Real estate / Visibility
Search visibility built for investors, not browsers
The challenge
Commercial real estate searches are low in volume and high in consequence. Buyers, tenants and investors research quietly, compare a small set of brokerages, and rarely fill in a form on the first visit. Stance had almost no organic footprint against those searches. Its keyword coverage was built around generic real estate language rather than the terms investors and business owners actually use, the site carried little authoritative content, and it barely surfaced in the local results that decide who gets the call.
- Market
- Real estate
- Capability
- Visibility
- Client
- Stance Commercial Real Estate
The outcome
0%
Increase in organic search clicks YOY
Result
Exponential
Growth in search impressions
Result
Top rankings
For high-value commercial real estate terms
What we did
Keyword research came first. High-value commercial terms were mapped to the people behind them, investors evaluating returns, business owners looking for space, and brokers comparing market data, so every page had a defined buyer and a defined job.
Technical work cleared the way. Crawlability issues were resolved, page speed improved, and mobile rendering tightened so the new content could be discovered and indexed without friction.
On-page optimization followed across title tags, meta descriptions and internal linking, giving the site a structure that concentrated authority on the pages tied to transactions rather than spreading it thin.
Editorial content carried the authority. Articles on market trends, cap rates, investment strategy and leasing insight positioned the brokerage as a source rather than a listing feed, while location pages captured submarket demand.
Performance data drove the roadmap. Engagement, ranking movement and conversion behavior determined which topics were expanded, refined or retired, compounding results month over month.
Organic clicks grew 2,901% year over year, impressions rose alongside them, and the inquiries reaching the team shifted toward serious investors and property seekers rather than casual traffic.
Performance data then decided what to publish next.
Rank for the deal, not the category
The program started with keyword research grounded in how investors, tenants and owners describe their own decisions, then rebuilt the site's technical and on-page foundation against those terms. Authoritative editorial covering cap rates, leasing dynamics and investment strategy gave the brokerage something worth ranking, and location-specific pages captured intent tied to individual submarkets. Performance data then decided what to publish next.
In commercial brokerage, one qualified inquiry can outweigh a year of general traffic. The content has to match the transaction.
Markets
Let's make your expertise findable
Tell us who you need to reach and what a qualified inquiry is worth. We will build the search and content program that gets you there.