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Best Practices for Navigating SEO and SEM


Make sure potential renters are finding your community’s site with these tips and tricks.

The majority of search engine users never look past the first page of results, so it’s critical to get your website’s ranking as high as possible for relevant keywords. You can improve your ranking through both search engine optimization (SEO), which is free and organic, and search engine marketing (SEM), which is paid and promoted.

SEM will automatically push your website to the front page for search results around a chosen keyword. SEO, however, requires a little more effort to achieve similar results.

The first step is to create strong content that includes relevant keywords you want to target, especially in prominent features such as website code, URL names, page headers and text. Make sure you’re linking content throughout your site to the homepage, called “spidering.” Also, make sure to provide ample calls to action to drive traffic to various areas of your site.

To determine which keywords will work best, set up Google Search Console, which shares your site map with Google and increases your chances of showing up on the search engine results page. Use Google AdWords to boost traffic with pay-per-click keyword campaigns, too.

Google Analytics offers a host of valuable tracking tools to show who is coming to your site, how people are navigating it, how long they are staying and what actions they are taking.