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, 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, securing 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
Featured Project: Website
View Live Site
cordwainermemorycare.com →
24,924
Annual impressions for "medications that cause sundowning" at position 5.0, reaching families researching a challenge their loved one faces
