Summary

I optimized the performance, SEO architecture, and user experience of a real estate portal, achieving a 25% increase in organic traffic and ranking property pages on the first page of Google.

UX and interface design

• I refactored the visual components applying Gestalt and contrast principles to direct attention toward the call-to-action buttons.
• I simplified the interface so every element had a clear purpose. Users staying past 3 seconds went from 25% to 65%, and those reaching the one-minute mark increased by 50%.

Web performance

• I automated image conversion to WebP format and adjusted their quality, reducing their weight by 40% with no visible loss.
• I inlined critical CSS to render visible content first and reduce LCP.
• I improved the Lighthouse SEO score up to 100%.
• I measured HTTP response times with Screaming Frog to validate the improvements.

SEO architecture

• I designed semantic URLs based on search intent, avoiding keyword cannibalization between dynamic pages.
• I automated the generation of unique titles and meta descriptions for each property, making indexing easier at scale.
• I optimized robots.txt to reduce the crawl budget and set up 301 redirects to preserve the domain's authority.

Recommendation algorithm

• I developed an algorithm that prioritizes the most relevant properties by combining the ranking assigned by the administrator with the most frequent searches in Google Analytics and Search Console within a short time window, with no additional server load.

Continuous integration and deployment (CI/CD)

• I set up GitHub Actions pipelines that run tests with Vitest, validate the build, and deploy automatically on every change, keeping errors out of production and speeding up delivery.