Local Search Campaigns

Owning Your Brand and Local Market

If you are a roofing company serving a local market, you are trying to attract new customers within a certain radius of your location. Focusing your SEO plan on location based search is going to make the most sense for you and your brand. We have put together some tips to help you rank in your city.

Get Listed

Google My Business:

The first thing you need to make sure you do for your roofing company is to claim and optimize your Google My Business account. With a Google or Gmail account you will visit https://business.google.com to log in to your account or submit your business.

You will be directed through a series of steps to submit your roofing business information to be listed with Google Maps. Following the steps you will be either asked to verify your business via phone, email or mail.

Note: You have to use your physical address for your listings. You are not allowed to use a P.O. Box or something like a UPS Store Mailbox. Google is also catching on to virtual office addresses and anything that is not unique to your business.

If you are only given the option of mail verification, the card should arrive within 7-10 days to your location. You’ll then log back in to your account and enter the pin number provided.

Note: Between the time that you request the pin and when you enter it for verification you should not make changes to your account. You’re going to be tempted to add pictures and details to your account as soon as you create it but your verification may not work if you make changes before entering the pin. Once you are verified, you should build out your account as much as possible.

Directories and Citations:

In addition to Google Maps, you are going to want to list your business on as many online business directories as you can. Start with the most important directories for roofing. To help figure out which are the most important, perform a Google search for roofing companies in your city. For example, a search for “Orlando roofing companies” will show results for Home Adviser, BBB, Yellow Pages, Angie’s List and Thumbtack on the first page. We would advise making sure your business is listed on those directories.

These are the top directories we would recommend for all businesses:

  • Google
  • Bing
  • Yahoo!
  • Yelp
  • Facebook
  • Better Business Bureau
  • Angie’s List
  • Merchant Circle
  • LinkedIn
  • Whitepages
  • Yellowbook
  • CitySearch
  • MapQuest/Yext
  • Foursquare
  • Dex Media
  • EZ Local
  • Kudzu
  • Manta
  • InfoUSA
  • Get Fave
  • MojoPages
  • Brownbook
  • Magic Yellow
  • CitySquares
  • Judy’s Book
  • Thumbtack
  • Home Advisor
  • ShowMeLocal
  • Yellowbot
  • Hotfrog
  • Brownbook
  • InsiderPages

Remember to have a consistent message across all platforms. Your business name, address and phone number should be listed the exact same way on every listing that you have. You should also make sure to claim as many of these directories that you can, not just submit your information.

There are also four directories online that are data aggregators, meaning they feed information to other directories on the web. You should submit to these four as well:

  • Factual
  • Acxiom
  • Infogroup
  • Localeze

Having a broad and consistent brand representation online will help you rank in both Google Maps and in organic search.

Treat your Customers Right:

Positive reviews help you get attention from the right people. They can also help you rank in the local section at the top of a Google local search. Your goals with reviews should be focused on Google first and foremost. Ask your happy customers to write you a review on Google. You want to have a positive reputation and we recommend having a goal to have more reviews than any of your competitors. Make yourself stand out.

You’re going to want to ask for reviews on other directories as well. Start with any that you have a poor reputation on and work to build that back up.

Next, do a search for your company name in Google and look for the listings that show up there. To build up your company image, work on asking your happy customers for reviews on those sites as well.

Tips:

  • You must have a Gmail account to leave a Google review. Ask people that you know have a Gmail account for reviews on Google.
  • Send review links to only one or two options per person.
  • Come up with a process in your office that includes asking for reviews when a job is completed
  • Stay away from aggregate review systems. There are many companies trying to sell this for a low monthly cost but you do not own your reviews. If you cancel the service. The reviews will go away.

Tips for your website

Title Tags and Meta Descriptions:

After doing your keyword research and classifying you keywords into categories, you’re going to plan your content and content architecture around those keywords.

Each keyword category is going to have one main page that you want to rank for that phrase. You’re going to optimize the page with that keyword phrase starting with the Title Tag and Meta Description. If you are a Baltimore roofing company, your homepage title and description may look something like this:

Baltimore Roofing Company | Top Rated | “Brand Name”
Top Rated Roofing Company serving the Baltimore area for over 30 years.  Rated A+ with the BBB. Financing Available.

Add your keyword or something similar to an H1 on the page and you’ve got yourself in a pretty good position to promote your site locally for “Baltimore Roofing Company”. After your next Google index, you’ve now told the search engine that you’d like to be considered for that kind of search because you are providing relevant content.

Note: You will most likely see some movement in your ranking when making this kind of change but it probably won’t be enough to get you to page 1.

Schema Markup:

We suggest asking your web developer or SEO Company for some help with this part.  Schema markup is a technique used to make it easier for Google to read your site. Code is generated and added to the site to show Google things like what kind of business you are, your company name, address and phone number, social media profiles, description of your business, a link to your Google Maps listing and hours of operation.

Following these best practices will give you a leg up on some of the completion in your market. Roofing is a competitive industry, so we recommend hiring professionals to help you reach the top of the SERPs and gain more customers.

Learn more about SEO for Roofing Companies