Roofing SEO Podcast

In the following podcast episode, Nolen discusses roofing leads to cash money profits. Roofers sometimes lose control over their operation, resulting in a loss of quality and long-term gains. Similarly, roofing contractors may spend all of their earnings on lifestyle, which is terrible.

The lead nurturing process cannot be passive as a roofer. Instead, you must pay special attention to ensuring your leads turn into profits in 2022. Unfortunately, some business owners fall into the trap of removing themself from the operation after initial success.

Although you can achieve this to some degree, you cannot delegate the most critical parts of your business to just anyone. If you choose to remove yourself from the vital levers of your profit generation, be sure to assign these tasks to the person you most trust to sustain performance.

As a roofer, you’ve probably seen YouTube and Instagram videos claiming that you can earn money passively from your roofing business. Unfortunately, this narrative is at least partially false. Also, when you understand the motivation of those pushing the narrative, it becomes even more concerning.

To maintain peak profits, you must continually immerse yourself in your business operation. You must ensure that every part of the process is refined so that you can continue to make money. This includes marketing, management, sales, and labor.

Financial freedom is not achieved by spending your earnings on lifestyle enhancements or saving all your money in the bank. Instead, investing your money in a hard asset is the way to achieve financial security. Some options for investing money from your roofing business include:

• Stocks
• Real Estate
• Vacation Rentals
• Financial Investments (with advisor)

One investment you should not make is in a second roofing company. Roofers are often tempted to open a second company in a different location to give them a better chance of canvassing areas hit by hail.

The problem with starting a second roofing business is decentralizing your assets and brand. All you’ll achieve through secondary roofing companies is less focus on your primary operation.

Of course, there are some exceptions to this general rule, and there are rare times when opening new roofing companies makes sense. However, you should thoroughly evaluate your options before going this route.

When it comes to your roofing company, you can be tempted to cash out before reaching the peak of your sustainable profit. It might be a small change like switching your marketing company or a significant change like removing yourself from operations. In any case, you are making a mistake.

If you stay the course, you can reach a more incredible prize that leads to building a sustainable roofing brand and driving significant profits. The key is understanding that the process that got you success is something you can continue to focus on. Check out more of our podcasts to learn about building your roofing brand.

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determine your level of success in the industry. Contractors work the gig economy, going job to job to meet ends. But, conversely, companies prosper, expand, and enjoy sustainable success for decades or more.

In today’s Roofing SEO Podcast, Nolen and Jason discuss the differences between roofing companies and roofing contractors. Sometimes roofers mistakenly believe they can’t be a company because of their current status, which is not valid. Any roofer can become a company in 2022.

Table of Contents

• Differences Between Roofing Companies and Contractors
  • Roofing Companies
  • Roofing Contractors
• How To Become a Roofing Company in 2022
  • Credibility
  • Brand
  • Perception
• How Marketing Creates Roofing Companies
  • Website
  • Google Business Profile
  • Online Reviews

A roofing company invests in its brand, marketing campaign, and long-term perception. Unfortunately, contractors neglect each of these tasks. There’s nothing wrong with being a contractor; however, it’s a more demanding lifestyle, and it’s harder to earn a sustainable income.

Roofing companies have a brand, plain and simple. When consumers see their logo, truck, or website, they immediately feel a sense of credibility. While no roofer can achieve this overnight, you can take steps to expand your contractor business into a full-fledged roofing company gradually.

Roofing contractors are stuck in the gig economy, going job to job without expanding. Getting leads is more difficult as a contractor since you have to pitch your skills to the customer every time. For contractors, landing jobs drains energy because you are the one who is always trying to convince.

As a contractor, you might think, I don’t have enough employees or locations to be a company. That’s not true. Any roofer can turn themselves into a company because it’s not about size or scope. A company is about credibility, brand, and perception. You can do it.

Roofers build credibility through proper marketing with SEO, web design, and reputation management. The truth is, nobody knows how good of a roofer you are. You might be an exceptionally skilled third-generation roofer, but if your competitors outperform you online, it doesn’t matter.

Branding your roofing company starts with marketing. Consumers should see original photos of your team, staff, and equipment online. Aside from your website, you also should brand your Google Business Profile and attempt to increase the number of customer reviews on Google and Yelp.

How you view yourself is not necessarily how consumers view your business. Even roofers coming from a family business must understand that times have changed. Building your perception starts with marketing and online promotion. Invest in SEO for roofers, digital marketing, etc.

When you need a roofing lead in 2022, your options depend on your investments. Without a website, Google Business Profile, or online reviews, contractors have to reach out to 3rd-party lead generation sources. These companies have a brand that customers trust more than you.

