Property Safety Ltd SEO Case Study

Technical SEO
On-page optimisation
Structured data
Local SEO
Content strategy
Website design

What we inherited

Property Safety Ltd carry out property compliance work across London. When we picked up the site, the SEO health score was 22, and the reason was structural rather than cosmetic.

The site had been built on a construction industry theme, and more than twenty construction pages were live and sitting in the sitemap. Google had read the site and concluded it was a construction business. It was pulling roughly twenty thousand impressions a month for searches that no property compliance firm could ever convert. Actual visitors sat between four and ten a month.

There was no LocalBusiness entity, no structured data, and no FAQ markup. For a service business whose customers search locally and urgently, that is the foundation missing.

What we changed

Removed the construction pages from the site and the sitemap, so the site stopped describing itself as the wrong business
Ran a full technical audit and worked through meta optimisation page by page
Added LocalBusiness, FAQ and supporting structured data so search engines and AI assistants can identify the business correctly
Built five regional pages covering the service area
Redesigned the About sections
Set an editorial standard for the blog: real analytics data only, written as genuine guides rather than filler

Where it got to

The SEO health score moved from 22 to 82, and then to 94. The twenty thousand impressions are still there, but they are now for searches the business can actually serve. Ninety day visitor numbers moved from a range of four to twenty-six, up to six and seven hundred and above.

What we are still working on

Blog publication is behind where we planned, because the regional page content took priority. Call button click tracking is built but not yet confirmed live. This is an ongoing retainer, not a finished project, and those are the open items.

Outcome

What changed

SEO health score moved from 22 to 94 over five months
Ninety day visitors moved from a range of 4 to 26, up to 600 to 700 and above
Roughly 20,000 monthly impressions shifted from irrelevant construction searches to relevant ones
Over 20 off-topic construction pages removed from the site and sitemap
Five regional service pages built
LocalBusiness, FAQ and supporting structured data added where there was none

The honest bit

The score moved 22 to 82 and then 82 to 94. We state it as 22 to 94 because 82 was already our own work, not the starting point, and the client corrected us on exactly that point. Blog publishing is behind schedule because regional page content was prioritised, and call button click tracking is built but not yet confirmed live. Search results depend on many factors outside any agency's control, and these figures describe this site over this period rather than a result we can promise anyone else.

FAQs

Questions this project raises

How long did the Property Safety SEO work take to show results?

The SEO health score moved from 22 to 94 over five months. Ninety day visitors moved from a range of 4 to 26 up to 600 to 700 and above across the same period. Search results depend on many factors outside any agency's control, so these figures describe this site over this period rather than a result that can be promised to anyone else.

Why would removing pages improve a website's search performance?

This site was running on a construction industry theme and pulling roughly twenty thousand monthly impressions for construction searches a property compliance firm could never convert. Over twenty off-topic pages were removed from the site and the sitemap, which replaced volume that did nothing with traffic that could become enquiries.

What structured data was added to the Property Safety site?

LocalBusiness, FAQ and the supporting structured data, where there had previously been none. Five regional service pages were also built, so each area the firm covers has a page of its own to rank and to be quoted from.

Was anything left unfinished on this project?

Yes, and the case study says so. Blog publishing is behind schedule because regional page content was prioritised, and call button click tracking is built but not yet confirmed live. The score also moved 22 to 82 and then 82 to 94; it is stated as 22 to 94 because 82 was already BranDive's own work rather than the starting point.

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Property Safety Ltd: from an SEO score of 22 to 94 in five months