--- title: Q1 2025 SEO Strategy Review — 2026-04-05 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-12-17-adava-care-marketing-call-109396708.md tags: - meeting - client - adava-care - seo - ppc - content-strategy - lead-generation - pricing - callrail layer: 2 client_source: Adava Care industry_context: healthcare transferable: false --- # Q1 2025 SEO Strategy Review — 2026-04-05 ## Overview Asymmetric (Sebastian Gant, Melissa Cusumano, Mark Hope) met with the Adava Care team (Kurosh Dejgosha, Kari Krause, and others) to review PPC performance and present a structured 90-day SEO plan for Q1 2025. The session also surfaced two immediate website issues: outdated location photos carrying old branding, and private pay page copy that understated actual daily costs. **Attendees:** - Mark Hope — Asymmetric - Sebastian Gant — Asymmetric - Melissa Cusumano — Asymmetric - Kurosh Dejgosha — Adava Care - Kari Krause — Adava Care - lschwartz, cassandra, tolson, jspinelli — Adava Care --- ## Key Decisions - **Pricing copy format:** Private pay pages will use "Starting at $194/day" rather than listing Room & Board rates separately. The R&B-only display ($134/day at Nina) was misleading because it excluded the mandatory care fee ($60+/day), making the real minimum $194/day. Kari Krause and Kurosh Dejgosha aligned on the simpler "starting at" format to reduce caller confusion and sticker shock. - **Location photos:** Melissa will send updated Adava-branded photos to the developer immediately — no longer waiting for copy updates to be complete first. External shots (showing old Frontida/Matthews signage) are the top priority. - **Meeting reschedule:** The December 31 meeting will move to January 7 (Asymmetric is closed on New Year's Eve). --- ## PPC Performance No-fee transparent pricing ads are driving measurably higher conversion rates over the last 30 days: | Location | Conversion Rate | |---|---| | Irish Road | 18% | | Most other locations | ~4% | | Heartland | 2.5% | - 5 of the 6 highest-converting ads are the new "no-fee" ads introduced after a competitor analysis. - Click-through rates remain strong (>5% across most campaigns). - Cost per click is high but consistent with the competitive assisted living market. - Paused campaigns (Oak Creek, Glendale) are not believed to have materially affected the performance of remaining campaigns. **Takeaway:** Transparent pricing messaging in ad copy directly correlates with improved conversion. This validates applying the same clarity to website copy (see pricing decision above). --- ## Q1 2025 SEO Strategy — 90-Day Plan **Goal:** Shift lead generation from paid ads to organic SEO, with paid serving as a supplement rather than the primary driver. ### Phase 1 — Days 1–30: Foundation & Drafting | Item | Detail | Target | |---|---|---| | CallRail setup | Updating static numbers location by location; backend config in progress | EOD Dec 22 | | Private pay page copy | Draft copy for 4 locations sent for client review | Sent same day as meeting | | Wisconsin Guide outline | Lead magnet outline to be sent to Adava Care for alignment on sections | Early the following week | | Wisconsin Guide first draft | Full first draft | Jan 7 | ### Phase 2 — Days 31–60: Content Launch | Item | Detail | Target | |---|---|---| | Wisconsin Guide | Finalize PDF; build email-capture landing page | Launch Feb 1 | | Blogs (first 5 of 10) | Keyword-rich, high word count; drafted mid-Jan, reviewed, then published | Live by EOD Jan 31 | | Location pages | Complete copy for all remaining locations; add FAQs to all pages | Live by EOD Jan 31 | ### Phase 3 — Days 61–90: Analysis & Optimization | Item | Detail | Target | |---|---|---| | Blogs (final 5 of 10) | Complete the second batch | Live by Feb 24 | | Meta ad boost | Boost top-performing blogs via Meta ads to signal quality to Google during indexing | Campaign live by end of Feb | | Q1 analysis | Review organic traffic, lead magnet email capture rate, CallRail attribution | March; informs Q2 strategy | **Expected outcomes:** - Improved search visibility from 10 keyword-rich blogs - Stronger local SEO from updated, FAQ-enhanced location pages - Qualified lead capture via Wisconsin Guide email gate - CallRail attribution data to measure organic vs. paid lead sources > Sebastian noted that SEO results take time — data at 6 weeks post-launch will look different than data at 3–6 months. The team should continue monitoring through Q2 rather than drawing conclusions too early. --- ## Action Items | Owner | Action | Due | |---|---|---| | Melissa | Send new Adava-branded location photos to developer (prioritize exterior shots) | Immediately | | Melissa | Revise private pay page copy to "Starting at $194/day" format for Nina and Irish Road | ASAP | | Sebastian | Send Wisconsin Guide outline to Adava Care | Early week of Dec 23 | | Sebastian | Share 90-day SEO presentation deck with full Adava Care team | Same week | | All | Reschedule Dec 31 meeting to Jan 7 | — | --- ## Pricing Copy Detail The pricing issue surfaced when Kurosh reviewed the draft private pay pages sent just before the meeting. The problem: - **What was shown:** $134/day (Room & Board only, Nina location) - **What was missing:** $60+/day mandatory care fee - **Actual minimum:** $194/day Displaying only R&B rates caused the copy to show roughly half the real cost. Kari confirmed this creates confusion on inbound calls — prospects see one number online and hear a much higher figure when they call. **Agreed solution:** Use "Starting at $194/day" as the anchor price. Room type upgrades can be shown as incremental add-ons (e.g., large studio: +$12/day). This approach sets accurate expectations and reduces the math burden on prospects. --- ## Related - [[wiki/clients/current/adava-care/_index]] - [[wiki/clients/current/adava-care/callrail-setup]]