SEO (Search Engine Optimization) can sound like a lot more technical trouble than it's worth. However, when done right, it is merely an extension of your marketing plan and makes a world of difference in the quality of your digital leads.
High quality, organic apartment SEO can make or break a multifamily company - and you have to be willing to play the long game.
What is apartment SEO?
While there are many, many facets to SEO, the underlying principle remains the same: getting your website to show up when people make relevant searches in a search engine (the biggest is Google, but SEO applies to search results in Microsoft Bing, DuckDuckGo, and all others like them).
As with other aspects of digital marketing, the approach to SEO varies not only by industry but by location and target demographic as well. That means that apartment SEO will look a little different than SEO for an informational website or even a website for a multifamily property in a different city. However, that underlying principle doesn't change - apartment SEO helps search engine users find your site when they are looking for it.
Apartment SEO includes things like website design, accessibility, keyword research and implementation, and more - you can read more about how to get started with apartment SEO here.
How long does apartment SEO take to see results?
There is a common misconception that SEO is an "easy win" since it was that in the past. Now, however, search engines are getting smarter and smarter in order to provide users with better, more accurate search results and can't be "fooled" with the more rudimentary tactics (keyword stuffing, etc). This means that SEO is now exclusively a long-game marketing channel.
Not only does set up (finding a target demographic, keyword research, branding) and implementation (SEO tags, website copy etc.) for quality apartment SEO take time, but search engines also take time to understand what a website is all about.
Even with the best SEO research and implementation, it can take 3 months or more to see results.
What are the benefits of consistent SEO?
Even though SEO takes time (or, some might argue, since it takes time), a consistent, high-quality SEO strategy results in more high-quality leads.
When your SEO strategy is strong, it puts your apartment website in front of people who are looking for what you offer! They already have purchase intent and are just asking for their search engine to provide them with a place to make their purchase - your website!
Another benefit to a strong SEO strategy is a better understanding of your target demographic. Through keyword research, you can get to know exactly what kinds of words your ideal community member uses to describe what they want or need out of an apartment home.
How Backlinks Help Apartment SEO - and How to Use Them
An often overlooked aspect of SEO is backlinks - other websites including a link back to yours (read an in-depth explanation of backlinks here).
A large part of how search engines understand what a website is about is through backlinks - logically, links shared on a website will be in some way related to the content on that page. It will also look at what text is linked - called anchor text - to understand more about a web page. For example: this link leads to a guide on implementing SEO tags. Instead of inserting a link on the word "link," the whole phrase is a link. This lets the search engine know that there is probably information about SEO tags on the linked page.
The other reason backlinks are important is a metric called your Authority Score. Basically, if your page is linked to by numerous sources, it ups your authority in the eyes of the algorithm. If your authority score is high, your site is seen as a reputable source, and the search engine wants to share reputable sources with its users, therefore increasing visibility.
While gaining (high-quality) backlinks can greatly impact your authority score, they can be difficult to come by. However, here are some tactics you can use under your full control:
Social Media Shares Yes, links on social media do count as backlinks. They don't carry as much weight as other individual sites linking to your content, but they do help.
Interlinking Help search engines understand what your site is about by what pages you link together and using natural, relevant anchor text. If you have a blog on your website, this can be extremely helpful!
Create helpful, high-quality content If you want people to link back to your site, you need to have helpful content to link back to. Location guides, resource lists, and the like are great places to start.
Ready to level up your SEO game? J&J Creative specializes in providing multifamily companies with a framework to evaluate the strengths and weaknesses of their websites and digital marketing strategies as well as the opportunities and threats present in the multifamily industry. From high-converting web design, copywriting, organic SEO, website analytics, and ongoing maintenance, we are passionate about leveling up the digital presence of our clients to help them attract better leads and increase their digital footprints. Contact us today for a complimentary consultation!