When building an online microsite, you want its look and feel to reflect your branding. You also want to ensure all the selling points are highlighted and presented in a positive light. But it doesn’t end there. You need to consider the impact of all elements of your landing page on the ranking this microsite can achieve on Google search for specific keywords.
Here are 5 factors that can impact the ranking of your building landing page:
1. Include key phrases in headlines and body copy
This sounds like an obvious one, but it’s often overlooked. Decide on 3-5 key phrases you would like your landing page to rank for. Simply stuffing your copy with as many relevant keywords as possible won’t cut it with Google these days. Your copy should mention these keywords in places, but it should sound natural and easy to read for a visitor.
Here are a few tips to help you nail the keywords game:
- Remember to name image files with property address or the building name. Google crawls through them too.
- Try to keep your body copy length relatively long. Ideally 500 words and above. Use paragraphs, indents and so on to make it easy to read for your visitors.
- Include the most important keywords in main headers and subheaders - these are crawled first by search engines
Plus, you can try out a few different keyword tools available online to research key phrases people are looking for. One of the most well-known ones is Keywords Explorer from Moz.
2. Use tags that help you rank for the relevant phrases
It’s not only what you can see that counts but all the technical layers underneath are making an impact too. Meta tags and keyword tags are an important part of your page design. Select tags that describe a marketed property best, e.g. office space or retail unit, let or sale, 5,000 sq ft or 25,000 sq ft, modern or period, etc. Include your keywords and key phrases that are relevant, and you anticipate visitors will be searching for.
Realla has a built-in tag function. Never skip this step. It’s worth adding some tags to help the crawl understand the context of your page. Although it’s very smart, Google’s algorithm is a machine, and you need to feed it with the right information to rank for the keywords you target.
3. Build backlinks to the landing page
When trying to build backlinks to your microsite, you need to remember that images linked to a specific website count as backlinks too. On the face value, you wouldn't think platforms like Pinterest can add any value to your property marketing efforts. However, they provide an easy way of creating a backlink to your microsite. You could use one of the browser add-ons like ‘Pinterest Save Button’ to post images to a selected Pinterest board on your account. They will automatically include links to your microsite.
You could also consider forming a partnership with a fit-out company or other complementary service providers that could feature your microsite link on their blog to create a backlink. However, the link should be incorporated into the copy in a meaningful way. Simply including a link without a context does little good for your ranking. Google’s algorithm uses sophisticated crawls that recognise the context of your page and can rank it by relevance for specific keywords searches.
Last but not least, you could write an article about the state of the market in the given area your marketed building is located or general trends related to the building or the area including the link to the microsite in the body copy. Your article could be published on LinkedIn or Medium to generate backlinks to the microsite.
4. Build internal links
One of the most overlooked ranking boosting techniques is building internal links.
The main three functions of internal links building are:
- to pass authority from one page to another (search optimisation)
- to guide visitors to high-value, high-converting pages (usability)
- to prompt visitors to act as calls to action (conversion optimisation)
In order to start building your internal links on your website, you need content to link to. You might wonder why so many websites have their dedicated blog section. This is where you can post your original content with links to your properties. With this exercise, you can kill two birds with one stone. Creating original content can not only support your efforts to build internal links but also allow you to generate content for your social channels.
Plus, pages with higher authority (e.g. a home page or a second tier pages, like category pages or main blog page) can pass their authority score onto a page linked from them. Hence, featuring new properties on the main page or dedicated second tier page can be a good idea.
5. Share your microsite on social media
As mentioned above, sharing content related to your property marketing allows you to:
- Tap into ready-made audiences
- Build backlinks to your pages
Before you start sharing your microsite on all social channels, think about the platform you share it to - what sort of users it has and what sort of content works well on the specific platform. Simply posting a link to your microsite might not be the most effective way of getting noticed on social media. However, creating the sort of content your audience will be genuinely interested in and can engage with will extend the reach (aka. traffic to your page) through the ‘shareable’ nature of content posted on social media platforms. You never know, your content might even go viral.
There is no rule of thumb for each platform but broadly speaking:
- Articles and videos tend to drive the highest interest on Facebook
- Opinion pieces tend to get noticed on Twitter
- Stunning photos and short, snappy videos are what Instagram’s audience engages with most
- Longer opinion pieces, often data-backed, work well for LinkedIn
You can create social media friendly content using your existing assets like photos of buildings or share your expertise in the form of an article or a video depending on the channel.
Here is a quick, practical tip. Instagram is an interesting platform for a visual product or services. Office buildings tends to be marketed with plenty of visual assets like high res photography, 3D tours, drone footage etc. These are perfect for visual platforms like Instagram, Pinterest or even Facebook.