Evergreen Content and SEO Strategies That Transformed Roger Perry & Partners
Roger had always been ahead of the curve. For over a decade, his multi-million dollar agency, Roger Perry & Partners, had been a dominant force in the real estate industry. His real estate website, built and maintained by PX Media for over 10 years, was a key part of his success. It ranked at the top of search results, generated consistent leads, and showcased its luxury listings to the world.
But everything changed when Roger decided to hire a third-party real estate developer—a well-known agency in the industry—to redesign his real estate site.
What followed was a digital disaster that nearly cost Roger his online presence. And it was PX Media, the company he had trusted for over 16 years, that came to the rescue.
It started with great intentions. Roger wanted a fresh, modern real estate website to match the prestige of his brand. The real estate developer promised a cutting-edge design, faster load times, and a seamless user experience. Roger was excited.
But within weeks of the new site’s launch, Rudy, Roger’s marketing manager, noticed something was wrong.
“Roger, our leads are dropping,” Rudy said during their weekly meeting. “At first, it was just less user interaction. But now? It’s like the phone has stopped ringing altogether.”
Roger was upset. “That doesn’t make sense. The new site looks great. What’s going on?”
Rudy didn’t have an answer. He spent days digging into the analytics, trying to figure out what had gone wrong. But the numbers didn’t lie: traffic was down, leads had dried up, and their search rankings had plummeted.
Finally, Rudy picked up the phone and called Douglas at PX Media.
The Turning Point
Douglas answered on the second ring. “Rudy, it’s been a while. What’s going on?”
Rudy explained the situation, his voice tense with frustration. “We hired this new real estate web developer, and ever since they launched the site, our leads have been dropping. I don’t know what they did, but it’s like our SEO just disappeared.”
Douglas listened carefully, then said, “Let me take a look. I’ll run a few free SEO audits and see if I can figure out what’s going on.”
Within minutes, Douglas had the answer.
“Rudy, I don’t know how to tell you this, but the new developer basically wiped out all the SEO work we’ve done over the years. They changed the domain structure, pointed it to a different server, and set ‘www’ as the default domain. All the URLs are different now, which means all the backlinks and rankings we built are gone. It’s like starting from scratch.”
Rudy was stunned. “What do we do? It’s already been a couple of months. Can we fix this?”
Douglas didn’t hesitate. “Here’s what I suggest: let us move the site back to our hosting system. We’ll try to repair the SEO as much as possible, but it’s going to take time. We’ll need to rebuild everything—keywords, backlinks, the works.”
Rudy took a deep breath. “Do it. We trust you, Douglas. Let’s get this fixed.”
PX Media approached the problem with a new strategy
PX Media got to work immediately. They started by migrating the site back to their hosting system, ensuring it was stable and secure. Then, they began the painstaking process of repairing the SEO.
- URL Structure: They kept the original URL structure as much as they could. They redirected old links to the new ones to maintain some of the previous rankings.
- Keyword Optimization: They improved the site for important keywords like “luxury homes in Beverly Hills” and “Beverly Hills real estate trends.”
- Content Strategy: They introduced evergreen content to attract and engage potential clients.
- Local SEO: They optimized Roger’s Google My Business profile and built local citations to improve visibility in local searches.
- Analytics and Monitoring: They set up detailed tracking to monitor progress and make data-driven adjustments.
The Power of Evergreen Content
One of the key strategies PX Media implemented was the creation of evergreen content. Unlike seasonal or trend-based content, evergreen content remains relevant and valuable over time. For Roger’s real estate business, this meant writing website content that potential clients would find useful no matter when they stumbled upon them.
Here’s how evergreen content benefited Roger’s site:
- Consistent Traffic: Guides like “How to Buy a Luxury Home in Beverly Hills” and “The Ultimate Guide to Beverly Hills Neighborhoods” attracted steady traffic long after they were published.
- Authority Building: By providing valuable, in-depth resources, Roger positioned himself as an expert in the real estate market.
- Lead Generation: Evergreen content attracted high-quality leads who were genuinely interested in buying or selling luxury homes.
- SEO Boost: Well-optimized evergreen content helped Roger’s site rank for competitive keywords, driving organic traffic.
PX Media also ensured that Roger’s evergreen content was regularly updated with fresh data and insights, keeping it relevant and effective.
