Project Brief:

This company is a real estate brokerage from Michigan. They specialize in high end, lakefront real real estate sales. The owner has invested over 20 years of his life as a real estate broker, and had only one agent working with him. 

They came to us looking to growth their organic traffic to and get then in a better position to get in front of as many potential home buyers as possible, especially for their busy season. 


They were upset because they stopped seeing results from their prior SEO agency so they we looking for someone to come in and really deliver. Real estate sites can be extremely hard to rank on Google because you’re usually faced with the likes of Zillow, Trulia, Redfin, and 

This was no easy feat, so we had to thoroughly audit their site and formulate a strong and concise strategy to outrank the big players, as well as the stiff competition in the area. Here are some of the issues we found during our audit, which made a substantial difference in their results:


The first thing we did was run a complete audit of the site, which comprises of a 100+ checklist; this is one in which I’ve personally made from years of auditing sites – I can find things that many SEO’s wouldn’t even think of looking for.

After running the audit and analyzing the results (which took almost a week to finish), we prioritized and fixed both the major and minor issues to make sure the SEO campaign was build upon a solid foundation; this included fixing those issues stated in the “Challenges” section.

Next, we dove into in-depth keyword research; this is the process for which we thoroughly research and identify the best search terms to rank, leaving no stone left unturned. 

Using this information, we optimized each important service page to them, which involves reverse engineering the top ranking sites to determine what Google’s algorithm is favoring for that particular keyword, and based on our findings, we go back and finalize our data-backed optimizations, which proves to make a huge difference time and time again. These optimizations involve changes to the title tag, H1’s, sub-headers, body content, internal linking, and schema mark up. 

After that, we knew that we needed to develop a robust content strategy to really beat out the competition. Building out topically related supporting content, when done the right way, helps convey to Google that you’re an industry expert. After building out the content calendar and posting on a routine schedule, and optimizing each blog post, we saw big ranking increases.

During that same period, we starting the link building campaign, which involves prospecting thousands of websites to identify potential sites we may want a link from, filtering the list down using very strict criteria, finding email addresses of the important contacts at each site, and pitching personalized emails to each one. We were able to land contexually relevant backlinks from very authoritive websites, which helped move the needle a lot.

We continued to test and refine the on page optimizations, built out the blog content, making sure we adhere to our standard “topic cluster” information architecture model, and acquired a vast amount of high quality backlinks to ultimately get this client the results they needed to continue to grow their thriving business.


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