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Got a roofing business? Get SEO. With search engine optimization (SEO), you can help your company generate more leads and revenue. Learn how to get started with roofing SEO in this beginner’s guide!

What is roofing SEO?


Roofing SEO is the process of improving a roofing company’s visibility in organic search results on Google and Bing. Common steps in the process include researching keywords, producing SEO content, and acquiring backlinks from other reputable sites.

Why is SEO for roofing companies important?

Whether you serve consumers, businesses, or both, SEO for roofing companies is important because people use search engines to research, troubleshoot, and solve problems.

If your business isn’t visible in these results, you’ll give away valuable business to your competitors. That’s why it’s critical to invest in (and maintain) an SEO program that gives your organization maximum visibility in relevant search results.

How do you measure roofing SEO’s performance?

You can measure roofing SEO’s performance through metrics like:

While you can track rankings, traffic, and conversions with free platforms like Google Analytics 4 and Google Search Console, you’ll find sales are tougher to attribute to SEO because they happen outside your site.

However, marketing platforms like MarketingCloudFX (an affordable solution for small-to-midsized businesses) can sync your sales and marketing data together, which can make attributing sales to your SEO efforts easy.

How to do roofing SEO like a pro

Learn how to do roofing SEO for your business with these best practices:

  1. Build out location pages on your site
  2. Optimize your page speeds
  3. Showcase your expertise on your website
  4. Use responsive design
  5. Feature testimonials on your site
  6. Earn reputable backlinks
  7. Create a Google Business Profile

1. Build out location pages on your site

The first way to improve your roofing company SEO is to build out location pages on your website. This step is particularly important if you service multiple locations. For example, maybe you provide roofing services in Baltimore and Washington, D.C.

Roofing location page example

Creating a separate location page for each service area helps you increase your local search traffic in those areas. Sure, you can use keywords like “roofing services in Maryland” across your site, but the more specific your traffic is, the better.

With location pages, you can target keywords like “roofing services in Baltimore” on one page, and “roofing services in Washington, D.C.” on the other. That way you get highly relevant traffic from both locations.

2. Optimize your page speeds

When people visit your website, they don’t want to wait 10 seconds for each page to load — especially if they’re searching for emergency services. Your pages need to load quickly to prevent users from hitting the “back” button.

Not only will slow page speeds drive people away, but it will also cause Google to rank your site lower, since page speeds are a major ranking factor. That means having poor page load times will hurt your roofing SEO in more ways than one.

Ideally, your pages should load in three seconds or less. To help your pages load faster, there are several things you can do as a part of your roofing company’s SEO program, including:

  • Minifying code
  • Compressing images
  • Limiting redirects
  • Caching web pages

When you do each of those things, your web pages will load more quickly, and you’ll earn more traffic in the long run.

3. Showcase your expertise on your website

If you want people to trust your roofing company, you need them to feel confident in your expertise. The best way to do that is to showcase that expertise on your website, and there are multiple ways to do that, like through certifications and accreditations, case studies, and industry-specific content.

Roofing expertise example

One way is to regularly post informational content about topics in the roofing industry. That shows people firsthand that you know your stuff when it comes to roofing. For that reason, it’s a good idea to start a blog on your site — especially since blog content is a great way to show up in search results.

Another way to showcase your expertise is to feature case studies on your site. These show off what you’ve achieved for past customers and how satisfied they’ve been with the results. Doing this is a great way to elevate SEO for roofers.

4. Use responsive design

Did you know that Google uses mobile-first indexing?

That means that when it ranks pages in search results, it ranks the mobile versions of those pages — even in searches made on a desktop computer. That means that if your site doesn’t have a mobile-friendly version, your rankings have almost no shot.

To ensure better rankings, you should make your site mobile-friendly. The best way to do that is to use responsive design, which is a type of web design that rearranges the elements on a page to fit the screen where it appears. That means pages may look slightly different on mobile than on desktop:

GoTo Roofing homepage on desktop includes full-width content across the screen and a full navigation menu


GoTo Roofing on mobile includes condensed content to fit the smaller screen and a hamburger menu

As a result, users on any device will be able to access your website and have a shot at becoming leads.

5. Feature testimonials on your site

No matter what you say about your roofing business, people will take it with a grain of salt. After all, your competitors are saying good stuff about themselves, too. But what about when your customers give you praise? Those are the statements people are most likely to trust.

Roofing review example

To take advantage of that, you can present testimonials on your website.

You can gain these testimonials by simply asking your customers to leave you some after you work with them. You could do this in person, through an email marketing campaign, or through some other method as a part of your roofing company’s SEO strategy.

Regardless of how you obtain testimonials, displaying them on your site makes it easy for people to see how happy your customers are, quickly and reliably increasing their trust in your business.

That’s why testimonials are a great way to boost SEO for roofing companies like yours.

6. Earn reputable backlinks

One thing that Google considers when ranking pages is how reputable those websites are. Reputable websites get ranked higher. So, how do you show Google that your site is reputable?

The answer is backlinks, which are links that lead from third-party websites to your own. If a reputable website links to your content, Google assumes that your site is reputable as well, and it ranks you higher. That means you should aim to get backlinks from reputable, third-party sites in the roofing industry.

To do that, here are some ideas:

  • Produce high-quality, original content
  • Create interactive tools, like a roof replacement calculator for your state
  • Design infographics that explain complex concepts
  • Research broken links on industry-specific sites to see if you have replacement content

When pursuing backlinks, keep in mind that quality is far more important than quantity — one high-quality, authoritative backlink is better than 10 low-quality ones from shady or irrelevant sites.

7. Create a Google Business Profile

For our final roofing company SEO tip, you should create a Google Business Profile for your business. That’s a profile that contains basic information about your business such as:

  • Company name
  • Location
  • Phone number
  • Hours
  • And more!

When people search for local service businesses, Google typically returns a local 3-pack — that is, a set of three local business profiles that match the query. So, if someone in Boise searched for “roofers near me,” they’d see a set of three roofing profiles at the top of search results.

3-pack of Boise roofing businesses listed alongside a map

That’s obviously great for SEO. So, to ensure that your business has a shot at appearing in local 3-packs for your area, go claim your Google Business Profile and fill out as much information about your company as you can.

When should I invest in roofing SEO services?

You know the basics of SEO for roofers, but if you’re considering professional help, ask the following questions:

  • Do I have the time to do SEO?
  • Do I feel knowledgeable enough to manage my roofing company’s SEO?
  • Is our SEO program meeting our existing goals?

If you’re struggling with time, experience, or results, it’s worth considering getting the help of a professional roofing SEO company, consultant, or freelancer. Keep in mind, though, that roofing SEO services will typically cost a few thousand dollars per month.

Grow your revenue from roofing SEO

With decades of experience and an expansive team of 500+ professionals, WebFX (the team behind is a trusted partner for roofing companies globally. Learn how our roofing SEO services can improve your SEO performance by contacting us online today!

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