Top 5 Mistakes In SEO For Rental Property That Kill Your Rankings

Mistake #1: Ignoring hyper-local SEO for rental property listings

Hyper-local SEO techniques are essential for visibility in competitive rental markets.

In the crowded rental property market, competition can be relentless. With nearly 19.3 million rental properties in the U.S. alone (Source: Bankrate) and another 10.9 million in Australia (Source: Australian Bureau of Statistics), it’s easy to feel lost in the shuffle. 

But here’s how you can rise to the top: hyper-local SEO.

Almost everyone – 97% of consumers, to be exact – turns to online searches when they’re looking for local services (Source: Pronto Marketing). If your property listing isn’t optimized for the precise neighborhoods where renters are searching, you’re practically invisible. 

Hyper-local SEO gives you the edge by ensuring your listings appear where and when prospective renters are looking. It’s about targeting specific neighborhoods, not just broad cities. For example, someone might search “studio apartments in Brooklyn Heights” rather than “rentals in New York City.” 

Without good local SEO services by your side, your perfectly positioned Brooklyn Heights listing might never cross their radar.

Avoid general keywords that fail to address renter-specific search intent.

Broad keywords like “rental property” or “apartments for lease” are SEO gold. That is, if you have a multimillion-dollar budget at your disposal. 

The unfortunate reality is, because broad terms are highly sought-after, smaller businesses likely won’t be able to make a mark trying to compete for them. And even if you do manage to get the promise of higher traffic from these keywords, how much of it will actually translate to profits?

Here’s the problem: These terms miss what your renters actually want. 

You see, when people search for rentals, they’re likely hunting for specifics, like:

• A cozy studio near well-known landmarks
• A pet-friendly space that’s close to public transport
• A two-bedroom in a top school district

Plus, when someone searches for something specific, like “studio apartments near Sydney Opera House,” they’re probably ready to sign a lease. Basically, these high-intent searches are where you should focus your energy if you want to grab the attention of people who are most likely to spend money.

Zero in on neighborhood-specific terms. 

Neighborhood-specific terms like “affordable apartments Harlem” are like breadcrumbs leading searchers straight to your listing. 

Our advice? Sprinkle these terms into your metadata and content. You can even talk about nearby landmarks, parks or unique hotspots. This resonates with renters and signals to search engines that your listing has geographic relevance, resulting in higher rankings, better visibility and more qualified leads. 

Create your own local SEO keyword reference bank with this template.

A local SEO keyword reference bank can be your roadmap to attracting hyper-local traffic and maximizing your online presence. To help you create your own reference bank, you can make use of Area Ten’s ready-made template. 

Download your own copy here: Local SEO Keyword References Bank

Here’s how to make the most of this template:

• Start brainstorming: Use our template to brainstorm city names, neighborhoods, landmarks and nearby services that renters are already searching for. These hyper-local keywords help your content show up where it matters most.
• Add your own data: The template comes pre-loaded with examples to get you started, but it’s flexible enough for your unique properties. Add in your own data, and you’ve got a personalized list ready to plug into your content.
• Focus on what resonates with your audience: Want to grab renters’ attention? Focus on location-specific perks they care about, like being close to parks, schools or public transport. 
• Weave everything into your content: Your keyword list is only as good as how you use it. Naturally integrate these terms into rental listings, blog posts, and meta descriptions to enhance your site’s visibility. Also, avoid stuffing keywords in without any thought – always aim for a conversational and user-first approach.

Mistake #2: Neglecting schema markup for rental listings

Schema markup enhances search visibility by structuring data for search engines.

Schema markup is like giving search engines a cheat sheet for your website’s content. 

When applied to rental listings, it organizes critical information like property types, pricing and availability into a structured format. This structured data allows search engines to present your listings via rich snippets, which display additional details like star ratings or unit availability. 

And thanks to these eye-catching details, it becomes much more likely for your listings to draw attention and clicks. Skip this step, and you risk falling behind competitors whose listings look more polished and renter-friendly.

What’s more, using schema types like “RentalProperty,” “Offer” and “Vacation Rental” can make your listings more appealing and informative. 

Use structured data to provide search engines with comprehensive property details.

Here’s a step-by-step breakdown of how you can add schema markup to your listings and ensure search engines understand your property details clearly.

