Why the New Google Algorithm Update Shouldn't Scare You

If you dread the words "new Google algorithm update," you're not alone. We get it. Just when you think you have the hang of the old update, a new one pops up!

The bad news is you will likely need to make some tweaks and changes. But the good news is you don't need to fear the Google algorithm and there are many reasons to embrace it.

New algorithms are an opportunity to build your online presence the right way and focus on high-quality content. You win by potentially raising your ranking and attracting the right residents to your site.

Ready to dive in? Here's what to know about the new algorithm and what to do next.

What Is the New Google Algorithm Update About?

Google started rolling out a core algorithm update in May 2022 to improve its overall ranking system. Google usually makes updates gradually, and this one was no exception.

They also made additional roll-outs over the following months. Many online companies and anyone trying to rank websites noticed changes weeks or even months later.

The downside is algorithm updates are kind of a big deal. They sometimes create issues with traffic drops and potentially impact your revenue. Google is also notoriously quiet about when they plan to do roll-outs or how it will affect your metrics.

The good news is the algorithm updates mean high-quality websites are ranked higher. It's also an opportunity to make your website better than ever before.

Google encourages focusing on expertise, authority, and trust (EAT). It's not hard, but it does take time and effort to see results. In the meantime, you're building a solid foundation for your website and online presence.

Google Is Still Your Best Friend

Let's start with the basics.

Google is still your friend, especially when it comes to business. It’s always about connecting relevant searches to the best content possible. It exists to give you what you want and continuously improves itself.

If you're a property manager, marketer, or other industry professional your job is to create great content for current and prospective residents.

The latest Google algorithm also favors aspects like online reviews.

The latest algorithm builds on previous releases, focusing on reviews and content with more helpful, in-depth, and first-hand expertise. The newest version could offer the nudge you need to showcase your online reviews, respond to them in-depth, and feature them on your website.

Tip💡: Don't go crazy updating your site. Instead, focus on removing fluffy, filler content that doesn't add value. Next, prioritize and enhance your community's online reviews.

Truth 💣: Google algorithms can be challenging, but they're an opportunity to improve your site and stand out from the competition. The next time an algorithm rolls out, you're also in better shape than ever to hold onto a high ranking.

You Can Position Yourself as an Expert

You can (and should) position yourself as an expert on your website.

Although that doesn't mean you should espouse statistics and truth bombs about the multifamily industry and your apartments, it does mean being helpful.

Your online expertise is about giving prospective residents the information they need to be confident moving forward with a lease.

It's also about offering your current residents what they need online!

Make sure you provide what people are looking for and need. For example, provide clear information about your pet policy, on-site team, what you need to know about your neighborhood, etc.

Not sure what to focus on?

Check your Google analytics and ask your leasing agents what the most commonly asked questions are.

You'll come up with ideas on what to focus your website on to provide the expert content residents want.

Tip💡: Your website's expertise is its own persona and not really about you. Instead, rely on online reviews, your leasing agents, and your residents to develop valuable content ideas. Don’t make content just for the sake of it.

Truth 💣: Expertise isn't about being right or the best. It's about connecting with your audience and giving them the necessary information.

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Google Rewards Images, Videos, and Graphics

Chances are you're already using photos for your community. Google loves images but also favors videos and helpful graphics.

Consider adding more virtual tours, video testimonials, and graphics that give a rundown of your amenities.

You can also create videos of the surrounding neighborhood to show off the nightlife, dining, and attractions.

Tip💡: Video content doesn’t need to be a whole production. You can take iPhone videos of residents talking about what they like about a community and post them on your website. You’d be surprised how well this can improve conversion rates.

Keep in mind Google also owns Youtube. There's some data and speculation that Google places heavy importance on YouTube videos in search.

So there's more to do if you're only posting videos of your community to YouTube. You can also embed them directly from YouTube to your website.

Even if you don't feel your search rankings improve, embedding your videos is still beneficial. You don't need to do much by copying some done-for-you code from YouTube and placing it on your site.

There's no need to call a web developer or worry about your site lagging with a large video upload. And because Google prioritizes fast-loading websites in its rankings, you're also aligning with best SEO practices.

Tip💡: You can work with marketing pros to develop content, but it's probably unnecessary. Using a free tool like Canva offers done-for-you templates to create quick graphics.

Your smartphone is also the best place to start for images and videos. Do your best to leverage natural light. Or consider a USB external mic that plugs into your smartphone to create better audio quality.

Truth 💣: Use more images, graphics, and videos on your site, but only when it makes sense. Remember, the new algorithm update is about quality over quantity.

Google Will Always Reward Quality, Always!

It takes time to rank any website and see the benefits of SEO and good copywriting. But it's worth doing it right and focusing on the big picture.

Here's why you shouldn't chase after clicks: You're unlikely to see long-term results. Instead, the opposite will likely happen.

Google will detect people clicking on their site, then immediately leaving. The result? Lower page ranking.

Search engines focus on quality and delivering the best search results possible. Focus on the long game and watch your ranking improve.

Next Steps

When competing for renters in a competitive marketplace, it's more important than ever to master your multifamily marketing and the renter's journey.

Make sure you prioritize quality over quantity and helpful content, and you’ll never have to worry about a Google Algorithm update.

Oh, and subscribe to Building Blocks to stay ahead of the game 🚀

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