There are a lot of changes coming to the ways that search engines prioritize your website’s search ranking... and they could affect your bottom line as a property manager more than you might think.
Check out these slides to learn:
Why Google is putting mobile-friendly sites first
What your search ranking says about your profits
How you can keep the #1 search result in your area
What you can do to improve your overall web presence
9. What we’re talking about today
• Is SEO still something you need to be concerned about?
• How does SEO impact my bottom line?
• What are the main ranking factors that you need to pay attention to?
• What’s “Mobile First” all about, and how does that impact my brand?
• What’s next in search that can impact the apartment industry?
24. SEO is…
Search Engine Optimization (SEO) is the art and
science of getting web pages ranked for targeted key
words.
Different key words have different ranking
criteria
Each Search Engine has their own ranking
criteria which constantly changes / evolves
SEO takes time, as trust is a huge part of the
algorithms
Trust = age of site + relevancy of links to site
+ age of links to site + frequency of links
gathered + trust of site linking in + more
Google Algorithm has 200+ ranking elements
SEO is a continual, building process
29. The goals of SEO & apartment rentals
Attract
Goal: Targeting
renters w/o a
particular brand
search in mind
Engage
Goal: We’ve got the
prospect interested in
our brand, now get
them to more content
that will answer their
questions and provide
them the best fit
apartments
Convert
Goal: As the prospect
digs deeper, present
them with the
opportunity to fill out
the guestcard / make
a phone call and begin
their journey with the
apartment complex
30. What does a 2017 SEO team do?
• Audits
• Trouble shooting
• Keyword research
• Analytics / Reporting
• Search Engine Algorithm Update
monitoring
• Informs teams on the latest changes in
the search engines (Pandas &
Penguins, PPC updates etc.)
• Training
• General evangelism
• Vendor / Tools management
• Content strategy
• Strategic planning
• Relationship building
• Migration assistance / Site Launches
• Conversion Rate Optimization
34. ForRent and SEO
Content Quality
What Questions are people asking?
- Cost of living
- Culture
- Jobs & employment
- Sports
- Universities
- Things to see and do
- Neighborhood information
- Local cities
36. Content
• Just like each apartment community, your content should be unique
• Going in and updating the content to freshen it up / as things change is encouraged
• Get the main entities (keywords) in the right / prominent places
61. The future of Search
• Search will continue to evolve, not die
• Your resources need to be plugged in and up to date
• Google isn’t evil, but they’re not altruistic
• Test, test, and test again