Druker Company Case Study | Organic Growth of The Colonnade Residences Skyrockets

The Challenge

The Druker Company came to Forthea to help increase occupancy for one of their core properties, The Colonnade Residences. They were looking for a digital marketing partner that specialized in organic search. Their main objectives were to drive more organic traffic, increase organic keyword rankings, and elevate website ranking and performance. We were also challenged with increasing their local online visibility as more than 25% of organic traffic for multi-family businesses is driven through Google Business Profile listings.

When our partnership began, The Colonnade Residences ranked for 40 organic keywords, only three of which were on page one. At the time, the most valuable keywords were on pages seven and below. In addition, their Google Business Profile Listing did not show in the Local 3-Pack, which was also negatively affecting organic traffic and local visibility.

The Client

Industry Multifamily and Residential Digital Marketing
Location Boston, MA

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Our solution.

Organic Search / SEO

We immediately got to work. Our team performed a technical audit that outlined the site improvements needed to initially increase organic performance. We identified top priority keywords to focus our strategy around as well as implementing our SEO best practices. It took some time, but we started to see some overall keyword and site performance gains after a few months. Two years into our partnership, our sustained SEO efforts started to pay off.

Google Business Profile / GBP (Formally Google My Business)

Google is now prioritizing listing sites and aggregators over property sites, making placement in the Local 3-Pack more important than ever. The difference in performance from the start of our partnership to May 2022 is a direct reflection of Google’s change in rankings and The Colonnade Residences’ consistent Local 3-Pack rankings for such high-value keywords as “apartments in Back Bay” and “luxury apartments in Back Bay.”