Is Google Maps still a useful, relevant tool for roofing contractors in 2024?

Absolutely! The quick answer is an emphatic yes! In today's digital world, using Google Maps is crucial for your roofing company. It's not only critical to online visibility but also one of the easiest parts of the Google ecosystem to master.

Google Maps, Google’s mapping software, is a tool people use to get turn-by-turn directions or find local businesses. As a roofing company with clients that typically don’t drive to your location, why should you care about Google Maps?

You should care because of Google Maps' critical role in the Google Search engine.  

First, it’s important to remember Google has around 90% of the search market. Therefore, 9 out of 10 people who go online to find a roofer use Google. You NEED to be on Google. When people search for “Roofers in Abilene, Texas,” Google typically provides the following three things.

At the top of the page are ads. Next is an insert of Google Maps showing the three top-ranked businesses, commonly called the map pack or 3-pack. Finally, we get the actual Google search results. While ads get about 10% of clicks and the top search results attract around 40%, the map pack draws a significant 50%.

Ideally, your business should appear in all three sections. Ads are easy and quick to set up, but the instant you stop paying Google, they disappear, and they get the least clients. Having a high rank in the search results through Search Engine Optimization (SEO) is valuable but demands significant time and considerable effort.

There are entire books dedicated to the subject. This brings us to Google Maps - the 'Goldilocks Zone' of Google, where your marketing efforts are just right. It offers a relatively quick and easy path to visibility, especially in smaller markets.

There are three core focus areas to improve your Google Maps ranking. First, optimize your Google Business Profile (GBP). Your company's GBP is your “homepage” of Google Maps. It includes your phone number, business hours, Q&As, pictures, videos and a specific mix of services. If you haven’t set up your GBP, Google almost certainly created a default one for you to claim.

Ensure all information is accurate, regularly update it with photos and videos, and engage with Q&As.

Next, ensure your name, address and phone number are correct across the internet. Inconsistencies on sites like Yelp, Angi, or BBB can negatively impact your Google Maps ranking. It seems like an odd way of ranking businesses, but it’s what Google does, so we have to play by their rules. You can either manually check and correct issues yourself or pay a service like Bright Local to find and fix NAP issues.  

Finally, the big one: REVIEWS. The biggest factor in your Google Maps rank is the number, score and recency of reviews. Google loves reviews and rewards businesses who get them. Not only do reviews help your Google Maps ranking, but they also directly lead to more clicks.

People are far more likely to click on a roofing business with 150 reviews and a 4.6 average rating than a competitor with 20 reviews and a 4.3 average rating. Additionally, ensure you respond professionally to every review you get.  

Getting reviews is difficult. Casually asking some clients to leave reviews won’t get the job done. You need a repeatable process that asks every single client to leave a review, makes it easy for them to do so and then follows up to ask again when they inevitably forget to post a review. W

hether it’s distributing QR-coded business cards linking to your GBP, employing a call service for follow-ups, or sending personalized texts, consistency in acquiring new reviews is key. Finally, Google loves a constant stream of reviews. Getting a pile of reviews quickly might bump you up the rankings, but that will fade if you don’t keep getting new reviews.  

In summary, dominating Google Maps should be a priority for your roofing company. Keep your GBP updated, ensure NAP consistency across the web, and actively pursue customer reviews. By doing so, you will significantly enhance your online presence and attract more clients.