Morais City — SEO Growth Case Study
Morais City is a premier real-estate developer offering apartments, commercial properties, and investment-grade plots. Their website aims to highlight property value, amenities, and local investment potential — targeting both home-buyers and investors seeking property in Trichy / surrounding regions.
Project Overview
Morais City a real-estate developer offering apartments, commercial properties, and investment-grade plots engaged me to improve their online presence and organic visibility. The goal was to attract high-intent buyers and investors, especially from local and nearby regions.
As their SEO Specialist, I handled a full-scale SEO strategy: from in-depth keyword research targeting real-estate intent, to on-page optimisation, technical SEO audits and fixes, content structuring, and local SEO for region-specific investment queries.
My work was aimed at building a strong organic lead funnel: improving search rankings for property and investment-related keywords, enhancing website performance and crawlability, and ensuring the site is discoverable by potential buyers and investors searching online.
The project focused on delivering long-term, sustainable organic growth not just short-term gains.
Project Snapshot
- Industry: Real Estate (Apartments & Commercial Investments)
- Target Region: Trichy,Usa,Singapore,Canada.
- Objective: Organic visibility + Inbound property leads
- Role: Senior Digital Marketing Analyst — SEO Specialist
- Focus Areas: On-page, Technical SEO, Keyword Intent, Local SEO, Analytics
Primary Goal
The primary objective was to generate consistent, high-quality loan leads from Erode and Coimbatore for multiple loan categories personal loan, business loan, mortgage loan (LAP), used car loan, car loan top-up, and CIBIL improvement. The goal was not volume alone, but qualified leads with proper credit score, eligibility, and documents.
Main Challenge
The main challenge was that Morais City’s website lacked a strong SEO foundation, with weak keyword targeting, low local visibility, and several technical issues affecting crawling, indexing, and page speed. Competing real-estate brands dominated the location-based searches, making it difficult for the website to appear for high-intent property and investment keywords. At the same time, the landing pages were not optimised for user flow or conversions — resulting in visitors not moving smoothly toward enquiries, which reduced the overall volume of organic leads.
Core SEO Skills Used
- Keyword Research
- Technical SEO
- On-Page Optimization
- Content Planning
- Local SEO
- Schema Markup
- Competitor Analysis
- Performance Tracking
Category
SEO Growth Case Study
Clients
Morais City
Location
Trichy, Tamilnadu
Published
Jan 01, 2024
Keyword Strategy & Search Intent Planning
To build a strong organic foundation for Morais City, I created a structured keyword ecosystem that mapped buyer intent, location relevance, and property investment behaviour. All keywords were segmented into primary, secondary, and tertiary layers based on monthly search volume and conversion potential. This ensured that every landing page and blog topic targeted a clear user intent—from high-intent “apartments in Trichy” searches to informational investment-focused keywords.
What I Did
- Categorized all keywords into Primary, Secondary, and Tertiary groups based on search volume (50–5000) and buyer stage, ensuring accurate alignment with search behaviour.
- Identified high-intent, location-based keywords such as “apartments in Trichy,” “property in Trichy,” “gated villas,” and “home in Trichy” to support sales-focused pages.
- Built a cluster model that connected pillar pages, cluster topics, and subtopics for both residential and commercial offerings—improving internal linking and topical authority.
- Created a full content map for Morais Residency and Morais International Business Park, integrating keywords like “commercial property investment” and “business park Trichy” with clear CTAs and hyperlink flows.
- Connected keyword clusters to user journeys through Miro-based visual mapping, linking investment topics, location benefits, residency features, and business park content into a unified topic architecture.
This structured keyword and cluster model created a search-intent-driven content ecosystem, helping Morais City build topical authority, improve relevance across residential and commercial segments, and position the brand for high-volume real estate searches in Trichy. It also guided all future content, internal linking, and on-page SEO decisions with clarity and precision.
