Technical SEO Case Study Scaling an Enterprise Real Estate Website
It’s evident that high-quality content is essential for any website, but resolving technical problems can significantly influence its organic performance over time.
Managing a massive website with over 200,000 pages poses unique challenges for any enterprise in the real estate sector. Visibility in search engines is vital for driving traffic and generating leads.
Minor tweaks to a website’s technical SEO can significantly improve organic traffic, visibility, and revenue. We faced some challenges initially but overcame them and learned a lot.
In this case study, we will discuss how a technical SEO audit conducted after migration enabled an enterprise real estate brand to boost its organic revenue in just one month. We will also highlight the typical mistakes we encountered and the strategies we implemented to achieve these results.
This case study is designed for owners, digital marketing managers, and SEO experts, particularly those interested in technical SEO. This stunning SEO case study reveals hidden opportunities for enterprise sites.
Major Technical SEO Problems We Identified
Managing a large website “enterprise SEO” can often come with Several challenges to overcome. To tackle these challenges, people usually seek assistance from technical SEO experts. In our collaboration with a real estate company, we conducted an extensive technical audit, analyzing more than +60 aspects related to SEO. This piece will focus on some key problems that posed significant hurdles.
Too Many Pages Need to be Organized
As SEO experts, we typically find managing web pages straightforward. Still, the complexity increases significantly with more significant sites, such as those exceeding 200K pages. Addressing this challenge is crucial, as reliance on standard SEO strategies may obscure key pages. At the same time, disorganized content hampers user accessibility, diminishing engagement and conversion rates.
Effectively organizing a website and its sitemap into clear categories allows for implementing a hierarchical structure known as a silo. This organization facilitates advanced SEO tactics, such as strategic internal linking and enhancing semantic relevance, which are highly valued by search engines.
Despite the considerable challenges in restructuring such a vast website, our team achieved success through meticulous planning and adherence to a strict timeline. By distributing tasks efficiently and maintaining a focus on daily goals, we completed the audit within a month.
Tons of Broken Links
When migrating websites to new platforms, a common step is allowing developers and users to upload products or properties. This can improve user experience by connecting these items throughout different site pages. However, companies may choose to remove these items later due to needing more inventory or making strategic changes. This can result in a chaotic aftermath.
Eliminating these elements may lead the website to generate 404 errors, undermining its credibility with users. A company must address broken links to maintain its online reputation. Therefore, it is crucial for businesses to regularly check and update their links to maintain an effortless user experience. This should be approached as a proactive strategy.
Broken links on a website can hurt user experience and lower conversions. Also, search engines like Google rank pages with broken links lower in their results.
No-Index Pages on the website
After receiving the website, we conducted a comprehensive audit and found a significant problem. It was revealed that search engines were not indexing several pages. Instead of users having direct access to these pages, they were consistently redirected to the homepage through a 301 redirect.
This poses multiple challenges. Initially, it hinders our SEO endeavors as it hampers the proper indexing and ranking of valuable content. Furthermore, it redirects users seeking specific information to the homepage, potentially causing frustration and higher bounce rates.
We urgently require the developer’s help recovering these pages to address this matter. Each page must contain a self-referencing canonical tag to guarantee that search engines correctly identify their source.
Implementing proper hreflang tags will help us cater to international audiences more effectively. Ensuring that each page has its presence in the search index can improve visibility and offer a better user experience overall.
Identified a Lot of Thin Content & Duplicate Content
Thin content can hurt SEO. If a page doesn’t have enough information, search engines may not see its value. We found many pages with thin content on the client’s site, so we suggested they update them to make them more valuable for readers. We also recommended adding extra information, images, videos, and other engaging elements to improve the content experience.
Also, Duplicate content confuses Google and its users, lowering search rankings and frustrating visitors. Multiple identical pages hinder search engines’ ability to prioritize, leading to lower authority and engagement. Frustrated users may leave for better resources, diminishing trust on the website. Webmasters should focus on creating unique, valuable content and use canonical tags to indicate preferred versions. Prioritizing original material enhances user experience and improves search engine visibility.
Missing Heading Tag (H1, H2)
Heading tags play a crucial role in webpage optimization, allowing search engines to grasp the subject matter of the content. Our evaluation of the client’s site revealed many pages needing to include these essential tags.
To tackle this issue, we implemented heading tags on all relevant pages. This solved the technical difficulty and improved our website’s search engine optimization.
