Case Study Health – Search Engine Optimization – Home Care Provider

April 28, 2011

Case Study

Client: Regional Home Health Care Provider

Start Date: November 2010

Client Concerns:

Client concerns were that they had a very good website but they were not showing up in keyword searches that related to their business services.  They had good visibility on keyword searches for the company name but failed to appear in top posositons for keywords related to specific services they provide.  The client felt they were missing opportunities that only professional guidance could help them capture.  WSI was retained because they felt we had the broad range of experience and products to help the develop a comprehensive solution.

Research: The research affirmed the clients impression that they were not appearing in top search positions for specific important service related keywords.  They were being beaten by smaller comptetiors who performed better on these keywords.   The research also indicated a high abandonment rate (meaning the visitor views only one page and leaves the site) indicating some design and navigation issues with the base website.

Recommended Strategy:

  1. Place Google Analytics / Tracking software on the site to determine exactly what is happening with site visitors
  2. Provided extensive keyword research to determine the best works for this specfic business
  3. We optimized 5 primary entry page on the website focusing on specific service keyword sets ( SEO)
  4. Began a 12 month strategy of adding 2 pages of website content each month focuse on specific products and services each quarter. (Content Marketing)
  5. Ammend and update home page to improve navigation (Conversion Architecture)
  6. We are build 30 links per month to related websites and blogs (SEO)
  7. Added a trackable telephone numbers to the website home page and specific offline marketing campaigns (Analytics)
  8. Recommended that
  9. Began tracking specific keyword ranking and website visit data (Analytics)
  10. Will soon add a Google Advertising program for specific services (Pay-Per-Click)

Results:

  1. Visitors from search engines improved from 41% to 61% of total traffic to the site
  2. More visitors are coming from service related non-brand related keywords that we selected
  3. Bounce rate (one page view visits) from 47% to 39%
  4. Pages visited increase 10%
  5. Time on site improved by 14%

Call tracking:

  1. When compared to other advertising and promotional activity the website is the TOP producer of inbound telephone calls to the company
  2. This is causing the firm to rethink their advertising and promotional strategy and budget

Website Traffic Source Data