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Laguna Real Estate – February 2022 Monthly Report

Mar 7, 2022

Manager

In February, we saw mixed but still pleasing results for both the SEO and Google Ads campaigns. Site traffic went through a marginal dip of 6.2%, but the overall trend saw a high peak towards the middle of the month and ended on an upward note. A significant number again arrived through organic (SEO) channels – over 3,000 this time, with almost all of them new. The site’s average rank saw another favourable rise by 1.4%, with more keywords now in the top 3 spots! March will see us focus off-page strategies on GMB listings, particularly for ‘real estate agents Tewantin’ and ‘Noosa real estate’. For Google Ads, we did see a drop in Clicks and Click Through Rate (CTR), but Conversion Rate has risen by 6.3% overall. We will further optimise ad copy in March and add more trust elements to manage searchers’ expectations on the landing page.

SEO Analysis

  • 4 keywords ranking in top 3 (first page) results, up from zero in the previous month
  • 9 keywords ranking in top 4-10 (first page) results
  • Keyword ‘real estate agents Tewantin’ ranking in 3rd position (first page
  • Keyword ‘Noosa Heads real estate agent’ ranking in 4th position (first page)
  • Keyword ‘Noosa real estate agent’ ranking in 6th position (first page)
  • Keyword ‘real estate agent Noosa’ ranking in 7th position (first page)
  • Keyword ‘Noosa real estate’ ranking in 9th position (first page)
  • Keyword ‘Noosa Heads real estate’ ranking in 9th position (first page)
  • In February, we focused our on-page strategy on the keyword ‘real estate agents Tewantin’ and we expect its ranking to improve in the coming weeks.
  • Through the month of March, we plan to focus our off-page strategy on the GMB listings with a focus on keywords ‘real estate agents Tewantin’ and ‘Noosa real estate’ to further boost their ranking in the Google Maps results.

    • Google Ads Analysis

  • 21 Conversions
  • 689 Clicks
  • 17.53% CTR
  • 3.05% Conversion rate
  • February has been great for the Google Ads campaign as we were able to get the same total conversions as in January.
  • However, we have noted a 34.99% increase in overall cost per click that resulted in a 33.02% increase in cost per conversion. This means that competitors are bidding more aggressively to have their ads shown and get leads from the paid Google search results.
  • For February, we submitted an appeal on the unverified phone number ad extension 1800 357 528 and added the sitelink extension Holidays In Noosa to improve trust in the business once Google decides to display these extensions in the ads.
  • With that being said, the plan for March is to further optimise the ad copy to improve relevance, avoid any disconnect with the landing page, and add more trust elements and benefits. This would really help with setting the searcher’s expectation on the landing page and the actual service based on the ad.

    • Laguna Real Estate – March 2022 Monthly Report

    Mar 7, 2022

    Manager

    The SEO and Google Ads campaign experienced some setbacks in March, in part due to the issue with payment issues which affected clicks and conversions. User traffic again saw a marginal 2.9% drop, but the overall trend remained high and ended on an upward note. We again saw over 3,000 users arriving through the organic (SEO) channels – very favourable, as is the increase in average session duration. The site’s SEO rank did take a drop, however, by just 7.2%. Still, we’ve sustained our keyword performance, which is very positive. April will see us focus our optimisations on the ‘noosa heads real estate’ target keyword to boost its organic search ranking. In terms of Google Ads performance, the payment issue affected conversion rate and cost-per-click, although the click-through rate did increase by 2.2%. We will monitor the payment system this month, alongside adding search terms to the negative keyword list.

    SEO Analysis

    • 5 keywords ranking in top 3 (first page) results
    • 8 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 7th position (first page)
    • Keyword ‘real estate agent Noosa’ ranking in 8th position (first page)
    • Keyword ‘Noosa real estate’ ranking in 9th position (first page)
    • Keyword ‘Noosa Heads real estate’ ranking in 10th position (first page)
    • In March, we were able to create and post SEO optimised content for the Real Estate Agent Noosa GMB listing in order to gain more service and location relevance with Google. The post can be viewed here:https://bit.ly/3twmnlF.
    • Additionally, we were able to create and post SEO optimised content for the Real Estate Agent Tewantin GMB listing in order to gain more service and location relevance with Google. The post can be viewed here:https://bit.ly/3NdA6FH.
    • Through the month of April, we plan to focus our on-page strategy on the keyword ‘Noosa Heads real estate’ as it is trailing behind all the other keywords in terms of ranking in Google search results.

    Google Ads Analysis

    • 4 Conversions
    • 307 Clicks
    • 18.31% CTR
    • 1.30% Conversion rate
    • March has been challenging for the Google Ads campaign as we encountered payment issues for more than two weeks and only got fixed on the 23rd. Due to lost opportunities, the conversion rate dropped by 59.19% and the cost per conversion spiked by 186.25%.
    • However, we immediately got 2 conversions once the ads were being delivered again.
    • With that being said, the plan for April is to continue adding irrelevant, low intent, and competitor search terms in the negative keyword list. We will also seek further optimisations to recover the performance of the campaign and monitor if the next payment on the 23rd will proceed without issues.