing Webmasters

Those are the three simple steps to starting your online marketing presence. Whether you like Google or not, your clients love it! It may take some time to adapt to this new advertising channel, but leads are worth pursuing. Of course, our team at Roofing Webmasters would love to make the transition process as easy as possible for you. 

Posted: | Updated: Sep 2, 2022 | Categories: Podcast
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The Impending Recession for Roofers (Podcast)

In a healthy roofing industry, it may seem wise to drop all of your low-dollar services in favor of more extensive profit services. Don’t throw away that roof repair page just yet, though! Nolen and Jason discuss the current market and how contractors can protect their business during the recession with SEO for roofers. So if you’ve got concerns about the future of your roofing company, be sure to listen in carefully!

Key Points to Listen For:

  • Economic indicators point towards a potential recession in the next few years.
  • Lower dollar services offer invaluable revenue during a recession.
  • Few marketing activities will provide as dependable results as SEO for roofers.

SEO For Roofers: Recession Preparations

While there’s no exact timeline predicted for the next recession (we’re hoping for never), it pays to prepare your business against potential economic downturns. That’s especially true for roofing contractors, who live and die by the whims of the housing market. We can easily predict what would happen for the average roofing professional in the event of a recession.

The Traditional Slowing of the Roofing Industry:

  • Phase #1: Home sales start to decline.
  • Phase #2: The average homeowner grows stricter with their budget.
  • Phase #3: Non-essential projects (i.e., roofing upgrades) slow dramatically.
  • Phase #4: As budgets tighten, even more, homeowners wait longer for repairs.
  • Phase #5: Underprepared contracting companies go out of business.
  • Phase #6: The market starts to recover.

It’s a sad but recurring process that many roofing companies don’t survive. Companies go into the stricter economic period unprepared for the surge in competition. While storm seasons and the odd hail market may provide relief, a company can’t count on random storms.

So what should your business do to prepare for the next recession? Start diving into SEO for roofers, and establish your presence online now! A year or two years from now could be too late to start preparing. Below, we’ll explain why developing your organic search program currently could save you in the next few years.

Basic Roofing Website Design

Reason #1: Saving a Lot of Money

So business is booming, and for the first time in a while, you have some company cash saved up. That’s where you come to a fork in the road. Do you spend the money on traditional marketing, paid search campaigns, or organic development? We’ll explain in a bit why the typical advertising (including door knocking) might not work so well shortly. For now, we’ll focus on PPC vs. Organic SEO!

Pay-per-click campaigns offer more control and customization than ever before. For one, you can target the precise geographic radius that you want your ads to appear in. You can also refine your target audience on platforms like Google Ads and Facebook Ads. These solutions work so effectively that many roofing contractors forgo continued website development and double down on PPC.

Focussing exclusively on PPC is generally a bad idea, but it could hurt your business even more during a recession.

Why? Because ads cost money. Thanks to a healthy housing market, most roofers do well enough to avoid using paid ads (even when they shouldn’t). However, when the housing market starts to dry up, businesses without an established organic presence flock to Google Ads and other ad platforms in desperation. The surge in competition leads to incredible spikes in costs-per-click (CPCs), which could quickly eat up your marketing budget!

You could try to buy these leads from a lead selling company. If the numerous complaints we hear from roofing contractors are any indication, however, that’s a sticky and expensive situation you’d be better off avoiding. So that leaves SEO for roofers.

SEO for Roofers in a Paid Google Ads Platform

How Organic SEO Saves Money

Ranking #1 in Google Search is a dream many contractors share, but it’s not one many know how to pursue. The most effective SEO strategies begin with website optimization because most curious readers turn into actual leads. Once your roofing company website is up, running, and ranking up in Google local map results, however, you’ll notice something unique:

Organic search generates higher quality leads than PPC and is cheaper!

While search engine optimization certainly takes a concentrated effort during website development and content marketing, you won’t have to spend all your time managing the site. A well-crafted company portal will naturally generate leads with only moderate updates required every so often. Cheap, high-quality, and relatively easy leads. What’s not to like?

Reason #2: Maintaining a Broader Spectrum of Services

In healthy roofing industries, homeowners call in for a variety of services. Unfortunately, with so much business to choose from, many contractors turn down low-dollar jobs to favor high-profit installations and replacements. At the Roofing Webmasters, we even have clients who think about taking off their “Roof Repair” pages so they can focus exclusively on installs. We strongly advise against that strategy, however, especially when it comes to recession markets.

