At a glance
Challenge
- Obtain qualitative links within the cluster 'care home'
- Increase the positions and number of clicks within the 'home care home' cluster
Results
- More than 20 placements on high-quality domains
- A big improvement in average position of search terms within this cluster
- A near doubling of organic traffic within this cluster alone
Starting point
Together with Goed Verblijven, we had a good upward trend in terms of organic visibility. Good positions on 'garden office', 'wooden extension' and 'guesthouse garden' had been regained fairly quickly after the (1st) migration. Only on the 'care home' cluster was the movement we wanted to see disappointing.
We came to the conclusion that technically SEO and in terms of content strategy on the website itself, we were quite far. But that all that was missing was authority, in the form of really quality links. Time to change that!
The onderwerp 'informal care home' had to lend itself to a good digital PR campaign, also because we knew that informal care is a hot topic in the Netherlands. And also because there are great regional differences in this area.
Starting point: the idea phase
This phase actually consisted of two separate phases:
- A preliminary brainstorm around this topic with our assistant ChatGPT to come up with a list of ideas around the whole topic of informal care. We used 'In-depth ondersearch' for this purpose
- This brainstorm formed the input for the next brainstorm with the Goed Verblijven team, where we first came up with a list of ideas together and then determined what was going to be feasible and would have the best impact/effort score
The final onderopic: the informal care compliment
The Mantelzorgcompliment is an annual appreciation for informal carers. About 5 million people aged 16 or older provide informal care in the Netherlands. The Mantelzorgcompliment is a hard onder the belt, thank you or compliment for these people in their environment. However, each municipality has arranged this in a different way.
We chose this onderwerp for the following reasons:
- The amount and form of the informal care compliment varied considerably between municipalities
- The data was easy to collect, as much data was present on municipal websites
- The onder search had not been conducted before
- The focus on municipalities and therefore 'local' made the onder search interesting for local media (and there are quite a few of them)
The approach
This digital PR campaign was a great collaboration between Jan Willem (team Sassenpoort) and team Goed Verblijven. Jan Willem had the strategic lead and Goed Verblijven had an executive role. So the execution of this campaign was a collaboration in which both parties were able to use their strengths.
A good digital PR campaign leans on uniform data. And using ChatGPT, we were able to work very efficiently on data collection and data uniformity. In the end, this meant a comprehensive data file that included all municipalities and benefits (compliments).
The message and landing page
Then, based on this data, we were able to come up with a good landing page highlighting the differences per municipality and created a press release with the same message, but for the media. Here, too, ChatGPT's role was of course not to onder estimate.
On the landing page (and therefore not in the press release) there was also an easy-to-read visual where you could quickly see how things are regulated in your municipality:
Press list
We targeted relevant media through a carefully constructed press list at our disposal at Onder. The first step involved selecting the right press contacts. We then checked all onder parts of the campaign, sent test emails and then mailed the entire press list in separate batches.
Objectives and results
We had three predetermined goals:
- Brand exposure > Making Good Stays better known as a brand
- Links > using Digital PR to obtain local relevant links, for which you would normally have to spend thousands of euros in link budget
- Rank better > on search terms around 'care home
Brand exposure
In particular, we saw an uplift in the number of branded searches just after the campaign and a sustained effect in the months that followed:
Links
The result of the digital PR campaign in terms of links and authority looked good:
- More than 20 single backlinks from local media (= high reliability and high link value)
- A domain rating (Ahrefs) of 20 before the campaign, 42 just after the campaign and eventually a stable domain rating of 30
Better rankings around 'caretaker home'
The 'care home' cluster is not the only cluster for Good Stay, but it is an important onder part for the flow of new leads. The digital PR campaign paid off:
- Within this cluster, we saw organic traffic pretty much double when compared to the same period last year
- The average position also improved significantly
Digital PR services
This campaign has a good effect on the organic visibility of search terms around 'family care home'. For even more effect, it would be good to roll out several more campaigns like this in the near future.
Two additional effects of this digital PR campaign that we have also been able to see since a few weeks are:
- The prominent position of Good Staying in AI overviews around all kinds of 'family care home' searches
- Increasing traffic from ChatGPT and Perplexity around these landing pages
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