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How do I know what keywords I should try to rank for?

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By doing consistent keyword research and using the research provided by SEMRush and the 30 Lines team. The typical “keyword research” we do will be good for at least 12 months and it’s always good to think about refreshing it after that (counts as an SEO deliverable).

It’s very important to also note that the 30 Lines team will mostly likely not catch very specific local keywords like burroughs in cities, specific/unusual apartment amenities, etc. This is why we ask property teams to work with us on the checklist and on monthly calls.