CASE STUDY OVERVIEW

MACKENZIE SMITH

SEO SERVICE PROJECT

Mackenzie Smith is one of the largest estate agents in Hampshire, with an incredible track record spanning over 30 years.

They are at the heart of Fleet, where the company was founded, and now cover the area with 7 high-end branches.

THE CLIENT BRIEF

We have worked with Mackenzie Smith for many years. Our initial brief was to help compete in the local area of each branch. They were often between the 5th and 10th position in organic ranking for key search terms and moving into the top 5 on a permanent basis was the target.

As the search visibility progressed and the business continued to grow, new branches were on the horizon in Yateley and Aldershot. The launch of these branches required quick visibility in search engines to establish a foothold in the area.

THE STRATEGY

All strategy work begins with research. Looking at the search landscape, we could see it was a mix of large estate agency chains and local one-branch estate agents that occupied the top positions. We collectively analysed the pros and cons of each competitor’s information architecture (IA), as Mackenzie Smith is sized between these companies and could replicate either if it was deemed beneficial.

Once the IA was correct, we had the foundations to move on the technical SEO phase of the strategy. An assessment of the site quality, internal link structure, page speed and UX on all devices was conducted. This provided a clear list of priorities to work on.

From this point, it was time to look at content and off-page local ranking signals. Here, we built a short, medium and long term list of objectives to achieve, which will form foundations to rank simultaneously in the top organic positions across all branches of the business.

WHY THEY CHOSE CRESCAT DIGITAL

Having worked on some ad hoc projects in the past, Mackenzie Smith and Crescat Digital have had a long-standing business relationship built on trust and shared values. Year on year, we have delivered on goals, and continued to help grow the business to the next level.

We have been continually impressed with the quality and results of Crescat's work, particularly when we opened our Yateley branch. They got us to #1 in half the time that they said they would!

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GROWTH RESULTS

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69.81% increase in new users from Organic Search

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2 new branches added to the business

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