{"id":33720,"date":"2022-09-19T05:42:00","date_gmt":"2022-09-19T12:42:00","guid":{"rendered":"https:\/\/www.yardi.com\/blog\/?p=33720"},"modified":"2026-02-20T10:34:00","modified_gmt":"2026-02-20T18:34:00","slug":"multifamily-seo","status":"publish","type":"post","link":"https:\/\/www.yardi.com\/blog\/multifamily-seo\/","title":{"rendered":"Multifamily SEO"},"content":{"rendered":"\n<p>You\u2019re probably at least somewhat familiar with the newest king of digital marketing: search engine optimization (SEO). SEO is the process of organically improving a web page\u2019s ranking on search results pages, and it\u2019s especially important in today\u2019s multifamily industry, which has changed greatly in the past five years.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"750\" src=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2022\/09\/17320-600.jpg?w=1200\" alt=\"\" class=\"wp-image-33721\" style=\"width:300px;height:188px\" srcset=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2022\/09\/17320-600.jpg 1200w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2022\/09\/17320-600.jpg?resize=768,480 768w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2022\/09\/17320-600.jpg?w=400 400w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2022\/09\/17320-600.jpg?w=500 500w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2022\/09\/17320-600.jpg?w=600 600w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2022\/09\/17320-600.jpg?w=720 720w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2022\/09\/17320-600.jpg?w=800 800w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2022\/09\/17320-600.jpg?w=1000 1000w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure><\/div>\n\n\n<p>For a long time, the dominant multifamily marketing strategy has been internet listing services (ILSs). However, with the shift to younger, more tech-savvy generations like millennials and&nbsp;<a href=\"https:\/\/www.yardi.com\/blog\/marketing\/gen-z-renter-data\/32702.html?__hstc=155617188.b3c1ff97d7f98861828f7a00a2b63cc6.1661377255618.1661377255618.1662558059487.2&amp;__hssc=155617188.1.1662558059487&amp;__hsfp=2042877427\">Gen Zers<\/a>, direct-to renter marketing strategies like SEO and PPC have become more important, especially in the current state of high occupancy.<\/p>\n\n\n\n<p>Janeya Filzen, senior search marketing specialist at&nbsp;<a href=\"https:\/\/www.reachbyrentcafe.com\/\">REACH by RentCafe<\/a>, comments that \u201conline marketing is the best bang for your buck,\u201d pointing out that renters now constantly use online searches to find and compare apartments. &nbsp;<\/p>\n\n\n\n<p><strong>Marketing analytics repeatedly show multifamily SEO to be the best performing marketing source, with the lowest costs and highest return on ad spend.<\/strong><\/p>\n\n\n\n<p>You\u2019ve heard a hundred times that it\u2019s important, but there is still a lot of uncertainty about what it takes to truly optimize a website for outstanding results and financial performance. Without further ado, let\u2019s ask search marketing expert Gretchen Walker some of the most common multifamily SEO questions!<\/p>\n\n\n\n<p><strong>Can you really prove the value of SEO?<\/strong><\/p>\n\n\n\n<div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe src=\"https:\/\/player.vimeo.com\/video\/744685439?h=4d429b2b67&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\" allowfullscreen=\"\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"Can you really prove the value of SEO_no bumpers\"><\/iframe><\/div><script src=\"https:\/\/player.vimeo.com\/api\/player.js\"><\/script>\n\n\n\n<p>As Gretchen Walker, manager at REACH by RentCafe, says in this video, you can 100% prove the value of SEO.<\/p>\n\n\n\n<p>We live in a world of advanced property marketing technology, and you can track the entire lead journey, from a curious searcher\u2019s first click all the way through to them signing a lease.<\/p>\n\n\n\n<p>With the right tools, you can also&nbsp;<a href=\"https:\/\/www.yardi.com\/blog\/marketing\/property-marketing-spend-questions\/32361.html?__hstc=155617188.b3c1ff97d7f98861828f7a00a2b63cc6.1661377255618.1661377255618.1662558059487.2&amp;__hssc=155617188.1.1662558059487&amp;__hsfp=2042877427\">track performance metrics like return on ad spend (ROAS)<\/a>, cost per lease, bounce rate and how users are interacting with your web page.<\/p>\n\n\n\n<p>Esther Bonardi, vice president of REACH by RentCafe, comments that \u201cyou can prove value right down to the amount of revenue you earn for every dollar spent on SEO, provided you have the right technology.\u201d She follows up by adding that SEO \u201ctypically outperforms other sources by leaps and bounds!\u201d<\/p>\n\n\n\n<p><strong>Why is ongoing SEO the best strategy?