Friday, September 29, 2017

Search Engine Optimization Content Marketing

Timeless SEO Practices For Apartment Marketing

Steven Ozbun

A prospective resident is searching for a property like yours at this very moment, ready to make a decision and sign a lease. The prospective types relevant keywords into a search engine, but your property fails to appear — and within seconds—the opportunity is lost.

Website SEO is a powerful tool and can be the difference between achieving occupancy goals and coming up short. But using the right strategies is key to attracting the right residents and meeting these goals. Not sure where to begin? Check out these timeless strategies for apartment website SEO.

Optimize for Mobile

Mobile has officially overtaken desktop as the primary device used to access websites while searching. In fact, Google reported more searches were conducted on mobile devices than any other device category. So what does this mean for properties working to promote their open units? The answer is simple: You must know how to optimize for desktop and mobile to maximize visibility. Here are a few critical strategies to focus your efforts.

Perform Keyword Research

Keyword research is the process of determining words and phrases searchers are likely to search for when looking for apartment communities. By doing keyword research, you can ensure you're optimizing your website for the search terms prospective residents are searching. You can plan your apartment SEO strategy by using tools like Google Keyword Planner.

Optimize Permalinks

A permalink is a hyperlink to a specific page or entry on a web page or blog. SEO-friendly URLs use keywords that explain what an article or website page is about, and they’re easy to read by search engines and humans.


Use Relevant Title Tags

A title tag is a field that states the title of a webpage. These title tags are displayed in SEO results pages as the clickable headline, so it’s important to use strategic keywords in these tags.


Optimize Meta Descriptions

A meta description is a short snippet that summarizes the contents of a page and is typically shown in search engine results. Use relevant keywords in this description but also make sure the content entices searchers to click. Also, make sure the word count is correct or part of your snippet will be cut-off, making the meta message sound a bit strange.


Maximize Site Content Results

And finally, the site content is the words you use on the page—whether it’s a website or a blog post. However, you don’t want to stuff keywords into the content, which can feel unnatural and unengaging to the reader, and also Google doesn't like it. Keyword stuffing is often coined "black-hat SEO." Instead, write the page without any regard to search terms, then go back through the content and sprinkle in keywords where they will naturally make sense to readers.

Now that you understand a few key areas for optimizing for mobile, let’s discuss your on-page content and how to design it so that people and search engines will pay attention.

Create Original, Compelling Content

Search engines love fresh content. And with each new blog post you create, you’ll be creating new opportunities for your website to rank well with search engines. But many property managers aren’t sure what to write about or how to rank well.

A few ideas include:

1. Covering upcoming neighborhood events.

Screenshot 2017-09-29 11.15.12.png


2. Reviewing local hot spots like new restaurants, shops, or entertainment.

Screenshot 2017-09-29 11.19.55.png


3. Promoting trending topics.

A few ideas include covering upcoming neighborhood events, reviewing local hot spots and promoting trending topics—all of which should be focused on nurturing prospective residents and/or keeping existing ones engaged.  

Screenshot 2017-09-29 11.23.34.png

Creating fresh new content, however, is just the start. Every piece of content should have an SEO-backed strategy. For example, each post should have enough content to provide valuable information—including apartment location—keywords which are strategically selected to draw in the right audience, valuable links for SEO engagement, plus images related to the topic, keeping readers engaged and moving through your content—and ready to take action.

Align Business Listings and Reviews with SEO

Aligning business listings and reviews with SEO is a large opportunity to spread the word about your communities. Special tools can help you know exactly when reviews and listings are created for your community through social, search, and directory websites.

Alerts can be setup to send notifications when a new review is created and your community is mentioned. You can then quickly review that information, update listings for accuracy, and respond in a timely manner to manage your online reputation.

Further, be sure to utilize “Google My Business," a free tool which allows your apartment to appear in the local pack and Google Maps. You can verify and edit your business information, optimize for SEO, and help customers find your community with greater ease.  

Get Social to Drive Greater Performance

The impact of social media on SEO is one of the most talked-about topics in the search industry; specifically, people want to know what role, if any, social plays in SEO. 

Matt Cutts, the former head of Google’s webspam team, said that Google uses links from Facebook and Twitter as social signals, which differs from using it as a ranking factor.

However, there may be a significant correlation between social signals and ranking position. The more shares captured on social media, the more opportunities the audience has to view content and link to it, which may enhance SEO.

Find out where your audience is spending time on social media, and publish content and build an audience in those channels to maximize exposure and boost SEO results.

Reach More Residents, Drive Greater Results

Prospective residents are searching at this moment for properties just like yours. The challenge is getting in front of those people at their exact moment of need, and if that need isn’t immediate, nurturing them until that changes.

SEO empowers you to accomplish this as you reach more people, become more visible on SERPs, and connect with the right people at the right time.

We hope this post helped answer some questions on SEO best practices! For more guidance on strengthening your search engine presence, feel free to fill out the form below and we'll get back to your right away.

Previous Post

LeaseLabs Client Video Series: Episode 4 MAXX Properties arrow-right