Missing Meta Title and Descriptions
Our enterprise website has a significant issue with missing meta titles and descriptions across approximately 200,000 pages. These elements are crucial for search engine optimization (SEO), as they help improve visibility and click-through rates in search results.
To address this challenge, we have developed a comprehensive template that can be utilized to create standardized meta titles and descriptions. This approach will ensure consistency across the website while incorporating relevant keywords tailored to our industry.
In summary, addressing the absence of meta titles and descriptions is vital to optimizing our online presence. This initiative aims to elevate our search rankings and enhance our brand’s overall visibility on the web.
Missing Schemas
We have identified a significant gap in our schema related to enterprise real estate. We implement specific schemas tailored for real estate agents, properties, about us, contacts, and homepages to enhance our system’s efficiency and clarity.
The new schema for real estate agents will include essential attributes such as names, contact information, licenses, and areas of expertise. This structured data will facilitate better searchability and help clients connect with suitable professionals.
We will define key elements for real estate properties like location, price range, property type, features, and availability status. By standardizing this information, potential buyers can easily find relevant listings that meet their criteria.
Overall, these enhancements will streamline operations at our enterprise level while improving user experience across our platforms.
The Tactics
We started this enterprise real estate SEO project with a web analysis of the web analytics, tracking, and reporting systems. The objective was to ascertain that all user actions were being tracked, such as scheduling a property viewing, filling an inquiry form, using WhatsApp, and clicking contact. This helped us set reasonable parameters for assessing the effectiveness of our optimization strategies.
We ran the technical SEO audit in full detail. We gave the development team a detailed but prioritized list of SEO initiatives, all salient ones with their solutions for improving the site performance and the search visibility of the site.
After the audit, we performed a general keyword search across the major property types, specific locations, and commercial property. In such a manner, we created the optimized page titles, meta descriptions, image alt text, and on-page layout writing, specialized on each category and location page.
Due to the nature of the site, which had thousands of these property listings, we developed templates that were automatically customized with the relevant words and arranged essential variables such as type of property, location, features, and price in a neat, attractive, and search engine-friendly manner.
Google Search Console Insights and Content Strategy
Once we completed our primary on-page optimization, we moved on to a broader content strategy to improve organic visibility and off-page optimization in the long term.
Taking advantage of the capabilities availed by the Google Search Console, we examined the search queries that resulted in impressions and those that resulted in clicks. This data often exposes unutilized potentials for large enterprise real estate platforms where pages are already ranking for specific keywords but not at the top positions.
We filtered the queries based on the number of impressions and Average Position metrics. We uncovered keywords that had good potential but needed more reach, such as those appearing amongst the first two pages. These keywords allowed us to focus on the keywords that are more likely to drive good traffic and lead to the platform.
We then explored and mapped out the search landscape to find the gaps and the opportunities to give a more informative write-up than the competitors. The write-ups included information such as highly optimized content, which included neighborhood guides, property investment insights, market trend analyses, and commercial real estate resources, as well as a home selling or buying guide.
Consequently, a wide variety of well-structured articles and money category pages materialized that were useful in fetching organic traffic, responding to user queries, and being noteworthy linkable assets. Developing such a content marketing funnel, which was geared toward the users’ needs and fulfilled SEO requirements, has, in turn, enhanced the site’s overall authority and helped secure better ranks for significant categories of properties, location pages, and listings.
Our Solution
Maintaining a high level of professionalism is vital in delivering exceptional service. Our technical SEO services go beyond just task execution; we maximize our clients’ benefits by addressing critical website issues.
In this case, the client’s website faced over 60 technical SEO issues, requiring continuous updates, collaboration with their development team to implement solutions effectively, and prompt support whenever needed. Below are the tailored solutions we provided to resolve these concerns and improve website performance:
Technical Documentation and Task Prioritization Shared with Client and Developers
We identified several key areas that required attention to optimize our client’s website. First, we addressed the indexing issue where search engines did not index certain pages, resolving it through a custom API solution.
Additionally, we set up Google Search Console using the domain. We ensured that all variations were redirected to the main version through 301 redirects. Canonical tags and hreflang attributes were also implemented to enhance search visibility.
We created a comprehensive sitemap to organize content better, categorizing it clearly for users and search engine bots. A robots.txt file was also established, including references to the generated sitemaps.
Our next step involved identifying and fixing broken links throughout the site and resolving any 404, 301, 302, or 307 responses with appropriate solutions. Finally, we ensured all images included alt text with relevant attributes to improve accessibility and SEO performance.
