Bluebird Care ranks highly for competitive keyword terms around home care. They have achieved this by implementing a comprehensive digital strategy. This includes technical optimisation and user experience. They’ve improved content, local search results and integrated marketing. Here’s how they ‘smash it’ at SEO.
User-centric website design
This was not an overnight change. Bluebird Care has had a web presence for over twenty years. The website has changed a few times. In 2024, they revamped it to create distinct user journeys for each of their core audiences: service buyers, care providers, and franchisees.
This targeted approach brought results. It led to a 69% increase in visitors, doubling their annual organic traffic from 2.26 million to 4.64 million visitors, and saw a 506% increase in on-site engagement. The redesign not only improved SEO but contributed to an additional £12 million revenue. The new site won four industry awards.
Integrated marketing and PR
The SEO efforts were supported by PR and digital marketing campaigns, including editorial features in regional and local media, targeted social media campaigns and streamlined digital advertising. This amplified their brand presence and funneled more traffic to their optimised website.
The external agency specifically targeted next-of-kin audiences in PR as these are the main buyers of care services. The agency prepared content around conditions like dementia and Alzheimer’s disease. They also developed a completely separate PR campaign for recruitment of carers and franchisees.
Mobile first
In 2025, Bluebird Care upgraded the underlying content management system that ran their websites. These included the main website, careers website and franchisees’ websites.
The new mobile-first design is supported by the latest technology and includes upgrades like the ‘find a local office’ search tool and email provision with Mailchimp for franchises. Upwards of 65% of traffic to bluebirdcare.co.uk is on mobile devices.
Technical excellence and scalability
By using the latest technology, the developers future-proofed the website and ensured it was scalable to cope with continued growth. Bluebird Care is now one of the largest care providers in the UK.
Content and digital strategy
At the same time as the system upgrade in 2025, Bluebird Care invested in a robust content and digital strategy for website content, blog posts and customer testimonials. This improved their rankings and enhanced conversion rates.
Integrations with platforms like Trustpilot provided social proof and independent information for potential customers. This boosted their credibility and SEO.
Organic search performance
By working with an external content agency, Bluebird Care saw a 34% increase in organic mobile traffic, outpacing competitors in the live-in care sector.
Their SEO strategy focused on ranking for key transactional keywords and continuously optimising them to secure and grow traffic year-on-year. They now have over 300 pages of content targeting 7,500 organic keywords, and 92,500 backlinks.
Their presence on page one of Google for essential care-related keywords is a critical driver of conversions.
Local SEO and franchises
Bluebird Care optimises for local search to ensure each of their 200 franchises is easily discoverable. This year, they introduced a ‘find local care’ search to the home page in a prominent position.
Consistent NAP (name, address, phone number) data and localised content helps them to dominate local search results. This is a crucial factor for service-based businesses.
Data-driven continuous improvement
Bluebird Care implemented regular SEO audits and analytics reviews to address weaknesses. This commitment to continuous optimisation ensured sustained growth in organic traffic and conversions, even as the digital landscape evolves.
How did Bluebird Care smash it at SEO
Bluebird Care’s SEO success came from a holistic strategy: a user-focused website, strong local and organic SEO, high quality content, technical optimisation and integrated marketing. Their results show massive traffic gains, improved rankings and significant revenue growth. These set a benchmark of excellence for the UK care sector.