Best Practices for Building a New Real Estate Site
The experience taught Roger and his team valuable lessons about building and maintaining a real estate website. Here are the best practices they now follow:
Site Structure:
- Clear Navigation: Make sure the site is easy to use. Use simple menus and clear categories like Buy, Sell, Neighborhoods, and Blog.
- Responsive Design: Make sure the site is mobile-friendly, as many users search for real estate on their phones.
- Fast Load Times: Optimize images and code to ensure the site loads quickly, improving user experience and SEO.
SEO Foundations:
- Keyword Research: Identify high-value keywords and incorporate them naturally into the site’s content.
- Meta Tags: Optimize title tags, meta descriptions, and headers for search engines.
- Backlinks: Build high-quality backlinks to improve domain authority.
Evergreen Content:
- Create Timeless Resources: Focus on topics that will remain relevant, like buying/selling guides, neighborhood profiles, and real estate market trends.
- Update Regularly: Revisit evergreen content periodically to keep it accurate and up-to-date.
Local SEO:
- Google My Business: Optimize your GMB profile with accurate information, photos, and reviews.
- Local Citations: List your business consistently on directories like Yelp and Yellow Pages.
Analytics and Monitoring:
- Track Performance: Use tools like Google Analytics to monitor traffic, leads, and conversions.
- Adjust Strategies: Make data-driven decisions to improve performance over time.
Why Evergreen Content is a Game-Changer for Real Estate
Evergreen content is more than just a buzzword—it’s a long-term investment in your real estate business. Here’s why it’s so effective:
- Sustained Traffic: Unlike seasonal posts, evergreen content continues to attract visitors months or even years after it’s published.
- Builds Trust: By providing valuable, actionable information, you position yourself as an authority in the real estate industry.
- Cost-Effective: Once created, evergreen content requires minimal updates to remain effective, making it a cost-efficient marketing tool.
- Enhances SEO: High-quality evergreen content improves your site’s search rankings, driving more organic traffic over time.
For Roger, evergreen content was key to his content marketing strategy. It helped his site stay a top resource for luxury real estate in Beverly Hills.
Common Mistakes to Avoid
Roger’s experience also highlighted some common pitfalls that real estate agents should avoid:
- Ignoring SEO Basics: Failing to optimize for keywords, meta tags, and site structure can cripple your online presence.
- Overlooking Local SEO: Many agents focus on national trends but forget to target local keywords and citations.
- Neglecting Analytics: Without tracking performance, you can’t identify issues or measure the success of your strategies.
- Underestimating Evergreen Content: Focusing only on trendy topics can leave your site without a solid foundation of timeless resources.
Practical Tips for Real Estate Agents
Here are actionable steps Roger took to turn his site around—and how you can do the same:
- Audit Your Site: Regularly review your site’s performance and identify areas for improvement.
- Invest in Evergreen Content: Create guides, FAQs, and market insights that will remain relevant for years.
- Optimize for Local SEO: Focus on local keywords and list your business on relevant directories.
- Promote Strategically: Share your content across multiple platforms, including social media, email newsletters, and partnerships.
- Partner with Experts: Work with a trusted agency like PX Media to handle technical SEO, hosting, and content creation.
Conclusion
A year later, Roger’s real estate empire was back on top. His website traffic had not only recovered but surpassed previous levels. The evergreen content created by PX Media became a key part of his marketing strategy. It helped his agency stay visible and relevant in a competitive market.
One evening, as Roger reviewed the latest market insights on his website, he smiled to himself. He no longer felt overwhelmed by the challenges of digital marketing. He felt sure he could attract and serve his target audience. He was also thankful for the partnership that saved his estate business.
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They’re hard workers, and I only trust them to handle my web development and SEO campaigns. Since starting the SEO strategy, PX Media has significantly increased site visibility, generating more calls and boosting rankings.
Their quick responses and teamwork have built trust with our internal partners. This has helped us maintain our partnership for over 17 years.★ ★ ★ ★ ★
Roger Perry – Pres/CEO, Roger Perry Group
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How PX Media Can Help
Just like Roger, your real estate business can benefit from trusted expertise and proven strategies. At PX Media, we specialize in helping real estate agents like you stand out in a competitive market. From SEO strategies and hosting to content creation and local SEO, we’ll help you build a foundation for long-term success.
Don’t let a digital disaster hold you back. Invest in a partnership you can trust, and watch your business thrive, just like Roger Perry & Partners.