In this guide, I’m going to show you exactly how to SEO your roofing website for local searches so your business becomes the go-to option for homeowners and property owners in your area.
I know as a roofing business owner or roofing marketing manager, you probably know your way around shingles and storm repairs, but local SEO and websites might feel like trying to patch a leaky roof in a thunderstorm — confusing and overwhelming. But don’t worry, we’ve got your back.
By the end of this guide, you’ll understand how to:
- Set up and optimize your Google Business Profile (GBP)
- Use local roofing keywords to dominate search results
- Build local citations and gain local backlinks
- Turn your website into a local lead-generation machine
Table of Contents
1. Why Local SEO is A Game Changer For Roofers
Imagine being the first name homeowners see when they search “roof repair near me” or “best roofing company in [Your City].” Local SEO can make that happen. It’s your superhero cape for digital visibility, giving you the power to stand out in local searches and attract high-quality leads without spending a fortune on ads.
Local SEO ensures your business shows up in the right place, at the right time, in front of the right audience.
2. Setting Up and Optimizing Your Google Business Profile
Claiming Your Profile
- Visit Google Business Profile (GBP) and sign in using the same email address that you use for Google Analytics, Tag Manager, and Search Console, or you want to use for Google Local Service Ads and Google Ads.
- Search for your business to see if it already exists.
- If it does, claim it. If not, create a new GBP profile.
Filling Out Essential Business Information
- Business Name: Use your official business name, DBA (doing business as) is also great if it includes a city or roofing keyword in the company name.
- Address: Use your physical business address for a physical location that is staffed and customers can visit. If you operate from home, you can choose to hide your address to create a service area profile instead, meaning you only go to the customer’s place.
- Please note: you will need acceptable signage to get verified for a physical location or access to a branded vehicle to get verified for a service area location.
- Phone Number: Use a local phone number (not a toll-free number).
- Website: Link directly to your main website or a dedicated location page if you have multiple locations.
Choosing Categories and Services
- Primary Category: Choose the most relevant (e.g., “Roofing Contractor”).
- Additional Categories: Add related services (e.g., “Siding Contractor”, “Gutter Installation”, “Window Installation Service”).
Uploading High-Quality Images
- Add a logo, cover photo, and service images.
- Use high-resolution photos that showcase your work.
Managing Reviews and Q&A
- Actively ask happy customers for reviews.
- Respond promptly to all reviews (positive and negative).
- Use the Q&A section to answer common customer questions.
3. Mastering Local Roofing Keywords
What Are Local Roofing Keywords?
Local roofing keywords are search terms that combine your roofing services with a specific location. Examples include “roof repair Chicago,” “asphalt shingles Denver,” or “emergency roof repair Houston.”
How to Find the Best Local Keywords
- Use Google Keyword Planner (FREE), Ubersuggest, or SEMrush.
- Analyze your competitors’ keywords.
- Consider long-tail keywords (e.g., “affordable roof repair in [Your City]”).
Keyword Placement on Your Website
- Title Tags and Meta Descriptions
- Page Headings (H1, H2)
- Body Content
- Image Alt Text
- URL Structure
4. Building Local Citations and Backlinks
What Are Local Citations?
Local citations are any online mentions of your roofing business, including your name, address, and phone number (NAP). They help build your business’s credibility and improve local search visibility.
Best Places to List Your Roofing Business
- Google Business Profile
- Yelp
- BBB (Better Business Bureau)
- Local Chamber of Commerce
- Roofing Directories (free and paid)
- Get the complete list of the top roofing citations, directories, listings, and profiles here
Earning Local Backlinks
- Reach out to local blogs and news websites.
- Sponsor local events or community programs.
- Partner with other local businesses.
5. Website Optimization for Local Searches
Mobile-Friendly Design
- Use a responsive website design that works on all devices.
- Test your site on mobile to ensure it’s easy to navigate.
Fast Loading Speed
- Optimize images and compress them without losing quality.
- Use a reliable hosting provider with fast servers.
- Minimize the use of heavy scripts or unnecessary plugins.
Local Content Optimization
- Create location-specific service pages (e.g., “Roofing in [Your City]”).
- Add local customer testimonials and case studies.
- Regularly post local roofing tips on your blog.
Internal Linking for Local SEO
- Link between your service pages and local blog posts.
- Use descriptive anchor text (e.g., “Learn about our roof repair services in [Your City]”).
- Do not link to another page using the focus keyword of the page you are optimizing.
6. Bonus Tips for Advanced Local SEO
- Use a Schema Markup plugin for Local Business (structured data).
- Set up Location-Based Landing Pages for each target city.
- Use Geo-Targeted Google Ads to boost visibility.
- Monitor Local SEO Performance with Google Analytics AND Google Search Console. I always set up Bing Webmaster Tools, also, and it’s easy because you can import your settings straight from your Google Search Console with one click of a button after you sign up.
7. Dummy Proof Roofing Website SEO
Local SEO doesn’t have to be complicated, but it does need to be done right. By following this guide, you’ve armed your roofing business with the tools to dominate local searches and capture more customers.
Want to skip the guesswork and get a head start? Download our Master Roofing Keyword List BELOW!
We tell you the exact keyword to use on every page of your residential and commercial roofing website, including the URL.
How to Set Up Google for Roofing Business (Step-by-Step)
If you haven’t learned how to set up Google for your roofing business, your company won’t show up when customers search things like “roof repair near me” — and you’re missing the easiest way to get calls without paying for leads. In fact, about 60% of all Google...
70 Must-Have Roofing Directories, Citations & Profiles (USA)
Ready to Become Unstoppable Locally? Roofing directories, citations, and profiles are here to swoop in to save the day! First off, they have many names but are actually the same thing. All of these listings are apart of every good SEO strategy under link building or...
Website SEO Audit for Roofers: Fix What’s Costing You Leads
A website SEO audit is like an inspection for roofers, but it’s a checklist you go through to see what’s working, what's missing, and where you could improve to drive more roofing projects and revenue. If you are here reading this, you are either not getting enough...