Client: a Czech portal for new-build properties. It collects developers’ projects from across the country and shows them to people looking for a new apartment or house.
Customers: two groups. Buyers from Prague, Brno, Plzeň and other cities who compare new builds, and developers who advertise on the portal because they want to meet buyers there.
We carried out the strategy in three phases, starting from the portal’s launch. After each one, the client came back with a new goal. The goal of the last phase was to rank first for queries like “developerské projekty” (developer projects). For the general query “developerské projekty”, the portal ranks 2nd (as of 11/2024).
Selected queries where the portal ranks at the top
People click mostly on first-page results on Google, and most often on the top three. These are general queries, queries with a city, and queries with a city district.
What we did
Here is how the work went:
- Domain migration: at the end of 2023, the client moved to a new domain because of a rebrand. We carried out the migration without losing rankings or traffic. It was a separate job, apart from the ongoing development of the site.
- Three phases of development: we started the last phase with a technical audit and a data analysis.
- Task selection: from a long list, we picked the tasks with the biggest impact and tackled the pages that bring the most visits and inquiries first (see the table below).
Optimizing the project catalog
The catalog has roughly 2,400 pages. The diagram below shows the process. This is how we deliver the same quality of on-page optimization across the whole site, and we use the same approach for e-shops and other catalogs.
How we scaled optimization to the entire catalog
Redirects, internal links and meta tags
We cut redirects from old addresses down to direct paths. We also added internal linking: the footer leads to the priority pages and to the developers the client most wants to promote. Titles and descriptions for a large catalog can’t be written by hand, so we designed formulas that assemble them from data and still read well for people.
Link strategy
For queries where a good page alone isn’t enough, we decided where links should point, proposed how many we needed and from which sources, and then built the links step by step.
Data from Ahrefs
You can find more results among our case studies.
