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A Successful Local SEO Campaign for a Washington, D.C. Based Property Management Firm
The Story of Nomadic Real Estate
Nomadic Real Estate was founded in 2005 by brothers Joe and Ben Rieling to provide leasing, property management and sales services to individual owners or investors of residential property in Washington D.C., Northern Virginia, and parts of Maryland. Given that the DMV is a hyper-competitive region for residential management and sales, they needed a means to distinguish their brand from their many competitors.
Nomadic Real Estate came to Direction in 2018 for a full-service local SEO campaign that would help them develop their online reputation to effectively reach their target audience everywhere they’re searching for their products and services online.
Strategic Content Creation
When Nomadic Real Estate came to Direction their web presence was largely underdeveloped. They were lacking the content needed to rank for the competitive keywords that would drive traffic and sales. So, we got to work crafting an extensive content strategy that would expand their keyword coverage and provide value to their audience without infringing upon a direct sale.
Our plan was to balance service page coverage with service area coverage and blog content to create a sustainable web presence in Washington, D.C., Maryland, and Virginia. We covered topics both related and unrelated to property management. Most notably, we built Nomadic Real Estate into a lifestyle resource for residents and visitors in their target areas by speaking to topics such as “best happy hours in bethesda,” which ranks in position 1 on Google.
To fast-track search engine rankings, we also implemented an aggressive backlink strategy, which has improved their domain authority and been a great resource of referral traffic.
All-in-all, our content strategy has produced immense results. As of November 2021, they rank for 15.6k keywords —186 of which rank position #1 for a variety of high-intent, competitive keywords, making them the most authoritative voice in their niche.
Local Search Relevancy
In addition to our ongoing content strategy for Nomadic Real Estate, we also made a concerted push to expand their local presence through local search marketing tactics.
We immediately created and optimized a location profile in our local SEO software, Direction Local. We synced our system with their verified Google My Business listing, using this business information as the standard for all other online citations.
From there, we submitted their business information to our powerful network of niche directories, allowing them to capitalize on traffic from third-party listing sites, such as TripAdvisor, FourSquare, Bing Places, Apple Maps, and more.
This level of consistency sent trustworthy signals to Google Search and Google Maps, which has resulted in stronger local SERP rankings and more exposure on maps apps and voice search technologies, like Siri and Cortana.
Since creating a location profile on Direction Local, Nomadic Real Estate has seen 1.3 million impressions on Google Search and Google Maps, has been discovered on 770.6k local queries, and generated 44.2k actions in the form of website clicks, requests for directions, and phone calls.
The Impact
The success we generated for Nomadic Real Estate had such massive ROI that they were able to fund a second business — a tenant screening application software — which, when launched, will be marketed by Direction.
Here’s what Devin Henry, Nomadic Real Estate’s Director of Sales and Marketing, had to say about Direction Local [read full review]:
“Really great tool. I am usually a bit skeptical regarding local SEO audit tools but this one I started to use regularly. It covers all important SEO elements, it’s fast and user friendly. It’s also my new favorite way to manage reviews that come from the same dashboard.”