Up Analytics helps VLIEG Makelaars grow 36% in local search
VLIEG has been around for forty-five years and has gradually grown to ten offices in the North Holland province of the Netherlands. VLIEG is serving both private and professional clients by offering financial advice, backed by years of expertise in specialised financial services.
The Situation
It is critical in the real estate sector to be present from the minute customers begin their search. Because many clients prefer to work with local firms, Local Search is an important “research channel” in the real estate industry. While customer retention and referrals are important sources of revenue for VLIEG, they are insufficient to achieve the company’s ambitious growth goals.. Therefore, it was vital for VLIEG to get included in the consideration set for new regional customers via Local Search. By gaining online visibility, VLIEG set the goal of driving more prospective clients to its offices and become a local leader in several sub-markets.
Alex Zörner, CEO of VLIEG
The Solution
VLIEG began by claiming and verifying all of their Google My Business entries. We wanted to own all information released and screen out user-generated content since trustworthiness is crucial. The primary need-to-know information is the correct operating hours and phone number. Customers would be driven to contact VLIEG in their chosen manner by the business description, address, and phone numbers.
Ranking for the right Local Search keywords
The second step was to ensure that Google was completely aware of all of VLIEG’s products and services in each of the locations. Otherwise, Google will have a difficult time sending the correct users. Real estate is the “umbrella industry,” or core category, for VLIEG. Because their business has various locations, it was necessary to group them together under the same categories yet separate them based on the services they provide. Some offices were more focused on real estate, while others were more focused on financial services. Google My Business supports a wide range of services, including residential and commercial brokerage, mortgages, and insurance, to mention a few.
Furthermore, we created individual landing pages for each listing so that customers could learn more about the offices if they needed to. The addition of authority for Local SEO came through optimizing VLIEG’s description and defining their service regions. Last but not least, we ensured that relevant photos were uploaded as that also has the potential to increase the company’s appearance from a user perspective.
The extra step towards increased visibility
All of the above increased the data’s hygiene and had a direct impact on visibility. However, for better Local Search results, companies should supply as much relevant information as possible. We required the company to adopt Google My Business wholeheartedly.
The introduction of an organizational strategy had a significant influence. Regular posting on VLIEG’s listings increased impressions by 17 percent. VLIEG also established systems for responding to reviews, with local managers taking responsibility for doing so. It’s a time commitment, but it pays off handsomely in terms of user experience.
The Results: 36% growth in local search impressions
We find a 36 percent rise in VLIEG’s Local Search impressions when comparing year-over-year statistics.
Consumers expect what they see on their phone to match what they see in the real world. Sometimes even when they are on the go. As a result, it is more important than ever for businesses to create a positive user experience on Local Search. VLIEG was able to take control of a crucial component of their customers’ journey and reach more potential consumers by implementing a few optimizations and new business processes around reviews and content.
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