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Roofing SEO Podcast
22 minutes | 5 months ago
Don’t Get Your Roofing GMB / Google Map Banned
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. Why Roofers Should Not Exploit Google My Business 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. List of Address Types Google Rejects 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 spacePO BoxVirtual OfficeShared space Things Roofers Need for a Legitimate Google My Business Listing 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 addressVisible and proper signageRegistered business name Legitimate Addresses Produce Superior Results 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. Get Started With Roofing Webmasters 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.
16 minutes | 6 months ago
Online Roofer Obscurity to Rockstar
At Roofing Webmasters, we get calls from prospective clients who question whether it’s possible to reach their competitors’ success level. The reality is that on the internet, nobody knows the full history of a business. Sure, reviews matter. Reputation matters. But a 10th year, 2nd generation roofer with a terrible website and no reviews will not benefit from their tenure. People simply don’t care because they don’t know. You can quickly close that gap as a 1st or 2nd year roofing company with a robust website, fabulous logo, and frequent reviews. Removing False Narratives Some people call it future-tripping or preconceived notions. But roofers coming up with reasons why their business can’t succeed is a limiting thought. Sure, competitors may have an advantage in tenure, but that doesn’t mean they’re spending thousands on their marketing campaigns. The noise in your head is often a fear-based mechanism that reduces your ability to grow. The good news is that at Roofing Webmasters, we’ve helped new clients become rockstars within only 12 months. Some roofers have left their parent roofing company and branched off as their own. They’ve found great success with SEO, web design, reputation management, and other marketing techniques. Consumer Sees Rockstar; Google Sees Activity Perception matters online, and whether you are a relatively new roofing company or a tenured one, your digital presence can make or break how consumers view your business. In the same breath, Google refrains from ascribing such designations to any company. Instead, they look for activity, like branded signaling. While consumers look at your logo, web design, content, and services, Google notices your activity on GMB, Facebook, your website, and other digital properties. When these two agendas merge simultaneously, roofers can become marketing rockstars within six months. At Roofing Webmasters, we get calls from prospective clients who question whether it’s possible to reach their competitors’ success level. The reality is that on the internet, nobody knows the full history of a business. Sure, reviews matter. Reputation matters. But a 10th year, 2nd generation roofer with a terrible website and no reviews will not benefit from their tenure. People simply don’t care because they don’t know. You can quickly close that gap as a 1st or 2nd year roofing company with a robust website, fabulous logo, and frequent reviews. How Roofers Control Their Online Narrative So how do roofers close the gap between new companies and tenured ones? It’s simple. Place your resources towards marketing levers that move the needle. These include organic search, branding, and lead generation. Sure, PPC and pay per call can also help roofers in the short-term, but the SEO and branding components make the difference in regards to online presence. Addressing these crucial components allows for relatively new contractors to dominate long-time roofers. Organic Search SEO helps roofers rank on Google SERPs, which gets free clicks to your website and other digital properties (like Google My Business). A high percentage of clicks come from the Local 3-Pack, which means you’ll need a strong organic presence with both your website and business listing. Free traffic is the best traffic, and not just because there’s no cost. Visitors who click directly on your properties are more likely to engage with your company and become repeat customers. It’s far superior to plucking one-time jobs from PPC ads. The organic and GMB aspects work together to strengthen your online brand. Branding Speaking of brands, Google pays quite a bit of attention to branded signals. It doesn’t matter necessarily how long you’ve been in business,s but more so that consumers are engaging with your brand. Branded engagement can manifest itself in various ways. Are people searching for your name online? Are they finding favorable reviews on Google and Facebook? Do they like your posts on social media and other online platforms? Roofers can attain each of these signals and reach the top of the mountain for pure domination. Lead Generation Exclusive leads are always the best for roofing companies, and that’s driven home when you experience the difference in call quality. For example, PPC calls are usually people who don’t care much about your brand. That isn’t good when you need to repeat customers. Furthermore, PPC leads will cost money each time. If you buy leads from a 3rd party vendor, their brand gets all the signaling and will benefit from the repeat business. There’s no disputing that leads from organic sources provide the highest ROI for roofing contractors in 2021.
