Carolin Bischoff
Heeren Makelaars is a leading real estate agency in Amsterdam, helping buyers and sellers navigate one of the Netherlands’ most competitive housing markets. With deep local knowledge and a strong reputation in the region, the agency has built its business on guiding clients through every stage of buying and selling a home.
Their website was already being developed by a digital agency responsible for landing pages, neighborhood pages, and technical SEO. This gave Heeren Makelaars a strong technical and structural foundation, but it wasn’t built to answer the full breadth of questions that buyers and sellers actually search for online, questions about financing, neighborhood comparisons, viewing etiquette, negotiation, and the practical steps of a Dutch home purchase or sale.
After the launch of our new website, we noticed a drop in traffic. With the help of WP SEO AI, we have risen significantly in the rankings again! We consider our experience with Christian to be pleasant. He is proactive and ensures that the content is truly tailored to our services. Excellent!
Heeren Makelaars needed a scalable way to answer the hundreds of questions potential buyers and sellers ask throughout their journey, from the first search for a neighborhood to the final steps of closing a deal. Simply publishing more content wasn’t the goal. Building genuine topical authority around every relevant real estate topic was.
The existing website structure covered the commercial essentials well, but it left a large gap between those core pages and the long tail of specific, intent driven questions that make up the bulk of real estate related search volume. Producing this content consistently, and doing so in a way that was strategically linked to the site’s existing structure, required time and content capacity beyond what the internal team and their digital agency could realistically manage.
At the same time, the way people search was changing. Buyers and sellers were increasingly turning to ChatGPT and Google AI Overviews for direct answers instead of scrolling through search results. Establishing visibility and trust in these generative search environments meant building content depth at a scale that wasn’t achievable through manual production alone.
WP SEO AI complemented the existing SEO strategy instead of replacing it. While Heeren Makelaars’ agency continued building commercial landing pages and neighborhood pages, WP SEO AI created the supporting content ecosystem around them, filling the gap between broad commercial pages and specific buyer and seller questions.The platform published 241 articles covering buying, selling, financing, neighborhoods, and the broader Dutch housing market. Topics were chosen to reflect real search intent across the full customer journey, from early orientation questions to detailed, transaction stage concerns. Each article was strategically linked back to relevant pillar pages, reinforcing internal linking and strengthening topical authority across the entire site rather than treating each article as an isolated page.This approach was designed to work on two fronts at once: improving visibility in traditional Google Search results, while simultaneously building the kind of structured, comprehensive content that AI systems like ChatGPT, Google AI Overviews, and AI Mode rely on when selecting sources to cite.
Within ten months, Heeren Makelaars’ organic presence grew from a single, reactive channel into a consistent, always on acquisition engine.
Monthly organic clicks climbed from 1,359 to 7,439, representing a 447% increase, and adding more than 5,000 additional clicks within nine months. WP SEO AI content now accounts for 71% of all organic traffic on the site, generating 36,920 of the website’s 56,356 total monthly clicks, a clear sign that the supporting content strategy has become the primary driver of growth rather than a minor addition.
Beyond the raw numbers, Heeren Makelaars strengthened topical authority across the Amsterdam real estate market, giving buyers and sellers clear, relevant answers at every stage of their journey rather than relying solely on generic landing pages. This depth of coverage has also translated into visibility within generative search. Heeren Makelaars’ content is now being surfaced directly in Google’s AI Overviews, citing the agency alongside its own pages as a recommended source, a strong signal that Google’s generative search recognizes the content as authoritative and trustworthy.
Altogether, marketing has become scalable, efficient, and measurable for Heeren Makelaars, with a content strategy built not just for today’s search results, but for the AI powered search experiences that are increasingly shaping how people find real estate information.
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