SEO for Property Managers - Case Study
Perth Property Manager tracked 162% increase in organic traffic and 140% increase in landlord enquiries
We Love Rentals, established in 2003, specialises in residential property management throughout the Perth metropolitan area. They are based in the south-east suburb of Cannington. Perth’s rental market is very tight – just like every other Australian capital city and We Love Rentals were looking to grow their market share.
We Love Rentals
“Working with Mike and Eurisko has exceeded our expectations much of the time searching for a web designer can be filled with complicated jargon and difficult to understand content. This is not the case with this dream team.
Mike not only took the time to really understand our objectives but goes above and beyond the call of duty to assist myself and my team to understand the process and processes moving forward and has been a great ongoing support after the brief was executed. Nothing seems too hard.
The overall design, execution and digital assistance has been exactly what our rapidly growing business needed to keep up with the need and demands of our customers. Great work Mike and the Eurisko team. “
– Jaxon Jennings Galati Group | Spudshed Digital Marketing Coordinator
We first met ‘We Love Rentals’ in 2019 and while being an established property management company, they were at ways to gain market share from more established players.
Our challenge was simple, to increase ‘We Love Rentals’ brand recognition in the marketplace, drive more targeted organic traffic to the site and deliver more landlord inquiries.
To give you an idea of how competitive the property management industry is here in Perth, as of 6 May 2022, there are just 2,882 properties listed for rent on the Real Estate Institute of Western Australia (REIWA) website. REIWA lists 347 property managers as servicing Perth.
This equates to just 8 properties per rental manager. Given this lack of supply, it’s easy to see why Google Ads click costs are so high (avg. $10.67).
The client was focused on getting on to the first page of Google for ‘Property Managers Perth’, which as of June 2022, had an estimated 1,000 searches per month and a CPC of $8.37.
Focusing on one keyword is never a good strategy, so we undertook a competitive analysis to see what keywords would present the best opportunities while at the same time targeting search phrases similar to ‘Property Managers Perth’.
Increase the number of keywords that ‘We Love Rentals’ and increase the number of keywords ranking on the first page of Google. We also wanted to increased their ROI on their Search Engine Optimisation investment, which is one of our key accountabilities.
- Increase keywords appearing in search results
- Increase ROI on organic search investment
- Increase search engine visibility (total impressions)
- Increase number of clicks from search engine results
- Drive more leads to the website
Strategy and awareness
When looking for keyword opportunities, we evaluate several factors including user intent, keyword search volume, CPC, competitiveness, and ranking difficulty. With the right keyword strategy in place, we could create a targeted content strategy that would help rank the website for a variety of search terms and phrases.
Over the last 12 months, we have realized a 351% increase in the total number of keywords ‘We Love Rentals’ can now be found for. This has seen their keyword value ROI increase 355% based on Google Ads CPC, a transparency metric we measure ourselves on. The best result so far is seeing more leads come to the website from blog posts rather than just the homepage or service level pages.
While increasing the total number of keywords the site indexes for, we have been able to increase the ranking of the keyword “Property Management Perth”, a golden keyword, where the average rank has increased from page 2/3 to page 1/2.
Search Engine Optimisation
We offer a broad spectrum of SEO services including SEO audits, technical SEO, keyword research, SEO consulting, local SEO in Perth, SEO campaign implementation and management to improve search rankings and boost traffic for your business.
We approach any new website with a focus on the three key tenets of any successful SEO campaign.
- Technical SEO – a technically sound website that fast loading with a great user experience.
- Content – copy on your main pages that encourage people to take action, and editorial content that exists to answer questions, educate your target audience, and establish topical authority.
- Backlinks – links from highly relevant and highly authoritative websites that act as votes of confidence in your site.
Your website is really humming when you hit the sweet spot. It’s here that you start to see real organic growth from your SEO efforts, but it can take up to six months before you reap these benefits.
Content Research & Keyword Mapping
Keyword Research & Copywriting should be one of the driving forces at the heart of your website. Not only is it important for converting website traffic into sales, but it’s especially important for Search Engine Optimisation.
When we’re looking at writing your copy to rank on Google search results pages (SERPs), we consider several elements. These include targeting high-value keywords with plenty of search volume so they have the best chance of ranking and driving qualified organic traffic towards your website!
- We’ll provide you with a full content strategy
- We’ll target high value keywords with low competition = faster indexing
- Choose between long form content or short form content
- Written to convert, not just rank!
Results so far
A well structured content strategy targeting the right keywords will index quicker than if targeting only one keyword. Writing well crafted content also means more pages are indexed and available to drive leads to your website. As an added benefit, well crafted content can get picked up by third party sites like REIWA and Australian Property Investor.
In the case of ‘We Love Rentals’, our keyword and content strategy resulted in a 162% increase in organic traffic to the website in the first 6 months of 2022.
Targeting a wider variety of keywords and search phrases, including terms with lower competition, means that We Love Rentals will appear in more topical search results. If you understand the language that you’re customers are using to find your products and services, it means that you’ll drive more leads more often.
We have successfully navigated several Google Core Updates and increase ‘We Love Rentals’ search visibility for keywords by 351%.