Trends
What’s New with SEO?
by Heidi J. Ellsworth, Owner, HJE Consulting
(Editor’s Note: Heidi J. Ellsworth, a graduate of the University of Portland, has been working in the roofing industry since 1993. Having held positions with EagleView® Technology Corporation, Carlisle® Construction Materials, Eco-Star™, and Malarkey Roofing Products®, Ellsworth is now the founder of the roofing-focused marketing firm, HJE Consulting Group. She is also the author of “Sales and Marketing for Roofing Contractors,” a guide for small businesses in the roofing industry.)
In an industry that is still on the edge of true technology adoption, there are many companies that are still struggling with finding solutions for websites, digital marketing, and the big mystery, Search Engine Optimization (SEO). SEO is the practice of improving a website’s content and structure to increase its visibility in search engine results. The goal of SEO is to help search engines understand a website’s content and to help users find the site through search engines.
In 2024, the SEO landscape for roofing companies became more competitive and sophisticated, requiring strategic adaptations to stay ahead. As an industry, we are seeing several SEO consultants and companies active with roofing companies, helping them to improve their websites and SEO. Roofing businesses need to employ cutting-edge SEO practices to stay competitive. It means improving visibility, ranking higher in search engines, and converting more traffic into paying customers.
Here are key areas and actionable strategies for improving roofing SEO in the new year. As always, if these are not items that you can address internally, look for companies with roofing experience. It will save you time and money overall.
Topical Authority
One of the major SEO trends this year is topical authority. Google® now prioritizes websites that demonstrate deep expertise and thorough coverage of specific topics. For roofing businesses, this means building a content library that comprehensively covers various aspects of roofing, such as materials, common issues, seasonal maintenance tips, and even regional climate considerations.
According to WordStream, an online advertising service, by crafting detailed, high-quality articles and blog posts around roofing topics, businesses can establish themselves as authoritative resources in their niche. This goes beyond just using the right keywords. Google rewards websites that provide value, answering questions that potential customers are searching for. To implement this strategy, look at developing content around subtopics within the broader roofing niche like comparing different types of roofing materials for owners to consider. All content should be regularly updated to keep it fresh and relevant, in this way Google can view your site as active and authoritative.
Local SEO for Roofing Companies
For service-based businesses like roofing, local SEO is crucial. Most homeowners or property managers search for local roofing contractors, so ranking highly in local searches can directly drive leads. Local SEO has expanded beyond just adding location keywords to your website content. Roofing companies need to optimize several key elements including regularly updating your Google My Business (GMB) profile with accurate business hours, location, and services and, as always, positive reviews on your GMB listing play a vital role in ranking locally.
AI-Generated Content for Scalability
AI has revolutionized content creation in SEO. Roofing companies can now leverage AI tools to generate blog posts, FAQs, or even landing page content in a fraction of the time it once took. According to WordStream, while AI-generated content can enhance productivity, it’s essential to ensure the quality of the content. Google’s algorithms can penalize content that is low quality or solely designed to manipulate search rankings
To make the most of AI, use it to generate content ideas or create outlines, but be sure to take the time to review it for accurate terminology and messaging. You want your content to be authentic and accurate. The key to success is treating AI as a productivity tool, not a replacement for the nuanced, experience-driven content that customers expect from a service provider.
Video SEO
In 2024, videos continue to see exponential growth and video SEO is another powerful strategy that roofing companies should leverage. According to Semrush, a platform for managing online visibility, videos engage users and keep them on your site longer, which signals to Google that your site is valuable. Furthermore, platforms like YouTube® continue to be important for search engines. For roofing businesses, video content should include tutorials and How To videos, customer testimonials and before-and-after footage of roofing projects.
Website Optimization & User Experience
SEO isn’t just about content. Website optimization plays a huge role in how well your site ranks. Roofing companies need to ensure their websites load quickly, are mobile-friendly, and offer excellent user experience. Again according to Semrush, Google places a lot of emphasis on user experience metrics, such as Core Web Vitals, which assess loading times, interactivity, and visual stability.
To optimize your site, be sure your website developers are compressing images and use caching tools to speed up page load times. High-resolution images are essential for showcasing roofing projects, but slow load times can hurt your rankings. Also be sure to ensure your website is fully mobile-optimized. Many users will be searching for roofing services on mobile devices, so your site needs to look and function well on smartphones. A well-optimized, user-friendly site is more likely to engage visitors, leading to higher conversions and better SEO performance.
Looking towards 2025, roofing companies need to adapt to evolving SEO practices to maintain their competitive edge. By focusing on topical authority, local SEO, video content and AI tools, companies will be able to stay competitive in the SEO race. Be sure that you also work with your website developers for technical optimizations like fast load times and strong backlinks, to improve both your search rankings and customer engagement. SEO is not just about attracting traffic, it’s about ensuring that the right audience finds you and becomes loyal customers. Implementing these advanced SEO strategies will help roofing companies turn prospects into patrons and remain at the top of search results.
