Before we talk about SEO for roofing companies, let me paint you a picture.
It’s mid-March, and the calls aren’t coming in like they used to.
You’re sitting at your desk, staring out the window at a sunny day, wondering if every roof in your town suddenly decided to hold up perfectly.
And you can’t help but think back to the glory days.
Referrals used to roll in without you having to ask.
A neighbour would see your van parked outside a job, jot down your number, and give you a call the next day.
Your reputation carried you like a strong wind. You didn’t even need to try.
But now? It’s different.
Homeowners aren’t chatting over their fences like they used to.
You’ve been trying to get your name out there.
Maybe you boosted a Facebook post, ran a few ads, handed out flyers at the local hardware store. You even asked your regular customers to spread the word.
But it’s not enough.
The way people hire roofers has changed.
The days of relying on word of mouth alone are gone.
Homeowners aren’t waiting for a neighbour to recommend you — they’re searching online the moment they see a water stain on their ceiling.
They’re Googling keywords like roof repair near me and emergency roof repair.
And if you don’t show up for these searches, you’re missing out.
This is where SEO comes in.
It’s what gets you in front of homeowners who need a roofer now.
Not next week. Not in a month. Right. Now.
These aren’t leads you have to chase—they’re coming to you. They’ve already got their wallets open and their ladders ready.
And the best part? Unlike an ad or a boosted post, SEO doesn’t stop working when the budget runs out. It’s a long-term plan that keeps your phone ringing, your crew working, and your business growing.
Look, I’m not saying you should ditch referrals. A happy customer who tells their neighbour about you will always be marketing gold.
But SEO? It’s how you make sure the people who don’t know you exist yet can find you when it matters most.
So if you’re tired of staring out the window, waiting for the next big job to magically fall in your lap, let’s talk about how to make SEO work for your roofing business.
We’re going to break it down step by step — how to show up for the right searches, attract the right leads, and turn Google into your best salesperson.
Let’s get started.
How SEO can grow your roofing business
While social media posts and word of mouth can get the ball rolling, SEO is what keeps your roofing business at the top of the list, day in and day out.
So you’re always part of the conversation when homeowners need help.
Think about it—every day, people are searching online for answers to their roofing problems.
From emergency roof repair near me to best roofing company in <city>, they’re looking for someone they can trust to fix their leaky roof or replace their aging shingles.
If your business isn’t showing up when they search, they’re hiring the next roofer who does.
That’s the power of SEO — it puts your roofing company in front of homeowners exactly when they need you most.
Not when they’re casually browsing or scrolling through social media, but when they’ve got a problem and are ready to act.
If your business isn’t popping up for these local searches, you’re missing out (we’ll touch on to local keywords later on in this guide)
I’m a freelance SEO consultant and content writer with over 4 years of experience.
I’ve helped dozens of businesses use SEO to sell more.
Need help brushing up your SEO strategy for your roofing business? Find out more about my services below:
But if you’re looking for a more DIY approach, I’ve put together a no-nonsense guide to show you exactly how to nail SEO for your roofing business.
Thousands of hours worth of research packed into a simple, practical guide. No fluff.
Let’s get started.
Use the Table of Contents below to navigate to the areas you’re interested in.
How to analyse your competitor's roofing SEO strategy
Before you obsess about keywords, you need to know who you’re up against.
Competitor analysis is a great place to start.
It’s how you uncover what’s working for your competitors and what’s not; where they’re nailing it and where they’re leaving cracks in the shingles.
Let’s dig into a scenario.
Imagine you have a rival roofing company in your area that’s ruling the search results.
They’re showing up for searches like roof repair in <your city> and best roofer near me.
But here’s their weakness: their website loads slower than paint drying on a wall.
That’s your opportunity to swoop in, claim those rankings, and take their spot as the go-to roofing business in your area.
By understanding what your competitors are doing right — and where they’re dropping the ball — you’re building a better plan for yourself.
