How To Target Homeowners With Keywords

by Joanna Donaghue, January 28, 2021

Do you want people to find your roofing company online? It's a simple question that everyone answers yes to. If you have a business, of course you want people to be able to find you. If people can't find you, then you're as good as non-existent. The question may seem easy to answer but can be difficult to implement. In this blog post, you'll learn how you can use keywords to target homeowners shopping online and drive them to your website to become a lead.

It starts with understanding one of the most important cornerstones of any SEO or search engine marketing strategy. It's called keywords. If you've done or thought about online marketing, then you've most likely heard someone mention keywords. Whether you're implementing an advertising or SEO strategy, you'll be using keywords to target prospects online. Keywords help you to narrow the focus of your campaigns on the perfect audience. If you only offer roofing services, you wouldn't want to target people looking for a paint job. Keywords can help you filter out unqualified users, so you can focus on the people who need that roof replacement.

To ensure your campaigns are only targeting the people right for your business, you need to do keyword research. To begin this process, you need to think about topics that are relevant to your business. For the roofing industry, some topics could be residential roofing, commercial roofing, roof repairs, roof maintenance, roofing contractors, etc. We recommend our roofing clients to look at the services they offer and list out the ones they'd like to promote. It only makes sense to target themes that will provide you with a good ROI. One of our roofing clients does both roof replacements and repairs, but they only advertise on roof replacements.

The Best Keywords To Target For Roofers

After you've created a list of the topics you'd like to target, it's time to start collecting keywords for each topic. In digital marketing, things can get messy and complicated fast. For a smooth running campaign, it's imperative to start off simple. Later down the road, your campaigns will become complicated as you branch out. If you're new to keyword research, it can seem difficult to fill your topics with keywords. My favorite place to start is by doing a simple Google search. If one of your topics is roof replacement, you can type "roof replacement" into Google. If you scroll to the bottom of the page, you'll find a list of search suggestions. These are keywords people often use to find "roof replacement" services. This is a great place to start brainstorming.

As you do keyword research, it's important to ask yourself questions. You want to get inside the head of your potential customer. How would they find roofing services? What words or phrases would they use to find a local roofing contractor? How many people are searching for this keyword? By understanding your audience, you'll have an easier time finding the right keywords for your business. Are they on a budget? People on a budget might search differently than those who aren't. How much knowledge do they have about the roofing process? From our experience, we've noticed that people with a better understanding of roofing will use longer-tail keywords. These questions will help you narrow the list down to a few high-quality keywords.

An important note to remember is that not all keywords are created equal. Some keywords will get you a better ROI than others. When doing research and creating a list of keywords, it's impossible to know which ones are bad or good. There is only one sure-fire way to know which keywords to use. You'll have to run a campaign and test them. For SEO campaigns, it can take months to determine what keywords are the top performers. With paid SEM campaigns, it should only take a week depending on your budget and audience size. After some time, you'll gather enough data that will tell you which keywords to keep. When evaluating your keywords, the metrics you should pay attention to are click-through-rate, conversion rate, and cost per click. These metrics will tell you if the keyword is costing too much or performing well.

Before you launch an SEO or SEM campaign, you need to have a clear understanding of keywords. When people search online, they are using keywords to find services like the ones you offer. If your SEO or SEM strategy isn't built on a foundation of quality keywords, you could miss out on thousands of potential customers and waste your money. After helping our clients utilize keywords for their online campaigns, we've seen their ROI increase by 322%. It's clear that keywords are a powerful mechanism to grow your online revenue. It's not a question of if you should use them, but how should you best put them to use.

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