Private healthcare services provider x Pollinate Marketing
Highlights
The brief
Client overview
This client operates in the private healthcare sector, providing residential care for older adults. Families often start their search online when looking for care, trying to understand their options, compare providers, and find a place they feel confident in. Being visible in those searches is crucial to connecting with the right people at the right time.
At the start of our work together, the organisation was relatively new and still building its online presence. They had a strong service offering and a commitment to quality care, but their visibility online didn’t match the level of trust and reputation they were earning offline. The challenge was helping them reach families who needed their services but hadn’t yet found them.
Campaign goals
The primary goal was to increase organic visibility for the care homes and the services they provide, so families could discover them easily when searching online. This included ranking for relevant local and informational searches, and making the website more engaging and helpful for visitors.
Another key goal was supporting the client’s growth into new locations. As the organisation expanded, they needed a scalable SEO approach that could build authority for each new location quickly, while maintaining consistency and trust across all locations. This meant that the campaign needed a lot more than just publishing some content and calling it a day!
The work
The main focus of this campaign was helping the client get their new locations noticed online. With several new care homes opening, we needed to make sure families in each area could find the right service at the right time.
- Full audit: we ran a thorough audit using industry-standard tools and shared the findings with the client.
- Technical improvements: we optimised site structure, internal linking, and keyword placement to support the new locations.
- Content creation: we built out AI-assisted and human-written content for location silos, supporting pages, and informative guides for families.
- Link building: we focused on links relevant to the client’s sector and local areas to strengthen each new location page.
The heart of the campaign was the content. Each location needed its own set of pages that made sense for families searching nearby — from services offered to helpful guidance on choosing care. We worked closely with the client to make sure each page was accurate, useful, and optimised for the right local searches. This broadened what we call the topical authority of the site (i.e., their breadth of coverage on the topics you would expect them to cover) which also helped the core pages rank.
Alongside the location content, we built informative guides that answered common questions families had when looking for care. These acted as a hub, linking back to each new location page and helping Google understand the site’s structure, while also providing real value to visitors.
By the end of the campaign, each new location had a strong presence in search, with pages designed to connect families to the right care home quickly and easily. The combination of structured pages, supporting content, and local optimisation set the foundation for ongoing growth as the client continued to expand.
Results
16-month traffic data
By the end of the campaign, organic traffic had doubled. The biggest boost came as the new locations went live — more families were finding the care homes and reaching out exactly when they needed support.
YoY traffic data
ROI
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