+535% impressions, +182% clicks — through a regional SEO strategy built around how people actually search for care.
- +535%Impressions, last 6 months vs prior period
- +182%Clicks, last 6 months vs prior period
- −9.95Avg. ranking position improvement
- 193Keywords ranking on page 1
PRIMUNDUS is a German home-care provider in the 24-hour care segment, placing Polish carers with families across Germany. The carers are trained in-house, speak strong German, and handle care, companionship and household work. Founded by people with deep operational experience in the category, the brand has placed over 10,000 carers in more than a decade — but most of that growth came from referrals, not from being found online. Our brief was to make organic search the second growth engine.
The starting point: a strong business with a thin online footprint
PRIMUNDUS is one of the leading providers in their segment by volume, but the website’s organic presence didn’t reflect that. Anyone searching outside of branded queries would not have found them. The goal was sustainable: lift organic traffic and, more importantly, lift the share of qualified enquiries coming through organic. To do that properly, we needed a regional SEO strategy — one that aligned the site with how families in specific towns and regions actually search when a parent or partner suddenly needs round-the-clock care.
The discovery: buyer is not the patient
An early piece of work that re-shaped the whole strategy. In this category, the person searching is almost never the person being cared for. It’s the adult child, the spouse, the niece who handles family logistics. They search with different language, in different moments, with different objections than the patient would. The old website was written for the patient. The new one had to be written for the buyer.
That insight drove a complete restructure of the site architecture and the audience-facing copy — not a redesign, a re-positioning.
The mechanic: regional pages built around real demand
Once we’d mapped the keyword landscape, a clear pattern emerged: best-practice in this category is not a single national page for “24-Stunden-Pflege”. It’s a network of regional pages, each one targeting a specific town or catchment area, each one written for the buyer in that region.
- Deep keyword research at the town level — identifying which regions had genuine search demand worth a dedicated page, and which would simply cannibalise.
- A new information architecture — rebuilt around regions, care needs, and the buyer’s decision moments rather than the company’s internal service categories.
- On-page content rewritten with target keywords used deliberately, never stuffed — written to read naturally to the family member doing the searching.
- Continuous testing through our tooling so we could course-correct the regional rollout based on actual performance, not a one-shot plan.
The technical and off-page layer
None of the regional work compounds without the foundations underneath it. We layered the usual technical SEO — crawl, indexation, internal linking, structured data, page speed — on top of a deliberate, slow-burn off-page programme building quality backlinks from sources that matter in the German healthcare and senior-care landscape. Trust signals (real authors, real reviews, dated content) reinforced the EEAT signals Google needs to feel comfortable recommending a YMYL site in a sensitive category.
The result: visibility that turned into enquiries
- +535% impressions in the last six months versus the prior six.
- +182% clicks in the same window — visibility translating into qualified traffic, not vanity reach.
- Average ranking position improved by 9.95 — the kind of structural shift that’s hard to lose.
- 193 keywords on page 1, 79 in the top three, 22 in position one — across the regions and care-need queries that actually generate enquiries.
A regional SEO strategy that respected how the category actually behaves — one buyer, many catchments, all of them deeply local. A site architecture rebuilt around the buyer, not the patient. And the discipline to pair the unglamorous technical foundations with a deliberate off-page programme. For a high-trust, high-stakes category like 24-hour care, that combination is what turns organic search from a vanity channel into an enquiries channel.
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