Roofing companies have a website, Google Business Profile, and online reviews, which gives them a much better option. These roofers get leads on their own digital assets, allowing them to enjoy a consistent stream of high-quality leads. In addition, they don’t need the 3rd-party brand, which means they don’t have to pay them or help them further expand their brand.

A website is essential, and personalization is equally vital. Your homepage should show photos of your owners, company, and staff. Also, your logo should be apparent and memorable. A custom website is critical to online marketing in 2022. Every roofing website should be fast and user-friendly.

A Google Business Profile, formerly Google My Business, helps customers find your business locally. Roofers with a profile can rank on Google’s Local 3-Pack, which appears over organic results for local service queries. In addition, you can upload photos and complete your profile to optimize your listing.

Your online reputation is one of the most critical elements of online success. You should attempt to garner reviews on Google, Yelp, Facebook, and other platforms to enhance your reputation, credibility, and trust. Most consumers won’t use any roofing company before reading reviews.

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At Roofing Webmasters, we love working with roofers. However, there’s a difference between a roofing contractor and someone who chooses to go into another trade. In today’s Roofing SEO Podcast episode, Nolen and Jason detail why roofers are our #1 client and what we like most about working with them in 2022.

One of the primary distinctions between roofers and other tradespeople is their initial expertise. Most roofers are businessmen and entrepreneurs who choose to start a roofing company. This model contrasts with other trades like HVAC, which typically involve a skilled tradesman beginning a business in that niche. 

Roofing company owners are often individuals who could have gone into multiple other industries.

One benefit of working with roofers is that they make good money on a single job. For example, a roofer can make anywhere from $3,000 to $30,000 on a single residential roofing project. Commercial roofs can net an even greater profit. As a result, even low-priced jobs bring in a lot of money. 

In addition, roofers can afford to invest in marketing because of their budget.

Roofers can go from doing 80 hobs per year to 400 if their service area suffers a hail storm. As a result, hail damage roofing can turn a businessman into a millionaire, basically overnight. That opportunity is a significant one for the business-minded roofing entrepreneur in 2022. 

But, of course, hail storm millionaires are the direct result of roofing marketing.

Roofing contractors normally dream big as many have second homes, lake houses, and boats. In Dallas – Fort Worth, you will regularly see roofing contractors driving F-150s with truck wraps. In many respects, roofers represent the American Dream in 2022. 

As a result, these clients make great marketing partners because they dream of growth and expansion.

Unlike HVAC companies that often have to keep their staff for the entire year, roofers have seasonal downtime when they can cut expenses. Furthermore, since their jobs bring in more money, they make enough to account for their down periods. This combination results in a continually superior profit for roofing business owners than other trades.

Construction companies continue to build new homes, so roofing services are on the rise. California and Texas are both still growing so that roofers can make their marks in these states. Optimizing your company for cities within your service area is an excellent opportunity in 2022, and roofing companies know it because they are getting regular calls.

Roofing companies understand marketing more than other contractors. For example, a roofing contractor knows that SEO is an essential aspect of lead generation and understands the value of ranking on Google search. 

In addition, roofing companies are willing to invest in a custom website because they can expect to get consistent, high-quality leads from their forms and calls to action. In addition, some roofers enter the field with a marketing background, so they fully understand its value.

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If you are starting your own roofing company in 2022, you will need a good business name. Of course, you will consider factors like your ideals, values, region, and unique services, but you also have to think about marketing and SEO.

In today’s Roofing SEO podcast, Nolen and Jason discuss choosing perfect roofing company names that will rank on Google and convert sales.

Credibility and expertise are two qualities you want to be reflected in your roofing company name. However, you must also consider SEO and conversions. Google looks at user intent for all organic searches so that any roofing consumer will see companies with roofing in their name.

Many companies use terms like exteriors, design, or excavation in place of roofing, which will limit your impressions, clicks, and leads. Moreover, in the rare cases where Google users find your website, they are less likely to convert with such ambiguous names. The benefit of roofing in your company name applies to organic search results and Google Maps.

Having roofing in your company name is part of a more significant phenomenon called topical relevance. When you have roofing in your name, not only is your brand name more likely to show up (i.e., your homepage and Google Business Profile), but your interior pages (service and city pages) are also more likely to show up on page one. 

When contractors learn that a topically relevant name can help them gain more clicks and traffic, they start to think about exact match domains. But unfortunately, while a domain name like roofernearme.com might show up well on search results, it’s not going to convert as well as a branded title. 

Striking a balance between relevance and brand is difficult, but you must do it. For example, a company name like H-Town Roofing will work better than simply Houston Roofing. The less formal terminology will make it a brand rather than a spam-like company looking to capture leads.

