5 SEO Strategies for Roofing Companies That Work in 2024

Search engine optimization (SEO) strategies are not the same in 2024 as they were in years past. With search engines like Google prioritizing quality over quantity in new ways and consumers’ attention spans shortening while their content expectations soar, roofing companies are faced with online competition that’s fiercer than ever.

It's essential to implement current, effective SEO strategies to ensure your roofing company stands out from the crowd and attracts potential customers before your competition does. In this blog post, we'll explore the top five SEO strategies tailored specifically to help roofing companies succeed with SEO in 2024.

In 2024, mobile devices continue to dominate internet usage, making mobile optimization a top priority for roofing companies. Google's algorithms, as well as other search engine algorithms, prioritize serving mobile-friendly websites on their search engine results pages (SERPs) over websites that aren’t mobile-friendly.

Ensure that your roofing company’s website is responsive to mobile screens and different devices and that it loads quickly to give your business the best chance at being served in the SERPs. Optimize your website's design and content for smaller screens and implement features such as click-to-call buttons for easy contact.

Publishing customer testimonials and reviews front and center on your roofing company’s mobile-optimized website can give potential customers a quick glance at the quality work your business performs. Easy access to this valuable, trust-winning information is critical for SEO and success in quick, mobile-driven searches.

For roofing companies, local SEO is paramount for attracting customers within your business’s service areas. In 2024, Google's local search algorithms–and every search engine’s algorithm–continue to evolve, emphasizing business location proximity, service and product relevance and brand prominence to best serve online users.

Local SEO strategies optimize your roofing company’s website for “near me” and Map search queries. The top 3-5 search and Map results are served in what’s called the Local Pack on SERPs. Here’s an example of a Local Pack:

Businesses served in the Local Pack appear high on the SERP and automatically earn a higher level of trust with consumers.

Increase your roofing company’s chances of ranking in the Local Pack by claiming and optimizing your business’s Google Business Profile (GBP). Include accurate and complete business information such as your roofing company’s name, address, phone number, photos, content posts, customer reviews and business hours. Routinely encourage satisfied customers to leave positive reviews to create a constant stream of new GBP content, which can significantly boost your roofing company’s visibility in local search results.

Complete and detailed GBPs not only improve visibility in local search results but also enhance credibility and trustworthiness in the eyes of potential customers.

Consistency in name, address and phone number (NAP) information across all online platforms and search engines is a crucial aspect of winning local SEO strategies for roofing companies. Ensuring that your roofing business’s name, address and phone number are consistent across your company's website, social media profiles, business directories and other online listings reinforces trustworthiness and helps search engines accurately associate the business with its location. Inconsistent or outdated NAP information can confuse both search engines and potential customers, leading to a decline in local search visibility and customer trust.

Another primary pillar of local SEO for roofing companies is becoming a Google Guaranteed business. Becoming a Google Guaranteed business is an extensive process, but it is an important, worthwhile investment for your roofing company. Here are examples of Google Guaranteed businesses on the SERP:

For contract-based businesses like roofing companies, earning the Google Guaranteed badge may involve submitting video footage of your company’s main operating headquarters, interviews and mailing certain business documents to Google for verification.

Not only will earning the Google Guaranteed badge help to quickly earn trust with potential customers, but it can also act as an extra layer of liability protection for your roofing company. If your roofing company becomes a Google Guaranteed business, Google may reimburse unsatisfied customers out of their own pocket (at their discretion).

Localizing website content is also essential for effective local SEO. Roofing companies–especially multi-location roofing companies–should include location-specific keywords throughout their websites’ content, including service pages, blog posts and meta tags, to signal relevance and proximity to local search queries. Creating content to address local roofing needs, such as weather-related issues or common roofing materials in the area, demonstrates expertise and understanding of the local market, further enhancing credibility and attracting local customers.

