Full SEO Rebuild for an International Property Brand

Case Study: Real Estate

Siam Real Estate ran on a legacy Russian CMS with no SEO foundation. Over the Oct 2020 to Dec 2021 engagement I migrated the site to WordPress with zero data loss, built location-intent content, and rebuilt the technical and internal-link architecture. Organic traffic grew from 2,400 to over 12,000 monthly visitors.

2.4K to 12K
Monthly organic visitors
0
Data loss during CMS migration
Oct 2020
to Dec 2021 engagement
Full scope
Content, strategy, technical SEO

The Challenge, and What We Did

Legacy CMS, Scattered Locations, Zero Organic Strategy

The Problem

What We Did

Outdated CMS

The site ran on a legacy Russian CMS with no SEO capability. No proper URL structure, no schema support, no page speed optimization. A complete migration to WordPress was required without losing any data or existing rankings.

Full CMS Migration

Migrated the entire site from a legacy Russian CMS to WordPress. Zero data loss. Clean URL structure. Full redirect mapping. Post-launch monitoring to catch any indexation issues immediately.

No Location Strategy

Multiple office locations with no dedicated location pages, no local intent targeting, and no structured data. Buyers searching for local properties couldn't find the brand.

Location Page Architecture

Built dedicated location pages with tight URL structure, local intent signals, LocalBusiness schema, and internal linking routes that concentrated authority where deals happen.

Broken Internal Architecture

Dead internal links, orphan pages, no clear hierarchy. Crawl budget wasted on junk pages while revenue pages were buried. The on-site property search returned dead ends.

Technical SEO Overhaul

Core Web Vitals optimization. Removed bloat. Fixed broken internal links. Rebuilt pathways to money pages. Cleaned crawl budget. Blocked noise. Prioritized revenue pages. Fixed the on-site property search.

No Content Strategy

No high-intent money pages targeting buyer and seller queries. No pipeline-stage content mapping. The site existed but generated almost no organic leads.

Content and Authority

Created a content strategy mapped to pipeline stages. Wrote and published money pages for high-intent real estate queries. Coordinated strategic PR links, only relevant and credible placements. Pruned dead weight content draining authority.

The Results

Siam Real Estate organic traffic growth — Siam Real Estate organic traffic, Ahrefs. Engagement ran October 2020 to December 2021, migrating off a legacy Russian CMS. Traffic grew from roughly 2,400 monthly visitors to over 12,000.

Why It Worked

Four Principles That Drove the Results

1
Local Intent First
Purpose-built location pages with schema and internal linking routes that concentrated authority where deals happen. Every page mapped to a real buying journey.
2
Speed and Structure
Faster pages, cleaner architecture, less crawl budget wasted on junk. The migration alone unblocked months of pent-up ranking potential.
3
Content That Converts
Money pages written for high-intent queries, not vanity keywords. Supported by credible, PR-grade backlinks that built trust in Google's eyes.
4
Relentless Pruning
Dead pages cut. Crawl budget freed. Link equity funneled to winning assets. Less content, more authority per page.