Key Findings

Performance baseline

• PageSpeed Insights: Mobile 68/100, Desktop 80/100 (mobile is the priority risk).

Visibility baseline

• Site was not ranking for meaningful keywords, had no visibility for high-intent real estate terms, and showed minimal organic traffic.

Authority gap

• Domain authority captured as 0, meaning trust/authority needs to be built to compete in SERPs.

Core reasons

• Lack of keyword research, insufficient content depth, and missing location/intent-based pages.

Competitive + Keyword/Content Gap-driven Analysis

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A) Competitor benchmark + keyword gap model (Compass as the “north star”)

• I used Compass.com as a reference competitor because it’s already doing what works at scale: ranking for thousands of transactional + informational keywords, strong visibility for city/neighborhood/buyer-intent searches, supported by a deep ecosystem (listings, guides, market insights).

B) Keyword research framework built for transactions (and AI search)

Instead of “generic real estate keywords,” the keyword system was structured around demand clusters that lead to revenue:

• High-intent buyer/renter keywords

• Location-based targets (e.g., Wisconsin)

• Informational queries users ask before transacting

• AI-search-friendly semantic topics (to support LLM discovery and summarization)

C) Content gap → content architecture → content calendar (Q1 plan)

The content roadmap translated the gap into a scalable publishing system built around:

• priority service pages

• location-specific landing pages

• buyer/seller/renter guides

• evergreen blog topics

And it included the production rules that increase ranking probability: answer real user questions, target transactional intent, build topical authority, and strengthen internal linking for ranking power.

30 / 60 / 90 plan

Days 0–30: Clarity + foundation

• Competitor teardown (Compass + local players): identify what ranks + why (formats, keyword strategy, structure/UX).

• Tracking readiness: GA + GSC connected

• Implement immediate PageSpeed wins (images/WebP/caching/JS-CSS).

• Build keyword universe: buyer/renter + location + informational + AI semantic topics.

Days 31–60: Technical depth + architecture

• Fix the highest-impact technical issues to support content scaling.

• Full technical audit: crawl/index, structure, schema, internal linking, mobile UX + conversion blockers.

• Finalize information architecture: service + location landing page framework.

Days 61–90: Content engine + topical authority

• Publish SEO-optimized content that targets transactional intent + builds authority + is internally linked for ranking power.

• Monitor, iterate, and refine based on performance feedback from GA/GSC.

• Launch Q1 content calendar: service pages, location pages, buyer/seller/renter guides, evergreen blog topics.

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Summary/Recommendations

Expected Business Impact

• By implementing the strategy, the audit projects outcomes such as: increased organic visibility in market searches, qualified inbound leads without ad spend, stronger brand authority across Google + AI platforms, sustainable long-term traffic growth, and improved trust/conversion rates

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