Background of the Marketplace
A property marketplace specialising in residential rental and sales listings engaged our SEO agency to grow its organic visibility and turn location based searches into steady enquiry flow. The platform connects landlords, property managers, and real estate agents with tenants and home buyers looking for apartments, houses, and rooms across multiple cities. With search behaviour heavily focused on phrases such as apartments for rent in, houses for sale near me, and studio to rent in specific neighbourhoods, the goal was to capture this intent and make the portal the default destination for property searchers in its target regions.
Starting Point
Before the SEO programme, the marketplace already attracted some organic traffic but was not fully optimised for local, long tail property searches. Key challenges included:
City and area pages that contained basic listings but lacked descriptive content and search friendly headings.
Filters and dynamic pages for bedroom count, price bands, and property types that were not easily crawlable or indexable.
Duplicate or near duplicate content across many listing pages, diluting authority for important locations.
Limited content explaining rental processes, deposits, agency fees, and buying steps for first time purchasers.
Meta titles and descriptions that repeated similar phrases and did not always include key modifiers like price range, number of bedrooms, or neighbourhood names.
SEO Strategy for Property Rental and Sales
We built an SEO strategy that combined strong local landing pages, improved crawlability of listing inventory, and educational content for tenants and buyers.
Create robust location landing pages for major cities, regions, and popular neighbourhoods, incorporating introductory copy, featured listings, and internal links to key segments.
Optimise URL structures and internal linking so that search engines could access important combinations such as 2 bedroom apartments for rent in, pet friendly rentals in, and houses for sale under a given price.
Introduce canonical tags and structured listing templates to manage duplicate content generated by sorting and filtering.
Publish guides and FAQs covering renting processes, tenant rights, moving checklists, and step by step buying journeys.
Refine on page SEO for core pages by mapping them to clear primary and secondary keywords and rewriting titles and meta descriptions accordingly.
Implementation Highlights
Implementation was carried out while maintaining a smooth user experience for both property seekers and agents.
Expanded city and neighbourhood pages with key facts, nearby amenities, average rental and sales prices, and featured properties.
Created internal navigation modules on each location page linking to popular segments such as studios, family homes, luxury apartments, and budget options.
Worked with development teams to ensure important filter combinations generated clean, indexable URLs with appropriate canonicalisation.
Added schema markup for breadcrumbs and listings where feasible to support richer search snippets.
Introduced persistent calls to action for schedule a viewing, contact agent, and save this property to encourage user engagement.
Performance Snapshot (Last 6 Months)
The latest six month data from Google Search Console highlights the level of organic visibility achieved by the property marketplace.
With hundreds of thousands of organic clicks and impressions in the tens of millions, the site now competes consistently for high volume location based property searches. The average position just outside the first page indicates significant room for further growth as on page and linking improvements continue.
Impact on Enquiries and Market Presence
Increased viewing requests and enquiry form submissions for properties in key cities and popular neighbourhoods.
Agents and landlords benefit from greater exposure for their listings, improving retention and sign up rates on the platform.
More users start their search journey on the marketplace directly after finding its city and area pages for generic property searches.
The site has matured from a listing repository into a property discovery platform that helps visitors understand areas, compare options, and take the next step toward renting or buying.
Key Lessons for Property Portals
Well structured city and neighbourhood landing pages are essential for ranking in competitive property markets.
Indexable and clean filter combinations allow you to capture high intent long tail searches around bedroom count, price bands, and property types.
Educational content around renting and buying reduces friction for users and builds trust for the brand.
Internal linking from guides and blogs back to location and listing pages converts research traffic into genuine enquiries.
Call to Action
If you operate a property rental or sales portal and want search engines to treat your site as a go to destination for local property searches, a targeted SEO strategy can help you unlock significantly more organic traffic and enquiries. Contact our team for a tailored review of your current search performance and a roadmap for improvement.
Contact Our Team