October 03, 2012
Keywords: SEO for Property Management Companies
Do you know your keywords? Consider these two compelling stats: 1.) 70% of the links search users click on are organic, and 2.) 75% of users never scroll past the first page of search results. These days, the search for property management services and apartments to rent begins online. To ensure that your company remains competitive, it’s vital that your property management website be easy to find. One of the best ways to do that is to incorporate the right keywords.
Keywords 101 for Property Management Companies
To make keywords effective, there are two main factors you need to consider: identification and application. Both are equally important in leading search engines – and therefore customers – to your website.
1. Identify the right keywords
Different pages have different objectives; your services page may be geared toward property owners, yet your listings pages are aimed at renters. For maximum optimization, focus on a few targeted keywords that are specific to each page.
Property management firms often choose keywords that are too broad, such as “apartment for rent” or “property manager.” These words are problematic because they don’t give the user enough information. They’re also very common terms that generate far too much competition among property management websites.
A better approach is to use long-tail keywords that are more personalized to your services. Typically a long-tail keyword is a keyword phrase that is 3 words or longer. It’s easier to rank well for these phrases.
For example, a landlord, REIT or owner looking to showcase their rentals might want to avoid the generic “apartment for rent”, and target your keywords by location. Consider phrases like “apartment for rent in Ottawa”, or better yet, “apartment for rent in downtown Ottawa”. Don’t forget about descriptions like bedroom size, as this is valuable information that your demographic is more likely to search for.
Property management companies looking to attract more owner customers may want to include defining words like “commercial”, “residential”, “condominium” in addition to “property management company”. If you serve a particular city (Toronto, Calgary, Vancouver, etc.) also include this as well.
A great resource for your keyword research is Google’s Keyword Tool. It will help you easily identify the best words and phrases for drawing traffic to your site.
Tip: Switch from broad to exact or phrase match volumes to help find the keywords with the most search volume in your niche. Also, if you are a Canadian company be sure to change the results from the default “United States” to “Canada” to get local search results.
2. Put your keywords in the right places.
Once you’ve found the right keywords, it’s essential that you incorporate them properly. Some property management firms include keywords on their homepage, and forget about the interior pages, which are equally as important.
The best approach is to distribute keywords in key locations in your website.
Title Tag: A title tag tells both users and search engines understand the topic of any given page. This tag appears in the top of a browser’s window as well as in tabs. (Get more information here.) Each page should have a unique title tag, with keywords first and company name second.
Meta Description: While not an influencing factor in search engine rankings, sometimes meta descriptions will appear in search results as the blurb beneath the link. This is an excellent opportunity to create a persuasive and unique description of each page. Incorporate your keywords as these words will appear in bold in the search engine results, if they match the search query.
Header tags: Header tags should be for structuring content in a hierarchy. Your page’s headline is usually an H1 tag, and sub-headings are H2, H3 etc.
Copy: Your keywords should appear a few times throughout the body of the copy and the copy must read naturally. Tip: Avoid keyword repetition: It makes your copy hard to read, defeating the purpose.
You should also incorporate keywords into your file names and internal links. A services page with the file name of “yourcompanyname.com/property-management-services” is much more effective than one named “yourcompanyname.com/1234.html.”
Never underestimate the power of keywords. The wrong ones, used in the wrong place, can lead traffic away from your website. But with the right words, you can ensure that customers will land at your digital front door. If you are looking for a professional property management website and marketing tool, check out Property Vista.