Case Study: MSK Real Estate on Tverskaya

Project Overview and Objectives

The MSK Real Estate project focused on developing a fully optimized real estate platform for the Moscow market. The main goal was to create a user-friendly, SEO-driven website that would not only attract potential clients but also serve as a robust tool for managing and displaying a variety of real estate properties. Key elements included comprehensive keyword research, website architecture, and the creation of intuitive interfaces for both users and administrators.

Gallery of the MSK Real Estate

 

Keyword Research and Semantic Core

The project began with in-depth market analysis, identifying crucial keywords such as “buy real estate in Moscow,” “commercial real estate Moscow,” and other related terms. A semantic core of over 500 keywords was developed to optimize various sections of the website. These keywords were mapped to specific property categories and subcategories, ensuring high visibility in search engine results for both general and highly specific real estate queries.

Website Structure and Custom Forms

A well-structured website hierarchy was developed, based on the semantic core. The main sections of the site included:

1. Buy
   • Apartments (1, 2, 3, 4+ rooms)
   • Country Houses (Dacha, Villa, Townhouse)
   • Commercial Real Estate (Offices, Warehouses)
2. Sell
3. Rent
4. Exchange
5. Contacts
6. Featured Properties

Each of these sections was further divided into subcategories that aligned with user search behavior, providing easy access to different types of properties.

Custom Forms for Property Management

A key feature of the project was the development of custom forms with multiple fields for adding new properties to the database. These forms included fields for property characteristics such as the number of rooms, total area, type of property (e.g., apartment, commercial space), price, and location. This ensured that all necessary information was captured efficiently and could be displayed on both the catalog and individual property pages.

Interfaces and Filtering Options

Custom interfaces were developed to ensure that all property details would be clearly presented on the website. For example:

• Catalog Pages: Displayed a grid or list view of properties, showing key features like photos, price, and essential characteristics.
• Property Detail Pages: These pages provided a more in-depth view, including full photo galleries, property descriptions, and detailed specifications such as the number of rooms, square footage, and amenities.

Additionally, advanced filtering options were developed, allowing users to search based on key characteristics such as the number of rooms, price range, property type, and more. This improved user experience by making it easier to find relevant properties.

Design and Technical Development

The technical foundation of the project involved Drupal as the CMS, with custom front-end development in CSS and HTML. PHP and MySQL were used to build the backend, allowing for scalable and efficient management of a large property database.

The design focused on clean, intuitive navigation and was optimized for both desktop and mobile devices. Property listings were organized in a way that allowed users to easily compare key features, and the visual layout ensured that high-quality images and important property data were prominently displayed.

Content Strategy and SEO

A comprehensive content strategy was implemented, with unique SEO-optimized texts created for each category and subcategory. This included detailed descriptions for various types of properties such as “one-room apartments in Moscow” or “commercial real estate for sale.” The content was written to not only improve search rankings but also engage users and provide valuable insights about the real estate market.

PPC Campaign Development

In addition to organic SEO, a PPC campaign was planned and executed, targeting specific keywords and demographics. This ensured that MSK Real Estate’s website appeared in top positions for both paid and organic search results, attracting high-quality leads.

Press Center and Media Integration

To further engage users, a Press Center was developed, featuring real estate news, market trends, and company updates. This section helped establish MSK Real Estate as a thought leader in the industry, while also improving user engagement and site traffic.

Collaboration and Consulting

The project involved regular consultations with MSK Real Estate’s management. Extensive meetings and five-hour consultations were held to discuss design, functionality, and business needs, ensuring that the final product met all of the company’s requirements.

Results and Achievements

Through a combination of strategic SEO, PPC campaigns, and custom interface development, the MSK Real Estate website became a highly effective tool for attracting clients. The SEO strategy led to a 60% increase in organic traffic, and the website’s user-friendly design improved lead generation and conversion rates.

SEO and PPC Campaign Results

SEO Performance:

• Organic Traffic Growth: +40%
• Organic Sessions: +15%
• Overall Sessions: +18%
• Keyword Visibility: +1,200 (increased by over 1,200 keywords in Google’s rankings)
• Top 5 Keywords Performance: +35%
• Impressions Growth: +9%
• Click Growth: +8%
• New Users: +45%
• Returning Users: +25%

PPC Campaign Performance:

• Click Growth: +30%
• Conversion Growth: +110%
• Average Cost-Per-Click (CPC): -5%
• Cost-Per-Conversion: -30%
• Click-Through Rate (CTR): +100%
• Conversion Rate: +75%

Technologies Used:

• Drupal (CMS)
• CSS, HTML (Front-end)
• PHP, MySQL (Back-end)

Conclusion

The MSK Real Estate project showcases the effectiveness of combining thorough keyword research, well-structured content, and custom technical solutions to create a high-performing, user-friendly platform for real estate. The integration of advanced search filters, dynamic property forms, and visually appealing layouts ensured both improved SEO results and an excellent user experience.