Moral of the story? Before you dive headfirst into your SEO strategy, take a step back, scope out the competition, and find the gaps you can fill.
Here’s how you do that:
Start by Googling your own keywords
Fire up Google and type in the keywords you think homeowners are using to find roofing businesses.
So, for example, if I’m a running a roofing installation business in Melbourne, I’d zero in on keywords like roof replacement in melbourne or roofing company in melbourne.
Then I’d check out who’s hogging the top spots.
These folks would be my main competitors — the ones I need to beat.
Do the same for your keywords:
Find the top-ranking websites and take note of their website URLs.
Because next, we’re going to dig deeper into what makes them rank — and how you can outrank them.
Find areas for improvement in your competitor's content
Visit their websites and take a good look around.
What kind of content are they putting out there?
Pay attention to the tone they use, the topics they cover, and how they’re engaging with their audience.
Are they positioning themselves as the local roofing experts? Are they focusing on educational content or leaning into customer success stories?
The goal here is simple: figure out what’s working for them — and then do it better.
If they’re writing about roof maintenance tips, you write the ultimate guide to seasonal roof care in Melbourne.
If they’ve got a landing page for roof repairs, you create one that’s more informative, engaging, and optimised for local SEO.
Because when you know what’s resonating with their audience, you can use that insight to take the lead.
Dig into data with SEO tools
SEO tools like Ahrefs, Semrush, and Mangools are an SEO’s best friend when it comes to dominating local search results.
These tools are packed with features that can make your life as a roofing business owner — or the SEO managing your site — much easier.
They give you insights and data about your competitors that would take hours, if not days, to uncover on your own.
Want to know what keywords your competitors are ranking for?
How much traffic they’re getting?
Where their backlinks are coming from?
These tools have you covered.
If you’re serious about building your site’s traffic and getting more calls from homeowners, investing in one of these tools is a no-brainer.
I personally use Semrush.
Just pop in your competitor’s URL — say the top-ranking roofer in Melbourne — and let the tool do the rest.
You’ll get a treasure trove of data: their top-performing keywords, the pages pulling in the most traffic, and even gaps in their strategy that you can exploit.
You can then use this intel to refine your own keyword strategy and find areas of improvement on their websites.
Alternatively, if you don’t want to pay for an SEO tool, you can also do keyword research for free.
Here are some free tools you can use:
- Hoth Rank Checker – for analysing a site’s ranking keywords
- Ahrefs Backlink Checker – for analysing a site’s backlink profile
Keyword research for your roofing company
Let’s go back to that Melbourne roofing company scenario.
Let’s say a homeowner in Melbourne notices a leak in their ceiling after a storm. They’re not Googling best roofing company australia.
No, they’re typing in emergency roof repair melbourne or roof repair near me.
The latter are examples of what we call local keywords.
Local keywords matter because they connect you with the customers who are right there in your service area, ready to pick up the phone and book your services.
They help you cut through the noise of the internet so you’re seen by the people who are actually looking for a local roofer and not some big-name company halfway across the country.
Let me explain.
If your goal is to attract more local customers, focusing on local keywords should be your first priority.
It’s a smarter strategy: quality over quantity.
While a keyword like best roofing company australia might attract more search volume, people searching that are scattered across the country and are less likely to need your help in Melbourne.
In contrast, someone searching for emergency roof repair melbourne is far more likely to call your number.
The same rule applies for your roofing keyword.
Local keywords will get you closer to the customers in your area.
Long story short, the local relevance of a keyword is more important than the search volume.
I’ve already mentioned how you can use SEO tools to find local keyword ideas.
But here’s an extra tip. There are two more quick and free methods to uncover local ideas:
Related searches
Related searches are free keyword ideas Google hands out every time you search.
You know when you type something into Google, and at the very bottom of the page, there’s that little list of similar searches?
That’s what we call related searches.
It’s like a cheat sheet for what your audience is already asking.
