Engel & Völkers is a real estate agency specialised in luxury homes and flats. With more than 40 years of experience, it’s one of the most successful real estate agencies worldwide. But despite all its strengths, the brand had one challenge: to improve its organic positioning.
Understanding the situation.
When Engel & Völkers Iberia contacted us, they had a challenge: to improve their organic positioning. When we started working on the project, we realised that, although SEO had been worked on, it was conditioned by a central strategy that did not take into account the specificities of each market.
They were not making the most of a local SEO strategy: they had few keywords positioned in the Spanish and Portuguese markets, and the ones they had positioned were not relevant for both markets.
The local SEO strategy allowed us to achieve a positioning that was much closer to the reality of the market in which the brand wanted to stand out.
Creating a Strategy for the Iberian Market
So we offered them a local SEO strategy for their main markets: Barcelona, Madrid, Valencia and Lisbon, as well as for the whole of Spain and Portugal.
We approached it as a complementary strategy to the central one, with the aim of boosting local SEO and increasing local opportunities for properties and areas, as well as reinforcing those that already existed at a “central level”:
- We developed a keyword study for Spain and Portugal aimed at detecting the specific features of each market, (both in terms of areas and properties).
- We created an architecture for both countries that took into account the opportunities detected in the keyword study.
- We developed and optimised more than 270 categories for Spain and Portugal, which included working on metadata, headers and content.
- We generated a scheduled content strategy for the blog in Spain and Portugal.
SEO work is dynamic, it cannot stagnate, it needs to adapt to the reality of the market and the needs of the brand.
Results and Lessons Learned.
Thanks to the strategy, we managed to increase the number of keywords positioned by 65%, qualified organic traffic by 30% and the number of qualified leads went up by 18%.
After a year working with Engel & Völkers Iberia, the company was able to see the results: greater visibility and greater awareness and knowledge that investing in SEO is synonymous with “long term, local positioning and constant learning“, as Marta Rifà, the Marketing Manager of Engels Völkers Iberia, reiterated.
By complementing the core strategy with local SEO, we achieved a significant improvement in organic positioning that the client was looking for.