IP Live-In Care
Growing Organic Visibility for Live-In Care Searches Across the UK
+34.9%
Increase in Top 3 organic keyword rankings between October 2023 and May 2024.
+21%
Increase in keywords ranking within Google's Top 20, growing from 585 to 708.
100+
Location pages created and improved to expand live-in care visibility across the UK.
Project overview
- Client
- IP Live-In Care
- Industry
- Home Care
- Website
- ip-live-in-care.co.uk
- Platform
- WordPress
- Services delivered
Project team
-
Lucy ClowesHead of Operations & Search
- Jonathon Roberts
Technical SEO Lead
- Jessica McMillan
Key Account Manager
Executive Summary
Client Overview
IP Live-In Care is a UK live-in care provider helping people continue living independently in the comfort of their own homes. Its services include elderly live-in care, dementia care, respite care, emergency care and support following hospital discharge. Through carefully matched carers and personalised care plans, IP Live-In Care provides short and long-term support for individuals and families across different locations throughout the UK.
Main Challenge
The business had recently transitioned from the Independent People brand following a CQC rating, creating a need to establish and strengthen the IP Live-In Care brand in organic search. The website also had limited visibility for live-in care searches across specific areas of the UK, restricting its ability to reach families searching locally for care. Existing blog content was also failing to deliver meaningful organic visibility or support the wider customer journey.
Services Provided
We delivered a comprehensive organic search strategy combining SEO, GEO, technical and on-page optimisation, conversion rate optimisation, content marketing, link building and local SEO. Our work focused on strengthening the website technically, expanding its service and location content, improving underperforming blog content and building authority through relevant backlinks. We also created search-focused FAQs and content designed to increase visibility across traditional and AI-powered search experiences.
Key Results
Our strategy significantly expanded IP Live-In Care's national organic search footprint. By creating and optimising a much larger network of location-specific live-in care pages, the website was able to target people searching for care across more areas of the UK. This gave the business greater opportunities to appear for commercially valuable local searches while supporting wider national visibility for its core live-in care services.
About the Client
IP Live-In Care is a UK live-in care provider supporting people who want to remain independent and receive personalised care in the comfort and familiarity of their own homes. The business provides one-to-one live-in support tailored around each individual's circumstances, routines and care requirements, helping families find an alternative to residential care where appropriate.
Its services cover a wide range of care needs, including elderly live-in care, dementia care, respite care, emergency live-in care and support following a hospital discharge. Care can be arranged for both short and longer-term requirements, with carers carefully matched to each client to provide practical assistance, companionship and ongoing support with everyday life.
As a provider supporting families across the UK, organic search plays an important role in connecting IP Live-In Care with people at the point they begin researching care. Searches can vary considerably depending on a person's circumstances, from families looking for general information about live-in care to those urgently searching for a provider in a specific town, city or county.
This made developing a broader organic search presence particularly important. Our work focused on increasing IP Live-In Care's visibility for its core services while expanding the website's reach across different areas of the UK. By combining service content, location-specific landing pages, helpful informational content and wider SEO improvements, we aimed to create more opportunities for families to discover IP Live-In Care throughout their search for suitable care.
Objectives.
Our primary objective was to increase IP Live-In Care’s organic visibility for live-in care services across the UK, initially focusing on locations throughout the South of England before expanding the strategy nationally. We wanted to create a scalable location SEO strategy that would allow the business to appear in front of families searching for live-in care within their specific town, city, county or surrounding area.
Alongside increasing search visibility, we aimed to resolve the main technical SEO issues affecting the website and introduce a clearer URL hierarchy for location-based content. This would give search engines a more logical structure to crawl and understand while creating a framework that could support the addition of new location landing pages as the campaign expanded into further areas of the UK.
