SEO is changing fast — and roofing contractors who don’t adapt are going to get left behind.

In this episode, I sit down with Aaron Hockel, SEO expert and founder of Roofing SEO Webmasters, to talk about how search is evolving from traditional Google results to AI-driven platforms like ChatGPT. We break down what actually matters for roofers in 2025 and beyond, what hasn’t changed, and where contractors are wasting time and money.

If you want more leads without chasing every new marketing trend, this episode will help you focus on the fundamentals that still drive visibility, trust, and sales.

The way homeowners search for roofing contractors is changing — but the fundamentals of SEO still matter more than ever.

In this episode, Dave Sullivan is joined by Aaron Hockel, a long-time SEO expert in the roofing industry, to discuss how contractors should think about search engines, AI tools like ChatGPT, and long-term visibility. Aaron explains why SEO isn’t about tricks or hacks, but about building authority, credibility, and clear messaging that both humans and algorithms understand.

The conversation covers how Google, AI search, and voice search are influencing buying behavior, why reviews and content matter more than ever, and how roofing contractors can position themselves as the obvious local expert. Dave and Aaron also discuss common SEO mistakes contractors make — including chasing rankings without tracking leads or ROI.

This episode is about clarity, not complexity. Contractors who focus on strong foundations, consistent messaging, and systems will win no matter how search technology evolves.

• SEO is evolving, but fundamentals like trust and authority still matter
• AI tools reward clear, helpful, expert-driven content
• Reviews and reputation are critical for visibility and conversions
• Contractors must track leads — not just rankings
• Strong branding improves both SEO and close rates
• Long-term strategy beats short-term SEO tactics

00:00 – Introduction to The Roofer Show

06:46 – How Search Is Changing for Contractors

15:40 – AI, ChatGPT, and the Future of SEO

22:23 – Topical Authority and Content Strategy

29:09 – Google Maps and Local SEO

37:08 – Reviews, Reputation, and Trust

44:22 – Branding and First Impressions

54:15 – Tracking Leads and SEO ROI

01:12:26 – Video, YouTube, and Visibility

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