Monthly marketing review for [1] covering SEO health, Google Ads performance, blog traffic wins, CNA recruitment focus, and a list of website content updates. Attended by Kris Krentz and Dawn Zaemisch (Skaalen) and Melissa Cusumano, Matt Ayers, and Mark Hope (Asymmetric).
Date: October 2025
Attendees:
- Kris Krentz — Skaalen (external)
- Dawn Zaemisch — Skaalen (external)
- Maggie — Skaalen (external)
- Jennifer — Skaalen (external)
- Melissa Cusumano — Asymmetric
- Matt Ayers — Asymmetric
- Mark Hope — Asymmetric
| Metric | Value | Notes |
|---|---|---|
| Website health score | 99 | Up from ~85 baseline; strong SEO optimization |
| Domain rating (Ahrefs) | 20 | Target is 40; $250/yr service proposed to accelerate |
| Organic traffic | ~1,400 new users | Slightly down (~7% sessions), but still strong |
| Top organic driver | "What is Assisted Living?" blog | Generating significant clicks |
| Metric | Value |
|---|---|
| Total clicks | 753 |
| Cost per click | $3 |
| Total spend | ~$2,000+ |
| Conversion rate | 13% |
| Impression share | 17% |
| All conversions | 100 (up 23.5% vs. prior period) |
Most search terms are brand-related (users already know Skaalen), with secondary terms around nursing home, retirement services, and assisted living.
Top-performing blog topics driving organic traffic:
- "What is Assisted Living?"
- "What is Assisted Living for Seniors?"
- "What is Memory Care Assisted Living?"
These confirm that educational, topic-driven blog content is effectively pulling new users to the site.
| Owner | Action | Notes |
|---|---|---|
| Melissa | Confirm money-back guarantee and results timeline for domain rating service; proceed with enrollment | Kris approved at $250/yr |
| Melissa / Asymmetric | Create and boost social media post for CNA recruitment (day & PM shifts) | Check HubSpot queue for existing draft |
| Dawn / Skaalen | Follow up with Sam/Brianna re: ADP career page — fix missing images and investigate hiding job posting age counter | ADP is a third-party system; Asymmetric lacks backend access |
| Melissa | Replace outdated Heritage Center header image (Sherry Kellogg, former employee) with appropriate stock photo | Same warm caregiver/resident vibe preferred |
| Melissa / Dawn | Remove "Full-time RN Unit Manager" bullet from Heritage Center page | Position no longer exists since Sherry's departure |
| Melissa / Dawn | Remove foot care clinic mention from Independent Living page | Service not currently offered |
| Melissa / Dawn | Verify beauty/barber shop "temporarily closed" language is consistent across all relevant pages | Dawn believes this was already updated |
| Melissa | Add accessibility plugin to website | Already deployed on other Asymmetric client sites |
| Melissa | Add rotating testimonials section to homepage (3–4 quotes) | Currently only one static testimonial showing |
| Melissa | Select 3–5 five-star Google reviews; send to Dawn for team approval | Dawn will distribute internally for sign-off |
| Dawn | Resend Patty D. testimonial to Melissa (originally sent July 21) | Confirmed usable; may not have been added to site yet |
| Dawn / Skaalen | Continue sending menus consistently; CC Melissa | Improving but still occasional misses |
| Asymmetric | Continue Google Ads optimization (keyword pruning, negative keywords) | Ongoing |