Local Visibility, Big Impact
181% increase
in "Assisted Living" page views
Book a Tour
page views nearly doubled
207% increase
in conversions on the Assisted Living page
*YOY July 2023-2024 compared to July 2024-2025
The Challenge
Goodworks Bluegrass needed to strengthen its digital presence to reach more families researching senior living options. While PPC had been running since 2021 and was driving steady conversions, the website wasn’t fully optimized for organic search. Local rankings were slipping, and opportunities for branded keyword dominance and organic engagement weren’t being maximized.
The Solution
In early 2025, an SEO program was launched to complement existing paid media efforts. The strategy included:
- Monthly fresh content to keep the site competitive in search results
- On-page optimizations with a focus on local keywords
- Enhancements to key service and location pages to improve visibility and engagement
At the same time, paid media continued across PPC (focused on Assisted Living and Memory Care conversions), Meta (brand awareness), and Display (launched in late 2024 for branding support). Together, these channels created a full-funnel approach, with SEO fueling discoverability and paid media driving immediate leads.
Combining SEO with Paid Media for Optimal Results
The results show the power of combining strong SEO foundations with consistent paid media campaigns. After SEO updates began in January 2025, the Assisted Living service page saw a dramatic lift, with page views jumping from 3,331 to 9,376 and event counts more than tripling. The Book a Tour page nearly doubled its engagement, a direct indicator of increased prospect interest.
Organic search impressions also surged. Queries like “when to move from assisted living to memory care” gained 1,738 impressions, while branded terms such as “Bluegrass Way Senior Living” ranked in the top two positions with high impressions and clicks. Updates to the location page in June—highlighting amenities and surrounding communities—immediately boosted local visibility, signaling long-term gains still to come.
Meanwhile, PPC, Meta, and Display continued their steady role in building awareness and conversions, ensuring Bluegrass stayed visible at every stage of the decision-making journey.
Together, the dual approach of fresh SEO strategies and consistent paid campaigns positioned Goodworks Bluegrass as a trusted, visible option for families searching for senior living in their region.
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