Adavacare 30-60-90 Day SEO & Content Plan
Overview
This phased plan was developed in response to Adavacare's concerns about slow progress after one year of engagement. Rather than framing the work as catching up, the plan is positioned as the "next phase" of an already-successful campaign — building on strong PPC performance to add a more affordable organic lead channel.
The plan covers three phases: foundational tracking and content setup (30 days), lead magnet launch and blog publishing (60 days), and content amplification (90 days).
See also: [1] | [2]
Strategic Context
Adavacare's census grew from 65% → 80% over the engagement period (~0.3 residents/building/month). The client viewed this as modest and raised concerns that initiatives like lead source tracking should have been in place earlier.
The recommended narrative reframe:
- PPC is performing well — excellent leads at a competitive price, with LTV:CAC modeled at ~300x and payback period under one month.
- SEO is not a correction — it is the natural next step to expand lead volume at an even lower cost per acquisition.
- New tracking (CallRail) is framed as a commitment to data-driven reporting going forward, not an acknowledgment of past gaps.
Avoid phrases like "quick wins" — they invite the question "why didn't you do this sooner?" Use "next step" or "next phase" language throughout client communications.
Phase 1 — 30 Days (by January 17)
| Deliverable | Status |
|---|---|
| Implement CallRail for lead source tracking | ✅ Done |
| Send new copy for private location pages | ✅ Done |
| Finalize Lead Magnet Guide first draft | 🔄 In Progress |
Notes:
- Lead Magnet Guide outline was approved by client; first draft to be completed and sent for review.
- Location page copy covers private/specialized facility pages; updates expected to improve Google Ads Quality Scores (currently many keywords scoring below 6).
Phase 2 — 60 Days (by January 31 / Launch February 1)
| Deliverable | Target Date |
|---|---|
| Finalize Lead Magnet Guide PDF and build landing page | Jan 31 |
| Launch Lead Magnet Guide | Feb 1 |
| Publish first 5 of 10 targeted blog posts (reviewed, indexed, live) | Jan 19 |
| Complete remaining location pages with FAQs | Jan 31 |
Notes:
- Blog posts are city/location-targeted with SEO intent.
- Location pages will include FAQ sections to improve relevance signals and support Quality Score improvements.
- Lead Magnet Guide landing page will serve as a conversion asset and organic traffic target.
Phase 3 — 90 Days
| Deliverable | Notes |
|---|---|
| Publish final 5 of 10 blog posts | Completes the full content series |
| Boost top-performing content on social media | Accelerates indexing and drives early traffic signals |
| Review performance of all published content | Inform next planning cycle |
Notes:
- Social boosting is intended to accelerate Google indexing, not primarily for social engagement.
- Performance review should reference CallRail data, organic ranking movement, and form fill attribution.
PPC Context (Parallel Track)
While the 30-60-90 plan focuses on SEO, PPC issues identified during this period should be addressed concurrently:
- Budget underpacing: January spend tracking at ~$458 vs. $968 expected target (projected to end month at ~$2,300 of $5,000 budget).
- Quality Scores: 32+ keywords scoring below 6 — a primary waste driver. Updating location page copy is expected to help.
- Heartland campaign: Identified as the primary driver of elevated CPA (185% above target). Bid adjustments recommended.
- Ad creative: "No fee" messaging is outperforming personalized messaging — continue prioritizing cost-focused copy.
See: [3]
Measurement & Reporting Commitments
- CallRail is now live and will attribute inbound calls to lead sources.
- OKRs have been drafted covering organic traffic targets and paid lead volume/cost benchmarks.
- Client-facing reporting should reference specific metrics (lead counts, cost per lead, ranking movement) rather than qualitative progress updates.
Related
- [1]
- [2]
- [4]
- [3]
- [5]