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BY CYNDI OAXACA
Natural Keyword Usage is the Key to Being
Found
A number of resources will give you all sorts of technical ways
that keywords should and shouldn’t be used on your site. The reason
for this is that search engines like Google use algorithms to conduct
search, and the precise technical details of these algorithms are not
made public. Google does give clues though, and there are certain
things e.g. keyword stuffing—bunching keywords together in
places where they don’t make sense— that will certainly get you
penalized and knocked down in the rankings. But ultimately, much
of SEO is guesswork by experts as to what little things will help
you rank higher.
Rather than try to learn all these tips and tricks to rankings, the
biggest key to performing well in rankings is to use your keywords
as naturally as possible in your content, and to make sure that your
content is relevant to what you want to be found for. Remember the
buyer’s journey: Are you trying to build awareness for your property?
Then don’t just focus on the property, focus on the location.
In the awareness stage, people are likely not looking for your
property quite yet. They are however, looking for resources on the
location, places to eat nearby, and what goes on in the neighborhood.
Do the same thing based on possible searches in the decision stage
and the consideration stage, and keep up with building content around
these searches, and your property will find the relevant and qualified
traffic you desire.
Cyndi Oaxaca is a Content Strategist for Criterion.B, an agency focused
on branding and inbound marketing for the commercial real estate and
multifamily housing industry.
www.aamdhq.org
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JULY 2017 • TRENDS | 13