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The RCAT Guide to SEO, Part 2: Keyword Research Note: If you haven’t read Part 1 of The RCAT Guide to SEO, we recommend starting there. Part 1 provides a general overview of SEO and why it’s important for roofing contractors. When you hire a marketer or SEO specialist, their first question will be about the customers you're trying to reach. Keywords are how they translate your services into what customers are actively searching for online. But what exactly are keywords, and why do they matter for your roofing business? Keywords are the terms and phrases potential customers type into search engines when looking for services. For example, a homeowner in Texas might search for “roof repair near me” or “metal roof installation” when they need help. These phrases act as the bridge between your business and the customers searching for solutions. For roofing contractors, keywords drive traffic to your website, generate leads, and increase your online visibility. Without the right keywords, your site may never appear in front of the people actively searching for your services. Keywords help ensure that when someone needs roofing services, they can find you instead of your competition. Let’s be clear: we’re not expecting you to dive into SEO tools or start keyword research yourself. That’s the job of your marketing team or SEO specialist. The purpose of this guide is to give you enough knowledge to understand how keywords work, why they’re critical, and how to collaborate effectively with your team. By asking the right questions and setting clear goals, you can ensure your SEO strategy aligns with your business objectives and delivers measurable results. The Basics of Keyword Research Keyword research is the process your SEO team uses to identify the words and phrases potential customers type into search engines when they’re looking for services. Think of it as a matchmaking process—connecting your services with the language customers use to find them. For example, a homeowner might search for “roof repair near me” or “metal roof installation.” By incorporating these terms into your website and content, your business becomes more visible to search engines like Google, increasing the likelihood that customers will find you. Why It’s Important for Roofers. For roofing contractors, keyword research is essential because it ensures your services align with what customers are actually searching for. Without the right keywords, even the best-designed website can get lost in the vastness of the internet. Keywords help focus your marketing efforts, targeting people who are actively looking for the services you offer. This strategy doesn’t just save time—it also maximizes the return on your digital marketing investment by directing traffic to your site from people already interested in your business. How It Helps You Collaborate with Marketers. Understanding the basics of keyword research helps you have more productive conversations with your marketing team. It allows you to ask smart questions, such as, “Are we targeting the right keywords?” or “How do we prioritize terms that lead to more leads and conversions?” This knowledge also helps you set realistic goals and track the progress of your SEO campaigns. While you’re not the one doing the research, knowing the process ensures your partnership with your marketing team is aligned and results-driven. It’s about being informed enough to trust the strategy and hold everyone accountable to your business goals. Types of Keywords You Should Know About. Keywords come in different shapes and sizes, each serving a unique purpose in your overall SEO strategy. While you won’t be handling these keywords directly, understanding their differences can help you communicate effectively with your marketing team and prioritize your goals. Here are the three main types of keywords roofing contractors should know about: Short-Tail Keywords These are broad, general terms like “roofing,” “roof repair,” or “roof replacement.” They have high search volumes, meaning many people are searching for them, but they’re also extremely competitive. Think of short-tail keywords as the big players—they’re foundational for general awareness campaigns but aren’t always the easiest to rank for without significant resources. Example: A term like “roofing” might bring in lots of traffic but doesn’t indicate what the user specifically needs. These keywords are often best targeted through ads or comprehensive content that establishes your authority. Long-Tail Keywords These are longer, more specific phrases like “how much does a metal roof cost in Dallas” or “best residential roofing contractor in Houston.” While they have lower search volumes, they reflect higher intent—users searching for these terms are more likely to take action. Long-tail keywords are often the focus of blogs, FAQs, and detailed service pages because they address specific customer questions. Example: A homeowner searching for “how to spot hail damage on a roof” might be in the early stages of deciding to hire a contractor. Providing answers to these queries builds trust and positions your business as a reliable resource. Local Keywords For roofing contractors, local keywords are essential because they target customers in your specific service areas. These include geographic terms like “roof repair Austin TX” or “emergency roof repair near me.” Local keywords are highly actionable—searchers using these phrases are often ready to hire immediately. Example: Someone typing “storm damage roof repair Dallas” likely needs urgent help. These keywords are especially effective when paired with ads or directory listings, such as Google My Business or local review platforms. Summing Up Keywords Each type of keyword plays a role in driving traffic, but they require different strategies to target effectively. While we’ll dive deeper into topics like ads and directory listings later in the series, for now, keep in mind that your marketing team uses these keyword types to balance awareness, engagement, and conversions. Understanding these basics will help you better evaluate their recommendations and results. Why Understanding Keywords Matters Keywords are the foundation of any successful SEO strategy. While you probably won’t be conducting the research yourself, understanding how keywords work empowers you to collaborate effectively with your marketing team. This knowledge helps you set clear expectations, ask informed questions, and evaluate the progress of your SEO efforts, ensuring your investment delivers results. By grasping the basics of short-tail, long-tail, and local keywords, you can better align your goals with the strategies your marketing team implements. It’s not about becoming an SEO expert—it’s about being an informed business owner who knows what success looks like. In the next part of The RCAT Guide to SEO, we’ll dive into Local vs. National SEO for roofers. We’ll explore how your business model impacts your strategy and what you need to know to target the right audience effectively. Stay tuned!
