If you only fix one thing in your roofing marketing this year, make it your Google Business Profile. Nothing else available to a local contractor produces this much return for this little cost.
Why the Map Pack Matters So Much
When someone searches for a roofer on a phone, the map occupies most of the first screen. Three businesses are listed. Those three take the overwhelming majority of the calls, and position four receives a small fraction of position three.
The Three Ranking Factors
Google weighs proximity, prominence and relevance. Proximity is the distance between the searcher and your registered address, and you cannot influence it without opening a genuine second location. Relevance is how well your profile matches what was searched. Prominence is how well known and well regarded your business appears across the web.
Two of those three are entirely within your control, and that is where local SEO lives.
What Actually Moves It
Primary category set correctly. Every service listed individually. Service areas defined properly. Photographs added weekly, taken on site rather than pulled from stock. Posts published weekly. Reviews arriving steadily and mentioning both the service and the suburb. Citations consistent across the directories Google checks.
The Review Engine
Review velocity matters more than total count. Forty reviews collected over four years signals less than twenty collected over the last six months. Build a system that fires automatically after every completed job, and it will keep working without anyone remembering to run it.