Issue
In 2020, as national competition encroached on the local market, REIWA sought the assistance of Bonfire to increase traffic to their website and grow online brand awareness to reassert their position as WA’s industry leader. Ambitious goals were set to help REIWA reclaim critical market share.
Methodology
After conducting a thorough market analysis, Bonfire found that the way users searched for “real estate” had changed, shifting from generic “property for sale” type queries to specific property addresses. In response to this, the team reviewed webpage content identifying new opportunities for on-page and off-page optimisation. Property-specific FAQ schema mark-up was added to REIWA’s webpages combined with advancements to the XML sitemaps “pinging” Google when new listings were added. Dynamic content was implemented on the ‘For Sale’ listings to optimise the website and present a seamless and efficient user experience. Additional property listing pages were created to differentiate REIWA from eastern states competition, ensuring their listings were not seen as ‘duplicates’ of other real estate portals. Custom Google Data Studio reports were designed to provide advanced and dynamic data for analysis and future planning.
Results
Bonfire executed a successful SEO strategy that has been transformative for the business. The results delivered unprecedented digital brand exposure, traffic growth and high-quality online enquiries. REIWA was the first real estate portal nationally to use property-specific FAQ mark-up, and it has had a big impact on the size of their organic listing reach. Bonfire’s work saw new website users increase by 30% YoY along with an overall 20% increase in traffic, resulting in an uplift in website leads and interactions.
