Our SEO content strategy helped boost the conversion rate by 132% within a year, more than doubled organic conversions and led to some of the lowest cost per move-ins in the company’s history. Read how we did it here:
About the Brand
Our CCRC client is renowned for offering an array of lifestyle options to seniors, emphasizing independence, activities, and community connection. Their retirement communities, spread across the nation, cater to active seniors seeking a vibrant life surrounded by friends. With amenities like all-day dining, fitness centers, and wellness classes, each community is designed to support a fulfilling, engaged lifestyle. Their commitment to quality and continuity of care allows residents to transition seamlessly between levels of care as their needs evolve, making them leaders in senior living.
Project Overview
At the beginning of 2023 we launched a strategy to help this Senior Living Provider increase their content production for the year by 3-4x what it had been in 2022. The focus would be to dramatically increase their lowest performing communities in the search engine results pages (SERPs).
While we were not focused on the entire portfolio it set the stage for us to measure results and split test their portfolio to see just how powerful a focused blogging strategy can be in generating a higher number and better quality of results.
Our strategy comprised 9 key components to ensure consistency, sustainability, and growth.
The Results:
Initial Phase:
Q1 to Q2 saw a 146% increase in conversions for communities that included blogging compared to the previous year at the same time for communities without the content boost.
Scaling Phase:
Q2 to Q3 saw an increase of 183% in conversions. Over 2023, the average increase in conversions for communities with blogging was a staggering 164% per quarter compared to 2022 and communities without the content boost.
Unexpected Outcomes:
Even for the communities that were not a part of the blogging strategy, we still saw a 70% increase in conversions compared to the prior six months. The content strategy gave the entire website a lift, not just the communities we blogged for directly.
Outstanding Community Performance:
Communities that received consistent blog content saw 132% more conversions compared to communities that did not receive any SEO blog content in the same time period. This strategy more than doubled organic conversions and led to some of the lowest cost per move-ins in the company’s history. In addition, the cost per lead averaged $70 while industry averages are $400+ per lead.
