SEO for Roofing Companies
Get More High-Quality Leads With
Easy-To-Implement
Roofing SEO
Written By: Joey Randazzo
Joey Randazzo is the owner and Founder of Portland SEO Growth Partners based in Portland, OR. He’s worked with hundreds of businesses to build growth-centric SEO campaigns.
Updated: July 3, 2025
Explore Our Roofing SEO Resources
SEO For Roofers: Real Results with Apex East Roofing
Before:
- Solely reliant on paid ads for leads
- Used AI to create 100 pages “overnight” – they didn’t rank
- Shotgun approach to Google Business Profile content and optimizations – not ranking locally
After:
Ranking for hundreds of keywords and driving exponentially more local traffic.
No, these aren’t generic keywords that they’re ranking for either after publishing tons of low-intent blog posts. These are local, high-intent keywords.
This Roofer SEO Guide Has Been Comprehensively Updated for 2025
Google’s algorithm continues to evolve—especially with major updates like the March 2024 Core Update and ongoing AI integration with “AI Mode”. That’s why we’ve completely refreshed this guide for 2025. We rewrote outdated sections, added brand-new insights based on what’s working right now, and created updated video content. Everything you’ll find here is current, actionable, and designed to help your roofing business rise to the top of Google this year.
How We Help Roofers Grow Their Practice & See a
5.7x ROI on Their Monthly SEO Investment
Increase Google Rankings
Get your roofing website ranking on Google for high-value keywords that your target audience is searching for.
More High-Quality Web Traffic
Get more interested homeowners coming to your website each month.
Increased Leads & Phone Calls
Get more homeowners motivated to call you for quotes & inspections.
You Get Your Time Back
Stop spending your weekends writing blog posts that no one reads. There are better ways to spend your time!
Here's What You Want To See With Your Roofing Website & SEO
When Someone Types “Roofer Near Me” Into Google, You Show Up Here …
Think about how people search for roofers. They’re probably binge-watching the next best show on Netflix, Hulu, Disney+, HBO, or one of the other 5 million streaming services.
They pull out their smartphone (because who uses laptops or desktops at home as they’re relaxing on the couch or in bed).
They go to Google and type in something like “Roofer Near Me.” THE FIRST thing to show up is the Maps area of Google called the Google Local Pack. The roofers that rank in this Google Local Pack get most of the calls and leads. They win!
When Someone Types Into Google “Best Roofer in [City]”, You Show Up Here…
When homeowners are looking for roofers, they often use the language of “best roofer near me” or “best roofer in [city]”.
Think about it… Replacing a roof is a BIG expense. Homeowners want the best and most trusted company. That’s why they search like this.
The roofers that rank in the Maps area for these keywords get the most website visitors and phone calls.
When Someone Types Questions Into Google Like “When Is the Best Time of Year To Replace a Roof in Portland,” You Show Up Here…
Homeowners ask tens of thousands of questions on Google each day.
Questions like…
- “When is the best time to replace a roof in Portland, OR?”
- “How long does a roof replacement take?”
- “Do I need a full roof replacement or just a repair?”
Ranking for these keywords in Google proves that your website is an “authority” and can be trusted.
People Are Searching Differently For Roofers Than They Used To
Just take a look and see the trend in people searching for “roofing company near me” over the last five years.
See The Common Theme? You Want To Rank and Show Up in Google For The Searches That Your Target Audience Does Every Day
The screenshot above comes from Google Trends, which Google created. You can see the searches remaining fairly consistent with seasonal highs and lows, but steadily increasing over the years.
Notice a Recurring Trend? You Want To Increase Your Roofing Company’s Digital Presence Online So Motivated Property Owners Find You First
At the end of the day, here’s what you want:
You want more phone calls. More leads. More website visitors. And ultimately, more paying customers.
The way you do that is to show up in Google when property owners search for roofing services.
How Do You Get Tangible Results With Roofing SEO Services?
Step 1: Comprehensive SEO Audit
Most SEO "experts" fail to complete this step. They simply start "optimizing" things. They throw spaghetti against the wall until something sticks…and oftentimes, that ends up being nothing.
The question that MUST be asked is:
How can you reach your SEO goals as a roofing company if you don't have a clear understanding of where you are?
We recommend doing a comprehensive SEO audit to determine your:
Current SEO performance
Current SEO errors
What your local competitors are doing
Technical SEO performance
And more
Step 2: Create a Roadmap Based on Data
Now that we’ve gathered all the data and information we need to establish our starting point, we can create a plan of action to help your business reach its goals.
