SEO (Search Engine Optimization) is the process of improving the volume and quality of traffic to your website from internet search engines. Search engines want to return the most relevant results possible to their users.
According to eMarketer, 94% of shoppers click on the 1st through 10th search results. Optimizing your online presence for search engines will drive traffic to your website. However, even if you are approaching SEO correctly, it may take eight months to a year to see marked improvement.
How to Optimize for Search Engines?
The first step is to determine which keywords are the most popular when it comes to how a resident is searching for your community. Next, research where users are coming from when they visit your website and where did they go when they leave. For this, it is imperative that you have web analytics set up for your website (Google Analytics is a popular choice…and it’s free); without it you have no way of monitoring the website metrics that matter. By understanding keywords and user behavior, you can take advantage of this information to drive traffic to your website and improve search engine ranking.
HubSpot indicates that companies with a blog generate 55% more web visitors. This is because blogs with original content help improve SEO. Developing great content is the most common recommendation for improving search engine rankings. Every search online has an intended outcome: to find, learn, buy, fix, understand or solve. Content that addresses a user’s needs is the best possible way to improve search engine rankings.
Remember, content is not just blog posting. Content also includes white papers, videos, FAQ’s, and real-time updates on social networking sites. Content can be found on your property management website, Internet Listing Sites, blogs, and social networks.
Where Do You Find Good Content?
Rewrite content into different formats. The objective is to optimize each piece of content for multiple channels. For example: A webinar can become a video on YouTube, a presentation on SlideShare, and the notes can become a blog post.
Repurpose and reorganize content you already have, and categorize it by keyword or concept. For example, that printed brochure from last year could be scanned and shared on your property management Facebook page.
And if you publish your content on a website other than yours, be sure to include a link back to your site. To take it a step further, make the text in the link (aka. anchor text) one of your keywords or keyword phrases.
4 Rules for Great Content.
- Relevant to your company
- Relevant to your reader
- Not overly-promotional
But great content is not enough to drive traffic. Various channels should be used to distribute your content. From email marketing to social sharing sites you have to help the content spread. Facebook says “Likers” click links to external websites 5.4x more than those who don’t use the like button. By sharing the content you will direct more traffic to your site and introduce more users to your community.
Improving content and services should be a priority, regardless of the type of website. If you create content that is primarily for your users, not search engines, you cannot go wrong. After you have an understanding of the type of content your users need, the next step is to start optimizing your site(s) for search engines. The most effective SEO tactics include keyword research, title tag optimization, competitive research, on page content optimization, link building, meta tag and description optimization, integration of social media, blogging, online press release distribution and utilizing an XML sitemap.