+£3.7m* fee revenue for The Modern House through SEO
The Modern House is a design-led UK estate agency with a strong editorial reputation and an ambitious growth agenda. The Modern House appointed 7DOTS to turn search into a predictable commercial channel: grow qualified organic demand, improve paid search efficiency, and build measurement the team could trust. Over a three-year engagement spanning SEO, paid search and digital consulting, we delivered a structured programme covering a full site overhaul and SEO migration, information architecture, GA4 and GTM governance, and ongoing SEO and paid search management.
+£3.7m*
annualised fee revenue
+70%
organic impressions
+56%
organic traffic
The challenge
The Modern House had genuine brand differentiation, but their site structure and search presence didn’t translate that into scalable, high-intent visibility. Information architecture had grown around internal editorial hubs rather than commercial search behaviour, creating uneven keyword coverage, inefficient crawl paths, and no consistent way to evaluate what was driving outcomes.
The technical baseline also limited performance, particularly on mobile where 67% of traffic arrived. Load performance, mobile usability and structured data weren’t strong enough to compete reliably for high-intent property terms. The business had strength in branded search, but limited reach across the wider category terms that generate buyer and seller enquiries.
Paid search was active, but measurement and governance were not robust enough to optimise for lead quality. Without clean tracking, spend couldn’t be confidently tied to meaningful enquiries, making it difficult to scale investment with confidence.
The solution
7DOTS built a total search programme designed to improve performance and decision-making, not just rankings.
Search-led information architecture – Audited crawl health and site structure, then rebuilt IA using keyword research and cohort analysis so commercial pages had clear pathways to rank and convert.
Risk-managed SEO migration – Planned and executed the platform migration with redirect mapping, indexation monitoring, structured data, and crawl validation to protect existing equity and accelerate recovery.
Measurement foundation with GA4 and GTM governance – Implemented GA4 and a comprehensive GTM overhaul to create reliable event tracking and a single source of truth for performance reporting.
Ongoing SEO and content strategy – Built keyword-led content briefs and on-page optimisation mapped to intent, property type and location to expand non-branded demand and compete beyond portals.
Paid search built around lead quality – Restructured and managed campaigns with segmentation, testing, and landing page optimisation, aligned to SEO to reduce cannibalisation and improve total search coverage.
Metrics that matter
+£3.7m* annualised fee revenue
+56% organic traffic
+70% organic impressions
+64% keywords ranking position 1-3
+17.5% domain rating
The outcome
Search moved from “brand support” to a measurable growth lever. The new site launched with a cleaner, search-optimised structure that improved discoverability across listings and editorial content, and the migration was managed to protect performance while enabling faster ranking gains.
Just as importantly, the analytics and tag governance work gave the internal team clearer attribution across organic and paid. That improved confidence in what was working, what to prioritise, and where investment would generate the best commercial return.
If you lead digital for a property, luxury, or considered-purchase brand and your search performance isn’t translating into qualified demand, 7DOTS can help.
We connect technical SEO, GEO, content strategy, paid search and measurement into one performance engine so you can scale visibility, improve lead quality, and make confident decisions with clean data.
* £3.7m is an annualised, scenario-based fee impact estimate derived from the case study’s incremental organic traffic uplift, using assumed enquiry and instruction conversion rates and a typical UK agent fee applied to an average asking price snapshot.