Search Engine Optimization (SEO) is a continually evolving process, making it quite the challenge for marketers to pinpoint the perfect areas to hone in on when trying to land a top spot in the SERPs. As Google continues to configure its ranking factors to cultivate the best user experience, it’s essential to heed the current trends to continue to rank well.
Here are some of the top Google ranking factors that should be on your radar this year:
1. Quality content
It seems as though content is still king when it comes to SEO. Those sites that rank highly tend to all have one thing in common–quality content. Quality content provides value to users based on their search intent. To truly excel at this, you should focus your content on your readers versus the company, consider search intent, stay up to date and relevant, and, last, remain readable.
2. Mobile compatibility
In March 2020, Google announced that it was altering how websites were indexed in the SERPs. Simply put, if you didn’t build your website to accommodate mobile devices, its algorithm will likely overlook it, making you nearly invisible. For marketers, this mobile-first indexing means the strength of your website’s mobile compatibility directly correlates with where you appear in search results. Given that mobile search is at its highest to date, even surpassing desktop search, apartment marketers cannot escape designing their sites with a mobile-first approach and experience success.
3. Page speed
Second to designing with mobile in mind, marketers must also consider page speed. When users experience slower than expected page loading times, they are more likely to search elsewhere. Recent studies have affirmed that today’s users want their questions answered almost instantaneously and abandon pages with loading times over three seconds. Page speed has become so essential to the user experience that Google has also deemed it a ranking factor for searches. Those sites with slower speeds will not only experience greater bounce rates and an overall negative impact on conversions but lower SERP rankings too. When reviewing your site for SEO, make sure to analyze your page speed closely. You can easily determine your site’s page speed with Google’s Page Speed Insights.
4. Search intent
Most of Google’s algorithm updates have been made with this premise in mind–creating the most optimal and valuable user experience. This means that search intent must always be a top, if not the top, consideration in developing your search strategy. And, if your page does not appease a user’s search intent, it likely will not rank. Search intent is the primary goal a user has when entering their query into Google. Intent can range from informational to transactional, with others falling in the middle. To excel in this category, you’ll want to analyze search terms related to rentals in the area and align your content (keywords included) with these terms. You should also review the existing pages appearing in top results pages for similar searches and adopt their key strategies.
Backlinks are somewhat like the bread and butter of SEO. These links that lead to your website from other quality sources help solidify your position on the SERPs. If Google notices that other sites are linking to yours, then it’ll affirm your website as worthwhile and boost your ranking in the process. If you’re unsure where you can source backlinks, try local listings, like Google Maps, local apartment associations, partnering businesses, colleges, employers, and more.
Rentbot can help.
If your website isn’t ranking, there’s a problem. But, don’t worry–we can help. Rentbot can improve your Google website ranking and optimize your property ads so your property is noticed by the right searchers at the right time. We’re Google-certified and know multifamily and websites like the back of our hands. Point blank–we know how to get you found online. We’ve helped numerous properties attract more high-quality leads with our proven multifamily SEO strategies and boost their exposure on Google, and we have proven results to back it up. Are you ready to attract, convert and retain? Sign up for a free consultation today.
About the Author
Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising, and copywriting, she has helped many clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.