Purplebricks

Project Overview

Purplebricks is one of the UK's largest hybrid estate agents, operating a nationwide network of local property experts supported by a digital-first platform. While their brand recognition was strong nationally through extensive TV and digital advertising campaigns, they were losing ground to independent high-street estate agents in Google's local search results across dozens of postcodes. iTech Digital was engaged to develop and deploy a scalable local SEO playbook that their regional managers could implement across all territories, resulting in improved local pack visibility in 25+ target postcodes and a 35% increase in organic 'sell my house' clicks in priority areas.

Our Strategy

Phase 1. Audit & Research: We audited a representative sample of 15 regional GBP profiles and their corresponding local search performance, identifying common issues: 40% had incorrect categories, 65% had fewer than 10 photos, 80% had no Google Posts in the past 3 months, and citation consistency varied dramatically. We also audited 30 existing location pages finding critical content gaps. Phase 2. Playbook Development: We created a comprehensive Local SEO Playbook for regional managers covering GBP optimisation templates (with fill-in-the-blank descriptions, category recommendations, and photo requirements), a content framework for local landing pages, review generation scripts and processes, and a monthly GBP maintenance checklist. Phase 3. Template & Content: We developed reusable location page templates that could be customised for each postcode area, including local market data, area guides, and property-type specific content. We rewrote the 30 thin location pages as examples. Phase 4. Training & Rollout: We conducted 4 training sessions for regional managers, created video tutorials for ongoing reference, established KPI tracking dashboards for each region, and provided quarterly audits to ensure playbook compliance and identify new opportunities.

Before & After