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GP Real Estate is a real estate agency in Cyprus serving buyers from several countries, which meant a site in three languages - Russian, Ukrainian and English - each with its own search demand and competitors. The agency was building a new site and wanted the SEO strategy in place before development, not bolted on after launch. That is the right order and it is rarely followed.
The engagement was one month, scoped to deliver a complete strategy package the developers and writers could work from.
We started by studying the brief to understand the agency's goals, needs and market, then ran an in-depth analysis of GP Real Estate's main competitors - the agencies and portals ranking for property searches in Cyprus - to identify their strategies, weaknesses and the opportunities they left open. The keyword work followed: a semantic core for the site in three languages, with seven groups of keywords per language covering property types, locations, buyer situations (relocation, investment, holiday home) and the questions foreign buyers ask about purchasing in Cyprus.
From that research we produced specific SEO recommendations for building the site - technical, content and structural - and a detailed terms of reference for the programmers, designers and project managers with instructions for the necessary elements: URL structure per language, hreflang, property listing templates, location pages and internal linking.
The final deliverable was a set of SEO terms of reference for the content writers: detailed briefs for the new content in each of the three languages, with key topics, keywords and structure per page, so that the site would launch with content written for search from the first day rather than placeholder text to be optimized later.
Within the month GP Real Estate had a comprehensive SEO strategy for its new site: competitor intelligence, a trilingual keyword core, build recommendations and specifications for the development team, and writer briefs - everything needed to build the site right the first time.
The trilingual keyword research showed how different the three audiences are. English-speaking buyers search for investment property, permanent residency options and rental yield; Russian-speaking buyers search for relocation, schools and specific coastal towns; Ukrainian-speaking buyers, at that moment, searched for fast purchase and residence. A single translated set of keywords would have missed most of that. Seven groups per language, each built from that language's real demand, gave the writers material for pages that answer what each audience actually wants to know - and gave the developers a reason to build the language structure properly.
If you are planning a new site for a Vancouver business, the cheapest SEO you will ever buy is the strategy done before the build. North SEO's SEO Strategy service delivers exactly this package: research, structure, specifications and briefs, before a line of code is written.
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