Share to Buy is an independent website portal which acts as a central hub for “shared ownership” properties across the UK. After establishing a prominent role in their sector, they us with a brief to completely assess our current SEO proposition and push them further forward.
The Growth Challenge
Our objective was to solidify and futureproof the brand’s status as the market leader for “shared ownership” search terms online. In addition, we tasked ourselves with increasing the number of leads generated on the website from just under 5,000 per month, to an average 7,500.
Our audience for Share to Buy is the same as those who are looking at shared ownership properties. First-time buyers typically aged between 25-39with a household income of below £90,000. Share to Buy’s existing strategy was to target this audience at the start of their search, using educational content, and at the browsing and enquiry stage, using London-centric content pages set up to target the most obvious geographic areas first-time buyers typically struggle to buy homes in.
Examining the main target keywords for the brand, we found they were often usurped in rankings by highly authoritative sites like Moneyadviceservice, Uswitch and the Government-backed Help To Buy website.
The London-centric pages were ranking highly in one or two instances but did not cover enough key areas to disrupt established portals like Rightmove or Zoopla which offered shared ownership houses as well.
MediaVision helped Share to Buy become the dominant force in a competitive online property market through strategic technical SEO, creative content and digital PR. The brand surpassed existing market leaders and solidified itself as the home of shared ownership in the UK.