Most roofers aren’t losing jobs because they’re bad at roofing. They’re losing because Google doesn’t trust them enough to recommend them. And Google decides who wins. How Google Decides Who Wins in Roofing is not a marketing book, an SEO guide, or a list of tricks. It’s an explanation of the invisible system that filters roofing companies before homeowners ever pick up the phone — and why most good roofers never even get a real chance. If you’ve ever wondered why: Worse roofers show up everywhere online - Reviews didn’t change anything - “More traffic” made things harder instead of easier - The same companies dominate every city - Doing better work didn’t lead to better outcomes This book explains what’s actually happening. Google isn’t trying to find the best roofer. It’s trying to find the least risky answer for a confused homeowner. That single idea explains: Why urgency kills trust - Why “roof replacement” is a trap keyword - Why inspection beats sales every time - Why authority feels boring before it works - Why copying competitors makes things worse - Why most roofers will never fix this, even after reading it This book was written by a roofer, for roofers — not marketers, agencies, or consultants. There are no funnels, hacks, keyword formulas, or software stacks. Those are downstream. Instead, you’ll learn how Google interprets roofing businesses, how homeowners actually make decisions under stress, and how one company went from invisible to dominant without changing crews, pricing, or markets — only interpretation. If you’re looking for shortcuts, this book isn’t for you. If you’re tired of guessing, tired of marketing roulette, and tired of being good and still losing — this book will change how you see the game permanently. Google already decides who wins in roofing. This book shows you why. Written for roofers who want authority, not attention. Richard Nasser is a systems-focused writer who studies how large platforms make decisions and enforce outcomes over time. His work explores why effort alone rarely produces results—and why structure, authority, and alignment matter more than tactics. He is the owner of Inspector Roofing and Restoration .