How Uncle achieved a 60% increase in organic traffic and exceeded stretch goals for unbranded search clicks and conversions
43.4% above stretch goal for organic key events
Quick overview
SEO
Surpassing our original stretch goals by more than 10%
Increasing online visibility for UNCLE
The Approach
To achieve sustainable organic growth, we focused on a dual approach: content-led traffic growth and technical optimisations to enhance performance.
Content strategy: Driving high-intent traffic through targeted content
- Developed blog content aligned with user search intent, leading to significant traffic increases for key terms such as ‘Manchester vs London’, ‘Pros and cons of living in London’, and ‘Best areas to live in London’.
- Focused on unbranded search queries to attract new users and increase top-of-funnel engagement.
- Leveraged Ahrefs data to track keyword performance, refine content strategies, and maximise rankings.
Technical support & on-page optimisation
- Supported the launch of new location pages, ensuring they were optimised for search visibility.
- Provided technical SEO support, including on-page optimisations, to improve indexing and discoverability.
- Assisted with updates to the site structure to facilitate better user experience and conversion potential.
The Challenge
UNCLE, a leading rental provider, sought to expand its online visibility and drive high-intent traffic to key location pages while improving organic conversions. The primary challenge was to increase unbranded search clicks and goal completions, ensuring prospective renters could easily find and engage with UNCLE during their hunt for a rental property in London, Manchester or Leeds.
Before implementing the new strategy, UNCLE faced strong competition in organic search for key rental-related queries. While the site was already performing well, there was significant untapped potential for content-driven traffic growth. The goals aimed to push performance even further, focusing on increasing unbranded clicks and organic conversions.
The Results
The strategic initiatives delivered measurable success, surpassing the ambitious goals:
- 60% increase in organic sessions (17,651 per month in 2024 vs. 10,980 in 2023).
- 3,309 unbranded search clicks per month, exceeding the stretch goal by more than 10%.
- 502 organic key events per month, surpassing the stretch goal by 43.4%.
- 51.7k clicks in the last three months of 2024, compared to 28k in the same period in 2023.
- Unbranded search clicks more than doubled, increasing from 5.48k to 11.9k year-on-year.
