SEO refers to a search engine optimization process which aims to increase the quality and quantity of traffic on a site through results on different search engines.
To understand the SEO concept, let`s take a closer look at some aspects:
Traffic quality. You can attract visitors from different corners of the world, but if they come to your site because Google has informed them that you are a resource for Apple computers when you are actually a farmer selling apples, it does not mean you get high quality traffic. You must do your best to attract visitors who are really interested in your products and services. It’s best to target local results when doing SEO roofing optimization and other types of services provided locally.
Traffic amount. The better the site is ranked, the more customers it will attract.
Organic results. Google Adwords is a significant part of SERP pages. Organic traffic is any traffic you do not have to pay for.
Indexing and accessibility
You MAY have the best content in the world, the best audience and even traffic that comes from all sorts of places like social media and other references. But if search engines cannot access, scan and index your site properly, none of these aspects would be of any relevance to SEO.
Site speed and performance
Users will be more satisfied with their experience and will appreciate the content of the site if it does not make them cringe into exasperation because of a slow loading process.
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.
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, 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.
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.
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:
Lots Of Content
Optimized Meta Data
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.
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.
Google is always changing and the latest changes with Google My Business are huge for roofing contractors.
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.