The Challenge
Richie Houses is a professional home construction company. It designs and constructs large, high-quality luxury homes to recognised standards, and is trusted by clients at the upper end of the market.
The company wanted to reach the right people and keep strong visibility in organic search. Its homes are high-value and made to order, a narrow market where general keywords did not reach the buyers it wanted. To reach wealthy buyers, its search engine optimisation (SEO) had to rely on carefully researched long-tail keywords, the longer and more specific searches people make.
The website also has an elegant, design-led layout, and SEO needs content on the page. Primal had to find a way to raise the brand’s visibility in search without taking away from its premium look online.
Our Approach
Primal focused on 2 areas, detailed keyword mapping and content authority. The team found high-intent, long-tail search terms about luxury home construction, and wrote useful articles to reach people earlier in their search.
Primal also raised the brand’s credibility with the experience, expertise, authoritativeness and trustworthiness (E-E-A-T) principles. The content showed the brand’s expertise, gave its authors’ credentials and kept its information accurate and trustworthy, so that Richie Houses would be seen as an expert source on luxury homes.
Outcomes Achieved
Primal combined technical precision with creative work. The optimised content went directly onto the target landing pages, so the text met SEO requirements without changing the website’s design. Primal also improved the title tags and meta descriptions with carefully chosen long-tail phrases.
Keeping the design while optimising the pages brought more qualified traffic to the website, and clicks grew 188% in 5 months. Organic clicks grew 2.88x, organic users grew 2.85x and organic key events grew 40%. An organic key event is an action that the website records as important, taken by a visitor who came from unpaid search results.
- 2.85xIncrease in Organic Users
- 2.88xIncrease in Organic Clicks
- 40%Increase in Organic Key Events
- 188%Increase in Clicks
Key Insights
- General keywords did not reach buyers of high-value, made-to-order homes, so the SEO relied on carefully researched long-tail keywords.
- The optimised content went onto the target landing pages without changing the website’s design.
- The content followed the E-E-A-T principles, with its authors’ credentials and accurate, trustworthy information.
- Clicks grew 188% in 5 months. Organic users grew 2.85x and organic key events grew 40%.
