A megabrand is attributing an uptick in web traffic and recent success luring independents to the fold to an overhaul of its search engine optimisation (SEO) strategy.
Raine & Horne has reported a 26 per cent increase in organic search engine traffic to the company’s website over the course of the past 12 months.
Andrew Brown, chief technology officer of Raine & Horne, explained that COVID lockdowns had helped the company drill down on strategic improvements.
“Throughout the COVID-19 period, we never stopped seeking new ways to drive innovation in our business. One of these imperatives has been improving our SEO strategy.
Mr Brown explained that the company had been very specific in identifying its goals for improvement. Raine & Horne does not try to compete with the real estate portals, Mr Brown said. Rather, its aim is to be the first agency result when consumers use Google for property-related searches.
“Under specific keywords, we’re coming up number one. We’ve achieved these results by focusing on some strategic keyword searches, which have contributed to our SEO results.
“We have worked on restructuring and recoding our website, as well as producing more quality content that is attracting more eyeballs to our offices’ webpages,” the tech head divulged.
“Our SEO results are also supporting our office growth strategy. Routinely members of our network management team are asked in prospect meetings about our SEO strategy and positioning, and now with these results, they can answer these questions with confidence.”
Tina Ashton, the brand’s national head of growth and network manager, agreed that the initiative had proved to be a selling point for new members coming on board.
“Many independents are joining us because our search engine results are putting them on the shopping list when vendors decide to sell,” Ms Ashton said.
And the company expects further gains as its strategy grows, particularly as Australians continue to embrace e-commerce and online conveniences.
“As the economy continues to gain momentum, the SEO improvements will enable our existing offices to attract more appraisals, listings and sales, as well as supporting our group’s office recruitment goals,” Mr Brown said.
ABOUT THE AUTHOR
Based in Sydney, Juliet Helmke has a broad range of reporting and editorial experience across the areas of business, technology, entertainment and the arts. She was formerly Senior Editor at The New York Observer.