SEO Strategy for Roofer
A data-driven execution plan to capture local search intent. This playbook targets high-value "near me" queries and transactional service keywords.
Execution Roadmap
Most roofers waste time on broad keywords like 'roof repair.' The real gold is in hyper-local, intent-driven searches. Target homeowners who are actively searching for solutions in their neighborhood, before the storm hits.
- Storm damage roofers in [City]
- Emergency roof tarping [Neighborhood]
- Best flat roof contractor near [Landmark]
- Hail damage roof inspection [Zip Code]
URL Structure for Local Dominance
https://yourroofingco.com/[city]/[service]/[neighborhood]/
Example: https://yourroofingco.com/austin/emergency-roof-repair/downtown/Create dedicated service pages for every neighborhood within a 3-mile radius of your HQ. Use Google’s 'Nearby' filter to identify high-intent areas. Include local landmarks (e.g., 'Near Mueller Lake Park') to boost relevance.
Storms = roofing’s Super Bowl. Most contractors react too late. Be the roofer who ranks before the hail hits. Use historical weather data to predict demand and pre-optimize for high-risk areas.
Emergency Service Schema
{
"@context": "https://schema.org",
"@type": "ProfessionalService",
"name": "[Your Company] Roofing Services",
"description": "Professional roofing services in [City]",
"image": "https://example.com/roofer-image.jpg",
"url": "https://example.com/roofer-services",
"telephone": "+1[Your Number]",
"address": {
"@type": "PostalAddress",
"streetAddress": "[Your Street Address]",
"addressLocality": "[City]",
"addressRegion": "[State]",
"postalCode": "[Zip Code]",
"addressCountry": "[Country]"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "[Latitude]",
"longitude": "[Longitude]"
},
"areaServed": {
"@type": "GeoCircle",
"geoMidpoint": {
"@type": "GeoCoordinates",
"latitude": "[Latitude]",
"longitude": "[Longitude]"
},
"geoRadius": "[Radius]"
},
"hasOfferCatalog": {
"@type": "OfferCatalog",
"itemListElement": [
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Roof Inspection",
"description": "Comprehensive roof inspection to identify damage and needed repairs"
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Roof Repair",
"description": "Prompt and professional roof repair services for damaged or leaky roofs"
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Roof Replacement",
"description": "High-quality roof replacement services using top-grade materials and expert installation"
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Gutter Installation",
"description": "Custom gutter installation to protect your home from water damage"
}
}
]
}
}Publishes a generic 'Storm Damage' page after the storm hits. Ranks on page 3. Gets 5 leads.
Pre-optimizes for 'hail damage roof repair [city]' 2 weeks before storm season. Ranks #1 during peak demand. Gets 50+ leads.
Most roofers create '5 Signs You Need a New Roof' and call it a day. The elite build content that educates homeowners into hiring them. Focus on high-intent, low-competition topics that position you as the trusted expert.
- Insurance claim roof replacement: Step-by-step guide for [City] homeowners
- Metal vs. shingle roof cost comparison for [Climate] climates
- How to spot storm chasers: Red flags for [State] homeowners
- Flat roof maintenance checklist for commercial properties in [City]
For every service, create a 'Before/After' case study. Example: 'How We Saved a [Neighborhood] Home from Water Damage After a Hail Storm.' Include high-quality before/after photos, cost breakdowns, and a CTA like 'Schedule Your Free Inspection.'
Content URL Structure
https://yourroofingco.com/blog/[city]-roofing-[pain-point]/[solution]
Example: https://yourroofingco.com/blog/austin-roofing-leaks/emergency-tarping-guide/Reviews are the #1 trust signal for homeowners. But most roofers leave them to chance. Build a systematic review engine that turns every completed job into a 5-star review, and every review into a lead magnet.
Review Schema Markup
<script type="application/ld+json">
{
"@context": "https://schema.org/",
"@type": "LocalBusiness",
"name": "[Your Company]",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.9",
"reviewCount": "128"
}
}
</script>After a job, send this SMS: 'Hi [Name], thanks for choosing us! We’d love your feedback. Click here to leave a review: [Link]. As a thank you, we’ll send you a $25 Home Depot gift card. Reply STOP to opt out.' Track conversions and double down on what works.
