Appraisal firm website and service-specific local SEO
Appraisal is a referral business until it isn’t. Attorneys, accountants and homeowners all search differently, and the firms that show up for the specific search — not just “appraiser” — are the ones getting the call.
We built the site around the reasons people need an appraisal. Estate settlement, tax appeal, divorce, date-of-death, PMI removal. Each got its own page rather than sitting as a bullet on a services list, because someone searching “inheritance tax appraisal” is a very different lead from someone searching “home appraisal.”
The structure is doing the work. The homepage sits at position 7 across 2,800 impressions. Estate appraisals pulls 738 impressions on its own. “Home appraisal Philadelphia” and “real estate appraiser Philadelphia” both rank first. Eighty-seven separate queries now land in the top three.
Content on a cadence, not a quota. Posts on the Philadelphia tax appeal deadline and REO foreclosure appraisals in PA are each pulling around 100 impressions in the top ten — narrow topics, real search demand, written for people who already know what they need.
Between May and August, clicks went from 13 a month to 38 while click-through rate rose from 2.0% to 3.0%. More traffic and better-qualified traffic at the same time.