From 0 to 300-400 Daily Clicks: SEO Case Study for a Property Industry Startup

Background on the client (property industry startup) is a property industry startup that operates as a mediator between estate agents and individuals seeking to buy, sell, or rent properties. As a startup, the client faced the common challenge of juggling multiple roles and responsibilities while striving to establish a strong online presence. The website primarily served as an app portal for their clients, with minimal work done to optimize its visibility in search engine results.

Initial state of the website and challenges faced

Prior to the engagement with the SEO specialist, had not received much attention or optimization efforts. The website was essentially dormant, with no significant content or technical improvements. This lack of attention to the website stemmed from the client’s limited time and resources, as startup owners often find themselves juggling numerous tasks and responsibilities. As a result, the website suffered from poor visibility in search engine results, with search crawlers only visiting the site approximately once every four weeks.

Objective: Increase website visibility and organic traffic

The main objective of the SEO campaign was to improve’s visibility in search engine results and increase organic traffic to the website. By addressing technical issues, creating a strategic content plan, and implementing effective link-building strategies, the goal was to achieve significant growth in website traffic. The desired outcome was not only to attract more visitors but also to leverage the increased visibility to secure investment, sponsorship opportunities, and establish the brand’s presence in the online property industry.

By focusing on these objectives, the SEO specialist aimed to transform from a dormant website into a thriving platform with substantial daily clicks, a robust link profile, and improved search engine rankings.

Fixing Technical Issues

Enhancing site accessibility for search engine crawlers

To improve the accessibility of for search engine crawlers, several technical issues were addressed:

  • JavaScript rendering issue: One of the primary obstacles encountered was a JavaScript rendering problem caused by the Salient theme. The site took a long time to load, resulting in search engine crawlers only seeing a spinning wheel of JavaScript and being unable to access the site’s content. This issue was resolved by fixing the Salient theme’s rendering, ensuring that Google could accurately crawl and index the website’s content.
  • Improving site speed: The site’s sluggish loading speed, which was approximately 16 seconds for a full load, posed a significant challenge. Slow-loading websites not only discourage user engagement but also impact search engine rankings. The SEO specialist worked closely with the developer to optimize the website’s performance, reducing the load time to approximately 3.5 seconds. This improvement allowed for faster access to content and a better user experience, contributing to enhanced search engine visibility.
  • Canonicalization and redirects: Canonicalization refers to the process of establishing a preferred version of a webpage to avoid duplicate content issues. In’s case, there were multiple versions of the website accessible through HTTP, HTTPS, www, and non-www URLs. This resulted in search engines treating these variations as separate entities, potentially diluting the site’s search visibility. The SEO specialist implemented canonical tags and proper redirects to consolidate all versions of the website under a single preferred URL structure. This helped search engines understand the authoritative version of the website and avoid duplicate content indexing.

Addressing technical SEO issues to improve site navigation

  • Unused scripts cleanup: The SEO specialist identified and removed close to 100 unused scripts that were present on the website. These unused scripts not only added unnecessary weight to the site but also potentially affected its performance and crawlability. By removing these unused scripts, the specialist improved the site’s efficiency and reduced any potential technical issues.
  • Consolidating HTTP, HTTPS, www, and non-www versions: As mentioned earlier, the website had multiple versions accessible through different URL structures. To ensure consistency and avoid any confusion, the SEO specialist consolidated all versions of the website under a single preferred structure. This involved redirecting traffic from non-preferred versions to the preferred version using appropriate 301 redirects. By consolidating the URL variations, presented a unified and consistent website to search engines, leading to improved crawlability and better search engine rankings.
  • Managing blog subdomains: The SEO specialist recognized that the blog subdomains of were indexed by search engines. To streamline the website’s structure and avoid potential indexing and content duplication issues, the specialist managed the blog subdomains appropriately. This may have involved consolidating the blog content within the main website or implementing proper canonical tags to indicate the preferred version of the content. By managing the blog subdomains, improved its overall site organization and provided a clearer navigation path for search engine crawlers.

By addressing these technical issues, significantly improved its accessibility to search engine crawlers, allowing for better indexing and visibility in search engine results. The optimized site speed and proper canonicalization also contributed to a better user experience and enhanced search engine rankings.

