How They Used SEO, PPC & Social Ads To Increase Visibility and Skyrocket Conversions

Cohen Handler is Australia’s leading property buyer’s agency, with offices in Sydney, Brisbane, Melbourne and Perth. Since 2009, their service is designed to make the real estate process simple, fun and rewarding for the buyer, offering an unprecedented service experience with extraordinary results.

In May 2021, Cohen Handler reached out to Online Marketing Gurus as they were wanting to increase their authority within the competitive vertical with a particular focus on Sydney and Brisbane. Our initial audit uncovered a number of technical on-site issues, along with broken links and thin content scattered across the site and key category pages.

Upon onboarding Cohen Handler as a client, it was established that their main priority was to increase the number of leads coming in on a monthly basis. Besides SEO, and optimisations to Cohen Handler’s Content, Link Building and Keyword Targeting strategies, Online Marketing Gurus also engaged in PPC and Social Ads to reach a wider audience in the Sydney and Brisbane markets. The results speak for themselves.

Content was a key focus, we identified that many of their key category pages contained a low word count and were not SEO optimised. We optimised existing pages whilst creating new ones to target the most profitable and relevant keywords.

Further to this, we crafted a multi-channel conversion path utilising organic search (from brand and non-branded), paid search, and social networks where we found the best multi-channel path is where users search for them first and then come back through direct channels to make a purchase.

Excellent SEO

Despite the competitiveness of the property buyer agency industry, OMG was able to power up Cohen Handler’s organic visibility by optimising onsite content on existing pages whilst targeting low-hanging fruit keywords. Within 12 months, we were able to:

• Increase organic conversions by 320% YoY (from 54 to 227)
• Increase organic conversion rate by 1,755% (from 0.4% to 4.9%)
• Increase referring domains by 82% (from 234 to 426)
• Increase branded organic clicks by 146% (from 665 to 4.26K)
• Increase non-branded impressions by 168% (from 58.5K to 668K)

Amazing Keyword Results

Increasing rankings helps increase visibility and enables listings to show for more relevant queries which leads to more qualified traffic being led to the site. With this in mind, our SEO Gurus prioritised keywords with lower search volumes to target and improve rankings in order to generate more qualified leads. Within 12 months, OMG helped:

• Increase keywords in the Top 3 by 150% (from 48 to 120)
• Place #1 for ‘home buyers advocate’ – search volume: 10 (baseline 9)
• Place #3 for ‘buyers advocate’ – search volume: 1,600 (baseline 8)
• Place #3 for ‘buyers advocate brisbane’ – search volume: 210 (baseline 9)
• Place #3 for ‘buyers advocate sydney’ – search volume: 1300 (baseline 3)

Awesome PPC & Social Ad Wins

Wanting to drive more quality enquiries to the website in particular, the Sydney and Brisbane markets, Cohen Handler in partnership with OMG opted to implement Google and Social Ads. Aiming to overtake the competition and become Australia’s leading property buyer’s agency, Online Marketing Gurus within 12 months helped Cohen Handler:

• Increase PPC conversions from 0 to 90
• Increase PPC impressions by 79% (from 28.4K to 50.9K)
• Increase PPC conversion rate by 100% (from 0% to 5.35%)
• Increase social clicks by 226% (from 3.2K to 10.6K)
• Increase social impressions by 79% (from 143K to 256K)
• Increase social conversions from 0 to 62