Can Blogging Be a Property Manager’s Secret Weapon for Local SEO?

How do you generate new owner leads? Is it through referrals? Local newspapers? Online ads? Did you know that blogging, with special attention to local SEO, can also be a powerful tool for property managers looking to attract new clients?

By now, you’ve probably heard that blogging can be a great way to attract more owner leads. But if you’re writing great blog posts, and not seeing anything come from it, you may need to start paying more attention to your local SEO.

What is Local SEO?

Local SEO (Search Engine Optimization) refers to the strategies and techniques used to improve a website’s search engine ranking and local search visibility. It helps businesses target potential customers in a specific geographic area, making it a convenient tool for local business marketing.

The goal of local SEO is to increase visibility in search engine results when someone searches for keywords related to your business and location. This means that if someone in your city searches for “[your location] property management services,” you want your company’s website to show up as one of the top results.

How Do You Show Up for Local Search?

There are two main ways to get your website listed on the first page of Google’s search results for a particular term:

Organic Search Results

This is when your website appears naturally in the search results, without any paid advertising. The key to ranking well organically is to have high-quality, relevant content that aligns with what people are searching for. By focusing specifically on local SEO efforts, property management companies can appear prominently in search results for location-specific queries. This is particularly important because potential clients often search for property managers in their area using terms like “property management near me” or “property management in [city name].”

Paid Search Results

This is when you pay for ads to appear at the top of the search results page. Pay-Per-Click advertising offers a more immediate way to boost online visibility, whereas organic search results can take longer to build to the results you want. By bidding on relevant keywords, property management companies can appear at the top of search results, driving targeted traffic to their websites. PPC can be an effective complement to organic SEO efforts, particularly for new or underperforming keywords. While it can be effective, it can also be expensive and doesn’t guarantee a spot on the first page.

How Blogging Can Help with Local SEO

Blogging gives property managers an opportunity to create fresh, informative content that targets specific keywords related to their services and location. By consistently publishing blog posts on topics that potential clients may be searching for, property managers can improve their website’s search engine ranking for those keywords.

It might seem like a lot of work, but if one property management company starts blogging consistently, it will separate itself from the competition in a number of ways:

Company Identity

Anyone searching for property management services in their town wants to find a company that is reputable, honest, and experienced. Your potential client will likely do their research: look at business reviews, read the information on your website, watch the videos, read few of your blog posts, and navigate to your Facebook/X/LinkedIn social networks.

Blogging allows property managers to showcase their expertise and knowledge of the local area, which can help establish them as a trusted and reputable company in the community.

If the website showing up on top on Google’s results is a standard business page, with no personality, broken links, no blog articles, no videos, no social networks or reviews, we argue that the only phone calls this company will get will boil down to a single question: “What are your fees?” Whereas, if your company has a strong online presence with a well-written blog, informative videos, and positive reviews, potential clients will be more likely to choose your company over others.

Increased Google Rankings

Google and other search engines use multiple ranking algorithms to figure out if your website matches the search query. As an original content creator, property managers who blog will influence a part of Google’s algorithm to favor them. Blogs that offer unique perspectives or in-depth analysis are more likely to attract backlinks and social shares, which are key factors in search engine rankings. Over time, this can help improve your website’s authority and visibility.

Dominate “Long Tail” Search

Many people try to go it on their own before, eventually, searching for a property manager in their town. They’ll have to deal with issues new to them, like late-paying tenants, rent-readiness, move out problems, security deposits, pricing their rental, etc.

Long-tail keywords are specific search phrases that often indicate a user’s intent. For example, instead of simply searching for “property management,” a user might search for “how to handle late rent payments as a property manager.” By targeting these specific queries with blog content, you can capture potential clients who are looking for solutions to their property management challenges.

Imagine getting in front of your prospective customers even before they search for “Your town Property Management”. Being helpful is very good for business, as it turns out.

Tips for Incorporating Local SEO into Your Property Manager Blog

For property management companies, blogging is not just about sharing knowledge—it’s a strategic tool to enhance local SEO and attract potential clients within your community. Here are some tips to keep in mind when creating blog posts with a focus on local SEO:

Use Local Keywords

It may seem obvious, but the most important aspect of local SEO is to include local search terms in your content! Include the name of your city, state, or region in your blog post titles and body. This will help search engines understand that your blog is relevant to people searching for property management services in that specific location.

• Identify Local Keywords: Conduct keyword research to find phrases that potential clients in your area are searching for. These might include “property management services in [City]” or “best property managers near [Neighborhood].” You can find local keywords using tools like Google’s Keyword Planner or by analyzing the search suggestions that appear when you type in your location on Google.
• Integrate Naturally: Incorporate these local keywords naturally within your blog content. Ensure that they fit seamlessly into the narrative without overstuffing or disrupting the flow of the article.

Write About Local Businesses, Events or Topics

Write about events, news, or hot topics within your community. This will not only help establish your company as an authority on local issues but also increase the likelihood of being found by potential clients searching for information related to your area. It is especially important to write about local laws or topics related to property management.

Utilize Local Link Building

Include links to other businesses and organizations in your area. This can help build relationships with other local entities while also improving your website’s authority and relevance for local searches.

Other Local SEO Tips for Local Businesses

Optimizing Business Profiles

A key component of local search optimization is ensuring that your Google Business Profile is complete and accurate. This includes providing up-to-date contact information, business hours, and a compelling business description. Engaging photos and regular updates about your services or events can also attract more attention.

Leveraging a Blog for Social Media Success

A well-maintained blog not only provides valuable content for potential clients but also can fuel your social media channels, creating a powerful synergy that enhances your brand visibility and engagement. Internet users are increasingly using social media platforms as search engines, so this dual-purposed content can help you target different local keywords on social channels as well as traditional search engines.

Final Thoughts on Local SEO

By integrating local SEO best practices into your blogging efforts, you can improve your visibility in search results and connect with potential clients right when they need your services the most. This approach not only drives traffic to your website but also establishes your company as a trusted authority in your local market.

Here at Fourandhalf, we only work with Property Management companies. Contact us to learn more.