Client Name: Marshall White

Industry: Realestate 

Website: https://www.marshallwhite.com.au/

Project Duration: 12 Months 

Services Provided: (e.g. Technical SEO, Content, Link Building, Local SEO & AI SEO)

Summary:

Marshall White felt as if the strategy from the agency wasn’t helping them grow, the reports in Google Analytics showed an 18% drop year on year. Fast forward 12 months, their traffic from Google Organic Search is up10%, brand impressions are up 68% and Conversions are coming through!

The situation

Marshall White has had a similar journey to most businesses that we help, they had an existing provider who could not explain what they were implementing for SEO, and they did not have an up to date plan for growth.

Traffic was down significantly – year on year – and there was no real solution or feedback.

In a situation like this, it is important to start with the very basics, and analyse everything from tracking to target keywords and results.

We ran an audit and found that the Google Analytics (GA4), Tag Manager and Search Console needed to be fixed, there were thousands of technical website errors and the website had been added to a spam backlink network. As a result, the data we were working off was largely unreliable, but we could see that the traffic from Organic Search was down over 18% Year on Year.

Gameplan:

  • 1

    First 2-3 months fixing the Analytics and Technical issues with the website.

  • 2

    Next 3-9 months enhancing the Google Business Listings for local search, optimising on page copy, page tiles, meta descriptions for Organic Google Search and AI Search, and spent time improving the backlink profile, removing spam and adding new, strong backlinks to increase website authority. 

  • 3

    The last 3 months, we focussed on optimising on page copy, and technical SEO for AI Search results, and continued improving the backlink profile.

Results :

Performance Highlights

  • Organic traffic: +10% Year on Year

  • Website Impressions: +68% Year on Year

  • Google Business Views: +95% Year on Year
  • AI Visibility has moved from 28 mentions per month to 360-375 per month

Key Insights

The reason this worked so well is twofold:

Real estate websites have a lot of change, listings go up and come down, staff come and go constantly.  This creates change and change on a website creates errors.  By fixing errors and putting in better processes, we have greatly improved organic search results.

Customer behaviour has changed significantly, more people are using logical search and AI search results to choose who they do business with, rather than traditional Google Search.  So, focusing on these results has helped generate huge amounts of brand and website impressions. 

Data is key – the ability to track and measure results means that we are able to make data driven decisions and create data driven growth targets.