The Process

We started by creating landing pages for each of the locations that our client wanted to target. These pages would be where our topic clusters would link from with a precise internal linking structure, and was optimised for leads with a contact form near the top of the page.

The topic clusters that we created for each area were based around information that people who were moving house may want to know. Some of this was directly related to estate agents, such as what types of property are available or for sale within an area, and others were not, such as lists of the best places to eat within an area.

While at first some of this information may not seem like it would be relevant information to receive from an estate agent website, it contributed to showing Google that our client was an expert in the areas that they wanted to target.

The Results

Demonstrating our client’s local expertise worked, as from July 2021 to January 2022 our client saw a 416%+ increase in non-brand traffic. The client is in a good position to duplicate this practice across landing pages for other locations, as well as continue adding content to the existing topic clusters.