Planning the Content Strategy

Identifying target keywords and content gaps

  • Researching moving house-related queries: To create a successful content strategy, the SEO specialist conducted in-depth research on moving house-related queries. This involved exploring search trends, analyzing keyword volume, and identifying relevant topics and keywords that the target audience frequently searched for. By understanding the search intent behind these queries, the specialist could tailor the content to address the specific needs and interests of the audience.
  • Leveraging moving house forums, YouTube comments, Quora, Reddit, etc.: To gain unique insights and gather valuable information, the specialist tapped into various platforms such as moving house forums, YouTube comments, Quora, Reddit, and Facebook groups. These platforms provided a wealth of firsthand experiences, common questions, and discussions related to moving house. By leveraging this user-generated content, the specialist was able to identify common patterns, emerging trends, and content gaps that existing competitors may have overlooked.

Content topics and categories

  • Property types, paperwork, legalities, locations, costs, moving house help: Based on the research conducted, the content strategy focused on several key topics and categories related to moving house. This included creating content around different property types (e.g., apartments, houses, condos), addressing paperwork and legalities involved in the process, providing information about various locations (based on popular agents), discussing costs associated with moving, and offering practical tips and guidance for moving house. Each category aimed to target specific keywords and fulfill the informational needs of the audience during the moving process.

Content calendar and production process

  • Monthly article targets and publishing cadence: To ensure a consistent flow of content and maintain a steady publishing schedule, the SEO specialist developed a content calendar. This calendar outlined the monthly article targets, specifying the number of articles to be produced each month. For example, the plan involved creating 30 articles in the first and second months, followed by 20 articles in the third month, and 10 articles each in the fourth and fifth months. This systematic approach allowed for a strategic rollout of content over time.
  • Allocation of resources and budget: To execute the content strategy, the SEO specialist worked with two writers who were responsible for creating the articles. The resources were allocated in a way that allowed one writer to produce one article every two days on average. However, the writers exceeded expectations, resulting in a publishing cadence of approximately one article per day each. The budget for content creation, along with other expenses related to the campaign, ranged from £2,000 to £5,000 per month. This budget encompassed the specialist’s fee and ensured the smooth execution of the planned strategy.

By meticulously planning the content strategy, aimed to target relevant keywords, fill content gaps, and provide valuable information to its audience. The allocation of resources and budget, along with the systematic content calendar, ensured a consistent flow of high-quality content that addressed the needs and queries of individuals during the moving house process.

Content Budget

Overview of the allocated budget

The content budget for the SEO campaign aimed at improving’s visibility and organic traffic was allocated with careful consideration of the client’s limited resources. The budget ranged from £2,000 to £5,000 per month, which covered various aspects of the campaign’s execution and expenses. This budget was designed to maximize the impact while working within the constraints of a startup business.

Division of budget for content creation and other expenses

The allocated budget was divided to ensure proper allocation of resources and cover essential expenses related to content creation and other aspects of the SEO campaign. The division of the budget may look as follows:

Content Creation:

The largest portion of the budget was dedicated to content creation. This included compensating the two writers involved in the campaign for their time and efforts in producing high-quality articles. The specific allocation within the budget depended on factors such as the number of articles planned for each month, the complexity of the topics, and the required research. The budget allowed for a steady flow of well-researched and optimized content that aligned with the content strategy.

SEO Specialist Fee:

A portion of the budget was allocated to cover the fee of the SEO specialist overseeing the campaign. The specialist played a crucial role in planning and executing the SEO strategy, conducting keyword research, analyzing data, implementing technical optimizations, managing link building efforts, and monitoring the campaign’s progress. Their expertise and guidance were instrumental in achieving the desired outcomes for

Other Expenses:

The remaining portion of the budget was reserved for other necessary expenses related to the SEO campaign. These expenses might include tools and software subscriptions for keyword research, competitive analysis, link building outreach, website analytics, and monitoring performance. Additionally, it might cover expenses for website maintenance, hosting, and other technical requirements to ensure the smooth operation and optimization of

By carefully dividing the budget between content creation, SEO specialist fees, and other necessary expenses, the campaign could leverage the available resources effectively. This approach allowed for a comprehensive execution of the content strategy, while also ensuring the campaign’s overall success within the constraints of the limited budget.

