2011 IAB Awards | Search Marketing – Organic Search Winner

The Power of Longtail
Agency: First Rate
Client: Focus Property

As buyer behaviour evolved, Focus Property realised that an increasing amount of new business was being generated through the web, particularly through search engines. The company's website was underperforming, not producing enough leads, and was not ranking within the first five pages for most of their keyword terms. Search engine visibility needed to be improved to drive qualified organic leads.

Longtail's local keywords were focused on due to a large volume and the strategy included creating personalized landing pages for the target suburbs, increasing the relevance of content.

The results included a significant increase in unique visits and visits from organic search. In 12 months, traffic jumped from 481 visits per month in Dec 2009 to over 3,300 unique visits per month in Dec 2010. The campaign also lead to an increase in ranking for head and secondary terms, securing the head term "property management" as ranking number one in Google early 2011.

Judges' Comments
"A very well laid out entry with a nice focus on the right aspects of SEO. The point of differentiation is that they ticked criteria for SEO but went above and beyond focusing on Longtail strategy."

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