Real Estate SEO Case Study

Challenge

Before the SEO strategy execution, the real estate agency in Dubai faced several challenges in establishing a strong digital presence. Their old website ran on a custom CMS, which limited their flexibility and SEO capabilities. This resulted in poor site architecture, inefficient crawling and indexing by search engines, and outdated content that no longer met user needs or search engine criteria.

The agency was not capitalizing on its agents’ reputations, leading to underutilized personal branding opportunities. The cumulative effect was suboptimal search engine visibility and hampered organic search performance and lead generation.

Solution

Comprehensive Content Audit: A thorough audit of the existing content was conducted, identifying opportunities to delete outdated or underperforming content, merge duplicate pages, and enhance existing material to better meet user needs and search engine criteria.

Platform Migration: To enhance site functionality and SEO-friendliness, we migrated the agency’s website from a restrictive Custom CMS to WordPress. This transition allowed for greater customization and easier content management, paving the way for more effective SEO practices.

URL Redirection Strategy: We implemented a robust URL redirection plan to ensure seamless user experience and preserve search equity. This involved the correct application of HTTP status codes, such as 404 (Not Found) and 410 (Gone), to manage old URLs and redirect traffic effectively to relevant pages.

Keyword Research and Mapping: Extensive keyword research was undertaken to identify high-value search terms relevant to the real estate market in Dubai. These keywords were strategically mapped to specific pages, optimizing each for maximum visibility and relevance in search engine results.

Enhancing Crawling and Indexing: Modifications were made to the site’s architecture to improve the efficiency of search engine crawling and indexing. This included optimizing the robots.txt file and improving internal linking structures to ensure important pages received the attention they deserved from search engines.

Content Marketing Initiative: A targeted content marketing sprint was launched to drive traffic growth. This included the creation of engaging, SEO-optimized content tailored to the interests of potential real estate buyers and sellers in Dubai.

Custom Agent Bio Pages: To capitalize on personal branding, custom bio pages were developed for each agent. These pages highlighted the agents’ backgrounds and real estate expertise, enhancing their personal connection with site visitors and improving conversion rates.