20 minutes | 6 months ago
Hail Damage Roofing Leads Gone Wild
Most roofing contractors covet high-quality leads for their business. For those who’ve been in the industry for a long time, they know that hail storms often spark an increase in estimate and inspection requests. But those calls typically go to only a few roofers within the damaged community. So how do you become one of those roofers? One of Roofing Webmasters’ top clients recently reaped the rewards of a storm in their primary service area. Lead Sources for our Client As you can see from this breakdown, organic searches are the top lead source. But a highly diverse set of leads came in through various channels. It’s important to realize that even on non-organic clicks, the user still found the phone number on the website or Google My Business page. That’s where reviews, reputation management, and brand optimization become critical. This contractor was already well-known in their community and had plenty of social proof to confirm their standing. Google Maps 3-Pack Clicks15%Organic Search Clicks10%Real Estate Agent Referrals10%Insurance Agent Referrals10%Facebook Advertising10%Nextdoor Advertising10%Yard Signs10%Trucks & Neighbors10%Church Members7%Pay Per Click Advertising3% Level 2 Branding Organic search is hands-down the best return on investment for roofers. Organic refers to both traditional organic search results and the local 3-pack. However, the second-best ROI is something called Level 2 Branding. It may not work as quickly as PPC, but it provides a far better long-term return. Our client received several hundred hail damage leads in large part due to Level 2 Branding. What is Level 2 Branding? Level 2 Branding is a compilation of high-return marketing efforts, including referral partnerships, pixel tracking, and selective online advertising. The Long-Term Impact of Level 2 Branding Level 2 Branding has impressive long-term benefits over time. It may take a hail storm to reveal the real impact of its reach, but even without storms, it outperforms PPC advertising. Why PPC is Overrated This roofing client shows that PPC is highly overrated for lead generation. This customer cleaned up on hail damage leads, and only a small percentage came from PPC. With years of data to support our claim, SEO and Level 2 Branding dominate PPC across the board. It helps if you have yard signs, truck wraps, and a community presence in churches and other local intuitions. PPC can never make up for branding in the world of lead generation.
9 minutes | 8 months ago
Why You Need Leads for Roofers
Things have changed quite a bit since Nolen started Roofing SEO Webmasters 10 years ago. At that time, roofers would often call looking for “Roofing SEO” or “digital marketing for roofers.” After years of being screwed around by trash marketing, things changed. In 2020, most people inquire about roofing leads. While leads are certainly a valuable currency for contractors, it is essential to differentiate a quality lead from a harmful one and find a lead source that consistently produces the former. Avoiding The Roofer Gig Economy Living lead to lead puts roofers in a gig economy scenario. That’s one of the most significant downsides of buying roofing leads from lead brokers. While sources like HomeAdvisor may produce a quality lead now and then, the process of fighting for shared leads over and again takes its toll on any business. Roofers who generate consistent, high-quality leads from their digital properties are the ones who go out on their boat trip each year. You can do the same if you avoid trash leads. Go for Branded Leads Branded roofing leads are the best available. What does branded mean? It means the consumer found your services through one of your branded properties. Offline, this might be a lawn sign or a billboard. Online, a property can be any digital asset, including a website, a business listing, or a social media profile. Branded leads are exclusive and have a much better chance of creating repeat customers. Word of mouth is another branded channel, and one created through reputation management. Focus on Organic Search Typically, roofers look for the cheapest leads. Sometimes they forget to consider the ROI of those leads and how sustainable they are going forward. Leads from organic search provide the best ROI for several reasons. First, they are “Free” to acquire. Unlike PPC, organic clicks don’t cost money per click. Once you establish a presence on top of search results, you receive regular clicks for no fee. Over-time, free clicks that become repeat customers double, triple, and even quadruple your ROI. Don’t Forget The Local Map Pack Sometimes “organic” search results are confused with only being the ten blue links beneath the ads and map pack. That’s not the case at all. Map listings are “organic” search results, and it is critical that roofers appear in the top 3 (in their service area) for consistent lead generation. Leads from the map pack are even higher quality than traditional organic links. Since GMB listings include reviews, contact information, and the precise location, consumers who call are almost certain to become a repeat customer. All you have to do is perform great roofing services, and they are yours for life. Branding + SEO = Lead Generation Once roofers understand that branding directly translates to lead generation, they begin to invest in SEO. You can check out our roofing SEO guide to learn more about the exact process and how it can help your roofing company. Ultimately though, the change in philosophy must be rooted in a desire to achieve more remarkable results and earn more revenue. Roofing companies can choose to dominate their service area online or resort to a gig economy business style that barely keeps them afloat. The choice is yours. Click the play button below to listen to the full podcast, or subscribe here.
