How We Reached 1 Million Search Impressions in 6 Months 

The Overview

Fllat is a coliving and furnished room rental marketplace operating across the US and UK. The platform connects tenants seeking short- and medium-term furnished accommodation with co-living operators and property managers. In the second half of 2025, Noseberry Digitals led the SEO and technical performance strategy that scaled organic visibility from the ground up. 

The Challenge 

Competing in a Fragmented, Location-Driven Search Market Without Paid Traffic 

Coliving search behaviour is hyper-local. Renters do not search for ‘coliving rooms’ – they search for ‘furnished shared rooms for rent in Miami’ or ‘co-living rooms in Chicago.’ Each city is its own search market with its own demand volume, competition level, and seasonal patterns. 

Challenge 1 – Zero Organic Footprint Across Target Cities 

Without city-specific landing pages optimised for local search intent, Fllat.com was invisible to renters actively searching across its target markets. The homepage could not rank for city-level queries. Every target city – Miami, New York, Chicago, Washington DC, London – required its own search presence built from scratch. 

Challenge 2 -Technical Performance Holding Back Rankings 

Core Web Vitals are a confirmed Google ranking factor. A platform with poor performance scores – particularly on mobile – faces a structural disadvantage in competitive local searches. Mobile performance needed to be assessed and any failing metrics addressed, before content work would reach its potential ceiling. 

Challenge 3 – Competitive Rental Markets in Every City 

The co-living and furnished room rental search landscape in New York (98,857 impressions for Fllat NYC page) and Miami (36,545 impressions) is highly competitive. The average search position of 27.47 across all pages indicated strong impression volume but a significant opportunity to improve click-through rates by moving into top-10 positions. 

The Objective 

Build a Location-Based Content Architecture That Ranks City by City
Create individual city landing pages for every primary market Fllat operates in. Each page must be optimised for the specific search intent of renters in that city. Target cities: Miami, New York, Chicago, Washington DC, Boston, London, and New Orleans. 

Pass Core Web Vitals on Desktop – Improve Mobile Performance 

Achieve a green Core Web Vitals assessment on desktop across all key landing pages. Identify and address the mobile LCP issue causing the mobile assessment to fail – the primary technical SEO barrier to competitive mobile search ranking. 

Grow Organic Search Share from Under 20% to 23%+ 

Shift the traffic mix away from direct-only dependence by generating consistent organic search volume. 6-month target: grow organic search to at least 23% of total sessions – reducing brand-dependency and creating a scalable, unpaid acquisition channel. 

Achieve an SEO Score of 90+ on PageSpeed Insights 

Technical SEO hygiene – meta tags, structured data, canonical tags, sitemap, internal linking, mobile responsiveness – must score 90 or above on Google’s own PageSpeed Insights SEO audit. This is the baseline that ensures technical factors do not block content from ranking. 

The Solution 

Three workstreams executed in parallel across 6 months. Each had measurable milestones and was validated against GA4 and Google Search Console data monthly. 

Workstream 1 – Location Content Architecture 

The core of Fllat.com’s organic strategy was building a city-by-city content architecture. Each city landing page was built to match the specific search intent of renters in that market – the queries they type when they are ready to find a room, not just browse. 

Each city page was built with: 

• Primary keyword targeting – e.g.,/miami/furnished-shared-rooms-on-rent targeting ‘furnished shared rooms on rent in Miami’ and related variants 

• Local demand signals – neighbourhood mentions, local context, and city-specific co-living descriptions 

• Structural content depth – enough content for Google to confirm topical relevance, not just keyword presence 

• Internal linking – connecting city pages to the homepage, related cities, and the onboarding conversion flow 

Workstream 2 – Technical SEO & Core Web Vitals 

Technical SEO creates the ceiling for how well content can rank. No matter how well a page is written, technical barriers – slow load times, CLS shifts, poor crawlability – cap its ranking potential. The technical workstream addressed each barrier systematically. 

Core Web Vitals – Desktop vs Mobile Results: 

Workstream 3 – On-Page SEO & Site Architecture 

The 92/100 SEO score on PageSpeed Insights confirms that technical on-page fundamentals are solid: correct meta titles and descriptions, proper heading hierarchy, canonical tags, mobile responsiveness, structured data, and internal linking. These are not optional – they are the baseline that allows content to compete. 

The Impact 

Measured results across July to December 2025 – all data sourced directly from Google Analytics 4 and Google Search Console. 

Top Organic Landing Pages – Search Console Data 

The location-based architecture delivered ranking pages across every target city. The homepage leads on clicks with a strong 14.22% CTR at position 6. City pages generate consistent impressions and clicks – New York earns the highest impression volume (98,857) as the largest US rental market. 

Top Pages by Engagement – Platform Behaviour 

469,604 total page views across 52,933 active users. The /onboarding page earns 4m 00s average engagement time – the highest of any page – indicating users who begin the booking journey are deeply engaged. The payment schedule page (2m 31s) confirms transactional intent is being fulfilled.