Step 1: Start with Google’s Structured Data Markup Helper.

Begin by heading over to the Google Structured Data Markup Helper. Once there. select the type of data to mark up. For rentals, “Product” or “Local Business” works well if “RentalProperty” isn’t an option.

Step 2: Tag key details.

If you already have a rental property page ready, you can either enter its URL or paste the HTML directly into the tool. Highlight key info like:

• Property name
• Price
• Address
• Availability

The tool will guide you in tagging everything properly and generate structured data as you go.

Step 3: Generate schema code.

When you’re done tagging, the tool will produce the JSON-LD code. Copy it and paste it into the <head> section of your site’s HTML, and that’s it – your listings are now speaking search engine language.

Step 4: Check for errors.

Before you celebrate, it’s a good idea to run your new markup through Google’s Rich Results Test. This ensures your schema is error-free and ready to boost your search visibility.

Bonus tip: Speed things up with AI.

If you’re looking for a faster approach, tools like ChatGPT can simplify this even further. Just provide the property details (name, price, location, availability, etc.), and it will generate tailor-made JSON-LD code for you. 

Need extra guidance? Check out this guide on schemas you can use to get up and running.

Mistake #3: Not optimizing for mobile users searching for rentals

Most renters search on mobile, making mobile SEO critical.

With 57% of local searches now happening on smartphones and tablets (Source: Forbes), it’s crucial for any website these days to be mobile-friendly. 

Here’s another key point to consider: renters on the move are often on the brink of making a decision, as they’ll be out scheduling viewings, calling property managers or comparing listings. If your site isn’t optimized for mobile, you’re essentially closing the door on these potential leads right when they’re ready to take action.

Below are some best practices to keep in mind:

• Focus on the user experience: Your mobile website shouldn’t just be a scaled-down version of your desktop site. It should create an intuitive, user-centered experience.
• Fast-loading property details: Ensure listings and key information load quickly to keep renters engaged.
• Seamless navigation: Make it easy for users to explore properties, contact managers and book viewings without any frustration.
• Cater to the mobile journey: Design every element with the mobile user in mind to meet their needs efficiently. Your site should be touch-friendly (with buttons that are easy to tap), forms that are simple to fill out and layouts that are clear and distraction-free. 

Lack of mobile optimization reduces visibility in local, “near me” searches.

Because mobile is so prevalent today, search engines like Google have made it a point to implement mobile-first indexing in SEO, favoring mobile-friendly sites, especially for “near me” searches. If your rental property site isn’t ready for mobile users, you can say goodbye to top rankings and renters searching for places in your area.

Here’s the hard truth: if your website doesn’t load quickly, fit neatly on a screen or have buttons that can actually be clicked without needing a magnifying glass, Google won’t see it in the best light. And who can blame them? Why would they rank a site that will just end up frustrating the majority of users?

Of course, this isn’t just a “Google problem” either – it’s a renter problem. 

Imagine a potential tenant scrolling through listings. They find yours, and your site happens to be a mess. What happens next? They’ll leave immediately and probably find your competitor, whose site works like a dream on mobile. 

So, what’s the fix? It’s not rocket science: 

• Ensure your site adapts to different screen sizes. 
• Add features like click-to-call buttons for those ready to take action and interactive maps that show exactly where your property is.
• Simplify your contact forms, because no one wants to fill out a novel on their phone. 
• Put yourself in your users’ shoes and test your site. If something feels off, it needs to be tweaked.

Ensure a fast, user-friendly mobile experience to improve engagement and rankings.

Core Web Vitals are the metrics that Google uses to measure how users experience your site. They include: 

• Loading performance (Largest Contentful Paint) 
• Interactivity (First Input Delay)
• Visual stability (Cumulative Layout Shift)

If you’re serious about providing a smooth mobile browsing experience for renters, optimizing these metrics isn’t optional.

Tools like PageSpeed Insights are your best friend here. Plug in your rental property site URL, and you’ll get a detailed report that zeroes in on mobile-specific performance. From there, you can prioritize improvements based on the insights provided, ensuring your site loads quickly, responds seamlessly and maintains visual consistency across devices.

