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PropTech AI Search Case Study

323% AI Traffic Growth for PropTech Brand

+323% AI traffic

+52% Organic traffic

The Objective

The website’s organic traffic was fluctuating over the years, with one of the likely reasons being the AI Overviews release. The key pages of the website were attracting a significant amount of traffic, however it was converting poorly.

So the goal was to grow the existing traffic, make it more stable by future-proofing it against algorithm updates, and secure the website’s visibility in AI-driven search.

The Challenge

As revealed during the initial audit of the website, several major blockers were holding the client back from optimal performance in both search engines and LLMs: 

  • JavaScript-only navigation, which prevented search engine and LLM crawlers from finding and following internal links and indexing some pages behind the JS wall;
  • Duplicate content and duplicate pages, which created issues with cannibalization and indexation;
  • Keyword intent mismatch: lack of comprehensive informational resources, key commercial pages ranking for informational search intent queries which led to low conversion rates on these pages despite high traffic;
  • The sitemap did not include informational blog posts, which affected their indexing.

The Approach

We implemented the following strategy in order to fix the identified issues and grow traffic and engagement:

Technical SEO Fixes

  • Provided developer-friendly recommendations for switching JavaScript navigation to regular <a> links, which are easy for both LLM and search engine crawlers to follow;
  • Added Breadcrumbs to further facilitate website navigation and crawling;
  • Added Schema markup to facilitate crawlers’ “understanding” of key information about the business and its products;
  • Set up redirects for duplicate pages and broken backlinks;

Content Optimization

  • Removed duplicate content from key site pages and optimized them for AI visibility by organizing content into self-contained “chunks” and adding conversational-style subheadings and FAQs; 
  • Built a content plan focusing on informational content and positioning the brand as a reliable source and industry expert;
  • Introduced conversion elements to blog content, linking to key commercial pages;
  • Created a sitemap for blog content and uploaded it to Search Console;

Off-Site Optimization

Results at a Glance

As a result of implementing the strategy, we managed to achieve the following results:

  • 323.15% AI traffic growth: 
GA4 Traffic Acquisition Report Showing AI Traffic Growth by 300+%

 

  • AI traffic started participating in conversion paths that bring revenue:
GA4 report showing ChatGPT traffic contributing to purchase
  • 51.58% organic search traffic growth: 
GA4 Traffic Acquisition Report Showing Organic Search Traffic Growth by 50+%