Roofing SEO should be built on real data, not guesswork. Too many agencies rely on assumptions instead of measurable insights.
We build a clear, data-driven roadmap so you know exactly what to prioritize. If your roofing website is loading slowly and costing you rankings and leads, that should be the first thing you fix. Every move should be backed by performance data, not hunches or feelings.
Step 3: Implement Highest Priority Changes First
Here's where the results really start to come through.
Not all SEO activities are created equal.
Adding one image to your "About Us" page won't be as valuable as making your service pages comprehensive and thorough.
Our mantra?
Target low-hanging opportunities first. These are the opportunities that will actually move the needle and lead to more phone calls and consultation bookings.
Step 4: Local SEO Best Practices & Content Creation at Scale
Local SEO for vets comes down to the following:
- Consistency
- Authority
- Accuracy
If your roofing business has one phone number listed on your website but another phone number listed on HomeAdvisor? Google will lose trust.
Think about it:
If someone types in "best roofing contractor in Portland," then Google's job is to provide the best, most trustworthy results.
Having consistent NAPs (Name/Address/Phone Number) across high-authority directories on the internet is critical to building credibility with Google.
When it comes to authority, content is the driver. If your roofing website consistently answers the real questions property owners are searching for, Google is far more likely to view your company as a trusted expert over competitors with thin or outdated content.
Step 5: Meticulously Track Data
SEO isn't a plug-and-chug strategy. There's a lot of data that can be tracked to determine whether your SEO campaign is working (or if it isn’t). Simple as that.
But to truly understand if your campaign is successful, you have to track data. You need a comprehensive dashboard that gives insights into your:
- Keyword rankings
- Website visitors
- Phone calls
- And other important KPIs
Top 4 Common SEO Mistakes Made by Roofing Companies
You are an expert in the intricacies of roofing, but when it comes to ranking on Google, it’s perfectly normal to struggle. The good news is that most SEO problems are fixable, and we are here to help identify the gaps. These are four common roofing SEO mistakes and what to do instead.
Mistake 1: Having an Incomplete Google Business Profile
Your Google Business Profile is often the first thing homeowners see when searching for a roofer. Yet many companies leave it partially filled out with limited photos, outdated details, or generic descriptions.
A fully optimized profile contains:
- Accurate service areas
- Updated project photos
- Service categories
- FAQs
- Steady reviews
The more complete and active your profile, the more competitive you become in local search results.
Mistake 2: Not Creating Dedicated Pages for Each Roofing Service Offered
Property owners search using very specific terms like “roof replacement in Charlotte,” “emergency roof repair near me,” or “metal roofing installation contractors.” If those services are buried on one general page, you’re missing opportunities.
Each core service should have its own optimized page with detailed information about the process, materials, timelines, warranties, and service areas. This helps Google understand what you specialize in and makes it easier for your target audience to choose you.
Mistake 3: Publishing Content Without a Data-Driven Strategy
Random blog posts do not build authority. Roofing SEO works best when content is driven by real search data and actual property owner questions.
Creating helpful resources around topics like “How long does a metal roof last?” or “Signs you need a roof replacement” positions your company as the trusted expert. Data-backed content increases visibility, builds credibility, and moves your target audience closer to requesting an estimate.
Mistake 4: Operating Without a Structured, Repeatable SEO Plan
Many roofing companies treat SEO as a one-time setup instead of an ongoing system. A blog post here and a small update there may show a spike in growth, but without a plan in place, growth won’t be consistent.
An SEO process that can be sustained includes:
- Technical improvements
- Service page expansion
- Ongoing content creation
- Review generation
- Performance tracking
When every month builds on the last, rankings improve steadily, and lead flow becomes predictable, so you can focus on running jobs, not chasing them.
Roofing Contractor SEO Services Shouldn't Be One-Size-Fits-All; Everything Is 100% Customized To Your Business
Roofing SEO is not the same as other types of SEO.
Unfortunately, most other SEO companies will use the exact same strategies for your roofing business as they will for their other client who is an acupuncturist. But would a roofer use the same tools at the job site as an acupuncturist? No. And SEO campaigns are a critical tool that roofers need for the success of their business.
So many other agencies pull something out of their generic bag of “tips and tricks” that they use across all other industries, hoping that it’ll work with roofers.
We approach your business as unique. As one-of-a-kind (because it is). We know it’s cheesy to say this, but the truth of the matter is:
Does a roofing company in Bloomington, Indiana, have the same market as a Gresham roofing company near Portland, Oregon? No.