Technical SEO Audit & Fixes
To strengthen Morais City’s search performance, I carried out a complete technical SEO audit covering Core Web Vitals, indexing health, page experience, loading speed, mobile performance, and user engagement metrics. The audit exposed performance gaps on both mobile and desktop, especially around loading time, rendering, and best-practice compliance. Using these insights, I executed targeted fixes to improve stability, speed, and search engine crawl efficiency.
What i Did
- Improved Core Web Vitals performance by optimizing LCP, FCP, CLS, and TTFB, ensuring smoother loading and reduced layout shifts for both mobile and desktop experiences.
- Optimized mobile performance, reducing Largest Contentful Paint to 1.7 seconds, FCP to 1.5 seconds, and bringing CLS to 0, significantly improving user experience.
- Enhanced desktop rendering efficiency, achieving 1.2s FCP and near-perfect layout stability, helping search engines index content faster.
- Identified performance bottlenecks (low performance score: 43–54) and implemented optimizations including image compression, lazy loading, script minimization, and cache improvements.
- Strengthened SEO best practices, maintaining a consistent 100/100 SEO Score across audits by fixing metadata issues, accessibility gaps, and HTML structure improvements.
- June vs May engagement improved because of technical and content updates (source: Monthly SEO chart – June report)
- December vs November showed higher user count, higher event count, and stable bounce rate, reflecting improved technical performance
These technical optimizations built a stronger backbone for the website, enabling faster load times, better mobile usability, cleaner crawling paths, and improved content discoverability. As a result, engagement metrics strengthened month-over-month, keyword rankings stabilized, and the site became more aligned with Google’s page experience expectations—directly supporting stronger organic visibility and lead conversions.
Search Console Performance Growth
I began by analysing Search Console data from August 2024 to identify ranking limitations, keyword gaps, and content performance issues. Using these insights, I designed and implemented a targeted SEO strategy built around the pillar–cluster model, along with technical fixes and on-page improvements. This approach helped strengthen keyword relevance, improve internal linking, and enhance content depth — which collectively contributed to the significant performance improvements observed in January 2025.
Performance Overview: August 2024 vs January 2025
AUGUST 2024 (Before SEO Scaling)
- 1.2K clicks
- 14.9K impressions
- 8.1% CTR
- Avg Position: 7.8
Traffic mainly driven by branded queries like “morais city,” “morais city trichy,” and “morais city photos,” with limited non-branded visibility.
AUGUST 2024 (Before SEO Scaling)
- 1.2K clicks
- 14.9K impressions
- 8.1% CTR
- Avg Position: 7.8
Traffic mainly driven by branded queries like “morais city,” “morais city trichy,” and “morais city photos,” with limited non-branded visibility.
WHAT I DID TO ACHIEVE THIS GROWTH
- Improved keyword coverage beyond branded searches.This shift indicates successful implementation of the keyword cluster model and supporting content.
- Strengthened landing pages with search intent optimisation.These improvements reflect better indexing + relevance alignment.
- Achieved wider country-level visibility.This indicates the site became more discoverable for NRIs searching for Trichy real estate and investment opportunities.
- Enhanced Top Query Positions.And investment terms started surfacing more frequently.
- Day-wise performance showed consistency.This only happens when crawl frequency increases a direct result of technical SEO improvements and stronger topical authority.
Strategic Impact
My SEO execution led to:
- +137% increase in total clicks
- +175% increase in total impressions
- Improved average ranking (7.8 → 7.2)
- Significant growth in non-branded discovery
- International traffic expansion
- Higher engagement across property & content pages
GA4 Organic Traffic & Insights
To measure the long-term impact of my SEO and content strategy, I analysed Morais City’s full-year GA4 dataset. This included traffic sources, user behaviour, top content performance, engagement patterns, device usage, and international reach. The data clearly shows that organic traffic played the dominant role in driving discovery, engagement, and returning visitors throughout the entire year.
Organic Search as the Primary Growth Driver
- 8,814 total users (55.18% of all traffic)
- 8,683 new users (55.42%)
- 27,343 views (64.45%)
- 88,920 total events (65.81%)
- Average engagement time per user: 1m 30s
This confirms that SEO was the core engine of user acquisition significantly outperforming Paid Social, Organic Social, Direct, and Referral combined.
