EDC-gruppen
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The work made for EDC-gruppen runs to 2 verified projects — mostly DDA2018, Strategy and SEO.
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Strategic SEO for edc.dk
Edc.dk is today, Denmark's largest residential site for the 11th year in a row. A position that has been largely achieved and maintained through a very strong and continuous focus on Search. The reason for the significant focus is that marketing investment among the major broker chains is constantly increasing in the fight to become the customer's preferred broker, and one of the key points in the customer's journey towards choosing a broker is internet searches. Therefore, there is a lot of competition for the most relevant paid keywords, and competition for the organic search results increases year by year. Therefore, the marketing department's focus is on the full support of SEO management, and it is an integral part of the daily work, the monthly reporting, and the management discussions of EDC's strategic development. The strategic decision: Edc.dk must show all housing in Denmark In order to meet the market demands, stand out from the competition and reach the interested Danish residents as early as possible in the search phase, in 2012 EDC makes the strategic decision that edc.dk should not only exhibit homes for sale at EDC but all homes in Denmark. That is also the homes for sale at competing broker chains - and homes that are not for sale. This strategic focus establishes edc.dk as a relevant and relevant housing site for all interested parties. An important focus area in connection with gathering all homes on edc.dk has been from the beginning that edc.dk must be as search engine optimized as possible. One is to have all homes on edc.dk - but users must also benefit from it and be able to find them easily. It's all about getting the customer first. The strategic decision results in a number of key objectives with a strong focus on SEO. It is about: • increasing the amount of content for local housing-related searches • increasing the amount of organic traffic and the business return thereof • resource-streamlining our work on SEO through intelligent automation. EDC Thomas Sønderstrup Marketingchef Gitte Koefoed Mikkelsen Search Marketing Specialist DANSK Baggrund ROI: Strategisk satsning på Search skaber kontinuerlig vækst i Danmarks største ejendomsmæglerkæde Edc.dk er i dag for 11. år i træk Danmarks største boligsite. En position, der i høj grad er opnået og fastholdt i kraft af et meget stærkt og kontinuerligt fokus på Search. Baggrunden for det markante fokus er, at marketinginvesteringerne blandt de større mæglerkæder konstant bliver øget i kampen om at blive kundernes foretrukne mægler, og et af de centrale punkter i kundens rejse mod at vælge mægler er internetsøgninger. Derfor er der stor konkurrence om de mest relevante betalte søgeord, ligesom konkurrencen på de organiske søgeresultater øges år for år. Derfor har marketingafdelingens fokus på SEO ledelsens fulde opbakning, og det er et indsatspunkt i det daglige arbejde, den månedlige rapportering og de ledelsesmæssige diskussioner af EDC’s strategiske udvikling. Den strategiske beslutning: Edc.dk skal vise alle boliger i Danmark For at imødekomme markedskravene, skille sig ud fra konkurrenterne og nå de boliginteresserede danskere så tidligt som muligt i søgefasen, træffer EDC i 2012 den strategiske beslutning, at edc.dk ikke alene skal udstille boliger til salg hos EDC men alle boliger i Danmark. Det vil sige også de boliger, der er til salg hos konkurrerende mæglerkæder – og boliger, der ikke er til salg. Dette strategiske fokus etablerer edc.dk som et relevant og vedkommende boligsite for alle boliginteresserede. Et væsentligt indsatsområde i forbindelse med at samle alle boliger på edc.dk har fra start været, at edc.dk skal være så søgemaskineoptimereret som overhovedet muligt. Ét er at have alle boliger på edc.dk – men brugerne skal også have gavn af det og let kunne finde frem til dem. Det handler om at komme først på kunden. Den strategiske beslutning udmønter sig i en række væsentlige målsætninger med stort fokus på SEO. Det handler om at: • udbygge mængden af indhold til lokale boligrelaterede søgninger • øge mængden af organisk trafik og det forretningsmæssige afkast heraf • ressourceeffektivisere vores arbejde med SEO gennem intelligent automation. Løsning At opnå målet med at etablere edc.dk med alle boliger i Danmark og sikre et fremtidssikret søgeoptimeret fundament har betydet tre væsentlige digitale investeringer: BBR-registerintegration – alle boliger på edc.dk For at kunne vise alle boliger på edc.dk bygger vi en integration til BBR-registret, så vi indekserer alle boliger – uagtet om de er til salg eller ej. Det betyder, at der nu er Google-indekseret over 2,5 millioner unikke boliger på edc.dk. Automatisk opdatering af boliger – fremtidssikret systematik Vi etablerer en automatiseret løsning for at gøre det muligt at skalere produktionen af relevant indhold, så vi er til stede i