They give you a glimpse into what’s on your audience’s mind — what they’re curious about, the problems they’re trying to solve, and sometimes, even the exact questions they’re asking.
And it’s ridiculously easy to use.
Just Google one of your target keywords, scroll down, and there it is — a neat little list of ideas Google’s practically gift-wrapped for you.
This is what you’ll find at the bottom of search results for roof replacement melbourne:
So, if you’re looking for an easy way to expand your keyword list, start with related searches.
It’s free, it’s fast, and it’s right there waiting for you to take advantage of it.
Answer Socrates
I don’t see a lot of people mention this next tool. It’s called Answer Socrates.
It’s a free, hassle-free way of finding questions people are searching about your service or product.
1. Go over to the Answer Socrates website
So firstly, head over to Answer Socrates.
The site is simple to get around, so you can dive right in without any hassle.
Perfect for folks who want to jump straight into the keyword research.
2. Plug in your keyword
Type your seed keyword into the search bar.
What’s a seed keyword, I hear you ask?
The clue’s in the name.
A seed keyword is your starting point — a broad keyword that branches out into all the other keywords you’ll dig up.
It’s the root of your entire keyword strategy.
So, for example, roofing melbourne would be the seed keyword for my Melbourne-based roofing business.
3. Analyse the results
Answer Socrates will brew up a list of questions, prepositions, and comparisons that people are searching for related to your keyword.
Cross-reference the keyword data from Answer Socrates with data from an SEO tool like Ahrefs or Semrush.
On Page SEO
How to set up location pages
Creating good location pages is a great way to attract customers for your roofing business.
Here are a few approaches you can follow:
Pages that target cities
Let’s say you run a roofing business based in Melbourne but also serve customers in Geelong and Ballarat.
Here’s the play: create individual pages for each of these cities.
Why? Because each location page lets you target the keywords that homeowners in those areas are Googling when their roof is leaking or their gutters are falling apart.
Think along these lines:
- roofing services melbourne
- roof repair geelong
- metal roofing ballarat
All of the above keywords would be gold for my Melbourne roofing business.
We’d like to think our customers are neatly clustered in one city, but the truth is, they’re often spread across nearby towns and cities.
So here’s the move: create targeted pages for each of these towns.
By focusing on these specific keywords, you’ll show up in searches when people in these areas are hunting for a roofer.
It’s a practical way to expand your business’s reach while staying rooted in your local focus.
You’re planting your flag in each of these areas so that when the storm hits and the roof leaks, your name is the first one they see.
Of course, you should only target these types of keywords if you can realistically provide roofing services to neighbouring towns and cities.
I once worked with an external wall insulation contractor based in Coventry, UK, but they operated within a 50-mile radius.
Most local service businesses, like roofers, can afford to stretch their boundaries a bit to cater to customers outside of their primary city.
Basic on-page SEO for your roofing company
Remember these tips for your on-page SEO:
Nail the URL
Keep it short, sweet, and to the point: Think of your URL like an address; it should tell people exactly where they’re going.
If you’re doing roofing in Melbourne, your URL should look something like this:
- www.yourroofingcompany.com/melbourne/roof-repair
You also serve Geelong? No problem:
- www.yourroofingcompany.com/geelong/roof-repair
This way, Google knows exactly where to send people, and your customers can find you without any confusion.
Write killer titles and headings
Just because you need to sprinkle keywords into your headings doesn’t mean they have to be dull.
- Write killer titles: Your page title is the first thing people see. Make it pop. Be specific, clear, and slide in that location keyword.
- Example: ‘Reliable Roof Repairs in Melbourne – Your Roofing Business Name.’
Your headings can be both optimised and attention-grabbing — no need to settle for boring.
Let the locals do the talking
Drop in some testimonials from the folks down the street.
Nothing says “we’re the roofing company for you” like hearing it straight from a neighbour who’s already had their leaky roof fixed.
It’s simple: people trust results. Let your happy customers do the talking.
