Case Study:
Gaffsy
PROPERTY/YMYL
Driving SEO Success In A Competitive Property Vertical
The Project
Gaffsy approached us looking to improve their SEO positioning within the competitive space of buying homes for cash. With a particular focus on high volume keywords and also attracting mid to long-tail search, the brand was looking to improve visibility and therefore leads through improving SEO positioning and on-site optimisation.
Working with Gaffsy we were able to craft an effective SEO strategy which not only helped the brand to rank for new terms but also gave improvements to the existing ones. Within the first six months we were able to improve positioning for key targeted keywords, leading to an increase in overall targeted high-intent traffic to the website as well as a growth in link profile and visibility
Our Approach
Our approach for Gaffsy tackled both on and off-site SEO designed to improve the on-site salience and back this up with effective off-site Digital PR efforts, designed to improve what was a very low overall domain authority – something that was holding the website back substantially in the YMYL space.
Initially, we focused on improving on-site content by better matching intent and salience for key pages, as well as reworking the internal linking structure to build out guide-style content and pillar posts designed to enhance the overall topical relevance for key pages.
We followed this up by identifying new areas of focus, including specific reasons for house sales which the website wasn’t currently targeting, allowing us to broaden our visibility and improve our brand presence in front of the target market.
Digital PR & Link Acquisition
From a Digital PR perspective, our approach focused on utilising reactive newsjacking to identify key topical areas where we could put the client at the centre of the conversation. In turn, this allowed us to improve not just the link profile, but also the topical relevancy of the brand while also growing brand awareness within a crowded market.
Topics that we covered included a reactive piece around loft insulation, looking at the legal implications of CCTV regulations, mould removal tips, fortnightly mortgage payments, property red flags and talking about the value of homes. By providing expert commentary we were able to land links across top tier publications including Metro, The Sun, Express and The Mirror.
As a result of our link coverage, we were able to establish a more credible link profile which in turn helped to build out key E-E-A-T signals in an industry which is heavily driven by trust, sitting within YMYL.
Our Coverage
'I'm an expert - this simple 2-minute loft insulation move could save you £300 in 2025'
Millions of households are putting Christmas decorations back in the loft this week, so there is no better time to make sure your house is properly insulated.
Rents are still skyrocketing in London — would a cap from Labour make a difference?
From sky-high deposits to eye-watering monthly rates, it’s no secret that renting in London is a wildly expensive – and often unhinged – ride.
KEY TO SUCCESS The 75p trick that only takes one second to do but will keep your home warmer during winter
WITH Christmas just around the corner, any chance to save some money on energy bills is more important than ever.
People urged to check for 'tell tale' sign their home is losing heat
The property experts at Gaffsy believe now is the perfect time to check your home - and there is a simple way to do so
The Results
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