How to Correctly Name Your Content

David Borden

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November 21, 2013

Tip #7 "How to Grow a Property Management Business Through a Website"


When I give this class to property managers I jokingly tell them that they should change their profession. What I mean is that property managers need to be more specific when telling potential customers what they do.  Many companies will tell people that they do "Property Management" or that they own a "Property Management Company."  While that may be true, and most humans can figure it out, it doesn't help a computer program called a search engine figure out which market a property manager operates in.

While some of you many want to be found for the search term "Property Manager," most of you do not.  If you manage property in Seattle, it would be much better to be found for the term Seattle Property Management. By tastefully integrating the term into your services page, (See Example below) you will tell the search engines that you manage property in that specific area, and they would be smart to send their visitors to your site where they can find some great content about the term they just typed in. Ultimately the search engines want to send their users to the sites with the best content, so they will keep using that search engine. If you provide great content to the visitor, they might even hire you to manage their Seattle property.  Or better yet, their property in an area where you manage.

Estimated Search Impact Correctly Naming Content:  3-4%


About the Author

David Borden

David Borden

With a resume that includes West Point graduate, Captain of the West Point Team Handball team (which, interestingly, is also referred to as “Borden Ball” around the world. Google it. We’re not sure which name came first, but we’re pretty sure Dave could tell you), US Army Chinook helicopter pilot and Co-founder, President & CEO of what is now the leading website in the country for advertising long term residential rentals, it stands to reason why Dave has a place at the PMW kitchen table: his appetite for success. And, well, because he keeps us laughing.

As our resident funny-man (possibly self-proclaimed), his booming voice can be heard spreading the PMW gospel to anyone who’ll listen. And, frankly, even those who have no interest in property management. (Don’t they teach “Inside Voice” at America’s oldest military academy?)

But his high-decibel, funny ways become awfully serious when it comes to staying one step ahead for the good of our customers; because Dave has been there. As a second-generation property manager from Colorado Springs, CO, he knows the struggles that property managers go through and painstakingly dissects every step of their process to come up with ways to ease their burden.

As former CEO & President of RentClicks (which went on to become Rentals.com), he strategically positioned their business to become NARPM’s first official partner and was awarded NARPM’s National Affiliate of the Year three times.

When he’s not devouring industry information at our kitchen table, you might find him bellying up to a plate of wings while watching his beloved (understatement) Broncos, flipping channels in search of a historical documentary, searching out a tennis match or preaching the ways of the world to his pre-teen sons, Andrew and Brady.