Anchor's services speak to different audiences - from people urgently looking for care to families planning long-term housing options. This meant the SEO approach needed to work for a wide range of needs and search behaviours. One of the biggest challenges was performing well for location-based searches, where Google's results can change depending on where the user is searching from. On top of that, trust is everything in the care sector. Users need to feel confident that they're in good hands, which meant building strong signals of E-E-A-T across the site.

Increase visibility for location-specific housing and care services, improve organic session volume and lead generation, strengthen E-E-A-T signals to boost credibility and trust, and improve crawler accessibility and technical hygiene across the site.

We optimised UK location pages with local content, keywords, and schema markup to boost visibility in organic search and map packs. Property pages were enhanced with clearer navigation, richer content, and stronger internal linking to support user journeys and SEO. Site-wide, we improved trust signals through an E-E-A-T audit—updating author bios, adding accreditations and reviews, and reinforcing Anchor's not-for-profit status. We also addressed crawl issues through technical SEO audits to ensure key pages were easily found and indexed by Google.

2024 marked a record year for Anchor's website performance: +33% increase in organic sessions, +18% growth in leads and property enquiries, 5-year high in organic traffic and conversion KPIs, and significant visibility improvements for location-based searches.

Working in the care space means understanding people's needs, not just ranking for keywords. Our long-term partnership with Anchor gave us the insight and trust we needed to do exactly that. By focusing on hyper-local pages, trust-first content, and a technically sound site, we helped Anchor stay visible, credible, and competitive in a space where clarity and confidence really matter. Sometimes, SEO is about big wins, and sometimes, it's about doing the right things consistently. This campaign was the best of both worlds.