Have you ever wondered how Bundren Roofing compares to Quality Commercial Roofing, Longhorn Commercial Roofing, Capital Roofing Construction, and Charter Roofing & Waterproofing when it comes to Google?

This guide will break it down for you!

Before we get into that, let’s establish how important one aspect of succeeding online is. After 7 years in this industry, there is something that no one realizes – no client, none of the people I’ve given talks to. None of them realize how powerful one concept is when you’re trying to succeeded online.

It’s called the LONG TAIL OF SEARCH.

If search Google right now for that term, this is what you will see.

213 MILLION RESULTS! This is nothing new. 😊

Then if you were to click on images you would see thousands of charts that look just like this one:

The spike in search volume is for basic words like “dentist,” “used cars,” “body shop,” “boots,” “painting.” I call these vanity keywords because, at first glance, they seem like what you’d want to rank for, and understandably so, since they often get MILLIONS of searches a month!

But hold on, stick with me.

None of these keywords have any intent! Granted, some of those searches are for somebody looking for a dentist, but that’s not always the case. Sometimes, it’s temp agencies that have employees they would like to place with a dentist. Think of all the companies with products they want to sell to dentists, of spam and robots collecting email addresses and causing mischief, of students that just finished school and are wanting to work for a dentist. The list goes on and on.

The exciting part (and it gets even better, trust me) is that the further you go down this slide of searches, the more LONG TAIL ones you’ll find. These are where you find the INTENT, and they’re easier to rank well!

It’s mind blowing to realize how much opportunity is getting missed by every service business in America that fails to embrace the long tail. Not only is it easier to rank with these kinds of searches, there is less competition (often there is NONE).

This is where 70% of ALL searches are!

The best part is that this holds true REGARDLESS OF YOUR INDUSTRY!

I challenge you. Right now, open a browser and search Google for a common question or frequent problem that your ideal customer might have. I bet you will find:

• NO paid ads (there aren’t enough smart companies trying to compete where they should be).
• There are likely no LOCAL companies. You or your competitors. I have seen this dozens of times and almost without fail, that’s the case.

THIS is where the easy money is!

Take fencing for example. There are a dozen strong fencing companies in Wichita. Many of them have been in business for decades and have huge teams.

The phrase “How long does a privacy fence last” gets thousands of times a month, but when I search for it, not one paid ad and not one local company show up.

Almost without fail, this is where the low hanging fruit is!

Now for the good part. How does this apply to you?

This represent over 500k searches a month for keywords related to “commercial roofing” just in the Houston area! This is a SMALL sample of the total number of keywords people use.

If you test any one of these search terms, you might be surprised that your site or the site of ANY of your competitors show up! (We can help fix that for you.)

AVG. POSITION:       You are NOT showing up on the first page of results for most of the keywords on the above list. On average, your website is #18.

THE GOOD NEWS:

The visibility of your competitors is pretty bad as well. None of these sites have the online content needed to show up high in these searches.

The good news is that there’s even more opportunity for ONE commercial roofing who wants to own that first page of Google!

This guide is going to touch on EIGHT areas CRITICAL to ranking well on Google and how your presence stacks up in each of them.

1. Your profile on Google
2. Your website
3. About page
4. Site speed
5. Reviews
6. Content
7. Backlinks
8. Citations

Let’s jump in!

#1 – Your Profile on Google

Of course, when it comes to having a clear, strong presence on the web, the first place to start is your profile on Google and how it looks.

Is it complete?

Claimed?

Verified?

Good photos added?

Recent posts?

Videos?

Hours of operation listed?

These all make it easy for Google to “see” who you are, what you do, and why you deserve to be #1.

When somebody finds Bundren Roofing on Google, the red box below is often the “face” of your business.

While the current photos on your Google profile aren’t “bad,” with your long history in Houston, I am sure we could be doing a better job of capturing WHY people should be giving Bundren Roofing their business!

Photos currently on your Google profile:

What does a good Google profile look like? Here is an excellent example of the Google profile for Patton Termite and Pest right here in Wichita:

These 105 photos really help to show off their history, their connection to Wichita, and their BIG team of people who all have a great deal of experience at killing pests!

#2 – Website feedback

Your basic website is not doing anything to “sell” your service, but you know that.

I get it. Commercial roofing is largely relationship-based, you aren’t repairing cracked windshields or getting rid of mice, service businesses where showing up at the top of the first page of Google makes or breaks you.

Still, you see the value of a strong web presence to build trust for potential new customers that want to check you out, see examples of your work, and read testimonials.

Personally, I feel like there is a tremendous potential for Bundren Roofing to rank well for keywords like:

These are getting serious search volume and could realistically lead to a chat with an ideal client.

