Why Some Websites Rank High (And Others Get Buried)
Ever wonder why some roofing companies show up right at the top of Google while others are stuck on page 3?
It’s not just about keywords anymore. Google wants to rank the most trustworthy and expert content first.
That’s where E-E-A-T comes in.
This fancy acronym stands for:
✔ Experience – Have you actually done the work?
✔ Expertise – Do you really know what you’re talking about?
✔ Authoritativeness – Are you a trusted name in your industry?
✔ Trustworthiness – Can people rely on your website?
Sounds simple, right? But most roofing websites get it wrong.
How Google Decides Who to Trust
Let’s say a homeowner searches for:
➡ “Best roofing material for heavy rain”
Would they rather read:
❌ A random blog post written by someone who’s never installed a roof?
✅ Or a guide from an actual roofer who has fixed thousands of leaky roofs?
Google wants to rank the second one.
Why? Because real expertise matters. People are trusting this info to protect their home. If they get bad advice, they could end up spending thousands on roof repairs later.
So if you want your website to rank higher, you need to prove to Google—and homeowners—that you’re the expert.
How to Improve Your E-E-A-T (And Get More Leads Online)
1. Show Your Experience (Not Just Opinions)
Google doesn’t just want “content.” It wants proof that you’ve actually done the work.
🚫 Weak Example:
“Roof repairs can be tricky. Make sure to hire a professional.”
✅ Stronger Example:
“After fixing over 1,000 roofs in Texas, I’ve seen the same three problems cause leaks over and over. Here’s what to check first before calling a roofer.”
See the difference? One sounds generic. The other sounds like it came from a real pro.
How to add more experience to your content:
✔ Tell real stories from jobs you’ve done
✔ Mention specific locations you’ve worked in
✔ Share before-and-after roofing projects
2. Prove You’re an Expert (So Homeowners Trust You)
Google doesn’t just look at what you say—it looks at who is saying it.
✅ Add an About Page that tells your story. Include:
- How many years of experience you have
- Any certifications (e.g., GAF-certified roofer)
- The types of roofing jobs you specialize in
✅ Link to trusted sources in your content.
- If you recommend a product, link to the manufacturer’s site
- If you talk about building codes, link to official regulations
✅ Get customer reviews on Google and your website.
- A site with real testimonials ranks higher than one without them.
💡 Example: Writing an article about the best shingles? Don’t just list brands. Talk about which ones you’ve installed and how they performed.
3. Get Other Websites to Talk About You
Google trusts websites that other people trust.
✅ Get featured on local news sites or industry blogs
✅ Write guest posts for respected websites
✅ Earn backlinks from trusted sources
💡 Example: If your roofing company is mentioned in a Home & Garden blog as a trusted contractor, Google sees that as a positive signal. That helps your rankings go up.
4. Keep Your Website Updated (Or Risk Dropping in Rankings)
Google hates outdated content. If your articles are old, your rankings will slowly drop over time.
✅ Update blog posts with new information
✅ Fix broken links
✅ Refresh outdated stats
💡 Example: If you wrote an article in 2022 about “Best Roofing Materials,” update it for 2025 with new product recommendations.
5. Make Your Website Look Trustworthy
This one is huge—if your website looks sketchy, both Google and homeowners will ignore it.
✅ Use HTTPS (secure site)
✅ Have a clear contact page (phone, address, email)
✅ Show real photos of your work (not just stock images)
💡 Example: Ever landed on a website where you can’t even find a phone number? Feels shady, right? That’s exactly why Google won’t rank sites that look unreliable.
Common Misconceptions About E-E-A-T
🚫 Myth #1: It’s Only for Big Companies
❌ Reality: Small businesses can outrank big companies if they show real expertise and build trust.
🚫 Myth #2: You Need a Fancy Website
❌ Reality: A simple, well-written website with great content beats a flashy but untrustworthy one.
🚫 Myth #3: More Content = Higher Rankings
❌ Reality: Quality beats quantity. Five great pages will rank higher than 50 low-quality ones.
🚫 Myth #4: E-E-A-T Only Matters for Google
❌ Reality: It matters for homeowners too! A site that looks legit gets more calls and leads.
Final Thoughts: E-E-A-T is the Future of SEO
Google isn’t just ranking content, it’s ranking credibility.
If you prove your experience, show your expertise, and make your website trustworthy, you’ll rank higher and get more roofing leads.
Want to improve your rankings? Start today, showcase your experience, get real customer reviews, and make sure your site builds trust. It’s not rocket science, it’s just good business!
Need help optimizing your roofing website? Let’s talk!
