Loveday & Co: SEO Growth Case Study

Case Study

Loveday & Co: Growing Luxury Care Home Search Presence

Loveday & Co is a UK-based luxury senior living provider offering premium residential, nursing, and respite care. The objective was to scale organic visibility and make SEO a reliable source of qualified enquiries in a trust-led, high-consideration market.

Customer

Loveday & Co

Service

SEO

Project Timeline

2023 – 2024

Increase in Organic Clicks

+11.7%

Project Brief

Loveday & Co wanted to reduce reliance on brand-led discovery and improve visibility for high-intent non-branded care searches-so new families researching senior living options could consistently find key service and location pages in organic results.

Challenging Parts

The site depended heavily on branded demand and lacked consistent page-one rankings for decision-stage, non-branded care queries-limiting new user acquisition and reducing high-intent traffic.

Objectives & KPIs

Visibility and rankings improved significantly. Total impressions increased from 1.51M to 2.22M (+47%), clicks grew from 23.1K to 25.8K (+11.7%), and average position improved from 28.1 to 17.1—moving a large portion of priority keywords from page three into strong page-two and page-one contention.

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 primarily by non-branded care and service-based searches, expanding discovery among new users researching senior living options. Branded queries remained strong, reinforcing trust and supporting repeat engagement.

Lead / Revenue Impact

The uplift in organic visibility, combined with higher engagement and increased session depth, indicates stronger qualified enquiry potential and more decision-stage interactions across key service pages.

What Made This Campaign Successful

A strategy aligned with real decision journeys, fast ranking improvements for high-value pages, consolidation of topical authority through internal linking, and a focus on visibility growth in a trust-led sector.

Our organic presence has grown in both visibility and quality of traffic. We are now consistently reaching families at the research and decision stage, and SEO has become an important contributor to our enquiry pipeline

Team Loveday & Co

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