Downtown Apartment Company is a boutique real estate broker specializing in properties in the Loop and immediate downtown area. It is a free service where apartment seekers can tour available properties in upscale neighborhoods like the Gold Coast, Streeterville, Lakeshore East and River North. They offer luxury apartments, penthouses, high-end lofts, etc., that are in close proximity to office and home, with easy access to local nightspots and amenities.
They came to us with the goal of increasing their visibility in organic search for apartment brokers. This would be a challenge in a saturated, competitive market, which also deals with a dwindling amount of properties to promote in Chicago. This would be an even more unique challenge considering the niche for which Downtown Apartment Company wished to appear.
We began by updating content on the site and meta-level data (URLs, page titles and descriptions). This initial SEO implementation, a standard tactic, did not see a substantial increase in organic traffic. Another tactic was needed to reach the goals desired by the client.
Our digital marketing team arrived at a content strategy that could help the company appear in more prominent positions in organic results for searches related to their targeted market and services. This meant creating unique content that addressed their targeted clients’ needs and that was optimized for searches related to their market niche.
Why Content Marketing?
Content strategy has risen in prominence because of the changes in Google’s ranking formulas, as well as updates such as Hummingbird. These updates are meant to penalize sites that do not provide content that matches an initial query, do not have unique content on their site or use less-than-savory techniques to rank for certain terms.
Content strategies involve building unique, full, and useful content on each topic and page on your site so as to return a useful item in organic results. If you create great content that matches the meaning of the original query, you will be more likely to appear in results, be linked to from other sites, and increase your authority on the topic.
With that in mind, the result was the creation of a series of PDF “living guides” that provide useful information on individual neighborhoods where Downtown Apartment Company properties exist. This included such items as geography, neighborhood map, local amenities, attractions, restaurants and entertainment venues. These were linked to the site, and also shared off-site on social sharing platforms like SlideShare and Scribd. This helped to increase Downtown Apartment Company’s link authority and reach.
These guides had a greater effect on rank as well as increased traffic numbers on site more than other techniques used. Here are some of the numbers:
The Results and Crucial Success Metrics:
Non-rankings Stats (Statistics related to activity on the website):
- Overall, over the last quarter, traffic went up 33%
- Organic Keyword Traffic up by 134.14%
- New User traffic went up by 246.43%
- Receiving 29.17% more contact submissions.
These combined efforts have improved the company’s acquisition strategy and an increased ROI in their marketing. Moving forward, we hope to continue to work with them in optimizing their website’s mobile experience and further navigating the economic challenges of our fair city. If you have questions about how to leverage content strategy for your business, feel free to give us a call at 312-801-7001.
“Their SEO process is great. Both my project manager and SEO Specialist have been a pleasure to work with. The SEO specialist I worked with has an abundance of knowledge not only in SEO, but so many things that I am unfamiliar with. He is a great asset to their team. The fact that we had already worked with ePageCity as a web company was important in helping us make our decision on the SEO company to go with, and the pricing was close enough with the competitors to give them the opportunity. Since working with them, we have seen positive changes in our site traffic and sales volume. I’d recommend their SEO services.”
– Benjamin W. Creamer | Managing Broker, Downtown Apartment Company