Prepared by Brisk Web Services – Senior SEO Consultant (15+ Years Experience)

Introduction

This case study outlines our SEO work for a local assisted living client operating in a competitive regional market. Due to a strict NDA agreement, the company name and all identifying details remain confidential.

The client approached us after experiencing a sharp decline in organic traffic and minimal visibility on Google, which limited their ability to generate high-quality leads such as tours, consultations, and family inquiries.

Client Overview & Main Problem

The assisted living provider relied heavily on online visibility to attract families searching for safe, reputable care options for elderly loved ones.

However, the client faced several challenges:

Outdated website structure and slow performance
No clear keyword strategy
Poor Google Business Profile performance
Strong competition from national chains and aggregated directories
Low authority and weak backlink profile

Their internal marketing team was not equipped to diagnose or resolve the underlying SEO issues, so they contracted our agency for a complete SEO overhaul.

Initial Audit Findings

1. Technical SEO Issues

Our full technical audit revealed several critical problems:

Slow mobile loading times (3.9+ seconds)
Unoptimized Core Web Vitals, including a failing LCP score
Indexing gaps — key service pages weren’t being indexed
Broken internal links and outdated redirects
Uncompressed images and heavy scripts from legacy plugins
Duplicate title tags and meta descriptions
Incorrect sitemap structure and no dynamic sitemap updates

These issues significantly reduced crawl efficiency and ranking potential.

2. On-Page SEO Problems

Pages lacked keyword mapping and had no topical hierarchy
Thin content on service pages (less than 250 words)
Misuse of H1/H2 tags, resulting in unclear topical structure
Missing or weak E-E-A-T signals, crucial for YMYL (Your Money Your Life) niches like assisted living
No FAQ sections or schema markup to improve SERP appearance

3. Local SEO / Google Business Profile Issues

Google Business Profile had major gaps:

Missing service categories
No keyword-optimized business description
Only 5 photos and minimal updates
Inconsistent NAP data across directories
Low review volume and no review acquisition process
Very low visibility for “assisted living near me” searches

GBP was generating nearly zero calls or direction requests.

4. Backlink & Authority Gaps

Domain Authority was significantly lower than local competitors
Majority of existing backlinks came from unrelated or low-value sources
No authoritative health, senior care, or local editorial links
No brand mentions or citations in trusted industry directories

The client needed a clean, authoritative backlink profile to compete in this niche.

Strategy & Work Performed

1. Technical Fixes

We executed a full technical cleanup:

Resolved all indexing errors in Google Search Console
Implemented lazy loading, script minification, and WebP image formats
Rebuilt site architecture to improve crawl flow
Optimized Core Web Vitals (LCP, CLS, FID)
Updated XML sitemap and robots.txt
Removed outdated plugins and reduced total page weight by 42%
Improved mobile responsiveness across all breakpoints

2. Content Optimization & Expansion

We reworked every main page to meet SEO and user-intent standards:

Added 800–1,200 words of high-quality, empathetic, medically informed content
Created new pages for high-intent service categories:
- Memory care
- Respite care
- 24/7 nursing support
- Assisted living amenities
Added FAQ sections to all pages
Improved H1–H3 structure for clarity and SERP targeting

3. Keyword Mapping

We performed a full keyword clustering strategy:

Primary intent clusters (e.g., assisted living, senior care, memory care)
Local modifiers (“near me”, “city + assisted living”, “best assisted living”)
Informational search clusters for blog topics

Each page was assigned a dedicated keyword group to avoid cannibalization.

4. Internal Linking Overhaul

We created a structured internal linking framework:

Added keyword-rich contextual internal links
Connected service pages to location pages
Added breadcrumb navigation
Created topic clusters linked to core service hubs

This significantly improved crawl depth and page authority flow.

5. Local SEO Improvements

We fully optimized the client’s Google Business Profile:

Added keyword-optimized description
Added 35 new high-quality photos (geotagged)
Built out service categories
Published weekly GBP posts
Implemented a family-friendly review acquisition strategy
Corrected all NAP inconsistencies across 45 local citations

6. Schema Markup Implementation

We added structured data for:

LocalBusiness
AssistedLivingFacility
FAQ
Service
BreadcrumbList

This improved rich snippet eligibility and enhanced SERP presence.

7. Backlink Plan

We executed a safe, white-hat backlink strategy:

Outreach to local senior organizations and health directories
Citations added to authoritative care-related directories
Guest posting on senior living blogs and healthcare portals
Published local community-focused content to earn organic mentions
Built 12 high-authority links (DA 40–70) over 4 months

8. CRO Adjustments

To improve conversions, we:

Added clearer calls-to-action (Book a Tour, Request Info)
Improved form design and reduced form fields
Added trust badges, testimonials, and care certifications
Installed click-to-call buttons for mobile users
Rebuilt hero sections to match search intent

Results After 6 Months

All results are fully anonymized but based on measurable data.

Organic Performance

+178% increase in organic traffic
+214% increase in new users
22 high-intent keywords moved to Page 1
7 keywords ranked in the Top 3 positions

Local SEO / GBP Performance

+142% increase in GBP views
+187% increase in calls from GBP
+121% increase in direction requests
Consistent placement in the local 3-pack for core keywords

Lead Generation

+93% increase in monthly inquiries
+68% increase in booked facility tours
Steady increase in form submissions and phone calls

Revenue Impact

The improved visibility and increase in qualified leads helped the client:

Achieve near full occupancy
Reduce dependence on expensive referral agencies
Lower cost per lead significantly

Client Impact

By restoring the client’s organic visibility, strengthening their local presence, and improving on-site conversions, we helped them achieve predictable, high-quality lead flow.

For an assisted living provider, this meant:

More booked tours
Higher occupancy
Better local reputation
Increased authority and trust in their region

The client now relies on organic SEO as their primary source of new residents.

Conclusion & Call-to-Action

This project demonstrates the impact of a well-executed, technically sound SEO strategy in a highly competitive, sensitive niche such as assisted living.

If your organization needs reliable SEO results — whether local, national, or multi-location — Brisk Web Services can deliver measurable growth while ensuring complete confidentiality.

👉 Contact us today to discuss your SEO goals and explore how we can achieve results like this for your business.

SEO Case Study: Local Assisted Living Client (Under NDA)