23 Marketing Mistakes Roofers Make – Mistake #5 Chasing Broad Keywords 

Working in the roofing industry for over a decade has allowed Art Unlimited the opportunity to identify the dead giveaways that hurt a business’s marketing. Each week, we’ll be sharing those common mistakes.  

By Art Unlimited. 

Mistake #5 - Chasing Broad Keywords 

This is another aspect of SEO that has been changing the last few years. The rise of mobile users has also generated an increase of the use of personal assistants, such as Siri and Alexa. Using a personal assistant requires asking it a question. “How much does a new roof cost?” “What are the roofing businesses near me?” Because this is how people are searching, you can no longer go after one or two word keywords.  

Keywords like “Roof” or “Roofer” are no longer being used by themselves. People are searching for very specific and conversational phrases, not just one or 2 words. Your keyword research and tracking should include “long tail keywords” such as the questions mentioned earlier. Ranking for searches by voice activation is a huge shift in the way your website content should be written.  

Think about the common questions your customers have all the time. The answers to those questions should be on your website. Google is using common language to answer the questions people ask. Keep your content conversational and avoid using technical roofing terms without explanations. It might look smart to you, but your customers will not be using those words when asking those types of questions.   

Want to see all 23 mistakes now? Download the full e-Book here.