Add ALT text to images
For every image, add descriptive alt text that includes relevant keywords.
Descriptive, SEO-friendly ALT text will improve your website’s accessibility and relevancy for your target keyword:
How to set up Google Business Profile
Complete every section
Fill out every section completely—business name, address, phone number, website, and operating hours.
Use a local phone number to bump up your local SEO.
When you miss out on info you miss out on customers.
An incomplete profile is like leaving the front door open; people can wander in but might not find what they need.
Use posts
Don’t overlook Google Posts.
Use them to share updates, special offers, or helpful roofing tips.
For instance, highlight seasonal promotions like “10% off roof inspections this winter” or share photos from a recent community project to show your involvement.
Collect reviews
After completing a roofing job, ask satisfied customers for a review while the experience is still fresh.
Make it easy by sending a follow-up email or text with a direct link to your Google My Business review page.
For example:
“Hi [Customer’s Name], it was a pleasure working on your roof! If you’re happy with the results, would you mind leaving us a quick review? Here’s the link: [Insert Link]. Thanks so much!”
Always respond to reviews — thank customers for their kind words and professionally address any concerns.
Choose the right categories
Make Roofer your primary category, and add secondary options like Roof Repair or Metal Roofing Contractor.
This helps Google match you with the right customers searching for your services.
Use booking features
If you can, enable online booking.
This makes it easy for customers to schedule your services directly.
The simpler you make it for them, the more likely they are to buy.
How to hire an SEO for your roofing company
So, maybe you skimmed through all that and thought, “Ain’t nobody got time for that.”
If that’s the case, it might be time to call in an SEO.
But here’s the deal — when someone pitches you their SEO services, don’t just nod along like a bobblehead on a dashboard.
Listen carefully, and even more importantly, makes sense.
If some smooth-talking consultant promises your small roofing business in Melbourne will outrank every national competitor by next week, don’t take the bait.
That’s like someone telling you their weekend lemonade stand is about to outsell Coca-Cola.
You need to know what you actually want before sitting down with your SEO.
Here’s the problem: a lot of small businesses say they need SEO, but when you ask them why, they freeze.
They don’t know who they’re trying to attract, what they want those people to do, or why it even matters.
They’re just tossing money at a problem they don’t understand, hoping something sticks.
Spoiler alert: it usually doesn’t.
Yes, you want more people visiting your site. But that’s not all — you want the right people.
The kind who need a new roof, are ready to book a service, and will actually pick up the phone or fill out that contact form (bottom-of-funnel traffic).
Or maybe you’re playing the long game, and you want homeowners to remember your name, think of your business first when their roof leaks, or learn something valuable from your content (top-of-funnel traffic).
What you don’t want are people who land on your site, skim a few lines, and bounce faster than a beach ball in a windstorm.
That’s how you burn through your budget on traffic that doesn’t do anything for your bottom line.
So, do some vetting.
These are the questions you should ask before hiring an SEO:
"What's your pricing structure?"
When it comes to SEO, asking about pricing is non-negotiable.
The way an SEO prices their work says a lot about how they operate and the kind of value they’re bringing to the table.
Most SEOs stick to one of two models:
Retainer-based pricing or one-off packages.
Let’s break it down.
- Retainer-based pricing:
First up is the retainer model.
Think of it like having an SEO expert on speed dial, ready to handle whatever your business needs.
You pay a fixed monthly fee, and in return, you get ongoing support, strategy tweaks, and the peace of mind that someone is actively working to keep your roofing business competitive.
This model is perfect for roofing companies that want consistent, long-term results and someone to guide their SEO efforts every step of the way.
The benefits:
- Consistency: Your SEO is committed for the long haul, keeping your site optimised, updating strategies as your business evolves, and responding to changes in the market.
- Proactive improvements: They’ll regularly monitor your site, catch potential issues before they become problems, and fine-tune your strategy to keep you ahead of the competition.
