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The roofing SEO company that only does roofing
One trade, one client per metro, no rankings guarantees. Here is how we work, what we refuse to do, and how to check whether any of it is true.
Why a roofing-only agency
Most agencies that take roofing clients also take dentists, lawyers, HVAC companies and gyms. That is a reasonable business — but it means the roofing strategy is a general local SEO template with the trade name substituted in.
Roofing does not behave like other local services. Demand arrives in spikes tied to weather rather than a steady line. A meaningful share of the highest value work comes through insurance claims, which is its own search vocabulary entirely. The map pack takes the urgent intent, so organic position four is not a smaller version of position one. And the purchase is a five-figure decision made by someone who cannot inspect the product, which puts more weight on reviews and certifications than almost any other trade.
You can learn all of that on a general agency's roster. We would rather it was the only thing we had learned.
How we build a campaign
In the same order a roof goes on. Each layer is invisible once the next one covers it, and skipping one is why campaigns leak.
Tracking and measurement
Nothing else is worth doing until you can see what happened. Call tracking, form attribution, Search Console and Analytics configured properly. Most contractors who have been through two agencies still cannot say which page produced which job.
Technical foundation
Crawlability, indexation, site speed, schema, URL structure. Invisible work that nobody thanks you for, and the reason content published on a broken site never ranks.
Google Business Profile and local
Where the water gets in on most roofing campaigns. Categories, service areas, review generation, citation consistency. The map pack takes the highest-intent traffic in this trade and it is decided almost entirely here.
Pages and content
City pages, service pages, storm and insurance content. This is the layer everyone wants to start with, and it only works once the three underneath it are sound.
Authority and links
Suppliers, manufacturers, associations, local press. Last because it is wasted on a site that cannot convert the traffic it earns.
Almost every contractor who comes to us wants to start at the shingles, because content and city pages are the part you can see. Agencies sell it that way for the same reason. It is also why so many roofing campaigns produce a lot of published pages and very few phone calls.
What we commit to
These are the things you can hold us to. They are also the reasons some contractors decide we are not the right fit, which is fine.
We only work with roofers
Not contractors generally. Roofing. Storm seasonality, insurance-claim intent and manufacturer certifications are specific enough that general local SEO leaves money on the table every time.
One contractor per metro
We will not sell the same market twice. If yours is taken you will hear it on the first call, not after a proposal.
No rankings guarantees
Nobody controls Google's results. An agency promising position one is either describing a keyword nobody searches or hoping you never check.
No long contracts
Ninety days to get the foundation in, then month-to-month. If the work is good you will stay because of the work.
We report calls, not impressions
Impressions are not a business outcome. The monthly report tracks leads by source page, map pack visibility across a geo grid, and booked inspections where your CRM will give us the data.
We tell you when it is not working
A flat month reported honestly is more useful than a good-looking chart. If we think a channel is the wrong fit for you, that includes ours.
What we will not claim
This industry has a credibility problem and most of it is self-inflicted. A few things you will not find on this site:
- Percentage growth figures without context. "Traffic up 340%" from a site that had eleven visitors is technically true and practically meaningless.
- Client logos we have not earned. A row of recognisable brand marks with no case study behind them is decoration, and most visitors already assume that.
- Invented review counts or ratings. If we quote a number it will be one you can verify on the platform it came from.
- Guarantees. Nobody controls Google's index. Anyone who tells you otherwise is either misinformed or counting on you not checking.
The trade-off is that our marketing looks less impressive than a competitor willing to make those claims. We would rather be checkable.
How the work gets done
We run deliberately small. One point of contact who actually knows your account, rather than a sales lead who hands you to an account manager who hands the work to someone you never speak to.
That structure caps how many contractors we can take on at once, which is part of why the one-per-metro rule is easy for us to keep. It also means when you ask why a ranking moved, you are asking the person who can answer.
The tools we work in
Nothing proprietary, nothing we would refuse to show you, and no black box you have to take on faith:
- Google Search Console
- Google Analytics 4
- Google Business Profile
- Semrush
- Ahrefs
- Screaming Frog
- Geo-grid rank tracking
- Call tracking
- Looker Studio
You keep access to every account we set up in your name. If we part ways, the Search Console property, the Analytics profile, the tracking numbers and the content all stay with you. Some agencies structure that so the assets leave with them. We think that tells you what they expect the relationship to be worth.
