Organic search traffic provides a few key benefits to an apartment community website.
As we've said several times lately, you should think about your online marketing strategy as divided into several discrete parts each attempting to accomplish a slightly similar small task, all serving the larger goal of using your website to attract warm, qualified leads. Today we're talking about the two main tasks being accomplished through organic apartment website traffic.
What is organic apartment website traffic?
Organic apartment website traffic refers to traffic to your apartment website that comes from organic search--those are the blue links in Google. Google's algorithm for ranking sites is proprietary, but we can make a reasonably informed guess at the factors that go into ranking sites--user satisfaction (measured by time on site), credible, naturally-generated links to the site from other websites, creating useful, helpful content on the site, setting up your title tag correctly, etc. For apartment communities, this basically means two things: You need to use walkthrough video tours in order to provide users with relevant content and keep their attention, and you need to set up your title tag to tell Google exactly what your site is about. There are two main benefits to be gained from a strong organic search presence.
You gain free traffic to your website.
The first value from organic search traffic is that it provides a free source of traffic to your community website. You're not paying any advertising costs to get those rankings. You're not buying the clicks. You're just getting free traffic direct to your website. You'll pay something to create the content the gets you there, of course, but the traffic itself is free. (And the content can be purposed in so many different ways that it will pay for itself rather quickly.)
Organic search traffic is a sustainable traffic strategy.
Getting this point clear will require some explanation since many communities have experienced the nightmarish scenario in which a new Google update results in a drop in organic search traffic. But if you're doing what search engines want you to do, then organic traffic is extremely sustainable.
The business of a search engine is its users. If a search engine doesn't have users, it won't last long. So the search engine needs to provide consistently valuable, useful results to its users in order to keep them and to gain more users. This means they need to show their users things that the users find interesting, useful, helpful, or relevant to their interests. So if you're creating content on your website that is helpful to apartment shoppers, search engines want their users to find you. This means that if you're creating content that is truly helpful to your intended users, then you can count on organic traffic as a sustainable source of web traffic.
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