Housing.com

SEO case study on generating traffic & sales through organic search, leading the brand to become a category leader

Industry: Real Estate
About Brand: A Mumbai-based Real Estate search portal which allows customers to search for housing based on geography, number of rooms, and various other filters.

    Services Offered:
  • Content Marketing
  • Local SEO
  • Search Engine Optimization (SEO)
  • Traffic Generation
PROJECT ROADMAP:

Brand Overview:

Housing.com is the fastest growing company in the online real estate space. 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. Born out of the need to simplify the search for a home, free of fake listings and endless site visits, they created a unique property search platform that filled the gaps left by others in the market. Led by passionate problem-solvers, and backed by top investors from around the world, they are poised to become the most trusted place to find a home in India.

The Challenge:

  1. Low Brand Awareness in India
  2. Less Organic Search Leads
  3. Improvement in Keyword Ranking
  4. Less Website Traffic

The Objective:

To generate traffic and sales from organic searches on search engines

The Solution:

We made a list of over 500+ keywords across all the categories- Home for sale and buy, flat on rent and buy, property for sell and buy, Paying guest keywords and home loan.
Then we identified the main keywords and divided keywords by ranking them into three buckets, keywords in top 10, keywords in top 20 and keywords in top 30.

  1. 1st Bucket -Keywords in top 10- Ranked to achieve 1-5.
  2. 2nd Bucket -keywords in top 20- Ranked to achieve 11-15.
  3. 3rd Bucket -Keywords in top 30-Ranked to achieve- 20-25.
1st Bucket keywords outcome- 350 Keywords achieved 1-3 positions out of 500 Keywords in 2 months.

47 keywords in 1-4 positions out of 500
  

We analysed the keywords by all aspects- Search volume, Current position, current monthly traffic, keyword difficulty, and made a strategy to achieve the target.

SEO Strategies Housing Utilized to Quadruple Results

 

WEBSITE OPTIMISATION
After the complete technical SEO audit of the brand’s current website, we analysed some technical glitches which needed to be fixed at the foremost stage.
Following were some of the steps we executed to optimise the website for basic stage of SEO:

  1. Updated website for Local SEO
  2. Updated NAP (name, address and phone number) citation details on every page, as all pages were locally targeted
  3. Used local business, organisation, service schema
  4. Optimized local keywords in Meta Title, Description, URL, Heading, Content, Image Alt Tag etc.
  5. Updated website as per the latest Google Algorithm update
  6. Fixed basic on-page SEO elements like Meta Tags, Robots, Heading Tags, XML Sitemap, etc
  7. Image Optimisation was executed
  8. Suggested different ways to improve website speed (on both desktop & mobile) to the client
  9. Resolved Indexing and Crawling issues
  10. Fixed broken links and 301 redirection
  11. Removed spamming backlinks
  12. Internal linking for better ranking and redirecting traffic to the highest converting pages

internal linking importance

COMPETITOR ANALYSIS
User experience is critical for rankings because it feeds into and influences so many other signals. It’s important to remember that Google’s main job as a search engine is to pair users with websites that provide answers.
To create an industry benchmark, we explored every possible user experience element and deeply analyzed our competitors for each and every possible element.

CONTENT MARKETING
We optimized the existing content for the new/targeted keywords, provided suggestions for the trending blog post topics, that helped in brand awareness as well as boost keyword popularity by internal linking in the blogs.
We analyzed the content as per the user intent. We provided all the required details and made it easy for the users to connect with the details about the property owner. We also provided every possible relevant value to the user and included keywords in content.

LINK BUILDING
Backlinks are essential aspects of the Search Engine Optimisation process. They help build a page’s authorities and site's domain, and help drive referral traffic. Backlinks are also called "inbound links" or "incoming links."
To start with the link building process, we started to build the overall domain authority using links from relevant websites in the real estate & home loan niche.
Starting from the top 10 ranking keywords, which we needed to bring in top 3 results, we achieved that by solid SEO content activity through:

  1. Guest post
  2. influencers outreach
  3. High Domain Authority (90+)
  4. News Submission
  5. Quora post
  6. Backlinks from websites used by competitors

internal linking importance

We followed the below mentioned activities to bring the keywords in the top 10 ranking:

  1. Content Curation and Syndication
  2. Guest Blog
  3. Web 2.0
  4. Quora posting
  5. Article Posting
  6. Infographic submission
  7. Backlinks from websites used by competitors

internal linking importance

For other keywords under 100 position, we executed the following activities-

  1. Content Curation and Syndication
  2. Blog Submission & Promotion
  3. Business and Directory Listings
  4. Micro-blogging
  5. Press release
  6. Guest Blog

This was done with manual outreach to secure guest post placements where we could control the content and the anchor text. The anchor text strategy leaned conservatively towards branded links, with a few mixed anchors and a few keyword anchors.
This was done to:

  1. Establish authority
  2. Offset potential risk in a rapid link building strategy

We also ensured there are no spammy links that come along with good links which can affect the overall SEO health of the brand.

The Results

In terms of backlinks, we achieved 32.6 Million backlinks and 10.8K Referring Domains:

HOW WE BROUGHT 75% KEYWORDS ON THE 1st PAGE?

We used 4 simple methods to grow the site that you’ve probably heard about before–

  1. Website optimisation
  2. Competitor analysis
  3. Link Building
  4. Content Marketing

MILESTONES ACHIEVED

Growth in
Organic Traffic

%

Backlinks
Increased by

+ M

Keywords Ranked
in top 3

+

Keywords in
top 10

%

HOW DID WE DO THIS?

By keeping things simple!

First we scraped a huge list of relevant websites with SEO value, traffic & authority. We published high quality content targeting the audience to secure a backlink wherever possible.

We didn’t do anything beyond that. This is the exact link building strategy we used to meet the clients budget.

housing projection for 3 months

That’s all we did, and the result is in front of you.

Let’s wrap it up!

With these SEO tricks you can triple the organic search traffic in just 3 months.

  1. Build a healthy website structure
  2. Content as per user intent
  3. Link building strategy
Nothing is impossible. You just need to follow these simple 3 step SEO strategies. If that sounds like too much hard work, you could always check out these SEO packages or hire our team.

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