How Nightowl Helped Hallmark Homecare Skyrocket Organic Visibility & Inquiries Through Strategic SEO
At a Glance:
Engagement Start: June 2023
Services Provided: SEO Strategy, Technical SEO, Local SEO, Content and UX Optimization
Traffics
Increase in leads
Hour save
Total sales
About the Client
South & West Austin
Senior Support Services
Healthcare
- Select trusted caregivers with verified credentials
- Maintain continuity and consistency in care
- Save costs compared to traditional agency models
Although Hallmark Homecare offered exceptional care solutions, their online presence was limited. Due to this, it was very difficult for families searching online to find and connect with them when it was really necessary.
Nightowl started managing Hallmark Homecare’s search engine optimization and organic search campaigns in June 2023 with the aim of increasing visibility, website engagement, and the number of client inquiries.
Our Solution & Approach:
The Challenge
Hallmark Homecare is a trusted home‑care referral agency. It offers a direct and client-centered approach and enables families and caregivers to choose their respective ones based on their needs and preferences.
N-Tech SEO Strategy of Nightowl
We implemented a strategy with multiple layers of SEO and optimization to help Hallmark Homecare get over its problems and take the next step to measurable SEO growth. The focus areas were technical foundation, content relevance, local authority, and engagement optimization.
1. Deep Website and Keyword Analysis
- A complete SEO and technical audit was conducted to identify visibility issues (site structure, indexing, and search performance).
- Conducted extensive keyword research to uncover the most relevant caregiving and homecare-related terms families use in search—including “home care services,” “senior caregiver near me,” “in‑home caregiver support,” and more.
- Prioritized 30+ keywords targeting high intent and localized demand.
2. Technical and On‑Page SEO Improvements
- We fixed and optimized important on-page elements, such as:
- Meta titles and descriptions
- XML sitemap and robots.txt
- Google Search Console & Analytics setup
- Optimized internal linking and image alt text
- To ensure that search engines can properly understand the website, improvements were made to site crawlability and sitemap indexing.
3. Local SEO and Listing Optimization
- Improved local visibility by submitting business information:
- Google Business Profile
- Local directories
- Healthcare and senior support listings
- To strengthen geographical relevance, consistent NAP (Name, Address, Phone) data was ensured.
- Location-based content has been optimized to help families more easily find caregivers in their area.
4. Content Promotion and Off‑Page SEO
- Launched article promotions, blog content, and keyword‑rich caregiving resources.
- Used PDFs, infographics, and Web 2.0 profiles to expand authority beyond the main site.
- Created content that resonated with families, social communities, and care forums.
Achievements and Results
Within months of executing the SEO program, Hallmark Homecare saw significant improvements across rankings, traffic, engagement, and inquiries:
Improved Search Rankings
After implementing optimized content and local SEO improvements:
- “Competitive caregiving” and “senior care” keywords began showing on page 1 of search results.
- The site gained stronger visibility and relevance for key local search queries.
Increased Organic Traffic & Engagement
Before: Weak organic presence, limited traffic and engagement.
After: (Post‑SEO Implementation)
Organic search became a primary traffic driver
- Total sessions increased by more than 3 times (3X)
- Engagement rates increased—indicating better user interaction
- Average engagement time per user improved
- Event count and session events showed meaningful growth
Broadened Audience Reach
Hallmark Homecare began attracting active users from several locations, including:
- United States
- India
- United Kingdom
- Australia
- Japan
This broader reach amplified organic visibility and expanded reach beyond what existed previously.
Increased Inquiries and User Experiences
- Families began discovering Hallmark Homecare organically when searching for senior care solutions.
- More inquiries were generated from search traffic than ever before.
- Improved page experiences and optimized content helped guide users toward meaningful actions.
What We Learned
The Hallmark Homecare SEO campaign reinforced several important principles:
Local SEO is Critical for Service‑Based Businesses
Strong local signals help users searching “near me” find high‑quality, nearby service providers—particularly in essential service sectors like caregiving.
Content Driven by User Intent Leads to Better Engagement
Keyword analysis aligned with the real queries families use helped raise relevancy and user engagement across the site.
Technical SEO Lays the Foundation for Visibility
Without strong structure, optimized pages, and correct indexing signals, even great content cannot fully perform in search.
Summary
By working with Nightowl, Hallmark Homecare transformed from a low‑visibility website into a trusted, discoverable resource for families searching for in‑home care solutions.
Through technical improvements, thoughtful keyword strategy, on‑page enhancements, local SEO optimizations, and ongoing content promotion, the company:
- Achieved improved rankings for competitive keywords
- Grew organic traffic, engagement, and site interactions
- Expanded its reach into key regions
- Increased inquiries from families seeking senior care
Ready to Rank Like Hallmark Homecare?
If customers are not finding your service-based business when they search for it, Nightowl can help.
Let’s talk about an SEO strategy custom built for your growth goals.
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