Wait… What is Search Engine Optimization?Search engine optimization (SEO), is the process of increasing your website ranking in organic (Non-paid/free) search results in search engines. In a perfect world, you want your website to show up in the first spot of a Google search when searchers type in specific keywords relevant to your business.
Google is the most predominant search engine with a hold on 90.1% of the total search engine market. There are others; Bing, DuckDuckGo, Yahoo, etc. but no one shares the same success as Google. By now, it is guaranteed you have heard the term “SEO” or “Search engine optimization.”
That has a lot to do with the fact that 93% of online experiences begin with a search engine. Given this statistic, it makes sense that more top-level executives are ramping up SEO efforts than ever before. It also makes sense for you to understand a few basic SEO essentials to help potential clients find your business online.
Optimize Your Website for Mobile DevicesPart of a robust SEO strategy is having your website optimized for both mobile and desktop visitors. The simplest way to test your website’s mobile compatibility is by visiting it on various devices checking performance and load speed.
Each delay or issue when browsing is a missed opportunity for you, and a negative mark recorded against your website for Google’s ranking algorithm.
Google has noticed the increasing trend of people using their phones more each year. This means that SEO for mobile is a must-have part of any search engine optimization strategy. This also means that now, Google wants more than just a fast site to rank you highly on Google. In 2019 mobile SEO is about understanding your potential consumers and how their search habits are similar yet different to desktop searchers.
Think about your searching tendencies; What you are thinking when you are rushing and want a prompt answer from a Google search? You want information up-front as quickly as possible. This is precisely why most searches, done on mobile yield results that specifically target mobile searches.
Understand How Users Are SearchingTo know what keywords to target, you must identify what people are searching and how. Keyword testing and research are still great SEO strategies, but, nowadays, you need to understand the search intent. Companies can no longer rely on a few effective keywords that are lead generators for your website.
A long-term SEO strategy that examines the search intent, reason, and purpose behind each action a user takes. Instead of knowing which keywords work for your website, you will understand what a potential client wants to uncover from their search, what sentences they type into the search bar and how you can best display the content or information they are after.
Searchers are becoming more informed. It’s now common knowledge that the higher quality your search keywords, the better results you will have. Say an individual wanted to find the best pizza in New York. Initially, users were searching for terms like “What is the best pizza to eat in New York?”
Now, better-informed users search for things like “Pizza New York,” “Pizza” and rely on Google’s location tracker and sites like Zomato to guide them. Your goal in this situation would be to appear before Zomato in the search rankings for “New York Pizza” allowing traffic to discover your site before Zomatos, and all of your competitors.
Create For Humans, Optimize for SearchRobust SEO strategies cater to humans first, and search engines second. As mentioned above, you can’t pick a few keywords and hope for the best. You should always aim to select the right keywords that potential customers would use in a way that still allows content to be relevant and engaging.
Always have your audience at the forefront of your mind when you are brainstorming content ideas. Content created for your company should grasp the attention and be relevant to the viewers. You need to have a strong understanding of what content your audience and potential clients want to see. Once you have a strong content strategy, then you can focus on SEO and optimization.
Gone are the days where you could litter keywords all over your content and have the highest performing page in your keyword niche. Search engines like Google have advanced and become far too complex to reward such low-level techniques.
The good news is that Google now rewards quality content by ranking it higher than low-level uninforming content. To have success with SEO, you need to find the best balance between quality content and search optimization.
UX is Crucial for Search Engine OptimizationUser experience or UX is imperative for SEO. As time goes on and SEO algorithms become more complex and user-focused, companies now have also to optimize their user experience.
UX encourages traffic to continue reading content on your website, explore your pages, and ultimately leads to converting visitors to clients. When it comes to UX SEO, your property management company needs to find the perfect balance between dynamic content and user experience.
Analyze things like your current bounce rate, time spent on site, page loading speeds, mobile theme optimization, customer journey, and more. If it relates to your visitor’s experience, it matters.
Tip: Test your site’s performance across multiple different search browsers and devices to discover small issues, bugs, and other issues that can negatively affect your UX SEO ranking.
Extra For Experts:
Nothing Lasts Forever With GoogleNo one can ever truly master SEO property management strategies. This is because Google constantly changes their algorithm, which ranks websites on their search engine results page (SERP). A tactic that you once swore by could be made ineffective overnight with an algorithm update.
Stay in the know. Regardless of your expertise level; beginner, intermediate or advance you need to continually be checking for new updates that can affect your current SEO strategy.
Experiment With Voice Search (VSEO)Voice search optimization is forecasted to grow in the future. It’s already experiencing rapid adoption and growth with more consumers expected to start using voice commands and searches in 2020. VSEO (voice search optimization search) calls for SEO property management strategies to use a different method. Voice searches typically use longer questions, more conversational, and less precise. The most significant challenge voice search brings is the lack of results.
Going back to pizza in New York as an example; A hungry individual could say, “Hey Alexa where’s the best pizza in New York open right now?” Alexa would then provide one result for that individual, not a SERP.
This puts an enormous amount of pressure on companies to rank #1 for VSEO terms. It’s still early days, but it’s best to begin the learning process now for when it increases in popularity.