5 Clues You are Thinking Too Hard About Your Property Management SEO Efforts
Learn a few of the ways property management companies often overthink and harm their SEO and marketing efforts so that you can avoid the same mistakes
14:17 25 June 2019
Each time Google updates its search algorithms, owners of business websites tend to worry about what it is likely to mean for them. What will it do to their rankings? Will people be able to find their websites? These fears usually make property management businesses over-complicate their SEO efforts. What follows are five signs that you're over-thinking your SEO, and making things harder than they have to be.
You focus on content quantity, rather than quality
These days, Google focuses more on content quality than it ever did before. Rather than put large quantities of uninspired articles or other content on your website, it's a much better idea to focus on creating one or two quality pieces of helpful and in-depth property management related content every now and then. Google has different ways to tell quality content apart from run-of-the-mill stuff. You are rewarded with improved search rankings for focusing on quality content that helps the property owners and investors who are visiting your website.
You subscribe to a costly keyword tool
The internet is full of expensive keyword research tools that come with impressive marketing hype. It's easy to spend lots of money subscribing to these tools, in the hope of coming by magically powerful keywords. These tools sometimes wont work well unless you are an experienced marketer or SEO. It's not uncommon for them to use black hat methods to come by their recommendations, which could potentially damage your rankings if you don't know what you are doing. It's a much better idea to simply use Google's own Keyword Planner tool. It's comprehensive, and also costs nothing to use.
Your current SEO company has you convinced that SEO takes years
SEO companies sometimes attempt to make their work appear more complicated than it is to be able to justify their fee. Certainly, you should hire an SEO company to help you with your optimization efforts. You shouldn't let them convince you that what they do is rocket science, however. Find a property management SEO company that represents the work it does the right way, comes with a good track record, and discusses its strategies and plans with you, including you every step of the way.
Your website places excessive focus on inbound links
Not long ago, if your site had lots of inbound links, it predictably improved your rankings. Site owners, for this reason, invested a lot of time obtaining inbound links for their websites, often not caring where they came from as long as they got them.
To be of value, links need to come from authority sites in your industry, not from just anywhere. If you collect inbound links from irrelevant sites, Google understands what you're doing, and lowers your ranking. If you're still sourcing whatever inbound links you can find, you're probably overthinking your strategy. The simple and predictable way to get relevant links is to post quality content on your property management website and build relationships with others in your industry to share your content with.
You've spread yourself too thin by getting on every social platform
Have you put your property management company on every social platform you could find? It's a much better idea to simply put yourself on one social network at a time, build out your presence in an impressive way and only venture on another social network once you've mastered your existing presence. Being on too many social networks only strains your resources and makes it hard for you to do a good job with any one of them. The search engines want to see you gather followers on whatever social network you're on, rather than see you with a handful of followers on a large number of social networks.
When you overthink your SEO, in general, you tend to focus on quantity over quality. If you catch yourself doing this, it's time to slow down, take stock, and focus your efforts on meaningful quality and white hat methods that deliver proven results.