The Challenge
Hallmark was looking to improve their overall online visibility in order to enhance their exposure across Google and drive more conversions to each of their individual care homes.
It was necessary for them to be in front of their main competitors across local search terms as they felt a large proportion of their available market share was being consumed by much smaller operations across each of the care home locations.
Whilst PPC was performing well for them, they wanted to enhance their organic presence in order to reflect an upturn in the number of viewings at the care homes in each of the areas.
The Strategy
Absolute Digital Media undertook an initial site and in-depth technical audit to determine errors across the site that were hindering the site’s local search visibility.
This led to integrated on page optimisation to improve keyword density and better tailor content around search intent to the location terms. In addition, we implemented a creative, link-seeding content marketing campaign which earned a number of organic links from relevant, authoritative localised publications.
In order to further enhance the brand’s visibility on SERPs and benefit from assisted conversions across both unified channels, we integrated SEO and PPC campaigns. And finally Halmark underwent Google My Business optimisation and brand reputation management across this platform for each of their care home locations.
The Results
The partnership was a success, with Hallmark ranking in top positions for cares homes in various locations throughout the UK. They ranked in:
- Position one for care homes in Billericay
- Position two for care homes in Ammanford
- Position one for care homes in Tunbridge Wells.
The campaign also resulted in a:
- 38.84 per cent increase in new users
- 31.92 per cent increase in sessions
- 36.59 per cent increase in top three positions.
