My Role
Sole strategist and primary client contact from kickoff. I led the full SEO program — content strategy, on-page optimization, and link building — while managing Google Ads across 21 target cities, producing a 25-page competitive analysis with a 30/60/90-day roadmap, and overseeing a press release campaign that reached 7 million people.
The Situation
The Cordwainer is a boutique memory care community in Norwell, MA competing against established senior care facilities. At kickoff in July 2025, the site averaged position 40 in Google — effectively invisible to families searching for memory care options — with a domain rating of 13 and no paid media in place.
What I Did
- Developed and executed a full SEO content strategy — wrote articles targeting memory care research queries; one piece ranks position 5.0 for "medications that cause sundowning" with 24,924 annual impressions, reaching families mid-research
- Managed Google Ads across 21 target cities; restructured the account around efficient campaigns ($46–85 CPL on best performers) and identified a high-spend / low-conversion campaign dragging overall results
- Produced a 25-page competitive analysis benchmarking 10 competitors across 8 strategic dimensions — delivered alongside a 30/60/90-day strategic roadmap to facility leadership
- Wrote and distributed a press release recognizing the facility director's industry award — secured 7M potential reach and 331 full-page placements including Bloomberg Terminal and AP Newsroom
- Coordinated cross-functional delivery teams across 14-day agile sprints; managed a direct assistant throughout
Position Trend — Jul 2025 to Jun 2026
Avg Organic Position
Jul 2025 → Jun 2026
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24,924
Annual impressions for "medications that cause sundowning" — ranking at position 5.0, reaching families researching a challenge their loved one faces