Case Study: Taking Over an Assisted Living Web Site
WSI Internet Marketing has recently launched an in-depth on-page search engine optimization initiative for Bethesda Senior Living, a nationwide network of senior assisted living communities.
Bethesda Senior Living had really never optimized its site using an organic search strategy in the past. By joining forces with Tom and his team, Bethesda Senior Living had the intel they needed to implement a comprehensive keyword strategy on one section of their web site—10 pages focused on the Bethesda Gardens community in Phoenix, AZ.
Using a highly focused strategy on the entire section of Phoenix pages serves as a concise and measurable pilot program for future SEO efforts on other communities’ pages.
To begin optimizing the site based on existing search volume, the WSI Internet Marketing Team conducted thorough keyword research using the Google keyword tool. Because of the narrow focus on senior living in a single metro area, a small and relevant keyword list was compiled. A primary keyword [assisted living phoenix az] was chosen, as well as supplemental keywords in the same semantic category.
The primary keyword was mapped to the “home” page of the Phoenix section where it was written into the URL directly next to the root domain:
See the live example: Assisted Living Phoenix, AZ “http://www.bethesdaseniorliving.com/assisted”
Supplemental key words were mapped to the remaining pages. URLs were structured as follows:
See the live examples:
- Assisted Living Phoenix
- Phoenix Retirement Communities
- Phoenix Assisted Living
- Retirement Communities Phoenix
- Senior Living Phoenix
- Retirement Community Phoenix
- Retirement Community Phoenix Arizona
- Phoenix Senior Living
- Retirement Communities Phoenix AZ
- Senior Housing Phoenix
- Phoenix Retirement Community
While non-ecommerce sites sometimes don’t utilize a primary keyword as a kind of “category,” WSI Expert Internet Marketing took the unique approach of creating a primary keyword and many smaller, supplemental keywords so that every one of the 10 pages would contribute to the overall search engine success on the primary keyword.
The optimized pages have been live for only several weeks and already the organic footprint of the Phoenix pages is growing stronger. Four of the keywords listed above yield first page results for Bethesda Senior Gardens on Google for the first time in the web site’s history. Office staff in Phoenix reports the phone ringing and the emails coming in. During the next several months, the off page optimization as well as additional link building efforts should only accelerate these trends.