Ma-propriete.fr: 11 months of growing visibility on the Internet

We created ma-propriete.fr to bring visibility to rural sellers' ads and to generate qualified buyer contacts. 10 months after the launch of ma-propriete.fr, where are we? More ads, many more ads; a strong increase in referencing; and above all, a strong increase in visits and buyer contacts. We detail these results for you.

The number of ads on ma-propriete.fr

The primary lever for generating visits to our portal (and buyer contacts), in addition to natural referencing issues, is to have ads to present to buyers.

When the site was launched in May 2021, we had 400 ads. In December 2021, we had around 650 ads. In March 2022 we passed the 1,000 ad mark and we are now at almost 1,350 ads. In view of the number of advertisers, we know that we still have significant room for improvement.

We are therefore continuing to prospect for new professional advertisers. And new professional advertisers are now contacting us every week (our ads are more and more visible and this attracts professionals wishing to benefit from this visibility).

The referencing of ma-propriete.fr

Referencing is in fact the visibility of our site ma-propriete.fr on the internet and more specifically on search engines (google, bing, ...).

We distinguish between paid referencing (SEA for Search Engine Advertising) and natural referencing (SEO for Search Engine Optimization).

We have built the site around 7 categories of rural properties for sale (agricultural, equestrian, forestry, landed, prestigious, tourist and winegrowing), paying close attention to the technical elements that promote good natural referencing of each.
We have of course supplemented this technical work with editorial work by feeding our blogs and our social networks with content related to these categories and sub-categories, and also with work to find external links (back-linking).

This natural referencing work is the one to which we devote the most energy. We spend time on it, knowing that it is what allows our audience to grow, even if the results are far from immediate.

We have supplemented this "free" referencing work with "paid" referencing, i.e. advertising on Google and Facebook, by testing different solutions.

Paid search was our primary source of visits in the first few months and gradually natural search is taking over and generating more and more visits and returns to advertisers.

This graph (Impressions and Clicks) shows the progression of natural referencing over time.

We have gone from 0 to more than 40,000 impressions per week, i.e. displays of links pointing to our site in the Google search results. And we now exceed 3,500 clicks on these links each week. 

The second graph (Queries and position) focuses on the ranking of keywords.

What are the keywords (queries) that generate the display of a page on our website and how are they ranked?

These queries are of course related to our categories (farm for sale, wine estate sale, buy a forest, ...). Currently, our site is displayed on the 1st page of Google results for nearly 1,200 different keywords (blue curve).

And finally, we also measure the average ranking of all our keywords (3,999 between 17 and 23 April) by aiming for the lowest figure, i.e. the 1st position. We have, since the beginning of April, 263 keywords generating a display in the first 3 positions of Google and an average ranking of all the keywords at less than 14 and which continues to improve (orange curve).

Visits and contacts with ma-propriete.fr

This strong increase in referencing is reflected in the increasing number of visits by buyers to our site.

Here are some figures:

• 135,000 visits in the 1st quarter of 2022, i.e. +19% compared to the 4th quarter of 2021 
• 47,500 visits over the last 30 days (+12%)
• 197,500 page views over the last 30 days (+16%)

The first objective of our site is to bring visibility to the ads of all our sellers. We can therefore see that our work is bearing fruit with the increase in the number of visits.

The 2nd objective is to generate contacts with qualified buyers to enable sales to be made. We have seen a very strong dynamic over the last few weeks with a very strong increase in the number of buyer contacts by email: 

• January: +37%.
• February: +15
• March: +35%
• April: +42%

Improvements to the ma-propriete.fr website

The last point to maintain this positive dynamic is to develop the site to meet the expectations of Internet users.

We have already made many improvements to the site, many of which are unfortunately not visible to users.

However, 2 notable improvements are visible: 

• The search engine: it is possible to search on the home page in the categories of one's choice, i.e. in one category, several categories or all categories. This development allows buyers to search for a property primarily on the basis of its geographical location, which is very useful, particularly for small properties.
• Geolocation of ads: we have modified the mapping of ads, which now allows us to display all the ads in a category or search result on a map. 

Numerous other developments are underway, notably to improve the readability of the site and the ads on smartphones (60% of visits), computers (35%) and tablets (5%). We will also soon be offering a directory of professional advertisers.

If you too would like to support our development, benefit from the maximum visibility of your rural ads and receive contacts from qualified buyers, contact us.

We will be very happy to discuss your objectives and help you sell your property(ies).