One of the core foundations of SEO is URLs, the address of the page you are looking at that displays in the top bar of your browser. Google uses a myriad of ways to work out what your website and the pages within in are all about, and URL is one of them. Alone, it’s not an all-powerful thing, but in conjunction with everything else it’s a vital part of SEO.
When browsing websites you may have seen examples of pages with URLs like this: example.com/?page_id=42
This tells Google nothing. Your page URL should reflect the individual content of the page, so you want something like example.com/fibreglass-roofing-services
This tells Google exactly what this page is talking about, and so it’s more likely to list you when someone searches for ‘fibreglass roofing services’ of course, or similar phrases. It works even better if the content of that page is along the same lines, plus alt-tagged images and a related structure of top-level and sub pages.
If you combine keyword-rich, relevant URLs with:
~~ Excellent structure
~~ Unique and relevant content
~~ Well structured navigation
~~ Regular updates
~~ Statistics tracking
…then you have excellent foundations for some great listings.