100 enquiry form submissions in 90 days, from a site that was barely visible in search a year earlier. Organic clicks up 62% year-on-year, with core commercial pages moved from outside the top ten onto page one.
Content SEO
Local SEO
Gap Analysis
At a glance
An independent estate and letting agency in Bristol. Airsat runs a single branch and competes on service depth rather than network scale, with an in-house maintenance arm in Airsat Construction.
Independents compete with national portals, franchise networks and established local agencies for the same search visibility, which makes organic presence harder to win and more valuable once secured.
Including Portishead and Bradley Stoke. A defined territory meant the strategy could target real local demand at area and postcode level rather than chasing broad national terms.
The work covered keyword and competitor research, service and location page production, an authority content programme, and local visibility tracking.
SEO compounds, and even within the first year the location pages and editorial library have started to reinforce each other. The programme continues to expand both.
Reporting directly to the Director, we managed strategy and delivery end to end, reporting monthly on rankings, traffic and enquiries through Google Search Console, GA4, Ahrefs and Local Falcon.
Airsat Real Estate is an independent estate and letting agency in Bristol with a strong offering across lettings, property management and block management. The agency wanted to build organic visibility for the services that drive its business, turning search presence into enquiries rather than relying on branded recognition alone.
The SEO Challenge
As a single-branch independent, Airsat was competing for the same search visibility as national portals, franchise networks and long-established Bristol agencies. Those competitors had larger sites, older domains and more content, which made the top of search a difficult place to reach.
The practical problem was reach. Core commercial pages sat well outside the top ten, and beyond branded terms the site was rarely seen in search at all. The service offering was strong, but the pages meant to sell those services were not being found.
That left the agency dependent on people who already knew the name. For a business that needed to win new landlords, leaseholders and vendors searching by service and location, branded visibility alone was not enough to grow. So we turned our attention to ‘new users‘.
What we did
We built a content-led SEO programme across four pillars, each aimed at turning search demand into enquiries.
225.8%
growth in new users (YoY)
1. Keyword research and competitor gap analysis
Before producing anything, we mapped where real demand sat across lettings, property management, HMO and block management terms. We then compared Airsat’s coverage against established Bristol competitors to find the gaps worth closing. That research set the order of work, prioritising the pages most likely to drive enquiries rather than the ones easiest to write. Every later decision traced back to this demand map.
2. Service and location page production
The pages that sell Airsat’s services needed to exist and rank, so we built and optimised dedicated pages for block management and property management. Each was structured around the searches people actually run, targeting Bristol and surrounding areas including Portishead and Bradley Stoke. We positioned Airsat’s in-house maintenance model through Airsat Construction as the differentiator competitors cannot match, giving the pages a commercial angle as well as a search one.
411.1%
Increase in block management traffic
3. Authority content programme
Ranking for commercial terms depends on topical authority, so we produced in-depth guides answering the questions landlords, leaseholders, buyers and sellers actually search for, from tenant referencing to how long a house sale takes to complete. The centrepiece was a nine-post block management cluster aimed at RMC and RTM directors, freeholders and leaseholders. This built depth in a niche where few local competitors had useful content, and gave the service pages internal support to rank.
4. Local visibility and measurement
A Bristol agency wins or loses at area level, so we created area guides for neighbourhoods across the agency’s territory to capture local demand. We then tied rankings, traffic and map pack visibility back to enquiries through monthly reporting across Google Search Console, GA4, Ahrefs and Local Falcon. That measurement loop meant the programme could be steered by what was producing enquiries, not just what was producing clicks.
Less than a year ago, the core commercial pages sat well outside the top ten and the site was rarely seen beyond branded terms. Now, Airsat received over 100 enquiries in 90 days and saw rising engagement across the site.
The Results
Channel performance: Year on year growth
62% increase organic clicks
271% growth in search impressions (branded and non branded terms)
Increase of 350% in clicks for block management terms
First page ranking
Average mobile rankings from jumped from position 22 to position 8
Lettings page from position 34 to position 7
Flagship guides now competing in the national top ten; with one going from 21 clicks to 850 in the same quarter.
