Tricon Residential Partners with HawkSEM to Boost Organic Visibility and Traffic Through Strategic SEO
About Tricon Residential
Tricon Residential’s mission is to help people find the home they’ll love through an effortless, exceptional renting experience. The company offers well-located single-family, community, and multi-family apartment homes near schools, offices, and recreation areas, along with maintenance and repair services as needed at no extra cost. Currently, Tricon Residential has locations in Canada and more than two dozen U.S. states.
The Goal
Tricon Residential was looking for a full-fledged SEO strategy that took into account the various market locations where key rental home properties and inventory were readily available. This meant separating and building authority with the right framework. The team wanted to achieve solid rankings across priority locations and, from there, move on to secondary and tertiary areas.
The Results
Increase in sitewide organic new user growth
Increase in “contact us” submissions
Conversion rate increase
The Challenge
Tricon is competing with larger, well-known websites for the majority of its geographic targets. Companies like Zillow and Rent.com are big names in the industry, and Tricon’s team didn’t want to out-compete them. Instead, they wanted organic efforts to raise enough awareness and quality traffic to ensure they were able to tackle some of the major competitive areas.
The Solution
We started by optimizing and updating Regional pages that were historically hidden in the website’s footer. From there, we developed a template to arrange the most credible and industry-focused content to ensure these pages could perform against the pages that had historically dominated organic traffic. We also vetted pages to establish some areas where content could be implemented and help search engines understand major search terms according to city/location. Lastly, we tied all of the different SEO tactics to create a better internal link structure.
Established a clear process of action for tackling over 20 different major cities within a 6-month timeframe.
Qualified the Google Business Profiles as bulk verified so they don’t have to keep verifying individual listings for every new location created.
Updated and managed the Google Business Profile and Apple Business Connect, then coordinated with the paid search team to run local search ads in the Map Pack.
The Results
Local Page Stats YoY:
HawkSEM worked on elevating internal pages for various US markets that housed inventory for renters interested in their respective locations. With optimization, the following results were found:
Search homes pages:
- General Find page: +6,389.85% Organic New Users
- Atlanta, GA market: +9,310.71% Organic New Users
- Charlotte, NC market: +9,302.52% Organic New Users
- Columbia, SC market: +9,244.9% Organic New Users
- Indianapolis, IN market: +9,551.25% Organic New Users
- Dallas, TX market: +9,312.5% Organic New Users
- Houston, TX market: +5,619.23% Organic New Users
- Raleigh, NC: +8,200% Organic New Users
Across the various Find Page markets, HawkSEM also saw a steady increase in conversions and tracked events overall.
Within the local markets, we saw a drastic increase in Clicks, and the average position across all keyword search queries for these Find local market pages improved +15 positions in 6 months.
The Impact
We were able to implement several different SEO strategies on Tricon’s website. In less than a year, we’ve seen keyword rankings increase by up to 63 positions, and we’ve achieved top-15 position status in just 6 months for major competitive terms like “houses for rent” or “rental homes” in some of Tricon’s main regions. Half a year after starting our efforts, Tricon had the highest monthly recorded conversions to date. Due to our performance success with Tricon’s local SEO strategy, they trusted us to help them expand into 59 new cities across 31 states, providing location page content for each city and state.
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