SEO CASE STUDY
How Orison Increased Organic Clicks to Prosper Communities’ Property Pages by 157%
Prosper Communities had a full portfolio of apartment communities with limited organic visibility. Orison identified technical, intent, heading, structured data, internal linking, and indexation issues across the property layer and rebuilt the SEO foundation around leasing intent.
CLIENT
Prosper Communities
INDUSTRY
Multifamily Real Estate
SERVICE
SEO, Technical SEO, On-Page SEO, Content / Internal Linking
+157%
Organic clicks to property pages
+45%
Property page impressions
3.68%
Property page CTR, up from 2.08%
6
Community pages moved from zero visibility to ranking
01 THE CHALLENGE
The Challenge
The property pages were the pages that generated leases, but they were the pages Google was barely showing. Prosper Communities is a Cincinnati based multifamily operator, and for this business the property page is where a renter checks floor plans, compares pricing, looks at availability, and decides whether to book a tour. Every other page on the site exists to send people there.
In the six months before the engagement, all seventeen property pages combined produced 573 organic clicks. Six of those pages were sitting at zero or effectively zero. Cypress Garden earned three clicks from forty eight impressions. Flats at Sycamore Creek earned three clicks. Delta Bend earned seven. Colerain Avenue Apartments, 43hundred at Batavia, and Deer Park Flats earned none at all, because Google was barely returning them for any query.
This was not a ranking position problem. A page at position forty still collects impressions. These pages were not collecting impressions, which meant Google was not matching them to searches in the first place.
02 ROOT CAUSE
What Was Holding the Property Pages Back?
No defined search intent
The pages were written as property descriptions, not as answers to what renters actually search. There was no targeting of the terms that carry leasing intent, such as availability, floor plans, pricing, amenities, tours, or apartments near a specific neighborhood.
Duplicate and competing H1 elements
Several pages carried more than one H1, so no single heading clearly declared what the page was about. Google had no primary topic signal to work with.
Split domain authority
The homepage existed in Google records as four separate URL variants across HTTP, HTTPS, and www. Ranking signals that should have consolidated on one address were being divided, which weakened every internal link the property pages depended on.
No entity or structured data signals
There was no Local Business, Breadcrumb, FAQ, or Organization schema, so Google had no machine readable confirmation that each URL represented a real, distinct apartment community in a specific city.
03 THE SEO STRATEGY
The SEO Strategy
01
Consolidate the domain
Server level redirects from HTTP to HTTPS, HTTPS established as the canonical version, and a Search Console Domain Property verified through DNS TXT so that every variant finally reported into a single view instead of being tracked in fragments.
02
Map intent before touching any page
Keywords were separated into transactional terms covering availability, floor plans, pricing, tours, and applications, and commercial investigation terms covering best apartments in a location, apartments near a landmark, community reviews, and amenities. High volume informational terms with no leasing value were deliberately left out.
03
Rewrite titles and meta descriptions
Every property page received a title built from the community name, the city, and the intent modifier that matched its mapped keyword cluster, so the search result finally described what the searcher was looking for.
04
Repair the heading structure
Duplicate H1 elements removed, one primary H1 per page, and an H2 and H3 structure built around the sections renters actually scan: floor plans, pricing, amenities, availability, and neighborhood.
05
Implement structured data
Local Business, Breadcrumb, FAQ, and Organization schema deployed across the property layer, with every field matching content visible on the page rather than added to influence results artificially.
06
Route internal authority into the property layer
The Communities hub and the location content were linked directly into individual property pages, so supporting content feeds the money pages instead of competing with them for the same queries.
07
Correct the sitemap and verify
The XML sitemap was rebuilt to submit only canonical property URLs, then indexation was monitored in Search Console page by page to confirm each community had been crawled and indexed under the correct address.
04 THE RESULT
Before and After
Before
Clicks
573
Impressions
27,570
CTR
2.08%
After
Clicks
1,473
Impressions
39,991
CTR
3.68%
Selected Property Page Results
Six of the seventeen community pages, before and after optimization.
Cypress Garden
Before
3
→
After
212
Flats at Sycamore Creek
Before
3
→
After
116
Delta Bend
Before
7
→
After
106
43hundred at Batavia
Before
0
→
After
46
Colerain Avenue Apartments
Before
0
→
After
22
Deer Park Flats
Before
0
→
After
14
05 THE SECOND PROBLEM
Google Was Spending Its Crawl on URLs That Should Never Have Been Indexed
While auditing the page level report, a second and separate issue surfaced. Google was spending its crawl on URLs that should never have been indexed, and several of them were outranking real pages.
A live test page ranking in search. The URL /listing-test/ was indexed and collected 3,965 impressions and 46 clicks in six months. A staging artifact was appearing in front of renters.
Four homepage variants still active. The insecure address http://www.prosper-communities.com/ alone accounted for 2,145 clicks and 20,354 impressions in the last six months, confirming that redirect consolidation is not yet complete across every variant.
Empty archive and image URLs in the index. The uncategorized category archive and a series of wp content upload image files were being reported as landing pages.
Fragment anchors treated as separate pages. Dozens of heading anchor URLs from blog articles were being reported individually, nearly all at zero clicks, diluting the signals belonging to the canonical article.
Of 145 URLs in the page report, a large share earn no clicks at all. Every one of them still consumes crawl attention that should be reaching the seventeen property pages the business depends on.
Action Taken and In Progress
Action Taken
- Test and staging URLs removed from the index and blocked from crawling.
- Empty category archives set to noindex.
- Image file URLs prevented from being surfaced as standalone landing pages.
- Fragment anchor variants consolidated under the canonical article URL.
In Progress
- Remaining HTTP and www redirect rules are being completed at server level, with Search Console verification after deployment.
06 WHAT THIS UNLOCKED
What This Unlocked
Before this work, publishing content on the site had limited value, because there was nowhere useful for that authority to flow. The property pages could not rank, so internal links pointed at pages Google did not trust.
That has changed. Seventeen community pages now hold indexed, intent aligned positions, which means every location article, market guide, and neighborhood piece published from here forward has a commercial destination to feed. The property layer is now a working channel rather than a dead end.
Next Priorities
- Complete the redirect consolidation so the remaining variant traffic returns to a single canonical address.
- Resolve the cannibalization between neighboring communities.
- Continue improving property page click through rate from 3.68 percent by refining titles and descriptions on the pages that now hold the largest impression pools.
Supporting Analytics
Across the reporting window, Google Analytics 4 recorded 9.2K active users and 9.2K new users, an average engagement time of 1 minute 2 seconds per active user, and 89K events. In the session source and medium view, 8.6K sessions came from google organic. These figures describe overall site performance during the period and are shown as supporting context alongside the property page search data above, not as a direct result of the property page work alone.
The Data Behind the Results
This case study is built on first party measurement, not estimates. The property page results come from Google Search Console, comparing the last six months against the previous six months to August 2026. The supporting engagement figures come from Google Analytics 4 over the same period, and the diagnosis draws on a page level SEO analysis of every URL in the Search Console report.
Google Search Console, last six months compared against the previous six months, measured to August 2026.