Mincove Homes mincovehomes.com.au
A POWERFUL SEO CAMPAIGN HELPED THE CLIENT HIT THEIR 12-MONTH KPI IN HALF THE TIME.
120%
increase in unbranded clicks
35%
organic session increase for geolocation NSW
96
keywords in top 3 positions
46.57%
organic session growth in 6 months
283
keywords in positions 4-10
THE CLIENT
Mincove Homes are local home builders in New South Wales, Australia. Their major geolocation targets are Wollongong, Shoalhaven, Southern Highlands and Goulburn. Mincove Homes becomes a dedicated partner to their clients, offering a range of house and land packages and building homes that feel custom-built.
THE CHALLENGE
A major challenge for Mincove Homes was that – even though their pricing is affordable – they’re not the cheapest on the market and it was difficult to compete with low-budget builders. They also face competition from bigger home builder franchises in NSW.
The business relies heavily on its website to generate leads that could be converted to healthy pipelines, and eventually sales. To achieve this, Mincove Homes wanted to partner with an agency that could deliver strong organic growth year-on-year. Other marketing agencies they’d tried in the past failed to yield the results they needed, so they joined up with Impressive to not only generate more organic traffic, but also to get it from their target geolocations, to give them the best chance of conversions.
More specifically, the client was looking for a 30-40% growth in organic traffic over 12 months.
THE STRATEGY
Our first step was to gain a deeper understanding of the target audience so we could create a relevant, targeted content strategy. By looking at Google Analytics and carrying out interviews with Mincove Homes, we found that their demographics were relatively equally split between male and female, and were mostly made up of young adults – which made sense as it’s mostly young families that want to build a home. To appeal to this young audience, we decided to keep the tone-of-voice friendly and casual.
We placed the weight of our attention on the three parts of the client’s website that needed the most attention: Home Designs, House & Land, and Display Homes. We also made sure we included fresh, informative content as part of our strategy, as those on their home buying journey tend to do extensive research before making any decisions.
During the research and planning stage, we split our TOFU, MOFU and BOFU keywords into 3 phases:
- Phase 1: Indexed keywords
- Phase 2: Competitor keywords
- Phase 3: Keyword variations
Once we’d extracted all the keywords, we manually went through the list to weed out those that were non-relevant, highly competitive, short-tail or had low search volume. This gave us a blueprint of high-priority keywords and URLs.
We then created a detailed content brief for our writers and rolled out ongoing optimization of the site. This included deep technical audits to resolve any technical SEO issues, researching relevant blog topics using SEMrush Topic Research Tool, and performance monitoring.
THE RESULTS
Mincove Homes has had a consistent growth in organic traffic since our SEO campaign began. In fact, the desired 30-40% growth in the first 12 months was achieved in just 6 months. Compared to the previous 6 months, the SEO campaign has seen an organic session growth of 46.57%.
During the same period, the organic sessions for geolocation New South Wales have gone up by almost 35%. This indicates that the website is not only getting more organic traffic, but they are also getting more of it from their target location.
We checked Google Search Console and found that the Mincove Homes website had a 120% increase in unbranded clicks in the last 6 months.
Since we were focused on creating relevant content for the audience, we wanted to ensure users were kept informed. In 2020, the NSW government released a new scheme for first home buyers, which was a hot topic in the industry. We optimized an existing article by Mincove Homes on the subject, and it has since received 6,600 clicks and 335,000 impressions in the last 6 months. This article also has several high volume keywords ranked on page 1 including the keyword “first home owners grant nsw 2020” on #1 as a featured snippet. This keyword has a search volume of 1300.
Overall, the website has had major improvement in keyword rankings especially in positions 4-10. There are currently 283 keywords in positions 4-10 and 96 keywords in Top 3.
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