Cortland
SEO Goal
Increase visibility on Google and increase the number of tours scheduled and calls made through the site.
About Company
With multiple properties, Cortland dominates in providing exceptional apartment living to communities in Irving, Texas.
Writing with Brand Voice in Mind
Cortland is very specific about the writing style they prefer to have on their websites, so making sure to consistently write with the Cortland style voice was important.
Results from April 2022 to April 2025
One of Cortland’s properties, Cortland Addison Circle, saw a big jump in active users on its landing page.
Key Actions & Impact
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Wrote optimized headings, body copy, metadata, and alt text for every property's website.
Conducted thorough keyword research to find which keywords each Cortland property will most likely rank for.
Regularly checked progress on rankings and made content updates accordingly.
Ensured the site was authoritative and trustworthy to the search engines by finding linking opportunities. I checked social media, internet listing sites (ILS), and directory sites to make sure the current exact URL is linked. I also found new opportunities to gain links through online articles and such.
Conducted research on competitors to determine which keywords and user experience tactics Cortland is missing out on.
Improved user experience by reviewing engagement metrics, screen recordings, and general page experience for each community microsite to ensure key actions are encouraged and easy to complete.