Opportunity
Amada Senior Care
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. 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. So what did we do?
We implemented a hyper-local approach that, among other things: 1) educated each franchise owner about local SEO to achieve buy-in and understanding; 2) rewrote and optimized duplicate content; 3) relied on hyper-local analysis of the competitive landscape for each particular franchisee.
74%
Increase in New Users
20%
Increase in Qualified Leads
70%
Increase in Top 3 Keywords
What We Did
Client Education
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.
Improved Authority and Google’s Crawlability
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.
Optimized Duplicate Content
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.
Competitive Analysis & Implementation
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.
Optimized Meta Data
Revised and optimized page titles and meta descriptions to improve visibility and click-through rate.