As a Home Care Agency Owner or Marketer, Should You Invest in Excellent SEO?
Of course, the answer is YES! But why?
(Case Studies at the end of this article!)
What Is SEO / Search Engine Optimization?
SEO stands for “search engine optimization.” In simple terms, it means the process of improving your site to increase its visibility when people search for products or services related to your business on Google, Bing, and other search engines. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business.(1)
Why is SEO important for marketing?
Search is often the primary source of digital traffic for brands and complements other marketing channels. Greater visibility and ranking higher in search results than your competition can have a material impact on your bottom line.
SEO is the foundation of a holistic marketing ecosystem. When you understand what your website users want, you can then implement that knowledge across your campaigns (paid and organic), your website, your social media properties, and more. (1)
Google relies on your website have EXCELLENT SEO and other information to make decisions about HOW MUCH to show people who search for "home care near me". Therefore, working with experts who understand what Google wants, and how to keep Google HAPPY, is super important!
Does Excellent SEO Increase Traffic to My Home Care Website?
- Search engine optimization is among the most important tools for any digital marketing campaign. It’s one of the essential techniques to achieve a better Google search ranking, which results in improved traffic to your website, and increased sales and conversions. (2)
How SEO Gets More Traffic
- SEO does this by getting you out of obscurity on page 10, 5, or even 2 of search results.
- It gets you onto page 1 where people can actually see your website.
- Over 90% of traffic goes to page one. About 60% goes to websites in those top 3 spots.
- One of the first measurable indicators that you’re getting an SEO ROI is that organic traffic is increasing.
- In order to know where you stand and how to improve your organic traffic, you need to look a bit closer.
- Find out which search terms people are using to find your website.
Case Study #1
In 2021 we completed a new website for a long-standing private duty home care agency located in New Jersey.
- Their specialty is live-in home care.
- They also do hourly home care.
- They have been in business for 37 years.
Challenges:
- Their old website was outdated from a technology standpoint and needed a fresher look.
- The website was slow, and losing rank for all keywords except for “live-in home care new jersey” (which has little to no search value)
- They also had a high traffic problem. 99% of their traffic was being generated from an old blog post related to eastern medicine vs western medicine. That blog post was getting hits internationally at over 50K per month. This was not getting them rank or leads for the business that is important to them.
Solutions:
- ASN completely re-built their website.
- ASN added long-form content and did a re-write of all services pages.
- ASN added 10+ location pages that are also long-form in design and serve not only their SEO needs but also make great landing pages for Google Ads.
- ASN now blog posts 2x per month. (SCOPE)
- ASN has increased internal linking throughout the site.
- Their keyword rank is great for their local area and outlying counties.
- They still rank #1-#3 for “live-in home care New Jersey” (this was important to the client)
- They are in the G.E.M. program, which is an important part of local SEO.
Traffic Data:
Traffic by Month
- Aug 2021: 666
- Sep 2021: 586
- Oct 2021: 618
- Nov 2021: 641
- Dec 2021: 746
- Jan 2022: 1022
- Feb 2022: 902
- Mar 2022: 1195
- Apr 2022: 1164
- May 2022: 909
The image below shows a comparison of two 6-month periods.
- Period 1: Jan 1, 2022 through June 19, 2022 (most recent dates in blue)
- Period 2: July 14, 2021 through Dec 31, 2021 (the 6 months prior)
You can see that there has been an increase in overall new users by 59%.
Overall page sessions increased by 51%
Important Note: Their Google Ads spend was the same for both periods. They did not increase or decrease their budget during this time.
Case Study #2
In 2021 we completed a new website with Advanced SEO for a Home Health Care Agency near Detroit, Michigan.
- Their specialty is Medicare Certified Home Health Care
- They have been in business for 10+ years.
- They are located north of Detroit in Madison Heights, MI
Challenges:
- Their old website was outdated from a technology standpoint and needed an updated look.
- The website was slow and losing rank for all keywords.
- Their traffic was low.
Solutions:
- ASN completely re-built their website.
- ASN added long-form content and did a re-write of all services pages.
- ASN now blog posts 2x per month. (SCOPE)
- ASN has increased internal linking throughout the site.
- Their keyword rank is great for their local area and outlying counties.
- They are in the G.E.M. program, which is an important part of local SEO.
Traffic Data:
Traffic by Month
- July 2021: 124
- Aug 2021: 141
- Sep 2021: 267
- Oct 2021: 528
- Nov 2021: 410
- Dec 2021: 350
- Jan 2022: 394
- Feb 2022: 343
- Mar 2022: 389
- Apr 2022: 503
- May 2022: 471
The image below shows a comparison of two 6-month periods.
- Period 1: Jan 1, 2022 through June 19, 2022 (most recent dates in blue)
- Period 2: July 14, 2021 through Dec 31, 2021 (the 6 months prior)
You can see that there has been an increase in overall new users and pages sessions by 32%
Summary:
As a home care agency owner, you want your phone to ring with more home care clients and more caregivers looking for jobs.
Your online presence is one of THE MOST IMPORTANT investments in your business today.
In-person marketing and direct referral marketing is also very important.
However, if you have no visibility online, no established online authority or trust, you may lose that referral.
Go right now and get your own free SEO audit. This simple audit will give you the education and ammunition to make better choices about your website, content, and online marketing.
Sources:
- https://searchengineland.com/guide/what-is-seo
- https://www.tronmedia.co.uk/how-can-seo-increase-web-traffic/
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