In an AI-obsessed marketing world, it’s pretty easy to forget that SEO and blog posting still drives web traffic more than anything else. Everyone constantly talking about AI tools, paid Facebook and Google ads, etc., and good old fashioned content marketing has started to take a backseat. But it’s a mistake to view it that way. Content marketing is still king, but consistency is key, so let’s talk about it.
SEO & Visibility
You may see some people saying that the landscape has changed, and everything is about ChatGPT nowadays, but the reality is that a full third of consumers either ignore the AI summary at the top of Google search results or have literally turned it off in their search settings. Only a third of the market says they regularly look at it, with the other third saying only sometimes.
PMAssist Industry Insights is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.
But regardless, it doesn’t really matter, because at least for now, AI still works basically the same way that traditional Google search results did. All ChatGPT, Grok, and Claude are really doing is crawling the internet and pulling in relevant content. So if you search Google for “New Haven property managers,” the AI summary is going to be looking at the companies that have the best SEO, the best content, and the best Google reviews. It’s still the exact same game, people! Sure, it’s entirely possible that AI will eventually advance and somehow use entirely different methods of determining what it recommends in the AI search summary, but I don’t think we’re close to that yet. It’s still a game of SEO and content.
The 2025 MX Summit is right around the corner, and it’s a conference you don’t want to miss.
We have a speaker lineup of over 20+ leading operators (including Todd himself) ready to share their successes, horror stories, and strategies for improving property maintenance operations.
The event takes place in Rapid City, SD from September 16-18. Tickets are only $1,399 for 3 days of learning, networking, and memories your team won’t forget.
Some of our session topics include:
● Elevating maintenance operations through vendor relationships
● Unleashing the profit potential in property maintenance
● How to structure your maintenance processes for success
● Best practices for high-performing in-house teams
So what does Google (and AI) like to see? Fresh, consistent, relevant content. That is what boosts your listings higher in the search results, that is what will make it appear in AI summaries, and that’s what will lead to backlinks. The game hasn’t changed, it’s just added an AI summary to the existing game.
Be The Expert - Your Blog is Your First Impression
But aside from just the mechanics of SEO (search engine optimization), blogging is also about presenting yourself as the expert. When potential clients go to your website and start looking through your content, if your blogs are all three years old and just short snippets that your web developer made you put together when the site was being built, those potential leads are just bouncing to another site.
Instead, what you want to be doing is putting out regular content that is actually useful to potential owner clients. You want to be educating people on being a landlord, which presents you as the expert that they can trust. Even if they aren’t ready to sign up now, if you can get them subscribe to your blog posts, then you’ll be a constant presence in their inbox, reminding them that whenever they’re ready to hire a PM, you’re the one they know and trust.
The Impact of Consistency
I publish this newsletter basically every Tuesday and Friday like clockwork. There have been maybe one or two exceptions to that when I’ve been on the road, but for the most part, I do everything I can to be consistent. And there’s a reason for that: I know how annoying it is for me when my favorite TV show goes on a mid-season hiatus, or my favorite podcast disappears for a couple of weeks. Consumers of content want it to be consistent, and your blogs can be no different.
Not only is this about satisfying the desires of readers, it’s also about signaling that you take this seriously. When you’re inconsistent with your content, it signals to the audience (your potential clients) that this is an afterthought to you, not something that you take seriously. That isn’t exactly a great indicator of your level of professionalism. Think about how you would perceive it if you were the consumer.
But beyond how your human readers are going to perceive it, the algorithm is going to be even more unforgiving. Search engines like Google reward websites that are consistent with new content on a regular basis. By posting regularly, you are showing Google that you are relevant and you’re providing them with more content that can create more organic keywords for you. Algorithms also look for patterns. Posting 100 articles in the course of a year, two per week, is going to be a lot more of a solid pattern for the algorithm to flag than posting 25 articles in January, waiting until May to post 10 more, etc. Give the algorithm what it wants: lots of content on a consistent basis.
The Ideal Posting Schedule
I’ll just be honest, the answer to the question of what the ideal posting schedule is would be “as much as you can possibly post.” There’s a reason that sites like the Associated Press have such a high domain authority score: they are constantly posting new content hundreds of times a day that people find relevant.
But we also have to balance SEO strategy with the reality that you don’t have unlimited amounts of time to spend on content. So, what is the ideal posting schedule?
Ideally, if you can do it, twice-weekly posts on set days of the week is the best goal for most small businesses. With the assistance of ChatGPT to help you create content (don’t just copy and paste, use it as an assistant), you should easily be able to create two articles per week without interfering with the rest of your work. But if you’re just super busy and can’t make it work, then one post per week is the bare minimum.
I recommend putting this on your calendar and not deviating from it. For example, I write these articles every Sunday between 10am and 2pm and then schedule them to go out on Tuesday and Friday around noon. I have this time literally blocked out on my calendar each week. It takes me about two hours to write an article (I don’t use ChatGPT for anything other than outline suggestions and thumbnail images), so I know that I need that four hour block each week for two articles. Figure out what works for you and put it on your calendar, then live and breath by your calendar.
Tips and Tricks
Here are some random tips and tricks to help you with your blog posting:
Use your daily property management issues that pop up for content ideas; have a list saved to your phone where you put your content ideas for later
Create your content in advance and schedule it so you don’t need to worry about posting it at a specific time; most website content management systems (such as PMW’s Nesthub) allow you to schedule posts in the future
Create content in batches, like I do with writing two posts every Sunday; my wife Abi does a full quarter of content for our PMAssist website in one sitting usually, then she doesn’t need to worry about it until the next quarter again
Repurpose your content; if you do a webinar, that can make for a great blog post, or if you post on LinkedIn, some of your shorter LinkedIn posts can become full-fledged blog posts also
Use AI to assist; don’t just copy and paste an article that it writes, because sometimes it writes things that don’t fit with your business or are just obviously AI, but you can use it as a starting point and edit from there; this can allow you to create massive amounts of content in one sitting and still have it be true to your voice and your business
If you have employees, ask around to see if any of them enjoy writing or content creation; you might find someone on your team who loves this sort of thing and can take it off of your shoulders
If you simply don’t have time, hire someone like Fourandhalf to produce the content for you
Just Do It
I know it’s not the most interesting thing in your business, but blog posting is still uber-important to the success of your business. The marketing agencies aren’t BSing you, this truly is something that matters. And the more crowded your market is, the more important this is. Bite the bullet and devote the time and resources needed to get this done. You’ll be glad that you did.
We’re Hiring!
My property management company is looking for another BDM! If you have PM experience, and you either live in Atlanta or are willing to move here, please send me a resume. The position offers a combination of salary and per-door commission (with a heavy emphasis on commission), so we’re looking for go-getters who will put in the work to close leads. You would start off with 40+ leads from day one, so plenty of opportunity. Georgia real estate license required, or must be willing to get it prior to starting. If interested, email me a copy of your resume to toddo@revolutionrm.com
Open to Work
Are you an experienced PM industry employee looking for work? Or are you a PM company or vendor seeking the best talent? Send me your info and I’ll feature it here! And look forward to future editions where we’ll be featuring some of the best RTMs available!
We currently have some open spots for the upcoming couple of months, and we’re trying to get those filled by offering a 20% discount! Sign up for a full-size ad or ad package and get 20% off. Just use discount code JUNE.
Debate Me
Disagree with my take here? Have a different perspective? There’s nothing I love more than a good debate or even just an intelligent conversation. If you’d like to jump on a podcast recording with me to discuss this topic, please let me know!
PMAssist Industry Insights is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.