29 minutes | a year ago
Google Hates Trash Content for Roofers
When it comes to roofing SEO, things have changed a lot in the last 10 years. There was once a time when Google would reward content for the sake of it. Why? Because they had so few choices of what to crawl, index, and ultimately; rank. But since the whole “content is king” mantra became mainstream SEO, everyone and their mother has created some form of web content. Since Google’s success is dependent upon the satisfaction of its users, trash content no longer does the trick. Not only does Google have countless amounts of superior pages to rank over yours, but your over-saturation of their index is also only polluting their search engine and making your website less appealing overall. In today’s Roofing SEO podcast, Nolen Walker goes off on trash SEO content for roofers and why you should transition to other forms of content that are far superior for both the end-user and Google’s search crawlers alike. Do Roofers Still Need Content? Roofers still need content marketing in 2020 but the type of content is now much more dynamic. Mediums like video, podcasts, check-ins, user-generated reviews, and testimonials are just a few of the new waves of content that roofing companies should focus on to grow their business. An inherent problem with text-based content is that it’s boring. But quality text content can actually still serve a purpose. However, the vast majority of content published online in 2020 is pure and unadulterated garbage. And no other industry is more guilty of exercising this practice than roofing contractors. Luckily, they now have new ideas about what content is. New Types of Content for Roofers Check-ins If you didn’t know by now, reputation management for roofers is very important. But one aspect of reputation is proof. And with online check-ins powered by BrandRevu, roofers can enjoy the social proof of job site check-ins. Every time you perform a service at a verified location (via your BrandRevu tool) you will see that check-in populated on the corresponding page of your roofing company website. As users and Google see that you’ve worked on specific services in specific areas, they will be more confident about using your services in the future. Additionally, Google will acknowledge your location pages as legitimate since verified check-ins in the corresponding locations now populate the content of the web page. It’s a win-win for everyone involved. Images When you perform a check-in, for example, you can snap a photo of your job site and of the roof you are working on. As you showcase to your audience real-time imagery, you prove your worth as a legitimate roofing contractor and gain their initial trust. When you combine images with reviews, videos, and check-ins, you begin to establish a level of credibility that your competitors lack. Images are important for SEO as well and are made more impactful by the inclusion of alt text which describes the image to Google and also to users with visual impairment. Having unique images is critical since stock photos are pure trash and will make your roofing business look like a joke and an utter disgrace to society. Furthermore, nobody will trust you. Commit your focus to images of your team, trucks, equipment, and logos. Reviews As you may know, reviews are the integral part of the aforementioned reputation management. BrandRevu, in addition to providing check-in technology, also helps you generate reviews from satisfied customers. The software tool sends text and email reminders to recently serviced consumers with links to review your business on Google or Facebook. These reviews are then showcased on your roofing contractor website for potential customers to see. Not only is this beneficial for SEO purposes, but also for conversion rate optimization. The best part about reviews is that they are generated by verified users, rather than a roofing company or their hack content writer. Prospects are way more engaged with how a previous job went than how great your content writer can describe your services. Videos YouTube is one of the largest platforms on the internet and a place where consumers spend much of their day. This is true both through mobile devices as well as desktop computers. Embedding YouTube videos on your website is beneficial for multiple reasons. First, Google ranks videos in a separate algorithm on its search engine. Surrounding your video with other forms of contextual content, helps it rank as a video, and vice versa. When you integrate Google and YouTube you can get great results on both platforms. In addition, website users are more likely to engage with visual content. If you can show one of your services or provide an inspirational description, on camera, you are far more likely to succeed with converting web traffic into lead generation for roofers. 2020 is the time to appeal to users visually.
