Premium Care Group operate several care homes across the South East but was struggling to generate consistent local enquiries. Their website listed all homes under one single domain, which meant that search engines treated them as a single location, making it difficult for individual homes to appear in local searches or Google Maps results.
As a result, families searching for nearby care options were finding competitors instead. The site’s structure also made tracking performance by location almost impossible, limiting their ability to see which homes were driving enquiries. From an SEO perspective, search engines were unable to clearly distinguish one care home from another, which weakened local rankings and visibility. To grow effectively, Premium Care Group needed a setup and SEO strategy that supported each home’s local visibility while maintaining a strong overall brand presence.
To break through in a highly competitive sector, we adopted an aggressive localisation strategy. Instead of relying on a single corporate site, we developed a network of dedicated micro-sites for each care home. This allowed us to tailor content to local audiences, build stronger regional signals, and compete more effectively in both organic search and map-based results. Each site was structured not only for usability but also to give search engines clear indicators of relevance for its specific geographic area.
Local SEO & Site Structure
- Created a network of dedicated micro-sites, each focused on a single care home
- Optimised URLs, metadata and schema markup for each location
- Added consistent NAP (name, address and phone) details to strengthen local trust signals
- Improved page speed across devices
- Integrated tracking and conversion goals to measure ROI per home
Content Strategy
- Targeted high-intent keywords like dementia care and respite care near me
- Built pillar and cluster content to showcase services for each home
- Incorporated both SEO and GEO strategies for a wider reach
- Developed Q&A and insight sections to capture AI and voice search queries
- Published expert-led articles to build trust, expertise and authority (E-E-A-T)
- Refreshed and optimised existing copy for clarity and conversion
SEO techniques
- Enhanced Google Business Profiles and Bing listings for each site
- Secured local directory citations to build backlinks and credibility
- Introduced a content calendar for consistent updates
- Monitored local rankings and refined strategy for top-performing regions
Moving to individual micro-sites made a real difference to Premium Care Group’s online performance. Each care home now appears more prominently in local searches and attracts regular, good-quality enquiries from people looking for care nearby.
The change also provided the team with much clearer visibility into what was working in each region, enabling them to focus their marketing efforts where they had the most impact. Since its launch, results have continued to improve, and Premium Care Group is now well-established online as a trusted name in care across several counties in the South East.
- Up to 800% increase in traffic across new micro-sites
- Around 30 qualified enquiries per week from local searches
- £168,000+ in monthly opportunities directly from online enquiries
- Ranking improvements of 40+ positions across key care-related keywords
- Featured in Google’s local map pack for multiple care home locations
- Outperforming national competitors like the NHS, Alzheimer’s Society and CareHomes.co.uk/li>
- Regular inclusion in AI-generated search results for key topics
Hands Digital made a real difference to how our customers found and responded to our care homes online. They have been and continued to be a great asset to our company
Project team
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