Live-in care specialists, Elder, had hit a roadblock when it came to uplifting core rankings and seeing increases in organic visibility. With the personal nature of Elder’s services and price point, any conversions would be highly researched and considered, therefore we needed to ensure that Elder was answering the questions the audience needed to know much sooner on in the customer journey. We identified the opportunities for informational long-tail terms Elder was missing out on, and audited the site’s existing expanse of content to map it against the customer journey and new ranking targets.
22% increase in share of voice for “live-in care”.
We developed a content strategy which allowed us to fill the gaps in the customer journey, including new landing pages, blog posts, guide content, case study content and support with video content. We implemented a strategic digital PR plan which positioned Elder as a true authority in the care sector, planning campaigns which had both a national and regional focus. The coverage secured over a 12-month period reached over 670,000 people in some of Elder’s dream publications including The Telegraph, The Guardian and The Sun. We saw a record number of top 10 tracked keywords and a 22% increase in share of voice for “live-in care”.