During recessions, installation numbers plummet to the point that mostly repair jobs remain.

Roofing Installation Ads

If only roof repair projects remain in the market, will contractors compete for those leads? You better believe it! Unfortunately, too many ride the wave of healthy-market projects without ever investing in their long-term online performance. Even a little effort here and there can reap huge dividends once your brand earns more experience online.

What sort of activities can you complete now to become an established contractor?

Even if you don’t have the resources to create a fully optimized website, you can efficiently perform these actions without breaking the bank. If you complete the work now, you can reap the rewards down the road when other unprepared contractors (who neglected their SEO for roofers) are struggling for business. Make it easier to earn leads and reinforce your business against a likely recession; that’s two birds hit with one stone.

SEO Metrics Shown in a Couple of Charts

An SEO Company for Roofers

At Roofing Webmasters, we support contractors from all around the United States. Our dedicated team of web designers, content writers, social media analysts, and strategists work together to deliver outstanding SEO for roofers. As a result, clients regularly enjoy front-page rankings, higher site traffic, and better quality leads.

Posted: | Updated: Jun 21, 2022 | Categories: Podcast
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True Client Stories: I Need Leads! (Podcast)

Do you feel like you’re not getting enough leads? Do you ever wish you could start earning more of your own business? In our latest podcast, Jason and Nolen discuss the struggle of overcoming leads addiction and acquiring new clients online. Learn how to start developing your brand instead of growing the other company’s.

Key Points to Listen For:

  • Leads aren’t just something you buy. You can earn leads.
  • Roofing contractors can get stuck in the cycle of buying leads.
  • It’s relatively easy to start SEO for roofers. It just takes time.

Purchase Leads or Produce Them?

It’s an age-old adage: “Give a man a fish, and he’ll eat for a day.” You probably know the rest. Unfortunately, however, that story almost always seems to have a different ending when generating business. Roofing Webmasters fields all sorts of calls throughout the year, and we hear the same request repeatedly.

“I need leads!”

Every business needs stable sources of incoming customers. When it comes to roofers, however, many have no idea where to start. They have loose knowledge of Google and other search engines, but they possess the insight to run their roofing SEO strategy. So, where do they run to for an immediate influx of leads? Lead sellers.

The Frustrating World of Lead Sales

Supposed you go to one of the three or four major lead selling companies (you know the ones) and enroll in their services. You may have some control over how much money you spend, but you don’t have much say in the quality of each individual leads. Perhaps the individual is genuinely in need of a shingle roof replacement and is already wanting to buy. Or they’re just shopping around for prices.

Too many roofing companies find their leads volume swollen with shopping homeowners and commercial organizations. In our experience, most contractors earn just enough from these leads to get by and complain about their lead buying situation! When we suggest that they create a new means for themselves to earn their own clients, that’s when we find out the real, sad truth: they’re addicted to buying leads.

Some roofing companies go years without ever taking the initiative to graduate out of lead sales. But you can save your business from this frustrating cycle. Here’s how!

Roofer Website Design

Part #1: Starting Putting Effort Towards SEO

Why? Because it’s so much cheaper! Take the amount of money you would have spent buying leads and investing it towards creating your own. Not only will you start growing your own brand through local SEO, but you’ll also increase the likelihood that any clients you earn will return for repeat business (or recommend you to their friends).

No, you don’t have to be a programming or coding genius to start your organic search engine optimization (SEO). In reality, most of the tools your business needs to start earning calls are freely available to anyone who wants them. Just start taking the first steps, and you’ll be amazed at how much progress your business will achieve naturally. To get started.

  • Claim and fill out your Google My Business listing.
  • Create a Facebook Business profile.
  • Consistently ask clients to give your reviews.
  • Get listed on citation websites (such as BBB).

Google My Business is essential for getting considered in local map results. Without it, there’s little to no chance of your company showing up when that coveted “metal roofing installation” search goes up in your service area. Considering Facebook’s impressive volume of over 2.4 billion monthly active users, it only makes sense to start exposing your brand on the popular social media platform. Add in a Better Business Bureau (or a similar citation site) profile, and you’ve got three places ready to start collecting reviews!

You’ll also need to build a website. If your roofing team doesn’t currently have the talent to produce a website optimized for search, you can always hire a trusted company to do it for you. Just make sure you know what your money’s buying.

