The Roofing Company’s Guide to Ranking Higher on Google 

Looking to rank your roofing company on Google? Our local SEO for roofers guide will provide a few helpful tips to get your site found on search engines. Follow the steps below to improve your invisibility on Google My Business, Google Maps, Google overviews, and AI models. 

Don’t expect overnight traffic to your site, but by adding our recommendations you will be increasing your likelihood of getting seen on Google. 

The steps are quick wins you can make but for a more detailed SEO plan, drop us a message for a FREE AUDIT of your roofing website.

Tip 1: Optimise Your Google My Business Profile 

Many business owners simply add ‘Roofing Contractor’ or similar as the primary category. Make sure to add secondary categories for other services you offer – gutter repairs, roof cleaning, etc. If a potential customer in your area is searching for another service and your GMB doesn’t have it as a second service, it’s unlikely you will appear on Google. 

Keeping your GMB profile up to date with the correct information, photos, reviews from customers, and adding services is paramount to your roofing business SEO. Google will opt to rank businesses that post regularly. 

Upload photos. Working on a project or just finishing up? Take photos. Posting your work and explaining the project, before and after photos, etc. are great for SEO. Make sure to describe the photo ‘new slate roof in Edinburgh’, for example. Images should be good quality. 

Tip 2: Get Legitimate Reviews

Ask customers to leave your roofing business a review after finishing a job. Google will rank  a roofer business over a competitor if the company has regular and recent reviews. 

Send the customer a link to leave a review the same day you finish a job. Don’t just ask and hope they get round to it later. Ask the customer to mention what project and location you completed – ‘Jim and his team added a new roof to my home in Falkirk and completed the project punctually and to a high standard…’, for example. Mentioning the area and the type of service in the review is great for local SEO roofing. 

Don’t add fake reviews or allow an SEO company for roofers to recommend buying reviews – Google will eventually click on and you can have all your reviews deleted or your Google My Business Profile taken down. Getting a roofing review from Bangladesh or somewhere in the else world will of course raise some red flags.

Tip 3: Create a Page For Every Roofing Service  

How many services does your roofing company offer? To maximise search engine optimisation for roofing companies, sites should have an individual page for each service. Example;

• Roof Repairs
• New Roof Installations
• Flat Roofing
• Slate Roofing
• Tile Roofing
• Emergency Roof Repairs
• Chimney Repairs
• Gutter Repairs

Google will be more inclined to rank your site for someone searching online for ‘slate roofing Edinburgh’, for example if you have a dedicated page for that service. You can also add more keywords to each page. 

Extra tip: Make sure to internally link each of the service pages. Adding a menu or adding links to other service pages helps Google crawl and index your pages much easier. 

Tip 4: Site Speed is Paramount for Roofer SEO 

Visitors to your website want a fast loading site. If your images are slow to load or visiting other pages lags, this can be really bad for your SEO. User experience is one of the top metrics for Google deciding which website. The good news is that these are usually quick fixes for roofing sites unless something major has gone wrong.

Check your site speed here – Just pop in your website URL and the site will let you know site speed, performance, etc. Scroll down and you will see a detailed breakdown of the issues – some of the info might look like alien language – just copy and paste the info into ChatGPT and ask how to fix the issues on your website. 

Images are usually the biggest site speed for roofing websites. Most people just upload the images to the website without optimising the size. Reducing the size/ change the type of image to webp will improve your site speed.

Plenty of free image optimisers like TinyJPG can be used or you can use a plugin for your site. 

Tip 5: Keep Your Business Information Consistent 

Another tip in our local SEO for roofers guide is to keep phone numbers, address, business name, etc. consistent across all platforms. If your information is on any of the following (and it should be), make sure any changes are made across all.

• Yell
• Thomson Local
• Bing Places
• Apple Maps
• Facebook
• And more

Tip 6: Create Location Pages 

Location pages are extremely important for roofing SEO. Much like the service pages mentioned above, you should have a location page for each area you cover. One page mentioning the areas you service won’t cut it. 

• Roofer North Lanarkshire 
• Roofer Renfrewshire 
• Roofer East Renfrewshire 
• Etc. 

On each location page you can also target the different services for each location. So, you can target someone searching for ‘gutter cleaning Renfrewshire’, for example. Make sure the information you upload about each location page is relevant to the area and not just generic AI slop.

The images on each page should also be unique and the image names should match the location. ‘New slate roof in Glasgow’, etc.

Tip 7: Publish Helpful Content

Posting helpful content can build authority for your site on Google and bring in potential customer by targeting keywords. Add the content as a blog post to your site, Google My Business Profile, and social media.

This could be things like advising customers to clear gutters of leaves so snow melt can drain. You don’t need to add a huge detailed article but regular informational content is great.

Tip 8: Build Local Backlinks For Your Roofing Business

A super important roofing company SEO strategy is to build backlinks that are relevant to your business. Backlinks are simply links on other websites that point to your business. Keep it relevant and only use local businesses that are related to your business.

Reach out to other trades you may partner with like scaffolders, etc. Offer to add a link to their website on your site and vice versa. Sponsor any local sports teams? You can get a link on the site.

Local news websites, the Chamber of Commerce, etc. are great opportunities for getting backlinks also. You may get cowboy roofing SEO companies offering you the chance to buy a bunch of backlinks – avoid at all costs. Only use relevant and legit links or you risk your roofing site getting penalised by Google.

Tip 9: Track Your Results

Tracking your results is super important. What keyword are ranking, what pages have dropped in the search engines, what pages are getting the most queries, how many views is your Google My Business Profile getting, are you getting more calls from your site?, etc.

You can manually keep track of al the above or use a roofing SEO company like our team at Top Class Digital. We provide monthly reports on how your website is performing and utilise the latest software to keep track.

Tip 10: Optimise Your Roofing Website for AI

More people are using AI models like ChatGPT and Google AI overviews to search for roofing services. LLMs will recommend roofing websites that are well-structured, trustworthy, have good reviews, and publish real work photos. Adding informational content to your website is also a great way to potentially get shown by AIs.

Think of questions you get asked by customers regularly – how much does a roof repair cost?, should I have slate or tile roofing?, how long will the job take?, etc. Customers will be sure to be asking these type of questions on AI, so a good chance to bring traffic to your site is to add and answer the questions on your site.

In short, follow all the search engine optimisation tips for roofers and keep your site updated regularly and you’ll have a good chance to get seen on LLMs.