Case Study
The Challenge
In December 2022, I took over the SEO campaign for a Real Estate Brokerage in Ontario and came to the agency to enhance its digital footprint to strengthen its market position. I was leading the SEO team at the agency in the capacity of Senior SEO Specialist.
The real estate brokerage faced several challenges:
Low Organic Traffic: Insufficient organic traffic led to limited online visibility and engagement.
Limited Local Visibility: The brokerage struggled to make an impact in the competitive local real estate market.
Brand Trust Deficit: There was a need to build brand trust online to convert site visitors into clients.
Organic traffic growth January-December 2023
As seen in the above graphic, before December 2022 the organic traffic was almost stagnant with no significant growth. We worked on migrating the client’s old website to a new one, where I handled all the technical SEO work related to the successful website migration, as well as building the SEO strategy.
The campaign was launched in December 2022, and by December 2023 we saw a 44% organic traffic increase
Approach
A multifaceted strategy to address these challenges, focusing on website redesign, local SEO, and content optimization.
Website Redesign, Migration and On-Page Optimization
Navigation Structure: Improved the website structure for easier navigation ensuring that the relevant pages and information on the website were easily accessible
On-Page SEO: Content was rewritten and optimized for local search intent and targeted keywords to maintain natural information flow.
Local SEO and Google Business Profile Enhancement
Google Business Profile: Updated the brokerage’s GBP profile to enhance local visibility in the Google Maps Guelph area.
Local Content Strategy: Implemented a local content strategy targeting long-tail keywords with local intent to capture top-of-the-funnel queries.
Results
The SEO efforts over a year yielded substantial improvements:
Organic Traffic: 44% organic traffic improvement year over year (Dec. 2022 – Dec. 2023) as seen in the graphic above. In 2023 we were able to take the client’s website from 187 visitors ranking for 529 keywords, to 351 visitors, ranking for 1113 keywords.
Organic Impressions: A 35% increase in organic impressions in the last 6 months of 2023, as seen in the graphic below.
Organic Search Traffic:
23% rise in organic traffic in 6 months, with more visitors reaching the website through organic search.
Local Map Pack Ranking: Improved ranking within the Local Map Pack, vital for local visibility.
Click-Through Rate (CTR): A 0.2% improvement in CTR, pointing to more effective content and website structure in attracting users.
Keyword growth: In the last 6 months of 2023 the client saw a 23% keyword growth, which was 6-7 % more than the competitors
Interested in growing your business with organic SEO?
(Note: Due to the agreement I have with the agency I provided SEO services, I am unable to disclose the client’s name)