This week, we are back with part two of our SEO in Other Words series. Last time we left you, we were discussing SEO in terms of leasing; for example, organic vs paid content and secret shoppers. So, as we continue on in this literary adventure, keep in mind “your property” is equivalent to “your website” and the “leasing market” is equivalent to “the internet”.
You want your apartment complex to have everything your tenants need, right? So if your complex was built in the 80’s, it probably no longer meets the standards of today’s society. The amenities and apartment features that would have been popular at that time are no longer considered revolutionary, but rather outdated. So, if you toured an apartment complex whose selling point was that they have “murphy beds and AC window units”, it may be apparent that they desperately need an update.
Residents are always looking for the next big thing, and it is in your best interest to offer it as such. So, stay ahead of the game and be sure to consistently update your property. If prospective residents see that you are working hard to stay up to date and changing with the times, they will be more compelled to lease with you.
At the same rate, the same thing can be said about the update frequency of your website. Google wants to see that you are constantly updating and meeting new standards. Every time the google bots crawl through your site, they want to see fresh new content and updates. So give the people, and the Google bots, what they want. Create a marketing calendar for yourself and plan on scheduling content that covers trending topics, events, and keywords. And, most importantly, consistently stick to it!
Your amenities and apartment features go a long way when it comes to leasing; however, at the end of the day, it all comes down to the overall experience that your tenants and prospective residents have when they engage with you. For example, you may have a beautiful property with luxurious amenities, but if the staff is rude, the vibe is unpleasant, and there’s nowhere to park, the overall user experience will likely be negative. From the second a resident enters your property, they are immediately judging all that you have to offer; including how hard it was to park, how quickly they were greeted, the quality of the brochure they were handed, and so on. This is why you focus on making sure your clients have a great experience every single step of the way!
The same can be said for your website. The user experience is critical when it comes to SEO. If your site takes too long to load or there are too many confusing tabs to navigate through, you could potentially lose a client within a minute of them landing on your site. And, it is quite common for customers to formulate their opinion of your company, just from looking at your website. Inasmuch, if your site is old, slow, and unhelpful, it is very likely that users will assume those characteristics carry over when it comes to your service. Think of the last time you landed on an outdated website that did not function or load properly. Did that create confidence or concern about the company you were considering? Exactly.
So, just as you update your property regularly and focus down on the user experience, make sure you are doing the same with your website. Check back soon for part three of our SEO in Other Words Series.