Our Portfolio

During our initial review, we identified that much of the site’s authority was concentrated around the homepage, while key development and location pages were not fully capitalising on this strength. Navigation and internal linking did not clearly signal to Google how the different developments, regions and property types related to each other. At the same time, meta data, on page copy and technical performance offered clear opportunities for improvement, particularly around page speed and user experience.

Our strategy focused on building a clear pillar structure that mirrored how buyers actually search for new build homes. We refined the homepage and created an optimised main developments hub that sits between the homepage and individual development or area pages. This allowed us to pass authority from the homepage to the developments page, and from there into each regional and site level page via carefully planned internal links. Alongside this, we refreshed copy across priority pages to better target high intent phrases such as “new builds Norwich”, “new homes Norwich” and “new builds Kings Lynn”, while also supporting broader discovery terms like “best way to get on the property ladder” and “new build home ideas”.

To support awareness and early stage research queries, we also optimised all new blog content for SEO. Each new article is reviewed and refined for keyword targeting, topical relevance, internal linking opportunities and meta data improvements. This ensures that new blogs immediately contribute to wider visibility and strengthen Allison Homes’ position across discovery searches.

To support the content and structural work, we implemented on page SEO best practice across the site. This included rewriting meta titles and descriptions, improving headings and internal anchors, and introducing caching to enhance page speed and overall site performance. These changes helped search engines to crawl the site more efficiently and provided a smoother experience for users researching developments and buying options.

As a result of this combined approach, Allison Homes has seen a significant uplift in organic performance. Domain Authority and Domain Rating have both increased, hundreds of keywords now rank on the first page in the UK, and key phrases such as “best way to get on the property ladder”, “new build home ideas” and “new development property for sale” are ranking in the top two positions. Overall, monthly organic clicks have more than doubled, and the average ranking position has improved from 58 to 19, strengthening Allison Homes’ visibility across their core regions and supporting ongoing sales across their developments.