48 minutes | a year ago
COVID-19: The Death of Door Knocking
Covid-19 has taken many things away from our society. However, it’s also given us something important: perspective. We now know just how quickly our daily life, routine, and business can change. The roofing industry was a relatively lucky one. Even during the crisis, homeowners continued to require roof repairs, installations, and replacements. What Covid-19 did change was the marketing options roofers had to work with. The practice of door knocking, in particular, took a big hit, forcing countless roofing professionals to explore other opportunities for sharing their brand. Today, we’ll explore the death (or at least the induced coma) of door knocking and what that means for your roofing business. We’ll also dig into your other options for marketing your company in the meantime. Listen in to our latest podcast and take notes as we discuss the changing landscape of the industry, and how your business can continue to thrive. Takeaways for Enterprising Roofers Even before the crisis, door knocking effectiveness had waned. Today’s newest generations don’t answer the door for many people.Covid-19 is an opportunity to reevaluate your marketing strategy.Local SEO offers more lucrative gains than it did a few years ago. Table of Contents Is Door Knocking Effective Now?What are My Marketing Options?How Local SEO Works NowHow to Improve Local SEO RankingsOther Resources from Roofing Webmasters Is Door Knocking Effective Now? In the throws of Covid-19, door knocking has come grinding to a halt. Put simply, door knocking isn’t even an option right now. If you happen to come back and read this article in the future after the crisis has resolved itself, odds are door knocking still hasn’t recovered to its former glory. It’s not your fault. Much of society has shifted away from answering the door bell anyway. Even prior to the Covid-19 crisis, the death of door knocking seemed to draw ever closer and closer as younger generations took on the mantle of home ownership. The practice may never fully pass away, but its waning effectiveness means that your roofing company will likely need to focus in another direction for your marketing efforts. What are My Marketing Options? We could pour over the dozens of advertising options available on the market right now, but that would take too much time. Right now, your number one goal should be putting your brand in front of the people who are most likely to need your services. This begs a couple questions: Where do you need to put your brand so that those people see it?How do you focus specifically on people in your service area? More than ever, homeowners (and commercial prospects) are looking online for their day to day needs. That includes big budget purchases like roof replacements too. So if you want to get your brand in front of the right eyes, that’s going to happen on a digital landscape. Connecting with people in your specific service area is going to force you to think locally. This limits false leads from outside your community and maximizes your chances of converting to sales. No more driving an hour from your office just to perform shingle repairs (unless that’s something you really like doing). Now that you’ve established online marketing offers the best brand exposure and you know locally-targeted marketing offers the best sales potential, that leads us to our final question. What digital marketing solution targets the greatest number of people within your service area? The answer is Local SEO. How Local SEO Works Now If you want to develop a consistent stream of roofing leads, the most practical method to do so is local search engine optimization (local SEO). That means getting your company website to the top of Google Search results specifically for the people in your community. Now you might say “But our company is already on Google. We have a website.” Unless you are literally the only roofing company within a 30 mile radius, simply having a website isn’t going to get you the sales you crave. With local SEO however, your website will start to deliver actual (qualified) leads for your business. As your rankings improve on Google, you’ll naturally start to receive more calls from homeowners and/or commercial prospects in your community. More calls means more lead potential for your company. How to Improve Local SEO Rankings While Google uses hundreds of signals to determine ranking potential, there are a handful of areas that impact your local search rank the most. These include: Roofing Website DesignGoogle My Business Listing OptimizationLocal Citation CreationDomain Naming Content Creation (Writing, Pictures, Etc.) Thanks to industry changes over the last few years – Google’s Local Search Update of November 2019 was especially impactful – it’s easier than ever before for roofing companies to make large gains in local rankings. So don’t let unfamiliarity or inexperience stop you from earning more revenue for your business. Even if your team doesn’t have the time or resources to pursue it, there are several amazing marketing teams out their with the skills to manage it for you. Ultimately, local SEO provides the best marketing opportunities for your business because it allows you to make quality connections with people within your community. If you’ve traditionally relied on door knocking until now to grow your company, it’s not too late to get started online. Of course, our team at Roofing Webmasters is always here to help! Other Resources from Roofing Webmasters Related Articles and Podcasts– What the Coronavirus Means for Roofing Companies (Article)– The Beginner’s Guide to Digital Marketing (Podcast)– Local Search Update for Roofers (Podcast) Related Services– Online Reviews and Reputation Management for Roofers– Content Marketing for Roofers– Online Citations for Roofers
