Problem
Our hospice client faced challenges in maintaining local visibility across their multiple locations. Each location needed to be easily discoverable by individuals searching for hospice care near them. Additionally, conversions from online traffic into actual inquiries and patient admissions could be inconsistent, indicating a gap in converting search visibility into actionable leads.
Key Issues Identified:
- Inconsistent rankings for critical keywords like “hospice care near me” and location-specific terms.
- Inconsistent conversion rates from organic search traffic.
- Underutilization of Google Ads, with room for improvement in targeting and budget allocation.
Solution
Developed strategies to enhance their local SEO and PPC to increase phone calls and form fills, and ultimately improve admissions from Google.
The approach was multifaceted:
Local SEO Optimization
Keyword Strategy:
Focused on optimizing for highly relevant, location-based keywords such as “hospice care [city name]” and “home hospice care near me.” The keyword strategy aimed at improving the rankings of service pages for each location.
Google Business Profile (GBP) Management:
Enhanced the GBP for individual locations, and managing online citations.
On-Page SEO Improvements:
Comprehensive on-page SEO, technical SEO and off-page SEO, and improving the user experience to increase engagement and lower bounce rates.
PPC Campaign Management
Targeted Google Ads Campaigns:
Launched Google Ads campaigns tailored to specific locations, targeting individuals searching for hospice care services. The campaigns included both search ads and display ads to capture potential clients at different stages of their decision-making process.
Conversion Tracking and Optimization:
Implemented conversion tracking to monitor which keywords and ads were driving the most valuable leads. This data was used to continuously refine ad copy, targeting, and budget allocation to maximize return on investment (ROI).
Call Tracking Integration:
Enabled call tracking for all campaigns, allowing the team to analyze which sources led to the most inquiries. This data was crucial for optimizing the ad spend as well as SEO towards high-performing strategies.
Outcome
The combined local SEO and PPC efforts led to significant improvements in both visibility and conversions for this hospice.
Increased Local Visibility:
A 30% increase in Google rankings year-over-year, with critical keywords like “hospice care near me” achieving top positions across multiple locations.
GBP performance also improved, with a 25% increase in mobile searches and a 3% increase in business profile interactions.
Higher Organic Traffic and Engagement:
Organic Google search impressions grew by 21% year-over-year, and clicks from Google search increased by 26%.
Optimized Google Ads Performance:
Google Ads campaigns saw a 35% increase in click while the overall cost per conversion for PPC decreased by 4%, indicating more efficient use of the marketing budget.
Boosted Conversion Rates:
- Phone calls increased by 28%
- Form submissions increased by 56%
- Total overall conversion increase of 47%
- Improved Admissions From Google Sources
Conclusion
This surge in targeted paid and organic traffic directly contributed to a rise in inquiries and ultimately resulted in a near 50% increase in admissions coming from Google sources.
Through a strategic focus on local SEO and targeted PPC campaigns, our client successfully enhanced their online visibility and conversion rates across its locations. A tailored approach to digital marketing, especially in sensitive industries like hospice care, where local presence and trust are paramount can be greatly enhanced by focusing on local targets.
The outcome demonstrates how a well-executed digital strategy can turn online visibility into real-world results, helping our client reach more families in need of their services.