Google Ads Homepage

Step #2: Switch Your Leads to PPC

Regardless of what some marketing professionals may tell you, there are some benefits to supplementing your leads by purchasing them. However, there are better ways to control the quality of your leads and stop sharing them with other local plumbers. One fantastic paid method of generating business is PPC. Maybe you’ve already experimented with Google Ads; maybe you haven’t. This platform makes it easy to enjoy premium placement at the top of local search engine results pages (SERPs).

Of course, there are many ways to invest in online advertising that don’t involve Google Ads. Facebook Business makes it very easy to turn content into ads. You also can customize your target audience, forward the ad to your Instagram account, or redirect people to your website. Highly tailored ads at low prices with a high rate of return are a recipe for success.

Team Up With the Roofing Webmasters

At Roofing Webmasters, our team of SEO specialists, content writers, web designers, and programmers all work together to produce higher traffic, better leads, and more substantial growth for roofers like you. As a result, our clients dominate local search, expanding their brands and raking in sweet new business.

Posted: | Updated: Sep 2, 2022 | Categories: Podcast
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Black Hat, White Hat, Gray Hat (Podcast)

When people hear the words “Black-Hat” or “Gray-Hat,” they often picture old 90’s movies about spy escapades or illegal hacker groups. However, when it comes to the world of online search, most of these activities aren’t illegal but can get your website penalized by search engines. If you rely upon these techniques for day-to-day business, your company could be destined for failure.

Nolen and Jason discuss the difference between black, gray, and white-hat SEO in our latest podcast. Learn how to distinguish legitimate SEO experts from the fakes. If you’ve struggled in the past with ranking your website, or if a shady marketing company is advertising some sketchy SEO tactics, be sure to listen in closely.

Key Points to Listen For:

  • White-Hat techniques provide the best long-term results for your business.
  • Gray-Hat methods may work temporarily.
  • Black-Hat tactics could put your entire company at risk.
  • Business owners are responsible for their SEO practices, even if they don’t manage them.

Black-Hat, Gray-Hat, and White-Hat

“What the heck is going on with all these hats?!” That’s a question that many contractors instinctively blurt out whenever this topic pops up. Although the terms come from western film terminology, these hats represent the various levels of legitimacy in SEO (search engine optimization). So what does each one signify?

  • White-Hat – represent acceptable SEO business practices recommended by Google
  • Gray-Hat – techniques lying outside accepted practice, but not forbidden by Google
  • Black-Hat – tactics explicitly banned by Google, typically for their harmful nature against consumers

Keep in mind that most gray and black-hat tactics are not illegal. However, they conflict with Google’s accepted terms of use and recommended business practices. The vast majority of businesses utilize white-hat techniques exclusively (or almost exclusively).

What’s Wrong With Black-Hat SEO?

In Western filmology, black hats were typically reserved for American outlaws who fought against the accepted code of conduct. They lived a high and romanticized life on the run. Sometimes they hid from the public eye. Sometimes they strut flamboyantly about in defiance of the law.

Google Search Quality Guide

Black-hat SEO behaves similarly. Some who engage in these tactics mask themselves as legitimate businesses and hide from the public eye. Others publicly advertise their practices because they know they can’t be punished (yet). Look no further than the late 2000s, when Google struggled to curtail the ludicrous practice of buying inbound links. Back then, sites were judged predominantly by the number of other sites linking to them. The issue spiraled so hilariously out of control that your neighborhood roofing contractor would purchase hundreds of thousands of inbound links to keep up with the competition.

If you search Google’s policy on link schemes now, it won’t take much imagination to predict what happened next.

Google explicitly condemned this behavior for years and earnestly sought ways to prevent it. Finally, after years of warning businesses to stop these practices, the search engine had had enough. In 2012 and 2013, Google rolled out the Penguin algorithm update, and all hell broke loose for companies that relied on these black-hat SEO practices. Frontpage contenders dropped off the map overnight. Some went bankrupt, while others went through months of link disavowal projects and “Google, we’re sorry”‘s to find their way back to competing.

What Black-Hat SEO Looks Like

No, we’re not going to give you a how-to on gaming SEO! But it does pay to understand how it looks (and feels). Marketing companies dabbling in black-hat practices often cut down their costs and provide quick results for their clients. Legitimate, organic search tactics almost always take months to cultivate. Anyone offering and providing overnight results (especially for cheap) is probably into some shady stuff that could end up harming your business.