Should a roofing website built on WordPress be treated the same as one built on WebFlow? Again…no.
5 Tactical Local SEO Strategies for Roofing Companies
Strategy 1: Google Business Profile Optimizations
This is an example of a roofing company’s Google Business Profile:
Actually, technically, this is an example of a Google Business Profile on the front-end. This is what someone searching on Google can see.
But before we go on, ask yourself:
Why do Google Business Profiles matter for roofers? Google Business Profiles are important ranking factors if you want to rank in the Google Local Pack. Here’s an example of the Google Local Pack:
Optimizing your Google Business Profile helps your business be one of the roofing companies that appear in the Google Local Pack.
And when you show up as one of the top results in the Google Local Pack, you get more clicks and inquiries than the competition.
Now the question is: how do you optimize your Google Business Profile to show up on this valuable piece of real estate?
The key is to be comprehensive. Offer as much information as possible and remember to be thorough and wide-ranging. There are multiple sections within your GMB profile where you can do this, such as:
Some of the many opportunities for you to provide in-depth information include:
- Business categories
- Primary business description
- Services offered
- Featured products
- Photo gallery of completed projects
Let’s look over an example of what an incomplete Google Business Profile looks like compared to an optimized Google Business Profile.
Under your main description, you might write something along the lines of, “We are a motivated and detail-oriented roofing company dedicated to quality, timely work.”
Sounds great, right? Yes, you’re a roofing company that offers quality work. But there’s just one problem, that’s only one (short) sentence.
Google gives you 750 characters for the main description. Use every one of them to your advantage! Do you offer special services, such as skylight repair? Do you work on both residential and commercial roofing projects? Which different types of roofing do you install?
To be “comprehensive,” you have to answer EVERY possible question your target audience has.
Strategy 2: On-Page SEO for Your Homepage and Location Pages
On-page SEO for roofing companies refers to the content on your website, including:
- Your title tags
- Your meta description
- Your header tags (H1, H2, H3)
- Internal and external links
- Your images
- And basically anything that you can put on a website page
Why is this content important? Because Google cares about on-page SEO for roofers.
For single-location roofing companies, the most important page on your website, from a local SEO perspective, is your homepage. For multi-location roofing businesses, you’ll want to focus your local SEO efforts on your location pages.
For these pages, you want to be SEO-friendly by using relevant keywords while also providing comprehensive information to users (and Google).
For example, instead of a title tag like “Smith Roofing Co. | 503.333.4444” you can make it easier for Google to find you by writing something like “Trusted Roofing Company in Portland | Smith Roofing Co.”
Strategy 3: Website Architecture Best Practices
This is an underrated SEO strategy for roofing companies that many agencies breeze past. However, your website architecture and your sitemap are intimately linked.
Why does Google crawl your sitemap? To understand your website architecture, which provides Google with better insight into what your website is about.
Here’s what a sitemap might look like to Google:
Don’t worry if that seems confusing. What you should take away from this is that when Google crawls a sitemap like this, it’s determining what your website is about (which is key for local SEO).
So the end result is that your website should be set up hierarchically. Let’s use two common services that roofers offer: 1) residential roofing and 2) commercial roofing.
Now, where should each service page “live” on your site? To start, you need a “services” page that has the URL structure similar to .com/services/
Then, any services that you offer (such as residential and commercial roofing) should live UNDER this main services page. See below:
- .com/services/residential-roofing
- .com/services/commercial-roofing
Surprisingly, many websites don’t implement this website structure. They lack vertical architecture and instead have every page live directly under the homepage. See below:
- .com/services/
- .com/residential-roofing/
- .com/commercial-roofing/
- .com/roof-repair/
When you create a website using this structure, or lack thereof, it’s unclear to Google that “Residential Roofing” is a service that your company offers. It’s no different than any other page on your site!
Strategy 4: Content Creation at Scale
Now the fun begins. Home and business owners search for thousands of questions on Google every day.
Some are super local:
- Best roofing companies Portland
- Best roof repair Portland
Some are more generic:
- Do roofers clean out gutters?
- How much does it cost to replace a flat roof?
- Can roofers repair skylights?
- How long does it take to install a residential roof?
Answering questions like these through comprehensive blog articles on your website will do two things for you:
- You may rank in Google for these keywords that people are searching for, and in turn drive traffic to your site.
- Google will take notice and see your website as more authoritative than your competitors. Google will think, “Wow, they’re answering all of these roofing-related questions that users are searching for. Their website is more valuable compared to local competitors who haven’t answered any questions.”
Strategy 5: User Experience Is a Bigger Deal Than You Think, Stop the Keyword Stuffing!
