SUCCESS STORIES

Achieving Some 'Real' Estate Results with Eynesbury Estate

Eynesbury Estate is a growing community of more than 3,000 residents, just 40 minutes from Melbourne's CBD. Surrounded by forest and home to a world-class golf course, the historic Eynesbury Homestead and its restaurants, it's a place to live and a place to visit.

When Resimax Group took ownership of the estate in 2019, they set out to build a strong, welcoming community spirit for residents and visitors alike. The estate's website had a big part to play, helping people discover both the land for sale and everything there is to enjoy at Eynesbury.

In 2021, the Eynesbury marketing team set out to make sure everyone looking for a new home or a great day out could find them on Google.

Want results like this?

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81%

increase in organic users

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213%

increase in keyword base

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186%

increase in first-page keywords

The Need

Eynesbury's website already had landing pages for houses and land, but they were light on content and weren't ranking for the searches that mattered most. The team wanted to reach people looking to move out of the city and buy a new home or land, and to show off the estate as a destination worth the drive.

The key objectives:

More organic traffic
- Grow organic users by 50% year on year.
A bigger keyword base
- Double the total keyword base and grow first-page keywords by 50%.
Content that informs
- Create rich, helpful blog content to reach a wider audience.
A bigger share of search
- Grow Eynesbury's presence in the housing development market.

The Plan

With a sound technical foundation in place, the plan centred on content: richer landing pages, helpful blogs and pages built around Eynesbury's events.

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Richer landing pages

Expand the house and land pages with helpful content and FAQs.

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Search intent research

Target the keywords buyers actually use, like "land for sale" and "real estate".

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Long-form blogs

Publish evergreen blogs that show Eynesbury's knowledge of buying a home.

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Event pages

Use Eynesbury's seasonal festivals to draw visitors from across Melbourne.

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Landing pages with substance

We reworked the house and land pages around keywords like "land for sale" and "real estate", adding detailed content and FAQs that answer the questions buyers ask. The homepage gained a clear H1, an optimised title tag and expanded content about the land, community and golf course.

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A blog that builds authority

We researched topics, wrote briefs and delivered long-form, evergreen blogs each month. The first blog, a guide to buying house and land packages, went live in December 2021 and now ranks for 219 keywords, 17 of them on page one of Google.

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Festival season

Eynesbury runs a Summer Festival from November to March and a Winter Festival in June and July. We filled the festival landing pages with content targeting the features of each event, giving people across Melbourne a reason to visit.

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Pages light on content

The landing pages had a great structure but little to rank with. Detailed content and FAQs gave Google, and buyers, much more to work with.

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Ranking for the right words

Many of the site's top keywords didn't match what buyers were searching for. Search intent research put the focus on the terms that bring in future residents.

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A destination, not just an estate

Eynesbury is a great place to visit as well as to live. Festival pages and blogs helped share its hidden gems with a wider audience.

The Results

Comparing August 2022 with August 2021, the results showed the content strategy was paying off.

Organic users up 80.82%: Organic users grew 80.82% year on year, well above the 50% goal.

Keyword base up 213%: The total number of keywords the site ranks for grew 213%, more than three times its starting size and well beyond the goal of doubling it.

First-page keywords up 186%: Keywords on the first page of Google grew 186%, more than three times the 50% goal.

Festival traffic: In June 2022, as the Winter Festival got underway, organic users grew 181.9% month on month.

Top rankings: Eynesbury ranks first for "eynesbury house and land", the house and land blog ranks first and appears as a featured snippet for "what is a house and land package", and the new townhouse page reached page one for "townhouses".

81%

Increase in organic users

213%

Increase in keyword base

186%

Increase in first-page keywords

The Conclusion

Eynesbury Estate has so much to offer: land and homes for sale, a welcoming community, a historic homestead and a world-class golf course, all just 40 minutes from Melbourne. The challenge was making sure the people looking for exactly that could find it.

Rich landing pages and FAQs helped buyers find the right house and land options. Monthly blogs showed Eynesbury's knowledge and grew the keyword base month after month. And festival pages turned seasonal events into a reason for people across Melbourne to visit.

In a year, organic users grew 81%, the keyword base more than tripled and first-page keywords grew 186%. With the campaign still going, every new page and blog keeps adding to that growth.

+81% organic users. +213% keyword base.
Real results for a real estate destination.

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Client success:

81%

increase in organic users

213%

increase in keyword base

186%

increase in first-page keywords

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378%

Increase in number-one keyword rankings

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Achieving Some 'Real' Estate Results with Eynesbury Estate

The Need

The Plan

The Execution

The Challenges Overcome

The Results

The Conclusion

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