Otodom

30% CTR

and Top Google Rankings:

Otodom’s Content Strategy

The Challenge

Although Otodom is a well-known and widely recognized real estate listing portal, its blog had surprisingly low visibility on Google for informational queries related to finance and credit. 

Our keyword and content gap analysis revealed that the main barriers were:

  • Lack of evergreen content, as the blog was dominated by time-sensitive reports and analyses

  • Insufficient SEO optimization, with articles not aligned to relevant search queries

  • Strong competition, including listing portals, banks, developers, and financial institutions occupying the top spots in Google search results

The Strategy

Strategy

At Salestube, we developed a new content marketing strategy aimed not only at improving the blog’s search rankings but also at positioning Otodom as a trusted expert in mortgages and real estate. 

We focused on three core initiatives:

  • Competitive analysis. We reviewed content from platforms dominating Google results, identifying key formats, article lengths, and content structures.

  • Content gap analysis. We pinpointed gaps in Otodom’s content compared to competitors and uncovered new, high-potential SEO topics.

  • Content marketing strategy. We created a publication roadmap that included developing new articles and re-optimizing existing ones. The focus was on topics with strong search potential and the ability to rank high in search results.

The Results

+80%

more clicks on the top-performing SEO blog post compared to the previous leader (Otodom’s internal industry report)

1st & 2nd

positions in Google for high-volume mortgage and finance-related keywords

+30%

CTR for highly competitive financial queries

"Salestube fully understood the specifics of our industry and the challenges we face as a real estate portal. In a market where addressing users’ doubts and capturing their attention across different stages of the customer journey is essential, creating the right content was our top priority. Thanks to Salestube’s support, our blog not only significantly improved its visibility on Google but, more importantly, began responding more effectively to users’ real needs and questions, both for those seeking detailed mortgage information and those at earlier stages of planning a property purchase."
Marta Buzalska
Content Marketing Manager