Content also formed an important part of the strategy. We wanted to increase the number of relevant users discovering IP Live-In Care through organic search by creating useful blog content around live-in care, ageing, health conditions and the questions families ask when considering care. This gave us an opportunity to target people earlier in their research journey, increase brand awareness and create internal pathways from informational content towards IP Live-In Care’s commercial service pages.
Challenges.
IP Live-In Care needed to establish stronger organic visibility following its transition from the Independent People brand. In a competitive care market, the website needed to build greater recognition under the IP Live-In Care name while competing with established national and regional providers for commercially valuable live-in care searches.
Geographic visibility was another major challenge. The business could provide care across a wide area, but the website did not have the location coverage or structure needed to reflect this in organic search. There were significant opportunities to target people searching for live-in care within specific areas of the UK, but doing so effectively required a scalable location strategy rather than creating disconnected landing pages without a clear hierarchy.
The website also had technical SEO issues that needed to be addressed to provide stronger foundations for future growth. At the same time, existing blog content was generating limited organic value. We therefore needed to improve the technical health and structure of the website while developing a more purposeful content strategy capable of attracting relevant users, building topical authority and introducing more families to the IP Live-In Care brand.
Core Deliverables.
The campaign combined large-scale location SEO with an ongoing programme of content, technical optimisation and authority building. This gave IP Live-In Care a consistent flow of SEO activity designed to expand its national search footprint and strengthen visibility across its core areas of care.
100+ Location Pages
Created and improved more than 100 location-specific landing pages to target live-in care searches across towns, cities and counties throughout the UK, initially prioritising opportunities across the South of England.
6,000+ Words of Content Per Month
Produced approximately 6,000 words of SEO-led blog content each month, targeting live-in care topics and conditions supported by IP Live-In Care's carers, including dementia and Parkinson's disease.
50+ Relevant Backlinks Acquired
Acquired more than 50 backlinks from relevant third-party websites, with a particular focus on health and care-related placements that could strengthen domain authority and topical relevance.
Ongoing Technical SEO
Regularly audited the website and resolved technical SEO issues affecting crawling, indexing and site health, ensuring the growing number of service, location and informational pages had strong technical foundations.
Scalable Location Architecture
Implemented a structured URL hierarchy for location content, supported by internal linking and relevant schema markup. This created a scalable framework for expanding IP Live-In Care's geographic targeting across the UK.
Service Page Optimisation
Optimised commercial pages covering services including live-in care, dementia care, elderly care, emergency live-in care and post-hospital support to strengthen their relevance for high-intent searches.
Search-Led FAQ Content
Researched and wrote FAQs for key service and location pages to target long-tail searches, answer common questions from families and increase the topical depth of commercially important landing pages.
Sitewide On-Page Optimisation
Improved page titles, meta descriptions, headings, copy and keyword targeting across the website to better align individual pages with the searches made by potential live-in care clients and their families.
Strategic Internal Linking
Connected blog content with relevant condition, service and location pages, helping search engines understand topical relationships while creating clearer routes from informational content towards enquiry-focused pages.
Strategy.
We developed a national SEO strategy designed to expand IP Live-In Care's visibility across the UK, strengthen its authority around the conditions its carers support and build greater trust in the brand through relevant third-party websites.
National Location Page Strategy
We created and improved more than 100 location landing pages to expand IP Live-In Care's visibility for people searching for live-in care in specific areas of the UK. Starting with priority locations across the South of England, we developed a scalable structure that could be expanded nationally. Each page was optimised around relevant local search intent, supported by a clear URL hierarchy, internal linking and appropriate structured data and schema markup.
SEO + GEO Focus
Local relevance, structured data, scalable location coverage and national organic visibility.
Content Writing & Topical Authority
We developed an SEO-led blog strategy around live-in care and the health conditions IP Live-In Care's carers regularly support, including dementia and Parkinson's disease. Rather than publishing generic care content, we focused on answering relevant questions families were actively searching for. This expanded the website's topical coverage, attracted users earlier in their research journey and created opportunities to internally link readers towards relevant care services and commercial landing pages.
