Background

A Colorado-based real estate development company partnered with SmartSearch Marketing to manage their SEO program.

The goal of their website is to engage prospective buyers, have them use a “Home Finder” tool, and contact the company for more information.

Challenge

In 2014 the client started a blog to create more awareness of events and activities and show buyers that their master planned community had more to offer than just beautiful homes.

The blog was popular and did lead to an increase in traffic (from 2014 to 2015), but SmartSearch Marketing saw an opportunity for much greater improvement.

Organic Blog Traffic Increases

Solution

The SmartSearch team developed a comprehensive SEO program that included several best practices along with an evergreen content strategy, described in detail below:

Evergreen Content Strategy

  • The community has many annual events, and every year the company would create a new blog post for each event.
  • SmartSearch recommended an alternative solution: create a single optimized page for each event and update that page URL every year with new dates and new event information (rather than creating a new blog page with a new URL every year).
  • SmartSearch’s optimization of these evergreen event pages included: title tags, meta descriptions, h1 tags, and an internal linking plan.

Results

INCREASED ORGANIC BLOG TRAFFIC

The evergreen content strategy played a key role in increasing organic blog traffic 146% from 2015 to 2016 and 137% from 2016 to 2017.

Increased Organic Blog Traffic

INCREASED CONVERSIONS

The even better news is that the increased traffic driven from our SEO best practices and the evergreen blog strategy led prospective buyers to use the “Home Finder”, interact more deeply with the website, and contact the company.

Increased Organic Conversions

Improve Your SEO-Driven Business Results

Evergreen content is just one way to dramatically improve your organic search results.

Successful SEO programs improve brand visibility, drive qualified traffic, and convert visitors into leads. Those leads are then tracked and measured as they are proactively advanced through the sales pipeline. This type of closed-loop marketing ensures you can (more than) justify your SEO investment based on bottom-line business results.

CONTACT US today to schedule an initial consultation.