SEO-promotion of the website for the sale of villas in Paphos

Start of work

Before starting the promotion of the website for villas for sale in Paphos, Cyprus, initial activities were carried out and a plan of action was developed:

1. Technical audit of the website and elimination of key SEO errors.
2. Formation of a semantic kernel and creation of a website structure taking into account queries on villa sales to expand the reach of the target audience.
3. Optimising landing pages and highlighting key sections for further development.
4. Detailed development of Usability to improve user interaction and increase conversion rates.

Implementation of the promotion plan

The first stage of the work was a detailed audit of the site. As a result of the analysis, the following errors were identified:

• Low site loading speed. This slowed down user interaction and increased bounce rates. To improve conversions and reduce bounce rates, the page load speed was increased.
• Lack of 404 page. Previously, users would leave the site when navigating to a remote page. Adding a page with a correct 404 error allowed users to be directed to working pages and continue their search.
• Incorrect use of H3 headings. The names of villas and sections on the site should have been styled as plain text with styles preserved, rather than via h3 headings.
• Lack of CNCs (human-understandable URLs). Previously, page URLs contained dynamic parameters, which made indexing difficult. We set up correct CNC URLs to improve SEO.
• Incorrect sitemap.xml file. The sitemap contained errors and pages with 404, 301 codes, and other inappropriate elements. We corrected the file to more accurately display pages with code 200.
• Incorrect configuration of pagination pages. Pagination pages were missing canonical URLs, and had duplicate text and unoptimised meta tags. These errors were fixed to prevent duplicate pages in the search engine.
• Unoptimised metadata and H1 headings. Almost all pages on the site did not have an H1 header. We developed and implemented a semantic kernel to create proper headings and meta tags, which improved the site’s visibility in search engines.
• Internal redirects. Having a lot of internal redirects was slowing down the site. We replaced the pages with 301 response code with the correct ones, which improved the speed and stability of the site.

Further work

• Semantic Core Preparation. We researched keywords for the main area — sale of villas in Paphos, which allowed us to compose effective meta tags for Title, Description and H1 on the promoted pages.
• Content Optimisation. Sales texts were written for the commercial pages of the site, including detailed keywords and content structure to improve SEO. Relinking was also set up for proper weight transfer between pages.
• Usability work. We analysed competitors and improved elements of the site interface, such as displaying villa cards, functional «Buy» button, as well as implemented micro markups to increase CTR (breadcrumbs, Local Business, Organisation and Product).
• Link Factor. Posted links in directories and forums, and develop the blog by adding useful articles and information about property in Paphos to attract more traffic.
• Link procurement. To strengthen the link profile of the site were purchased links from good sites, which increased the authority of the site in search engines.

Results

Before the start of the works we recorded the following indicators:

Indicators BEFORE the start of work:

Traffic:

Visits: 6027

Visitors: 5473

Positions in top 10: Google: 60%

Performance at END AUGUST 2023:

Traffic:

Visits: 8059

Visitors: 7001

Positions in top 10: Google: 80%

Dynamics of positions since the beginning of Google promotion

Comparison of performance during peak seasonal traffic

Search traffic metrics for April 2022

Visits: 9449

Visitors: 8276

Search traffic figures for April 2023

Visits: 12807

Visitors: 11387

Percentage growth — 35.53%

Dynamics of traffic from search engines since the beginning of work

After the initial optimisation and elimination of major technical errors, the site began to show an increase in search traffic. This is the result of a comprehensive approach to SEO promotion. The work continues, and our goal is to further increase traffic and improve positions in the search results.

Conclusion

SEO is a long-term process that requires consistency and flexibility. Despite the highly competitive property market in Paphos, our strategy based on in-depth website optimisation is yielding positive results. However, it is important to realise that sustained and meaningful improvements take time and ongoing project work.