SEO + GEO Focus
Topical authority, informational search demand, helpful content and stronger subject coverage.
Health-Focused Link Building
We carried out targeted outreach to secure backlinks from relevant health and care-related websites. Building links within the same wider subject area helped strengthen the authority of the IP Live-In Care domain while increasing the number of independent websites connecting the brand with health, care and live-in support. This supported the wider SEO strategy and helped strengthen the external trust signals surrounding the website.
SEO + GEO Focus
Relevant backlinks, external authority, brand associations and third-party trust signals.
Our Solution.
We developed a comprehensive SEO strategy for IP Live-In Care focused on increasing national visibility, improving the technical foundations of the website and reaching families at different stages of their search for care. By combining scalable location SEO, technical improvements, search-led content, FAQs and relevant link building, we expanded the website's organic footprint while strengthening its authority around live-in care and the conditions its carers support.
- Created and improved more than 100 location pages targeting live-in care searches across the UK
- Introduced a scalable URL hierarchy, internal linking structure and relevant schema for location-based content
- Identified and resolved technical SEO issues to improve crawlability, indexability and overall website health
- Created SEO-led blog content around live-in care, dementia, Parkinson's disease and other relevant care topics
- Researched and wrote FAQs to target long-tail searches and strengthen key service and location landing pages
- Secured relevant backlinks from health and care-related websites to strengthen domain authority and topical relevance
Growing Organic Search Visibility.
Our strategy focused on expanding the number of relevant searches IP Live-In Care could be found for, both through location-specific landing pages and informative content around the conditions its carers support. The results demonstrated how combining commercial landing pages with genuinely useful informational content could broaden the website's organic search footprint and introduce the brand to families at different stages of their care journey.
Competing With Established Health Organisations
Our content strategy targeted relevant questions surrounding the conditions IP Live-In Care's carers support. One of the strongest examples was our "Dementia: 10 Signs Death Is Near" article, which achieved prominent organic rankings for relevant searches and competed above established organisations including Marie Curie and Dementia UK. This demonstrated the potential for carefully researched, search-led content to build visibility beyond IP Live-In Care's core commercial service terms.
Expanding the Organic Keyword Footprint
Ahrefs data shows a clear increase in IP Live-In Care's organic keyword footprint following the start of our SEO campaign in October 2023. We began publishing new location landing pages and SEO-led blog content in November, with ranking keyword visibility subsequently increasing into 2024. This reflected the wider search footprint created by targeting both location-specific live-in care searches and informational queries around relevant care topics.
The Result.
Within the first seven months of the campaign, IP Live-In Care expanded its organic search footprint across commercially valuable and informational searches. Following the launch of our location strategy and SEO-led content from November 2023, Ahrefs data shows growth across Top 3, Top 10 and Top 20 keyword positions between October 2023 and May 2024.
+34.9%
Increased from 43 keywords in October 2023 to 58 by May 2024.
+8.6%
Keywords ranking on page one increased from 267 to 290.
+31.4%
Increased from 318 keywords to 418, creating further opportunities for future page one growth.
708
Up from 585 at the start of the campaign, an additional 123 keywords ranking within the top 20.
Conclusion.
Our work with IP Live-In Care combined technical SEO, location SEO, content marketing and link building to significantly expand the website's organic search footprint. By resolving technical issues, creating and improving more than 100 location pages, building a scalable location structure and publishing search-led content around conditions such as dementia and Parkinson's disease, we created more opportunities for families across the UK to discover the business when researching care.
Between October 2023 and May 2024, the number of keywords ranking within Google's top 20 increased from 585 to 708, while Top 3 rankings grew by 34.9%. Content created during the campaign also achieved prominent positions alongside and above established organisations for relevant searches. The campaign demonstrated how technical improvements, targeted landing pages, useful content and relevant authority building can help a care provider strengthen its visibility in a competitive search landscape and reach more potential clients nationally.
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