- Access to expertise: You’ll benefit from their knowledge on a regular basis, gaining insights and strategies that deliver long-term success for your roofing business.
2. One-off packages:
This is perfect for businesses that may not need full-time SEO support but want to tackle specific projects or objectives.
Whether it’s a website audit, a keyword research report, or a content overhaul, you pay for what you need when you need it.
The benefits:
- Cost-effective: If your budget is tight or you’re just dipping your toes into SEO, this option is more manageable.
- Flexibility: You can choose services that align with your immediate goals. If your focus shifts or your budget changes, you aren’t locked into a long-term contract.
- Quick wins: One-off services can often lead to immediate improvements, whether it’s optimising a specific page or revamping your entire site.
"How do you handle reporting and communication?"
When you’re spending hard-earnt cash on SEO services, the last thing you want is to be left in the dark, wondering if your investment is paying off.
So you need to know exactly how your SEO plans to keep you in the loop.
- Reporting:
Reporting isn’t about dumping a spreadsheet full of numbers on your desk that look more like ancient hieroglyphics than useful data.
You need reports that actually tell a story.
A great SEO will break down the data into something meaningful, showing you not just what’s happening, but why it matters for your roofing business.
What to look for:
- Practical insights: The best reports don’t just throw metrics at you; they explain what’s working, what’s not, and what the next steps should be. For example, you’ll learn why a keyword like roof repair Melbourne is bringing in traffic, how your content is performing with users, and where new opportunities might be hiding.
- Custom dashboards: A good SEO will provide dashboards to monitor your site’s performance in real-time. They’ll use these tools to spot issues before they become problems and to make ongoing tweaks to ensure your business stays competitive.
- Contextual understanding: Numbers are just numbers without context. Your SEO should explain the “why” behind the data—like how seasonality, local trends, or competitor activity impacts your performance. They should connect the dots and give you a full picture instead of tossing raw stats your way.
2. Communication:
Now, let’s talk communication.
SEO is an ongoing process that requires regular check-ins and updates.
You want someone who’s proactive in keeping you informed.
What you should expect:
- Regular check-ins: Whether it’s weekly, bi-weekly, or monthly, you should have a scheduled touchpoint to go over what’s been done, what’s coming up, and any adjustments that need to be made. These meetings are your chance to ask questions, get clarification, and steer the strategy if needed.
- Transparent communication: A solid SEO will be straight with you — if something isn’t working, they’ll say so and suggest a pivot. They won’t sugar-coat the challenges or gloss over the setbacks; instead, they’ll involve you in finding solutions.
- Availability: You want an SEO who isn’t a ghost. If you have a question, they should be reachable via email, or even a quick Zoom call. And when they do get back to you, it shouldn’t feel like you’re pulling teeth to get a straight answer.
"How do you measure success?"
When it comes to SEO, measuring success isn’t as simple as watching your roofing website climb the search rankings.
That’s just one piece of the puzzle.
You need to know if the time, money, and effort you’re pouring into SEO are actually making a difference — if they’re driving real, measurable results for your roofing business.
So, when I measure success, I look at a full spectrum of metrics that tell a deeper story about your website’s progress.
Rankings:
Sure, rankings matter.
Seeing your roofing business climb to the top of Google for your target keywords is satisfying — it’s proof that your SEO efforts are working.
But rankings alone? They’re just the tip of the iceberg.
It’s what’s beneath the surface that really drives results.
What I track:
- Target keyword rankings: I’ll monitor how your site ranks for local roofing keywords. This helps us measure how visible you are to local homeowners searching for your services.
- Competitor rankings: I’ll also track how your business stacks up against other roofing companies in Melbourne, ensuring you stay ahead of the competition.
Rankings are important, but they’re only part of the story.
What matters is turning those rankings into clicks, calls, and ultimately, new customers for your roofing business.
And that is how you do SEO for your roofing business.
That’s all, folks.
That’s all he wrote.
Thanks for reading.
