The Client
Hallmark Care Homes provide award-winning residential and respite care. They approach us with the aim of improving their overall online visibility to enhance their exposure. After speaking with the team, we drilled down into the objectives of their SEO campaign:
The Objectives
The Strategy
When we partnered with Hallmark Care Homes, we carried out an initial site audit and in-depth technical audit to determine errors across the site which was hindering the site’s local search visibility.
We then integrated on page optimisation to improve keyword density and better tailor content around search intent to the location terms.
As part of this, we implemented a creative, link-seeding content marketing campaign which earnt a number of organic links from relevant, authoritative localized publications. This worked closely alongside their existing traditional PR team in-house.
To provide further support to the team, we carried out Google My Business optimisation and brand reputation management across this platform for each of their care home locations.
We also integrated SEO and PPC campaigns to further enhance the brand’s visibility on SERPs and benefit from assisted conversions across both unified channels.
The Campaign
- The site’s overall technical health was poor when the campaign onboarded, meaning Google was struggling to properly crawl and index a large proportion of their core pages. Further to this, there was a large amount of content duplication across each of the homes which contributed to a lack of visibility.
- We completely rewrote all of their main care home location pages, ensuring we were targeting the most relevant location terms but ultimately providing users with enough information to help improve lead quality.
- We worked closely with the PPC department at Absolute who were running their paid ad campaigns to prioritise location based on conversions coming through each channel and top performing homes. We also closely worked with the Hallmark marketing teams to appropriately push certain homes dependent on the number of available beds each week.
- We also carefully optimised the Google My Business profiles with appropriate services and Google Posts to further enhance their on the SERP visibility, increasing the brand presence and offering more opportunities to capture traffic and leads organically
Results.
Since partnering with Hallmark Care Homes, sessions have increased by 31.92%.
We also saw a 38.84% increase in new users visiting the site, which has supported the 34.53% increase in enquiries.
From a ranking perspective, we have seen a 73.58% increase in top 3 positions, with the site ranking above or just one position below carehome.co.uk for all core location terms, furthering supporting the brands growth and position within the industry.
Absolute Digital Media have proven to be professional and knowledgeable in all aspects of digital marketing. They have always taken the time from day one to be responsive to our needs and are always available via phone, email or face-to-face if required. Having a strong online presence for each of our care homes has become increasingly vital and Absolute have continued to grow our brand significantly in the digital landscape.
Do you want to build an award-winning SEO campaign?
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