One of four Q1 2026 OKRs proposed for [1] focuses on improving visibility for non-branded search terms. The current situation is that the vast majority of organic and paid search traffic is driven by branded queries (e.g., "Skaalen," "Skaalen Retirement," "Skaalen Heights"). While strong brand recognition is a positive signal, it means Skaalen is largely invisible to prospective residents who don't yet know the organization by name.
This OKR was surfaced during the [2] and is to be sent to Dawn Zaemisch for review and approval alongside the full Q1 OKR proposal.
Google Ads and Search Console data from February 2026 both confirm that branded terms drive the overwhelming majority of clicks:
| Keyword | Current Avg. Position | Target Position |
|---|---|---|
| "assisted living in Stoughton" | 9.3 | 5.0 |
From Google Search Console, "memory care community" and related variants generate significant impressions (the blog post "What is a Memory Care Community?" ranks well) but have low click-through rates. This represents a content gap — impressions exist but the page or meta content isn't compelling enough to convert to clicks.
Improve non-branded search visibility so that Skaalen captures prospective residents who are searching by service type or geography rather than by name.
The February 2026 performance review showed a 40% drop in ad impressions (down to ~4,000), likely attributable to seasonal factors (snowbirds, Valentine's Day holiday). The 9% CTR remains strong, but the impression drop highlights over-reliance on a narrow audience that already knows Skaalen. Growing non-branded visibility creates a more resilient top-of-funnel.
"Heritage Senior Living" (a Madison facility) is already a top-clicked keyword in Search Console — not because it's being used as a competitor ad target, but because it appears organically in Skaalen's content. This suggests an opportunity to formalize competitor comparison content and capture more of this adjacent search intent.
Nick joined the Skaalen team on the day of this meeting as Dawn's backup for web, social, and HubSpot. The meta refresh and SEO work outlined in this OKR will serve as a useful onboarding project, giving Nick hands-on familiarity with the site structure. Melissa noted she would share prior website recommendations with him directly.
| Owner | Action | Status |
|---|---|---|
| Melissa Cusumano | Send Q1 OKR proposal (including this objective) to Dawn for review | Pending |
| Melissa Cusumano | Investigate 40% February impression drop year-over-year to validate seasonal hypothesis | Pending |
| Melissa / Sebastian Gant | Begin Google Ads audit (in progress at time of meeting) | In Progress |
| Nick (Skaalen) | Review site with fresh eyes; assist with meta audit once onboarded | Pending |
| Dawn Zaemisch | Confirm Nick's email address for future communications | Pending |
"We'd love to get your assisted living in Stoughton up from, or down from 9.3 to 5.0. And that's where you show up on the search console."
— Melissa Cusumano, March 2026 Marketing Call"People know who you are. So they're typing in your name to be able to search what your information is. So brand recognition, they know who you are."
— Melissa Cusumano, on branded search dominance