Localised SEO success for Vistry Group

Operating under Bovis Homes and Linden Homes, Vistry aimed to precisely target their locations, attracting fresh leads and new buyers.

The clear solution: implementing a localised SEO strategy.

Seeking to bolster their online visibility, Vistry focused on ranking for critical new build-related keywords. They partnered with IDHL, leveraging their expertise in performance marketing to drive lead generation, boost appointment bookings, and enhance rankings in key locations.

The housing market is a competitive industry and to rank at the top of the SERPs, you have to think smart. Looking at the data, it was clear that for Vistry to generate the results they wanted, keywords needed to be specific rather than general house-hunting terms, such as ‘houses for sale’. Deciding buyers typically fall into two categories, those wanting a new build and those not, we focused our keyword research on which ‘new build’ phrases would see us get to the top.

Taking our targeting one step further, we homed in on localised SEO, recognising that national rankings had little relevance for phrases that delivered such location specific search results. With Vistry Homes operating across the UK, our attention was on locations with clusters of developments where we could utilise localised SEO and drive leads. The aim was to rank for phrases such as “new builds” within our target locations, with a by product of also ranking for location specific phrases such as “new build Leeds”.

With a myriad of locations across the UK and a limited budget, we had to think tactically when it came to link building. Analysing page optimisation and content, if a location was ranking in the top 5, the need for outreach was minimal. Looking across the multitude of developments, we focused on which were deemed more competitive and, therefore, needed to work harder to make it to the top. Using this strategy, we found clear areas we needed to optimise and utilise outreach to boost performance.