Search engine optimization is incredibly important for any business. It’s what will ultimately get your property management business found online, bringing in more qualified leads that you can work on converting into long-term paying customers. But without adequate experience, the topic of SEO can seem complicated and confusing. Does this mean you’ll have to hire an SEO expert? No. The good news is, with the right approach, not only will you be able to handle this critical task on your own without hiring a pro, but you’ll also be able to improve your ranking and outperform the competition. All you need to know is a few key things, as follows.

There are four main SEO variables and they’re not all equally important.

First and foremost, know that all businesses – including your property management company – have four key variables relating to SEO that they can and should be tracking and measuring. These include on-page SEO, off-page, technical and social. Make sure you’re measuring these key areas, but also understand that each will have its own impact so focus more time and effort on what’s getting the best results and then work your way down.

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Compare your results against your highest ranked competitors.

This part may involve some in-depth analysis, but as long as you know what to look for, it should be relatively straightforward. Start by cleaning up and consolidating your data. As you do so, go a step beyond the basics and define more complex metrics. For instance, when analyzing keyword density, don’t consider only exact matches, but also synonyms. Do the same for your competitors’ pages and you’ll begin to identify areas where your own property management website could use some improvements.

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Pinpoint the biggest gaps that exist between you and your competition.

Getting your site to rank higher isn’t only a function of where you rank currently, but also how big the gap between you and the next one up happens to be. For best results, look for smaller gaps – or, low hanging fruit – as they can be areas of big opportunity. For instance, if you’re in spot 8 for one keyword and on page 5 for another, moving up to spot 2 or 3 can be much more achievable (and beneficial) than trying to get several pages over.

SEO may seem complicated, but if you take the right approach, it doesn’t have to be. By knowing what data to focus on and investing your time and efforts in the right areas, you can begin to see movement in the right direction, improving the chances that when someone in your area searches online for property management services, it’s your business they’ll see first.
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