17 minutes | a year ago
Showcasing Great Customer Service During Coronavirus
As we are in the midst of the COVID-19 pandemic, our thoughts tend to be scattered, and we are having to re-evaluate our priorities. As a roofing contractor, you have probably experienced this. While your business is important to you, it can be hard to devote mental energy to ways to sustain it; much less improve it. But don’t fool yourself – even in this time of crisis your business can grow and thrive. It may not seem like it, but the pandemic is affording business owners the opportunity to showcase outstanding customer service. We work with roofing contractors every day. We have seen the value of great customer service during these times and what it can do for a business now and in the future. As we are taking precautions to safeguard ourselves, our families, and our businesses, take some time to consider customer service in the here and now. Doing so will help your business not only survive during these times but thrive. Here at Roofing Webmasters, we are here for you every step of the way. If you are ready and willing to utilize this crisis as an opportunity to demonstrate value to your customers, then read our customer service tips. Let People Know If you are running your business during these times, it would be extremely helpful for existing and potential clients alike if they knew that you intend to take the necessary precautions to keep them safe. In this time, the last thing anyone wants is to have a bunch of roofers on their property who are coughing and possibly spreading the novel Coronavirus. So the first step you should take towards maintaining a high level of customer service during this pandemic is letting your customers know that you will take the necessary steps to keep them safe. Update your website to reflect the safety practices you and your crews will be implementing, let people know when they call, and ask about your services and you can even send emails to your current customers updating them on your safety policy. Follow Through It’s one thing to say that you will keep your customers and team safe, it’s quite another to actually follow through. The first concern on everyone’s mind as they venture into the public or have people come to their homes or businesses is face masks. Make sure you and your team have plenty of face masks when they are on the job. You can also let your customers know that you will be mainly outside and that if you need anything, you will simply knock on the door. Physical distance is important so try not to be too “in your face” when you are speaking to a customer in person. While that may be your normal style, it will make your customers wary and unlikely to use your services again in the future. Modernize your Communications Your customers will appreciate your efforts to limit physical contact. If you don’t have to physically be on the job site, try not to be. Instead, try to communicate with your customers over the phone or, if the situation calls for visual aids, reach out to them over Zoom, FaceTime, or other video chat apps. As a roofer, it may be hard to let your customers know what needs to be done over the phone so these video chat apps can be beneficial to get on the same page as your customers. Keep Things Basic This one may be hard since almost everyone is feeling the effects of the economic crunch. But if all possible, try to limit the number of workers you have on a job site to those that the job actually needs. People may get uneasy if they see a big crew on their property unless the job really necessitates such a workforce. By keeping your team scant, you are showing the customer that you care about their safety and health. Reach out Online Just because we are social distancing during this time doesn’t mean that we can’t interact with our customer base. Now is a great time to respond to all those comments left by customers on your social media page and reply to some of your reviews. Replying to reviews is a great way to show your customers that you care about their interaction with your company and you don’t need to put theirs or your health at risk to do so. Responding to social media posts is also a great way to engage customers and develop a rapport with them. Show Empathy And as it is eloquently explained in this Forbes article, people are frustrated these days. Not only is the looming virus stressful but services are down or really slow all over the place. Show your customers that you understand their frustration and that you are doing everything in your power to help them. Reach out to them in an email, call them on the phone or simply post a message on your website and social media page acknowledging the frustration that many customers may be feeling and assuring them that you are working to fill their roofing needs. Customer Service Tips for the Future All the customer service tips we have laid out here sound like they are for the here and now – and they are. But all of these tactics revolve around considering the thoughts, concerns, and feelings of your customers – an approach that any successful roofing contractor must adopt. The above customer service tips will surely help your customers trust you during the pandemic, but they will remember the thoughtful service you provided at this time. And they will be that much more likely to continue with your roofing services when things get back to normal. For more help with your roofing contractor business, please feel free to reach out to us here at Roofing Webmasters. Additional Resources From Roofing Webmasters Related Podcasts and Articles – Why Customers Need Your Help – Survey Says: Roofers Need Reviews to Excel in 2020 (Research) – Roofing SEO Conference 2020 (Podcast) – How Check-ins Boost Local SEO Related Services – BrandRevu: Reputation Management Software – Google Reviews Management for Roofers – Buy Roofing Leads
