FOSTER CARE WEBSITE - CASE STUDY
Match Foster Care
Transforming Online Presence Through Strategic SEO
Match Foster Care (matchfostercare.co.uk) is a dedicated organisation providing foster care services. Their business success depends on attracting potential foster carers through a strong online presence. Their services are geographically focused, making local SEO and Google Business Profile (GBP) optimisation essential.
Increase of
198%
In total users in 2024.
Improvement of
616%
In website clicks
Growth of
1075%
in key events
Challenges
When we started working with Match Foster Care, their online presence was underperforming. In 2022, the performance metrics were quite low. As a result, the client had minimal organic traffic, low search engine visibility, and underutilised Google Business Profiles.
Before
Organic traffic averaged fewer than 300 visitors per month.
- The site ranked for fewer than 50 non-branded keywords, with most appearing beyond page 3 of Google.
- Backlink quality was low, relying heavily on outdated directories with minimal domain authority.
- On-page SEO was under-optimised — duplicate meta titles and descriptions reduced click-through rates, and internal linking was inconsistent.
- Backlink quality was low, relying heavily on outdated directories with minimal domain authority.
After
- Organic traffic grew by 150%
- The site ranks for 200+ non-branded keywords, with a 40% increase in page 1 rankings for high-intent search terms like “fostering in [location]” and “becoming a foster carer”
- We secured high-authority backlinks from reputable sources in the fostering and childcare sectors, enhancing the site’s domain authority
- On-page optimisation focused on unique, keyword-rich meta titles and descriptions, strategic internal linking, and content improvements to better match user search intent.
- Technical SEO was streamlined — we boosted page speed, resolved core web vitals issues, and added alt tags to all images, ensuring the site met search engine best practices.
This transformation not only boosted Match Foster Care’s search visibility but also enhanced user experience, helping more prospective foster carers discover and connect with the organisation.
Our Approach & Results:
Step 1: Organic Traffic and Website Visibility
At the start, a significant opportunity existed to enhance Match Foster Care’s organic visibility and drive targeted traffic to their website. The initial data from 2022 revealed a low baseline, underscoring the potential for growth and the transformative results achieved.
In 2023, we implemented a comprehensive SEO strategy, combining content creation, technical SEO enhancements, website optimisation, and a targeted backlink strategy. This approach led to a surge in organic traffic, with total users increasing by an impressive 85,125%.
Our content creation strategy ensured the site addressed key search queries, while on-page optimisation enhanced meta titles, descriptions, and internal linking. Simultaneously, we tackled technical SEO – boosting page speed, addressing core web vitals, and optimising images with relevant alt tags. To strengthen domain authority, we secured high-quality backlinks from authoritative sources within the fostering and childcare sectors.
As a result, website visibility saw a 100% increase in clicks and a 119% boost in impressions, reflecting the site’s growing discoverability.
Building on this momentum, 2024 delivered further growth, with total users rising by 198% and website clicks soaring by 616%. Impressions also continued to climb, solidifying Match Foster Care’s position in organic search. Notably, key user events – indicating engagement and potential conversions – increased by a staggering 1075%.
Our strategic, multi-faceted SEO approach not only drove significant growth but also laid a solid foundation for sustained, long-term visibility – helping Match Foster Care connect with more prospective foster carers than before.
Step 2: Keyword Rankings
A crucial aspect of our SEO strategy for Match Foster Care involved improving their keyword rankings to ensure they were reaching their target audience effectively. In 2023, our efforts yielded significant improvements, particularly for location-based terms and fostering agency-related keywords.
The overall Google ranking improved considerably, as did local rankings, reflecting the success of our targeted keyword optimisation.
Step 3: Google Business Profile (GBP) Optimisation
Our strategic approach to optimising Match Foster Care’s Google Business Profile (GBP) yielded consistently positive results, demonstrating the effectiveness of targeted local SEO.
In 2024, the GBP saw a remarkable 195% increase in impressions, indicating a significant boost in visibility within local search results. This heightened visibility translated into increased user engagement, as evidenced by a 231% surge in interactions.
The data trends reveal a steady and sustained growth trajectory throughout the year, underscoring the consistent impact of our optimisation efforts. Furthermore, the GBP proved to be a powerful driver of website traffic, with website clicks climbing by 199%. This substantial increase highlights the GBP’s role in directing potential foster carers to Match Foster Care’s website for more information.
Notably, direction requests also experienced a significant uptick, increasing by 257%, indicating that many users are relying on the GBP to navigate to the business locations. Similarly, call clicks saw a healthy rise of 92%, resulting in direct calls initiated from the GBP, showcasing its effectiveness in generating immediate inquiries.
Our strategic SEO efforts have significantly transformed Match Foster Care’s online presence. We achieved remarkable growth in organic traffic, website visibility, and GBP performance. While challenges always remain in the world of SEO, the overall trajectory is positive.
Don't take our word for granted, take theirs
It has been a pleasure to work with Distribute Digital, especially Andy and Iga who have been extremely helpful with helping our agency redesign our website. They have always been available to answer any questions that we have had in a timely manner. Thanks again for all your help.
Annabel Beswick
Founder of Match Foster Care