How PropertyGuru Boosts Organic Search Growth with AWR

Southeast Asia’s leading online property market place, PropertyGuru is used by more than 11 million property buyers, viewing 90 million property pages and generating over 350,000 inquiries for real estate developers every month.

Challenges

Asses Visibility for 3.3M Listings

As the go-to platform for over 52 million property seekers each month, PropertyGuru offers 3.3 million listings along with in-depth insights and solutions, making it essential to monitor their organic performance closely.

Weekly Reporting to Stakeholders

Operating in an enterprise setup, the PropertyGuru SEO team needed to build and share reports weekly with stakeholders to keep everyone updated on the health status of their keyword baskets and benchmark results against competitors.

Track 20k Keywords/Country

PropertyGuru needed to track around 20,000 keywords per country to ensure they continuously created value for their audience, aligning with what consumers searched for when looking for their dream home locally.

Measure SOV in Southeast Asia

As Southeast Asia’s real estate leader, PropertyGuru needed to closely track its organic Share Of Voice against a wide range of other players across Singapore, Malaysia, Thailand, Indonesia, and Vietnam.

Solutions

Efficient Large-Scale Rank Tracking

With AWR, PropertyGuru were able to accurately track rankings across their entire keyword set and locations, leveraging custom ranking update frequencies to optimize data quality while efficiently managing costs.

Regional SERP Performance

AWR delivered tailored SERP insights for the specific cities and regions across South Asia that PropertyGuru is targeting, helping them attract local property seekers and effectively meet their diverse search needs.

Content Strategy Optimization

Based on AWR's SERP analytics, they identified opportunities to grow their services and offerings, prioritize and optimize their content strategy to include relevant content in various formats and improve their organic CTR and brand awareness.

Keyword Groups & Visibility Metrics

Visibility metrics for each of their 30+ keyword groups and locations helped PropertyGuru analyze rankings on a weekly/monthly basis, identifying their strongest and weakest pages and highlighting groups that needed immediate attention or were impacted by Google algorithm updates.

Automated Reporting

The PropertyGuru team set up AWR custom dashboard reports for deeper performance analysis, eliminating the need to adjust filters each time. This streamlined reporting for all team members and stakeholders.

Accurate Competitors Tracking

AWR enabled PropertyGuru to track all competitors across several countries and accurately measure their Share Of Voice. This also ensured that during regular competitive reviews, they were able to select the right competitors for performance comparison.

Overall, the PropertyGuru SEO team believes in the insights and value AWR provides to help us improve our brand’s share of voice across the region. Additionally, the AWR customer support team (Bogdan) has been very prompt in resolving any queries or issues we faced.

Kavitha Gnanamurthy
Head of Regional SEO Product Team

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