Having an excellent website that no one sees is like dumping money into a burning bucket. Your site has to be optimized for search engines to get a return on the investment you put into it.
Search Engine Optimization (SEO) is the key to making sure your website both looks good and works for you 24/7. SEO makes your website pop up higher on search engines. Here are five things anyone can do to help make their website more visible on Google and other search engines.
When people search, they type in words that then become keywords. If your site has the right keywords on it, it's more likely to be ranked toward the top. Granted, if someone types in "property management," there's only a small chance of your site coming up. However, people tend to be more specific in their searches: they type in phrases that help them pinpoint the information they need.
For example, if a client is in Texas, they may search "DFW property management." However, they'll get too many results; the search requires further refining. They may try being more specific with the search and type something like "DFW turnkey property management."
The first keyword is very general, and you will have a lot of competition if you have articles and blog posts with only "DFW property management." But how many websites are going to have pieces that have the term "DFW turnkey property management?" This kind of situation is where you can use SEO to grab an advantage.
You can write some articles with the term "DFW turnkey property management" in them. When a buyer types in that term, Google, or another search engine, scours the internet trying to find it. Because you mention that in your articles, your site may be more likely to pop up toward the top of the list!
Publish Content That Is Relevant to Searches
The kind of content you publish can also help pull in more visitors. A search is typically an implied question: search engines use artificial intelligence to figure out which sites contain content that answers the question a searcher has.
For instance, if someone types in "how to find turnkey property management in DFW," Google understands that this is a question the searcher wants to be answered. As Google reads your site, it's looking for an answer to that specific question. If it determines that your website provides a satisfactory, precise, or thorough explanation, it's more likely to rank it higher in the search results.
Your content should always directly answer a question to catch Google's attention. While writing about an experience you had on vacation may make for interesting reading, putting it in a sentence like, "We stayed in a turnkey property in DFW," may not be enough. Google isn't going to identify your site as a reliable source of information about turnkey properties in the DFW area.
Instead, try to include information that answers the questions your target audience may be asking.
Structure Pages so That Answers to Questions Are Readily Available
The way these answers are presented makes a difference to search engines, too. The human eye can take in a plethora of information in a fraction of a second. However, our brains can only focus on a few things at a time. Here are some things our brains—and Google—like to see:
- Subheadings: Even if your article or blog has the prose of Proust, if it's a wall of text, a search engine is going to label it as hard to read. Subheadings break up the text and make it easier to read.
- Bullet points: While you can go overboard with bullet points, having one or two sets of bulleted or numbered lists can make your site creep higher in the rankings. Like subheadings, bullet points are easier to read.
- Short paragraphs: Forget what your high school English teacher taught you: keep your paragraphs less than 100 words. It enhances readability and makes your page easier to scan—and search engines agree.
Write Content That Others May Want to Link To
Backlinks are one of the most powerful influencers of Google's—and other search engines'—decision to rank a page higher. A backlink is when another site links to your site. There are several ways to get backlinks that require a little bit of technical knowledge, but the easiest way is to make your site worthy of linking to!
You can do this by producing content that is accurate, informative, and that specifically addresses common questions.
Use Quality Multimedia
People love videos and images. Search engines understand this, and they can figure out whether or not your site has high-quality multimedia. To get your site higher in the rankings, try including the following multimedia:
- Images: Use about one every 500 words.
- Infographics: These present information using shapes, colors, and simple diagrams instead of a wall of text.
- Videos: Keep your videos informative and to the point.
- A long video may be entertaining, but unless it needs to explain something elaborate, it shouldn't be much more than 10 minutes.
- A shorter video will make people more likely to share it, resulting in higher search engine rankings.
You wouldn't willingly set your money on fire—and you shouldn't keep your website on the sidelines, either. Use these steps to help your site climb the search rankings and into the eyes of your target market! While these are all tips you can apply on your own to jumpstart your property management marketing, there's more to a great website than SEO. This is precisely why Rent Bridge partners with companies like yours to expand your online presence. When it comes to growing your property management company, there are no wrong questions; Rent Bridge is happy to answer them all. Reach out to us today for a consultation, and let's discuss what we can do to launch your business into the Google spotlight!