The Client

This New Build Inspection and Snagging Survey company operates independently from developers to provide the fairest, most complete results for its clients.

Operating in the Midlands region of UK, they understand the huge financial commitment needed to purchase a new build home and want to ensure home buyers are getting nothing less than what they paid for.

The Goals:

Boost visibility with higher rankings in organic search results for their service areas across the Midlands.

The Challenge:

1. The property inspector market is competitive with more established Inspectors and Surveyors being around for over two decades.
2. There was dwindling online presence due to lack of investment in website.
3. The business covered a wide service area.
4. Under educated target audience as they did not have experience of using the property inspection service in the past.

The Solution:

1. A comprehensive Local SEO audit and Competitor Analysis.

The audit showed lots of missed opportunities to be more visible and rank across a wide range of location-specific keywords.

There was also lack of built links considering the company had been operating for over 5 years. We also analysed competitor backlinks and spotted opportunity to improve rankings via a link building campaign.

2. Development of clear and concise content strategy.

Through in-depth keyword research, social listening from facebook and online forums we found there was a lot of information gaps surrounding the end-to end process of New Build Home Inspections. We found many burning questions in target audience minds such as:

1.  Is it worth getting a snagging survey?
2. How much does a snagging survey cost?
3. What happens after after receiving a complete home inspection and snag report?

There was also a lack of knowledge on the differences between the types of surveys that can be completed. (**Is this true?)

We built a content plan and update the websites service pages and blog to answer the target markets key questions. We optimised this content with locally specific keywords to ensure the content ranked within the service areas.

The content was focused at each stage of the customer journey from hearing about a home inspection to resolving issues with the house builder. The most effective and viewed content was advice to new build buyers on what to do after they receive their report.

3. On-Page optimisation for Local SEO:

It was clear the website needed more pages and content, we optimised the content for high intent keywords and locations to increase website conversions. We targeted both Property Inspection and Snagging keywords that where attached to East and West Midlands Locations.

4. Local PR and Link Building strategy.

Social Media is currently filled with new build horror stories so we felt connecting with local media would provide a great opportunity to build highly valuable local links.

We reached out to local media companies with press releases and article stories, gaining valuable locally specific links. Additionall, we build over 30 citations within industry bodies and local business directories to up the authority of the business in the eyes of Google.

5. Google Business Profile Optimisation:

Optimised Listing Information updating every important driver of higher rankings in map pack across the serve area in the Midlands. We reselected most effective primary and secondary business categories, added question and answer section, uploaded images, re-wrote description and expanded their list of served area so these were visible to Google Business Profile visitors.

The Results:

50% Key phrases ranked in top 10 search results.

40% increase in website enquires.

2x Number of backlinks to over 60.