How to vet any roofing SEO agency
Including this one. If you are talking to three agencies, these are the questions that separate them, and none of them are about price.
Ask what they would fix first, before you have paid anything
An agency that answers "content" without having looked at your site is reciting a package. The honest answer for most contractor sites is tracking and Google Business Profile, because that is usually where the damage is. If nobody has crawled your site, nobody can tell you what comes first.
Ask who owns the assets
Search Console property, Analytics, call tracking numbers, the content itself, the domain. Some agencies structure engagements so those leave with them when you go. Ask directly, and ask for it in writing.
Ask what happens in month one
A specific answer is a good sign. "Onboarding and strategy" for four weeks usually means the work has not started.
Ask them to explain a ranking drop they have handled
Everyone has had one. An agency that cannot describe a campaign that went wrong and what they did about it has either not been doing this long or is not being straight with you.
Ask what they will not do
Any agency worth hiring has a list. If the answer is "we do everything", they are describing a sales process rather than a methodology.
Check whether they follow their own advice
Search their own brand terms. Look at their Google Business Profile, their review count, their site speed on mobile. An SEO agency that cannot rank itself is asking you to believe in a skill it has not demonstrated on the one site it fully controls.
Run all six on us. We would rather you did it now than three months in.
What the first six months look like
Concrete, because "it depends" is not an answer you can plan around.
Weeks 1–2
Free audit delivered. Tracking installed and verified — call tracking, form attribution, Search Console and Analytics configured properly. You get a priority list of what we would fix and why, in order.
Weeks 3–8
Technical fixes and the Google Business Profile rebuild. Review generation starts here, because it has the longest runway and the biggest effect on the map pack. This is usually where the first movement shows up.
Months 2–4
City and service area pages go live in priority order, and the content calendar starts — weighted toward whatever your region's storm season is, built ahead of it rather than during it. If you need work coming in while that builds, this is usually where paid search carries the pipeline.
Months 4–6
Authority building: manufacturer and supplier listings, local associations, sponsorships that are real. Part of every engagement rather than a separate product, and worth reading alongside how we sequence the channels. Rankings on the earlier pages should be consolidating by now, and the reporting starts showing lead volume rather than just position changes.
Nothing here is a guarantee of outcome. It is a guarantee of sequence, which is the part we control.
Part of the SEOPals group
Roofing SEOPals is one of several single-vertical SEO brands under the SEOPals name, each working with one industry rather than spreading across all of them. The methodology is shared; the market knowledge is not transferable, which is exactly why the brands are separate.
For flooring contractors, our sister brand is Flooring SEOPals.
Questions we get asked
What makes Roofing SEOPals different from a general SEO agency?
We work only with roofing contractors, so the playbook is built around how roofing demand actually behaves: storm seasonality, insurance-claim searches, map pack dominance and city-level competition. A general local SEO programme covers maybe half of that.
Do you work with more than one roofing company per market?
No. One contractor per metro. If your market is already taken we say so on the first call.
Do you guarantee first-page rankings?
No, and neither can anyone else honestly. What we commit to is a defined scope of work, monthly reporting on leads rather than impressions, and telling you plainly when something is not working.
How long have you been doing roofing SEO?
Roofing SEOPals is part of the SEOPals group, which runs specialist SEO brands across several trades and professional service verticals. The roofing brand applies that same methodology to one industry.
What tools do you use?
Google Search Console, Google Analytics 4, Google Business Profile, Semrush and Ahrefs for keyword and competitor data, Screaming Frog for crawls, geo-grid rank tracking for the map pack, and call tracking for attribution. Nothing proprietary and nothing we would not show you.
What happens on the first call?
We run the free audit first so the call is about your actual site rather than a generic pitch. You get the findings whether or not you hire us.
Start with the audit, not the pitch
We will show you where you rank, who is beating you in the map pack, and what is stopping your site from competing. Free, no commitment, and yours to keep even if you never hire us.
We can save you money on your next roofing project.
Let us help you! We are experts at roofing services, and we offer a full range of repair and upkeep services.