The client’s goals were to improve search rankings for relevant property-related terms, create a robust website structure that could support franchise-level performance, and establish precise tracking to measure the success of both local and national efforts.
With a decentralised operational model, the estate agent franchise faced unique challenges. Each franchise needed visibility in its local market while aligning with the brand’s overarching digital strategy.
Our strategy balanced national consistency with local relevance. By addressing technical and content-related shortcomings, we aimed to boost keyword performance and empower franchise branches to compete effectively in their markets.
Detailed strategy:
- Search page enhancements: Optimised property search pages with improved keyword targeting and internal linking to support franchise-specific searches.
- Keyword research and optimisation: Identified high-value, localised keywords to drive targeted traffic to individual franchise pages.
- Localisation: Expanded geographically focused content for individual franchises, ensuring their relevance to prospective clients in their areas.
- Technical SEO:
- Improved the overall site hierarchy to support franchise-level navigation and search engine indexing.
- Addressed technical issues impacting the experience of both local users and search engine crawlers.
- Analytics and conversion tracking: Implemented advanced tools to track user behaviour and conversions, segmented by franchise location.
