Background
Outlet Property was an estate agent and property company based in Soho in Central London, a small business competing with large London and UK-wide chains with high marketing budgets. Their service and pricing were every bit as good as larger agencies; the challenge was for people to find them. For this, it was essential that they were near the top of Google for relevant and popular search terms. Just as important, the copy had to be interesting and persuasive enough for would-be customers to read and then to get in touch.
They had been writing copy themselves, as well as paying considerable sums to an SEO company for many months, but had not been getting good results. That’s when they got in touch with me.
Solution
I started by doing proper keyword research, along with broader market research, taking the time to get to know my client’s business. The site was absolutely massive, but by concentrating on key pages, I was able to show the difference made by proper research, followed by good copywriting.
Gradually it became obvious that those pages I had worked on were starting to out-perform others with poor quality content, and with random bolds and capitals added in the belief that would help SEO.
Despite working for a year with the SEO company, and spending a lot of money with them, the difference they had made to traffic had been negligible. So about six months after I started working for Outlet, the client took the decision to part ways with the SEO firm and concentrate budgets with me.
I also continued to advise on SEO generally – simple, free or very low cost steps which Outlet can do themselves to help rankings. At the same time I provided regular, clear and actionable reports, which I researched and wrote myself, rather than simply forwarding meaningless computer-generated figures.
As well as general property services, I also recommended pushing other areas, such as penthouses and lofts, where they had an opportunity to make a real name for themselves.
Results
In the first year I worked with them, overall traffic more than doubled, and enquiries were up substantially too.
Their website continued to rise in the rankings for many relevant and popular search terms. I continued to write web content and blog posts, and to advise on SEO generally, including simple, free or very low cost steps which Outlet could take themselves to help their business.
The company continued to prosper and I wrote for Outlet for many years, until the owner decided to sell up and move abroad.
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