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SEO For Roofing Contractors

As a roofing contractor in Australia, its very important that your businesses website ranks well in online searches. In this guide, we will go over what's required to get started on doing SEO for your roofing business.

What is a roofing contractor, and what do they do?

Before getting into what SEO is for roofing contractors, we first need to know what a roofing contractor is exactly. A roofing contractor (or roofer) is a tradesperson or business of tradespeople who do work on roofs. The types of work that these people do includes installing new roofs, repairing existing roofs, and work on the guttering of all types of roofs. 

One of the main reasons that SEO for roofing contractors has become so competitive is the price of some of their services. To install a new roof, it can literally se you back 10s of thousands of dollars. For this reason, smart business owners have invested in SEO to improve their online positions to be able to get a larger piece of this roofing pie.

What can a roofing contractor do to improve their SEO?

One of the main things a roofing contractor can do to improve their SEO is upgrading the content on their website to give their customers a better understanding of what their business does, the services they provide and so on. So for a roofing contractor, this would mean improving the content of the website to include information about installing new roofs, restoring or repairing old ones or helping with new roof gutters. Upgrading the content also helps search engines understand in more detail what the roofer does in more, and help improve their position in the search results.



Also important for the roofing contractors SEO (or any business for that matter) is having good backlinks connected to their website. This is done so the roofing business increases their level of online authority. When doing backlinks, it’s imperative that only high quality, relevant and legitimate backlinks to their website are done.



As a roofing contractor, some of the first links that you could have done would include local business directories, under the roofing services or home maintenance section. These do not provide that much ‘’link juice’’, but it does help Google and other search engines show that the business is linked into the community well.



Other great backlink opportunities for a roofing businesses website would be ones from training schools and other places that provide education for the industry. A roofing contractor that provides work experience opportunities or apprenticeships to students of a TAFE or other education body can ask them if they are able to provide a link back to the roofing businesses website from theirs. School and .edu websites can provide very high quality backlinks, which can set a local roofing business apart from their competitors, as it shows that even the schools give this particular roofer authority on the subject of roofing work.

Why is it important for roofing contractors to improve their SEO?

It is a well known fact that The best source of new customers for roofing contractors is by far referrals from happy customers.  The existing happy customer who had their new roof installed by the business who is referring their friends and family (or business associates) to your roofing business is literally doing all of the work when in comes to selling your services. Now, what is the next best source of customers? That’s an easy one, SEO.


SEO places your roofing services business in front of potential clients who are actively seeking your services. With advertising on the other hand, people are being bombarded with adverts for your business, when they are busy searching online for other things. This is one of the reasons that SEO for roofing contractors is extremely important if they want to maintain a healthy customer base.


Roofing work is also an extremely competitive industry in local towns and cities across Australia. With a roofing contractor having both individuals and businesses as customers, the industry can be quite lucrative. For example, if a residential customer requires some roofing work done on their home and they are very happy with the customer service and work, and it so happens that they own a business that requires roofing work as well, then they will more than likely use the roofing contractor for their business. Also, its well known that customers will refer a roofing contractor to their friends and family if they are happy with their work, as people generally take safety and customer service very seriously in this field. Its for these reasons that it is extremely important that roofing contractors have their website ranking well in the SERP by using SEO.

Some of The Stages of SEO You Need To Do For Your Roofing Services Businesses

Doing SEO for a roofing services business can be quite complex, however we have broken it down into 4 main steps. They are as follows:

Website Audit

Before any SEO work can be done, an audit of the roofing contractors website needs to be done. This audit consists of:


Technical audit: The technical audit will consist of having the website put through a tool such as Ahrefs or Semrush, and having technical factors analysed such as H tags, redirects, indexability, link profile and so on to see if there are any technical issues that need to be fixed that will hinder SEO efforts.


On Page Audit: The on page audit consists of analysing the actual content of the website to see if there is enough content to satisfy readers and search engines, analysing the meta descriptions to see if they are attracting potential roofing customers, title tags, images and more. Basically, the on page audit relates to the parts of the website that potential customers can see.

