SEO and content marketing for a property investment consultancy

The brief

This property investment and land sourcing consultancy had a professionally designed website but limited organic search visibility. Most of their traffic came through direct and social channels rather than Google. With a small but growing online presence and a clear focus on property sourcing, development consultancy and land acquisition, the goal was to build a credible content strategy that would attract investors and motivated sellers through organic search over the medium term.

We were brought in to manage their ongoing SEO and content marketing, with a focus on topical authority building, structured content clusters and sustainable ranking growth rather than quick wins.

What we did

SEO strategy and technical groundwork

We began with a full audit of the site’s current search visibility, keyword opportunities and competitive landscape. This identified several high-potential topic areas aligned with what the business actually does and what their target audience searches for. A topical cluster strategy was built around these areas to give Google a clear picture of the site’s subject matter authority.

Content cluster creation

We developed and published a series of structured blog posts and landing page content targeting specific search terms within the property investment and commercial property space. One cluster focused on facilities management and procurement, two sectors where the client has genuine expertise and where search demand exists. Within weeks of publishing, the client’s site and blog content appeared three times in the referenced sources for a single AI search prompt on the topic. This kind of visibility in AI search results is increasingly valuable as search behaviour changes.

Ongoing reporting and iteration

Monthly reporting tracks search impressions, click volume, average position and top performing pages. Each month’s report informs the next content priorities, so the strategy evolves based on what Google is responding to rather than guesswork.

The results

All figures are from live Search Console data over a three-month period:

• Search impressions increased by over 400% in three months as new content began ranking
• Average Google position improved from 23.1 to 11.7 in the same period and continues to improve, heading for an average page 1 position
• Organic search now accounts for 38% of all website traffic, up significantly from earlier in the campaign
• Organic clicks nearly quadrupled over the same three-month window
• Blog content is now the second most visited section of the site, demonstrating that the content is attracting new visitors from search rather than just existing contacts
• Content cluster for facilities management and procurement is appearing in AI search results, with the site cited three times in referenced sources for a single AI search prompt
• The client’s Google My Business profile was set up and is now live, adding a further local search presence

The campaign is still in its early stages. As the content cluster expands and the site builds more topical authority, search visibility is expected to continue growing month on month.