Session-Level Growth Proves High Intent from Organic Visitors
- 13,019 sessions (60.15%) came from Organic Search
- Engagement rate of 71.89%
- 7.23 events per session indicating deep interaction with the website
- Average engagement time: 1m 04s
Organic users not only arrive they stay longer, interact more, and explore more pages.
Content & Page Performance — Blogs and Key Landing Pages Lead Engagement
- Home Page: 20,297 views
- About – Trichy’s Leading Real Estate Company: 1,718 views
- Amenities Page: 1,401 views
- Analysis on Morais City (blog): 1,284 views
- Events Page: 1,248 views
- MM-Divine: 971 views
- Agam Puram Apartment Page: 877 views
Blog pages entered the Top 5, proving that the pillar–cluster SEO model successfully brought informational traffic, not just branded queries.
Event Performance — Deep Content Interaction
- 42,428 page views
- 28,862 engagement events
- 11,040 scroll-depth events
- 15,668 new user first_visits
- 497 form_start events (important for leads)
My work successfully increased content exploration, scroll depth, and lead interaction events.
Social Channels Analysis (Organic Social)
- Instagram: 669 sessions
- Facebook: 447 sessions
- LinkedIn & others: 204 sessions
International Traffic Growth — Strong NRI Discovery
- USA: 998
- UAE: 355
- Singapore: 241
- United Kingdom: 122
My SEO strategy increased global brand visibility, especially among NRI property seekers.
Instagram had the highest session share, while Organic Social – Others had the highest average engagement time (1m 08s).This shows strong brand awareness value from your organic marketing efforts.
What I Achieved
- Built organic search into the #1 traffic source, contributing 55% of all users
- Improved engagement rate to 62.35% across the year
- Increased deep-scroll behaviour with 11,040 scroll-depth events
- Strengthened non-branded content visibility (blogs ranking & performing)
- Expanded global reach (US, UAE, Singapore, UK traffic increased)
- Improved average engagement time on key pages through UX & content alignment
- increased multi-channel integration (Organic + Social + Direct synergy)
- Supported more form interactions, contributing to lead-funnel growth
Clarity Behaviour Analysis
What I Observed (Problems Identified)
Through Microsoft Clarity, I observed several behavioural issues that were affecting user flow and engagement. The website recorded a 14.83% dead-click rate, showing that many users were clicking on elements that were not actually interactive. I also noticed quick backs (9.82%), where users immediately returned to the previous page due to unclear value or mismatched expectations. Scroll depth averaged 52.23%, indicating that while users were engaging, many were dropping off before reaching key content sections. A small number of rage clicks highlighted mobile frustration points. Additionally, the heatmap data showed that certain high-value pages like the Commercial Property Investment page and Marathon page were heavily visited, but not all users navigated deeper, revealing gaps in content sequencing and CTA visibility.
What I Did (Changes Implemented)
Based on these insights, I optimised the user experience to reduce friction and increase engagement. I fixed all dead-click hotspots by improving link structure, making visual cues clearer, and enhancing button responsiveness. I restructured the above-the-fold content to better match user expectations, added stronger section headings, improved content hierarchy, and repositioned CTAs to guide users more effectively. To improve scroll depth, I broke long content into digestible sections and strengthened internal linking across high-traffic pages. I also optimised mobile tap targets and improved page-loading responsiveness to reduce rage clicks. These changes resulted in smoother navigation, deeper content consumption, and stronger engagement metrics across GA4 and Search Console.
Google Tag Manager
Tracking Gaps & Issues
When I audited the tracking system, I found that the website had incomplete and inconsistent event tracking. GA4 was capturing only basic pageviews, while key user interactions such as scroll depth, CTAs, carousel clicks, form starts, form submissions, outbound links, and button engagements were not properly recorded. With no structured event taxonomy, important behaviour signals were missing from analytics. This limited our ability to understand the real user journey, especially in high-intent areas like Amenities, Career, and Marathon pages. The absence of enhanced measurement setup also meant we couldn’t accurately attribute which content sections or CTAs were contributing to conversions.
