SEO Audit and Detailed Insights

Introduction to Royal York Roofing

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Royal York Roofing is a well-known roofing contractor serving Toronto and the GTA. With a reputation for high-quality roof installations, repairs, and maintenance, the company has built trust in both residential and commercial markets. However, our comprehensive SEO audit of royalyorkroofing.ca reveals several opportunities to improve online visibility, increase search rankings, and drive more qualified leads.

Overall SEO Performance

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The website received an overall SEO score of 64/100, indicating a moderate level of optimization. While the site performs reasonably well in areas like social presence and desktop performance, it lacks depth in on-page SEO, content volume, and mobile speed.

Audit Snapshot

  • On-Page SEO: 64/100 – Needs improved title tags, H1 usage, and content volume.

  • Links: 51/100 – Backlinks exist but lack industry relevance.

  • Usability: 54/100 – Mobile usability issues persist.

  • Performance: 91/100 (desktop) – Strong, but mobile performance needs work.

  • Social: 60/100 – Active social links, but weak engagement on YouTube.

On-Page SEO Analysis

Title Tags & Meta Descriptions

The current title tag is far too long at 128 characters:
Toronto Roofing Company | Best Roofers & Roofing Contractors | Royal York Roofing | 30 Plywood Place #2, Toronto, ON, Canada.

Recommendation: Shorten it to 50–60 characters with a strong keyword focus:
Example: Royal York Roofing Toronto | Trusted Roofers & Contractors

The meta description (180 characters) also exceeds the ideal range (120–160 characters). It should include targeted local keywords and a call-to-action (CTA).

Recommended Meta Description:
“Royal York Roofing offers expert roof repairs and installations across Toronto and GTA. Call now for reliable roofing services and free estimates.”

Header Tag Optimization

  • Missing H1 Tag: The homepage lacks an H1 header, which is a critical SEO factor. Adding an H1 like “Toronto Roofing Experts | Royal York Roofing” would improve keyword targeting.

  • Current H2/H3 structure is fine but lacks semantic keyword variation.

Content Volume

The homepage has only 306 words, which is considered thin content. Competitors in Toronto typically have 800–1200 words per main page. Adding detailed sections on services (e.g., flat roofs, shingle roofing, commercial roofing) can boost relevance and rankings.

Keyword Distribution

The site performs well with branded keywords like “Royal York Roofing” (rank #1), but struggles with non-branded keywords such as:

  • “roofing Toronto” – position #19

  • “roof company” – position #41

  • “roofers in Toronto” – position #30

Image Alt Attributes

Out of 23 images, 8 are missing alt text. Adding descriptive alt attributes like “Toronto roof installation project” will help with image SEO and accessibility.

Technical SEO & Performance

Mobile Performance

  • Mobile PageSpeed Score: 66/100 – Needs optimization for speed.

  • Largest Contentful Paint (LCP): 5.8s, which is above the 2.5s benchmark.
    Fixes: Compress large images, eliminate render-blocking resources, and avoid unnecessary redirects.

Desktop Performance

The desktop score is excellent at 96/100, with a fast Time to Interactive (1.3s) and small total page size (1.04 MB).

Other Technical Points

  • SSL and HTTPS are properly configured.

  • XML sitemap and robots.txt are present.

  • Inline styles are still being used—replacing them with external CSS would improve performance.

Backlink Analysis

  • Total Backlinks: 5,300 from 138 referring domains.

  • Domain Strength: 27/100 – moderate authority.

  • Top Anchors: “roofers Toronto,” “roofing contractors,” and “flat roofing Toronto.”

Recommendation: Diversify backlinks by acquiring high-quality links from local construction blogs, directories, and Toronto news publications to boost relevance and trust.

Local SEO Opportunities

Google Business Profile

  • Active GBP listing with 19 reviews (4.6 stars), but more reviews are needed to compete in the Google 3-pack.

  • Missing LinkedIn profile integration.

  • LocalBusiness schema is present but can be expanded with service-based schema.

Social Media Analysis

  • Facebook, Instagram, and Twitter (X) profiles are linked and active.

  • YouTube channel has only 5 subscribers, with limited content.
    Strategy: Post roofing project videos and client testimonials to improve engagement and cross-channel traffic.

Actionable Recommendations

  1. Shorten and optimize all title tags and meta descriptions.

  2. Add an H1 header tag to key landing pages.

  3. Expand homepage content to at least 1000+ words with service-focused keywords.

  4. Add alt text to all images.

  5. Improve mobile PageSpeed by optimizing scripts and images.

  6. Expand local citations and ensure NAP consistency across directories.

  7. Acquire industry-relevant backlinks to increase domain authority.

  8. Grow Google reviews and actively manage reputation.

  9. Integrate Facebook Pixel and Google Analytics for better tracking.

  10. Create blog content targeting seasonal roofing topics (e.g., “How to Prepare Your Roof for Toronto Winters”).

Conclusion

Royal York Roofing has a strong foundation but is missing key SEO enhancements that would help dominate the Toronto roofing market. By implementing these changes, the company can achieve higher rankings, better user experience, and increased lead generation.