As today’s future renters are much more likely to start their apartment search through an online search engine rather than through traditional marketing channels, search marketing has become a valuable tool in the home directory. multifamily operator.
The main benefit of mastering this tactical marketing tool is that you reach customers who already have genuine purchase intent – and they will keep coming back for more as they move through the process and get closer to taking. decision.
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According to Mike Whaling, president and founder of 30 Lines, search marketing is a must for multi-family owners and operators, especially organic SEO that shows up in free search results, but also paid ad serving on Google. that appear during specific keyword searches.
“Many of our customers see up to 65% or more of their website traffic from search, and typically an even higher percentage of those visitors who come from search ultimately convert to leads and rentals,” he said. said Whaling. Multi-dwelling news.
And as sophisticated new technologies emerge in service and customer support, a successful multi-family search strategy can no longer include only traditional search engines like Google, Safari, or Firefox. It must include mapping engines like Google Maps, Apple Maps or Waze, according to Morgan Porter, director of digital marketing at Birchstone Residential.
“Internet Listing Services (ILS) and social media advertising are great, but they are supporting sources of advertising. They can help drive traffic to your website, but there is a risk that these outlets will also serve the competition in your market to a prospect, ”he said.
The language of SEO
Search engine optimization (SEO) is at the center of any successful search marketing program. SEO improvement is the process of ensuring that a website’s design and content is relevant to the target audience and attracting organic (unpaid) traffic from the search engine results page.
Like any other text on the website, the blog content should also be optimized so that it is the most appealing to the search engines.
Here are some of the other glossary terms and concepts used when multi-family marketers work on SEO:
- On-page or off-page SEO: According to Semrush, an online visibility management and content marketing platform, on-page SEO is all about optimizing webpage factors that clearly help search engines understand content in context, including things like title optimization, H1 and meta tags, image alt tags. , etc. Off-page SEO includes link building and other tactics that improve a website’s authority in the eyes of search engines.
- Alt tag: This is the text you attach to any image included on the blog, especially the main blog image. This is important because Google cannot read images, it only analyzes text. By attaching text to your image, you tell Google what your image is and improve the SEO of your property management.
- Title: Title tags (H1-H6) separate content into sections, based on their importance, with H1 (title tag) being the most important and H6 being the least important. Title tags should be used naturally and should include target keywords where appropriate.
- Click-through rate (CTR): According to Search Engine Journal, this is the rate (expressed as a percentage) at which users click on an organic search result. It is calculated by dividing the total number of organic clicks by the total number of impressions, then multiplying by 100.
- Link equity: That’s the value of inbound links, in terms of relevance, authority and trust, according to Search Engine Journal. However, a “link farm” is considered a spam tactic. This is when a group of websites link to each other, usually with the help of automated programs, in order to artificially increase search rankings.
- Persona SEO: This term refers to the buyer’s persona. The marketing team creates a fictitious person representing a typical prospect or client and the relationship they may have with multi-family property, according to SEO marketing agency Sematic.
- Keyword: It’s a word your prospect uses when researching online. SEO experts point out that it is very important to use keywords as naturally as possible in your blog content and to avoid repetitive “keyword stuffing”. Also make sure your content is relevant to what you want to be found for. For example, in order to market your property, be sure to focus on location as well. Long tail keywords are usually more than three words in length, and they are often more specific than short tail queries.
- Black hat: These are SEO practices such as buying links that do not meet Google’s quality guidelines. White hat refers to search engine optimization practices that comply with Google’s quality guidelines.
- Page segmentation: This term refers to the fact that separate parts of a website are treated differently in terms of SEO. According to Internet Marketing Ninjas, a search engine spider will, in theory, focus more heavily on the main content block towards the center of the page than a footer, navigation menu, or advertisements. Market segmentation, on the other hand, consists of grouping tenants or potential buyers into groups with common needs and who respond in a similar way to a marketing action.
- Heroes, Hub and Hygiene: It’s a content planning strategy and marketing model designed by Google for YouTube publishers, but the principles can be applied to all forms of content marketing, according to StickyEyes, a digital agency focused on research, content and digital strategy. The “hero” refers to “mainstream” content campaigns; the “hub” is populated with regularly published and attractive content; and “hygiene” is the content that people are looking for on a regular basis.
Capture the target audience
As Whaling points out, when you can anticipate what prospects are looking for – or relevant keyword phrases – and create the content that is the best answer to their question, you’ll show up in those search results and drive more potential customers to. your website. .
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Certainly, in the rapidly changing digital environment, a property only has seconds to make a good impression, according to Christine Lutz, executive vice president of Wolf Development Strategies, a specialist development services firm providing comprehensive marketing services. and sales.
“Therefore, it is important to invest in quality renderings, photographs and videos to help prospects visualize a new construction development in some cases months or years before it is actually built.” said Lutz MHN.
Whether organic or paid, search marketing can help a multi-family brand reach target audiences faster and with more controlled messaging.
“The ultimate goal of every marketer is to drive traffic to the website with the fewest clicks possible,” Porter noted. “Whenever you can drive quality traffic to the website, you get higher conversions. This is what search marketing allows you to do. “