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Laguna Real Estate – September 2022 Monthly Report

Oct 7, 2022

Manager

The SEO campaign saw small but promising wins in September, although the Google Ads campaign did see some setbacks. Website traffic is up by 3.0%, with a peak of 1,265 users on 23 September. Average session duration is also up to well over a minute, which is pleasing to see. About 23.9% of user traffic came through organic search channels, while a small but notable number came through CPC (Cost Per Click) channels. The site’s average SEO rank continues to rise, up by 3.1% to 4.8 overall. Keyword performance has been very steady – very promising. On the other hand, the Google Ads campaign experienced some challenges. Due to the Google Tag Manager code being removed from the website, the campaign saw a drop in conversions. We were also unable to track form submissions and calls, and do not have access to the backend. However, we do not recommend pausing the campaign so it doesn’t lose momentum since it’s been gaining over 20 conversions on average per month for the past 4 months. In September, we reinstalled the Google Tag Manager and tested tracking, as well as performed regular optimisations such as updating the negative keywords list. We also performed off-page strategies to maintain – if not improve – website authority. This October, we will continue these off-page optimisations, as well as monitor conversions and update the negative keyword list.

SEO Analysis

  • 7 keywords ranking in top 3 (first page) results
  • 4 keywords ranking in top 4-10 (first page) results
  • Keyword ‘real estate agents Tewantin’ ranking in 9th position (first page)
  • Keyword ‘Noosa Heads real estate agent’ ranking in 4th position (first page)
  • Keyword ‘Noosa real estate agent’ ranking in 2nd position (first page)
  • Keyword ‘real estate agent Noosa’ ranking in 5th position (first page)
  • Keyword ‘Noosa real estate’ ranking in 12th position (second page)
  • Keyword ‘Noosa Heads real estate’ ranking in 12th position (second page)
  • In September, the SEO campaign focused on off-page optimisation strategies to help maintain, if not improve, the site’s authority, relevance, and trustworthiness.
  • Through the month of October, the SEO campaign will continue to focus on off-page optimisation and link building strategies to help improve the site’s keyword rankings, authority, and relevance.

    • Google Ads Analysis

  • 10 Conversions
  • 473 Clicks
  • 26.05% CTR
  • 2.11% Conversion rate
  • September has been challenging for Google Ads. The campaign saw a sudden drop in conversions. Upon investigation, it was found that the Google Tag Manager code has been removed from the website. Along with this, form submissions and calls made through the website could not be tracked. Furthermore, we have lost access to the backend where we once set up the Google Tag Manager code.
  • However, we recommended to keep the campaign running instead of pausing it. The reason for this is because although we cannot track website conversions, the average monthly conversions coming from form submissions in the past 4 months have been over 20. Pausing the campaign would put the campaign behind competitors and its momentum.
  • For September, we reached out to the Box+Dice Technical Support team, which is the website’s content management system (CMS), and gave them instructions on how to reinstall the Google Tag Manager code on the website head and body tags. Once the codes were implemented again, conversion tracking retesting was performed to ensure that form submissions and calls made through the ads can be tracked successfully. Furthermore, we prepared tracking through Google Analytics 4, which would be the new standard for 2023. We also reached out to Brad Vickers, who manages the other domain https://lagunanoosaholidays.com.au/, to also install Google Tag Manager. Finally, we performed regular optimisations such as adding low intent search terms in the negative keywords list.
  • With that being said, the plan for October is to monitor the website conversions of the campaign. We will also continue adding irrelevant, low intent, and competitor search terms in the negative keyword list.

    • Laguna Real Estate – August 2022 Monthly Report

    Sep 7, 2022

    Manager

    Results have been largely positive for August, although the campaign did face some challenges. User traffic did not continue the trend from July, although the total number of site visitors remains well over 8,000 for the month. The overall trend was relatively high as well. About 55% of website traffic came through organic (SEO) channels, with a small but notable number of CPC (Cost Per Click) users. In terms of SEO performance, there was a welcome 1.6% increase in the site’s average SEO rank, and keyword performance has been steady. One keyword to note is ‘Noosa real estate agent’, which is up from 7th into 2nd! Meanwhile, the Google Ads campaign saw several wins. A significant number of conversions occurred mid-month, mostly through enquiries and calls through ads. There may be additional conversions for the month due to the 4-day delay in reporting data. Moreover, Google’s Insights recorded a rising trend in real estate agents and brokerage searches in the campaign’s target locations. In August, we focused on-page optimisations on the ‘Noosa Heads real estate’ keyword, which currently ranks 11th. We aim to bring it closer to Google’s first page since it has a high monthly search volume. For Google Ads, we will update the negative keywords list and test a Holiday Accommodations ad group to encourage traffic and conversions.

    SEO Analysis

  • 7 keywords ranking in top 3 (first page) results
  • 4 keywords ranking in top 4-10 (first page) results
  • Keyword ‘real estate agents Tewantin’ ranking in 9th position (first page)
  • Keyword ‘Noosa Heads real estate agent’ ranking in 4th position (first page)
  • Keyword ‘Noosa real estate agent’ ranking in 2nd position (first page), up from 7th position (first page) previously.
  • Keyword ‘real estate agent Noosa’ ranking in 6th position (first page)
  • Keyword ‘Noosa real estate’ ranking in 11th position (second page)
  • Keyword ‘Noosa Heads real estate’ ranking in 11th position (second page)
  • In August, the on-page optimisation focused on the keyword ‘Noosa Heads real estate’ as it has a significant amount of monthly searches and has yet to gain solid rankings. The goal is to bring it closer to the first page of Google search results.
  • Through the month of September, the SEO campaign will focus on off-page optimisation strategies to help improve how Google and users perceive the site’s authority, relevance, and trustworthiness.

    • Google Ads Analysis

  • 35 Conversions
  • 656 Clicks
  • 21.72% CTR
  • 5.34% Conversion rate
  • August has been great for the Google Ads. The campaign saw the most conversions mid-month, mostly coming from enquiries and calls through the ads. Furthermore, there can be additional conversions later since it takes about 4 days after an impression for most of the conversion data to be reported.
  • Although the campaign metrics were similar to July, Google’s Insights recorded a growing trend towards real estate agents and brokerage searches in the campaign’s target locations.
  • For August, we optimised the campaign’s location targeting. We also added low intent keywords and competitors in the negative keywords list. Finally, we added new keywords related to rentals with added locations. Aside from the business offering this and being a repeat source of revenue, there was also significant traffic related to these terms.
  • With that being said, the plan for September is to continue adding irrelevant, low intent, and competitor search terms in the negative keyword list. We will also test a Holiday Accommodations ad group to encourage traffic and conversions in the https://lagunanoosaholidays.com.au/ domain if there is significant search volume and projected trend for holiday property rentals.