Case Study
Vitality Senior Services’ Refreshed SEO Content Leads to Significant Rises in Search Result Rankings
Senior living provider Vitality Senior Services sought to elevate their online presence through a strategic overhaul of their SEO and website design. Their goal was to enhance visibility and improve search engine rankings across their communities in Kentucky, Indiana, Ohio, and Tennessee.
This case study explores their journey, highlighting the strategic approach to content optimization and metadata enhancement—and the significant improvements in search rankings and online visibility that followed.
The Client
Vitality Senior Services
Established in 2017, Vitality Senior Services specializes in developing and managing communities that cater to the senior population, offering tailored housing and services. With a primary emphasis on independent living, assisted living, and memory care, Vitality currently operates 10 communities encompassing 872 units spread across Kentucky, Indiana, Ohio, and Tennessee.
The Objective
Vitality Senior Services’ primary objective was a comprehensive website redesign to improve the design of their family of websites that would better present their services. They wanted to improve organic search rankings and increase visibility, and ultimately conversions, in local markets.
Strategy & Execution
To achieve the objectives, IlluminAge Communication Partners devised a strategic approach:
Evaluate current SEO strategy.
We conducted a comprehensive assessment of Vitality Senior Services’ existing SEO strategy, analyzing factors like keyword performance, website structure, and current content optimization.
Create search engine- optimized web copy.
Our team crafted tailored content for each community, emphasizing location-specific information and amenities to enhance relevance and attract local traffic.
Collaborate with stakeholders.
Close collaboration with corporate and community leadership ensured that the new copy authentically and credibly depicted each community’s unique characteristics.
Optimize metadata.
SEO meta titles, descriptions, and schema markup were meticulously curated to align with search engine algorithms, boosting the visibility of Vitality’s communities in search results.
Monitor and adapt.
The IlluminAge team continuously monitored search engine rankings, adjusting as needed to maximize performance.
Results & Achievements
Within the initial three months post-launch, significant improvements were observed across Vitality’s online presence, including:
- Five communities began ranking in the top 10 for one or more keywords, marking a substantial increase in visibility.
- On average, community websites experienced a remarkable jump of 30 positions in search rankings.
- One of the websites for a brand-new community secured the No. 1 position for two keywords and ranked in the top 10 for two others.
Key Learnings
Our collaboration with Vitality Senior Services produced invaluable insights:
Research is paramount for effective SEO.
Thorough research was crucial in identifying relevant keywords and other SEO strategies that would optimize website performance and increase visibility in search results.
Localization enhances relevance.
Tailoring content to reflect the unique attributes and locations of each community significantly enhances relevance, thereby improving search engine rankings, user experience, and user engagement.
Continuous monitoring is essential.
The dynamic nature of SEO requires ongoing monitoring and adaptation. Regular assessment of search engine rankings allows for timely adjustments to maintain and enhance visibility.
Collaboration drives success.
Close collaboration between stakeholders, including corporate leadership and community managers, is integral to ensuring that SEO strategies accurately reflect the nuances of each community while supporting their optimization goals.
Conclusion
IlluminAge Communication Partners facilitated greater reach and engagement within local markets.
Through a strategic approach focused on content optimization, metadata enhancement, and stakeholder collaboration, IlluminAge Communication Partners successfully propelled Vitality Senior Services toward increased online visibility and improved search engine rankings, thereby facilitating greater reach and engagement within local markets.
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