Doubling a traffic target and leading the team that did it
Four-person team, competitive CRM rankings, and organic lead growth that offset paid spend.
PropTech ยท Pune
The situation
A proptech group with several properties to grow, a four-person SEO team, and a paid-media bill that leadership wanted organic to start displacing.
The problem
Two problems at once: hit aggressive traffic targets in a competitive category, and convert that traffic into leads good enough that reducing paid spend was defensible.
What I
actually did.
In order, with the reasoning behind each step.
Ran the team on a visible cadence
Daily scrums, explicit priorities and KRA reporting. Four people with clear ownership and a shared view of what mattered that week.
Mapped intent before commissioning content
Content was briefed against what the searcher was actually trying to do, which is what took the blog past double its annual user target.
Built for conversion, not just arrival
Lead-generation cards and conversion-focused content placed where intent was highest, so the organic channel produced leads rather than sessions.
Went after the category terms that mattered
Top-3 rankings in competitive real-estate CRM categories, plus work on the brand Knowledge Graph so the entity resolved correctly.
Optimised for the answer surfaces of the time
Semantic SEO and search-intent work aimed at Featured Snippets and People-Also-Ask, the same instinct that later became AEO.
What I took
from it.
Hitting the number was the easy half. Making organic leads good enough to argue against paid spend is what made the channel matter to the people holding the budget.
Want the version with names and dashboards?
Employer names, client names and the underlying reporting go out with applications, or on request.