Watch out for talking about “loopholes” or “exploits,” and steer clear of anyone offering immediate results for your roofing SEO. Even if you’re not the one perpetrating these tactics, your business could end up getting delisted from Google My Business and disappearing from local search results. That could mean months of lost online revenue and trying to restore your online presence. You’ll undoubtedly wish you stuck with safer white-hat SEO! If you’re concerned about a particular online practice, your company currently engages in, consult Google’s Quality Guidelines.

Gray-Hat SEO – Shaky Foundations

Just because you won’t get in trouble for engaging in a particular behavior, that doesn’t mean it’s healthy for your business. Gray-hat SEO involves activities that fall outside Google’s recommended business practices, yet the search engine doesn’t explicitly condemn them. Instead, as with black-hat SEO, gray-hat tactics try to take advantage of blind spots in Google’s search algorithm.

So what’s the problem? Since the activity isn’t illegal or even denounced by Google, many businesses actively (and unashamedly) engage in gray-hat SEO. These activities seem to work and provide enhanced rankings in local search. But, as our team at Roofing Webmasters (and any sensible online marketing company) will tell you, Google continually updates its algorithm to provide the best value for its user base. That includes consumers and businesses alike. As a result, the vast majority of gray-hat exploits are discovered and neutralized.

The End Result of Gray-Hat SEO

In the short term, these tactics offer temporary benefits for your business. However, any company that primarily focuses on bypassing Google’s established search practices is going to pay the price. You may not suffer the crushing consequences of black-hat SEO (like losing your business listing), but your rankings will almost inevitably plummet when the next algorithm update comes along. Furthermore, it could take months, even years, to recover.

Focusing on flimsy search techniques also distracts you from activities that would produce stable, long-term results for your business. As a result, all the months you could have spent establishing your brand with white-hat SEO fall by the wayside. That’s the true tragedy of gray-hat search tactics!

Optimized Website Design

White-Hat SEO – Results You Can Trust

We finally come to the “good guy” in our western film metaphor. White-hat SEO incorporates tried and true practices that fall safely within Google’s search principles. Unlike its black and gray-hat counterparts, this category continually provides long-term benefits for roofing contractors.

So when it comes to SEO for roofers, what do white hat-tactics look like? If you’ve listened to any of our previous podcasts, you’ll likely remember our shortlist of crucial SEO elements.

Basic White-Hat SEO

  • Custom Website Design and Coding
  • Keyword Research and Page Optimization
  • Quality Content Development
  • Supporting Social Media Marketing
  • Citations
  • Reviews from Multiple Sources
  • and More!

It takes a wide range of activities to produce the type of traffic businesses crave when it comes to roofing SEO. As contractors feed time, money, and effort into their search marketing, they’ll consistently see a return on their investment. But, of course, that means doing the required research, planning, and abiding by the established rules of white-hat SEO.

SEO Tactics You Can Trust

While sleazy digital marketing companies are a dime a dozen, it can be hard to find that handful of dependable agencies you can trust. As you hunt for a marketing partner specializing in white-hat SEO, look for these traits: accountability, timely results, willingness to explain SEO in simple terms, experience, and well-roundedness. Any business that claims one facet of marketing will turn your business around probably isn’t worth your investment. However, a dependable company will never try to oversell its capabilities or promise guaranteed jaw-dropping results.

Hopefully, you’ll find this guide helpful in your search for long-term online marketing success. If your roofing business has struggled to get a foothold in local search, our team at Roofing Webmasters would love to partner with you! Our full-service online marketing team supports contractors all over the country. We’re proud to say our clients consistently earn higher rankings, more traffic, and better leads within their service area.

Posted: | Updated: May 11, 2022 | Categories: Podcast
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How Many Roofs Would a Roofer Roof? (Podcast)

Setting your expectations for the future, finding a fruitful city to operate in, and optimizing your online efforts all represent significant challenges for a roofing contractor. With such a heavily fluctuating market, it’s easy to panic when your service area hasn’t seen a business-driving storm in many years. Nolen and Jason discuss strategy in the latest podcast, whether there’s a storm on the horizon. So if you’ve struggled with earning the long-term growth, your roofing company craves, be sure to listen in.

Key Points in Our Podcast:

  • Most roofing contractors (and family members) don’t know how to optimize.
  • Changing locations impacts SEO results.
  • There are multiple ways to earn business after major storms.
  • Don’t let peak storm years affect your expectations for non-storm years.

