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roofing seo and marketing experts

Marketing your Roofing Business Why nothing has really changed

The year was 400 B.C. Phil just finished putting the finishing touches on his new invention.  It was a piece of Yak intestine, about a foot long, that when tied around his bison ear moccasin helped keep the shoes snug and secure on his feet.  One thousand years later they called it a shoelace.

Phil knew he had something of value. Something he could trade for things he needed, like fresh food, water or a beard trimmer. He just needed to get the word out.

roofing seo and marketing experts

For thousands of years marketing has been the number one challenge for businesses.  To sell your roofing services, you need to know how to bring your message to the local market and it will cost you something to do so.

Twenty years ago, roofing companies would think nothing of spending upwards of $50,000 a year on a single yellow page ad. You could easily spend twice that in a local newspaper.  Radio and TV, still an effective means to market today, have rates that really have not changed much in two decades. So why do so many roofing company owners think that because it’s “the internet” it should be cheap or even free?


Good marketing and advertising for your roofing company costs money.  If you are not ready to spend at least 5% of your revenue on marketing you don’t have a real business (and it should really be closer to 10%). In this digital age there are many ways to target your messaging. Social media, Roofing SEO, digital ads, YouTube and countless others.  The wonderful thing is, unlike traditional media, your ability to see the data and track your ROI.


With all these options to market your roofing business in the digital world, it can get confusing.  Consider using a digital agency like RCM that can help guide you in this essential aspect of your business.  You know the roofing business, we know the business of roofing contractor marketing.

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Can You SEO Your Own Roofing Website? Yes!

You’ve started your own roofing company and had someone build a great roofing website. Next you need to find a way for customers to know you’re there, but you don’t have a lot of marketing dollars.

A daunting task awaits you. How do you get found when competing with thousands of other roofers?

There are a lot of things you can do that are free but…take time.  You are probably aware of a number of them. You can post regularly on the appropriate social sites such as Facebook, Instagram, Pinterest, LinkedIn and so on.

Did you know that you can SEO your own roofing company website? If you are not afraid of getting into the back end of your site, we have some simple pointers that are the first steps to getting found in the Search Engines.

roofing seo expertise

Google Is The Biggest Player

Most of our clients have over 90% of organic clicks to their website come from Google, so we optimize for Google. Google likes several basic things:

  • Rich Content
  • Lots Of Content
  • Optimized Meta Data
  • Natural Language

Rich Content

While many folks say they like a “Clean Website” and  like to keep the content on their websites brief and the pictures and videos extensive, Google likes words. They like lots of words that talk about the products or services you provide. You need to give Google those roofing keywords.

So, the first thing you need to do is find out how people search for roofing companies is your target area. SEO companies like us have tools that we pay for to provide lists of appropriate keywords that people use to search. Most companies do not want to invest in that type of software. A simple way to build a roofing keyword list is to search for roofing companies in your town and see what Google suggests below the search line. You can also go to the bottom of the page and see the ‘Searches relate to’ section. Then search with those terms and build a list of top words that people use to search for your industry or company.

For example, if I search for ‘hybrid batteries’ the related searches include:

Lots Of Content

Companies that provide roofing SEO services, like Roofing Contractor Marketing, can invest in products that help us to write great content that is robust enough to compete for the front page real estate in Google. We see competitors for our clients with 1000 to 1800 words on a page they are trying to rank. The issue for most companies is that they need to market effectively and succinctly to the customer.

How can you get all these words on the page and not turn-off a prospective client? Put the content below the fold, i.e. keep the well-designed user experience at the top of the page and then add a section just before the footer to include several paragraphs with the relevant, rich content to give Google the verbiage they need to know what your company is all about.

Optimized Meta Data

Meta Data is just a fancy word that tells Google and the other Search Engines what is most important on the page.

The first place that Google looks is at the Title Tag. So, if you want to get found for your Company Name, put that in the title tag. Your website will have an area that relates to SEO and will give you a place to put the title tag for every page. If you are trying to sell Used Hybrid Batteries Online, then that would be the first part of your title tag.

The Second place Google looks at is the Meta Description. This is usually next to the Title Tag area on the website. Each page has a Title Tag and a Meta Description. The Meta Description is the brief sentences that show up below the website url in your search results. Make the description brief, captivating, and include you most important keywords.

An example for a company selling hybrid batteries might be:

XYZ can save you money with competitively priced refurbished hybrid car batteries. We specialize in Toyota Prius, Honda Batteries and the best replacement battery options..

The Third place Google looks is at your headers. At the top of the page, include an H1 tag that includes one of your most important keywords. Then before each of you paragraphs include an H2 or H3 with secondary keywords.

Natural Language

 In years past, companies would fill their pages with keywords and repeat the most important keywords on the page many times. Google doesn’t like that anymore.  Google likes to see well-written natural content and the spiders that crawl your website will pick up all of the relevant keywords throughout the page. If you are selling your roofing company services and want to mention all of the important brands you install, you would not need to say ‘Owens Corning Asphalt Shingles, GAF Asphalt Shingles, Tamko Asphalt Shingles and so on. You can mention all your brands and then talk about the Asphalt Shingles elsewhere on the page. The Search Engines can put the pieces together for you. The point is, write well and write naturally.

These suggestions are just the beginning of good website optimization. There are many other steps that those of us in the industry do to optimize a site. If you find this too overwhelming, we are happy to review your site and let you know what needs to be done to your website to give you the best shot at getting found by the Search Engines.

