Delivering organic growth for Shared Ownership

Shared Ownership is a government-backed scheme that helps people buy their own home by purchasing a share in the property and paying rent on the other part. Places for People wanted to make their Shared Ownership offering more visible on organic search.

Highlights

+72%

New Users

+22.7

Average Position

+53%

Impressions

+68%

Clicks

The brief

Places for People have a fantastic, affordable Shared Ownership solution that enables people to get onto the property ladder. They already had an existing page, but it wasn’t as visible as they’d like – they briefed us with a new ‘Shared Ownership’ campaign to drive performance.

The team at No Brainer was asked to review the current page and come back with what the page needed to look like, its structure, and ultimately rewrite/optimise the content to drive an increase in performance.

We had a 3 month window of time to deliver the work and start driving results.

What we did

Analysed competing Shared Ownership provider content that are ranking highly for key terms
Wireframe how the SO page should be structured
Identified the keywords we’d be targeting and likely to rank for
We identified the need for ‘local’ pages based on search demand that Places for People could tap into
Wireframed local pages
Created in-depth content for the central/hub SO page along with the local pages
Wrote detailed blogs on/around the Shared Ownership topic that linked to the key page

The results

Within 3 months of the campaign going live:

8x pieces of highly optimised content
Average positions increased by +22.7 places
Impressions increase by +53%
Clicks to the campaign saw an increase of +68%
Organic traffic increase by +59%
New Users increased by +72%

As part of our work with Places for People, we also:

Created a template that works – providing a framework for success beyond this campaign
Updated the location of these key pages to make them easily found and indexed
Audited internal links to ensure related pages linked to the Shared Ownership hub
Upskilled and collaborated with a wide variety of stakeholders

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