We previously wrote about the changes coming to Google in which the search giant will be shifting over to mobile first-indexing, the process at which Google crawls your website and stores its content within Google's search results. The shift to mobile-first is in line with user and website traffic behavior as mobile searches dominate desktop. Like many things in our lives these days, COVID-19 has thrown a wrench into the situation. It is not 100% confirmed just yet, but it is likely that Google will be delaying the full transition to mobile-first indexing until 2021.
For multifamily marketing teams, the delay might bring a welcoming breath of fresh air as many property management companies are in the throws of finalizing their back to work policies and procedures. Nevertheless, it is important to keep the mobile-first shift in mind. Multifamily marketing teams should ensure that their mobile sites are ready for the transition to avoid any detriment to their SEO or paid advertising campaigns. Failure to address ahead of time could result in significant drops in organic traffic and a need to increase SEM budgets to compensate. Preparing ahead of time will allow for a smooth transition for you apartment digital marketing strategies.