12 minutes | a year ago
How Check-ins Radically Boost Local SEO
When Google hunts for the best contractors to list for local consumers, the search engine collects all the evidence it finds. Sure, website service pages can claim a business provides impact resistant shingle installation, but how often is the company really performing that service? The best types of evidence are customer reviews and check-ins. The latter is what we’ll be talking about today. Jobsite check-ins are woefully under-utilized in the contracting industries. Of course, there’s another way of looking at it. Any roofing contractors who consistently utilize the right check-in tools can earn serious lead generation improvements through local SEO! Find out more about check-ins in our latest podcast with Amberlynn and Madison from Roofing Webmasters. Key Lessons for Roofing Contractors Building up a collection of check-ins each month drives higher local SEO ranks. Consistency is key. Only your team can perform these check-ins. This type of activity is rare, meaning businesses can still reap tremendous rewards. How Do Jobsite Check-ins Work? Have you ever seen a Google Map of your city? Hundreds of businesses line the streets, and all corners swell with thriving residential communities. What you do not see is all the places your roofing company has provided service throughout the city. Google doesn’t see it either, no matter how many times you’ve written about it in your website. Check-ins change that. When you whip out your phone and perform one, you provide Google with some invaluable data: Your location, The services you just finished providing, and The time. Why Do Check-ins Matter? While other companies are busy claiming to provide (for example) metal roofing installation in Atlanta, you’ve just shown Google very real evidence of your activity. That’s one small pin on the Google Map, at first. Scale this up to hundreds of pins over the course of a year, and you’ve given Google a very real reason to rank your business first in local search results. All your competitors have roofing websites. Most of your competitors know to collect reviews. Very few roofing companies in your area are performing check-ins. That means there’s a clear opportunity to get ahead of other brands and generate some exclusive roofing leads. Thanks to the Local Search Update of last year, it’s now possible for young (or even brand new) businesses to win placements in local map packs if they optimize well. We’ve seen previously unknown brands earn top spots within a matter of months after starting up a regular check-in program. The results are real! Who Can Use Check-ins? Employees of any business can use check-ins once they have been granted a user login. At the end of each job, they take a picture of your installation (roof replacement, roof coating, etc.) and fill out the project information. Finally, you select “check-in” and your job is done for that particular location. The check-in is populated to your company website in the necessary context, creating an SEO advantage and also validating your business as credible. This kind of content is premium in Google’s eyes and is not something that can be copied or duplicated by a competitor website because of its uniqueness. Maximizing Your Check-in Capabilities The two things that make or break check-ins are frequency and accuracy. Accurate check-ins establish credibility with your business and serve as premium SEO content. Frequent check-ins prove your business is doing regular jobs and provides an indication that you are a popular service. Furthermore, you are likely to earn more reviews, the more check-ins you publish on your website. Since many of your competitors lack check-in functionality, accumulating as many as possible in the near-term should give you a major head start several years down the road. Once other roofers start to catch-on, they will be significantly behind the curve that you created. Another aspect of check-ins that should be maximized is image optimization. If you snap an original photo on the job-site it is going to be worth far more from an SEO standpoint, than a non-visual check-in, or worse: a stock photo check-in. The whole idea is to verify your legitimacy as a roofer, and nothing confirms that more than a picture of the actual job. Conclusion on Check-ins SEO can seem like a rat race in many industries. But roofers must ask themselves about the most efficient way to grow their brand online. By performing check-ins at job sites, you are differentiation yourself from other roofing websites. Not only can you improve local SEO on GMB and the Local 3 Pack but you can also increase conversion-rates and validate your presence in service areas that are outside your office or home zip code. Nobody knows for sure where SEO will be in 5 years, but the best estimate projects that local businesses will be judged by social proof and confirmed job site check-ins. Imagine being #1 on GMB rankings and being able to serve customers throughout all nearby service areas. This is what online roofing marketing may look like in the coming years.
