Let’s be honest; unless you’re throwing a wad of cash at pay per click campaigns, ranking organically for “letting agent in…” on Google will be a tough ask. The search engine giant constantly changes how its algorithms work, and it’s getting harder to feature on the first page.
Does that mean you should shut up shop and admit defeat in the attempt to rank on Google? The short answer is “no”, there’s still hope, no matter the size of your letting agency. That optimism comes in the form of Google Featured Snippets, a smarter way to gain traction on the mammoth search engine.
But how do you feature on Google Snippets? That’s what we’re here to answer with our latest guide on marketing methods for letting agents. Read on, and discover everything you need to know about appearing at the very top of Google without spending a penny.
What are Google Featured Snippets?
You might have noticed already, but every time you search Google, a small box with some text appears at the top of the screen. This is Google Featured Snippets, a selected search result that shows a condensed version of the answer to your search query.
Google Snippets are particularly helpful because they’re organic, which means they work outside of sponsored and promoted ads. Therefore, if your content answers important questions, there is every chance that you could feature on Snippets.
Why are Google Snippets helpful for web browsers?
We have all become accustomed to instant gratification, so much so that we don’t have time to scroll an entire webpage for our keyword search; we want the answer right in front of us in a matter of seconds. Google Snippets provides the answers an internet user is looking for in an easily digestible way.
Snippets make finding online search queries easier than ever before. It fully ties into the instant results many of us have come to expect from the worldwide web, whether we’re searching for information about renting, how to be a landlord or letting agency-related content. Or, "what time is it", which is one of the most searched-for phrases, believe it or not.
How can letting agents feature on Google Snippets?
To improve your chances of featuring on Google Snippets, you need to answer the questions your target audience asks Google. From a letting agents perspective, that means finding the answers to queries about being a renter or landlord, as well as specific aspects related to the industry.
For example, if someone is thinking of buying an investment property with the intent of renting it out, they may ask Google questions like “how do I find a buy-to-let property?” or “how to be a landlord?”. If you have content on your website that answers these types of questions, there’s every chance you could rank on Google Snippets.
Surely there’s more to it than simply answering common questions?
Ok, so it’s not exactly as simple as providing answers. First of all, you need to make sure that your answers are better than your competition. Google ranks in-depth content that goes into detail. That’s why long-form blog posts or dedicated pages tend to rank the best in the Snippets.
Take the “how to be a landlord” question, for example. If you simply answer with something along the lines of “buy and investment and rent it out”, Google probably won’t place much faith in your answer.
If, however, you write a detailed article explaining everything you need to be a landlord, from how to find a property to how the lettings process works, landlord responsibilities, mortgage and yields information et cetera, then you’re providing value. And Google likes value.
What else should you know about Google Snippets?
Google Featured Snippets tend to come in three forms: paragraph, list and table, so it’s worth thinking about putting lists and tables into your content. Not only is this favoured by Google, but it also helps break things down for the reader.
When trying to feature on Google Snippets, it's useful to:
- Use tools like Moz and SEMrush to see what your competitors are doing
- Write questions into Google to see how it reacts to popular questions about the rental market
- Do keyword research on Google Analytics
- Try and answer more than one question in your content
- Keep answers short, around 50-odd words
- Use headers to format your content
- Add a “how to” section to your website where you answer lots of potential questions
- Add imagery and video
See what we did there with the lists? Google Snippets can work for everyone, whether you’re looking for new landlords and renters or want to provide people with important information about renting.
Snip, snip, snippets
Featuring in Google Snippets can increase exposure for your letting agency without eating into your marketing budget. It can also help with leads, as people land on your website after seeing that your agency provides the snippet answer they need. It’s a great way to rank on Google and improve the digital footprint of your letting agency.