Learn how I helped the team at EG Propertylink (part of Estates Gazette), grow their organic search visibility and traffic in a highly competitive sector, competing with the likes of Rightmove & Zoopla.
Strategy & Planning
Digital Marketing
Martech Solutions
Training & Mentoring
EG Propertylink is a commercial property marketplace in the UK & Ireland. It’s used by landlords and agents to advertise offices, industrial/warehouse, retail & leisure, land, development and investment opportunities, and by occupiers/investors to find space.
EG (Estates Gazette), is a long-running commercial real-estate brand (part of the RELX group). In short, it’s the UK’s B2B portal for commercial property listings, similar to how Rightmove/Zoopla serve residential.
The team at Propertylink challenged me to help them grow organic search visibility and traffic, in order to increase leads being generated for their listing clients. The site was competing with the likes of Rightmove & Zoopla, already receiving significant amounts of organic search traffic.
I started by working closely with their senior leadership team and a colleague (a content specialist) to develop a SEO and content strategy. This included the creation of value proposition, messaging framework, brand personality and tone of voice.
After we had an agreed strategy in place, we executed a plan with the below key tactics and deliverables:
My approach with the delivery of these tactics was to up skill the EG (Estates Gazette) team as much as possible, through regular in person sessions working together and weekly meetings.
It was important that we were able to measure the customer journey from initial engagement, to conversion, to lead (data that resided in internal systems). I therefore developed a measurement plan for Propertylink, which included a full UA to GA4 migration and all relevant tagging to help us measure our required KPIs. All tagging was implemented using Google Tag Manager, by myself, to reduce the reliance on Dev support.
To measure our organic search visibility and related conversion metrics, I introduced third party tooling such as SEOMonitor.
I provided structured training to the wider EG (Estates Gazette) team on GA4 and GTM, upskilling them so they could both work with me and interpret their data in the correct manner. In addition to wider team training I mentored their key product manager throughout our time together.
Chris is simply exceptional! In addition to being a maven in all things digital marketing and strategy (plus a whole lot more) he is an incredibly kind and collaborative person. He brought results to our business that we otherwise never would have seen and regularly went above and beyond to help and guide us. Chris is a rare breed in that he is both incredibly commercial and intensely communicative - which enables him to tailor his vision to the audience he is engaging. I will miss working and learning from him and cannot recommend him highly enough!"
"I have had the pleasure of working closely with Chris, and I can confidently say that he is one of the most knowledgeable and strategic professionals I've encountered. His ability to stay ahead of market and technology trends is impressive, always anticipating shifts and adapting quickly. Chris brings not only a deep understanding of his field but also a vision for where things are headed, making him an invaluable asset to any team."
"I've had the pleasure of working with Chris on the EG PropertyLink listing site, and his contributions have been invaluable. His in-depth knowledge of SEO best practices, up to the minute industry insights, and ability to analyse complex data, has consistently delivered exceptional results. Chris is a true SEO wizard who goes above and beyond working in true partnership to ensure success.
I highly recommend their services to anyone looking to elevate their online presence."
Outlined below are a selection of the top level results we achieved together while working together between 2022-2024.
25%
YoY increase to organic search traffic
Year on Year (YoY) growth in non brand organic search sessions, directly attributed to the strategy and organic search channels I was responsible for.
YoY growth in new organic search users with commercial intent.
YoY growth in conversions from organic search traffic.
YoY growth 'internal' leads. Internal leads were enquiry form & phone call data.