One pro tip to further increase visibility and conversions is adding regional relevance to your company name. However, this method is not as critical as the others; many roofing companies rank very well without this step. 

Still, if you can add regional relevance such as H-Town for Houston, or South Beach for Miami, you can get some local SEO signals and increase conversions. One caveat is to avoid exact match names like Miami Roofing.

• Heroic Roofing Houston

Although the strategies we’ve outlined in this podcast are extremely valuable, the quality of your services ultimately determines your name’s reach. You can have the most relevant and catchy title, and it won’t matter if you have inadequate services and a bad reputation. 

As a result, the best roofing business names are those that incorporate topical relevance, brand-ability, and region while also performing excellent services. If you can translate your success through Google Reviews and a robust website, you can truly dominate your local roofing market in 2022.

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An initial SEO report (sometimes framed as an SEO audit) is B.S. 95% of the time for roofing companies. It’s not that the report itself is dishonest; it’s that the presentation of the data is manipulative. In today’s Roofing SEO podcast, Nolen and Jason give examples of SEO reports that are B.S.

SEO reports are digital documents that present metrics and analysis of a website and online presence compared to competitors. Many popular SEO software tools like SEMRush can autogenerate reports by entering a URL.

Consumers may confuse the term SEO report as it is used in different contexts throughout the industry. An initial SEO report often called an SEO audit, is different from an SEO progress report that your current agency delivers. Salespeople often push SEO audits as a way to get new customers.

An SEO audit is an initial SEO report aimed to identify problems with your existing marketing campaign. Unfortunately, salespeople use SEO audits to manipulate roofing companies into false narratives and perceptions of what’s wrong with their websites, if anything is bad at all. 

An SEO progress report is typically delivered to the client each month to highlight improvements in particular metrics. Although these types of reports can be helpful, they are also used manipulatively. As with SEO audits, the presentation of metrics can be spun to fit a narrative.

While SEO reports are a tool for genuine marketing analysts, they are also powerful for spineless and soulless salespeople. An SEO report is one of the top weapons salespeople use to poach roofing companies from other agencies or convince them to pay a higher monthly rate for SEO services.

Salespeople tap into visceral human instincts like fear to encourage swift reaction. One way to achieve this is by presenting SEO reporting metrics in a way that threatens the roofer’s livelihood. For example, if the metric suggests that if you don’t take action A, your competitors will overtake you permanently and go out of business.

Another way salespeople use SEO reports to manipulate roofers is by tapping into their natural competitive spirit. For example, Joe at so and so roofing is dominating you on Google search results, aren’t you mad? That’s essentially how they frame the narrative, and they use out-of-context metrics to drive home their portrayal.

SEO tools like SEMRush are handy for agencies and roofing companies. However, it takes little effort to produce reports using these tools. For example, a so-called SEO agency can enter your website URL into SEMRush and produce a full report within seconds. Reporting on SEO requires zero skill and expertise but can be used for quick manipulation.

SEO reporting is valuable when metrics roofers understand how the metrics relate to their business success. For example, Google Business Profile insights provide raw data like the number of calls you receive directly from your listing. This is the metric that gives you tangible evidence of your online presence. 

Data from Google, whether Google Analytics, Search Console, or GMB Insights, is necessary and helpful. 3rd party tools like SEMRush, Moz, and AHRefs are also beneficial in the proper context. However, you or your marketing agency must properly place the data into the appropriate context.

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Many roofing companies look at door-knocking as an obsolete strategy in 2022. However, at Roofing Webmasters, our position is that door-knocking is a helpful marketing strategy that contributes to other promotional efforts.

In today’s Roofing SEO Podcast, Nolen and Jason discuss the benefits of the door to door sales for roofing companies, along with the best door-to-door marketing tips and strategies to maximize your sales.

Creating a brand is the most beneficial thing for your roofing company. However, no single marketing action can accomplish this goal. Roofers that approach every marketing angle, from SEO to yard signs, will have the most powerful brand. 

Door knocking is part of this series of tasks that helps you strengthen your brand. If your roofing company has a robust online presence, people are more likely to answer the door and are more likely to speak to you in person. Things have changed in recent years with COVID, so homeowners will be picky about who they answer the door for.

Door knocking is more expensive than organic search traffic, but Google Ads, Facebook Ads, and every other marketing strategy you can think of in 2022. Organic SEO is the most inexpensive form of marketing, but that doesn’t mean it’s the only type of promotion you should pursue.

Door knocking presents several benefits to roofers. For starters, door-to-door sales allow roofing companies to introduce their brands on a more personal level. 

