Classified Ad Ventures Helps Raine & Horne Increase Traffic by 52%
In February Raine & Horne launched a new national website built by the digital marketing agency Classified Ad Ventures and specifically optimised for long tail SEO (search engine optimisation) keywords. The objective was to appear on more first page results on Google and therefore increase free visitation to the site. The result is that Raine & Horne have dramatically increased unique visitors to their site by 52% from 133k in January to over 203k in August.
The strong growth in unique visitors can be directly attributed to free SEO traffic from Google. In a study of 1,450 long tail property related keyword searches on Google, Raine & Horne appeared on the first page of the results 1,073 times. This was significantly ahead of all other franchise groups with the next best franchise group having appeared on the first page of the results for only 300 of the searches.
Long tail keywords are the hyper-local searches conducted by visitors to Google and other search engines. These are used when searchers know exactly what they are looking for like “3 bedroom house for sale Newport New South Wales”.
In an extensive study of 43,000 keywords used to reach the new Raine & Horne site, it was found that 69% of the search terms were people searching for property on specific streets. It is often more effective to do these searches on the search engines than on the major property portals where street name searches are not possible.
Angus Raine, the Chief Executive Officer of Raine & Horne said: “Significantly increasing the visitation to the new site provides our vendors with broader marketing of their properties and provides our franchisees with greater exposure of their offices. Excellent SEO was a key deliverable for the new site and has been central to the dramatic increase in traffic, significantly exceeding our expectations.”
Simon Baker, the former CEO of the REA Group (realestate.com.au) and now CEO of Classified Ad Ventures said: “In times where Agents are spending $1,000’s per month purchasing premium products on the property portals, they are probably better off investing in their own sites and ensuring they are optimised to capture free traffic from the search engines.”