88.3% of roofing company websites don't use RoofingContractor schema, the code that tells Google a site belongs to a roofer, even though roofing websites handle the other SEO basics better than most: 28.1% miss a basic element on their homepage, against a 37.9% average across 15 industries.
Analysis of 722 roofing company websites · US roofing company Google Business Profiles and their websites, September 2026
Key Findings
- 1.88.3% of roofing company websites don't use RoofingContractor schema, the code that tells search engines the site belongs to a roofing company.
- 2.28.1% of roofing company websites miss at least one basic SEO element on their homepage, the second lowest rate of 15 industries and well below the 37.9% average.
- 3.21.9% of roofing company homepages have a title too long to show in full in Google's results, the most common problem on roofing websites.
- 4.21.7% of roofing company websites have no schema markup of any kind, the lowest rate of 15 industries and below the 32.9% average.
- 5.60.5% of roofing company homepages have images with no alt text, the short description that tells search engines and screen readers what a photo shows.
Summary
A storm rolls through overnight and a homeowner finds shingles in the yard. By breakfast she is searching for a roofer, comparing the contractors on Google's map and first page, and looking at photos of their past jobs. Roofing jobs are large and often urgent, and the contractor whose website search engines understand best gets more of those calls.
Search engines rely on a few basic signals to understand what a page is about: a page title, a short description, a main heading, a secure connection and schema markup, code that states in machine-readable terms that this is a roofing contractor, which area it serves and how to reach it. They cost almost nothing to add and help Google's results and its AI answers describe the company correctly.
Roofing websites get the first four right more often than almost any industry, and skip the most specific one. 88.3% of roofing company websites don't use RoofingContractor schema. 28.1% miss at least one basic element on their homepage, the second lowest rate of 15 industries, and 60.5% of roofing homepages have photos with no alt text.
What we measured
In September 2026 we took 722 roofing company websites listed on US Google Business Profiles and checked each homepage for four basics: a title tag, the page name shown as the blue link in search results; a meta description, the summary Google can show under that link; at least one H1 heading, the main headline on the page; and HTTPS, the secure connection shown by the padlock in a browser. A site fails the basic check if its homepage misses any of the four.
We also recorded whether the homepage title was too long to show in full on Google, whether any page on the site could not be added to Google's index, whether the site had an XML sitemap, the file that lists a site's pages for search engines, and which schema types each site used. Schema markup is code that states in machine-readable terms what a business is, where it is and what it does. We ran the same checks on websites in 15 industries, from accounting to HVAC, so each roofing figure can be compared with the 15-industry average.
Most roofing websites never tell Google they are a roofer
Schema.org, the shared vocabulary Google and other search engines read, has a type made for roofers: RoofingContractor. It lets a company state its name, service area, phone number and hours in a form search engines can use directly. Only 11.7% of roofing company websites use it.
Roofers do add schema of some kind more often than any other industry: 21.7% of roofing company websites have none at all, the lowest rate of 15 industries and well below the 32.9% average. But most of it is what a website builder or SEO plugin adds automatically. The most common types are WebSite (on 60% of roofing company websites), WebPage (34%), BreadcrumbList (34%) and ImageObject (34%), and 31% use any local business type, the family of schema types that marks a site as a business with a location.
Roofing websites get the basics right more than most
That is the second lowest rate of 15 industries, after HVAC, and well below the 37.9% average. Roofing homepages are much less likely than average to lack an H1 heading (15.2% against 24.5%), and fewer roofing websites lack an XML sitemap (11.9% against 18.3%). Almost every roofing website uses HTTPS: only 0.4% don't.
Source: Suff Digital analysis of 722 roofing company websites · US roofing company Google Business Profiles and their websites, September 2026
| Check | Roofing companies | 15-industry average |
|---|---|---|
| Fail at least one basic check | 28.1% | 37.9% |
| No H1 heading | 15.2% | 24.5% |
| No meta description | 20.5% | 23% |
| Title too long | 21.9% | 20.1% |
| No XML sitemap | 11.9% | 18.3% |
| Page not indexable | 13.4% | 15.2% |
| No title tag | 3.7% | 2.8% |
| Not on HTTPS | 0.4% | 2.2% |
| No schema markup | 21.7% | 32.9% |
Two checks run above the average. 21.9% of roofing company homepages have a title too long to show in full in Google's results, against 20.1%, the most common problem on roofing websites, and 3.7% have no title tag at all, against 2.8%. 20.5% have no meta description and 13.4% have at least one page Google cannot add to its index.
Six in ten roofing homepages have photos search engines cannot read
Alt text is the short written description attached to an image, read aloud by screen readers and used by search engines to understand what a photo shows. For a roofer, photos of finished roofs, storm repairs and crews on the job are the strongest proof on the page, and on six in ten roofing homepages at least one image has no description search engines can read.
Roofing ranks second of 15 industries on the basics
Across the 15 industries, roofing sits second best on the basics, ahead of dental (30.2%) and plumbing (30.5%) and far ahead of accounting firms at 53.1%. WordPress runs 46.5% of roofing company websites, and roofing sites on WordPress fail the basic checks 28.9% of the time.
Source: Suff Digital analysis of 722 roofing company websites · US roofing company Google Business Profiles and their websites, September 2026
What this means for roofing companies
Add RoofingContractor schema to your homepage and service area pages with your company name, phone number, hours and the towns you serve. It is the biggest gap on roofing websites, and it helps Google and AI answers describe your company correctly when a homeowner searches for a roofer after a storm.
Then fix your titles and photos. Keep each title under about 60 characters and lead with the service and city ("Roof Replacement in Dallas"), and give each service page, such as roof replacement, repair and storm damage, its own title, meta description and H1. Add a short, specific alt text to every project photo ("new architectural shingle roof on a two-story home"). Our seo for roofing companies work starts with exactly these checks.
Embed this research
Paste this on your site to embed the charts. It links back to the source automatically.
<iframe id="sd-roofing-website-seo-audit" src="https://www.suffdigital.com/embed/data-studies/roofing-website-seo-audit" width="100%" height="600" style="width:100%;border:1px solid #E5E7EB;border-radius:12px" loading="lazy" title="88% of Roofing Company Websites Have No Roofing Contractor Schema - Suff Digital"></iframe>
<script>window.addEventListener("message",function(e){if(e&&e.data&&e.data.sdEmbed==="roofing-website-seo-audit"&&e.data.height){var f=document.getElementById("sd-roofing-website-seo-audit");if(f){f.style.height=e.data.height+"px";}}});</script>
<p style="font:14px/1.5 system-ui,sans-serif">Source: <a href="https://www.suffdigital.com/resources/data-studies/roofing-website-seo-audit">88% of Roofing Company Websites Have No Roofing Contractor Schema - Suff Digital</a></p>
Cite this study
Suff Digital. (2026). 88% of Roofing Company Websites Have No Roofing Contractor Schema. https://www.suffdigital.com/resources/data-studies/roofing-website-seo-audit
88% of Roofing Company Websites Have No Roofing Contractor Schema - Suff Digital - https://www.suffdigital.com/resources/data-studies/roofing-website-seo-audit