alle boligrelaterede søgninger. Løsningen er en struktureret tilgang og en specialtilpasset, fuldt automatiseret integration til vores CMS, som på baggrund af en række datakilder selv opbygger relevant indhold på tværs af boligrelaterede behov og søgeforespørgsler. Alle sider bliver automatisk tagget og metatagget, så de har de bedste betingelser for at kunne læses af de store søgeportalers crawlere uden at kræve yderligere vedligehold. Derudover bliver edc.dk automatisk opdateret med den seneste kategorisering af boliger fra BBR-registret, boliger til salg fra Boligsiden og boliger til leje fra BoligPortalen. Lokale søgninger For at forbrugerne får det mest relevante indhold på den specifikke søgning har vi stort fokus på automatisk at rangere højt på lokale søgninger. Derfor indekserer og kategoriserer vi automatisk udbuddet af boliger lokalt, så indholdet på edc.dk altid opdateres på tværs af postnumre, kommuner og bydele. Derfor er edc.dk opdateret med 98 kommuner, mere end 1.700 indekserede postnumre og mere end 1.000 lokale sider. Samlet giver dette ca. 89 millioner visninger på Google årligt. Resultat Markant forøgelse af trafik og leads fra Googlesøgninger Den strategiske beslutning om at udstille alle boliger på edc.dk baseret på et stærkt, tidsvarende og automatiseret SEO-fundament har siden etableringen i 2012 bidraget markant til vækst i trafik og afledte leads via edc.dk. Der er løbende sket en optimering og forædling af løsningen, og fra 2015 til 2019 har vi opnået: • 128 % vækst i sessioner fra organisk søgemaskineoptimering • en fordeling af trafik fra søgemedierne fra 80 % organisk og 20 % betalt annoncering i 2015 til 94 % organisk og 6 % betalt i 2019. Øgning i volumen og kvaliteten af online leads Den øgede synlighed og skalering af løsningen har samtidig forøget mængden og kvaliteten af leads fra organisk trafik. Resultaterne er: • 35 % vækst i sælgervendte leads (Salgstjek) • 376 % vækst i købervendte leads (fremvisninger, åbent hus, sagsmateriale m.m.) • 42 % vækst i leads fra kunder, der ønsker at blive kontaktet af vores lokale mæglere. Massiv forretningsmæssig værdi Omsat til samlet forretningsværdi opnåede vi fra 2015-2019: • et resultat i indeks 211 i samlet værdi skabt fra SEO-aktiviteter • 50 % besparelse på ressourcerne til SEO-arbejde gennem automation og raffinering af vores SEO-værktøjer. ROI: Investeringen i SEO giver pengene 12 gange igen Fremgangen i organisk trafik og den afledte stigning i både sælger- og køberleads betyder sammenholdt med reduktionen i udgifter på området, at vi i 2019 oplever, at vores investering i SEO giver pengene 12 gange igen. SEO er en del af vores DNA Synlighed på søgemaskinerne - særligt på Google - er et strategisk fokuspunkt i marketingafdelingen og resten af organisationen, og positionen som Danmarks største boligsite er væsentlig i det daglige arbejde for mæglerne. En bolig på edc.dk er potentielt sikret mange besøg, og i dag kommer mere end hver fjerde besøg fra boliginteresserede på Google. Det er danskere, der er på boligjagt, søger efter den lokale mægler eller tjekker boligens værdi via Googles søgemaskine, og som EDC gennem den ihærdige, automatiserede SEO-optimering er rigtig gode til at servicere. ”Der er både volumen og kvalitet i trafikken på edc.dk. Vi har igennem intelligent automatisering og godt SEO-håndværk skabt en ekstremt stærk business case og markant forøget vores ROI på vores SEO-setup. For hver eneste krone, som investeres i SEO-relateret arbejde, får vi pengene over 12 gange igen og sikrer, at edc.dk forbliver danskernes foretrukne boligsite – i år for 11. år i træk,” konkluderer EDC’s marketingchef Thomas Sønderstrup. (English translation + Google translate) Background ROI: Strategic commitment to Search creates continuous growth in Denmark's largest real estate chain Edc.dk is today Denmark's largest residential site for the 11th year in a row. A position that has been largely achieved and maintained through a very strong and continuous focus on Search. The reason for the significant focus is that marketing investment among the major broker chains is constantly increasing in the fight to become the customer's preferred broker, and one of the key points in the customer's journey towards choosing a broker is internet searches. Therefore, there is a lot of competition for the most relevant paid keywords, and competition for the organic search results increases year by year. Therefore, the marketing department's focus is on the full support of SEO management, and it is an integral part of the daily work, the monthly reporting and the management discussions of EDC's strategic development. The strategic decision: Edc.dk must show all housing in Denmark In order to meet the market demands, stand out from the competition and reach the interested Danish residents as early as possible in the search phase, in 2012 EDC makes the strategic decision that edc.dk should not only exhibit homes for sale at EDC but all homes in Denmark. That is also the homes for sale at competing broker chains - and homes that are not for