Roofing SEO and Strategic Planning

A tiny segment of roofing professionals can effectively chase after hail storms and hurricanes and turn them into profit. While every eager contractor indeed longs for the year they earn 750 roofing clients a single storm year, that’s not the norm for most businesses. It simply makes more sense for the vast majority of roofers to put down roots and work for steady growth. Not only is it more pleasant for your family and staff, but it’s also better for your roofing SEO.

How Location Shifting Effects Online Performance

Believe it or not, Google works extremely hard to develop lists of the most dependable industry professionals within a geographical area. Search engines evaluate E-A-T factors (expertise, authoritativeness, and trustworthiness) when choosing top rankings. So what kind of businesses capture these coveted front page listings?

Common Factors Among Top-Ranked Companies

  • They earn high reviews from a variety of platforms.
  • They optimize their websites, PPC, and social for Google.
  • They continually feed content back into their website.
  • They’ve filled out all applicable business listings.
  • They stay in place and gradually expand.

All the factors listed above drive traffic towards your roofing company’s website. The last two likely affect your results the most. Nothing impacts local search rankings more than a location change. Even changing addresses within the same city can change your rankings, for better or for worse. Google’s search algorithm gets very picky when it comes to changes in address. Even a minor difference in how you abbreviate the same address between multiple online listings may lower your chances of seeing front-page listings.

So don’t go changing your address without doing significant research prior!

Below, you’ll find a few critical rules of thumb regarding changing location and how changes affect your roofing SEO. If you make any of these mistakes, it’s not the end of the world. However, you will likely need to partner with an experienced online marketing professional to get your team back on track for search.

Switching Cities

Mistake #1: Switching Cities & Expecting Immediate Results

It takes roofing contractors years to develop an established reputation in a city. Google’s vetting process is a never-ending cycle of evaluation and re-evaluation. That’s why it’s so frustrating to see a successful business jump ship and move to a new city, then expect the same level of success from the get-go.

Any business that moves to a different location, especially out of state, can anticipate the old challenge of earning credibility in their comparative market. In our podcast, Jason and Nolen speak of a former client who opened up two new locations within the same state and couldn’t understand why they didn’t see immediate results. The situation was made more heated when the prolific storm damage market dried up in its original location.

Our Lesson: SEO results take time to grow in each new location.

Virtual Offices

Mistake #2: Setting Up Virtual Offices With Friends/Families

Just don’t do it. Google’s grace for virtual offices seems to have run out for the time being. It may seem like a lucrative method to expand the reach of your service area, but business listings can get suspended (and delisted from search results) for this sort of behavior. In reality, you’ll be shooting your business in the foot and slowing down lead generation.

Our Lesson: If you need to expand, do it the natural way. Create new physical locations for your company and let your friends and family avoid the hassle.

Home Business

Mistake #3: Moving Business Out of Your Home Too Early

Like many famous bands, roofing contractors typically start working out of a garage. You’ve probably used your home address for Google My Business and other listings. That’s perfectly fine! Our word of caution applies to businesses that are looking to take on a second location.

When you take the plunge and open up an official company office, your home address can no longer serve as a company location. One good office deserves another, so Google seems to believe. Your rankings could suffer if you ignore this crucial rule.

Our Lesson: If you can’t afford to move business entirely out of the house, don’t open up that new office just yet. However, if you’re ready to move, you’ll need to either close your home (as a company location) or open up a second office.

How Many Lead Calls is Normal?

Before finishing our discussion, we need to touch on many roofing contractors who seem to struggle with lead volume. Your average lead generation rate depends on multiple factors, such as:

  • Local climate and storm frequency
  • Service area populations
  • Economy
  • Marketing practices
  • Management & staff capabilities
  • Competition
  • Category of roofing

Some commercial roofers feel happy with just three projects a month, considering their larger scope and higher value. Residential companies may need a minimum of 8 to 12 to earn their target monthly revenue. While your market may produce a higher volume of leads, it’s crucial to establish a baseline average.

Why Storm Seasons Make for Poor Baselines

Suppose a business operates near the Florida coast or a Texas coastal city like Corpus Christi. In one average year, the company might see an average of 200 projects completed. However, after a particularly destructive hurricane season, the yearly amount may rise to three times as many projects. While that may provide opportunities to expand the business (or buy that dream home), owners need to remember that business eventually returns to the baseline. Forgetting that could lead to undue financial stress and overstaffing.

