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A client approached us with the task of creating a website for daily apartment rentals in the business center of the city. At the start, he had only 19 apartments located in two large buildings. They differed in the level of comfort, being divided into the categories “premium” and “comfort”. It was necessary to take these differences into account in the site structure and design.
We proposed the following development approach:
1) During the process of creating the site, it was decided to allocate 20% of the customer’s annual marketing budget for its development. We focused on functionality, easy navigation and minimalism in design, avoiding unnecessary animations and effects. This is important because site loading speed is one of the key factors for its ranking in search engines. If a site loads slowly, it is almost impossible to achieve good rankings.
2) It was decided to allocate the bulk of the budget to SEO promotion of the site, including technical optimization and work on the link profile. It's important to note that links still play a role in SEO, although not as much as they once did. At the beginning of the work, an approach was chosen with the active use of contextual advertising to quickly attract visitors and analyze their behavior. This made it possible to quickly adjust the site, improving its usability, and also ensured a rapid influx of customers, which was critically important for the business.
Optimization work began at the end of spring, and this is how the traffic statistics changed after two months:
In two months, search engine traffic grew from less than 100 visits per month to more than 1200. This increase was more than 12 times, which is an excellent result in such a short period!
What contributed to such rapid growth? As stated earlier, our approach was comprehensive, and here is what we did to achieve this result:
1) We optimized meta tags on all pages of the site, which improved indexing in search engines.
2) Created unique content on the topic of real estate rental. These articles drove additional traffic, and we used internal links to direct visitors to our rental listings pages.
3) To increase the time that users spend on the site, we added links to other objects. This increases browsing depth and helps retain customers.
4) We also created a channel on video hosting, where we posted video reviews of apartments. Video helps to engage visitors because watching video content is much easier and faster than reading.
5) Registered objects on popular maps. Reviews on these resources are checked against strict criteria and are perceived by potential clients as more objective than text reviews that can be edited.
6) We added an online booking form, since many users prefer to arrange a rental on their own, without the need to communicate with a manager.
7) For users who prefer to contact managers, various feedback forms have been added, as well as links to instant messengers.
8) We are actively working on our link profile. To do this, we examine competitors' links, try to create a better profile, but do not rush to buy links so as not to receive sanctions from search engines. It is important to maintain a balance between the types of links - for example, the ratio of dofollow and nofollow links should be about 3 to 1.
Of course, in the process of work, some additional, non-standard methods were also used, but we will talk about them in the following publications.
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If you have questions about SEO promotion or need advice, write to the SEO studio "SEO COMPUTER" at info@seo.computer. We will be happy to help you!
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