Boligsiden
Boligsiden grew organic search by 48% as AI reshaped search
The situation
The challenge
Boligsiden entered 2025 with a clear ambition: to build on a record-breaking 2024. The target required 48% organic traffic growth while three major changes unfolded at once. Google AI Overviews were reshaping how people search, with classic informational queries likely to be affected first. At the same time, a new Danish address register made a migration of more than 5 million URLs mandatory. Growth, a new search landscape and a complex technical migration all had to be handled in one programme.
What we did
Together with Boligsiden, we secured the foundation first. The budget was split with 55% allocated to technical work and 45% to content and analysis, turning the migration into an opportunity rather than a risk. Growth came from three tracks close to the realities of home buyers: local content for all 98 Danish municipalities, searches linked to life events such as divorce, inheritance and starting a family, and in-depth comparisons of property types and price trends. To perform in search results shaped by AI Overviews, we strengthened Boligsiden’s E-E-A-T signals through author profiles and structured data.
The result
Boligsiden grew organic traffic by 48% and delivered 56 million clicks to estate agents, an increase of approximately 14% year on year. The SEO investment generated around ten times its cost in value, while 70% of the property transactions involving the portal originated from organic search. One record year became another.
The approach
Secure the technical foundation · Build content around real demand · Strengthen authority for AI search
Secure the technical foundation
Allocated 55% of the budget to technical work, turning a migration of more than 5 million URLs into a growth enabler.
Build content around real demand
Developed local content for all 98 municipalities, life-event searches and detailed property and price comparisons.
Strengthen authority for AI search
Improved E-E-A-T signals with author profiles and structured data to support visibility in AI-shaped search results.
The results
Numbers that held up after the project closed.
From 49 million clicks in 2024 to 56 million in 2025.
48% growth on top of a record-breaking 2024.
The value generated was approximately ten times the SEO investment.
70% of the value was generated through organic search.
The pattern
Boligsiden's pattern applies
to every organisation.
It might be email routing, invoice processing, support ticket triage, form classification, or customer enquiry handling. Work a person does because the system hasn't been taught to do it yet.
This case is relevant if your team...
- Technical work is growth work. With 55% of the budget in the technical foundation, a migration of more than 5 million URLs became an advantage instead of a loss.
- Authority decides visibility in AI search. Author profiles, structured data and genuinely local content are what hold visibility when answers are written by AI.
Is your team doing work like this?
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