29 minutes | a year ago
We’re Bringing SEO Back | Roofing SEO Podcast
Does SEO really mean what you think it does? Jason and Nolen explain how ignorance and misinformation lead many roofing companies astray during online marketing. If any of these real world stories sound familiar, it might be time to reconsider how you search for marketing services! Key Takeaways For Roofing Professionals Inaccurate preconceptions prevent businesses from finding SEO services they really need. The amount of money spent on a poorly-performing website template does not make it better. Pretty websites don’t always make successful (sales-driving) sites. What is Real SEO? Marketing is an ever-shifting, bustling industry. As much of the consumer world transitions into online search for their day-to-day needs, roofing companies look to Google to find their customers. Most savvy business owners understand a few basic facts: They need a website, They need to advertise online, and They need to optimize for Google. If you’ve already grasped these marketing truths, your business is already doing better than many roofing companies out there. Unless you have years of search marketing research under that tool belt however, there’s still a long road between your company and a successful online marketing strategy. That’s why the vast majority of roofing firms turn to agencies to guide their progress. The only problem is: How do you find a real SEO company that actually knows their stuff? Real SEO (search engine optimization) focuses on crafting a website that blends superior keyword rankings with a smooth visitor experience. Numerous elements go into this process, including web design, keyword research, schema coding, and citation management. Even a quick Google search of “roofing seo” however, reveals that dozens of businesses offer SEO services for the industry. Quality SEO Balances Custom Web Design With Extensive Keyword Strategy and Coding. A Dangerous Truth About Most “SEO Companies” Unfortunately, most roofing SEO companies have no idea what they’re doing. Still more claim to provide search engine optimization but provide little in the way of actual SEO. What you’ll find instead are… PPC Campaign Management Firms Cheap Website Developers (without search experience) Expensive Website Developers (also without search experience) Social Media Marketing Agencies Lead Sellers Marketing Software Companies Some of these agencies truly offer valuable solutions for earning roofing sales. Others have no clue what they’re doing, but can easily talk their way through sales calls. Again, very few provide real solutions in the way of SEO. From an outside perspective, that might not seem like a big deal. However, the difference could end up costing your business years of setbacks and thousands of wasted marketing dollars. Why Does SEO Even Matter? Quality SEO solutions tend to take time (usually a few months) to produce results, but the results last. These solutions generate a steady stream of local consumers coming into your website and contacting your business. Consumers also tend to return with greater frequency, at significantly lower cost than if you tried to buy them through a lead seller. Revenue opportunities only grow over time as both Google and consumers learn to recognize your company brand. In short: SEO offers cheaper leads, more sales, and more sustained revenue over time. Roofing contractors with a real SEO company will happily share their success stories (unless you’re a local competitor, of course). In fact, it’s a wise practice to look up high-ranking roofing companies outside of your service area and see who their marketing company is. You’ll find their brands listed in the top of local map packs and organic search results! A Productive SEO Company Will Happily Share Your Site Analytics Data! Getting Sidetracked Once you find a capable SEO service provider, don’t let go. We’ve witnessed too many businesses jump into marketing with great enthusiasm, only to bail out a month or two later. They usually fall into one of two tragic stories: The roofers attributed their success to their own abilities. A competing marketer talked the roofer into switching. If your company enjoys sweet success from a certain SEO marketing company, why leave? Thankfully, there are ways to confirm whether or not your company is providing worthwhile results. Chart the number of leads you earn each month. Compare your numbers with those from last year and the year before. Examine your Google Analytics dashboard and see how many site visitors originate from Google Search! At Roofing Webmasters, we’re always happy to walk through your Analytics and chart your progress. Is your company willing to prove their worth? If not, we’d love to talk with you about your company SEO needs! Give our team a call at (800) 353-5758 for a free consultation. Additional Resources From Roofing Webmasters Related Articles and Podcasts – Local SEO Updates For Roofers (Podcast) – Survey Says: Roofers Need Reviews to Excel in 2020 (Article) – Roofing SEO Conference 2020 (Podcast) Services From the Webmasters – Buy Roofing Leads – Google Maps for Roofing Contractors – Brand Development for Roofing Companies
48 minutes | a year ago
Roofing SEO Conference 2020