What I would suggest in a website for you:

• Personally, I love this homepage – http://mgiroofing.com/

The site makes it crystal clear who they are, who they serve, and where they are located. People can see that they take pride in their work and handle massive jobs. The site is clean and makes good use of color.

• Clearly, drones have been a real exciting tool for the commercial roofing world 😊 – https://parsonsroof.com/

I really like how they are directing visitors to different types of roofing. This is a HUGE benefit when it comes to ranking well for many different keywords.

Even better example for your industry – https://bakerroofing.com/commercial-roof-replacement/

Of course, showing the logos of industry associations, BBB, Chamber can convey a measure of trust.

Personally, I love showing off logos of actual customers. Images are so powerful. Clearly, Whitco roofing in Atlanta has some serious capabilities if they can boast a customer list like this – http://www.whitcoroofing.com

For some reason, sponsoring a golf tournament and smoking cigars makes these guys great roofers – http://www.premier-roofing.com/

I bet I looked at 150 commercial roofing websites while putting this case study together, and over the years, I’ve looked at thousands across many industries, and this is certainly one of my favorite videos – https://bakerroofing.com/about/

Video is incredibly powerful when it comes to keeping people on your website.

I love the story and history of the business.

Almost without fail, the highest viewed page on all our clients’ websites is their ABOUT page. People want to see they are doing business with real people who take pride in what they do!

I guarantee this entire page is a work horse for this company!

http://www.d-7roofing.com/ – I love the video on this site! Not too long. Not boring. Editing is superb. Moves along quickly. Impactful.

http://www.d-7roofing.com/about/ – this is another excellent video from the same company.

https://www.coredoes.com/ – Wow. This website is a home run. Granted, it’s a big operation with a big staff, but they are nailing it in a lot of the right areas!

• The live chat
• Great design and use of color
• Navigation is clear and helpful
• Tons of useful content
• Spectacular images of the whole team
• Meet the account managers page
• How they do business is explained
• Pages are rich and full

TELL YOUR STORY

Be authentic. Just like Stacey does on Facebook. She is VERY genuine and sincere, and people LOVE that! 😊

Of course, meaningful testimonials can be very powerful, especially from recognizable names in the market you want business in.

https://www.tiptoproofers.com/about-us/testimonials/

However, there is a right way of using testimonials, such as including all the information to build trust. The above example fails in this way: “Operations manager” of what? Real estate manager?

Personally, I have had a lot of success and received great comments from the testimonials on my site. https://matthewrupp.com/what-clients-are-saying/

If you want to get a laugh at a REALLY cheesy video – http://kelcoroofing.com/

I am proud to have helped create gorgeous websites for local companies: Hanna, Fenix, Treescapes, Hensley Insurance, Patton Termite & Pest, Autocraft, and Alexander video productions.

To us, a website is a tool, just like a screwdriver or hammer. Yes, it should look good, but it also needs to:

• Help Google understand who you are, where you are, and why you deserve to be at the top.
• Draw potential customers to your site, provide them VALUE, and lead them to take action (pick up the phone and schedule a free estimate, ask a question, etc.).

#3 – About Page

Your “About” page is INCREDIBLY important, not only to Google but to your potential customers. It’s arguably the most important page of your site. This is where you get to show off “the good stuff.” It’s the place to show what goes on behind the scenes and what makes your team or company great. Your personality. Your commitment to excellence, or your community involvement—the “heart” of what makes your business great.

Almost without fail, the ABOUT page is the HIGHEST viewed page on almost all our clients’ sites.

#4–Site speed

Why is it important?

This one is a no brainer. We have all visited a website and had it load sooooo slowly. You know how quickly you move on when you run into a website like this.

This is definitely one of the EASIEST wins for our clients. It’s amazing what having a snappy website can do for rankings, the amount of traffic, how long visitors stay, and what pages they view.

Does Google provide a free tool that you can use to check the speed of your website?

They sure do! You can visit – https://developers.google.com/speed/pagespeed/insights/

Here’s another free tool that you can use to check your website speed – https://gtmetrix.com/

You are crushing it in this area!

#5 – Reviews

Reviews are invaluable to today’s service-oriented businesses, so it’s hard to overstate just how important this section is!

Customers are becoming increasingly reliant on reviews before making a buying decision!

Facebook and Google are constantly encouraging its users to review businesses they visit and to even become “local guides.”

Reviews are a ranking factor to Google, which means they can impact the amount of traffic a website receives and, ultimately, how many phone calls you receive.

Currently, you have 0 reviews on Google:

We have had tremendous success helping clients collect reviews and would love to share some success stories in this area!

