If you run a business in 2024, you might be aware of the importance of being visible online. If that is the case, you may have heard of Search Engine Optimisation (SEO).

SEO is exactly what it sounds like on the tin – optimising your website for search engines to find you. It’s the process that keeps you appearing above your competitors when prospective customers search for businesses like yours on search engines such as Google or Bing.

But how can SEO help a social housing provider?

By implementing effective SEO strategies, social housing providers can significantly boost their online visibility, connect with ideal tenants searching for the perfect home and fill vacancies faster.

Let’s take a look at some practical SEO strategies you can use to showcase your homes and the services you might offer. We’ll look at a few different topics from understanding your target audience and crafting compelling content to optimising your website and building trust online.

Know your audience – who are you targeting with your SEO?

To begin, you need to work out who your ideal audience is. Think about the properties you own or manage and the type of tenants you’re trying to attract.

To get your campaign off to a great start; consider things such as:

• Your target audience’s demographics (examples include, but aren’t limited to: age, income level and family size)
• Their specific needs (such as accessibility requirements, proximity to shops, schools or GP surgeries)
• Their interests and wants (green spaces nearby, leisure centres, youth clubs)

How do I get more tenants? Targeting audiences with the right SEO keywords and keyphrases

Researching relevant keywords and phrases and then using them to inform your content can help your ideal customer find you online, meaning that you can spend less time trying to find them! 

Try planning some content around the following kinds of keywords or phrases:

• Location-specific keywords – gearing your content up to mention a specific area or location can help your brand appear in search results for those who have expressed an interest in that area, or even for those searching from that particular place
• Long-tail keywords – these can help potential tenants find you when they are searching for more specific needs. A long-tail keyword search might include the number of bedrooms that someone needs or whether it needs to be wheelchair accessible, for example
• Informational keywords – these are words and phrases in the form of questions, such as ‘how to apply for social housing.’ As search habits become more conversational, content (and its keywords) need to adapt to respond to these queries

Choosing the right content for your social housing SEO strategy

Ask anyone working in PR, social media or SEO and they will tell you that content is key. First impressions are crucial, particularly for something as important as housing. Ensuring that the content on your site is more than run-of-the-mill walls of text is important for potential clients to find you and get excited by your offering.

You can help your organisation shine with SEO-optimised, media-rich content such as:

• Photos – In addition to making your website more visually appealing they give you extra opportunity to improve your SEO. Photos that include alt text give search engines more context when crawling your site, meaning they have more information to work with. Not only is alt text fantastic for SEO, it also makes your content more accessible

• Videos – the right video can keep your audience interested, engaged, excited and wanting more! Captivating someone and keeping them on your site is also beneficial to your SEO as it signals to search engines that your content is worth looking at, increasing the likelihood of your site being shown when someone searches for a relevant term

Using photos and videos also enables you to highlight unique features that might set your properties apart, like private balconies, green spaces for relaxation, or close proximity to desirable amenities. Virtual tours can also give potential tenants a feel for the space by letting them explore it at their own pace, showcasing accessibility features in homes, such as wheelchair ramps or walk-in baths.

Moving beyond property listings, informative blog posts can address common concerns and establish you as a trusted resource. Aim to answer the questions potential tenants might have as that will help the likelihood of you appearing in search results. 

Finally, don’t underestimate the power of creating a sense of place. Develop engaging area guides that go beyond just listing nearby amenities. Instead, highlight the surrounding shops, parks, leisure centres and public transport links that make your properties desirable. Showcase the area’s character with high-quality photos and videos, and feature local community events, clubs or activities – especially if they cater to families. This approach will help potential tenants envision themselves living in your properties and becoming part of a vibrant community.

Making sure you’re visible online

Now you’ve got the content sorted, we need to work out how best to show it off to increase the likelihood of you being found in Google search results (other search engines are available!) You can start by:

Optimising your website

Your website should be a one-stop shop, attracting potential tenants with clear and concise navigation. This means making crucial information readily available, such as detailed explanations of your social housing programmes, eligibility criteria and application requirements. 

Additionally, a user-friendly search function can empower tenants to find specific properties based on their needs, whether it’s location, size, accessibility features or other desired criteria. To streamline the application process further, consider offering an online application option alongside clear instructions and downloadable forms.

You also need to ensure that your website can be viewed comfortably on any device. Being optimised for mobile is no longer going above and beyond; it’s essential. A significant portion of web searches happen on mobile devices and you need to ensure that you’re not turning potential tenants away with a slow, clunky website.

Ensure your website is responsive, automatically adapting to different screen sizes and providing a seamless user experience across phones, tablets and laptops.

Speed is also key in a fast-paced, digital world. Nobody likes a slow website and it’s likely to turn off those who have found you online. Use website speed testing tools to identify areas for improvement – this might involve optimising image sizes, minimising code and choosing a reliable web hosting provider. 

Both fast loading times and mobile optimisation can help your site’s SEO as it flags to search engines that your site offers a great browsing experience, making it more likely potential tenants will find you in their search results.

Your brand on social media

Social media platforms are a powerful tool for connecting with potential tenants. But simply listing properties isn’t enough, you need to engage your audience! 

Consider sharing engaging content like well-photographed listings, informative blog posts that address common tenant concerns and area guides highlighting the neighbourhoods surrounding your properties. 

Paid-for, targeted social media ads can also help you to reach your ideal demographic based on income level, family size, location and other demographics. 

Additionally, participating in relevant online communities like neighbourhood Facebook groups or forums can help you to connect with potential tenants directly, answer their questions and showcase your expertise as a social housing provider.

Building trust and authority

Building trust and authority is a great way to help your online visibility. Encourage satisfied tenants to leave positive reviews on Google and other relevant platforms. These reviews act as social proof, building trust with potential tenants and influencing their decision-making. Personal recommendations are still a powerful tool.

Go beyond property listings by showcasing success stories of tenants who have benefitted from your social housing programs. Feature testimonials highlighting how your services have improved their lives. This humanises your agency and creates a sense of connection with potential tenants.

You could also try collaborating with local organisations that support similar demographics, such as charities, community centres or local authorities. This broadens your reach, establishes you as a community partner, and increases trust with potential tenants who see your commitment to the community’s well-being.

In summary: SEO strategies for social housing providers

Remember, SEO is an ongoing process. Utilise website analytics tools to track which content performs well, what keywords drive traffic and where users drop off in the application process. This information is gold. It allows you to refine your keyword strategy, optimise content for better conversion rates (meaning more applications!) and identify areas requiring improvement on your website. Fresh content is vital. Regularly publish engaging blog posts, area guides and property listings to maintain a strong online presence, attract new visitors and keep existing tenants engaged. By implementing these strategies, your social housing website will become a powerful tool for attracting qualified tenants, streamlining the application process, and ultimately, filling vacancies faster and more effectively.