These are changing times for roofing contractors and the SEO services they are pitched on daily.
Over the last 6+ years, I’ve worked exclusively with roofers I’ve provided a lot of SEO Services and generated a flood of roof leads for clients. In the months now that Google has activated its artificial intelligence algorithm, things have clearly changed.
SEO Services Results Are Down
Sadly, most of the “SEO experts” either don’t know this, don’t understand the changes or care enough about your ROI for the services they provide you.
I’d venture to say that thousands of contractors have someone on staff, a freelancer that helps them or an agency they pay to optimize things and they’re getting only a small return on the capital they’re putting out.
But why? Well, formerly, backlinks to your website were the major factor in where your site ranked organically in search results. The target was to be “on page one”, and you’ve heard endless pitches and been offered countless deals that are supposed to help you accomplish it. Am I right?
Now, with AI running the show, Google uses an overall “quality score” to decide where you will rank.
However, that’s not the real problem roofing companies face with “ranking” in search engines.
Rankings On Page One Are Only Slightly Important
There was a time when as much as 60% of searchers would go to the organic listings at the bottom of the search page. These companies, people were told were the “best” — their ranking reflected that.
Since the search giant started changing the layout on their search pages over and over again, clicks on organic listings have fallen and now are less than 20% of search traffic.
Do you see the problem?
I’m saying that with a skilled team or expert, you can get to page one and still not generate the calls and leads you were hoping for.
How To Grow Your Sales and Profits
It should go without saying that the primary driver of more profits is more sales. A company gets more sales by making more presentations or increasing their closing rates.
The point is that you need increased visibility across the entire Google search platform. That means optimization that goes beyond just SEO.
Beyond that, you’ll want to “optimize” many aspects of your sales process and increase your closing rate on leads to sales.
So as for which is better and which the top contractors prefer, it depends. Do you run a business that holds reps accountable to the leads they get? Or do you quickly accept that qualified homeowners who need a roof can be dismissed as a tire-kicker when they don’t buy?
Can Your Presentation or Closing Skills Improve?
In other words, your presentation and selling proposition and improving it year over year is the key to more and better profits on your work.
The quality score driver is evaluating everything that has your name or URL associated with it. Google rewards the best companies with visibility where homeowners looking for a roof are searching for someone to help them.
The content on your site matters, the images you’ve got on your site count. Your reviews on Google My Business definitely matter.
So, do you still have an SEO team or are paying for SEO services? Make sure they optimize your listings for maximum visibility. You’ll need to be found in the “Guaranteed by Google” local listing/ads. You’ll want to be optimized and found in the 3-pack of leads that show in Google My Business. And if you’re also found on page one organically it can help.
But remember that only one in five clicks on these listings now. As much as 6 in 10 click the ads at the top or choose someone who is local from the maps.
Remember, Focus On ROI!
At Top Ranked Roofer, we call this “Triple Optimization” and done correctly the ROI can be quite high. I have one client whose return on what he invested with me was $110-1.
Not bad; I like to think you’d agree!
Let me conclude with this. If you’re seeking to improve your sales and increase your profits, I can help you. Let’s talk about it and see if it fits for either of us.
I am currently running a promotion offering 30-50 exclusive roof leads for $1500. I will also guarantee you a profit on the work we will do. Interested? Click here and reserve a time to talk.
