How Activated Insights grew organic traffic 3.6x after a four‑brand merger
Four post-acute care software brands had been folded onto one domain, and rankings were falling. As Fractional SEO Director, I owned the recovery end to end: I rebuilt the site's foundations, turned key pages into sales pages and created the benchmarking report that became home care's reference source.
- 3.6xMonthly organic traffic, 6.2K to 22.4K
- 9xOrganic traffic value, $8.9K to $81K a month
- 449Keywords ranking #1, 2,478 on page one
- 90.8KBacklinks, up from 61K
The situation
A market leader with a website still paying for its acquisitions
Activated Insights is the B2B SaaS leader in post-acute senior care, with products for training, experience management, recruiting, retention and recognition.
- 250+ team members
- 7,000+ customers
- 23,000+ sites of care
In 2023, Home Care Pulse acquired Activated Insights and Pinnacle Quality Insight, and CareAcademy followed.
All four brands were consolidated onto activatedinsights.com, leaving broken pages, redirect chains and content that no longer matched how buyers search. I was brought in to turn it around.
11.3K → 5.8KRanking keywords halved between November 2024 and August 2025 as the merger damage spread.
- Home Care PulseExperience management and benchmarking
- Activated InsightsSatisfaction analytics for senior living
- Pinnacle Quality InsightPhone and web surveys, 25+ years in the sector
- CareAcademyCaregiver training and compliance
The curve
Stabilise first, then compound
I stopped the decline first. Traffic bottomed at 5,052 a month in July 2025 during the cleanup, then compounded in two waves: the rebuilt pages and content from early 2026, and the benchmarking report from March.
Monthly organic traffic22.4K / mo
What I did
Four workstreams, run in order
I led SEO from Abuja, the capital of Nigeria, working directly with marketing, product and sales leadership in Idaho. Every decision answered to one question: will this bring in buyers, not just visits?
- 01
Fixed the merger damage
I audited the consolidated site end to end, fixed broken pages, collapsed redirect chains and restructured content so every topic had one authoritative page. I protected the acquired brands' search demand: "home care pulse" and "hcp login" still rank #1.
Decline stopped by late 2025 - 02
Turned key pages into sales pages
I audited every key landing page for conversion and rebuilt the product, pricing and resource pages to sell, not just inform. I created the sales assets behind them and wired SEO into the sales process, so organic leads arrived better qualified.
Lead-to-close rate up 15%+
The pricing page: one clear outcome and one next step per product. - 03
Owned the questions buyers ask first
Care agency owners search how to start, market and grow their business long before they search for software. I built the content that wins those searches, then set AI-assisted content standards and an automated workflow that let the team publish faster without lowering the bar.
Content turnaround 40%+ faster - 04
Made the company's data the industry's reference
I led the Activated Insights Benchmarking Report, the largest national report on home care, home health and hospice, and took it to market through webinars and outreach to care associations. It earned links from the organisations Google trusts most.
1,000+ backlinks from the report
The results
Growth driven by buyers, not the brand name
Three quarters of organic traffic now comes from non-branded searches: buyers who found Activated Insights on Google before they knew the name.
- 6.2K → 22.4KMonthly organic traffic
- $81KMonthly organic traffic value, up from $8.9K
- 74%Of organic traffic from non-branded search
- 1,113Keywords in the top 3
- 3.2KReferring domains, including 233 .org, 7 .gov and 7 .edu
- 61K → 90.8KBacklinks between July 2025 and June 2026
| Non-branded keyword | Position | Searches / mo |
|---|---|---|
| owning a home health care business | #1 | 1,600 |
| home care business | #3 | 5,400 |
| pca training | #2 | 2,400 |
| hca certification | #2 | 1,900 |
| assisted living marketing | #1 | 1,000 |
| home care marketing | #2 | 1,000 |
| home health care business plan | #1 | 880 |
| non medical senior care | #1 | 880 |
| free pca certification online | #1 | 590 |
| how to start an assisted living facility | #1 | 320 |
He conducted a thorough website audit that uncovered several technical issues and errors that were preventing our site from performing at its best. Not only did he clearly explain the impact of these issues on our organic search volume, but he also rolled up his sleeves and guided us through fixing them from a technical standpoint.
Alfonso "Chik" QuintansSenior Integrated Marketing Manager, Activated InsightsWork with me
Turn organic search into a revenue channel
I help SaaS and fintech companies get found on Google, get recommended by AI assistants and turn that visibility into customers. Start with the Search Revenue Audit to see where your growth is leaking, or bring me in to lead the work as your fractional head of SEO.