In addition, the in-person interactions can lead to online benefits, including mentions on the popular neighborhood community platform Nextdoor. Let’s take a look at some of the primary door knocking benefits:

By knocking on doors, you can expand your brand to new locations. Even if you only get one sale, you can ask to put a yard sign on the home, further enhancing your reputation. 

Even roofers without an online presence can benefit from door-knocking on a digital scale. Homeowners may mention your company on platforms like Nextdoor when they meet you in person.

While digital marketing is a great way to generate leads, a personal networking venture can capture parts of the market that are unattainable digitally. You can’t replace human interaction, even in 2022.

If you are unfamiliar with holistic promotion, door knocking will help you learn its power. In addition, roofers with an online presence through SEO, Google Business Profile, and Google Ads will notice these ventures have even better results when combined with door-knocking.

Even introverted roofing owners who ultimately decide that door-knocking is not their strong suit can benefit from trying the method for a while. Going out and knocking on doors yourself will learn more about customers’ needs and how you can manage the people you delegate to this task in the future.

If you learn nothing else from this podcast, learn that door-to-door roofing sales still work in 2022 and can help your digital marketing. Of course, door knocking is not for everyone, but you can delegate these tasks to others in your company. Keep in mind that you must consider the local municipalities as they relate to door knocking to avoid legal issues.

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City pages do work for roofing company SEO in 2022. Roofers can rank in various areas by publishing local landing pages for each city. At Roofing Webmasters, we’ve utilized this strategy for our clients for over a decade. We even once published city pages for the entire state of Texas. As a result, the client ranked #1 for 90% of city-related queries on foam roofing.

In today’s Roofing SEO Podcast, Nolen and Jason discuss the evolution of city pages, how Google indexes them in 2022, and how you can maximize their performance to generate more local roofing leads.

Five years ago, most roofing companies could publish unlimited city pages and rank for all of them on Google search results. However, as Google’s algorithm has grown more sophisticated, other factors dictate how many city pages a roofing website can publish.

For a typical roofing website, we now recommend about 20 city pages. But, again, the key is providing a helpful website with a good user experience. For example, if a roofer has only ten service pages and thousands of city pages, the site might appear to have spam-like tendencies and get filtered on SERPs.

Some websites can still publish 50-60 local landing pages and index them all. Google will consider your authority, tenure, and overall website value to determine whether or not your city pages index. Of course, the city pages’ quality also plays a role in whether they can rank.

When you surpass 100 city pages, you have to be very careful with your site’s overall quality. People in the SEO industry generally fear a duplicate content penalty, but that’s not proven to exist. The real problem with publishing 100+ similar location pages is decreased content value. It’s not about duplication; it’s about depreciation and negative user experience.

We mentioned that one of our clients had location pages for every city in Texas. That’s more than 1,000 city pages, including towns and municipals. While this strategy is complicated to implement in 2022, it may work under particular circumstances. We discuss the factors that help you rank for many city pages throughout the podcast.

The more valuable your location page is, the more you can index on your website. However, keep in mind that in Google’s eyes, value comes from a variety of factors, some of which expand beyond the individual location page. Below, we outline several factors that influence city page value.

Like most SEO strategies, location pages work best with websites with authority. You can measure authority with 3rd party metrics like Moz Domain Authority, Majestic Trust Flow, and AHRefs Domain Rating. None of these metrics come from Google but are based on Google’s presumed formula for assigning website authority.

The quality of your content, not just on the location pages but overall, will influence how many pages you can publish. For example, a roofing company with 20+ unique service pages can typically rank for more locations. If you establish your website as one that provides value to Google searchers, you have more leeway when publishing new pages.

Our foam roofing client is an excellent example of uniqueness which gives you a lot more latitude to publish hundreds and even thousands of city pages. Because Google’s index lacks pages specializing in foam roofing in cities across the U.S., it will be more interested in your pages. Unique services like foam roofing are more scarce than general roof repair.

DataPins is a local SEO tool that allows roofing contractors to pin their jobs using the DataPins web app on their mobile devices. Roofers can take up to six job pictures and tag the city and service. As a result, you validate your city pages with a digital hand raise and geo-coordinates every time you complete a job. 

As almost all of your competitors’ city pages sit in the index untouched, your city pages continuously add new and unique content, strengthening their overall value. Furthermore, your pin captions which may mention things like GAF shingles, also appear on the city pages, producing exclusive long-term keywords that no competitor has ever mentioned.

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Roofing companies that succeed with search engine optimization share qualities that make them good SEO clients. Although no two clients are the same, behaviors that lead to success are shared. When the relationship between the roofer and the marketing agency is mutually respectable, the best results occur.

