HOUSING.COM

Content Optimization for the Leading Property Search Platform | Real Estate

About Housing.Com:


Founded in 2012 and acquired by REA India in 2017, Housing.com is India’s most innovative real estate advertising platform for homeowners, landlords, developers, and real estate brokers. The company offers listings for new homes, resale homes, rentals, plots and co-living spaces in India. It allows customers to search for housing based on geography, number of rooms, and multiple other filters.

Campaign Objective:

  • Search Engine Optimization
  • Increase Website Traffic
  • Keyword Ranking
  • Brand Awareness
  • Lead Generation
  • Top-Of-The-Mind Recall

Problem Statements:

  • Low Organic Traffic
  • Low Keyword Ranking
  • Technical Website Glitches
  • Indexing and Crawling
  • Broken Links & Redirection
  • Image SEO
  • Low Brand Awareness

Services Provided:

  • Content Marketing
  • Lead Generation
  • SEO Integration
  • Traffic Generation
  • Guest Blogging
  • Website Optimization
  • Brand Awareness
Campaign Strategy:

Housing was on its way to revolutionize the search for a home, free of fake listings and endless site visits, and created a unique property search platform.

To help amplify the same, we created a content strategy that exponentially enhanced its visibility, backlinks, improved keyword ranking and increase in organic traffic, leads, and customers.

Here’s how the FUNNEL went:

  • We pushed keywords after segregating them in desired buckets
  • Drafted blogs on a mass level with effective Keyword Strategy
  • Utilized Guest Posts, Quora Posts, Digital PR, etc. to direct readers to Housing.Com
  • Effective Link Building to help drive referral traffic
  • Optimised Website for possible technical glitches
Campaign Execution:

1. Keyword Strategy

We combined a list of keywords across all the categories- Home for sale and buy, Flats on rent and buy, property for sell and buy, Paying guest keywords etc.

Then we identified the main keywords and divided the same by ranking them into three buckets, keywords in top 10, keywords in top 20 and keywords in top 30.

  • 1st Bucket - Keywords in top 10
  • 2nd Bucket - Keywords in top 20
  • 3rd Bucket - Keywords in top 30

2. Blogging

Using the set of keywords, effective content through blogging was put up on the websites in an effective and planned manner, which aimed at redirecting engaged readers to further explore Housing.Com.

We optimized the existing content for the new/targeted keywords, provided suggestions for the trending blog post topics, and helped generate brand awareness as well as boost keyword popularity by internal linking in the blogs.

Guest Blogging was carried out with third-party websites to direct traffic at Housing.Com.

We analyzed the content as per the user intent. All the required details were put in one place which made it easy for the users to connect with the details about the property and property owner.

3. Search Engine Optimisation

With effective keyword placements, the ranking began to increase - followed by Search volume, position, monthly traffic, keyword difficulty, and the set target was achieved.

4. Link Building

Backlinks are essential aspects of the Search Engine Optimisation process. They offer authority to a page and site's domain, and help drive referral traffic.

To start with the link building process, we began building the overall domain authority using links from relevant websites in the real estate & home loan niche.

Starting from the top 10 ranking keywords, we achieved effective SEO results by:

  • Guest post
  • Influencers outreach
  • High Domain Authority
  • News Submission
  • Quora post
  • Backlinks used by competitors

5. Website Optimization

Once the website SEO was ready, it was further analyzed for technical glitches needed to be fixed on priority.

It resulted in optimized web pages for Local SEO, local keywords in Meta Title, Description, URL, Heading, Content, Image Alt Tag etc., Resolved Indexing and Crawling issues, Fixed broken links and 301 redirection, and more.

6. Lead Generation

Effective SEO resulted in high organic traffic and connected potential buyers to the listed properties.

Further, it generated demand for the business and began building Top-Of-The-Mind Recall for Housing.Com.

MILESTONES ACHIEVED

  • Reached 18 Million Eyeballs throughout the Campaign
  • Built High-Quality Backlinks
  • Increased Website Traffic by 1800%
  • High Quality Content on Website
  • Fixed broken links and 301 redirection
  • Internal linking for better ranking and redirecting traffic to the highest converting pages
  • Keywords in Top 10, Top 20, and Top 30
Increment in Traffic

%

Increase in Conversion Rate

%

Keywords in
Top 3

+

Increment in Ranking

%

Increment in Backlinks

+ K

Keywords in
Top 10

+

Overall Growth in the Brand Engagement

The Way Forward for Housing.Com:

  • Traffic was substantially increased throughout the campaign, resulting in enhanced visibility.
  • Effective Link Building will keep driving traffic for Housing.Com.
  • Keyword Ranking will be retained as long as the provided strategies are followed.



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