The Challenge
Founded in 1993, M.K. Real Estate Development is a public company that develops property, with more than 25 projects across Thailand, including Bangkok and the Bangkok Metropolitan Region. It came to Primal soon after it had completed a new website in 2016-01, in line with a change to its branding.
With the website so new, the company wanted a stronger presence on Google, to be seen as an authority in real estate and to gain a bigger share of search against larger and better-known real estate brands. The new website made this harder. It had not been migrated properly from the old one, and much of the old website’s value in search engine results pages was lost.
The company’s aim is to be a leading property developer that customers can trust for quality products and services that meet their needs at an affordable price, whether they own their home or rent it.
Our Approach
Primal started with a review of the company’s online assets, what competing brands were doing and how its customers behaved. It then set out to optimise the brand’s presence on Google. Page 1 positions for competitive search terms would bring the brand high-intent leads, add to its authority and raise its return on investment (ROI) from search marketing.
The research showed that search played a critical part in the customer’s path to purchase, at the awareness, evaluation and buying stages. So Primal recommended a large investment in search marketing, with search engine optimisation (SEO) and search engine marketing (SEM) together, so that the growth the company was looking for would come quickly.
The work had 6 key parts. Primal developed and ran an always-on SEM campaign in Google Ads, and optimised the Google My Business listings for every project location. It completed the migration from the old website and optimised the content to include search terms and to run to 300+ words.
An outreach campaign earned references from other websites, and the website itself was optimised for a better user experience.
Outcomes Achieved
Primal handled both the on-site and the off-site work, so that the website met the latest requirements of Google’s algorithm updates. At the same time, backlinks from related, trusted websites raised the website’s authority. In 12 months, the brand’s share of search grew 1666%, organic sessions went from 0 to 10k a month and 310 high-volume keywords reached page 1 of Google.
- 1666%Increase in Share of Search
- 0 to 10kOrganic Sessions Per Month
- 310High-Volume Keywords on Page 1 of Google
Key Insights
- The new website had not been migrated properly from the old one, so a complete migration was one of the 6 key parts of the work.
- Search played a critical part at the awareness, evaluation and buying stages, so SEO and SEM ran together.
- The Google My Business listings were optimised for every project location.
- Organic sessions went from 0 to 10k a month, and 310 high-volume keywords reached page 1 of Google.
