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What's Going on with Google? SEO for Property Managers


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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

Published in: Recruiting & HR
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What's Going on with Google? SEO for Property Managers

  1. 1. 8/10/2017 What’s going on with Google? SEO for Property Managers
  2. 2. Who am I?
  3. 3. Who am I?
  4. 4. Conferences I’ve spoken at:
  5. 5. Sites I’ve Written for:
  6. 6. …including the most expensive sports player in the world
  7. 7. Where I am now
  8. 8. 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?
  9. 9. SEO Is DEAD!!!
  10. 10. OMG!!! THEY KILLED SEO
  11. 11. Q&A?
  12. 12. A brief history of Search
  13. 13. A game changer is born
  14. 14. SEO in 2000
  15. 15. SEO in 2017
  16. 16. What to think about SEO A One Off Feature A Project That Begins and Ends
  17. 17. What to think about SEO Magic
  18. 18. What to think about SEO Complex Simple
  19. 19. What to think about SEO Personalized Constant Change
  20. 20. What to think about SEO seo is still a powerful traffic driver for most sites seo is constantly evolving
  21. 21. 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
  22. 22. Wings on a pig…
  23. 23. 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
  24. 24. How many clicks do I get?
  25. 25. SEO challenges
  26. 26. The evolution of SEO
  27. 27. 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
  28. 28. 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
  29. 29. SEO – The more things change…
  30. 30. SEO – The more they stay the same… “Content is a top 2 ranking factor” – Andrey Lipattsev, Google 2016
  31. 31. ForRent and SEO Content Quality
  32. 32. 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
  33. 33. ForRent and SEO
  34. 34. 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
  35. 35. Keywords Head Apartments Medium Apartments in Houston Long Tail Pet friendly 2 bedroom apartments for rent in the inner loop Houston, Texas
  36. 36. Blogging and SEO Links & engagement
  37. 37. Blogging and SEO
  38. 38. Blogging and SEO Links & engagement
  39. 39. External content and SEO
  40. 40. The mobile revolution
  41. 41. The mobile revolution 2017: Google is moving to a “Mobile First” index. Sites that excel at mobile will be those that prosper
  42. 42. The mobile revolution
  43. 43. The mobile revolution
  44. 44. The mobile revolution
  45. 45. The mobile revolution Responsive Design
  46. 46. The mobile revolution AMP
  47. 47. The mobile revolution AMP
  48. 48. Search strategy SEO SEM
  49. 49. Integrated Search strategy Desktop SEO Mobile SEO SEM Display Partnerships Branding
  50. 50. 10 blue links of the past
  51. 51. The future of SEO • Chatbots
  52. 52. Chatbots
  53. 53. The future of SEO • Chatbots • Virtual Assistants • Siri • Cortana • Alexa • Google Home
  54. 54. Virtual assistants Q&A
  55. 55. Virtual assistants Q&A
  56. 56. The future of SEO • Chatbots • Virtual Assistants • VR / AR • Wearables / IoT • Interest Graph / Personalization • Artificial Intelligence
  57. 57. AI
  58. 58. 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
  59. 59. 8/17/2017 Standing ovation* followed by questions * Suggested response ;)