By Marie Nieves
Over the last couple of years, the rental market experienced a great explosion in terms of volume and, in turn, competitiveness. And with the onslaught of new business models like telecommuting and long-term careers no longer requiring immediate presence in one place or connection to local business hubs, this corner of the real estate industry will hardly stop growing anytime soon.
Why would you commit yourself to one place and one local economy by buying an apartment when you can easily rent it and move away whenever you see fit.
Well, the rental businesses have heard the call and they are ramping up their marketing games to lure in this seemingly endless flow of new clients. The best way to compete with them is to make better use of marketing channels that traditionally produce the best results, like SEO.
Let us see how to do that.
Make local SEO one of your greatest priorities
Although our world is gradually turning into one global village and local and natural borders no longer present the obstacle they once were, the fact remains that a huge chunk of customers in the rental market are local renters. That is why your SEO campaign should heavily focus on local search, meaning:
- Conduct local keyword research
- Add locations to the pages of your website
- Build local connections, citations, and listings
- Set up your Google My Business page
- Use keyword modifiers
Of course, you don’t need to focus too heavily on one place. Versatile strategy with multiple locations will give you the most leverage on the local market.
Pay attention to growing relevance of voice search
Although we are still not hitting the Star Trek level of utilization of voice commands, voice search is, primarily thanks to the rise of smart home devices and speakers, gaining much relevance in the SEO market. So, keep in mind that your clients may look for your rentals while cleaning their room or driving. That is why you should refocus your SEO strategy to use longer and more conversational phrases people are most likely to use on this channel. Of course, your content should be made to accommodate such phrases so be very careful when choosing topics and the tone you will be writing in.
Greet the visitors with functional responsive design
Website design doesn’t have an immediate influence on the SERP ranking. But, if you don’t welcome the visitors with something functional, easy-to-navigate, responsive, and fast the load they will bounce back and that can destroy whatever SEO clout you have built so far. Fortunately, this is not really a rocket science and successful brands offering apartments for rent have been utilizing great and responsive design in their listings for years now. So, feel free to pick up a couple of cues related to visual elements, page hierarchy, content clusters, brand information and other critical elements.
Help Google in ranking with Schema Markup
When ranking the pages, Google tries to find the content that best matches the users’ search intent. Unfortunately, as advanced as its algorithms are, they are not always able to deduce what exactly goes on there. Using Schema Markup, or in other words, text-based tags to describe the elements of one page can dramatically simplify this process. Google itself acknowledges 32 different types of schema and provides in-depth instruction on how each element you can find in them should be marked. Spending some time learning these nuances can immediately push your listings past competition.
Build up a rock solid backlink infrastructure
In the eyes of Google, each link you get serves as a sort of vote adding credibility to your website. The more quality backlinks you get, the higher are the chances that you will rank on the first page of the SERP. So, keeping in mind you are largely operating in the local SEO waters, you can leverage a couple of effective local SEO backlink strategies:
- Get links from other local high-ranking sites
- Aim for the links of your direct competitors
- Create content that resonates with local audience
- Check local business directories for suitable partners
- Reach out to local media outlets, communities and influencers
- Find and leverage broken links
Turn your website into place of authority
Much like responsive design, this will improve overall user experience, extend the time they spend on your website and tick the SEO ranking engines in your favor. Fortunately, real estate and rental markets offer endless opportunities for writing engaging, interesting, useful and authoritative content, people will keep coming back to even though they are not immediately interested in using the services of your company. In smaller markets where people naturally gravitate toward brands they feel inspire the most confidence building an authoritative blog can make all the difference in the world.
Well, we hope these couple of mentions gave you a better idea about how SEO operates in the mostly local rental markets and what you can do to use the available resources in the most efficient manner. The rental market is experiencing a massive growth, which is, naturally accompanied with a growing number of companies throwing their hat in the ring. The ones who are the most capable of climbing this competitive ladder will be in position to easily come on top, especially if we are talking about smaller, local markets. So, keep in mind everything we mentioned above and push your brand in the right direction.
Author bio: Marie Nieves is a passionate blogger with an eye for design, a flair for storytelling, and a love for culture. She contributes regularly to various blogs and online magazines, all while satisfying her wanderlust by exploring states and countries near and far.