#6 – Content

I have read thousands (probably tens of thousands) of online article about digital marketing, content marketing, SEO, and inbound marketing. I have attended numerous conferences and spoken to incredibly smart industry leaders. I have given dozens of presentations to hundreds of business owners on digital marketing. I have created numerous in-depth case studies exploring the challenges and opportunities in a long list of industries.

Despite all this, if a business owner were to ask me what single piece of advice I had for getting results from the web, I’d tell them just four words. (Three without the extra one thrown in the middle.)

“Answer the damn question”

Think about it. When you have a problem, when was the last time you searched for someone you had to pay to help fix it? (Plumbers, electricians, mechanics, etc.)

Typically, the first thing that gets searched for is a QUESTION.

“Why is there water collecting in the bottom of the dishwasher?”

“Pool cover won’t open”

“How long does a privacy fence last”

“Ideas for a new deck”

“Noisy garage door”

“Sprinklers zones not working right”

“How do I get rid of ants in my kitchen”

You get the idea. The same is true with your industry. It used to be if you had a question about ants in the kitchen, a privacy fence, water in the dishwasher, you turned to the yellow pages. Now people expect to be able to find a video, some kind of shortcut to solve their problem. Then, if they CAN’T find it, then they turn to a professional (after they ask their friends on Facebook who to call).

You have probably heard about the importance of “QUALITY CONTENT” on your website.

But what is quality content?

It’s those questions that people are searching for on Google about your business. Those are the questions you need to be answering on your website! Nobody knows your customers like you do, what they care about and what they don’t. Tapping into THAT is the fastest, cheapest, most direct route to making your phone ring!

I challenge you. Look at your website. The navigation, the content. How well are you answering the questions and pain points your customers are typing into Google? Don’t feel bad if you aren’t. Look at your competitors. I bet they aren’t either. Dominating the first page of Google is really involved, but the great news is you don’t have to be a rock star in 100 different areas you just have to be better than the other guy!

#7 – Backlinks

BACKLINKS are a VERY important factor in showing up at the top of the first page of Google. A backlink is anything you click on website B that takes you to YOUR website. In other words, that site is “linking” to you.

I will explain it this way:

Let’s say Bundren Roofing sponsored an event for a local festival this coming year. You also donated some money to the local football team in exchange for a banner and your name being announced between innings, and you also said something great about Matthew (the guy who created this case study).

In exchange for you doing those three actions, this is what happened:

The folks at the festival added you to the bottom of their website as a sponsor.

The sports team did the same thing.

I love adding new testimonials to my site and always link back to the person who said something nice. This provides “proof” the testimonial is real and helps whoever gave it to me.

If anybody were to click your logo on the Riverfest or Wingnuts website, or your business name on my site, they would have your website open in a new tab of their browser. Those are considered “links” to Google.

To Google, links are basically votes of confidence. The more relevant, authoritative, and local links you have, the “stronger” your website will be. Links are all about QUALITY – NOT QUANTITY.

Using a powerful tool called Ahrefs, we can see you how “strong” your domain is, how many links you have, and a number of other important stats about your online presence.

• DR is your “domain rating,” or how strong and authoritative the bundrenroofing.com domain is. A score of 8 lets us know that something’s preventing your website from having any trust. This could be toxic links from other websites pointing to your site, or technical issues preventing Google from crawling your site.
• Backlinks refers to how many times other websites point to the bundrenroofing.com.
• Referring domain refers to how many individual domains or websites are linking to you. For example, you could have dozens of links pointing to your website all from the same domain, such as an industry association.
• Organic keywords refer to how many keywords you are currently ranking for. Keywords are simply what word or words people are typing into Google that lead them to your website.

Figuring out WHY your DR (domain rating) is so low would be my top priority. That alone could be costing you hundreds of visits every month.

To put it in perspective, here are the results for several other roofing companies:

This is a MASSIVE opportunity for one roofing company, and I guarantee it would pay off BIG TIME.

Backlinks are the single MOST powerful ranking factor there is!

Nobody in Houston is doing well in this area!

#8 – Citations

A citation is simply any mention of your business name, address and phone number anywhere across the web (with or without a link back to your site). The most common sources of citations are the thousands of directories that all claim to have thousands of leads just dying to do business with you (complete BS).

Citations are important to your rankings, traffic and ultimately phone calls because Google is looking for CONSISTENCY among the hundreds (sometimes thousands) of references to your business.

If business A tells Google that they are located at 123 N. Main in Wichita, KS., and there are 80 references of them being on Washington, and 30 on Crestway, and 40 more on Main but with a different phone number – this doesn’t inspire much confidence that this is a reputable business doing what they say.

