SEO for roofers

Build for them before they happen. The storm damage page goes up in a quiet month and stays up all year, so Google has it indexed and trusted when the searches come. It covers what to look for after hail or wind, how your inspection works, and how you handle insurance claims. Each storm job you finish adds a photo and a town to it.

Your Google Business Profile carries most of the weight in the first days after a storm. That means the “Roofing contractor” primary category, accurate hours, a phone that gets answered, and recent photos. When a storm hits a town you serve, a profile post saying you’re inspecting there tells people you’re local and active. The rankings come from the months before. The post just makes the most of them.

They do different jobs, and many roofers should do both. Roofing is one of the trades Google lists for Local Services Ads. They show at the very top of the results, and you pay for leads related to your services rather than for clicks. They bring calls from the day they’re approved, which SEO doesn’t.

SEO is the part you own. Map rankings and service pages keep bringing calls when the ad budget is paused, and they don’t cost more per lead when a storm pushes every roofer to bid. Reviews help both, because your rating shows on the ads and counts toward your map ranking. If your budget only covers one, I’ll tell you which I’d start with for your market.

Ask once, at the right moment, every time. That’s the day the crew cleans up and the homeowner sees the finished roof. A text with your review link goes out that afternoon, from the project manager or the office. I write it. Ask the homeowner to mention the work and the town, like “full tear-off and new shingles in Clinton Township,” because that helps the next person searching there.

Answer every review, briefly, including the bad ones. A calm reply to a complaint about a delay or a nail in a driveway reads well to the next homeowner. Never pay for reviews or offer a discount for one. Google doesn’t allow it.

Only the towns where you’ve done real work and want more. A town page earns its rank with proof from that town: photos of roofs you did there, the kind of homes and roofs common in the area, and storms you’ve worked after. A page that swaps the town name into the same template doesn’t rank and doesn’t convince anyone.

Your Google Business Profile covers the rest. Google lets a service-area business list up to 20 service areas and says the whole area shouldn’t stretch more than about two hours of driving from your base. I list the towns you actually work, and build pages for the handful that bring the most jobs.