3 Key on-site optimizations for every roofing website

Article by Kristaps Brencans Kristaps Brencans

Last updated

A business’ website is its viral portfolio, and it deserves to be showcased. Popular search engines such as Bing, Yahoo, and Google have designed their systems to rank their search results to web pages they find to be the most relevant. To keep their formulas fool-proof, they are ever-changing and shrouded in secrecy. Though you may never be able to predict the science behind Google’s ranking system, there are suggestions that search engine’s make that will help you rank higher in the searches.

In this fast-paced world, the quicker we can reach satisfaction, the better. The success of your business directly depends on how easily it can be found. SEO is the process of elevating your website’s position in search engines so that it gains visibility. This is helpful to your business because most people do not want to spend a long time researching their needs.

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The heading of a web page, is the most important aspect of your business’ site. Search engines use these headings to learn about your website and categorize it into the appropriate sections. This saves the user time. A great heading will build a connection between the host, the user and the search engine.

Headers need to contain keywords that are relevant to your business. Usage of the correct vocabulary will boost SEO. All headings should be short and concise but also thoroughly explain the purpose of the page as well as the physical location of the business. For your roofing business, a great header will read something like: Roof Repair in Brooklyn and Queens, New York.


Taglines appear at the top of the page as an introduction to the overall topic. Like headlines, each title should be blunt and brief. Think of a tagline as the name of the chapters in your novel.

They should outline the overall message of the webpage without using the same keywords or phrases applied in the heading.  

Google and other search engines process billions of content a day. Proper taglines will grab a reader’s attention immediately. To formulate great taglines a business owner must begin by narrowing their niche market. Once a profound understanding of the customer is reached a tagline is used to match their needs.


Do not miss any opportunity to promote your business. A meta-description is the most significant advertisement to your website. It directly increases click-through rates which, of course, can boost your ranking. When a search engine displays its results, under the tagline is a meta-description. Meta-descriptions are windows into the website’s pages. Like the blurb of a novel, this short synopsis allows the reader to get general insight to the webpage’s contents. Usually meta-descriptions fall between 130 and 160 characters, so use your keywords wisely. This snippet should refrain from repeating the same words used in the header or tagline. Instead, unique, targeted language will improve your page’s ranking. Google is known to match major phrases in the description to the words in the search box. Be sure that each page on your website carries its own unique meta-description to reach a larger market and avoid confusion.

I started as a project manager at On The Map Marketing in 2015 and now run the day-to-day operations as the company’s chief executive officer. In the last few years, I have overseen thousands of successful SEO campaigns in numerous industries, including lawyers, contractors, E-commerce, and other markets. I am also a proud dad of three divas and take a keen interest in running and calisthenics.