With roughly 100,000
roofing businesses across the United States and no single company dominating the market, standing out online is more important than ever. Homeowners today turn to Google when they need a roofer. Appearing at the top of Google for the phrases your customers are searching can be key to earning their business. That’s why understanding and using the right roofing SEO keywords is critical for any contractor looking to generate consistent leads.
Roofing SEO Market Overview
Most roofing customers start their journey with a Google search, whether they have a sudden leak or are planning a new roof installation. Competition in this field is mostly local, so a small roofing company can outrank bigger rivals with the right niche keywords. Focusing your SEO strategy on the terms people actually use (from urgent fixes to specific materials) will help your business connect with more local clients.
Problem-Based Roofing Keywords
Problem-based keywords are search terms that describe specific roofing issues or emergencies. These are the phrases people type in when something goes wrong (like a leak, storm damage, or another urgent repair). Targeting these terms is crucial since they often come from searchers who need immediate help. If your website directly addresses these problems, you’re more likely to connect with homeowners who need a fast solution.
“When a homeowner faces a roofing emergency, they grab their phone and search for help immediately. Targeting urgent problem keywords helps your business show up at the exact moment clients need a fast solution.” — Emulent Marketing Strategy Team
Common Roofing Problems and Search Phrases:
- Leaky Roof Repair: Homeowners with a leaking roof often search phrases like “roof leak repair near me.” Targeting this keyword connects you with clients who need urgent fixes for water damage.
- Storm Damage Restoration: After a storm or hail, people search for “storm damage roof repair.” Creating content about emergency tarping and insurance claims will attract homeowners dealing with weather-related damage.
- 24/7 Emergency Service: Roof problems can happen at any hour. Many homeowners search “24-hour emergency roof repair” when a crisis strikes at night or on a weekend. Ranking for these keywords can win you calls from customers who need help outside normal hours.
Sample Monthly Searches for Problem-Based Keywords (U.S.):
| Keyword |
Avg. Monthly Searches (US) |
| Roof leak repair |
1,600 |
| Emergency roof repair |
6,600 |
| Hail damage roof repair |
500 |
Material-Based Roofing Keywords
Material-based keywords focus on specific roofing materials homeowners may want. These terms range from popular options like asphalt shingles and metal roofing to niche products like slate tiles or cedar shakes. By targeting these keywords, you can attract customers researching a particular kind of roof while demonstrating your expertise in those systems. This approach also positions your business as a specialist for certain roofing solutions.
“When you specialize in a roofing material such as metal or slate, using those keywords can position your business as the go-to expert. Homeowners searching for a specific material are often ready to hire a specialist who can deliver exactly what they want.” — Emulent Marketing Strategy Team
Popular Roofing Material Keywords:
- Metal Roofing: Homeowners interested in durable, long-lasting roofs search for terms like “metal roofing” or “metal roof installers.” Targeting these keywords can attract high-value projects, since metal roofs are a major investment for long-term value.
- Asphalt Shingle Roofing: Asphalt shingles are the most common residential roofing material. People often search “asphalt shingle roof replacement” when their roof is aging. Including these terms helps you reach the many homeowners who need this familiar, affordable option.
- Flat Roof Systems: Owners of commercial buildings or homes with flat sections might look up “flat roof repair” or “flat roof installation.” Using flat-roof-specific keywords lets you market to clients who need expertise in materials like TPO or EPDM membranes for flat roofs.
Sample Monthly Searches for Material-Based Keywords (U.S.):
| Keyword |
Avg. Monthly Searches (US) |
| Metal roofing |
100,000 |
| Asphalt shingles |
12,000 |
Service-Specific Roofing Keywords
Service-specific keywords are the terms for the exact services a roofing company offers, like repairs, replacements, or inspections. These terms usually have strong commercial intent, because someone searching “roof repair” or “roof replacement” is typically looking for a contractor to do the job. Every primary service should have its own page on your website so you can directly address what searchers need and turn visitors into leads. Cover all your key services with relevant keywords and potential customers will find you whether they need a small fix or a full roof replacement.
“When someone searches for a specific service like ‘roof replacement,’ they’re likely ready to hire. Make sure each core service has its own dedicated page on your site. This helps capture those ready-to-buy customers right when they’re searching for help.” — Emulent Marketing Strategy Team
Key Roofing Services and Keywords:
- Roof Repair: This is one of the most common searches, as many roofs eventually need fixing. Terms like “roof repair near me” indicate an urgent request. Having a dedicated roof repair page can convert these high-intent visitors into customers.
- Roof Replacement: Homeowners planning a major project often type in “roof replacement cost” or “new roof installation.” By highlighting your roof replacement services (and even providing cost estimates or financing options), you can attract serious customers comparing their options.
- Commercial Roofing: Businesses and property managers use phrases like “commercial roofing contractor” or “flat roof maintenance” to find roofing partners. Including commercial roofing keywords and case studies on your site allows you to reach commercial clients who need large-scale roofing work or regular maintenance.
Sample Monthly Searches for Service-Based Keywords (U.S.):
| Keyword |
Avg. Monthly Searches (US) |
| Roof repair |
90,000 |
| Roof replacement |
30,000 |
Roofer Keyword Research Tips
Effective roofer keyword research combines your local expertise with insights from SEO tools. The goal is to discover the terms your potential customers are using, so you can tailor your website content and ads to match. Rather than guessing, use brainstorming plus data to build a strong keyword list. Here are some strategies to guide your research process:
Steps for Effective Roofer Keyword Research:
- Brainstorm Your Services: Begin by listing all the services and materials you offer (e.g., shingle repair, metal roof installation, gutter replacement). These are your starting “seed” keywords reflecting what your business does.
- Use Keyword Tools: Use free tools like Google Keyword Planner or Ubersuggest to expand this list. These tools suggest related search terms and show monthly search volumes, so you can see which phrases are popular locally.
- Include Location Keywords: Always pair your main keywords with local identifiers such as your city or region. “Denver roof replacement” is one example. Most roofing customers search locally, so targeting location-based terms is crucial to get in front of nearby clients.
Conclusion
Focusing on the right SEO keywords (covering everything from emergency repair issues to specific materials and services) can boost your visibility to potential customers. Incorporating these targeted keywords into your website content helps you connect with homeowners when they need you. The Emulent Marketing Team specializes in helping roofing companies succeed with SEO. Contact our team if you need help with roofing SEO – we’ll work with you to turn online searches into real leads for your business.
Frequently Asked Questions
- How do I find the best roofing SEO keywords for my business? Start by listing all the services you offer and the problems you solve. Then use keyword research tools (like Google Keyword Planner) to find related search terms and see how often people search them. Focus on keywords that match your services and have solid search volume in your area.
- What are long-tail roofing keywords and why are they important? Long-tail roofing keywords are longer, more specific phrases. They have lower search volume but often reflect a very specific need or intent. Targeting long-tail terms helps you reach highly motivated customers with less competition.