Note: If you haven’t read Part 1 of The RCAT Guide to SEO, we recommend starting there. Part 1 provides a general overview of SEO and why it’s important for roofing contractors.
When you hire a marketer or SEO specialist, their first question will be about the customers you're trying to reach. Keywords are how they translate your services into what customers are actively searching for online. But what exactly are keywords, and why do they matter for your roofing business? Keywords are the terms and phrases potential customers type into search engines when looking for services. For example, a homeowner in Texas might search for “roof repair near me” or “metal roof installation” when they need help. These phrases act as the bridge between your business and the customers searching for solutions. For roofing contractors, keywords drive traffic to your website, generate leads, and increase your online visibility. Without the right keywords, your site may never appear in front of the people actively searching for your services. Keywords help ensure that when someone needs roofing services, they can find you instead of your competition. Let’s be clear: we’re not expecting you to dive into SEO tools or start keyword research yourself. That’s the job of your marketing team or SEO specialist. The purpose of this guide is to give you enough knowledge to understand how keywords work, why they’re critical, and how to collaborate effectively with your team. By asking the right questions and setting clear goals, you can ensure your SEO strategy aligns with your business objectives and delivers measurable results.
Keyword research is the process your SEO team uses to identify the words and phrases potential customers type into search engines when they’re looking for services. Think of it as a matchmaking process—connecting your services with the language customers use to find them. For example, a homeowner might search for “roof repair near me” or “metal roof installation.” By incorporating these terms into your website and content, your business becomes more visible to search engines like Google, increasing the likelihood that customers will find you.
For roofing contractors, keyword research is essential because it ensures your services align with what customers are actually searching for. Without the right keywords, even the best-designed website can get lost in the vastness of the internet. Keywords help focus your marketing efforts, targeting people who are actively looking for the services you offer. This strategy doesn’t just save time—it also maximizes the return on your digital marketing investment by directing traffic to your site from people already interested in your business.
Understanding the basics of keyword research helps you have more productive conversations with your marketing team. It allows you to ask smart questions, such as, “Are we targeting the right keywords?” or “How do we prioritize terms that lead to more leads and conversions?” This knowledge also helps you set realistic goals and track the progress of your SEO campaigns. While you’re not the one doing the research, knowing the process ensures your partnership with your marketing team is aligned and results-driven. It’s about being informed enough to trust the strategy and hold everyone accountable to your business goals.
Keywords come in different shapes and sizes, each serving a unique purpose in your overall SEO strategy. While you won’t be handling these keywords directly, understanding their differences can help you communicate effectively with your marketing team and prioritize your goals. Here are the three main types of keywords roofing contractors should know about:
These are broad, general terms like “roofing,” “roof repair,” or “roof replacement.” They have high search volumes, meaning many people are searching for them, but they’re also extremely competitive. Think of short-tail keywords as the big players—they’re foundational for general awareness campaigns but aren’t always the easiest to rank for without significant resources. Example: A term like “roofing” might bring in lots of traffic but doesn’t indicate what the user specifically needs. These keywords are often best targeted through ads or comprehensive content that establishes your authority.
These are longer, more specific phrases like “how much does a metal roof cost in Dallas” or “best residential roofing contractor in Houston.” While they have lower search volumes, they reflect higher intent—users searching for these terms are more likely to take action. Long-tail keywords are often the focus of blogs, FAQs, and detailed service pages because they address specific customer questions.
Example: A homeowner searching for “how to spot hail damage on a roof” might be in the early stages of deciding to hire a contractor. Providing answers to these queries builds trust and positions your business as a reliable resource.
For roofing contractors, local keywords are essential because they target customers in your specific service areas. These include geographic terms like “roof repair Austin TX” or “emergency roof repair near me.” Local keywords are highly actionable—searchers using these phrases are often ready to hire immediately. Example: Someone typing “storm damage roof repair Dallas” likely needs urgent help. These keywords are especially effective when paired with ads or directory listings, such as Google My Business or local review platforms.
Each type of keyword plays a role in driving traffic, but they require different strategies to target effectively. While we’ll dive deeper into topics like ads and directory listings later in the series, for now, keep in mind that your marketing team uses these keyword types to balance awareness, engagement, and conversions. Understanding these basics will help you better evaluate their recommendations and results.
Keywords are the foundation of any successful SEO strategy. While you probably won’t be conducting the research yourself, understanding how keywords work empowers you to collaborate effectively with your marketing team. This knowledge helps you set clear expectations, ask informed questions, and evaluate the progress of your SEO efforts, ensuring your investment delivers results. By grasping the basics of short-tail, long-tail, and local keywords, you can better align your goals with the strategies your marketing team implements. It’s not about becoming an SEO expert—it’s about being an informed business owner who knows what success looks like. In the next part of The RCAT Guide to SEO, we’ll dive into Local vs. National SEO for roofers. We’ll explore how your business model impacts your strategy and what you need to know to target the right audience effectively. Stay tuned!