SEO & Blog Marketing Case Study

Ecumen, one of the country's largest non-profit senior housing companies, is enriching the lives of its customers by creating a home for senior adults wherever they choose to live. With highly competitive keywords such as senior housing, before engaging TopRank for SEO services, Ecumen was struggling to be found among its competitors within the search engine results. Additionally, Ecumen wanted to change the way the industry thought about aging by promoting keyword messaging that shifted focus from building nursing homes to senior adult communities.

Ecumen engaged TopRank to help increase search engine visibility with its target market and to increase inquires for senior housing development.

To improve search engine and general online visibility of Ecumen.org, TopRank implemented the following search engine optimization (SEO) and online marketing tactics:
  • Online marketing strategy
  • Code and keyword optimization
  • Content promotion and link building
  • News and press release optimization
  • Social media content promotion
  • Pay per click advertising
  • Web analytics and conversion tracking

In addition to SEO tactics deployed, TopRank advised Ecumen in the launch of the Changing Aging Blog, which has enabled Ecumen to connect to its target audience through a more conversational channel. The blog provides a place for discussion, opinion sharing, and innovations to influence the industry and older adults' opinions about aging.

As a result of the TopRank's optimization and online marketing efforts, Ecumen's keyword rankings have increased substantially, resulting in an increase of traffic to both the web site and blog by 136% since April 2007.

Within the first year of launching the Changing Aging Blog, the blog averages over 1,500 unique visits per month with over 32 keyword rankings in the top 10 results of search engines, such as Google.

Organic search, combined with a pay-per-click program has helped to drive considerable traffic and inquires month over month for competitive keyword phrases. TopRank has helped Ecumen increase monthly inquiries for senior housing development by 25%.