Search marketing is an ever-changing landscape of Google policy changes, established practices, newly-minted tactics, and revolutionary software. Put simply, the rules and strategies that guide SEO (search engine optimization) change from year to year. Even our seasoned team of search marketing professionals have to actively test and research new methods to keep up with the shifting industry. That’s why we go to conferences! Jason and Nolen arrive back on the scene, fresh on the cusp of one of the most influential search conferences in the nation (maybe the world). As usual, they have some helpful insights to steer your business towards sweet success! Whether you’re just now entering the online search scene or you’ve competed for years, be sure to listen in. Key Marketing Lessons for Roofing Companies Roofing SEO is a step-by-step process, not a single fix-it solution. PPC is good by itself. With SEO, it can be fantastic. SEO “basics” are requirements for your business to show up in search, but businesses need to go beyond the basics to earn premium rankings. What Hasn’t Changed in SEO With all the flashy revelations that fly across our attention span, it’s easy to lose sight of the core principles that haven’t changed. Search engines continue to dominate marketing as a primary source of revenue. That means roofing SEO is even more essential than it was just a few years ago. If you aren’t competing for leads through this digital channel, you are probably missing out on tens of thousands of dollars every year, minimum. With that being said, opportunities to get your company up and running online are still very accessible. Even if you don’t have the necessary expertise to market online, somebody else does. If you’re eager to reap the substantial rewards of search marketing, now is the time to get active. To help you, we’ll re-touch on the basics of SEO and local search. Then we’ll get into the more advanced tactics you’ll need to go from entry-level competitor to front page material. Let’s dig in! A Company Website is Only the Beginning of Your Journey to Search Marketing Success. Your SEO Baseline Reqs Anyone can start a social media profile or run an ad, but what are the bare essentials to start building your online brand presence? First, you’ll need a website! Newly-minted roofing companies aren’t always flush with funds, so we understand if you need to begin with a free template design. If you have the financial capacity however, we highly recommend you find a seasoned firm that offers search-optimized web design. The enormous difference in lead potential will quickly help you recoup the costs. The SEO Bare Essentials List Company website, with optimized service pages Google My Business (GMB) listing, claimed and verified Citations from BBB, Yelp, Manta, and other established brands Client reviews and recommendations Facebook Business profile This Roofing Company is Prepared for Recommendations and Client Interaction. Getting your business information listed across multiple reputable platforms is also a crucial part of growing the brand online. Not only does this create additional exposure and review potential for your company, it also creates a stronger sense of accountability and trustworthiness. The more places Google’s search engine detects your brand, the more likely it will recommend it through higher rankings. Keep in mind, these are just the basics your company needs to accomplish in order to show up in search. In recent years, we’ve seen more and more roofing companies manage to achieve these requirements. If you really want to succeed and earn premium rankings (and the resulting leads), you’ll need to go above and beyond what other businesses are doing. As we say at the Webmasters, “You don’t have to be perfect. You just have to be the best!” Above and Beyond What sort of tactics allow a fledgling brand to rise above the rest in local search marketing? Again, quality web design plays a huge role here. A capable site incorporates simple navigation with keyword-rich service pages. This enables the site to rank for a much wider variety of phrases! If you want to go above and beyond, start infusing your site with schema code. Schema code helps communicate the purpose and meaning of different page elements in a way that Google’s search crawlers – picture little bots scouting and indexing new site content – can easily understand. It takes some dedicated research and effort to update your website with schema, but it’s worth the effort! Schema.org is a Resource for Schema Code Developed by Google and Other Industry Experts. Supercharged Client Reviews As we mentioned before, client feedback plays a key role in establishing your brand reputation online. The more positive reviews come in, the more likely Google’s algorithm is to recognize your company as a reputable and reliable choice for local consumers. Of course, anyone can gather reviews. If you really want your brand to stand out, try supercharging your client reviews with geotagging software. Geotagging adds GPS data to reviews, the kind of data that Google absolutely craves! The search engine sorts through countless contracting companies every year. Roofers with geotagged jobsite check-ins and reviews however, provide undeniable evidence of their service area. In simple terms, Google sees actionable evidence of where you work and directs more traffic from those communities to your website. At Roofing Webmasters, we use integrated software called Righteous Reviews to provide geotagged check-ins and reviews for your website. That’s just one reason why our roofing clients enjoy front page rankings and exceptional lead quality. We’d love to talk with you about your growth goals. To learn more about our services and become a local search champion, talk with one of our experts for free at (800) 353-5758! More Resources from Roofing Webmasters Articles and Podcasts – Mega Roofing SEO Changes in 2020 (Podcast) – Online Marketing for Roofers Just Starting Out (Podcast) – How to Promote Your Website & Improve Traffic (Article) – Savage Exteriors Inc. (A Webmasters Case Study) Related Marketing Services – Roofer SEO Services – Brand Development for Roofing Companies – Quality Content for Roofers
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