Miles Byron is an independent estate agency based in Swindon, supporting buyers, sellers and property owners across the local area. The business combines personal service with local property knowledge, helping people sell their homes, search for property, book valuations and make informed decisions in the Swindon housing market.
Outrank has worked with Miles Byron for five years, supporting the business through a long-term digital growth partnership covering SEO, website design, content creation, backlink sourcing, local search and ongoing website development.
During that time, the campaign has evolved alongside the business. What began as a search visibility project has grown into a wider digital strategy focused on strengthening the website, improving local authority and making it easier for potential buyers and sellers to find Miles Byron online.
The Challenge
Estate agency is a highly competitive local market. People searching for an estate agent in Swindon are often comparing several businesses at once, looking at trust, visibility, reviews, property listings and how easy it is to make contact.
For Miles Byron, the challenge was to build a stronger online presence that could support both sides of the property journey. The website needed to help sellers seeking valuations, buyers searching for homes, and local users comparing estate agents in Swindon.
The campaign also needed to support long-term growth. Search behaviour changes, competitors update their websites, and Google continues to place more weight on useful content, local relevance, authority and user experience. This meant Miles Byron needed a strategy that could keep developing over time rather than relying on one-off website changes.
What We Set Out To Achieve
Our work with Miles Byron has focused on building a stronger digital foundation for the business while continuing to improve local visibility across Swindon and the surrounding areas.
The main goals were to:
- Improve organic visibility for estate agency searches in Swindon
- Strengthen key service pages around property sales, buying and valuations
- Create useful blog content to support buyers, sellers and homeowners
- Build authority through backlink sourcing and citation work
- Improve the homepage so it better reflected the business and encouraged enquiries
- Support Google Business Profile performance through local optimisation
- Improve consistency across local business listings
- Rebuild the website as the business and campaign developed
- Create a stronger platform for future SEO growth
This has been an ongoing campaign, with the strategy developing as the website, market and business priorities have changed.
Building A Stronger Website Foundation
A key part of our work with Miles Byron has been website development. Over the course of the partnership, Outrank has completed a full website rebuild and is currently working on a second rebuild to further improve the site.
The purpose of this work has been to ensure the website is not only visually stronger but also built with SEO, usability, and conversions in mind.
For an estate agency, the website needs to do several things well. It needs to present available properties clearly, explain the business’s services, show trust, support local search intent and make it simple for users to get in touch.
Our website work has focused on improving the way users move through the site, from initial research through to property search, valuation enquiries and contact. This helps make the website more useful for potential customers while giving Google clearer signals about who Miles Byron serves and what the business offers.
Homepage Redesign
The homepage plays an important role in the campaign because it is often the first page users see when searching for Miles Byron or estate agents in Swindon.
We redesigned the homepage to better communicate the business’s value, improve its structure, and strengthen local relevance. This included reviewing the content, layout, calls to action and the way the homepage guided users towards key areas of the site.
The aim was to make the homepage clearer for people who were ready to act, while still supporting those who were earlier in the decision-making process.
For example, someone may visit the site because they are thinking about selling their home, while another user may be actively searching for houses for sale in Swindon. The homepage needs to support both journeys without becoming cluttered or unclear.
Creating Service Page Content
Service pages have been an important part of Miles Byron’s SEO strategy. These pages help the site target specific search intent, such as users looking for estate agents, property valuations, buying support or local property services.
Outrank has created and optimised service page content to make the website more relevant for the searches that matter most to the business.
This work helps Google understand the services Miles Byron provides, while giving users more useful information before they make an enquiry.
Rather than relying solely on broad homepage visibility, service-led content provides the website with more entry points. This is especially important for estate agency SEO because users may search in different ways depending on their needs. Some may search for an estate agent, others for property valuations, buying advice, or homes for sale in a specific area.
Creating Blog Content To Support The Customer Journey
Alongside service pages, we have created blog content for Miles Byron to support users at different stages of the property journey.
Blog content gives the website more opportunities to answer common questions, build topical relevance and support long-tail search visibility. For estate agents, this is particularly valuable because buyers and sellers often research before they are ready to make direct contact.
They may want to understand how to prepare a home for sale, how valuations work, what to look for when buying property or how to choose the right estate agent. By creating helpful content around these topics, Miles Byron can reach users earlier in the decision-making process.