To ensure your site meets the expectations of today’s mobile users – and earns top marks from PageSpeed Insights – start by nailing the fundamentals:

• Responsive design: Make your site adaptable. Responsive web design ensures your site looks and works great on any screen, whether it’s a phone, tablet or desktop. A consistent experience across devices builds trust and keeps renters engaged.
• Simplified navigation: Less is more when it comes to navigation. Stick to short, intuitive menus that help users find what they need in just a few taps. Don’t let clutter or overly complex options distract or confuse your visitors – clean and focused wins every time.
• Thumb-friendly design: Ever struggled to tap a tiny link on your phone? Don’t make your users have a similar experience. Buttons and links should be large enough for easy tapping, reducing frustration and boosting usability.
• Largest Contentful Paint (LCP): Speed is key here. Reduce the load time of your biggest elements, like hero images or headings. Compress images, optimize your code and prioritize content above the fold to give renters quick access to essential information.
• First Input Delay (FID): Don’t keep users waiting. Ensure your site responds instantly when they tap or click. It also helps to streamline your server response times to keep interactions smooth and frustration-free.
• Cumulative Layout Shift (CLS): Having content that jumps around as the page loads is a surefire way to lose users. Specify image dimensions and avoid using dynamic ads or elements that shift unexpectedly. Remember: a stable experience makes your site feel polished and more trustworthy.

Mistake #4: Overlooking the power of user-generated content, such as reviews

User-generated reviews add credibility and attract more engaged renters.

User-generated reviews have become a cornerstone of property management SEO. Why? Because they bring an unparalleled level of authenticity and trust to your listings. 

Glossy pitches from landlords or property managers are great, but prospective renters usually don’t settle for just those. They want to know what it’s like to live there from the people who’ve actually experienced it.

Positive reviews serve as endorsements for your property, speaking directly to potential tenants’ biggest concerns: Is maintenance reliable? How responsive is the landlord? What’s the neighborhood vibe? 

These are the questions renters need answered before they make a decision, and reviews can fill in those gaps more effectively than any promotional copy ever could.

Apart from building trust, user-generated reviews also work wonders for your SEO in different ways. Here’s how: 

• Better CTR: Properties with strong reviews naturally draw higher click-through rates (CTR). This is because renters gravitate toward listings with positive feedback, signaling to search engines that your content is valuable and relevant and giving your rankings a much-needed lift. 
• Longer dwell time: Reviews keep renters on your site longer as they get into the detailed experiences shared by previous tenants. This extra time spent – known as dwell time – is a critical factor that search engines use to gauge the quality of your content. The longer renters stay, the better your site looks to Google.
• Dynamic content: There’s also the added bonus of dynamic content. Every new review adds fresh, unique text to your site, which search engines love. This constant stream of updates helps keep your listings competitive and relevant, ensuring they stay top of mind and top of the rankings.

Leverage reviews as content to boost engagement.

Showcasing positive feedback on your website and social media is a surefire way to grab attention and expand your reach. 

Highlighting glowing tenant experiences adds authenticity and builds trust – exactly what potential renters are looking for. Sprinkle in a few quotes or testimonials right into your property descriptions, and suddenly those listings are on a whole new level with relatable stories that stick in people’s minds.

But why stop there? Turn those positive reviews into powerful marketing tools. Use them to craft case studies or neighborhood guides that show off what makes your properties unique. You’re telling the story of satisfied tenants while also spotlighting the perks of living in your spaces, whether it’s the quiet street, lovely views or amazing amenities.

Implement a system to encourage reviews, supporting both SEO and social proof.

Making it easy for tenants to leave reviews is a game-changer for gathering feedback and building trust. Here’s how to set up a system that gathers reviews while making the process frictionless for your tenants and impactful for your local SEO for property management:

• Simplify the review process: If leaving a review feels like a hassle, most tenants won’t bother. Use platforms like Google My Business and Yelp to ensure the process is straightforward. You can also share direct links with tenants – whether through email, text or QR codes displayed in common areas like lobbies or bulletin boards.
• Show some gratitude: Show tenants you value their voice by sending thank-you notes post-review. For a little extra motivation, consider incentives like entry into raffles for gift cards or discounts on amenities. When your requests for reviews come off as genuine, tenants are more inclined to participate.
• Be responsive: Acknowledging reviews – both the good and the bad – shows that you care about tenant satisfaction. A quick “Thank you for your kind words!” or “We appreciate your feedback and are working on a solution” goes a long way in showcasing your commitment to improvement. Future renters notice this, and trust me, it matters. 
• Create a review culture: Don’t wait for the lease to end to ask for feedback. At key touchpoints, such as after-maintenance services or community events, gently remind tenants to share their experience online. This creates a steady stream of reviews, painting a consistent and evolving picture of your property.