Contact the Roofing Webmasters

At the Roofing Webmasters, we support numerous roofing contractors across the nation. Whether you depend on storm seasons or normal wear and tear for the bulk of your projects, our team can help you optimize your online presence to earn more substantial results from Google Search. As a result, clients dominate their local search rankings, enjoying better traffic and faster lead generation.

Posted: | Updated: Jun 21, 2022 | Categories: Podcast
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Digital Marketing Excellence (Podcast)

Finding an efficient yet customer-driven SEO company seems impossible. But that’s why Nolen created his own. We dive deep into the Roofing Webmasters‘ company history with Jason and Nolen in our latest podcast. We’ll discuss how our past experiences molded the business and allowed us to produce outstanding results for our customers.

Key Points in Our Podcast:

  • Company size significantly impacts both service quality and efficiency.
  • Our management software allows us to produce faster results for our clients.
  • The right team makes all the difference.

Our History at Roofing Webmasters

Like many company origin stories, our company was born out of discontentment. Discontentment with the way digital marketing companies treated their clients and disappointment with their lack of results. Our founder, Nolen, initially worked in the security industry. However, after recognizing the profound gap in quality digital marketing for roofers and other service businesses, he seized the opportunity and founded what would later become the Webmasters.

While his journey took many twists and turns, Nolen created a tight-knit group of graphic designers, marketing strategists, content writers, software developers, and social media specialists. Through our regularly improved, in-house management software, our team continually produces outstanding products for roofing SEO.

Finding the Right Management Strategy

While it might surprise our current clients, our offices at the Roofing Webmasters used to be a chaotic mess! Our management team struggled with the creative talent that honored time results and diligence above personal convenience, as with many digital marketing businesses. But, unfortunately, lax standards in the industry had produced all too many complacent would-be web experts.

Our team certainly felt the effects. Almost we had to transform virtually the entire writing department. To better manage our new staff, we designed brand new project management software, incorporated check-ins for accountability, and dialed down our employee training process. As a result, we experienced a dramatic shift in productivity that we’re still very proud of!

Production Software

Why Company Size Matters

In our experience with the industry, plus the horror stories that our clients have conveyed to us, dependable digital marketing companies are rare. However, when it comes to managing employees effectively, there’s a sweet spot for workforce size. Let’s look at industry trends and the problems with companies that are either too small or too large.

When Digital Marketing Gets Too Small

  • Client capacity shrinks.
  • Rapid updates may not be possible.
  • Solutions become more challenging.
  • It takes multiple services to deliver a (somewhat) cohesive website.

When Digital Marketing Gets Too Big

  • Services become overly streamlined or cookie cutter.
  • The gap between service rep and production widens.
  • Customer service (usually) suffers.

The Goldilocks Size for Digital Marketing

Cookie-cutter web design and mediocre results aren’t our speed. So we custom-build powerful websites with schema coding, original content, and over 200 points of roofing SEO! With just under 20 talented and experienced professionals, Roofing Webmasters supports hundreds of roofing contractors and other industry professionals from across the United States.

Particular roofing SEO experts can’t pull off the number of clients we support, and larger companies (generally) don’t provide such outstanding customer service. That’s why so many contractors rely on our team for their digital marketing needs. Our size and skilled staff allow us to continually deliver premium results in better rankings, higher site traffic, deeper engagement, and fantastic lead generation. These results come from years of refining our management program and organizing our talent for maximum client value.

Why Full-Service Makes More Sense

Perhaps you already have a small digital marketing service running part of your online presence. Maybe you have two or three! So what happens when a roofing company (or another industry contractor) outsources its digital to-dos to multiple businesses? Unless you’re a very, very good judge of marketing talent, a hodge-podge mess is almost always the result. That’s because separate companies will struggle with creating a cohesive SEO strategy, especially when it comes to website creation!

When you choose a full-service digital marketing company for your roofing SEO needs, however, each aspect of your marketing is bond together by design. Content nestles into a custom website already optimized for search. PPC campaigns align with the existing keyword strategy from your organic search results. Blog posts and videos enjoy more substantial distribution through your Google My Business account and social media platforms! All in all, you’ll witness better results and spend far less time having to check your company’s progress.

Template Style Web Design

Team Up With Roofing Webmasters

Want more robust performance for your roofing SEO efforts? Our dedicated staff at the Roofing Webmasters would love to help! We support numerous businesses across the country, providing premium rankings in local search, faster lead development, and outstanding website performance.

Posted: | Updated: May 11, 2022 | Categories: Podcast