Lutheran Senior Services is the largest not-for-profit organization in the Greater St. Louis area. The organization’s goal is to provide high-quality, attentive care and senior living services across a spectrum of senior living, from Life Plan Communities, providing a range of living options including independent living, assisted living, and long term care to affordable housing to in-home care.
After the completion of their new website, the team at Lutheran Senior Services struggled to get the site to rank on Google for their desired keywords. Their internal content development team, while talented, was unsure of how to optimize content and copy to improve the site’s rankings. The team was trying SEM, or pay-per-click, efforts to compensate for poor rankings, but they were seeing poor ROI. Enter: Timmermann Group, a senior living marketing agency.
Organic search engine rankings might not seem that vital to a business, but SEO can be a huge contributor to sales, because organic search traffic is often traffic that is the most likely to generate leads. Organic search users are typically the most primed and ready to make a decision regarding what they’re searching for, so you want to be sure your business shows up when they search.
When Lutheran Senior Services engage Timmermann Group, our approach encompassed several different strategies, with the goal of working with their internal content team on efforts stemming from those strategies. After a few months of work with Timmermann Group, Lutheran Senior Services was so pleased with the results that they increased their SEO investment level. Our initial strategies involved keyword research and on-page SEO optimization, through which we identified trophy and other pertinent keywords. After the development of these strategies and research, our team implemented on-page optimization and provided the content team at Lutheran Senior Services guideance on how to write blog content and enhance on-page content on the site while our team focused on off-page optimization and link acquisition.
Two additional common challenges affected Lutheran Senior Services. One of those challenges related to the nature of their business, wherein the organization knew that some users were likely using keywords and search terms to find their business that the team at Lutheran Senior Services did not want to use to explicitly describe their business. By segmenting efforts related to favorable and unfavorable keywords, we were able to develop a strategy that allowed Lutheran Senior Services to capture traffic for both segments.
The other challenge Lutheran Senior Services faced is common for businesses with multiple locations in different municipalities or major metro areas. Our team took a two-pronged approach here as well, focusing on keywords for major metropolitan areas as well as smaller municipalities.
The convergence of our team’s strategies and efforts yielded first page rankings for Lutheran Senior Services for multiple keywords, including a few number 1 rankings for select keywords, on Google.
Timmerman Group has been a great partner in creating and implementing our SEO strategy. We appreciate their dedication to learning our business so they can better support us.
- Maryanne Wallace, Lutheran Senior Services
