Originally Published as: Search Optimization: Tips for improving Google rankings and showing up in AI
Note from the Editor: Taking advantage of the Roofing Elements and Metal Roofing Project of the Month program will give you a valuable linkback. Completed roofing projects are posted online and linked back to the project contributor’s website.
For roofers, enhancing Google rankings has been critical to maintaining a consistent revenue stream. However, as artificial intelligence becomes more prevalent, you also need to ensure your business can be found in AI searches.
You still want to maintain and improve Google rankings. It’s important to ensure your business can be found through AI, not just Google. Here are four ways to improve search optimization in AI and search engines.
Structure your website pages correctly
Many roofing companies have only one service page listing everything they do. A better practice is to map out your services and create a page for each offering. Additionally, make sure those services are added to a drop-down in the menu bar.
Images convert visitors, but text gets you found. To ensure AI algorithms recognize and recommend your business, every service you offer needs to be clearly written out on your website, not just shown in photos. The more comprehensive your services are, the more AI will consider you an expert, and the more likely it is to cite your business to people searching for the best roofing company.
Additionally, if you offer any services that differ from your competitors’, highlight them on your website. This provides an opportunity to capture high-intent search traffic with lower competition. It’s the easiest way to showcase your expertise and attract customers seeking specific solutions.
Cut unnecessary pages
On the other hand, too many pages on your website can be counterproductive. There is a misconception out there that blog posts will drive results. While they can be helpful, the main issue is that blogs tend to repeat similar topics.
When multiple pages cover the same topic, it can be confusing for both AI and Google. If you have too many blog posts or pages on the same topic, they will compete with each other, so delete the extra pages.
Prioritize reviews
It’s important that you prioritize getting reviews across different platforms. While Google reviews are important, AI will look across multiple places. Reviews on Google, Yelp, and even Facebook are all significant.
It’s important to note that AI bots place significant emphasis on the overall review score. Someone who has, for example, 4.9 stars has a big advantage over someone with 4.7 stars.
However, do not let your Google reviews falter. Google rewards businesses that have consistent, happy customers, so regularly ask your customers for Google reviews. Google looks at how many reviews you have recently received as evidence that you run a trusted business.
If you recently started getting more reviews than usual and can maintain that new pace, Google can reward you with higher rankings. However, a sudden spike you can’t sustain will likely have no effect.
Keep in mind that Google detects inauthentic reviews and filters them. Since you need an account to leave a review, Google is good at catching fake ones. Do not buy fake reviews or have someone who hasn’t recently used your business post them.
Get mentioned on other sites
This tends to be the trickiest step, but it is also the most important. Get your business name and website link on other trustworthy sites. You can do this by joining your local Chamber of Commerce or becoming a member of an industry association. Fill out your profile on sites like these, include a logo image, and a link to your site.
Another powerful way to do this is to connect with local media. Mentions in the media are great for improving search engine optimization and positioning you as an expert that AI wants to cite.
An effective tactic for roofing companies is pitching seasonal stories. Examples include how to prepare your roof for a winter storm, a monsoon, the rainy season, or other conditions relevant to your location. This is a great way to build trust with the community, and brand mentions in local media publications can help improve both Google rankings and AI searches.
Follow these steps and your search optimization will improve. To track Google results, register your website with Google Search Console [https://search.google.com/search-console/about]. It will tell you which searches your website shows up for and how your average ranking is improving.
Tracking AI searches is a new field. There are many tools that claim to do it effectively, but we are most excited about Cloudflare’s recent announcement [https://www.cloudflare.com/press/press-releases/2026/cloudflare-adds-aeo-visibility-dashboard-to-its-aeo-suite-showing-brands-whether-ai-assistants-are-recommending-them/] that they will offer AI search tracking.
While Google rankings aren’t going away anytime soon, it’s important to start considering AI as well. Take the necessary steps to improve your search optimization and make sure you’re the first they see. Remember that when you search in AI, AI is searching the search engines. I encourage you to maintain consistent effort on reviews and publicity. A few changes to your website and a few published articles a year are often all you need. λ
Hernan Charry is the Director of Marketing at growth marketing company Split One Technologies [https://www.splitone.com/]. He’s been helping roofing companies improve their search optimization for over 15 years.
