Case Study: PropertyGuru

Singapore Property  Property for Sale Rent  Singapore Real Estate   PropertyGuru

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As I wrote before, PropertyGuru is quite aggressive with their SEO. They are absolutely killing it on the SEO play. Top 3 landing pages for a long tail keyword.

Screen Shot 2015-03-17 at 3.10.31 pm

Still, even a big established company like them can still yield improvements.

1. Responsive Email Templates

I check my mail from my phone alot. From direct observation, I know most working professionals do as well. In fact, according to this study, mobile devices drive 66% of email opens. So it’s important to have an email template the reads well both on the desktop and on mobile. In this area, ProperyGuru can be doing better.


Contrast this with Quora, a site that is also heavy on content. Their font size and layout is much more readable compared to PropertyGuru.

This brings me to the next point.

2. Bigger Font Size Please!

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Font size 11 is really unacceptable in this day and age of modern web design. AS mentioned by Smashing Magazine, font size 16 is the way to go.

Ok, 16 might be a bit big but you get the idea.

I think this is testament to how important a problem PropertyGuru is solving in the real estate market.

3. Better Content

PropertyGuru is sitting pretty at the top. They are flushed with cash and doing very well on SEO. They have the resources to create better content but they don’t. Instead they rely on all these thin content pages for some of their long tail keyword content.

Singapore Condo Guides   Condo For Sale  Condo For Rent   Property Guru

Advantages Of Living In A Condominium   Singapore Condo  Property Guides   Property Guru

If they want to cement their position at the top, they need to be producing much higher quality content. Shopify is very good at this. They have what they call “Ecommerce University” that constantly produces very high quality content for their users. They have completely own this knowledge domain and made it easily accessible to their users.

Ecommerce Training  Ebooks  Videos   Guides That Teach You to Sell Online    Ecommerce University

If I were PropertyGuru, I would come up with guides like:

1) The Ultimate Guide to Renting a Place as an Expat in Singapore
2) The Ultimate Guide to Buying Your First Home
3) The Ultimate Guide to Buying A Condo

The list goes on. So much opportunity here for large gains. But speaking of content…

4. Sponsored Content

This is a very slippery slope they are going down. Feels like a decision that came straight from the Chief of Monetisation.

How To Choose Flooring Tiles For Your HDB BTO Flat    Propertyguru

6 ways to beautify your boring balcony   Propertyguru

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As any SEO will know, Google takes a stern view on sponsored “dofollow” content. You can get away with this for a while if you’re a “brand” but still, a dangerous game to play.

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