PBN link building, keyword stuffing, all the old SEO tricks that used to work are out!
Google gets smarter each day. And Google’s starting to understand that a user’s experience on a website is crucial.
How does this apply to your roofing company?
Make it easy for users to find what they’re looking for. They shouldn’t have to (and likely won’t) waste 5 minutes figuring out how to request a free quote on your website.
- Make it easy for users to contact you. Your phone number should be clickable on mobile devices. The easier they can get a hold of you, the better.
- When writing content, you should actually offer value to the reader. Vague, keyword-stuffed articles are a waste of time, energy, and money. Your content should thoroughly answer your audience’s questions and add value.
On Average, Our Roofing SEO Services Cost
31% Less Than Other SEO Companies
In contrast to most SEO agencies that charge between $1.5k and $3k per month.
FAQs About Roofing SEO Services
These are some of the questions we get most often.
What Is Roofing SEO?
Roofing SEO is a form of marketing that helps roofing contractors increase their visibility in search results, primarily on Google.
Within roofing SEO, there are dozens of strategies. Some work better than others, which is why we tailor every campaign to your business’s needs and goals.
Strategies include:
- Keyword research
- On-page SEO
- Off-page SEO
- Google Maps optimizations
- Local SEO
- Content creation
- Landing page creation
- And more
Why Should My Roofing Company Care About SEO?
Roofing Contractor SEO is important because it gives you more visibility for motivated homeowners looking for roofers right now.
This last part is a really important distinction.
Think about social media marketing for roofers. Right now, you’re targeting people who are scrolling through their Instagram feeds. People who are too busy watching cat videos to even notice an ad or video for a roofing company, because they’re not ACTIVELY looking for a roofer right now.
Sure, some of them might convert, but not nearly as much as homeowners going to Google and typing in “best roofing company in [city].”
SEO for roofers lets you get in front of motivated buyers actively looking for the services you offer.
When Will My Roofing Business See Tangible Results From SEO Campaigns?
Roofing SEO can take 1 week to 6 months to start showing results. It depends on a variety of factors:
- Market size
- How long your website has been live
- How high your website’s “domain authority” is
- Current SEO performance
- And much more
Some of our clients see double the phone calls just 30 days after working with us. Others don’t notice sustainable progress until 9 months.
Think about this, though:
If every roofing company could spend 10 minutes updating their website and magically rank 1st in Google the next day, the internet would go haywire.
All good things take time. In fact, Google built its algorithms this way for a reason.
What Roofing SEO KPIs Should I Track?
Roofing SEO data should be watched carefully and consistently.
If your roofing business is investing in SEO, you’ll want to know whether you’re getting a positive ROI. Your customers wouldn’t keep spending money on a roof that leaks, would they?
So, why would you invest money in something that’s not working?
Here are the metrics we recommend you track:
- Keyword rankings: Are you ranking on the first page of Google search results for your most important keywords? Are you seeing any changes in your keyword rankings from week to week? Month over month?
- Organic website traffic: Is your Google organic traffic increasing or decreasing? Which search terms are bringing in the most visitors?
- Online form leads: Are you generating more form submissions? How are they trending month to month?
Inbound calls: Are more customers calling after finding you on Google? How is call volume shifting over time?
Is There Specific Content My Roofing Business Website Should Include?
Roofing content should target the questions and queries that your audience actually cares about.
Your audience (and Google) doesn’t care about a blog post you wrote 5 years ago talking about your most recent hire.
Your audience cares about getting their questions answered!
Questions like:
- “How long does a roof take to replace?”
- “Should I get a metal roof?”
- How long do roofs last in Portland, OR?”
By creating content that answers these questions, you’re far more likely to rank in Google when property owners search for these.
Not only that, but Google will crawl your website and see that you’ve thoroughly answered all of your audience’s questions, and will see you as being more trustworthy and authoritative.
How To Work With Us
First things first: we don’t work with all roofing companies.
We only work with roofers who:
- Are motivated to grow their business
- Are in a position to handle the growth that will come from working with us
- Treat their employees and their customers well
If your company checks all the boxes, then follow our simple process below:
Step 2
Check Your Email
In less than 24 hours, you’ll receive a customized 3–5 minute video from one of our talented SEO specialists that will highlight opportunities for you to outperform competitors.
Step 3
Sit Back And Watch Your SEO Skyrocket
Our case studies speak for themselves. You can have the same results.
If you’re looking to grow your SEO, we can help. Reach out to us today to learn more about our pricing and availability.
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