We help Autumna direct their clients to the best care and retirement homes that’s right for them.
Autumna is on a mission to help families understand and find the best later life care options, through its database of over 26,000 care homes, retirement living developments, home care and live-in care providers and its free advice line.
Challenge
Autumna approached the human tech agency because of our strong understanding of the care and retirement living markets. Changes in Google’s algorithm had affected Autumna’s search engine ranking. Also with the care and retirement living directory market becoming more competitive, a new PPC strategy was required to ensure Autumna was appearing front and centre of people’s searches.
What we did
We started by assembling a team of specialists in analytics, UX, SEO and PPC that could work on a daily basis with the Autumna marketing team.
Next, we ran comprehensive audits of the existing analytics, SEO and PPC. We used data-driven insights and competitive research to fully understand where the challenges were. Then we used empathy to fully understand the motivations of the users themselves.
For SEO:
We created a prioritised list of technical SEO improvements
Looked at the website architecture and user journeys and made improvements based on our findings
Created an SEO Content Plan
Set up a Youtube Optimisation plan
For PPC:
Set up focused PPC campaign and landing pages
Ran a continuous bid strategy monitoring to improve conversion level performance
Keyword performance reviews
Regular search term reviews to negative out irrelevant searches
Search term reviews to expand keyword coverage based on converting terms
Ad strength rating improvements
Launch of Performance Max campaigns to broaden reach with Display budget
Reviewing audience performance to maximise returns from profiled audience
Results
SEO Results:
· Increase in organic traffic by 42%
· Increase in backlinks by 23%
· Increase in referring domains by 43%
PPC Results:
· Increased click through rate by 52% (Oct'22 vs. Jul'23)
· Improved conversion rate by 84% (Oct'22 vs. Jul'23
Debbie Harris
Managing Director, Autumna
The Human Tech Agency have been supportive in accelerating our digital maturity when it comes to PPC and SEO. Their professionalism and friendliness go a long way to help us work together to achieve our company goals.