Case Study: How We Boosted Navigate Aged Care Solutions’ SEO and Website Performance
Search Engine Optimisation (SEO) is something many business might have heard of in passing, or have a basic understanding of it's importance. Vanessa from Navigate Aged Care Solutions was ahead of the curve on that front - she understood the importance of SEO on her website, and had even engaged a consultant to assist her in implementing the basics. Unfortunately, while the work and implementation was technically sound, many of the key words, on-site content and meta properties were not aligned with Navigate's core business, which was resulting in poor click-through, despite their business getting decent impressions on relevant search terms. Vanessa reached out to us to lend her a hand.
The Problem: Poorly optimised meta titles and Low Search Rankings & Click-through
Navigate Aged Care Solutions have a fantastic reputation in the community for assisting families in navigating the complex web of aged care. However, their website wasn’t appearing in relevant Google searches, and for the searches they did appear for, their websites meta properties weren't configured to accurately demonstrate their business services. Potential clients struggled to find them online, resulting in missed opportunities and limited inquiries. The issue wasn’t the quality of their service—it was their lack of search visibility and website optimisation.
What We Found: Gaps in SEO and Website Optimisation
After conducting a thorough SEO audit, we discovered several critical issues affecting their online presence:
- Lack of keyword optimisation: Their website content wasn’t aligned with the search terms used by their target audience.
- Poor meta tags and descriptions: Many pages lacked optimised meta titles and descriptions, reducing click-through rates.
- Slow website speed: The site’s performance was affecting both user experience and Google rankings.
- Limited internal linking: The website structure didn’t effectively support SEO best practices, making it harder for search engines to crawl and index their pages.
The Fix: SEO Research, Optimisation, and Website Enhancements
Once we identified the key issues, we implemented a simple yet effective SEO strategy to improve Navigate Aged Care Solutions’ online presence:
- Keyword Optimisation: We conducted extensive research to find high-intent keywords related to services Navigate actually provide and strategically integrated them into their website content.
- On-Page SEO Enhancements: We optimised meta titles, descriptions, and heading structures to improve search rankings and increase click-through rates.
- Technical SEO Fixes: We enhanced site speed, optimised images, and implemented structured data markup to improve search engine visibility.
- Internal Linking Strategy: We restructured internal links to make navigation easier and help search engines better understand the content hierarchy.
- Focus on the business, not the technical: The original SEO implementation on site was technically sound according to the SEO platform being used, but the terms didn't align with the services Navigate actually offer. We ensured that we used high quality key words and content, that aligned with the services Navigate provides.
The Result: Increased Search Visibility and Website Traffic
After implementing these SEO improvements, Navigate Aged Care Solutions saw impressive early results:
- 60% increase in organic website traffic
- Higher search rankings for key aged care-related terms
- Improved user experience, leading to lower bounce rates and higher engagement
- Pages started receiving clicks they never had before.
More importantly, we were able to implement these changes quickly and with relatively low effort, which saved Navigate on costs. Additionally we were able to retain a lot of things that were working well for their website, including high-quality back-links, so they could retain the positive online reputation they'd worked hard to create. Vanessa and Navigate do great work, run a great business and have a great reputation in the community. She was an absolute privilege to work with, and we're glad she was happy with the results.
Know Marketing have provided me with fantastic service and I couldn't be happier! They are prompt, knowledgeable and explained the techno stuff in basic terms, which helped me to make smart decisions around my website and digital marketing plans. I look forward to our ongoing collaborations and I certainly recommend Know to other businesses needing marketing assistance.
Final thoughts: A marketing approach thats right for the business, not the plugin.
SEO can be a very technical component of optimising your website, but you can have a completely 'optimised' technical SEO implementation, but have it make no sense and drive no results for your business. That's why our growth marketing approach is to ensure that an SEO implementation meets both the technical and marketing needs of the business.
It's also incredibly important to us that we empower the people and businesses we work with. Navigate's website was built well (not by us), but was structurally complex, and they'd not been given the right handover or training to understand how it worked. Even though we hadn't built the site, we spent some time to run Vanessa through how her website worked, made up some basic technical documentation for her, and walked her through the SEO setup that was done on her original site, how it was performing, and what we had changed.
We don't charge for this work. We strongly believe every business (especially small & sole traders) should always know how their website works, and the less they need to pay an agency to help them maintain it the better.
If you've had an experience similar to Vanessa, or want support with your business' website or marketing please do contact us - we'd love to get to know you.