sale. This strategic focus establishes edc.dk as a relevant and relevant housing site for all interested parties. An important focus area in connection with gathering all homes on edc.dk has been from the beginning that edc.dk must be as search engine optimized as possible at all. One is to have all homes on edc.dk - but users must also benefit from it and be able to find them easily. It's all about getting the customer first. The strategic decision results in a number of key objectives with a strong focus on SEO. It is about: • increasing the amount of content for local housing-related searches • increasing the amount of organic traffic and the business return thereof • resource-streamlining our work on SEO through intelligent automation. Solution Achieving the goal of establishing edc.dk with all housing in Denmark and securing a future-proof search-optimized foundation has meant three significant digital investments: BBR register integration - all housing at edc.dk To build all housing at edc.dk, we are building a integration to the BBR register, so we index all homes - regardless of whether they are for sale or not. This means that Google has now indexed over 2.5 million unique homes on edc.dk. Automatic housing update - future-proof system We set up an automated solution to scale the production of relevant content so that we are present in all housing related searches. The solution is a structured approach and a customized, fully automated integration with our CMS, which, based on a variety of data sources, builds relevant content across housing-related needs and search queries. All pages are automatically tagged and meta tagged, so they have the best conditions to be read by the major search portal crawlers without requiring additional maintenance. In addition, edc.dk is automatically updated with the latest categorization of homes from the BBR register, homes for sale from Boligsiden and homes for rent from BoligPortalen. Local searches In order for consumers to get the most relevant content for the specific search, we have a strong focus on automatically ranking high on local searches. Therefore, we automatically index and categorize the supply of housing locally, so that the content on edc.dk is always updated across postal codes, municipalities and boroughs. Therefore, edc.dk has been updated with 98 municipalities, more than 1,700 indexed zip codes and more than 1,000 local pages. In total, this gives approx. 89 million views on Google annually. Result Significant increase in traffic and leads from Google searches The strategic decision to showcase all housing on edc.dk based on a strong, time-consuming and automated SEO foundation has since the establishment in 2012 contributed significantly to traffic growth and derived leads through edc.dk. The solution has been continuously optimized and refined, and from 2015 to 2019 we achieved: • 128% growth in sessions from organic search engine optimization • a distribution of search media traffic from 80% organic and 20% paid advertising in 2015 to 94% organic and 6% paid in 2019. Increase in volume and quality of online leads The increased visibility and scaling of the solution has simultaneously increased the volume and quality of leads from organic traffic. The results are: • 35% growth in seller-facing leads (Sales Check) • 376% growth in buyer-facing leads (displays, open house, case material, etc.) • 42% growth in leads from customers who want to be contacted by our local brokers. Massive business value Translated to total business value, we achieved from 2015-2019: • a result in index 211 in total value created from SEO activities • 50% savings on resources for SEO work through automation and refining of our SEO tools. ROI: Investing in SEO Gives Money 12 Times Again The progress in organic traffic and the derived increase in both sales and buyer leads, combined with the reduction in spending in the area, means that in 2019, we find that our investment in SEO gives the money 12 times again. SEO is part of our DNA Visibility on the search engines - especially on Google - is a strategic focal point in the marketing department and the rest of the organization, and the position as Denmark's largest housing site is essential in the day-to-day work of the brokers. A home on edc.dk is potentially secured many visits, and today more than one in four visits come from homeowners on Google. There are Danes who are on the hunt, searching for the local broker or checking the value of the property through Google's search engine, and which EDC through its persistent, automated SEO optimization is really good at servicing. “There is both volume and quality in traffic at edc.dk. Through intelligent automation and good SEO skills, we have created an extremely strong business case and significantly increased our ROI on our SEO setup. For every penny invested in SEO-related work, we get the money over 12 times again and ensure that edc.dk remains the Danes' preferred housing site - this year for 11 years in a row, ”concludes EDC's marketing manager Thomas Sønderstrup.