Marketing is the backbone of every organization, including property management companies. Without marketing yourself to your target audience, your venture will fail to survive. Back in the day, traditional advertising mediums like billboards and banners were the only ways to reach out to your audience. Additionally, they demand a substantial amount of money, and the return on investment (ROI) is difficult to track.
But, today, things are different. The advent of the internet has revolutionized the way we live and do business. The internet is embedded in everything we do and has also transformed the marketing game for businesses. If you have been online for quite some time now, then you should be aware that having a website alone isn’t enough.
As per a report by Edmonton Journal, apartment vacancies are decreasing. A Global News report also stated that many Canadians are opting to rent their home and buy properties as an investment. As a property management firm, if you don’t opt for internet marketing, then you will be unable to reap the benefits. You need to create awareness to attract landlords and tenants to your website.
Most internet users do not go beyond the first page of a Google search to find answers. If you want to attract traffic to your website, your website must appear on the first page of a Google search. With a war among businesses to secure a place in Google’s top search results, how do you succeed? The answer is SEO. SEO or search engine optimization is the core of internet marketing. So, what is SEO and how it can help your property management company? Read on to find out.
What is SEO and how does it work?
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SEO is an enigma to most entrepreneurs. Business owners find SEO a mystery, but they know that it is relevant in the digital marketing world. Despite being aware of its importance, they don’t prioritize SEO in their marketing agenda. But, only a good SEO strategy can help you succeed in your online marketing efforts. How?
SEO is the short form of Search Engine Optimization. Your online presence is marked by your website and social media pages. But, your target audience is not necessarily aware of your website and social networks. This is because when they search for property management companies, your website may have never popped up in the results, or must be visible somewhere on the 4-5th page of Google search. Search engine optimization, as the name suggests, is a process that optimizes your brand pages for the search engine, especially Google. By applying SEO techniques to your property management website, you will improve its ranking. And, when someone searches for property managers within your vicinity, your website will appear in their search results. SEO is also a measurable and repeatable process that allows you to keep enhancing your website’s Google search ranking.
While this may seem simple, it isn’t. The challenge is the magnitude of competition that a property management business faces. You can be sure that many other property management business also want to rank on Google searches. Effective search optimization will ensure that your property management company ranks on top.
To know in detail about how SEO works and can be implemented, you need to understand Google’s ranking process.
Google’s Ranking Process
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Have you ever wondered why only a handful of companies appear on Google’s search results? Like every other business, Google wants to provide its users with quality services. Google’s main aim is to provide its users with the best link to answer their query. Thus, it does not allow any and every business that uses SEO to rank well in its search results.
For those who aren’t aware of how Google ranks websites, it uses an algorithm that factors in over 200 signals. These ranking parameters are prioritized and given weightage accordingly. Based on the result, Google ranks a company.
Now, if you focus on getting every tiny aspect of these 200 points right, then you will be driven mad. Some of the key criteria that Google gives immense importance are:
- Site structure and speed
- Website traffic
- Bounce rate
- Session rate
- Content quality
- Keyword usage
Once you understand the relevance of these, you can move on to creating an SEO based strategy.
SEO Tactics for Property Management Firms
There is no doubt that search engine optimization or SEO is crucial to growing your property management business. But, knowing SEO is not enough to succeed in your digital marketing endeavors. You must know how to use them in your digital marketing strategies.
When your target audience searches for property management, you want them to come across and click on your website. The right SEO strategy can help you improve your website’s ranking, traffic, and also lead to sales. These tips will bring you more prospects and help you convert those leads to sales.
Optimize Your Website
No one appreciates a website that loads at a snail’s pace. Furthermore, people access the internet through different devices. And, they won’t like it if your website is readable on a laptop, but not a mobile device. Furthermore, if your website loads slow, is not optimized for various devices and is complicated to navigate through it, then it will fail to entice your audience.