Streamlining Information Architecture: Improving Site Structure for Search Engines
A clear site structure is essential. We reorganized categories and subcategories to make navigation intuitive.
- Group related content.
- Use descriptive URLs.
- Keep the number of clicks to reach a page under three.
Implementing XML Sitemaps & Robots.txt Optimization: Ensuring Discoverability
We created XML sitemaps to guide search engines in crawling the site effectively. Additionally, the robots.txt file ensured that search engines focused only on important pages.
Internal Linking Strategy: Enhancing Navigation & Page Authority
Internal links help distribute page authority. We strategically added links from high-authority pages to important listings, improving their visibility and ranking.
Content Audit: Identifying Low-Quality and Duplicate Content
A comprehensive content audit was essential. We identified:
- Duplicate pages.
- Thin content that added little value.
- Outdated listings needing updates.
Removing or updating this content boosted overall site quality.
Schema Implementation: Enhancing Rich Snippets and Search Visibility
Implementing structured data through schema markup allowed search engines to better understand our content. This led to rich snippets in search results, increasing click-through rates.
Implementing CDN and Image Optimization: Enhancing Page Load Times
Utilizing a Content Delivery Network (CDN) helped distribute content globally, improving load speeds. We also compressed images without sacrificing quality, which significantly reduced loading times.
Mobile Optimization: Ensuring Responsiveness Across Devices
With more users accessing the site via mobile, we adopted a mobile-first approach. Responsive designs ensure consistency across devices to keep the audience engaged.
Setting up Google Search Console and Google Analytics: Tracking Key Metrics
We set up Google Search Console and Google Analytics to monitor key performance metrics. This allowed us to track organic traffic, impressions, and click-through rates effectively.
Monitoring Crawl Errors and Indexation Issues: Proactive Problem Solving
Regularly checking for crawl errors and indexation issues helped stay ahead of potential problems. Quick fixes-maintained user experience and search engine visibility.
Content Refresh and Optimization: Updating Existing Content for SEO
We refreshed existing pages with current information, optimizing for targeted keywords. Each update aimed to enhance user experience and meet search intent.
Prepared an Action List of How Their DEV Could Solve the Issue
It is crucial to create an appealing and easy-to-use website interface. Our collaboration with an enterprise corporate client revealed multiple obstacles, such as complicated coding techniques, inconsistent design, and poorly placed call-to-action buttons.
These factors hindered our ability to showcase our projects effectively. To address this, we developed a comprehensive action plan for the client’s development team to identify and resolve these challenges.
Consulted With Them About How We Could Ignore This Kind of Issue in the Future
After completing the task, we updated the client on our significant difficulties. Together, we devised plans to prevent them from occurring again. I also appreciated their input on any potential issues in future situations.
Challenges We Faced in Technical SEO Implementation
Managing a large website presents a unique challenge requiring meticulous planning and execution. We encountered several significant obstacles that tested our team’s resilience and adaptability.
One major challenge was ensuring seamless scalability. As traffic fluctuated, our infrastructure had to accommodate sudden spikes without compromising performance or user experience.
Additionally, maintaining high levels of security became increasingly complex as we expanded our site’s features. We implemented multiple layers of protection to safeguard sensitive customer data against evolving threats.
Content management posed another hurdle; coordinating updates across various departments required robust communication and collaboration tools. Efficiently streamlining this process was essential for maintaining consistency and accuracy.
Lastly, staying current with technological advancements demanded continuous learning and adaptation from our team. We invested in ongoing training to keep everyone well-equipped to handle emerging trends in website management.
Hard to Implement Because the Site is Built-in Raw Coding
We needed to collaborate closely with the developers to implement our technical SEO changes because the site was built with custom code. This wasn’t easy, as we had to ensure they understood our modifications and their reasons.
Collaborating with the developers was essential to implement our technical SEO changes effectively. The website’s custom code presented a unique challenge, necessitating strong communication.
We needed to ensure that the developers understood our proposed modifications and the reasons behind them. Each change aimed to enhance site performance and boost search engine visibility, making it crucial for everyone involved to see the bigger picture.
Our discussions were not one-off meetings; they required ongoing dialogue. This allowed us to clarify complex concepts and address any concerns promptly.
Given their coding expertise, the developers played a critical role in integrating our SEO strategies seamlessly into the site’s architecture. Patience was key throughout this process as we navigated technical SEO and custom development complexities.
