Problem: Listicles powered a good volume of organic landing sessions to editorial content. Despite there only being 21 listicles (<2% of editorial articles) they drove 34% of organic traffic. The problem – manually written listicles weren’t scalable because they were written by humans and needed monthly editing to keep listed properties up to date.
Solution: Create ‘smart listicles’ – semi-automated evergreen listicles, produced at scale using smart tagging and generative AI.
Outcome: Smart listicles opened up an opportunity for Zoopla to rank for property search keywords which didn’t have enough search demand to warrant creating pages for every location in the UK, e.g. ‘cottages for sale + location’. They allowed targeting of property types by niche features to drive traffic.
