📍 Local SEO Case Study #2 (Practice Project)

Client: Nest & Key Realty (Fictional)
Location: Austin, TX
Prepared by: Cristine (Junior SEO Specialist)

📌 Introduction

This case study is part of my self-initiated SEO learning journey. As a Junior SEO Specialist, I created this project to practice building a local SEO strategy for a fictional real estate company — Nest & Key Realty — located in Austin, Texas.

It reflects the steps I would take to improve the company’s local online visibility and attract more qualified traffic through Google Search and Maps.

🔍 Keyword Research

Using Google Keyword Planner and manual searches, I selected keywords that potential home buyers or sellers in Austin might use:

Primary Keywords:

• Homes for sale in Austin TX

• Austin TX real estate

• Buy a house in Austin

• Real estate agent in Austin TX

Supporting Long-Tail Keywords:

• Best Austin neighborhoods for families

• Affordable homes in Austin TX

• Austin real estate market trends

These keywords would be used throughout the website and content to help boost both broad and specific search visibility.

📍 Google Business Profile Optimization

To help Nest & Key Realty rank in Google’s local map pack, I would:

• Ensure consistent NAP (Name, Address, Phone) across platforms

• Choose accurate business categories

• Add high-quality photos of the office, team, and listings

• Write a compelling description with location-based keywords

• Set up messaging, Q&A, and weekly GBP posts

• Actively respond to customer reviews and questions

🛠️ On-Site SEO Optimization

Key strategies I would apply to the website include:

• Optimizing title tags, meta descriptions, and H1s using target keywords + location

• Adding schema markup (LocalBusiness, Product, etc.)

• Creating city- and neighborhood-specific landing pages

• Enhancing property listings with rich media and optimized content

• Using internal linking to support navigation and SEO

• Keeping URLs short and descriptive (e.g., /austin-homes-for-sale/)

I would also ensure fast load speed and mobile responsiveness.

🗺️ Content Strategy

I would build an informative, community-focused content plan:

• Local Area Guides: Highlighting neighborhoods like Zilker, Mueller, and Hyde Park

• How-To Articles: E.g., “Steps to Buying a Home in Austin”

• Featured Listings: SEO-friendly property spotlights

These would support local relevance and provide ongoing content for the site and GBP.

🌐 Local Citations

I would build consistent business listings on:

• General directories: Yelp, Bing Places, YellowPages, Foursquare

• Real estate platforms: Zillow, Realtor.com, Trulia, Homes.com

All citations would reinforce the company’s local authority by aligning with the GBP and website NAP info.

📊 Basic Tracking & Reporting

Using Google Analytics and Google Search Console, I would track:

• Keyword rankings for Austin-specific terms

• GBP metrics like views, calls, and direction requests

• Traffic from local users

• Conversion actions like form fills or phone clicks

This data would guide future optimizations and help assess ROI.

✅ Conclusion

This practice case study showcases how I would manage a local SEO campaign for a real estate company in Austin, Texas. It represents my growing skills in local SEO, GBP management, content planning, and reporting. While I don’t know everything yet, I’m eager to learn, upskill, and be trained. I’m proactive, coachable, and committed to improving every day, and I genuinely want to contribute to real campaigns that make an impact. I’m also planning to take a content writing course soon to strengthen my ability to create SEO-friendly and engaging content that delivers real value.

Thank you so much for taking the time to review my work.