On today’s roofing SEO podcast, Nolen and Jason discuss the best roofing SEO clients.

The best SEO clients choose the marketing agency themselves rather than delegating it to another person, like a marketing manager. Often, a marketing manager doesn’t know much about marketing, but the owner delegates the marketing tasks to save time for their business.

The roofers that succeed online take ownership of their marketing endeavors by choosing their agency. Don’t delegate marketing decisions to a so-called marketing manager and instead work with experts in the field. The success in the short-term and long-term will quell any time investment.

The most successful clients trust that the marketing agency is an expert in marketing and knows more about SEO than they do. While input about marketing-related tasks is expected and encouraged, a false belief that you know more than the expert is counter-productive. 

Roofing owners that respect marketing expertise work with marketers rather than giving them orders. Remember, you should only hire a marketing agency if you believe they will deliver results. But after hiring them, you have to trust that their process works based on their expertise.

The top SEO clients see their roofing company as a brand and continually invest in brand building and development. SEO and branding are related, so the more you brand your company, the higher you rank on Google. SEO can take your brand to the next level and capitalize on its branding.

In contrast, roofers that ignore their brand and expect SEO to produce magical results will ultimately fail in their marketing endeavors. The problem with these clients is that it doesn’t matter which marketing agency or techniques they implement because they ignore their brand.

The most successful clients view their marketing investment as a long-term proposition rather than a short-term manipulation. Although most roofers see short-term SEO results, treating organic traffic like PPC defeats its primary function. SEO is a long-term play and must be treated as such.

Roofers who treat Google like the gig economy will never produce the best possible results. In contrast, roofing companies that understand the value of long-term rankings on Google Search and Google Maps will dominate for years and decades. So it really comes down to a mentality.

The attributes listed above are not criteria for SEO clients but qualities that often lead to successful campaigns. It’s not about pleasing your SEO agency since the burden remains on them to deliver results. However, if you truly want results in 2022, you should consider these factors.

Roofing Webmasters’ clients almost always meet these standards, which is why we are considered the top SEO agency for roofing companies. We are honored to work with great roofers who are invested in their brand and company. Check out our SEO services to learn more and sign up.

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The Google Map 3-Pack is valuable real estate for roofers and other small businesses with an online presence. Most local clicks occur within the Map Pack on Google, and roofers can make or break their business. With that said, illegitimate addresses can ruin your entire operation. Why? Google reserves the right to ban fake addresses from Google My Business. And they’ve been exercising that right more and more in recent months. Exploiting Google Maps is not your right as a business owner. Sure, it may work temporarily, but ultimately they will ban your listing.

It’s not just roofers, but various contractor businesses attempt to exploit Google My Business with fake addresses. Sometimes the violations are less egregious, like when putting a real PO Box is your address, and other times they are flagrant, like when claiming a random shared space you found online. Roofers want to make money and grow their business online, and sometimes they are willing to push the envelope to accomplish goals. Unfortunately, it doesn’t work out well for those contractors. Google bans fake addresses and may restrict the entire account associated with those listings. You may lose your legitimate address in the process of trying to claim fake ones.

Google doesn’t care that a sign exists in front of your shared space or flex space. They certainly don’t care that you pay for a PO Box or virtual office. Their standards are evident in the Guidelines for representing your business on Google, strictly prohibiting multiple listings without storefronts. Take a look at the rejected address types below:

• Flex space

As a roofer, you have two choices, a storefront business or a service area business (SAB). Contractors working out of their home can register a single SAB on Google My Business (that means one and only one). Google still uses your address for proximity, but the users can’t see the address for privacy reasons. A storefront address is viewable for the public and gets a defined marker on the Google Map. If you choose a storefront business, you must have the following:

• Legitimate address

Roofers who attempt to exploit GMBs are risking their entire business. The shameful part of it is that they can produce high-quality leads without breaking the rules. At Roofing Webmasters, one of our clients used a comprehensive SEO plan to appear prominently in their hometown. When a hail storm hit nearby, they received over 1,500 calls. They will retire off that single hail storm that occurred in a town with less than 50,000 people. Imagine if a hailstorm hits a highly populated town? Doing things the right way pays off in the end.

One way to show up better on Google Maps is to use our proprietary software called BrandREVU. Our software empowers roofers to snap photos of each job and upload them to the BRandREVU app, which then automatically populates them onto the appropriate web pages and requests reviews from the services customers. As you accumulate more reviews and targeted web content, Google improves your local ranking position. We do high-end work for roofing companies with legitimate business practices. Contact us today to start increasing web visibility.

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