When it comes to growing a roofing business online, SEO is essential—but not all SEO is created equal. For roofing companies, there’s a big difference between traditional SEO and local SEO. Knowing which one to focus on (and when) can make the difference between showing up for customers in your neighborhood—or getting buried beneath national competitors.
In this article, we’ll break down exactly how local SEO differs from traditional SEO for roofers, why local search matters more, and how to use it to generate consistent, high-quality leads in your service area.
What Is Traditional SEO?
Traditional SEO focuses on optimizing a website to rank for broad, high-volume search terms on a national or global scale. It includes practices like:
- Keyword research and content creation
- On-page optimization (titles, headings, meta descriptions)
- Technical SEO (site speed, mobile-friendliness, schema markup)
- Backlink building to increase domain authority
For example, a roofing supply company that ships nationwide may want to rank for terms like “best roofing shingles” or “metal roof materials.” These searches aren’t tied to a specific location—and that’s what traditional SEO is built for.
What Is Local SEO?
Local SEO, on the other hand, is all about optimizing your online presence to show up in location-based searches—like “roof repair near me” or “roofing contractor in [city].”
It’s designed specifically for service-area businesses like roofing companies that operate in a defined geographic area and rely on local customers.
Key local SEO components include:
- Google Business Profile optimization
- Local citations and directory listings
- Service area pages and geo-targeted keywords
- Online reviews and local backlinks
Want a deep dive into what makes local SEO effective for roofers? Check out What Is Local SEO and Why Is It Important for Roofing Companies?.
Key Differences Between Local SEO and Traditional SEO for Roofers
1. Target Audience
Traditional SEO: Targets users searching from anywhere in the country or world.
Local SEO: Targets users searching from your city, zip code, or region.
For a roofer, showing up in local searches is what drives calls and booked inspections. Ranking nationally doesn’t help if you can’t service that customer.
2. Keyword Strategy
Traditional SEO keywords:
- “how to install asphalt shingles”
- “roofing materials comparison”
Local SEO keywords:
- “roof repair in [city]”
- “emergency roofer near me”
- “best roofing company [zip code]”
Local SEO uses location-specific modifiers to ensure your roofing company ranks for the searches that matter most—those with buying intent in your service area.
3. Google Map Pack Rankings
Traditional SEO: Focuses on organic listings below the map section.
Local SEO: Aims to rank in the Google Map Pack—the top 3 businesses that show under the map on local searches.
Ranking in the Map Pack significantly increases clicks, calls, and website visits. It’s prime real estate, especially for mobile users searching on the go.
4. Google Business Profile Optimization
Traditional SEO has little to do with Google Business Profiles. But for local SEO, it’s everything.
Your Google Business Profile needs to be fully optimized with:
- Accurate name, address, and phone number (NAP)
- Business categories and service areas
- Photos and videos of your work
- Customer reviews and responses
- Posts and updates to keep the listing active
This profile powers your appearance in local search and Google Maps. If you’re not showing up there, you’re missing out on high-intent leads.
5. Content Focus
Traditional SEO: Focuses on general roofing education, long-form blog posts, and nationwide appeal.
Local SEO: Focuses on geo-targeted service pages and location-specific blog content, such as:
- “What to do after a hailstorm in [City]”
- “Best roofing contractors in [Neighborhood]”
- “How much does a roof replacement cost in [County]?”
This content helps you rank in local searches while building authority in your market.
6. Backlink Strategy
Traditional SEO: Seeks backlinks from national blogs, media, and industry sites.
Local SEO: Focuses on links from local directories, chambers of commerce, event sponsorships, and neighborhood blogs.
These local links boost your relevance in your area—something national links can’t do on their own.
7. Review Signals
Traditional SEO: May include testimonials but doesn’t rely heavily on them.
Local SEO: Depends on frequent, high-quality Google reviews to build trust and signal credibility to both Google and potential customers.
Responding to reviews and encouraging happy customers to leave feedback is critical for improving your local rankings.
Which SEO Strategy Should Roofers Focus On?
For most roofing companies—especially those serving a specific geographic region—local SEO should be the priority.
Traditional SEO can be valuable for broader content and long-term authority building, but if your goal is to book more jobs in your city or county, local SEO is where the real lead generation happens.
In fact, local SEO pairs perfectly with Google PPC campaigns, allowing you to capture both paid and organic traffic from high-intent searchers in your area.
How HOWL Helps Roofers Win Locally
At HOWL, we specialize in local SEO for roofers who are ready to dominate their market without wasting time on outdated tactics. Our system includes:
- Google Business Profile optimization and management
- Localized service area pages and blog content
- Review generation and reputation management
- Local link building and citation cleanup
We help you get found by the right homeowners at the right time—whether they’re on Google Search, Maps, or browsing on mobile.
Final Thoughts: Local SEO Isn’t Optional—It’s Essential
While traditional SEO has its place, local SEO is what drives real results for roofing companies looking to grow within their communities. It helps you stand out in local searches, build trust with homeowners, and generate consistent, high-quality leads that actually convert.
Apply to work with HOWL and let us build you a local SEO strategy that gets your roofing business ranked, called, and booked—right where it counts.