We Had to Use Client-Side DEV
The client’s website was created using raw coding, which meant it was built from the ground up without relying on pre-made templates or content management systems. As a result, we needed a developer to help us put our strategy into action effectively. The client had a strict rule that required changes to be made only using client-side development. This approach limited the options we could consider and made it essential to work within those boundaries.
The client’s technical knowledge needed to be on par with our team’s, leading to a scenario where we had to explain many concepts and details clearly. This gap in understanding meant we needed to take extra time to ensure they grasped each part of our plan. We aimed to align our vision with their capabilities and constraints, which required careful communication.
These factors combined created several challenges for our project. We had to navigate their coding setup’s complexities while simplifying our messages to fit their understanding. Clear instructions and frequent check-ins became necessary to keep everything on track and to help the client feel comfortable with the process. This careful collaboration was critical for moving forward with our strategy effectively despite the obstacles presented.
The Reporting Was Built into a Customized Dashboard
Our goal was to provide the client with accurate reports on the website weekly. This proved challenging because we needed to customize our approach to gather relevant, detailed information. Strong communication was essential as we built a personalized dashboard. We also utilized the console and analytics to ensure we tracked the right metrics for reporting to the client.
Result After Implementing Technical SEO
Our efforts resulted in an impressive outcome. By using the most effective and modern methods, we ensured excellent results. Here are the improvements we made to our client’s website.
Improved Keyword Ranking & Traffic
Clients primarily seek improved keyword rankings and increased website traffic. The primary purpose of technical SEO is to enhance website crawlability and help keywords reach the SERPs.
After partnering with us in the first month, we are pleased to share that our clients have experienced notable gains in keyword rankings and traffic.
Traffic to the website has experienced significant growth, now reaching an impressive 8,800 visitors. This surge indicates a heightened interest in our content and services, suggesting that our marketing strategies effectively resonate with users.
In addition to the traffic growth, the number of organic keywords for which we rank has also increased substantially. We currently have a total of 7,700 organic keywords driving search engine visibility.
This improvement in keyword rankings reflects our ongoing efforts to optimize our SEO practices. We have enhanced our online presence by targeting relevant and high-traffic search terms.
The increased traffic and expanding keyword reach positions us well for future growth. It also provides ample opportunities for engagement, conversion, and brand awareness. Our focus will remain on maintaining this upward trajectory as we refine our content strategies.
Increased Visitor Time
After applying our technical SEO strategies, our clients’ websites see more visitors staying longer. This indicates that users are engaging more with the content.
If you’re curious about how technical SEO boosts visitor time, consider this: we ensure that websites load quickly and fix any broken links or errors that might drive users away. We also enhance user engagement by adding internal links and relevant calls to action “CTAs”.
Technical SEO Health Improved Rapidly
When beginning a partnership with a new client, our first step is to conduct a technical SEO audit. This enables us to identify areas of the website that may need improvement and uncover any potential obstacles hindering its effectiveness.
By implementing our advanced technical SEO techniques, we consistently witness a considerable improvement in the site’s overall state. By addressing current issues and adopting industry best practices, we can proactively prevent future complications and enhance site performance.
Search Engine Crawler Budget Saves a Lot
Many clients’ websites need to manage their search engine crawler budget better. This leads to crawlers focusing on low-value pages that don’t need to be crawled.
The main reason for this problem is often poor technical SEO, like a poorly set up robots.txt file. After we optimized the site and fixed the robots.txt file, we saw a significant drop in the crawling budget.
This change saved the website owner money and reduced the load on search engine crawlers.
Conversion Rate Improved
One of the main goals of technical SEO is to improve a website’s conversion rate. A site that generates significant traffic but does not convert its visitors effectively is not achieving its intended function.
We are pleased to report that our clients have seen remarkable enhancements in their conversion rates following our partnership.
This success stems from our comprehensive approach, which included redesigning the website, repairing broken links, increasing loading speeds, and executing a range of other optimizations.
Conclusion
Managing technical SEO for large real estate websites can be challenging, but it’s possible with the right approach. Start by creating a clear site structure and optimizing your site for mobile users. Technical tools such as schema markup and content delivery networks (CDNs) can be used to enhance performance. Regular audits and updates are essential for maintaining good site performance and search rankings.
Tackling these challenges directly will improve user experience and support your site’s long-term success in search engines. Our SEO specialists can identify and fix any technical issues that hinder your brand’s growth. Reach out to our team for an audit to begin this process.
Technical SEO is complicated and requires careful attention. It’s wise to seek help from professionals. If you need assistance with your website’s technical SEO, consider our Professional SEO Service or schedule a Free SEO Consultation today.
