The mysterious art that is SEO (search engine optimization) is really not that mysterious at all.
Google only cares about one thing and one thing only. Relevance. That is it – just relevance. They do not care about you or your multifamily business — they only care about the person doing the search.
When we think about SEO from this perspective, things become a little clearer. We all do searches, and we all happen across results that are less than valuable to our needs.
Google’s job is to get the user to the best results for them as quickly as possible. It is not easy when there are so many people out there trying to game the system just to increase traffic to their site. Google gives us one directive, “Be Relevant.”
From time to time, you hear about Google’s major algorithm updates and descriptions of what they do from a technical standpoint. What you need to know is less of the technical aspects, and more of the overarching strategy — relevant content. If you can follow that advice and do it well, you will find yourself rising in the ranks of Google.
So you want to know how to do it well? Do you want to know the secret to getting your multifamily business listed?
Just follow these three tips to improve your ranking in Google:
1. Create Remarkable Content
Remarkable content is sharable content. You want your content to be so good that people want to share it with their friends, families, and others within their circle of influence. This, while a little daunting, may be simpler than you think. You can start by identifying pain points that your prospective renters may have and give them a solution. Your content shouldn’t be about driving a sales pitch, it should be about educating. Add value to your viewers. They will appreciate it, and in turn, pass it around to those within their circle of influence.
Tips for Good Multifamily Content Marketing
Create a Catchy, Relevant Headline
Try using numbers. People are drawn to lists because they are faster reads, such as: “5 Ways to Increase Your Apartment Community’s Online Ratings.”
Always Include a Call-To-Action (CTA)
Throughout your blog or at least at the end of it, provide a way for your viewers to get more helpful information by providing you a little bit of information. Give them something of value for providing you their name and email, such as a whitepaper on the “Top Multifamily Market Trends of 2020,” an infographic on “What Amenities Your Residents Really Want,” or perhaps an eBook on how to win more business by using your multifamily product or service.
This is one way to help identify which content is truly remarkable and what is not. When someone fills out your form requesting the additional information, this is what we like to call a “lead” — it shows interest!
2. Distribute Your Multifamily Content
Simply put, don’t just post content to your site and leave it at that. Get the word out. Post a link across your social channels, send it out in an email blast, get your coworkers and others in your circle to post it as well. This will create a buzz around your multifamily business and you will start seeing a spike in traffic to your site just because of this. Every post you make needs to include social sharing icons, making it easy for your viewers to share it. The easier it is to share, the wider your reach.
3. Encourage Commenting and Respond to Comments
This last point is not that hard, just invite viewers of your content to leave you feedback through comments. This provides a great way to start building relationships with prospects who are interested in using your multifamily product or service.
To sum things up for you, there is nothing magical about these three steps. As a wise man once said, “If it is not worth doing right, then it’s not worth doing.” Writing remarkable multifamily content takes time and effort, but it pays off in the end.