There are a lot of changes coming to the ways that search engines prioritize your website’s search ranking... and they could affect your bottom line as a property manager more than you might think. Check out these slides to learn: Why Google is putting mobile-friendly sites first What your search ranking says about your profits How you can keep the #1 search result in your area What you can do to improve your overall web presence

1. 8/10/2017
What’s going on with Google?
SEO for Property Managers

2. Who am I?

3. Who am I?

5. Conferences I’ve spoken at:

6. Sites I’ve Written for:

7. …including the most expensive
sports player in the world

8. Where I am now

9. What we’re talking about today
• Is SEO still something you need to be concerned about?
• How does SEO impact my bottom line?
• What are the main ranking factors that you need to pay attention to?
• What’s “Mobile First” all about, and how does that impact my brand?
• What’s next in search that can impact the apartment industry?

10. SEO Is DEAD!!!

11. OMG!!! THEY KILLED SEO

12. Q&A?

13. A brief history of Search

14. A game changer is born

15. SEO in 2000

16. SEO in 2017

17. What to think about SEO
A One Off Feature A Project That Begins and Ends

18. What to think about SEO
Magic

19. What to think about SEO
Complex Simple

20. What to think about SEO
Personalized Constant Change

21. What to think about SEO
seo is still a powerful traffic driver for most sites
seo is constantly evolving

22. What to think about SEO
“The goal of SEO is not to put
wings on a pig, but to genetically
reengineer the pig into an eagle.”
Bruce Clay

23. Wings on a pig…

24. SEO is…
Search Engine Optimization (SEO) is the art and
science of getting web pages ranked for targeted key
words.
Different key words have different ranking
criteria
Each Search Engine has their own ranking
criteria which constantly changes / evolves
SEO takes time, as trust is a huge part of the
algorithms
Trust = age of site + relevancy of links to site
+ age of links to site + frequency of links
gathered + trust of site linking in + more
Google Algorithm has 200+ ranking elements
SEO is a continual, building process

25. How many clicks do I get?

27. SEO challenges

28. The evolution of SEO

29. The goals of SEO & apartment rentals
Attract
Goal: Targeting
renters w/o a
particular brand
search in mind
Engage
Goal: We’ve got the
prospect interested in
our brand, now get
them to more content
that will answer their
questions and provide
them the best fit
apartments
Convert
Goal: As the prospect
digs deeper, present
them with the
opportunity to fill out
the guestcard / make
a phone call and begin
their journey with the
apartment complex

30. What does a 2017 SEO team do?
• Audits
• Trouble shooting
• Keyword research
• Analytics / Reporting
• Search Engine Algorithm Update
monitoring
• Informs teams on the latest changes in
the search engines (Pandas &
Penguins, PPC updates etc.)
• Training
• General evangelism
• Vendor / Tools management
• Content strategy
• Strategic planning
• Relationship building
• Migration assistance / Site Launches
• Conversion Rate Optimization

31. SEO – The more things change…

32. SEO – The more they stay the same…
“Content is a top 2 ranking factor” – Andrey Lipattsev, Google 2016

33. ForRent and SEO
Content Quality

34. ForRent and SEO
Content Quality
What Questions are people asking?
- Cost of living
- Culture
- Jobs & employment
- Sports
- Universities
- Things to see and do
- Neighborhood information
- Local cities

35. ForRent and SEO

36. Content
• Just like each apartment community, your content should be unique
• Going in and updating the content to freshen it up / as things change is encouraged
• Get the main entities (keywords) in the right / prominent places

37. Keywords
Head
Apartments
Medium
Apartments in
Houston
Long Tail
Pet friendly 2
bedroom apartments
for rent in the inner
loop Houston, Texas

38. Blogging and SEO
Links & engagement

39. Blogging and SEO

40. Blogging and SEO
Links & engagement

41. External content and SEO

42. The mobile revolution

43. The mobile revolution
2017: Google is moving to a “Mobile First” index.
Sites that excel at mobile will be those that prosper

44. The mobile revolution

45. The mobile revolution

46. The mobile revolution

47. The mobile revolution
Responsive Design

48. The mobile revolution
AMP

49. The mobile revolution
AMP

51. Search strategy
SEO SEM

52. Integrated Search strategy
Desktop SEO
Mobile SEO
SEM
Display
Partnerships
Branding

53. 10 blue links of the past

54. The future of SEO
• Chatbots

55. Chatbots

56. The future of SEO
• Chatbots
• Virtual Assistants
• Siri
• Cortana
• Alexa
• Google Home

57. Virtual assistants Q&A

58. Virtual assistants Q&A

59. The future of SEO
• Chatbots
• Virtual Assistants
• VR / AR
• Wearables / IoT
• Interest Graph / Personalization
• Artificial Intelligence

60. AI

61. The future of Search
• Search will continue to evolve, not die
• Your resources need to be plugged in and up to date
• Google isn’t evil, but they’re not altruistic
• Test, test, and test again

62. 8/17/2017
Standing ovation*
followed by questions
* Suggested response ;)