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“The day we migrated, we had five leads in my inbox. Instantly.”
Holly Meyer Lucas
The challenge
From attracting consistent search traffic to delivering several leads a day, team leader Holly Meyer Lucas’ online presence was a success — but managing it was a logistical nightmare.
“You need to give the code to your team, and it’s on your cell phone, but you’re in a listing presentation and they can’t get in… that’s how our website was,” Lucas recalled. “I needed to not be the password.”
Still, she was worried about losing the search ranking she’d painstakingly built over a decade, a common occurrence for redesigns and site migrations. “I was like, ‘I want our website to be on Luxury Presence, but if you mess up my SEO, I will quite literally kill you,’” she recalled with a laugh.
The strategy
Our experts followed Luxury Presence’s SEO migration process precisely. “That process, when fully executed, is quite robust and clearly worked well in Holly’s case,” said Nathaniel Alzaga, the SEO technical project coordinator supervising the process for Lucas’ site.
The Luxury Presence SEO migration plan
- Incorporating optimized title tags and meta descriptions throughout the new site
- Auditing Lucas’ original website site and identifying the highest- and lowest-performing pages
- Carefully moving or redirecting high-quality content, and ensuring no two articles were competing for the same keywords
- Pruning underperforming content, which allowed search engines to prioritize higher-value content and boosted rankings
The impact
Using the SEO tool Semrush, we compared Lucas’ website’s search performance in the month before the redesign to the month after.
How SEO translates into business
While SEO experts often expect traffic dips of 5% to 10% as the result of a website redesign, Lucas’ fears of losing what she’d built up over the last 10 years did not surface in the data. Comparing search performance in the month before the redesign to the month after, the number of keywords for which her homepage ranked increased from 28 to 127, a 354% boost. In terms of visitors via search, the homepage saw a 148% ramp-up in traffic.
Certain internal pages saw even greater returns. For example, a blog entry titled “Why You Should Move To Port Saint Lucie, Florida” saw a 5,100% increase in keywords and a 6,267% increase in traffic.
Lucas also saw rapid results in terms of lead generation and moving administrative tasks off her plate. “The day we migrated, we had five leads in my inbox. Instantly,” she said. “We wouldn’t have captured those five leads on our own.”
While such results aren’t what the typical real estate agent sees on launch day, it does illustrate the potential upside of trusting Luxury Presence with your established real estate brand.
Lucas was so shocked, she texted Luxury Presence CEO Malte Kramer. “What started as concern about SEO migration turned into a quick traffic spike,” he recalled. “It goes to show that when you build your company infrastructure around helping agents and brokers succeed, the rankings, traffic, and leads will naturally follow.”
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Luxury Presence did a flawless job creating (and maintaining!) carlinwright.com. I get emails every week from agents around the country begging to know more about the site – apparently everyone has Luxury Presence envy!
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Compass - New York, NY
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Los Angeles, CA
Hiring Luxury Presence has been one of the best decisions we’ve ever made. They implement our changes very quickly, and they’ve doubled our monthly users through SEO to over 10,000…
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RE/MAX – Toronto, Canada
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