News Article ————

Revitalising Fotocasa’s SEO Presence: Adevinta’s Success Story in the Real Estate Sector

Author image Published by [email protected]
Published Date 04.05.2023

Fotocasa ranks as one of the largest real estate platforms in Spain, boasting nearly 6 million monthly organic visits as per Sistrix data. Search Engine Optimization (SEO) plays a crucial role in the website’s positioning and stands as one of the primary attribution channels. Nevertheless, in 2021, the portal began grappling with a decline in website visits and a dip in online visibility.

To address this issue, Adevinta team developed and implemented an SEO strategy that involved reduction of the website size, which resulted in significant improvements in organic traffic.

The strategy implemented

The first step in the strategy was to perform a thorough SEO audit of the Fotocasa website. This helped to identify the main SEO pain points. In particular, It was discovered that a big percentage of the indexed pages received no traffic from organic channels, while consuming Google crawl budget.

It has been decided to reduce the number of the crawlable links across the website in order to facilitate crawling and indexing of the most important transactional pages (for example, “buy apartments in Barcelona”, “rent apartments in Madrid” etc.).

The next step in the strategy was to discover the patterns in the pages with zero organic value. The new research discovered the following schemes:

  1. Property pages
    It has been discovered that the product cards are usually active for a limited time, and they get deactivated by the time they get indexed by Google.
  2. Pagination pages
    Crawlable pagination would facilitate access for Googlebot to all the property pages available. If we decide to block crawling of the cards, there is no need to have crawlable pagination links.
  3. Local agency pages

It has been discovered that the website architecture was created in a way that every real estate agency registered on Fotocasa website, had separate URLs for the Spain, provinces, every municipality and each district inside the municipality, For example, there would be

In order to block these pages, it’s been decided to use different solutions, such as implementing the parameter “?from=list” for property links and blocking it through robots.txt. We also used robots.txt “disallow” to stop pagination pages from being crawled and converted local agency links into buttons that couldn’t be crawled by Google.

The results we received

By implementing these strategies, we reduced the number of crawled pages 10 times. This helped to facilitate crawling and indexing of the most important transactional pages on the website.

The strategy paid off, with the organic visibility of the Fotocasa website increasing by 48% since the beginning of the campaign, according to Sistrix. It has also helped to revert the negative non-brand trend by February 2023. Additionally, the number of keywords for which Fotocasa is positioned in Google has almost doubled, according to SEMRush.

The campaign for Fotocasa is an example of how reducing the size of a website can increase organic traffic and online visibility. It shows the importance of controlled indexing and highlights that fewer relevant pages can be more beneficial than millions of irrelevant ones. This campaign is a success story of doing SEO at scale, and it demonstrates that even the biggest websites can benefit from a thorough SEO audit and some strategic tweaking.

Celebrating Our Nomination for the European Search Awards

Our dedicated team has been tirelessly addressing the challenges faced in the industry. Through the investment of significant mental and physical resources, we have devised innovative solutions and strategies for implementation. Being selected as finalists for the prestigious European Search Awards signifies not only internal appreciation, but also external recognition of our team’s collective efforts.

Website  |  Instagram  |  Twitter  |  Facebook  |  YouTube  |  TikTok  |  LinkedIn

Share Facebook LinkedIn Twitter

Related News

Image: Promodo Represents Ukraine at the European Search Awards 2025 as the Only Shortlisted Digital Agency Promodo Represents Ukraine at the European Search Awards 2025 as the Only Shortlisted Digital Agency We’re thrilled that three of Promodo’s case studies have been shortlisted for the European Search Awards 2025, making us the only company from Ukraine to be recognized in this prestigious competition. About Promodo Founded in Ukraine, Promodo has grown into a global full-service marketing agency with 5 international offices and a professional team of 480 […] Read More
Image: Growthack Wins ‘Best Use of Search – B2B SEO’ at the European Search Awards Growthack Wins ‘Best Use of Search – B2B SEO’ at the European Search Awards In May 2023, Growthack partnered with elementsuite, an AI-enabled HR and workforce management software provider for enterprise businesses, to transform a stagnant website into a powerful lead-generation engine. Despite working with household names like McDonald’s, Travelodge and Roadchef, the business wasn’t attracting the right level of inbound demand or ranking for key commercial terms. Positioning […] Read More
Image: Expert insight into how this UK-based agency won big at the European Search Awards Expert insight into how this UK-based agency won big at the European Search Awards MRS Digital, a Digital Performance Marketing Agency based in Church Crookham, Hampshire, won the Best SEO Campaign Award last night at the European Search Awards with their work for investment, protection, retirement and in-house advice specialist, LV=.  MRS Digital was founded in 1999 as a website development company but quickly expanded in both size and services. […] Read More
Image: POLARIS Crowned Winners: Best Small SEO Campaign for Dune Partnership POLARIS Crowned Winners: Best Small SEO Campaign for Dune Partnership We are absolutely thrilled to announce that POLARIS, SEO agency in London has been crowned winners of the Best Small SEO Campaign award for our groundbreaking partnership with Dune London. After sharing our excitement about making the shortlist, we’re now delighted to bring you the news of our triumph! A Night to Remember at the […] Read More