Aria Care: SEO Growth Case Study

Case Study

Aria Care: Growing Location-Led Care Home Search Visibility

Aria Care is a UK-based care home group providing residential, nursing, and dementia care across multiple locations. The objective was to strengthen organic search as a primary acquisition channel for families researching care options especially for high-intent, location-based searches.

Customer

Aria Care (UK)

Service

SEO

Project Timeline

2023 – 2024

Avg. position improved

30.5 → 21.2

Project Brief

Aria Care wanted to increase organic visibility for non-branded “care home + location” searches so new families could find the right home during the research and comparison stage-while maintaining strong engagement quality.

Challenging Parts

The site performed well for branded searches, but many priority non-branded care and location keywords were sitting on page two and three restricting new user discovery and limiting enquiry opportunities from organic search.

Objectives & KPIs

Increase total organic clicks and impressions, improve average ranking position for core care and location keywords, expand non-branded keyword coverage, and grow high-intent organic acquisition while maintaining engagement quality.

Key Implementations

We executed a location-led SEO plan focused on intent alignment, technical stability, and topical consolidation to accelerate ranking gains on priority pages.

Optimize care home and location pages for search intent
Technical improvements to support crawling and indexing
Internal linking to strengthen topical relevance across locations
Re-optimise high-impression pages to improve rankings faster

Project Result Overview

Performance improved across visibility and rankings. Impressions increased from 3.68M to 3.73M and clicks rose from 92.2K to 93.2K. The biggest win was average position improving from 30.5 to 21.2, moving a substantial keyword set out of page three and into strong page-two and page-one contention supporting higher visibility for commercial and research-stage care queries.

Branded vs. Non-Branded Impact

Growth was driven by expanded visibility for non-branded care and location searches-helping Aria Care reach new families earlier in the decision journey. Branded terms continued to hold dominant positions, reinforcing trust and supporting repeat engagement.

Lead / Revenue Impact

Improved visibility for high-intent care home searches, paired with strong organic engagement-helped increase the volume and quality of enquiry-stage interactions across key location pages.

What Made This Campaign Successful

A location-led strategy aligned with real family decision journeys, rapid ranking improvements across priority pages, strengthened topical authority via internal linking, and a focus on qualified traffic over volume-based growth.

Our search visibility for care home enquiries has improved significantly, and we are now consistently attracting families who are actively looking for the services we provide. Organic search has become a dependable source of new enquiries for our homes.

Team Aria Care

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