Currently, Bundren Roofing has a citation score of 6/100. This is how many citations through the top directories are complete and accurate.

Only 1 of the top citations is correct and 2 have errors

Summary

Google profile – Your profile is claimed but there are only two photos.

Website –

About page – Opportunity

Site speed – Doing great in this area!

Reviews – 0 reviews on Google is a concern and we would love to show you a few ways to increase this number.

Content – The content on your website is very thin (as you know). Creating content around the keywords that your potential customers are searching for is a huge opportunity for you!

Backlinks – Your backlinks aren’t high but you have more than the other local companies! 😊

Citations – These build trust and make it easy for Google to see who you are, where you are, what you do and that you are good at it. When your citations show different names, addresses, phone numbers this hurts that trust. Your score of 6/100 is a red flag for sure!

The potential to increase your online visibility, rankings, website traffic and make your phone ring is tremendous.

Search Engine Optimization (SEO) is all about TRUST. We need to make it easy for Google to see why Bundren Roofing is the best roofing company in all of Houston!

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 So, who am I and how do I know we can help you?

Back in 2010, I owned a local service business right here in Wichita. I hired several companies to help us come up high on Google, but I might as well have been throwing my money out the window. I got fed up and spent months figuring out how to do it myself. I applied what I learned to my business website and managed to increase our sales by almost 40% a year for the next 3 years in a row – while spending less and less on “traditional” advertising. That led to helping a couple of friends and eventually getting out of the party rental business and into helping local service businesses, like yours, make the phone ring.

Today, I run an exclusive agency in Wichita. I say exclusive because we only work with clients we are a great fit with and we only work with ten clients at a time. Our clients aren’t just a number to us.

A few of the companies we’ve worked with include Autocraft, Fenix Heating & Air, Patton Termite & Pest, Cambridge Family Dentistry, Treescapes, Hanna Heating and Cooling, US Logo, Overhead Garage Door, Decker Electric, and Trinity Rental.

I have also presented to hundreds of business owners at Million Cups, WSU, Center for Entrepreneurship, Chamber of Commerce, Kansas Family Business Forum.

Read more about us here.

LET’S CHAT

I get it. You could care less about links, citations, useful content and any of this (none of our clients do). You want the phone to RING. You know the web is important and you need somebody smart, that you trust, to help carry the ball and make things happen.

That’s what we do.

We only work with ten clients at a time and are very selective. We don’t do cookie cutter solutions or surface work. We dig deep and make things happen for our clients.

If you would like to have a chat and see if we are a good fit, you can reach me at 316-312-8181 or localseo@matthewrupp.com

Have a fantastic day!

Matthew

A few of the kind words said about us:

“I want to express how pleased I am with Matthew Rupp of Matthew Rupp Consulting. He and his company recently redid our old web site (Cambridge Family Dentistry located in Wichita, KS). Wow, were we ever pleased. Matthew is smart, easy to get along with, a hard worker, and knows his stuff. I would highly recommend him to any person who wants to see their Internet business take off and bring in more customers.”

Dr. M Dean Wright
President and Founder
Cambridge Family Dentistry

“4Media is a media buying service. We are essentially the gatekeeper for our clients marketing budgets. I found Matthew after 4 years of searching for somebody smart, reliable, and ethical to help our clients with their digital needs. When it comes to web design and SEO I just don’t think you can beat the model Matthew brings to the table. He stands behind his work and has a way of delivering value every day. When you talk about online marketing and web design it can easily drag out for months and begs for leadership, Matthew brings that leadership to the table. He just makes the process easy and effective.”

Mike Macomber
4 Media Advertising

“Matthew is creative, authentic, and truly cares abut his clients success. His passion for what he does comes across in everything he does. We have seen a noticeable increase in business since we began working with him. “

Gina Terry
Director
Mount Hope Nursing Center

“I really enjoy our monthly meetings with Matthew. He brings a fresh perspective and a great deal of value to the table. I was really surprised at how thorough Matthew has been in all his interactions with Auto Craft. He is truly a part of the team.”

Jaden Randle
Vice President
Auto Craft Collision Repair

“With Matthew you don’t just get a website, you get a relationship. Matthew and his team have done a great job driving traffic to our website.”

Dave Martine
Owner
Treescapes

“Matthew’s extensive knowledge of web and S.E.O., along with the fresh perspective he brought to the discussion, proved to be just what our team of creatives needed. Our new website reflects many of his insights and the performance continues to grow. My hats off to Matthew Rupp Consulting!”

TJ Smith
President
US Logo, Inc.