Link Building Approach

Focusing on quality and relevance

The SEO specialist adopted a link building approach that prioritized quality and relevance over quantity. Rather than relying on generic guest post providers or questionable link providers, the focus was on building high-relevancy links with traffic. This approach ensured that the acquired links would have a positive impact on’s search engine rankings and overall visibility.

Outreach strategies employed

To build high-quality and relevant links, the SEO specialist personally conducted outreach efforts. The specialist engaged in various outreach strategies to secure links from authoritative websites in the property industry. The strategies employed included:

  • PR, guest posts, and roundups: The specialist reached out to relevant websites and industry publications to offer expert commentary, contribute guest posts, and participate in company roundups focused on property technology (prop-tech). This approach allowed to gain exposure within its target audience while acquiring valuable backlinks from reputable sources.

Achieving almost 100 referring domains

Through the manual outreach efforts, the SEO specialist was able to achieve just under 100 referring domains for These referring domains included websites with high domain authority and relevance to the property industry. By securing backlinks from authoritative sources, benefited from increased trust and credibility in the eyes of search engines.

  • Examples of high-relevancy links obtained

The acquired links demonstrated a strong focus on relevancy and industry expertise. Some examples of high-relevancy links obtained for include:

  • A renowned news website covering various topics, including property and real estate.
  • A leading publication catering to estate agents and the property industry.
  • A trusted source of news and insights for the estate agency profession.
  • A platform dedicated to property investment news and updates.
  • A valuable resource for landlords and property investors.
  • A popular online community and resource hub for property enthusiasts.
  • A platform for property reviews, offering insights and feedback from residents.
  • An authoritative website providing property-related information and advice.
  • A valuable resource offering guides and tips for property buyers and sellers.

These examples demonstrate the focus on acquiring links from reputable websites within the property industry. By securing high-relevancy links, strengthened its online presence, improved search engine rankings, and established itself as a trusted resource in the property sector.

The link building approach employed by the SEO specialist ensured that acquired backlinks from authoritative sources that were not only relevant but also had significant traffic. This approach contributed to the overall success of the SEO campaign, enhancing the website’s visibility and credibility within the property industry.

Where the Magic Started to Happen

Assessing performance improvement challenges

Despite implementing various SEO strategies, initially experienced limited performance improvements. This prompted the SEO specialist to thoroughly analyze the work done and identify potential factors hindering progress. It was a critical moment where doubts about the effectiveness of the campaign arose.

Potential issues identified and addressed

  • Lack of homepage links to blog content: One potential issue discovered was the lack of internal links from the homepage to the blog content. Internal linking is crucial for guiding search engine crawlers to relevant pages and distributing authority throughout the website. By addressing this issue and creating appropriate links from the homepage to the blog section, could better showcase its valuable content and enhance the crawlability and indexing of blog articles.
  • Potential over-optimization in internal linking and headers: Another potential issue was over-optimization in internal linking and headers. Keyword-heavy headers and excessive internal linking could be perceived as unnatural by search engines. To maintain a natural and user-friendly experience, the SEO specialist reviewed the content and made necessary adjustments to ensure a balanced approach to keyword usage and internal linking.
  • Streamlining content to align with competing pages: During the analysis, the specialist realized that some pages might have been too keyword-dense compared to competing pages in the search engine results. To compete effectively, the specialist decided to de-optimize certain pages by stripping back the content and aligning it with the existing competing pages. This strategy aimed to strike a balance between keyword relevance and user-focused content, taking into consideration the longevity and authority of competing pages.

De-optimization strategy and its impact

The de-optimization strategy involved revisiting approximately 30 pages that seemed to be outliers in the search engine results. These pages were analyzed based on factors such as their longevity, existing keyword density, traffic, engagement, and backlink profile. By de-optimizing these pages, the specialist aimed to provide a more natural and user-focused experience while taking into account the factors that may have given competing pages a buffer in search rankings.

Triggering growth through featured snippets

Following the implementation of the de-optimization strategy, experienced a breakthrough moment when it secured the featured snippet position for the query “how to cancel your council tax.” This achievement brought in a significant amount of organic traffic, acting as a catalyst for further growth. As Google recognized the website’s authority and relevance, more content began to rank, leading to increased visibility and organic traffic across multiple search queries.

