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HOW AND WHY TO SUPPORT TRAFFIC FROM SEARCH IF THE PROPERTIES HAVE ALREADY SOLD
The main goal of any SEO promotion is to increase applications and sales. SEO optimization for developer websites is no exception. However, SEO is a process that takes time. The first results may appear after a few months, but achieving long-term goals may require up to a year of continuous work.
However, few understand what happens next. After achieving the initial goals, when the site begins to show stable results, active work often stops. In this case, traffic continues to grow, but slowly, mainly due to seasonal fluctuations and behavioral factors. In the real estate industry, ongoing support of SEO strategies is required to maintain optimal results.
At the end of the year, a marketer from a large construction company contacted us. The goal was to win some of the traffic that went to real estate aggregator sites, as well as improve organic traffic to the site. The main problem for us was high competition for top positions for key queries due to the limited content on the site and its scale.
We coped with the client’s main task: the site began to appear in search results for low-frequency key queries, and we were able to win back some of the traffic from competitors.
At the start of work, the company had several facilities under construction. However, after some time, two of the three objects were commissioned, and no new ones were proposed. Traffic began to gradually decline. Then we started working on maintaining traffic.
Firstly, the client did not sell all the apartments, which means it was necessary to sell the remaining ones.
Secondly, even when sales dropped significantly, it was important to maintain interest in the brand and construction projects in order to “warm up” future buyers interested in new offers.
The main goal was to maintain the quality and quantity of requests while demand decreased.
For this we:
We have posted review articles on third-party sites with high quality scores. These publications helped increase trust on the part of search engines and created an additional channel to attract traffic.
The influx of visitors from third-party sites to the developer’s website showed positive dynamics.
We have updated the site design, improving its usability. This made it possible to improve behavioral factors. Despite the reduction in time on pages, the bounce rate decreased, which also had a positive effect on search engine results.
After the site redesign, a noticeable decrease in the bounce rate was noticed, and the time spent by users on the site improved.
We updated the site to a secure HTTPS protocol, which improved user trust and increased rankings in search engines, which now preferred sites with a secure connection.
While news and article content attracted visitors, it didn't always drive conversions. However, this content was useful in increasing brand awareness and improving behavioral factors, which played a role in the long-term SEO strategy.
Despite the gradual decline in traffic, conversions continued to grow. We observed an increase in user interest and an increase in applications, which indicates the high quality of traffic.
The drop in traffic occurred in sections that were no longer relevant for visitors.
This confirms that, despite the decrease in overall traffic, its quality has improved significantly, which has influenced the growth of conversions.
The client was satisfied with the results and continues to work on new projects.
You can contact the SEO studio "SEO COMPUTER" with any questions by email info@seo.computer.
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