The 5 most common roofing SEO mistakes.
- 10 August 2026
- General
- 8 minute read time
Chasing customer payments. Ladder not quite reaching. Rain hampering work again.
As a roofer, you face a multitude of challenges every day, so the last thing you want is further problems with your website to add to your never-ending list. However, many of the roofing websites we see here at Advance Online share several SEO mistakes that are costing valuable leads.
So, if your roofing website is not performing quite as you imagined, here are five of the most common mistakes you might be making.
5 Common SEO Mistakes Roofing Companies Make
1. Poor keyword targeting
Keywords underpin your SEO and are the building blocks of any successful website. Ensuring you target the right type of keywords is essential, as targeting those that are either too competitive or not competitive enough will only lead to poor rankings and low traffic…
High search volume keywords are appealing due to the amount of traffic they can generate, but actually ranking for these is often incredibly difficult. For example: ‘roofer in London’.
The competition for such keywords is going to be fierce, so the likelihood that anyone finds your business with this approach is low.
At the other end of the scale, aiming for those keywords with low competition might seem an easy win, right? But unfortunately, they’re low for a reason.
While targeting these types of keywords might get you a prime spot on the first page of Google, the number of users actually searching for such a term isn’t going to bring your website much traffic.
When it comes to the best keywords, getting the balance right by targeting those in the middle should be your plan. For example: ‘Roof repairs in Guildford’
This is the sweet spot. The type of keywords that bring in good traffic but aren’t going to be targeted by anyone other than local competition.
And remember, while targeting the right keywords is important, the surrounding words are just as vital. Ensuring content is actually informative and provides the user with the answer they were searching for is critical. Simply stuffing a webpage with relevant keywords will only see your website be penalised.
2. A slow website
When the rain is pouring in through a potential customer’s roof, they’re not going to hang around waiting for a slow website to load.
So, while a sluggish website creates a poor first impression, it’s also a key ranking factor that negatively impacts your visibility. The reason for this delay in a website loading is often the result of several factors, including everything from poorly optimised images and videos to web servers not being able to handle the workload.
Conducting regular audits will help you keep on top of such problems and ensure your website performance isn’t leaving you behind.
3. A lack of on-site optimisation
From informative title tags to internal links that actually go somewhere, properly optimising your on-site content is vital for ensuring Google actually knows what it’s looking at.
Key things to look for include:
- Thin content – Won’t stand up to your competitors’ websites.
- Missing or duplicate title tags and H1s – Unclear title tags and headers are just going to further confuse and impact ranking.
- Keyword stuffing – Can be penalised by Google as spam and users won’t want to read poorly written content.
- Missing internal links – Without internal linking, your site lacks structure.
- Keyword cannibalisation – Two pages competing for the same search terms is just going to weaken both.
- Poor CTAs – You’ve got a potential customer on your site, but where are you directing them?
- Overusing stock imagery – Stock imagery has its time and place, but too much shows a lack of unique content, and Google can tell.
- Lack of contact information – Trust is essential, and having visible contact information goes a long way to building that.
4. Low-quality backlinks
When it comes to backlinks, the key rule is quality, not quantity.
A few good local and industry backlinks signal that your website’s content is valuable (and worth linking to in the eyes of the other website). Quality backlinks also contribute to your website’s EEAT (Experience, Expertise, Authoritativeness and Trustworthiness), a key metric Google uses to analyse content.
When other sites link to yours (via backlinks), it signals to search engines that your business can be trusted. The better and more relevant the link, the stronger the signal and the higher the ranking.
Types of backlinks to aim for and ones to avoid include:
5. Neglected Google Business Profile
Google Business Profiles (GBPs) are increasingly important when it comes to SEO, as Google evaluates the consistency between your website and your profile.
An incomplete, inaccurate or poorly reviewed profile harms rankings and erodes customer trust. Key indicators of a poor profile include:
- Not enough reviews
- No photos
- Inaccurate opening hours
- Incomplete service section
- Missing description
- No posts or Q&A
Make sure your profile has all the right information, keep it regularly updated and encourage customers to leave reviews.
Common roofing SEO mistakes: final thoughts
We know that as a roofer, your website’s SEO is often far from being a priority (or even a priority at all). However, by recognising and correcting a few key mistakes, you can get your website hitting those top-ranking spots on the first page of Google and above your competitors.
We’ve fixed the SEO for roofers across the UK, boosting their website’s visibility and generating thousands of calls. If you want to receive a bespoke, no-obligation quote, book a meeting with one of our team. We would love to hear from you.
Want to find out how we can help your roofing business?
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Book a call with one of our team to understand how we can help your business get more calls for less stress.
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