Benetas is an aged care provider based in Melbourne. They offer a range of services in the aged care industry which includes Home care, Respite Care (short- term care), nursing homes facilities and retirement villages. They have over 75 years of experience helping Victorians live independently and safely at home
THE CHALLENGE
The aged care industry is highly competitive and highly skewed towards leading brands in the space. Benetas in particular are struggling to dominate organic search traffic especially for searches related to home care and nursing home facilities. They are looking for a results-driven SEO services to dominate search results for queries related to nursing home and home care.
Strategy #1: SEO Audit
We started with a technical SEO audit of the website highlighting opportunities related to meta data optimisations, internal linking structure, handling of 404 pages and indexing and crawlability issues. We also conduct a keyword research on the search patterns and devise strategy to target highly valuable keywords. Once we start implementing this technical SEO & on-page optimisation, we have immediately seen results from increased organic traffic clicks and better rankings across keywords.
Strategy #2 :Local SEO
As a portion of their business involves Google My Business, especially on their nursing home section. We have worked together with them to optimise their GMB profiles of all their 12 nursing home locations by optimising their listing names, their descriptions (about their business), developing a Google review strategy and online citations from local directories. Additionally, we programmatically build hyper localised suburbs pages for over 1000 suburbs, such as Home care in Richmond capturing traffic for local results.
Strategy #3: Content Strategy
We also created a content strategy based on our keyword research and actively building up new SEO landing pages to better target the keywords across home care, such as "Home Care Packages", "Support at home" etc. We made sure that these pages are crawled, indexed and ranking in search results to capture traffic.
Results
Following our on-going SEO partnerships, here are the promising results
:
Home care: 173% YOY increase in clicks from non-branded searches
Hyper-local suburbs pages drove 500+ clicks in 6 months Nursing Homes: Search impressions tripled and Benetas is ranking across "nursing home" and "aged care" related search queries.
Retirement Villages: Organic traffic to retirement village pages has increased by 30% YOY
