Strata – Increased SEO rankings, traffic and enquiries for a leading UK home builder

1. Summary

Strata Homes are one of the most dynamic UK home builders with property developments throughout the country.

Fierce competition within the property sector poses interesting business challenges for all property firms - and that's reflected in the multi-faceted SEO strategies that are necessary to stand apart.

We've taken Strata from the foundations of an SEO programme through to a sophisticated, growth-focused search engine optimisation and PR strategy designed to increase search visibility and boost online enquiries.

2. Brief

Strata Homes selected Blueclaw to develop an SEO strategy that would achieve several key goals:

• Win and maintain search engine rankings in key locations for target keywords
Increase quality traffic to the site
• Drive enquiries and booked appointments to their developments across Yorkshire and the Midlands.

A robust strategy has to be in place for organic and specifically local SEO given the multi-location nature of the industry.

Buying a property is the biggest investment most people will ever make. Answering the essential questions potential buyers have and being found for the search terms that show intent to make a purchase is key.

3. Strategy

Our approach for Strata had to lead to an increase in enquiries and conversions - the ultimate property SEO metric for an ambitious home builder.

Using best practice SEO and the in-depth knowledge of our experienced team of technical specialists and property marketers we developed a scalable plan that would see an increase in quality traffic to the site from potential customers.

The first step was to develop a complete understanding of the Strata status quo, with an initial discovery and auditing phase that revealed a number of off-site and on-site opportunities for improvement.

Working with Strata homes’ in-house technical team we worked to resolve on-site technical issues, creating the launching pad for growth-oriented off-site SEO and content marketing work.

We worked collaboratively with Strata’s team to develop new and engaging content to capitalise on the many and varied topics related to property and the home.

This content was promoted by Blueclaw’s PR team throughout the mainstream and industry media with the goal of increasing brand visibility, customer engagement and earning inbound links that would support the ranking strategy.

To diversify and deepen Strata’s SEO success, we have recently developed an ongoing local SEO strategy to seize upon the importance of localised search traffic in the 16 areas where Strata Home have priority housing developments in order to drive competitive advantage in these target regions.

4. Results

Organic SEO results for Strata Homes have been tremendous with the key target areas seeing increases across the board, such as:

• Website visitor sessions up over 100% from organic traffic year on year.
• Views and New Users up year on year.
• Almost tripling in number of top 10 Key Phrases with 12 months.
• Organic Conversions (enquiries for a property development) up year on year.