SEO to dominate local rankings and map visibility for estate agent keywords | Helmores
Helmores approached us in early 2025 with a clear goal: to improve their organic visibility in a sustainable way and to have measurable performance they could regularly review via video reports and accountability. As a well-established estate and letting agent in their region, Helmores were not buried on page 10 of Google, but they recognised a lot of room for improvement — particularly around local search, letting agent keywords, and property-for-sale terms across their catchment area.
Keywords such as “estate agents Crediton”, “letting agent Crediton”, plus “property for sale” combined with each of the surrounding towns were identified as prime opportunities. Helmores’ owner, Rob, understood our experience in delivering SEO for UK estate agents and overseas markets and was keen to partner with us to raise their visibility, capture more of the local map pack, and establish leadership for key terms.
Our detailed SEO audit of Helmores revealed:
We quickly realised that resolving these issues would deliver significant value. By reclaiming lost authority, improving on-page signals, and creating meaningful, location-based content, Helmores could achieve strong and lasting visibility. Addressing the technical barriers would not only restore their search equity but also make the website far more efficient for ongoing SEO work — ensuring every new page or listing could perform to its full potential.
Success depended on close collaboration with their web developer — ensuring the technical updates were implemented correctly, monitored for consistency, and maintained over time. This partnership approach allowed us to build long-term stability into Helmores’ SEO performance, laying the groundwork for measurable growth across both organic rankings and local map visibility.
After completing the audit, we presented our findings to Helmores and created a phased SEO roadmap. This plan prioritised technical recovery, content development, and local visibility, with regular reviews every 4–6 months to re-evaluate priorities and capture new opportunities.
We worked hand-in-hand with Helmores’ web development company to apply critical technical fixes, including:
Correcting canonical tag issues to reduce duplicate content.
Cleaning up over-indexing by removing or de-indexing low-value pages.
Refining title tags and H1 structures for consistency and keyword relevance.
Implementing 301 redirects from deleted or outdated pages with valuable backlinks, ensuring that hard-earned authority was retained.
These actions laid a solid foundation for all other SEO efforts and ensured that the site could be properly crawled, indexed, and ranked.
As always, content is king — especially when the goal is to dominate competitive local search terms.
We rolled out a structured, location-specific content plan focused on “property for sale in [town]” keywords, targeting every key area in the Helmores catchment zone.
We also created dedicated landing pages for high-value phrases like “estate agent valuations” and “landlord services”, measuring progress as new pages gained traction and visibility grew over time.
To maximise visibility in the Google Map Pack, we optimised Helmores’ Google Business Profile, ensuring NAP consistency, keyword-rich service areas, and high-quality imagery.
We provided clear monthly reports showing how visibility improved both in organic results and Google Maps — helping Helmores secure a larger share of page one real estate across multiple keywords.
We collaborated with Helmores to create a series of informative blog posts tailored to their local audience. Topics covered local property insights, selling tips, and area guides — all designed to reinforce their authority as the go-to estate agent in their region and to build topical relevance in Google’s eyes.
To further boost authority, we executed a strategic link-building campaign throughout the year, focusing on quality over quantity.
Built relevant directory citations to strengthen the business’s digital footprint.
Reinstated valuable old backlinks by redirecting legacy URLs to active, optimised pages.
Reclaimed links from well-known UK publications, restoring domain authority that had been lost over time.
Primary keyword achievements:
Letting Agents Crediton — #1
Estate Agents Crediton — #2
Houses for Sale Crediton — #2
Property for Sale Crediton — #2
Multiple “Houses for Sale in + Surrounding Areas” rankings:
Houses for Sale in Lapford, Devon — #2
Property for Sale in Yeoford — #2
Houses for Sale in Copplestone — #2
Property for Sale in Colford — #3
Property for Sale in Morchard Bishop — #3
Plus many more…
A finely tuned Google Business Profile combined with fully optimised location pages meant that Helmores now consistently ranks #1 or #2 in the local map listings for key searches such as:
Estate Agents Crediton
Letting Agents Crediton
Estate Agent Near Me
Property for Sale Crediton
And many more related phrases…
While blog content was not the largest traffic driver, it played an essential supporting role in signalling topical authority to Google. Informational posts around the local property market, selling tips, and area guides helped reinforce Helmores’ relevance for commercial keywords such as estate agents Crediton and letting agents Crediton.
Increased valuation requests from local homeowners.
New landlord instructions, particularly from those managing HMOs and larger property portfolios.
A strengthened online presence consistently outperforming local competitors across both Google Search and Google Maps.
For UK estate and letting agents, the Helmores project highlights several key lessons. To achieve maximum visibility, it’s essential to combine traditional organic SEO with strong Google Map optimisation — ensuring consistent exposure across both search and local results. Forward-thinking agents should also prioritise AI search readiness, preparing their content to appear within emerging generative search and answer-box experiences.
Sustaining success requires maintaining high-quality backlinks and continuously earning new ones throughout the year to strengthen domain authority. Finally, creating well-structured, location-specific landing pages targeting “property for sale in + location” keywords remains one of the most effective ways to capture local intent and outperform competitors in regional searches.
Our team of experts is on standby to help you restore page rankings, improve organic traffic flow to your site, and boost leads and conversions to new levels.
Founder, Technical & Offsite SEO
Technical SEO & Digital Marketing
Content Strategy & Development
At Convert Digital, our specialist SEO consultants for estate and letting agents are ready to help you achieve the same kind of results as Helmores. Before our first call, we carry out an initial review of your website and local visibility — identifying any technical issues, ranking gaps, or missed opportunities across Google Search and Maps.
Once we’ve gathered these insights, we’ll arrange a video call to walk you through our findings and discuss a tailored SEO plan for your agency. Ready to get started sooner? Give us a call today and find out how we can help your business stand out in search and attract more local leads.
Simply fill in your details below, call 07907 674084 or email info@convertdigital.co.uk to arrange your free SEO review.
