What is Roofing SEO?
Roofing SEO (Search Engine Optimization) is the process of optimizing your roofing company's website and online presence to rank higher in Google search results when potential customers search for roofing services in your area.
When a homeowner types "roofers near me" or "roof repair [city name]" into Google, SEO determines whether YOUR company shows up on page 1—or if your competitors get the call instead.
Key Stat:
75% of people never scroll past the first page of Google. If you're not on page 1, you're invisible to most potential customers.
Why Roofing SEO Matters in 2025
SEO isn't just a "nice to have" for roofing contractors anymore—it's how homeowners find and hire roofers. Here's why:
Of roofing searches have local intent (looking for roofers nearby)
Call or visit a business within 24 hours of a local search
More leads than paid ads, at a fraction of the cost
Cost per click (vs $50-$300 for Google Ads)
SEO vs. Paid Lead Generation
| Factor | SEO | HomeAdvisor/Angi |
|---|---|---|
| Cost Per Lead | $20-$80 | $150-$400 |
| Lead Quality | High (searched for YOU) | Low (shared with 4-6 others) |
| Ownership | YOU own the traffic | Platform owns relationship |
| Long-Term Value | Compounds over time | Zero (stop paying = leads stop) |
Step 1: Keyword Research for Roofers
Before you can rank #1, you need to know WHAT to rank for. Not all keywords are created equal.
Types of Roofing Keywords
High-Intent (BEST for leads)
People ready to hire a roofer NOW
- "roof repair near me" (33K/month)
- "emergency roof repair" (5.4K/month)
- "roof leak repair" (18K/month)
- "roofers near me" (74K/month)
Commercial Intent (GOOD for leads)
Researching options before hiring
- "best roofers in [city]" (varies)
- "roof replacement cost" (49K/month)
- "metal roofing contractors" (8K/month)
Informational (OKAY for traffic)
Just learning, not ready to hire yet
- "how to fix a leaking roof" (14K/month)
- "types of roofing materials" (8K/month)
- "metal roof vs shingles" (5K/month)
Pro Tip:
Focus 80% of your effort on high-intent and commercial keywords. These convert to actual jobs. Save informational content for blogging to build authority.
→ Use our free roofing keyword tool to find 500+ keywords with search volumes and difficulty scores.
Step 2: Optimize Your Google Business Profile
This is THE most important thing you can do for local roofing SEO. Your Google Business Profile (formerly Google My Business) determines whether you show up in the "local 3-pack"—the map results at the top of Google.
Why it matters:
The local 3-pack gets 75% of all clicks for local searches. If you're not in the top 3, you're missing out on most of the leads.
GBP Optimization Checklist
Step 3: On-Page SEO for Your Website
On-page SEO is how you structure your website pages to tell Google exactly what each page is about.
Title Tag Formula
Example:
<title>Roof Repair in Dallas, TX | Apex Roofing</title>
H1 Heading
Your H1 should include your target keyword and location. Only ONE H1 per page.
Content Structure
- Use H2 and H3 headings to break up content
- Include your keyword 2-4 times naturally in the body
- Write for humans first, search engines second
- Aim for 1,000-2,000 words for main service pages
- Add images with descriptive alt text
- Include clear calls-to-action (phone number, contact form)
Step 4: Local SEO Strategy
Local SEO helps you rank for searches in your specific service area. Here's how to dominate your market:
1. Create Location-Specific Pages
Build a dedicated page for every city and major neighborhood you serve. Don't just copy-paste content—make each page unique with:
- Local landmarks and references
- Embedded Google Map of that area
- Photos of jobs you've done in that area
- Testimonials from customers in that city
2. Build Citations
Get your business listed in online directories with consistent NAP (Name, Address, Phone):
- Yelp
- BBB
- Angi
- HomeAdvisor
- Thumbtack
- Owens Corning Contractor Locator
- GAF Certified Contractors
- CertainTeed SELECT ShingleMaster
- Local chambers of commerce
3. Generate Reviews
Google reviews are a TOP 3 ranking factor for local SEO. Here's how to get more:
- Ask EVERY happy customer for a review (90% won't leave one unless you ask)
- Send review request emails 2-3 days after job completion
- Include a direct link to your Google review page
- Train your team to ask in person: "Would you mind leaving us a quick review?"
- Never offer incentives or fake reviews (Google will catch you)
Your Next Steps
Roofing SEO is a marathon, not a sprint. But if you follow this guide consistently for 6-12 months, you can expect to see meaningful improvements.
DIY Approach
Have time but not budget? Start here:
- Optimize your Google Business Profile
- Get 20+ Google reviews
- Fix your website's on-page SEO
- Create 10 location pages
Done-For-You
Want results faster? We handle everything:
- Rank in top 3 within 6 months
- 2-4x more organic leads
- 30-day money-back guarantee