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roofing seo experts explain google plus changes

Google My Business –Do This Now for Your Roofing Company

Google is always changing and the latest changes with Google My Business are huge for roofing contractors.

google plus is going away by roofing seo experts

Google+ No More

As you may recall, Google had a product called Google+. It was an effort to create a yet another social platform. It never took hold. Facebook, LinkedIn and Twitter held that position.  Google is a search engine in people’s minds – so it never got any real traction. We call it “Social Media Fatigue” because people were not willing to have yet another social media platform to keep up with and post about their lives. Misfortune for Google perhaps, but in August of 2018, Google reported a hacking of the Google+ database.  With this hacking, Google found their excuse to announce the ending of Google+.

Google is a Search Engine

From the Google+ experiment Google learned some valuable lessons. One thing they learned is that they can make or break the success of a business online like no one else. Facebook is social, Twitter is news breaking, Google is business!  The Google search platform is incredibly valuable to the potential success of every roofing company and owner.  The changes to Google My Business require more of each business owner now – but it also offers more opportunity for business owners to take advantage.

Google My Business Requires Your Attention

The Google My Business (formerly known as Google Places) information was previously just the entry portal into Google maps information and Google reviews (perhaps the most valuable assets).

Google My Business Social Changes

Google has incorporated some of the social aspects of Facebook and Twitter, like encouraging posting about your business, making offers, featured offers and more. They have also provided expanded areas to talk about your products and services, and photo areas for you and your customers to post about your business.

Optimizing Your GMB (Google My Business)

Your company can optimize your GMB quickly and easily. Just start at the top and complete every section available. Google My Business sections can vary slightly from listing to listing but generally the sections to complete are:

  • Posts – start posting! Google wants you to do this and do it regularly.
  • Info – this is a large section and perhaps the most important to complete accurately and carefully. This is all your business address, website, phone, hours, products and services, descriptions and photo’s.
  • Reviews – this section is where you go to respond to reviews and YOU SHOULD! Every review, good and bad should be recognized by you. A hearty thank you if positive and if not, some explanation or context to the complaint help others read into the situation. Most people can recognize someone who is being unfair – either way. So it’s good to show the other side of the coin if need be.
  • Messaging – turn on this feature to be notified if someone tries to reach you via text through the GMB
  • Photo’s – this is where you can add lots of photos of your business, your customers, your products and more. Load it up with images you took. Avoid stock images here – keep it real.
  • Website – this is a new area that may become more valuable and useful in the future. We guess Google has big plans for this. Right now it’s not too compelling of a website but Google likes things that keep users in the Google system and this does that. More on Google Websites soon.
  • Create an Ad – this redirects you to the Google Adwords area that Google would love to make simple and effective for roofing contractors. Anyone who has built an ad campaign in Google knows “it’s complicated”. They are working hard to make it easier and more effective for the average Joe to execute. This product still a ways to go here…

This article could be a book if there was time to write it. Google My Business opportunities for your Roofing Company are evolving and now is the time to get in there and max it out. Start making it a part of your marketing strategy because most roofers are not…but Google wants it to be.

If you need help maximizing your GMB for your Roofing Company, this is a big part of what we do and we can help. Give us a call and we can put together a plan just for your business. We offer a full range of marketing services including roofing SEO, digital marketing, and reputation management.

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Join Us for a Free Webinar: All About Google 2019!

Google 101: Learn to Maximize Google and Gain More Leads in 2019!

Webinar Invitation for Google 101

Click here to Register Now! 

Join Roofing Contractor Marketing President, Greg Hoffman, to find out what’s new with Google and how you can use it to bring you leads!

Just a few things we will be going over are:

  • Local Service Ads and getting Pay Per Lead. Not Pay Per Click!
  • The importance of Google My Business, what’s new, and how you need to optimize it correctly.
  • Optimizing your site speed and display for mobile first.
  • How SSL can make or break a website.
  • Using Reviews to Boost your business.
  • And so much more!!!

If you want to get more leads and grow your roofing business in 2019 this is the webinar for you.

Click here to Register now! 





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10 Questions You NEED to Answer Before Writing SEO Content

Creating content for SEO can seem like a daunting task but asking yourself a few questions before you begin writing can help make the process easier and increase the quality of your content. Of course, an even easier way is to hire the SEO experts at Roofing Contractor Marketing and let them handle your SEO so you can get back to running your business. If you want to go it alone answering these ten questions can help put you on the right track to creating content that fits your brand and business.

The ‘10 Essential’ questions you need to answer before creating a style guide

  1. Mission: What is the brand’s mission?
  2. Words: What key taglines, words, phrases, tenses or perspectives are used and associated with this brand?
  3. Purpose: What is the purpose for the content?
  4. Audience: Who is the focus audience, and what are they like?
  5. Solution: What is the problem the audience is facing, and how is this content a solution to that problem?
  6. Tone: What kind of tone does this brand convey, and how does that resonate with the audience?
  7. Style: What style of writing does this brand use?
  8. Organization: How does this brand organize its content? Does data support this approach?
  9. Platform: What platforms will be used to drive traffic to this content?
  10. Conversions: What kinds of conversions are we trying to make through the content?

Having answers to these questions for your own brand will both help you understand the brand better and communicate it with the people you work with, particularly writers.

If you don’t know these essentials, it’s likely that your content will fall flat. SEO and competitor analysis is not enough to go on when it comes to cultivating a message that truly resonates with the focus audience. In other words, it just won’t sell.

Note: If you are struggling to answer these questions, I suggest looking into the concept of the Ideal Client Avatar (ICA) or Persona. Developing these descriptions will help you paint a clear picture of what the brand’s audience looks like, what they want and need and what message relates to them best.

Read the full article at…

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