The question of whether to invest in Search Engine Optimization (SEO) is a legitimate one that many roofing contractors face. But here's a surprising reality check: there are situations where doing roofing SEO doesn't make sense at all. It may come as a surprise, but investing thousands of dollars every month into SEO may not always yield the desired results. How so? Let's dive in.
Why SEO May Not Always Be the Right Option
The primary reason why SEO sometimes isn't the optimal choice boils down to one thing: the number of searches. In simple terms, if nobody is searching for your services in a particular city, then investing in SEO might be a fruitless endeavor. Here's a practical example.
Imagine you are a roofing contractor in Gladewater, Texas. This small town has a population of around 6,000 people. It's a tight-knit community, and several contractors and roofers are already operating there. Naturally, you might consider whether it would be wise to invest thousands of dollars in SEO to appear on the first page of Google search results.
However, the low population of Gladewater presents a dilemma. Realistically, how many of these 6,000 residents will be searching for roofing companies on a regular basis?
The Power of Keyword Research
Thanks to keyword research tools like 'Keywords Everywhere', we don't need to make assumptions. This extension, which every business owner should have installed in their browser, reveals how many people are searching for your services.
If you type in "Roofing Gladewater TX" into Google, the extension reveals the monthly search volume: zero. The same result appears for "Roofing company Gladewater TX" and "Roofing contractor Gladewater TX". The sobering truth is, why would you invest thousands of dollars to rank at the top of search results if nobody is conducting these searches?
Now, this doesn't mean that no one from Gladewater will ever search for a roofer online. But the likelihood of these searches happening frequently enough to justify a heavy investment in SEO is quite low. Instead, it would probably be more effective to invest in Google Guaranteed, where you pay per call instead of per click (Google ads).
Adjusting Your Strategy: Looking Beyond Your Immediate Locality
So, if SEO isn't viable in this context, what else can you do? One option is to look beyond the immediate locality. Let's stick with our Gladewater example. If you zoom out a bit on the map, you'll see the city of Longview, Texas, not far from Gladewater.
Longview is a much larger city, and the monthly search volume for phrases like "Roofing Longview TX" is significantly higher – 210 searches per month. Now, investing in SEO makes total sense. With a proven demand for roofing services, optimizing your website for these search terms could result in significant organic traffic, and therefore, more leads for your business.
Why Demand Is King
Demand is always king in the world of SEO. If you know there are people searching for your services, then it's worth investing in SEO. Ranking high in organic search results means not having to pay Google for every click your website gets.
The best spot to aim for is in the top three in the Google Maps results and in the top results organically. That's where the free traffic is. And remember, every click on an ad costs money – as much as $7.50 per click – whether it leads to a phone call or not.
In conclusion, not all roofing contractors will benefit from SEO, especially those in small towns with low search volumes for their services. Instead of investing thousands of dollars into SEO with little return, these contractors might find more value in targeted advertising or focusing their SEO efforts on larger, neighboring cities where there is a proven demand for their services.
For contractors in larger cities, or those servicing areas with higher search volumes, SEO makes a lot of sense. Not only can a well-optimized website draw in organic traffic, but it can also save significant costs that would otherwise be spent on pay-per-click advertising.
In the ever-evolving digital landscape, it's crucial for businesses to consider the effectiveness of their marketing strategies. When it comes to SEO for roofing companies, a one-size-fits-all approach simply doesn't cut it. A careful analysis of search volumes and market demand is key to understanding where SEO investments will yield the greatest return.
In the end, the goal is to connect with potential customers in the most cost-effective way. Whether it's through SEO, targeted advertising, or a combination of both, a strategic and data-driven approach can lead to significant growth for your roofing business.
So, the next time you're considering investing in SEO, remember: it's not just about getting your website to the top of the search results. It's about ensuring your services are visible to those who are actively searching for them. That's where the real value of SEO lies, and that's when investing in SEO truly makes sense.
In this surprising reality check, we've learned that SEO isn't always the golden ticket for every business scenario. But with a clear understanding of your target market and strategic use of digital tools, your roofing business can thrive in the online world.