<\/strong><\/p>\n\n\n\n<div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe src=\"https:\/\/player.vimeo.com\/video\/744685475?h=590cce304c&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\" allowfullscreen=\"\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"Why is ongoing SEO the best strategy_no bumpers\"><\/iframe><\/div><script src=\"https:\/\/player.vimeo.com\/api\/player.js\"><\/script>\n\n\n\n<p>Optimizing your website requires constant maintenance. You can\u2019t just stop and start your multifamily SEO efforts. It takes time to build authority and trust with search engines as they continuously crawl and index your website.<\/p>\n\n\n\n<p>It\u2019s easier to pause other marketing strategies, like PPC and working with ILS vendors. But when it comes to SEO, you must first gain momentum, and then you need to keep that momentum going. That\u2019s why maintaining SEO efforts is important even when you\u2019re in a state of high occupancy.<\/p>\n\n\n\n<p>Who knows what the industry will look like six months from now? Keep the ball rolling with ongoing SEO, and your future self will thank you!<\/p>\n\n\n\n<p><strong>Why should you work with an agency like REACH for your multifamily SEO?<\/strong><\/p>\n\n\n\n<div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe src=\"https:\/\/player.vimeo.com\/video\/744685531?h=9298847219&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\" allowfullscreen=\"\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"Why partner with an agency like REACH for SEO_no bumpers\"><\/iframe><\/div><script src=\"https:\/\/player.vimeo.com\/api\/player.js\"><\/script>\n\n\n\n<p>While it is possible to do SEO in house, there are benefits to working with an agency. For starters, let\u2019s circle back to the answer to question one above. Agencies like REACH will help you measure and prove multiple components of your SEO success, like lead tracking, user engagement and ROAS.<\/p>\n\n\n\n<p>Additionally, agencies like REACH live and breathe SEO. This is all our experts do, all the time. We have access to a more comprehensive data set, allowing us to compare and contrast SEO updates to ultimately make the best suggestions for driving traffic to your website.<\/p>\n\n\n\n<p>Furthermore, REACH SEO experts are dedicated to the constant success of your website, and they don\u2019t have to worry about multitasking with other jobs. With a dedicated team working on your website, you\u2019ll have more time to devote to other initiatives.<\/p>\n\n\n\n<p>If you\u2019re still debating whether to do your SEO in-house or through an agency,&nbsp;<a href=\"https:\/\/www.yardi.com\/blog\/marketing\/in-house-or-agency\/31380.html?__hstc=155617188.b3c1ff97d7f98861828f7a00a2b63cc6.1661377255618.1661377255618.1662558059487.2&amp;__hssc=155617188.1.1662558059487&amp;__hsfp=2042877427\">check out this article for more information<\/a>. Overall, having an expert at the helm of your SEO ship will ensure smoother sailing and greater success when it comes to one of the most important parts of your digital marketing strategy!<\/p>\n\n\n\n<p>Interested to see what\u2019s possible?&nbsp;<a href=\"https:\/\/resources.yardi.com\/documents\/reach-by-rentcafe-seo-brochure\/?__hstc=155617188.b3c1ff97d7f98861828f7a00a2b63cc6.1661377255618.1661377255618.1662558059487.2&amp;__hssc=155617188.1.1662558059487&amp;__hsfp=2042877427\">View the REACH by RentCafe SEO brochure.<\/a><\/p>\n\n\n\n<p><strong><em>Want to see the rest of Gretchen\u2019s interview and learn even more about SEO for property management?\u00a0<\/em><\/strong><a href=\"https:\/\/blog.reachbyrentcafe.com\/property-management-seo-your-questions-answered\/\">See all the videos here. <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>You\u2019re probably at least somewhat familiar with the newest king of digital marketing: search engine optimization (SEO). SEO is the process of organically improving a web page\u2019s ranking on search results pages, and it\u2019s especially important in today\u2019s multifamily industry, which has changed greatly in the past five years. For a long time, the dominant [&hellip;]<\/p>\n","protected":false},"author":644,"featured_media":33721,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_s2mail":"yes","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1440,3234,3330],"tags":[62,2998,1159],"class_list":["post-33720","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-reach-by-rentcafe","category-reach-services","tag-marketing","tag-reach-by-rentcafe","tag-seo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v24.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Yardi Blog<\/title>\n<meta name=\"description\" content=\"You\u2019re probably at least somewhat familiar with the newest king of digital marketing: search engine optimization (SEO). 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