Case Study

Kline Galland, a senior care provider in Seattle, aimed to strengthen their online presence by focusing on SEO and paid search strategies. Their goal was to boost website visibility, improve search engine rankings, and attract higher-quality web traffic across their range of senior living and care services.

This case study dives into the process and the steps taken to enhance SEO content, optimize metadata, and implement paid search campaigns—leading to substantial improvements in search rankings, website traffic, and user engagement.

The Client

Kline Galland

Kline Galland has been providing senior living and care services to the Seattle area for over a century. They serve thousands of people annually across the Pacific Northwest. Their services range from skilled nursing care and rehabilitation at Kline Galland Home to independent living, assisted living, and memory support at The Mary Schwartz Summit. Benaroya Community Services also provides home care, home health care, hospice care, and palliative care.

The Objective

In combination with the launch of a redesigned website, Kline Galland sought to improve its search engine rankings and increase web traffic, with a particular focus on attracting quality visitors who would engage with the site.

Strategy & Execution

To achieve the objectives, IlluminAge Communication Partners devised a strategic approach:

Audit of existing SEO.

IlluminAge started by evaluating Kline Galland’s current SEO efforts, identifying areas for improvement in keyword targeting, meta data, and website structure.

Overhaul SEO content and meta data.

IlluminAge created new SEO-optimized content, revised meta data, and made strategic updates to ensure that the website aligned with search engine algorithms. Ongoing monitoring and needed adjustments continued after the initial changes.

Start paid search campaigns.

Comprehensive paid search campaigns were launched to drive consistent, high-quality traffic to the website. Careful keyword selection, ad targeting, and regular optimization of campaigns were key to ensuring the desired outcomes.

Develop a content marketing program.

To further boost visibility and search rankings, IlluminAge implemented an ongoing content marketing program, publishing two blog posts per month. These posts were designed not only to improve SEO performance but also to engage Kline Galland’s target audience with informative, relevant content.

Launch website and fine-tune content.

The newly optimized website and content went live in September 2023. In February 2024, IlluminAge re-evaluated the site’s performance and refined the content to maintain its competitive edge.

Results & Achievements

After Kline Galland’s new website launch and within the first year there were substantial performance improvements, including:

  • Kline Galland’s average search position jumped up by 50 positions. Before the redesign, their website ranked in the top 10 for only one keyword. After one year, it ranked in the top 10 for eight keywords, two of which reached the number 1 spot, and five hit the top 5.
  • Organic search traffic grew year over year by nearly 13%, with a 52% increase in engagement rate and a 61% rise in views per session.
  • Average session duration rose to over three minutes, reflecting an 11% growth compared to the previous year. Blog posts published since the new website launch have an average engagement time of approximately one minute per post.
  • On average, 75% of the sessions driven by paid search were engaged, indicating that visitors were interacting with the content. Weekly monitoring and optimization ensured that click-through and conversion rates remained strong.

Key Learnings

Ongoing SEO optimization is critical.

Regular monitoring and updates to SEO content and strategies are essential for maintaining high search rankings in an ever-evolving digital landscape.

Content marketing boosts visibility.

Consistent content creation through blog posts significantly increases search rankings and drives traffic. Content marketing also helps position Kline Galland as a thought leader in senior care services.

Paid search delivers quality traffic.

Well-targeted paid search campaigns can effectively bring in high-quality traffic that converts into engaged users, helping to achieve business goals.

Conclusion

By leveraging a strategic mix of SEO, paid search, and content marketing, IlluminAge Communication Partners helped Kline Galland achieve significant improvements in their online presence.

Over the course of a year, Kline Galland saw dramatic increases in search rankings, traffic, and user engagement.

IlluminAge’s tailored approach ensured that Kline Galland reached a wider audience who engaged with the relevant, optimized content. The ongoing commitment to monitoring, optimization, and content development solidified their position as a premier provider of senior care and services in the Pacific Northwest.

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