Capture the Traffic - SEO Tools and Tips to Help You Maximize Web Traffic


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Learn practical and easily implementable SEO tactics you can use to build traffic to your property and management company websites. Learn what you need to do to sustain great search engine rankings as well as how social media will affect your SEO strategy.

This presentation will share:
- 5 minor website changes that will boost SE rankings now
- The importance of inbound links and other off site SEO factors
- What sustains high SE (search engine) rankings
- How social media is changing SEO

Ellen Thompson has 18 years of experience conceptualizing, growing and managing multiple technology-based start-up companies. She is currently the CEO and Co-Founder of 4 Walls ( which offers web-based solutions that help property managers and owners in multifamily industry attract and retain residents, including apartment marketing (, website development and search engine marketing ( and social media marketing ( Ellen has a B. S. in Economics from the Wharton School of the University of Pennsylvania.

This webinar would not be possible without the support of our amazing sponsors, Matt's 3D Floor Plans and CallSource! So please take a moment to check them out!

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Capture the Traffic - SEO Tools and Tips to Help You Maximize Web Traffic

  1. 1. Capture the Traffic - SEO Tools and Tips to Help You Maximize Web Traffic Presented by Ellen Thompson Proudly sponsored by:
  2. 2. <ul><li>Identify 5 website changes that will boost your site's search engine rankings </li></ul><ul><li>Working understanding of: </li></ul><ul><li>Inbound links </li></ul><ul><li>Other off site SEO factors </li></ul><ul><li>How you sustain high search engine rankings </li></ul><ul><li>Social media's impact on SEO </li></ul>SEO Course Learning Objectives
  3. 3. <ul><li>Identify realistic, page-specific keywords </li></ul><ul><li>Update Title and Meta Description tag </li></ul><ul><li>Update page content </li></ul><ul><li>Improve site linking </li></ul><ul><li>Secure 5 inbound links </li></ul>5 Changes That Will Boost SEO
  4. 4. Identify page-specific keywords <ul><li>Get a keyword reality check </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Examples </li></ul><ul><li>Atlanta apartments </li></ul><ul><li>McDonough apartments </li></ul><ul><li>Carrington Green </li></ul><ul><li>City, State searches most realistic </li></ul><ul><li>Optimizing for property name helps you get credit for drive by traffic </li></ul>
  5. 5. “ 3D Floor Plans Designed to Look Just Like Your Apartments”
  6. 6. Update Title & Meta Description Tag <ul><li>Title Tag </li></ul><ul><li>69 characters or less </li></ul><ul><li>Must include targeted keywords </li></ul><ul><li>Use dividers to improve readability </li></ul><ul><li>Be consistent throughout site </li></ul><ul><li>Description Tag </li></ul><ul><li>Only 156 characters display </li></ul><ul><li>Must include targeted keywords </li></ul><ul><li>Think of it as a short ad for your community </li></ul><ul><li>Be consistent throughout site </li></ul>
  7. 7. Example: <ul><li>Current: Welcome to Carrington Green - Carrington Green, professionally managed by Pegasus Residential, LLC </li></ul><ul><li>Suggestion: Carrington Green Apartments McDonough, GA – Apartment for Rent </li></ul><ul><li>Analysis </li></ul><ul><ul><li>Deleting irrelevant keywords </li></ul></ul><ul><ul><li>Adding apartments, apartment, city, state, rent </li></ul></ul><ul><ul><li>Adding apartments after Carrington Green </li></ul></ul>
  8. 8. Example: <ul><li>Current: None </li></ul><ul><li>Suggestion: Carrington Green apartments in McDonough, GA offers studio, 1, 2 and 3 bedroom apartments for rent. Pet friendly rentals are professionally managed by Pegasus Residential. </li></ul><ul><li>Analysis </li></ul><ul><ul><li>Added critical keywords </li></ul></ul><ul><ul><li>Main details found in first 156 characters </li></ul></ul><ul><ul><li>Branding worked back in </li></ul></ul>
  9. 9. Poll Do you currently have websites for individual communities?
  10. 10. Update Page Content <ul><li>Keywords need to be in content </li></ul><ul><li>SEO copyrighting must not distract from user experience </li></ul><ul><li>Quality content throughout site is the most important long term SEO investment </li></ul>
  11. 11. Example: <ul><li>Good start </li></ul><ul><ul><li>Carrington Green is mentioned </li></ul></ul><ul><ul><li>Content is text-based and of reasonable length </li></ul></ul><ul><li>Needs improvement </li></ul><ul><ul><li>Frequency and location of apartments </li></ul></ul><ul><ul><li>Keywords not on the page: apartment, rental, rent not part of permanent content, McDonough, GA </li></ul></ul><ul><ul><li>Outdated special ($250 off August as of September 14) </li></ul></ul>
