Local Listings

Google Shakes It Up

By Geneva Ives on Sep 3, 2015 in Marketing

Where were you on the night of August 6? While you were probably sleeping (we certainly were), Google rolled out changes to the way local businesses appear in search results. This update affects everyone from restaurants and retail stores to—yep, you guessed it—apartment communities and property management companies.

What?

Google has updated how local results appear to both desktop and mobile searchers. Before the update, seven local businesses would appear under the map that displays local search results. After the update, only three local businesses appear.

What was known as the “7-pack” by SEO experts is now the “3-pack.” Instead of ranking in the top seven local results for a search, you now have to rank in the top three to show up on the first page.

Why?

While Google has called this an update that “provides people with more relevant information,” multiple sources have suggested that this might be a move to encourage more businesses to use AdWords, Google’s pay per click (PPC) advertising tool. When the chance that you will appear in organic search results is reduced, you will probably be more inclined to pay for priority placement.

How will it affect property management?

• Less space is dedicated to local results
• Before your business had to rank in the top seven to appear organically, now it has to be in the top three
• Less information now appears under the local listings; exact addresses and Google+ links have been removed
• Business hours have been added
• On mobile searches, reviews and the click-to-call button appear (websites do not)
• On desktop searches, reviews and website links appear (phone numbers do not)

Although fewer local listings are now instantly visible, when a user does click through to get more information about local results, 17 additional local listings appear next to the area map, for a grand total of 20 local results.

Does this seem like a lot to take in? Not sure what to do next? Don’t worry, we’re here to help.

Good search engine optimization is critical for ensuring that your properties are among the top local listings displayed in a search. However, SEO is a refined skill set. Consider contracting SEO services to be sure you have the right strategy in place, with the right people on the job. SEO services typically have a high return on investment. Whether you hire an in-house SEO expert or contract the services, your marketing budget should consider this important marketing discipline.

5 SEO suggestions for property marketing

1. Focus on the positive. While ranking in the top three is harder than ranking in the top seven, ranking in the top 20 is easier. Users who click through to see the top 20 are most likely hot prospects. This is great news for businesses that are ranked eight or above – it somewhat levels the playing field!
2. Optimize your Google My Business listing. Your business listing can help you rank in local results. Be sure to add images that will appeal to your target audience.
3. Continue to encourage reviews. Reviews are important because they appear in all results and build trust with your prospects. Schedule emails at key times in the resident lifecycle to encourage them to review your community.
4. Go social. Your social media channels can appear prominently in search results, helping your business have a larger overall presence online. Don’t forget to make sure that all of your accounts link back to your website!
5. Add your phone number to AdWords desktop campaigns. Since phone numbers have disappeared from organic local search results, adding your phone number to PPC ads will make sure desktop searchers can easily call you.

If your company uses RentCafe to manage your online property marketing, you’re already at an advantage when it comes to SEO, as the product includes the tools you need to implement many of these best practices.

RentCafe property marketing and corporate marketing websites are responsive, meaning they are optimized to look good and work well on any size screen. Your mobile-friendly sites will appear in Google’s mobile search results. Additionally, built-in social media marketing tools are included to expand your online reach even further, as well as incentivize referrals and help keep your social content fresh.

For information on RENTCafé SEO professional services, contact [email protected].

Have you seen a change in your website traffic or incoming call volume since August 6?