The Client
Amada Senior Care provides four kinds of services for seniors and families: in-home senior care, senior advising, home monitoring, and financial care coordination. It’s a franchise model with over 100+ franchisees that serve hundreds of different locations around the U.S.
Client:
Amada Senior Care
Industry:
Healthcare
Solutions:
SEO
Content
Data & AI
The Challenge
The objective was straightforward: drive more visibility for individual franchisee businesses in SERPs.
We also had two hurdles to overcome; every specific franchisee location page had the exact same 2,000+ word content as every other location, save the specific town or county name of the franchise. In other words: major duplicate content problem. Also, while the services provided by each Amada franchise are basically the same, the competitive landscape of each location was distinctly different.
To succeed, we would need to:
Many franchisees have minimal knowledge of SEO. Before starting work, we met with each franchisee to review SEO initiatives to help them understand the importance of each, the benefit, and the expected end result. We also learned more about their competitors and pain points to customize the program where needed for optimal results.
We enhanced the internal linking structure between the main domain to each franchisee’s microsite (which is a subfolder on the main corporate site). This helped improve the flow of authority and enabled Google to crawl every page on the subfolder. Furthermore, we used our in-house internal linking tool to stretch the client budget since it cuts back on manual time, while helping improve output quality.
When we started working on the site, we noticed that each franchisee’s microsite was duplicative of each other. To resolve this, we drafted new optimized content for each microsite’s homepage and the location pages they target.
Each franchisee is in a different location and therefore has a different competitive landscape. To better target our program to their specific needs, we conducted a local analysis. This helped us identify how many citations are needed, which reviews to generate, and what local links to obtain. We also used this time to optimize GMB listings.
Revised and optimized page titles and meta descriptions to improve visibility and click-through rate.
The Outcome
Scaling a local SEO strategy across more than 100 locations would typically involve a lot of time, coordination, and budget to see results. Our initial slow approach to trial a “beta” local program and find the items that make the most impact has paid off. We can now duplicate this program for all franchisees with minimal adjustments.
- 74% Increase in New Users
- 20% Increase in Qualified Leads
- 70% Increase in Top 3 Keywords
Transforming Brands to Support Strategic Growth
At LOCOMOTIVE, we build brands that open doors — to new markets, better business opportunities and long-term commercial impact. Whether you are preparing to scale, expand internationally or position for investment, we streamline the path from ambition to outcome.