Furthermore, obtaining high-quality backlinks from local sources can significantly boost a roofing company's local search rankings. Collaborating with local businesses, joining local chambers of commerce, sponsoring community events or participating in local charity initiatives are effective ways to earn relevant backlinks from authoritative local websites. These backlinks signal to search engines that your roofing company is a trusted and integral part of the local community, thereby improving its visibility in local search results.

Local SEO plays a pivotal role in helping roofing companies connect with potential customers in their service areas. By optimizing your business’s GBP listing, maintaining consistent NAP information, localizing website content and earning high-quality backlinks from local sources, your roofing company can enhance its visibility in local search results, attract relevant leads and ultimately grow the business within its target geographic regions.

Content marketing remains a foundational SEO strategy for roofing companies in 2024. By creating high-quality, informative content relevant to your target audience, your business can attract organic traffic, build trust and establish your company as an authority within the roofing industry.

Consider publishing blog posts, articles, how-to guides and videos addressing common roofing issues, maintenance tips and industry trends. Incorporate relevant keywords naturally into your content to improve its visibility in search engine results.

When posting content that’s video, audio and graphics-based rather than text-based (like blogs, emails and Google Business Profile posts), it’s important to continue to incorporate keywords within the content and within the contents’ descriptions and tags.

For example, when posting a video on YouTube, it matters that the video’s title, description and tags match the content that’s talked about in the video. YouTube’s algorithms scan videos and text descriptors to ensure that they match and to control clickbait content. This is also an algorithmic practice among podcast and audio hosting platforms like Spotify and Apple Music.

For more information on expert keyword marketing within content, check out this blog.

The content your roofing business publishes must provide real, actionable value for readers. It can be easy to get caught up in creating content to only please search engine algorithms; however, online users will be the ones who eventually become loyal customers so it’s essential that they feel helped and like they can trust your roofing company because of its content.

One way to serve this value and earn trust is by publishing content in three different pillars: entertainment, education and sales pitches. Instead of constantly posting content that only talks about your roofing company and encourages readers, viewers or listeners to purchase, post content that offers immediate value without asking for anything in return. This is a particularly strong strategy for social media marketing.

A variety of posts–the majority that give generously without becoming a sales pitch–can quickly build trust and make direct sales pitches more digestible and welcome.

We briefly discussed backlinks earlier in the article, however, in 2024, link building remains a fundamental aspect of SEO and deserves adequate attention.

The focus of backlinks has shifted towards quality over quantity. As search engine algorithms continue to advance, they now understand when content is linking to reputable, relevant content and when websites are filled with “junk links” that aren’t truly meaningful or valuable to the business or the business’s audience.

Building a strong backlink profile from authoritative and relevant websites signals to search engines that your roofing company is trustworthy and credible. Building these backlinks can take time and is a collaborative, social effort. Seek opportunities for guest blogging, reach out to industry influencers for interviews and collaborate with local businesses and organizations for joint advertising opportunities. Additionally, create compelling, shareable content that naturally attracts and earns backlinks from other reputable websites.

With the increasing prevalence of voice-activated devices, virtual assistants and artificial intelligence (AI), voice search optimization is becoming increasingly important for roofing companies in 2024. 

Voice queries tend to be more conversational and longer than traditional text searches, so make sure to optimize your roofing website’s content to answer common, long-tail keyword questions related to your roofing company’s services and solutions. Focus on natural language and long-tail keywords that reflect how people speak rather than type. Additionally, ensure that your website's structured data markup is optimized to provide easily crawlable and relevant information to voice search algorithms.

Implementing effective SEO strategies is essential for roofing companies to enhance their online visibility, attract potential customers and stay ahead of the competition in 2024. By prioritizing mobile optimization, local SEO, content marketing, link building and voice search optimization, roofing companies can position themselves for success in the digital realm. Stay proactive, adapt to evolving trends and continuously refine your SEO efforts to ensure long-term growth and profitability.

Venveo specializes in marketing for roofing companies and other building materials businesses. Our proven marketing methods generate real growth for your business and take the guesswork out of strategy. Contact us today to get started or check out the rest of our roofing marketing services for more information.