Care Home Link Building Case Study

The senior care industry is intensely competitive, with multiple businesses vying for the top spots in local search results. For families searching for care homes for thier loved ones, trust and credibility are critical factors.

Our client, a care home business operating across the UK, faced significant challenges, including low domain authority and limited online visibility. Many of their service pages for specific locations were underperforming, making it difficult to rank for profitable location-based keywords such as “care homes in Manchester” or “residential care homes in Bristol.”

To overcome these hurdles, the client needed a strategic link building solution that could improve search engine rankings, boost authority, and ultimately drive inquiries and booked tours. That’s where Rhino Rank came in. With over 7 years of SEO experience, we leveraged our expertise to build a bespoke link building strategy that would deliver real, tangible results. 

Our Account Management team started by conducting an in-depth strategy call with the client to understand their goals, assess competitor activity, and design a custom link building plan. The client’s limited backlink portfolio and budget constraints made them an ideal candidate for our Curated Links Package 1, which is specifically designed for businesses in the early stages of building domain authority.

This package allowed the client to purchase 8 backlinks of varying Referring Domain (RD) scores at a discounted price, providing up to a 15% savings compared to buying individual links.

We recommended the following:

• Curated Links Package 1 ($550)
  • 4x RD20-100 links
  • 2x RD100-250 links
  • 1x RD2050-500 link
  • 1x RD500+ link

This combination offered the client a cost-effective yet powerful link building strategy, maximizing their budget while laying the groundwork for long-term SEO success.

Our team recognized the care home industry’s specific digital marketing challenges and addressed them strategically. Local competition was fierce, with many care homes competing for top positions in search results. To ensure our client stood out, we focused on keywords families were actively searching for, such as “care homes near me” or “residential care homes in London.” 

We also focused on branded keywords. By including these in the backlink anchor text, we helped strengthen the client’s authority and trustworthiness in the industry, which reinforced their reputation and made them more memorable to potential customers. This approach also helped us avoid over-optimization, ensuring a more natural and sustainable ranking strategy.

These backlinks were then on a range of trusted websites in healthcare, senior living, and local community niches. This not only built credibility but also improved the overall SEO performance of the client’s website.

The results were impressive.

Within 12 months the care home went from less than 800 website visitors a month, to almost 2,000 – That’s a 126% increase in organic traffic. This visibility increase led to a 45% increase in enquires and 40% increase in booked tours, which contributed to the business growth.

The client also achieved top-three rankings for over 30 key local search terms, moving previously underperforming pages to the first page of Google.

By understanding the care home industry’s unique challenges and implementing a tailored link building approach, we helped the client enhance their online presence, build trust, and connect with more families across the UK.

Following these impressive results, the client has chosen to continue working with Rhino Rank. They plan to further develop their link building profile and invest in our new Visual Links service, pass the same value as our Curated Links, and are perfect for creating a diverse and organic link portfolio. We’re proud to play a role in our client’s ongoing success and look forward to delivering even greater results in the future.