Most roofing websites have a 'Contact Us' form and hope for the best. The elite use high-value lead magnets to capture leads before they’re ready to buy. Offer something so valuable, homeowners can’t resist giving you their email.
- Free Roof Inspection Checklist (PDF download)
- Storm Damage Roof Guide: What Your Insurance Covers (and What They Won’t)
- The Homeowner’s Guide to Roof Financing Options in [State]
- Emergency Roof Tarping: DIY vs. Pro (When to Call a Roofer)
Generic 'Contact Us' form with no incentive. Conversion rate: 0.5%.
Free 'Storm Damage Roof Guide' with email capture. Conversion rate: 8-12%.
For your lead magnet, use a CTA like: 'Download Now, Limited Time Offer: Free Roof Inspection for First 50 Homeowners!' Track downloads and follow up with a call within 24 hours.
Most roofers waste time on low-quality directory links. The elite build links from sources that actually drive traffic and rankings. Focus on high-authority, niche-relevant sites that homeowners trust.
- Local news sites (e.g., 'Local Roofer Donates Roof to Fire Victims')
- Home improvement blogs (e.g., 'Expert Roofing Tips for [City] Homeowners')
- Insurance company directories (e.g., 'Preferred Roofing Contractors in [State]')
- Manufacturer certifications (e.g., GAF Master Elite, Owens Corning Platinum)
- Local chamber of commerce and BBB profiles
Use Ahrefs to find broken links on local news sites (e.g., 'Top Roofers in [City]'). Reach out with: 'Hi [Name], I noticed your page on [Topic] has a broken link. We’ve created a better resource: [Your Link]. Would you consider updating it?'
Broken Link Outreach Template
https://ahrefs.com/broken-link-checker
Target: Local news sites, home improvement blogs
Outreach Template:
Subject: Quick Fix for Your [City] Roofing Guide
Hi [Name],
I was reading your [Article] and noticed a broken link to [Resource]. We’ve created a better version here: [Your Link]. Would you consider updating it? It’d be a great resource for your readers.
Thanks,
[Your Name]Most roofers track vanity metrics like 'page views.' The elite focus on conversion metrics that directly impact revenue. Set up a data layer that tracks every step of the customer journey, from search to sale.
Create a dashboard that tracks: 1) Lead source (Google, Facebook, Referral), 2) Lead quality (1-5), 3) Conversion rate (lead to sale), 4) Average job value. Double down on what’s working.
GA4 Event Tracking Setup
GA4 Event Tracking (Google Tag Manager):
Event Name: form_submission
Parameters:
- form_id: [Your Form ID]
- form_name: [Your Form Name]
- lead_type: [Residential/Commercial]
- service: [Repair/Replacement/Inspection]Once you dominate your local market, it’s time to scale. But most roofers expand too fast and dilute their brand. The elite use a data-driven approach to identify the next high-opportunity city, and replicate their success.
- Use Google Trends to identify cities with rising search volume for 'roof repair'
- Analyze competitor rankings in target cities (Ahrefs/SEMrush)
- Check local building permit data for new construction and roofing projects
- Look for cities with high hail risk (NOAA data) and low contractor density
- Test demand with targeted Facebook/Google ads before committing to a physical location
Expands to a new city because 'it feels right.' Spends $20K on a van and office. Gets 5 leads/month.
Uses Google Trends and NOAA data to pick a high-demand city. Runs $1K in ads to test demand. Gets 30 leads/month before expanding.
Once you’ve identified a target city, clone your top-performing pages: 1) Replace [City] with [New City], 2) Update local landmarks and climate-specific advice, 3) Build 5-10 local backlinks, 4) Run a $500/month ad campaign to test demand.
Growth Model
This model assumes consistent content generation and basic backlink acquisition. ROI typically stabilizes within 90 days of full indexation.