Strategic position
Core commercial pages moved from invisible to page one
Established authority across lettings, property management and block management in Bristol
A growing editorial library and location page footprint that compounds in value over time
The goal was not a shirt spike in impressions and clicks. We set out to create a long term growth plan that resulted in consistent and sustained visibility in the areas with the highest commercial impact.
If buyers can't find you, they find someone else.
We have spent over a decade getting property brands found where buyers and vendors look. See what our estate agent SEO work can do.
The results came from sequencing, not volume. We did not publish broadly and hope. We mapped demand, found the gaps competitors had left, and built the pages and content most likely to convert searches into enquiries first. That discipline is why commercial pages reached page one rather than only easy informational terms.
Why our SEO strategy worked
The block management cluster shows roar’s leading SEO approach in practice:
Few local competitors had serious content for RMC and RTM directors or leaseholders, so depth in that niche produced outsized gains, including the 350% year-on-year rise in clicks for block management terms. Choosing where to be thorough mattered more than just producing more.
Positioning helped the pages convert as well as rank. By building Airsat Construction’s in-house maintenance into the service pages, the visibility we won landed against a genuine commercial differentiator, which is part of why rankings turned into enquiries rather than traffic alone.
We have worked with Airsat for around a year, and the programme is ongoing. SEO compounds, so even within the first year the editorial library and location pages have begun to reinforce each other, and a longer relationship lets us keep building on that base in a way a short project could not. Monthly reporting against enquiries, not just rankings, keeps the work pointed at commercial outcomes rather than vanity metrics.
Hernan has been looking after our SEO since early 2023 and has done a fantastic job - he has been extremely proactive, creating many extra landing pages for popular search areas, writing industry led blogs which Google are now showing as 'featured snippets' on important keyword searches, and editing our website content for optimisation. Our results have improved considerably during the course of this year and we are very happy to have him onboard!
Seamless! From concept to completion this has been, hands down, one of the easiest projects we have worked on. The team at Roar are knowledgeable, professional, skillful and most importantly take the time to really understand your business and objectives. Thank you.
This is no ordinary ads management service. The team brought a suite of proprietary tools and tech, in conjunction with off the shelf services to make sure I beat the market. Their direct and straight talking approach also stopped us from continuing to make a number of errors that were not obvious to us at the time, and never would have been without them.
Having worked with the team at ROAR for several years now, the one area that impresses me is how much pride they take in delivering results. Constantly looking at ways to improve the value the client receives and ultimately profits from their work - well done, please keep it up!
We worked with Roar Digital to develop and launch our brand new website. They have been excellent throughout the whole process from our very first meeting. They are very responsive, creative and efficient. Any issues that come up are dealt with straight away, and their customer service great. I would highly recommend them and we look forward to working with them well into the future!
We worked with Roar to develop and launch our new website, and they've been very responsive and supportive throughout the process. Any issues that come up are dealt with right away, and their customer service is a breath of fresh air. Adam, Charlie, Henry and the team are fantastic. We highly recommend them!
I previously worked with ROAR and Homeflow as a freelance designer - and always felt supported on each project. Excellent organisation, communication and project management have made working with the team an absolute pleasure. Most recently I worked with Jeremy and Charlie; whose knowledge and support has been outstanding!
I would highly recommend working with ROAR. Their combined experience, insight and enthusiasm is a real asset; inspiring confidence and trust throughout the design process.
Roar Digital have provided an excellent service in integrating our website and technology platforms. With complex data feed issues to address and many bespoke development requirements they have consistently delivered first class service with Adam Parish a very professional project manager. I would recommend them without hesitation to others.
The level of support we received from Roar when going through a recent redesign our website was unparalleled. Adam and Charlie held our hands throughout, ensuring that we felt comfortable with the progress every step of the way. They worked closely with both our designer as well as our CMS providers to ensure that all the pieces of the puzzle came together seamlessly, subsequently, the end result closely mirrored the initial brief. From a project management perspective, i had full insight into the progress throughout via an uncomplicated project management system which was regularly kept updated. That said, i was also able to rest assured that both Adam and Charlie were always on the other end of the phone if i needed them at any point (which i often did!). We would very happily recommend Roar.
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Roar Digital is a London-based digital marketing agency with more than a decade of experience in the property sector. We work with estate agencies at a national and international scale, as embedded search marketing partners, not short-term suppliers.