This also supports the wider SEO strategy by strengthening the website’s topical authority around property, estate agency services and the Swindon market.
Backlink Sourcing And Authority Building
Content and technical improvements are important, but authority also plays a key role in long-term SEO performance.
As part of the campaign, Outrank has supported Miles Byron with backlink sourcing. This helps build stronger authority signals on the website and improves the domain’s overall trust profile.
For a local estate agency, backlink quality matters. Relevant links, local mentions, and niche property-related references can help the website compete in search results.
The aim has been to build authority steadily and naturally, supporting the wider SEO work carried out across the website.
Strengthening Local Search Visibility
Local search has been a major part of the Miles Byron campaign.
When people search for estate agents in Swindon, Google doesn’t just look at the website. It also considers the business’s wider local presence, including Google Business Profile information, local citations, business listings, reviews, consistency, and proximity signals.
Outrank has supported Miles Byron with a range of local SEO actions, including:
- Google Business Profile optimisation
- Bizify listing creation and optimisation
- WGYF listing support
- Local citation building
- Niche citation sourcing
- Business information consistency checks
- Local relevance improvements across the campaign
This work helps strengthen the business’s presence beyond the website itself. It also builds trust, especially when potential customers are comparing estate agents before contacting them.
Why Citations Matter For Estate Agents
Citations are online mentions of a business’s name, address, phone number and service information. For local businesses, they help reinforce legitimacy and location relevance.
For estate agents, this is especially important because trust is a major factor in customer decision-making. Sellers want to know they are working with a visible, established and accessible local business. Buyers want to know the agency is active in the area and easy to contact.
By improving citation coverage across local and niche platforms, we strengthened the wider digital footprint of Miles Byron.
This supports both users and search engines by making the business easier to recognise, verify and understand online.
A Long-Term SEO Partnership
One of the most important parts of this campaign is the length of the partnership.
Miles Byron has worked with Outrank for five years, which has allowed the campaign to move beyond short-term SEO fixes and into long-term strategic development.
Over that period, we have been able to review what is working, improve existing pages, create new content, support local visibility, refine the website and plan larger development projects when needed.
This long-term approach is important because SEO is not static. A website that performed well several years ago may need rebuilding, restructuring or refreshing as search behaviour changes and the business grows
By continuing to work together, Outrank has supported Miles Byron through different stages of its digital growth.
The Results So Far
The work carried out for Miles Byron has helped create a stronger online presence for the business across organic, local, and broader web search.
The campaign has supported:
- A more complete website structure
- Improved service-led content
- A stronger homepage
- More useful blog content
- Better local business visibility
- Stronger citation coverage
- Improved authority signals through backlink sourcing
- A clearer digital journey for buyers and sellers
- Continued website development through two rebuild projects
The current website already reflects a stronger local estate agency presence, with clear service information, property search functionality, valuation messaging and local Swindon positioning.
With the second website rebuild currently ongoing, the next stage of the campaign is focused on creating an even stronger platform for future SEO, usability and enquiry growth.
What Happens Next
The next phase of work is centred around the current website rebuild.
This gives Miles Byron an opportunity to further improve how the site looks, performs and supports users. It also allows us to ensure the new structure aligns with current SEO best practices, including stronger service pages, clearer internal linking, improved content presentation, and a better user journey.
Once the rebuild is complete, ongoing SEO work can continue to build on that foundation through content optimisation, local SEO, authority building and regular performance review.
Why This Work Matters
For a local estate agency, online visibility can directly affect the number of enquiries. Sellers need to find the business when they are ready to book a valuation. Buyers need to find available properties and useful guidance. Local users need to feel that the agency is active, trustworthy and easy to contact.
Our work with Miles Byron has focused on all of these areas.
By combining SEO, content, local optimisation, backlink sourcing and website development, Outrank has helped create a long-term digital strategy that supports both visibility and user experience.
This case study shows that ongoing SEO is most effective when treated as part of a wider growth plan, not as a one-off task.
Looking For Long-Term SEO Support?
If your business needs more than quick SEO changes, Outrank can help you build a long-term strategy focused on visibility, trust, and customer enquiries.
From content and local SEO to website rebuilds, backlink sourcing and Google Business Profile optimisation, we support businesses with practical digital work that keeps improving over time.
Get in touch with Outrank to find out how we can support your next stage of growth.