I’m asked this question regularly, so I thought I’d address it today. The question goes like this: “If I’m a roofing contractor who wants to be the top-ranked firm in Google, what do I need to do?”
It’s a good question. One so important that if you’re not thinking about it often, you probably have enough customers and today you’re not hurting for opportunities. The other possibility is that you’ve tried and failed at online marketing and think the whole thing doesn’t work or is some kind of scam.
If you’re busy, congrats. Just remember it wasn’t so long ago, pre-2017, when for 8 years leaner times prevailed. It will come back again too. And the best time to erect a shelter is before the storm begins.
What If Your Roofing Contractor Firm Tried To Rank Before?
If you’re one of those roofing firms who’ve tried to market on the Internet and didn’t get the results you wanted, this post is for you.
Maybe, you read something about AdWords, thought it sounded like a magic bullet and tried it. But the deck was stacked against you having success, so, like many before you, your company lost its money and quit.
Some have hired “experts” to help them. Often to find their expert knows no more about how to have success than you do. However, there’s a lot of experts with time to send spam email or cold call roofers offices that promise to fix other’s mistakes, so you try again.
Results, as before, may or may not be realized. Usually NOT. I know of one roofing contractor in Oklahoma who’s hired 12 different experts and gotten zero for his money.
As an aside, when prospective clients ask me the #1 difference between my services and those of my so-called competitors, I tell them that in 10 years I’ve never made one cold call to anyone’s phone offering to sell services. The reason is that my results are proven and I’m busy too.
But you can win online. It’s not that difficult, either. However, if the people you’re talking to about getting visible in Google search results won’t tell you the truth OR if you, as the business leader doesn’t care for the truth, the goal can remain elusive.
So How Do You Become The Top Ranked Roofer In Your Area?
The real answer is with fundamentals. And with the 4 steps that follow, you’ll know what they are.
Step 1: Your Foundation
Most of the readers of this post are builders of things, so at least generally I think you know what a foundation is. But in the context of online marketing, let me share with you my idea of what it is.
The foundation of your online marketing is research and also a series of tools used within your website.
The research is needed to determine the ideal keywords that buyers already use to find your services. The tools, including Google Analytics and Google Console/Webmaster Tools help measure what’s happening when people visit your site.
For just a moment, think back to your last online marketing expert. Did they build a proper foundation under your campaigns or not? If their efforts failed and you fired them, it’s possible you just found out why they failed.
Step 2: A Website Google Loves
The standards for websites have changed, radically over the last few years. However, Big G has made it clear what they’re looking for from companies who want to market online. Now it’s just up to us to comply.
In essence what they want is for you to build the best possible website for the keywords you’d like to rank for. However, G itself will allow visitors to tell them if you’ve done a good job or not. So Google monitors more than 200 “signals” your site give off and your score on their criteria determine where you rank.
Your website will need content that’s interesting, well-written and unique. Typos and duplicate content pulled from other sites will not do. Images need to be good quality and tagged properly. Your site must be mobile friendly and fast or Google may decide to ignore you.
Step 3: On-page Optimization
Only a few years ago, the formula for ranking roofing contractor websites was about 75% based on your backlink profile and the rest based on other things including on-page optimization. At best the pages of your site were 25% of your total quality score.
Not now. In 2018, many in my industry (including me), feel it’s much closer to 60/40 with your page quality as or more important than backlinks. If you want to evaluate how well your site is optimized, here’s my first test. You can do this in the next 2 minutes.
Visit your website and in the body of the page, point your mouse and right click – then select “view page code”. Then if you press “control + F” the finder will open. In the box type “meta property=”title”” or just title and press submit. IF your team added a title tag to your home page you’ll be taken to it by the finder.
What does yours say? One I looked at this week said: “Home – _____ Corp”. Why is that a problem? Well, the home page title is your #1 tool for telling Google what you’d like to rank for.
The title tag above means he’s asking Google to rank for the word “home” which would probably be impossible but why would he want to rank for that anyway? Including the name of his company is ok but unless your customers know your brand by name, they won’t find you.
Step 4: More Domain Authority Than Your Competition
Domain authority (DA) and or page authority(PA) are internal scores are like the leaderboard is in golf tournaments. It’s not something you’ll find published anywhere but many tools exist to help approximate our DA as well as the authority score of our competitors.
But within each keyword, there is a list of companies who Google thinks should rank for that term. If yours didn’t make the cut, there is much to learn from studying those who are listed. To increase your DA you’ll need to have other sites link to yours. This is the process known as getting backlinks to your site. Just know that all links are NOT equal. And links from the wrong industries are often either ignored or may get your site punished. So be very careful.
So know you know the 4 steps. If you’re struggling to get the visibility in search engines you want and would like to know what is involved in getting professional assistance, send me a message here and let’s talk about it.