Determining whether as a roofing contractor you are targeting a local or national demographic

Before keywords can be selected for the SEO plan for the roofing business, it first needs to be determined who it is that will be targeted by businesses SEO. For example, if the roofing contractor is in a small town like Alice Springs NT, and only services customers in that area, then we know for the next step of planning that the keywords need to include ‘’Alice Springs’’ in them. This is called local SEO. However if the roofing business services the entire country, then the following step is a lot more complex, as there could be many hundreds of keywords used to reach the target demographic.

Choosing appropriate keywords for your roofing services businesses website’s SEO plan

Knowing the target demographic, it’s extremely important that the correct keywords are selected for the roofing contractors SEO plan. As mentioned before, if the business is servicing a local town such as Alice Springs, then the keyword selection can be quite simple.


However if there are multiple service areas, such as cities like Sydney, Melbourne, Brisbane, Hobart, Canberra, Adelaide and so on, then multiple landing pages would need to be created, and relevant keywords would be grouped together to be on the same page. This is done so that each landing page can target a certain area, along with smaller suburbs within that area.


For a roofing contractor that services multiple capital cities, this is very important as they would want to capture as much organic search traffic as possible, to bring in as many new customers as they can. Below is an example of keywords that would be grouped together on a landing page. For this example, the roofing contractor has an office in Sydney, and therefore a landing page has been made for the Sydney office:


Main Keywords: These are the short tail keywords that are the most broad and relate to the term roofing services and the main city, Sydney.


“Roofing Services Sydney”

“Sydney Roofing Services”


Secondary Keywords: These keywords relate to the main city Sydney, roofing services, and also sub services that the business provides.


“Roof Gutter Repairs Sydney”

“Roof Restoration Sydney”

“Roof Repairs Sydney”


Auxiliary Keywords: These keywords relate to smaller suburbs within the main city Sydney that people also search for, that the roofing contractor services.


“Roofing Services North Sydney”

“Roofing Services Barangaroo”

“Roofing Services Surry Hills”

“Roofing Services Darlinghurst”



By incorporating all of the relevant keywords into the content of the landing page, the roofing contractor is essentially telling Google that when people search for a roofing business in all of the areas listed, that it is a good idea to serve the roofing contractors website in the search results.

Listing your roofing services business on Google My Business

It is crucial that all businesses, especially roofing contractors, list their business on Google My Business. This essentially means that when a person searched for roofing services in any given city, the business will be displayed on the map section of the search results. This section of the search results is the first thing people see when searching on Google for a roofing contractor, so if a business can be listen here, they can get a very large amount of traffic.


Being listed correctly in GMB, a roofing contractor can also be found on Google Maps when searching an area for roofing services. Also, the roofing contractors reviews are displayed underneath the business name, so potential customers can see instantly if they have good reviews or not.

What other industries does Extension Group help businesses in Australia with?

Extension Group provide SEO for Australian businesses in virtually all industries, not just roofing contractors. If you have a website and your competitors are ranking higher than you in the SERP, then we can help. Some of the industries that we commonly work with though include (but are not limited to):


Air Conditioning Technicians





Community Organisations





Pest Control


Security Firms

Financial Planners

Law Firms

Solar Panel Businesses


Garbage Collection

Child Care Centres

Auto Mechanics

Private Investigators



Ready to take the next step?

Contact Extension Group to have an obligation free analysis of your website, and start the journey to more customers and more sales!

How To Get Started on SEO with Extension Group

We have a simple 4 step process which we go through with our customers to get set up to help with their SEO. First, we will have a quick 5 to 10 minute chat about your business and what you are looking to achieve with SEO. Then, we will work out a strategy to be able to achieve these results for your business. From there, depending on the product that you have chosen with us, we will assist with the following steps whether it be build you a new website or update your existing one, and then finally once you are making money from your SEO, you can decide whether or not you want to stay with us.


For more information, click here to view how our process works.

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