boosting search rankings and audience engagement through strategic blog content.
Creating and implementing a blog strategy rooted in real audience queries to support SEO goals and online visibility.
Industry: Domicilliary Healthcare & Franchising
Location: United Kingdom
Service: Search Engine Optimisation
Website: www.apollocarefranchising.co.uk
Apollo Care Franchising is a UK-based domiciliary care provider with a difference. Founded in 2011, their mission is to deliver compassionate, person-centred home care through a strong and supportive franchise network. As their network of franchisees has grown, so too has the need for a digital presence that reflects their professionalism and purpose.
"We are now gaining new followers and seeing our engagement increase month on month, which is delivering measurable results."
Apollo Care Franchising wanted to increase brand visibility and attract quality leads online.
However, they lacked consistent keyword-driven blog content that targeted what potential franchisees were actually searching for. They needed a blog strategy that:
Results: a promising start to long-term SEO growth
After working with Bold on their new website, Apollo Care Franchising saw the value in extending their efforts through SEO.
They recognised that in order to grow their visibility further and answer the questions potential franchisees were actively asking, they needed to offer more than just optimised web pages.
Blogs presented the perfect opportunity to expand their keyword reach, build authority and educate their audience in a natural, engaging way. With a clear SEO foundation already in place, Apollo Care Franchising saw blog content as the next logical step in attracting qualified traffic, supporting their sales process and nurturing long-term digital growth.
Our digital solution to Apollo Care Franchising’s challenges.
We began our blog strategy by collaborating with the Apollo Care Franchising team to discover their most frequently asked questions from prospects. This helped us pinpoint what kind of content their audience was genuinely searching for.
We then moved onto our research phase, which involved using SEO tools like Keywords Everywhere and Answer the Public to identify trending and relevant phrases related to “domiciliary care franchise” opportunities in the UK. This phase of research also revealed long-tail keywords, lower competition, highly specific phrases that align perfectly with niche searches.
By identifying these keywords, we ensured each blog would serve a dual purpose: attracting the right kind of traffic and guiding readers toward taking the next step in their franchising journey.
Once the research phase was complete, we moved on to developing a strong content calendar.
This calendar was designed to guide our blog strategy for the next six months. Each month in the calendar focuses on a specific theme or stage of the franchise discovery process, helping us speak directly to readers at different points in their decision-making journey.
To ensure each piece of content had a clear purpose, we assigned a primary keyword or phrase to every blog. These were carefully selected based on our SEO research and prioritised according to search volume, competition level and relevance to Apollo Care Franchising’s target audience.
By taking this structured approach, we gave Apollo Care Franchising more than just blog posts, we gave them a strategic editorial roadmap that made content planning, creation and publishing easy and effective.
Moving into implementation with blogs that actually work.
This stage was all about taking the ideas and structure we had developed and turning them into high-quality, optimised blog content that delivered real value to Apollo Care Franchising’s audience.
Each blog was written in-house by Bold’s content team, using a combination of the content calendar’s guidance, our in-depth keyword research and a strong understanding of Apollo Care Franchising’s brand voice and values.
Internal linking strategies were implemented into these blogs, helping to direct traffic to key landing pages, such as their information pack download and contact form. This not only supports user navigation but also improves site structure in the eyes of search engines.
Ongoing blog strategy & continuous reporting.
Our work with Apollo Care Franchising doesn’t stop once the blogs are published, ongoing strategy and transparent reporting are central to how we measure success and continuously optimise performance.
Each month, we closely monitor key performance indicators such as blog views and user engagement, giving us a clear picture of what’s working and where there are opportunities to refine the approach.
Our quarterly strategy meetings with Apollo Care Franchising provide a valuable space to review these insights together. These sessions are collaborative, helping us align priorities, highlight successful content themes and decide where to focus next.
Our partnership with Apollo Care Franchising showcases the power of a strategic blog content strategy.
By building a dynamic blog approach that not only draws in new readers but also nurtures and informs the existing audience, we’re able to turn content into meaningful connections and opportunities for our client.