Check your website’s speed and user-friendliness. Remember, Google wants to offer quality services to its users. If your property management website is slow-paced and complex, then it is not going to be Google’s choice, simply because customers won’t appreciate it. So, if you want landlords and tenants to click on your site, then optimize it for SEO.
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Identify Relevant Keywords
Like SEO is the core of digital marketing, keywords are an important aspect of SEO. So, what are keywords? Well, they are nothing but a word or a combination of words that are frequently searched by users. For example, if someone is looking for a rental property manager then they will type in rental property management companies or best property management companies in Edmonton, etc.
When searched for rental property management companies in Edmonton
In order to leave a trail for landlords and tenants to find you, you need to use keywords. You can use Google’s keyword tool to examine the keywords that drive your audience to your business. Then develop website content around these keywords. However, add too many keywords and Google may blacklist your website for conducting black hat SEO techniques.
Choose Local with Keywords
Imagine that you are a landlord in Edmonton, who is having a tough time handling the maintenance of your property and answering to emergency tenant queries. You decide to invest in a property manager. What do you think your first search would be on Google? Will it be property managers, or best property management companies, or property management companies in Edmonton? There is a high chance of people looking for solutions within their locality. After all, they will prefer someone who is within easy reach in the case of any problems. Suppose your firm’s name is Harry’s Property Management. Then this keyword would only be effective if people knew about your firm. While property management is also a keyword, it is a broad term and can give users results from anywhere in Canada or elsewhere. Hence, the keyword, property management companies in Edmonton, is a better option. By adding a location, you let your prospective tenants and landlords know that your services are offered within the area.
When searched for Property Management Companies in Edmonton
Optimize URL’s and Title Tags
It’s not just the homepage, but every other page on the website is an opportunity to attract prospects. You must optimize each page for search engines to make sure you do not miss out on any chance of targeting prospects. While you may use keywords in the content on your web pages, there are few other things that can enhance your SEO. To allow search engines like Google, Yahoo, and Bing know what your firm is all about, you must make changes to the back-end of your website. Title tags have a great impact on search results as search engines look up to them to tell them what to display in the result pages. They appear in the tab on the top of your internet browser. For e.g., when you search for Amazon.com on your browser, you will see something like ‘Amazon.com: Online Shopping site…’ Adding keywords (like ‘Online Shopping’ here) to title tags improves your SEO. Also make sure, you keep URLs short and separate words with dashes (-) so they are easy to understand.
Link building is another important aspect of SEO. Google likes websites with more and more inbound links from other sites. An inbound link is a link on another website, which is directed to your site. Look at it this way – when you search for property management, then a Wikipedia page pops up. If the Wiki page has links to a website for other relevant information, you will use them for further reading as it seems reliable. Similarly, if a reliable site like Wikipedia has your website link, then it fosters trust among users, and they keep coming to your site for more information. For link building, connect with clients and associates who might have a business in the same industry and may be interested in helping you promote your company. But, make sure they are quality links, as Google wants users to access valuable content, and punishes companies doing bad link building just for the sake of SEO.
Use Content and Social Media Marketing
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The internet is all about content. People type in their queries and are directed to relevant information or content. Blogs are a great way to start sharing your expertise. Gradually you can start with video and graphic content too. Make sure you add in keywords in the articles to enhance your SEO prospects. While having a website is crucial, if you aren’t present on social networks, then your website may be viewed as unreliable. Everyone is on social media today. Although it isn’t directly related to SEO, they still go hand in hand. Social media allows sharing of informative content that can get more prospects to your website. Identify suitable social networks for your business first. Considering it is property management, Facebook and Instagram suit best. Now, social media is not as simple as just posting a rental home or some words describing a home. To make sure people are able to find you on social networks, you need to use the right social media marketing techniques. A digital and content marketing expert can help you with this.
32.12 million users resort to the internet for their queries in Canada. Many of these users are your prospective clients and customers. If you don’t take advantage of SEO, then you are missing out on a whole lot of business and money. A digital marketing expert can help you devise a compelling SEO strategy to boost your business’ online presence.