Maisonsmoches.be is a Belgian company with a name that is as fun as it is impactful. Its concept: buy houses in poor condition, quickly, to then renovate them and put them back on the real estate market. A unique, clear positioning, and perfectly aligned with a growing need on the territory.
Patrick, one of the partners of this company, contacted us following a post published on LinkedIn. He wanted develop the visibility of your site — already well supplied with content — to reach more owners who want to sell quickly, whether locally or nationally.
The site Maisonsmoches.be was already solid at the start: well built on WordPress, with a well thought-out content strategy, organized with mother, daughter, and sub-daughter pages. But despite this, Patrick faced several obstacles:
- One strong competition on keywords related to the sale of real estate
- One low click through rate on some pages that are however well positioned
- One insufficient local visibility, even though its activity is very geographically targeted
The objective was therefore twofold:
- Strengthen local positioning of Maisonsmoches.be to capture the searches of nearby sellers
- Optimizing existing content to turn impressions into clicks, and clicks into contacts
Audit & Analysis of existing content
Before any action, we carried out a comprehensive technical and semantic audit of the site. The challenge: avoid SEO cannibalization, a common phenomenon when a site has a lot of similar or too similar content on the same keyword.
So we have:
- Mapped existing items
- Identified the duplicate keywords or keywords with untapped potential
- Prioritized the pages that were getting lots of impressions but few clicks (sign of a weak positioning or a lack of attractiveness in the results)
Creation of complementary & optimized content
Our aim was not to create more to create more, but to publish content that intelligently complements existing content.
So we have:
- Created new blog posts user intent oriented (ex: “How to sell a house in poor condition quickly?”)
- Optimized the title tags, intros, and meta-descriptions of the most visible articles, in order to increase their click rate
- Added clear calls to action to contact or estimate forms
Netlinking targeted at strategic pages
Some service pages (such as “Buying a house in Belgium” or “Selling an uninhabited house”) obtained a large volume of impressions... but remained drowned in the deep pages of Google.
To correct this, we launched a campaign of targeted netlinking :
- Acquisition of backlinks from real estate sites, Belgian or regional blogs
- Highlighting pages with potential but lacking authority
- Strengthening national AND local roots
In just a few months, the results were very encouraging:
- Strategic pages have won several positions on very competitive keywords (selling a house quickly, an uninhabitable house, etc.)
- The The average click rate of the site has increased, thanks to the optimization of the titles and excerpts displayed in Google
- The organic traffic continued to grow steadily, smoothly, despite numerous algorithm updates
