Home Instead SEO Strategy

Home Instead is a UK-wide national home care franchise brand that aims to provide supported living options for elderly or infirm people to help them to stay in their own homes for longer.

Eager to reduce reliance on PPC spend and make the most of their position as a leading recognised brand to grow their overall organic footprint, Home Instead wanted support with both a new website build and migration, and ongoing organic search growth efforts.

• Technical and content SEO specifications and consultative support through extended site rebuild and migration project which involved a change of CMS, mass redirect planning (> 50k URLs) and stakeholder management support for both head office and individual franchisees
• After a highly successful launch, supporting head office with ongoing national visibility growth to ensure more organic leads and care starts came through to the new website
• Assisting with new service development through assessment of interest and competition levels through an online search lens
• Working with developers to ensure continual technical SEO improvements to maximise visibility through use of improved markups, site structure, and UX work
• Onsite content strategy to develop relevant traffic growth to directly support key commercial query visibility as well as maximising brand saturation across natural search channels
• Focused visibility boosting of high converting commercial queries in order acquire more clients attributed to national office marketing activity
• Support with social channel organic visibility, PR, and incidental link building work, to boost the brand’s overall digital presence
• Ad hoc support and consultation for other site sections as well as client acquisition, including recruitment and franchise business growth
• Upskilling of internal head office team to enhance SEO support available internally to the wider franchise network
• Facilitated hire of in-house national SEO lead to take over the channel once it became so significant for the business that there was no question that a full time manager was required to take things to the next level

I worked with Home Instead for over three years including the migration project, and together we turned organic search from a “brand leftovers” consideration into a powerhouse of lead generation for the national office team.

In order to help take things to the next level with franchise SEO support rollout, I recommended to Home Instead that they stop working with me and instead hire a full time in-house SEO manager who could take full ownership of the strategy for the entire business – which they did. Absolute win all around, in my books!