Search Engine Optimization: What it did for Rainier Title and what it can do for you.
From Plateau to Top of the Mountain
Meet Rainier Title
Rainier Title is a locally owned and operated real property title and escrow company doing business throughout King, Snohomish, and Pierce counties.
Being a trusted member of the Pacific Northwest real estate community for over 30 years. Backed by national underwriters and utilizing cutting-edge technology, Rainier Title has processed thousands of title and escrow orders for clients that include major lenders, mortgage brokers, real estate brokers, investors, builders, developers, law firms, trust departments, and relocation companies.
Their transactional experience is vast encompassing residential, industrial, recreational, governmental, office, retail, and vacant properties. In addition to being called upon for our wide array of experience, clients have also entrusted Rainier Title with the fiduciary responsibility of ensuring transfers of properties.
Contents
The Challenge
After seeing a plateau with business, Rainier Title came to Fingerprint Marketing to help give them a boost in the title and escrow industry.
The newest cohort of home buyers that Rainier Title saw coming into the market was looking for a mix of modern home technology and a location that fit their lifestyle. As well as being particular about their investments, of this generation, 33% were first time home buyers.
Source: 2020 NAR Home Buyer and Seller Generational Trends
With locations throughout the Puget Sound, they wanted to not only have their services be more widely known to those lose looking for their forever homes but also the name, Rainier Title.
The Strategy
To reach these goals, Fingerprint Marketing worked with Rainier Title to implement several marketing strategies, including social media, content creation, and SEO, which saw a 63.51% increase in website traffic and a 100% increase in business!
Social Media
Developing and implementing an ongoing social media strategy across Facebook, Linkedin, and Instagram, we saw a 131% increase in website traffic from social media year over year.
Our social media strategy focused on these three elements:
- Relatable posts of their team, locations, big events/accomplishments, and client testimonials.
- Quotes or even easy tips regarding title/escrow.
- Shared/Reposted relatable articles regarding their city/town and relevant title/escrow content.
Content Creation
Content creation in the form of blogs was also implemented monthly. We emphasized creating timely content that would be of interest to consumers now. Delivering items such as Rainier news, articles, links, local events, and videos to keep the consumers feeling heard.
Approaching topics this way saw many blog posts with substantial traffic and attention increases. Several articles averaged over 4 minutes per session – 100% above the industry standard of 2 minutes.
SEO Campaign
Coinciding with social media and ongoing content creation, we implemented an SEO campaign targeting the title and escrow services. Finding core keywords is the first step for structuring a website to promote SEO. The second step is finding keyword variations and relevant phrases that will support your core keywords.
After completing thorough keyword research to discover high search volume, relevant keywords, we implemented an SEO program that focuses on the following:
- On-page content development that targeted applicable services and keywords
- Off-page link building to developing domain authority with Google
With this strategy, we were able to achieve…
An overall increase in keyword visibility from 56% to 85%.
Tripling of the number of keywords on page one from 72 to 160.
And several key page one rankings with positioning in both the local map pack and the organic search results, resulting in an 86% increase in organic traffic, a lower bounce rate, increased average session duration.
Meaning our keywords were bringing in the right people, at the right time.
Functionality and Speed
Lastly, we also saw a need to improve the functionality and user interface of their site. Moving from Wix to WordPress helped increase the speed of the site as well as the functionality.
Moving to WordPress gave Rainier Title the ability to have a custom website, giving Fingerprint Marketing the creative freedom to build something unique – because every business should be unique. With this new website, Rainier Title was able to have a website that is a true reflection of their business’s personality, style, people, and services.
We were able to build a speedy website with top-of-the-line security and only two or three scripts (versus dozens that come with many premium themes). As a result, their site will require less maintenance and have fewer errors and problems.
Moving the site from this…
To this….
The Outcome
Rainier Title’s new website is a beautiful, functional website and traffic generating tool – that can take the 86% increase in traffic and a 100% increase in business.
Instead of a sterile, cold ‘listing catalog’, Rainier Title now has an engaging site that provides something no other title and escrow company can, the solidity of their services and a real presence in their community.