An agency found for its homes, not just its name. 160% more monthly clicks in a year.
This estate agency sells, lets and manages homes in a major UK city, and a large share of the owners it acts for live overseas. I took on its SEO in June 2025. Between September 2025 and August 2026, monthly Google clicks rose 160%. Searches for the agency's own name made up under a tenth of clicks, so the growth came from people looking for property.
Results
Clicks from Google
Search impressions
Seen, but mostly from page two
By September 2025, a few months after I came in, the site was earning clicks in the low thousands each month. In October the average position was roughly 17, which is page two in a crowded market.
The client did not want more traffic from people who already knew the brand. It wanted to rank for high-intent searches, the kind that pair letting agent or estate agent with a district or the city, and to put its new-build and overseas-landlord pages in front of more people. A previous provider had handled the groundwork, from initial setup and keyword lists to some landing pages and a little blogging. The benchmark the client pointed to was the largest agencies in the city, for local area content and investor pages.
The brief I worked to
What I can publish for this account is the brief agreed at onboarding in June 2025, not a dated log of tasks, so this section sets out what search was asked to do. The website was looked after alongside the SEO.
- 01
Document every service line
The onboarding questionnaire captured the whole offer: selling and letting homes, managing them, new-build and off-plan stock, advice for investors, valuations, furnishing, and a dedicated process for clients based abroad. A full map of services is what makes it possible to give each one its own target searches.
- 02
Define two audiences, one at home and one abroad
Local buyers and tenants search by district. Overseas landlords and investors, many of them in Asia and the Middle East, search from a distance and with different questions, about letting and managing a home from abroad. The brief treated them as separate audiences with separate pages.
- 03
Aim at intent, not the agency's name
The goals were rankings for searches with a clear intent to instruct or rent, wider reach for the new-build and overseas landlord sections, and a lower cost per enquiry than paid search. Brand traffic was never the measure of success.
- 04
Hold the blog to a professional standard
A blog already existed. The brief asked for posts with the measured, expert tone of a firm that knows its market, written to draw enquiries from people close to acting rather than idle readers, matching the tone expected by landlords trusting an agent with a valuable asset.
Listings did the heavy lifting
August 2026 brought 160% more clicks than September 2025. On the same 19 August dates a year apart, which takes most of the season out of the comparison, clicks were up 150%. Between October 2025 and August 2026, monthly impressions rose 200% and the average position climbed from about 17 to 15.
The mix of that traffic matters more than the total. Searches for the agency's name or staff accounted for under 8% of clicks. Individual property listings earned about three quarters of the clicks that could be tied to a page. That is people searching for homes and finding this agency's stock, which is what the brief asked for.
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