SEO all starts with a word typed into the search bar – the keyword. From there, Google bots search through millions of web pages that include these keywords to find the best match for the user, placing these better matches on the first page of search results. Your website could be fast, informational, and user friendly, but if it doesn’t have that keyword, it simply won’t show in the results. A keyword is a powerful tool when it comes to SEO and is something that should never be overlooked. It is essential to do the research, track the progress, and alter the strategy as need be. Keep reading to discover how you can make the most of your keywords. 


Understand Your Audience

It’s important to remember that it’s not about getting visitors to your website; it’s about getting the right visitors! So the first step to utilizing your keywords is to understand your audience. For a moment, put yourself in your customers’ shoes. Although you are a multi-family mega-mind, the average citizen isn’t. So instead of considering what you would type into Google to find your business, consider what the average person would type in.

If you want to get even more specific with your keywords, consider what type of community you are. If you are family housing, consider keywords with the term “family” included; however, if you are a luxury community in Downtown Los Angeles, you will want to use more suitable words to better reach your audience. Remember to keep fair housing guidelines in mind at all times, but do your best to consider what keywords accurately describe your community – not the people. 


Get Specific

It would be great if your community popped up the second someone typed “apartment” into Google, but let’s face it, that’s very unlikely. There are thousands of apartment communities you are competing with, and they are all showing up under “apartment” on Google. You don’t want that kind of crazy competition! Instead, focus on a specific phrase that accurately describes what you offer like “two-bedroom apartment in Long Beach” or “Apartment in San Diego with Gym.” Now you are narrowing down the search and better tailoring your keywords to your target audience. 


Consider the Different Types of Searches

How many times a week do you search for vacations simply to daydream about it, with no intention of actually booking? People do the same with apartments. If someone is searching for the keyword “apartment,” they are probably just browsing and have no motive of leasing today and haven’t narrowed down their search. Just because someone is searching for something on Google, doesn’t mean they have intentions of buying. You instead want to focus on the long-tail keywords such as “studio apartment in Downtown Longbeach.” This phrase shows that someone is actively looking and has narrowed down their search to a specific size apartment and location.  


So before you overlook your keywords, remember that they can significantly impact your SEO and your marketing campaign as a whole. It’s essential to understand your audience, get specific, and consider the different types of searches. Have any questions about keyword research or strategy? Post your question in the comments below!