Complete GTM Event Architecture
To fix this, I built a complete Google Tag Manager (GTM) tracking framework tailored specifically for Morais City’s funnel. I configured GA4 with event-based tracking, created a standardized naming system, and mapped all major user actions into GTM. I set up triggers for scroll depth, video interactions, outbound links, form starts, form submissions, CTA clicks, key navigation elements, and engagement timers (1-minute & 3-minute events). I also deployed error-free tags and ensured zero duplication across GA4 and GTM. With this system, we gained a clear view of how users consumed content, which CTAs performed best, and which pages had the highest conversion potential. This data directly supported optimisation decisions and strengthened the overall SEO strategy.
Google My Business (GMB) Optimization
Visibility Gaps & Local Ranking Issues
During the initial audit, I noticed that Morais City’s GMB profile lacked consistent posting, keyword-focused content, and local ranking signals. Important keywords related to apartments in Trichy, commercial property, investment plots, and branded searches were not present in posts or descriptions. The listing was active but not strategically optimized, causing limited visibility for high-intent local searches. Engagement metrics were stagnant because users weren’t receiving regular content updates, and the profile wasn’t aligned with the SEO and content strategy across the website and social platforms.
Keyword-Based Posting + Local Signal Strengthening
To improve local visibility and brand consistency, I implemented a structured 3-posts-per-week GMB content strategy directly aligned with our SEO keyword plan. Each post was crafted to distribute targeted keywords across the GMB ecosystem, ensuring the brand appeared for both branded and non-branded real estate queries. I created keyword clusters and rotated them across all platforms — GMB, social media, and blog content — to strengthen semantic signals. Along with this, I optimized the business description, added updated visuals, handled Q&A content, and monitored insights weekly. This consistent keyword-distributed posting helped improve local rankings, increased discovery impressions, and supported overall search visibility for high-intent “Trichy apartments” and “Morais City” related searches.
Monthly SEO Growth
Month after month, I built Morais City’s organic performance through a consistent cycle of analysis, optimisation, and content expansion. Every month’s data—GA4, GSC, blog performance, device behaviour, and user journey signals—guided my next set of SEO actions. This helped me maintain a steady upward movement instead of random spikes.
I gradually strengthened keyword depth, expanded the pillar–cluster structure, refined internal linking, improved page readability, and updated high-impact landing pages. Blogs were optimised with semantically connected keywords, while commercial and residential pages were realigned based on actual search behaviour. As these updates accumulated, I saw clear month-to-month improvements: impressions grew steadily, organic sessions became more consistent, scroll depth increased, and users started spending more time on the website.
Each month’s growth was not just a metric change — it was the result of incremental improvements across content, technical structure, behavioural insights, and keyword strategy. Over time, these monthly changes evolved into a stable organic ecosystem where Morais City gained stronger visibility, better engagement, and a predictable flow of high-intent users.
The Morais City SEO project transformed from a basic online presence into a fully structured, data-driven, and high-performing digital ecosystem. Through consistent technical improvements, keyword-driven content planning, a strong pillar–cluster model, accurate event tracking, and behavioural optimisation, I built a stable foundation that strengthened both visibility and user experience. Organic search grew into the brand’s most powerful traffic source, engagement increased across all major landing pages, and the website began attracting high-intent users not only from India but also from international NRI markets.
By aligning GA4 insights, Search Console performance, Clarity behaviour patterns, and GMB local signals, I created a cohesive SEO framework that improved discoverability, user flow, and content relevance month after month. The result was a measurable rise in impressions, clicks, engagement depth, and returning visitors—proving the effectiveness of a long-term, strategy-first SEO approach. This project demonstrates how structured optimisation, continuous monitoring, and data-backed decisions can elevate a real estate brand into a stronger, more trusted digital authority.
