It’s no secret that search engine optimization can have a direct impact on one’s position in Google’s search engine results pages. By securing prime real estate on Google’s SERPs, you’re almost guaranteed to achieve greater and higher-quality leads. But, before you begin to reap the full suite of benefits that SEO offers, you’ll first need to consider user search intent.
Search intent describes one’s purpose for searching online. In the case of the apartment industry, users are likely completing searches with the plan to source new locations to live, visit a community they’ve seen or heard elsewhere, or venture back to a specific website they recently visited. No matter the reason, you can take the initiative to delve deeper into user search intent to understand your prospects better and cater your web content to their needs. Here’s how you can get started.
Understand the types of search intent.
To better attract prospects, you’ll want to offer them value in the form of purposeful content. First, you need to understand how and why your visitors search for your community, or their search intent. Search intent is divided into four unique types: informational, navigational, transactional, and commercial investigation. Informational searches are done by users seeking information about their topic of choice. Navigational intent involves users who know they want to visit a specific website, and they type the company’s name directly into the search bar. When users desire to browse a product online to score the best deal, they exhibit transactional intent. These users are likely ready to purchase and willing to see sites that match.
Last but not least, commercial investigation entails searches made with the intent to purchase in the future. These users typically want to compare options but have a goal to seal the deal soon.
By more clearly defining your audience’s search intent, you can better attract higher-quality prospects to your site.
Refine and test your keywords.
The terms users use to complete their search (or keywords) can help provide additional clarity related to their intent. Once you understand the keywords you’re ranking for, you can begin incorporating them into your website content to increase the likelihood of being seen.
If you’re unsure how to determine your users’ search intent, you can try a quick round of polling or even test out keywords yourself. To perform the test on your own, you’ll want to insert the various keywords that you’re considering into Google’s search bar and analyze the results. From here, you’ll want to reconcile the results with the content on your web pages to ensure the intent aligns. If you notice the search results are way out of line with your content, then it’s time to consider new keywords.
Rentbot can help.
SEO is a great, low-cost way to score organic traffic over time and elevate your position in the SERPs. However, to take advantage of all of its perks, you’ll want to ensure your website content meets the needs of your search audience. If you could use a little help refining your SEO strategy, Rentbot can help.
With Rentbot’s advanced SEO services, you’ll notice high-quality visitors, consistent traffic, affordable pricing, and sustainable ROI for your marketing dollars. We’re trained by leading SEO firms and have over a decade of experience improving clients’ apartment SEO-driven traffic. And because Rentbot specializes only in multifamily clients, we know the industry like the back of our hands. Learn more about our SEO strategy process and schedule a free consultation so that we can get started on producing great results for your property.
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.