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Preparing for Google’s Algorithm Shockwaves

Google’s Algorithm marketing impact

The search giant’s algorithm adjustments will have an impact on apartment marketing. Find out how some of today’s leading firms are preparing.

With an 80 percent market share overall, Google is the undisputed search-engine giant. So, when the company announces a change in its algorithm—basically its way of indexing websites—it sends shockwaves through the online marketing community.

For some apartment firms such as US Residential, Google drives more than 90 percent of its portfolio’s web searches. This makes the recent emphasis on local-first and the weight toward mobile-first (coming in 2018) more impactful.

Beyond creating a responsive website design, which is built to show any user the same information regardless of their device, marketers are emphasizing their review rankings and using schema markup or structured markup to convey their location.

To increase its local and regional presence, Walsh says that U.S. Residential added title tags and enhanced Google Adwords to include local terms.

“It’s extremely important to make sure your name, address and phone number correctly match, especially for Facebook and Google, so it will show up in local searches,” Walsh says.

When consumers also include “best” in their search, location-first sorting is accentuated by the brand having strong review ratings, according to Rent Path.

“Reputation management now becomes even more important,” Michael Walsh, Vice President of Marketing for US Residential, says.

Bozzuto’s platform constantly encourages people to provide reviews based on taking a tour, moving in or any other point in time.

“If you get a five-star review in a specific location, that holistically will rank it highly in that location,” Bozzuto’s Director of Digital Strategy Benjamin Burns says.

Utilizing schema markup, which is code on a website to help the search engines return more informative results for users, also can help.

“This mark-up enhances the code on the back end of the page to make an address or phone number explicit to search engine crawlers,” says Logan Ray Specialist, Digital Marketing Services for Beacon Technologies, which does search engine optimization, website analytics and paid search marketing campaigns for Bell Partners.

Google suggests that any information on a desktop site should match its mobile site, according to RentPath.