We all know that search engine optimization (SEO) is a must, but, do you know actually why?

SEO is important to securing the level of online traffic your property’s website deserves, while creating the optimal user experience. This important tool is now more important than ever before. It ensures that your website is easy for both users and search engines alike by determining which content and/or pages are useful to the active, organic search. If your property is opting out of an official SEO strategy, now is probably the time to reconsider.

Here are the top five commandments of SEO that, when followed and implemented correctly, are sure to produce substantial results for your property.

1. Thou shalt use keywords; and thou shalt use keywords correctly.

Keywords to SEO is like Fandango is to movies. Just as movie goers are searching for the latest and greatest cinema, prospective renters are similarly typing in specific words and phrases to find their next place to call home. When determining which keywords to use and purchase, you need to do your homework. Consider using locations and highlighting specific amenities that your property may offer that you know are top selling points. Typing in the names of your competitors can help in determining which keywords to use as well.

2. Thou shalt swear to use analytics.

When you decide to invest into a marketing initiative or new concept at your property now, don’t you implement metrics to track its success? The same should hold true for your website. Analytics is like liquid gold for marketers, as it helps measure the traffic and conversions of your site; thus, determining user responsiveness. With this golden information, you’re then in a better position to tweak your web strategy to better engage your target(s).

3. Patience is a virtue.

Killer SEO results very rarely happen overnight. So, despite your urge to have a near freak-out–don’t. After investing in keywords and optimizing your site, you have to sit back and let your renters do what they do best–find you. You’ll know if your SEO strategy will need a little tweaking if you’re still not seeing results in about six months.

4. Thou shalt not slack on the content.

Perhaps one of the most important aspects of SEO is good, quality content. Every major search engine nowadays will crawl a website for text to substantiate the nature of the site. Those sites with adequate content will actually rank higher for their associated keyword searches than those with minimal or poor content. But, beefing up your site with content just isn’t enough to land a top spot in the rankings.

You’ll need to structure your content specifically for SEO, which means ensuring the top keywords are strategically placed in your web titles and throughout your pages. Now, I want to emphasize the “strategic” aspect here, as there is also such a thing as “keyword stuffing,” which actually goes against your mission and will absolutely not place you higher in the SERPs. You’ll want to avoid the “copy/paste” phenomena and actually take the time to integrate this language into your pages naturally.

5. Thou shalt not shy away from sitemaps.

Sitemaps, when done correctly, can be one powerful tool. These magical guides hold all the information and details about your website, including your content. When a user searches one of your keywords, the search engine will then crawl a sitemap to pick out which pages are relevant and then present these pages at the top of the SERP. By submitting a sitemap to Google, you make it easier for you to be found by the two entities that you value most–Google and your renters.

Rentbot can help.

At Rentbot, we design websites for your multifamily properties that attract, convert and retain tenants. We do this in part by incorporating website features that work as hard as you do–SEO included. Each Rentbot site is already loaded with a built-in SEO package so your renters can find you exactly when they need you. Through targeted keyword research, we’re able to optimize each page of your site to truly enhance your organic search engine ranking. And, with ongoing maintenance and monthly reporting already included, you’ll have more time to focus on what you do best–lease.

Leave the SEO commandments to us. Attract more high-quality leads with Rentbot and be well on your way to a new high-performance website in a matter of days!

Still not convinced? See exactly what we can do for your property through our free 30 day trial, here.

About the Author

Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising and copywriting, she has helped a multitude of clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.