The compounding effect of ongoing content creation, technical optimizations, and high-quality link building, combined with the trigger of securing a featured snippet, propelled’s growth and solidified its position as a valuable resource in the property industry. This phase demonstrated the importance of continuous effort, analysis, and adaptability in achieving long-term success in SEO.

The Impact and Final Results

Significance of compounding efforts in SEO

The success of the SEO campaign for exemplifies the importance of compounding efforts in SEO. By consistently producing high-quality content, implementing technical optimizations, and acquiring relevant backlinks, the website experienced a compounding effect over time. The continuous investment of time, resources, and strategic planning gradually built the website’s authority, visibility, and organic traffic, leading to significant results in the long run.

Rapid growth and increased visibility

As a result of the concerted SEO efforts, witnessed rapid growth and increased visibility in search engine results. By addressing technical issues, implementing a targeted content strategy, and securing high-relevancy backlinks, the website gained traction and improved its position in search rankings. This increase in visibility ensured that was more likely to be discovered by users seeking property-related information and services.

Monthly visits achieved (7,000 – 8,000)

The efforts put into optimizing yielded tangible results, with the website achieving a significant increase in monthly visits. From its initial state of minimal traffic, the website now attracts an average of 7,000 to 8,000 visits per month. This surge in traffic is a testament to the effectiveness of the SEO campaign and the impact it has had on’s online presence.

Implications for the startup business

For a startup business like, the increase in monthly visits is of great significance. The improved visibility and organic traffic provide the startup with numerous advantages. It can help attract potential investors by showcasing the website’s growing user base and demonstrating its value as a trusted resource in the property industry. Additionally, the increased traffic opens doors for sponsorship opportunities and partnerships with relevant industry players, further solidifying the startup’s position in the market.

Leveraging SEO for investment, sponsorships, and online presence

The SEO campaign’s success allows to leverage its enhanced online presence for various opportunities. The increased visibility and organic traffic serve as powerful assets when seeking investment for the startup business. Investors are more likely to be impressed by the website’s growing user base and the potential it holds for further expansion.

Furthermore, the improved search engine rankings and authority can attract sponsorships from industry-related businesses. Sponsoring companies recognize the value of aligning themselves with a reputable and visible platform like, providing opportunities for mutually beneficial collaborations.

Overall, the SEO campaign’s impact goes beyond increased traffic. It has empowered with the leverage and recognition necessary to excel in the competitive property industry. The strategic and consistent implementation of SEO techniques, despite limited resources, showcases the potential for startup businesses to achieve remarkable results through diligent execution and optimization efforts.


 Emphasizing the importance of execution and results in SEO

The case study of’s SEO campaign highlights the significance of execution and achieving tangible results in the field of search engine optimization. The success of the campaign was not merely based on theoretical observations or strategies but on the ability to execute effectively and produce measurable outcomes. The emphasis on technical optimizations, targeted content creation, and high-quality link building demonstrates the importance of taking action and delivering results in the competitive landscape of SEO.

Success achieved despite constraints and limitations

The achievement of significant growth and increased visibility for is particularly noteworthy considering the constraints and limitations faced by the startup business. With a limited budget and resources, the SEO specialist, along with the client, managed to overcome these challenges through strategic planning, efficient allocation of resources, and a focused approach. The success achieved despite the constraints further underscores the impact of well-executed SEO strategies.

Acknowledgment of the collaborative effort and pride in the outcome

The case study acknowledges the collaborative effort and the pride associated with the outcome. The campaign was executed by the SEO specialist, along with two writers, who worked together to produce high-quality content. The dedication, expertise, and perseverance demonstrated by the team played a crucial role in transforming from a dormant website to a thriving platform with significant traffic and enhanced online presence. The achievements realized in terms of increased visits, improved rankings, and industry recognition serve as a testament to the collective effort and the sense of accomplishment in building something remarkable.

In conclusion, the case study of’s SEO campaign highlights the importance of execution, overcoming constraints, and achieving measurable results in the field of search engine optimization. Despite limited resources, the campaign successfully enhanced the website’s visibility, attracted organic traffic, and positioned the startup business as a trusted resource in the property industry. The collaborative effort, along with a well-planned strategy, showcases the potential for startups to achieve remarkable outcomes in the competitive landscape of SEO.