Mistake #5: Failing to conduct regular SEO audits for rental listings

Overlooking the necessity of regular SEO audits is like ignoring routine maintenance on a rental property – it’s a surefire way to let value slip through the cracks. In fact, this is exactly why many tourism SEO strategies fail, as well as tactics for other types of businesses.

Imagine your site as a high-performing engine. Without regular tuning, small issues like slow page load times or broken links can snowball, holding back your search rankings and making it harder for potential renters to find you. But when you conduct audits consistently, you identify and fix problems early, ensuring your site is optimized and competitive.

However, a cookie-cutter SEO audit won’t cut it. After all, your rental business has unique goals and challenges. 

Tailoring your audits to align with these specifics ensures you’re focusing on what truly impacts your visibility and leads. For example, while a generic audit might highlight keyword gaps, a tailored one for rentals could uncover localized SEO opportunities critical for reaching renters in specific markets.

When auditing a rental property website, focus on these key elements:

• Mobile usability: With the majority of rental searches happening on mobile devices, your site’s mobile experience needs to shine. A responsive design that’s easy to navigate ensures users can find what they need without frustration. Quick load times? Absolutely critical. The longer your page takes to load, the more likely potential renters will bounce to a competitor’s site.
• Page speed and performance: Use tools like Google PageSpeed Insights to pinpoint performance bottlenecks, such as oversized images or unnecessary JavaScript. Resolving these issues keeps your site running smoothly and ensures that potential renters stay engaged long enough to explore your listings.
• Local SEO optimization: Renters tend to use specific search terms like “apartments near Downtown Chicago,” so make sure your site is ready to meet those local needs. Update your Google My Business profile and weave location-specific details into your content. This helps your properties show up for the right searches in the right areas.
• Schema markup: Structured data is your ticket to better search visibility. Add schemas like “RentalProperty” or “Availability” to highlight essential details in search results. The clearer your information, the more likely renters are to click on your listings.
• Image optimization: Great visuals sell rentals, but not at the expense of speed. So, compress your images to maintain quality while minimizing load times. And don’t skip the alt text either; it’s a small detail with big benefits, improving accessibility and searchability in one go.
• Call-to-action functionality: A sleek website means nothing if your calls-to-action don’t work. Regularly check if your site’s buttons and forms function flawlessly. Clear, intuitive CTAs can turn casual browsers into leads, driving more inquiries and tour requests.

For further guidance, you can check out our tailored SEO audit checklist.

What you’ve learned

• Targeting neighborhood-specific keywords, rather than broad terms, ensures your rental listings appear in front of the most relevant searchers. Area Ten’s Local SEO Keyword Reference Bank template can help you create tailored keyword strategies.
• Structured data like “RentalProperty” or “Availability” schema ensures search engines understand your property listings, improving rankings and attracting more clicks with rich snippets.
• With most rental searches happening on mobile, ensuring fast load times, responsive design and user-friendly navigation is critical for ranking well and keeping potential renters engaged.
• Positive reviews enhance credibility, increase click-through rates, improve dwell time and provide dynamic, fresh content that search engines love.
• Regular audits identify and fix issues like slow page speeds, broken links and mobile usability problems, ensuring your site stays optimized for both search engines and renters.
• Area Ten’s CMAX technology enables rapid deployment of targeted, localized pages at scale, driving visibility and conversions faster than traditional SEO methods.
• Continuous refinement of SEO strategies keeps your listings aligned with evolving market demands, maximizing long-term visibility and engagement.

Let Area Ten transform your rental property’s SEO performance.

Experience the CMAX technology difference.

When it comes to scaling SEO for apartments and other rental properties, speed and precision are everything. 

That’s where Area Ten’s CMAX platform comes in. Unlike conventional solutions, CMAX crafts unique, brand-consistent pages that target specific geographic markets, ensuring your properties are found by the right audiences in the right places.

So, why wait? Inquire today about our FREE SEO Fast Track to transform your SEO strategy and accelerate your growth in ways you never thought possible.