  12. 12. Example: <ul><li>For those who are accustomed to luxury and convenience. Carrington Green apartments in McDonough, GA is a blend of sophistication and care free living… A dedicated team of apartment rental professionals committed to your satisfaction… An uncompromising standard of excellence… Your expectations are important to us. We recognize you have choices where you rent . </li></ul><ul><li>Your living experience begins with an array of custom details and provisions designed exclusively for Carrington Green. </li></ul><ul><li>Carrington Green offers spacious floor plans and elaborate amenities to complement your busy lifestyle. Relaxing by the pool or having a challenging work out in the fitness center… your choice. </li></ul><ul><li>Whether you find our level of service to be redefining or exceeding your expectations, we hope to transcend your high standards. </li></ul><ul><li>Add in Footer apartment name and address. </li></ul>
  13. 13. <ul><li>Custom analytics identify company and industry trends and give you actionable data </li></ul><ul><li>Optimize your marketing investment </li></ul><ul><li>Increase your resident retention </li></ul><ul><li>Identifies whether you've received sufficient leads to meet your sales goals </li></ul><ul><li>Reveals true marketing cost/lead </li></ul><ul><li>Our analysts interpret your data, identify problems and provide solutions </li></ul>
  14. 14. Improve Site Linking <ul><li>Not as relevant in single property site, but critical for property management site </li></ul><ul><li>Internal link building ideas and tips </li></ul><ul><ul><li>Breadcrumbs </li></ul></ul><ul><ul><li>Site map </li></ul></ul><ul><ul><li>Text links should use anchor text </li></ul></ul><ul><ul><li>Links to related communities </li></ul></ul><ul><li>Build property pages on main property management site </li></ul>
  15. 15. Importance of Inbound Links <ul><li>Inbound links are links from other websites to yours </li></ul><ul><li>Critical component of Google search engine algorithm </li></ul><ul><li>Not all inbound links are created equally </li></ul><ul><li>Trusted, authority sites best </li></ul><ul><li>Links from pages with high Page Rank best </li></ul><ul><li>Text links with relevant keywords as anchor text best </li></ul><ul><li>Stay away from link farms </li></ul>
  16. 16. Secure 5 Inbound Links <ul><li>Easy to obtain links </li></ul><ul><li>Facebook page </li></ul><ul><li>Twitter </li></ul><ul><li>Google Places page </li></ul><ul><li>Yahoo local page </li></ul><ul><li>Bing local page </li></ul><ul><li>Yelp </li></ul><ul><li>Online Yellow Pages (, </li></ul><ul><li>Sister property sites </li></ul>
  17. 17. Do you use Google Analytics or other stat software to monitor and track web traffic? Poll
  18. 18. Off Site SEO Factors <ul><li>Much of SEO is indirectly in your control through content </li></ul><ul><li>Sample of off site SEO factors </li></ul><ul><li>Page rank – rating of your site </li></ul><ul><li>Trend in visitor count </li></ul><ul><li>User bookmarks </li></ul><ul><li>Domain expiration date </li></ul><ul><li>1 year looks like a “throw away” domain </li></ul><ul><li>Tip: register domain for 5 years </li></ul>
  19. 19. How to Sustain High Search Engine Rankings <ul><li>Develop content plan </li></ul><ul><li>Keep site content updates </li></ul><ul><ul><li>Current rents </li></ul></ul><ul><ul><li>Current specials </li></ul></ul><ul><li>Develop new content </li></ul><ul><ul><li>Neighborhood information </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><li>Make sites as dynamic as possible - Twitter, Facebook or blog headline integration </li></ul><ul><li>Develop linking strategy </li></ul>
  20. 20. Social Media's Impact on SEO <ul><li>Social media sites appearing higher in Search Engine rankings </li></ul><ul><li>Large sites built to maximize SEO </li></ul><ul><li>Frequently changing content </li></ul><ul><li>Social media can help increase you monopolize searches for your community name </li></ul><ul><li>Reduce dependency on ILSs </li></ul><ul><li>Reduce cost of lead generation </li></ul>
  21. 21. Examples of SEO Success <ul><li>Narberth apartments, narberth pa apartments – </li></ul><ul><li>Northeast philadelphia apartments – </li></ul><ul><li>Yono apartments – yonoapartments – social media optimization example </li></ul><ul><li>New haven apartments – – easy SEO changes to an existing site yield big results </li></ul><ul><li>Quantify success by measuring traffic using Google Analytics </li></ul>
  22. 22. SEO Course Review <ul><li>Develop list of target keyword phrases </li></ul><ul><li>Change Title, Meta Description and Site content to include keyword phrases </li></ul><ul><li>Get other websites to link to yours now and on an ongoing basis </li></ul><ul><li>Make updating and improvement your website part of your marketing routine </li></ul><ul><li>Use Facebook, Twitter, blogs and other social networking vehicles to enhance search engine positioning </li></ul>
  23. 23. Questions? SEO Tools and Tips to Help You Maximize Web Traffic Ellen Thompson 4 Walls, LLC [email_address]
  24. 24. Thank You! Ellen Thompson [email_address] 800-390-1776 Joe Summers [email_address] 866-541-0324 Matt Doetsch [email_address] 224-218-9218 (