MHN Executive Council: How to Approach SEO

Are you getting the most out of your online content?

MHN Executive Council

Are you getting the most out of your online content? To do so, you need to make sure it is search engine optimized, so that it can reach all your potential renters. The MHN Executive Council shares the best ways they leverage SEO for a multifamily audience.


Mary Cook
Mary Cook

Consistency is Key

Since the majority of our business is repeat business, referral, or the result of a person-to-person connection, we invest our SEO dollars (which work best for consumer-driven products and services) elsewhere. We focus our time and resources on developing rich content that we then optimize on our website, in social media and PR, and with external communications. We ensure that all of these channels convey a consistent message that clearly articulates who we are, where our expertise lies, why we are different, and the results we achieve. —Mary Cook, President, Mary Cook Associates


Cyrus Claffey
Cyrus Claffey

Getting in Front of Prospects

Leveraging local SEO is critical for effective property marketing. Of course, local SEO takes many different forms, and we strive to incorporate all of them. For instance, Google My Business (GMB) is an excellent tool to get in front of prospects. Make sure to fill in all the relevant fields so that prospects know how to contact you. You can even post seasonal deals and news to catch potential leads.

In addition to GMB listings, ensure that presence on platforms like Apartments.com is fully optimized. Thorough keyword research plays a crucial role in this process. By identifying and incorporating local search terms, such as those with “near me,” you can gain a competitive edge in local searches. —Cyrus Claffey, Founder, ButterflyMX


Jim Love
Jim Love

A Holistic Approach

In today’s SEO landscape, prioritizing a seamless user experience is paramount. Without a compelling platform that offers valuable information and engages visitors, your SEO efforts may fall flat. Ensuring your website is equipped with high-quality photography, videography, virtual tours, interactive maps, intuitive floorplans, transparent pricing and real-time availability is the foundation. These elements not only captivate your audience but also signal to search engines that your site is credible and user-friendly.

Crafting clear and concise copy is equally crucial. While injecting personality into your content can be effective, excessive verbosity can hinder user experience and dilute your message. The primary objective is to communicate your value proposition effectively. Keywords remain an essential starting point, but modern search algorithms have become adept at understanding context and user intent. As a result, providing relevant, informative and engaging content is key to capturing the attention of both users and search engines.

It’s essential to ensure that search engines can access and index all your content efficiently. This involves optimizing technical aspects such as site structure, meta tags and sitemaps. Regular monitoring and adjustments are necessary to maintain alignment with evolving search algorithms and user behaviors. Leveraging analytics data to identify which keywords and content resonate most with your target audience can inform ongoing optimization efforts.

Furthermore, modern search algorithms prioritize user engagement signals, such as click-through rates and conversions, when determining search result rankings. Therefore, continually refining your content and user experience based on insights gained from user interactions can enhance your visibility and relevance in search results.

Ultimately, a holistic approach that combines technical optimization, compelling content creation and ongoing analysis is key to maximizing your SEO effectiveness. By consistently delivering value to both users and search engines, you can increase your visibility, drive organic traffic and achieve sustainable growth. —Jim Love, Vice President of Marketing & Brand, Draper and Kramer


Interested in joining the MHN Executive Council and sharing your insights? Email Jessica Fiur.

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