Local SEO for Your Roofing Company: How to Get More Leads from Local Organic Searches


Roofing companies everywhere are adopting new digital marketing strategies to help them keep up with the competition. There are several different tools and resources out there that can help any local roofer level up their online reputation, but one of the most valuable and necessary today is local SEO. Local search engine optimization, also sometimes called local optimization for short, is the process of ensuring that your business ranks highly in local search results. 

There are several possible ways to accomplish this goal, including some tried-and-true best practices. There are also some definite don’ts on the list, such as not just using your city plus your industry (Roofing in Austin, for example). That probably will be a keyword on your list, but you have to perform the research first. Let’s talk more about that, as well as other ways you can step up your local SEO efforts to get more business. 

Keyword research is a must 

Take the time to perform necessary keyword research related to roofing companies in your area. Use your city, state, region, neighborhoods, and other terms to home in on that exact audience that you’re trying to reach. Consider which keywords rank the highest as well as which ones might not be getting a lot of attention—you might do well to focus on a few lower-performing keywords so that you’re the company that comes up when those terms are searched. 

Audit your existing content 

This is another important step in optimizing your local presence. Make sure that your existing online content is reputable, relevant, and optimized for local search with the right keywords. You aren’t reinventing the wheel here—you don’t have to tear everything down and start from scratch. You probably have a lot of great content that’s already out there, so why not just tweak it and make it better? It will save a lot of time and effort. 

You can even hire a third party to audit your content if you prefer, giving you the chance to trust that every single opportunity for optimization is found. 

Get your Google Business Profile 

Claim and complete your Google Business Profile. This listing, formerly known as Google My Business, is an integral piece of your local SEO strategy. It’s what Google uses to check out your business, make sure that you’re legit, and get a feel for what kind of authority you have within your industry. Complete all the sections and utilize headers and tags for keywords where you can. Then, the rest of your SEO efforts will not be in vain. 

Network with contractors and others 

Professional networking, including online link-building and social networking, can do a lot to boost your local reputation. Google and other search engines like to see worthwhile, reputable companies that are proud members of their community. Thus, the more connected and engaged your roofing company is, the higher it will rank. Not only that, but this networking can help you attract a lot of business, too. Some contractors will build relationships with others to help each other get work, build their success, and more. 

You can share links with local contractors, other service companies, mortgage companies, and even insurance providers. Create relationships with relevant partners and businesses on your social media profiles and professional business forums, too. 

Check your NAP

The only thing that’s going to get your reputation questioned faster than keyword stuffing is having inconsistent online listings. Your name, address, and phone number, or NAP, is a listing that needs to be identical from one place to the next. Also sometimes called a citation, you should choose a default display of your contact information and stick with it. Even something as simple as abbreviating the state in one listing when you don’t elsewhere could cost you valuable points. 

For Google and other search engines, consistency means a brand is reputable and values its presence. This can increase local rankings even further. For your business, it’s a chance to correct typos and make sure that you’re listed properly in as many places as possible. 

Take advantage of reviews 

People love to leave reviews of home services, especially when they have an extremely positive or extremely negative experience. In any case, you need to do a full audit of your reviews and comments, as well as any testimonials people have placed on your website. Good reviews should be promoted. If there happen to be any negative reviews, you need to address them. Even if you can’t resolve them, you can at least show that you’ve attempted to help the individual, which is a sign of a reputable company. 

If you want, you can even ask for reviews and set up incentive programs so that people will be more inclined to review your roofing company. Often, all it takes is asking people if they can help you out by sharing their experience. And if you offer them something in return, the odds are even greater that they’ll do you the favor of leaving a good review. Bear in mind that you don’t want to buy or falsify reviews, but you want to give people a reason to leave them. 

While you’re taking on new roofing jobs, who’s fielding the calls?

All this work on your local SEO strategy is sure to increase the number of leads you see in a day. Are you ready to meet that demand? Your first task is to invest in a 24/7 answering service that will ensure you never miss an opportunity. When you do that by partnering with the virtual receptionists at Smith.ai, you can also enjoy assistance with things like lead intake, appointment scheduling, live website chat, and more. 

Still working on the marketing and optimization? Ask how Smith.ai can help with outreach campaigns and outbound sales support. Plus, we can do it all with a tailored strategy to suit your needs. Just schedule a consultation or reach out to us at hello@smith.ai to learn more about what the 24/7 virtual receptionists at Smith.ai can do for you. 


Business Education
Marketing Advice
Home Services
Written by Samir Sampat

Samir Sampat is a Marketing Manager with Smith.ai. He has experience working with businesses of all sizes focusing on marketing, communications, and business development.

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