Every home prominent. Every location consistent.
Managing SEO across a portfolio is a different problem from care home SEO repeated ten times. Generic agencies treat it as the latter. We treat it as the former.
Care groups face a different set of problems than individual homes.
A care group with eight homes has eight Google Business Profiles, eight Carehome.co.uk listings, eight schema markup implementations, and eight separate local search presences to maintain. In most groups, two or three of those sites are well-maintained and performing. The rest are operating with neglected profiles, stale reviews, inconsistent NAP data, and technical gaps that suppress their individual local rankings. The result is uneven enquiry volume across the portfolio, strong months at some sites and structural underperformance at others that is separate from the quality of care being delivered.
NAP consistency is a specific and compound problem for care groups. A home trading as The Willows Care Home, registered with CQC as Willows Residential Care Ltd, and listed on Carehome.co.uk as Willows Care Home has three different name variations across its three most authoritative citations. Multiply that across a portfolio of eight homes, each with its own history of name changes, rebranding, or acquisition, and the cumulative NAP inconsistency is actively suppressing the local rankings of multiple sites simultaneously. It is a group-wide structural problem that requires a systematic fix.
Group-level versus individual-home SEO requires a different architecture. A care group targeting "residential care homes in the North West" at group level while also ensuring each home ranks for its specific town searches needs structured content at both levels, group pages that build authority for the portfolio and individual home pages that are specific enough to rank locally. Most care groups lack this structure. The group website serves as a brochure. The individual home pages are often too thin to rank. Large care groups with good reputations and strong CQC records are regularly outranked locally by smaller operators with better-maintained digital infrastructure.
What care group SEO actually involves.
Portfolio audit and consistency
We audit every home in your group against a consistent checklist covering Google Business Profile status and accuracy, Carehome.co.uk or Homecare.co.uk listing completeness, NAP consistency across the CQC register, Yell, Bing Places, and your group website, schema markup presence and accuracy, and mobile website performance. Every gap is documented, prioritised by estimated enquiry impact, and presented as a ranked action list at portfolio level. You see the full picture across every site before any work begins, so resources are directed to the homes where the return is highest.
Individual home local authority
Each home in your portfolio needs its own Map Pack presence and directory optimisation independent of the group structure. It requires technical consistency across every site so that individual homes rank for their own geography rather than competing with each other. We build and maintain local search authority for each site individually, ensuring the group benefits from the aggregate while each site performs on its own merits.
Group-level reporting
We report at two levels simultaneously. At portfolio level, you see aggregate performance trends, total impressions, Map Pack positions, review velocity across the group, and Carehome.co.uk ranking distribution. At individual home level, you see the same metrics per site, so underperformance is immediately clear and attributable rather than hidden in a group average. Reports are produced on a cadence that matches your operational review cycle. The goal is a report that tells you specifically which home needs attention and why, before the enquiry impact affects your occupancy figures.
How the CARE Framework applies to care groups.
For care groups, the CARE Framework operates at two levels simultaneously, group and individual home, and the distinction matters. At group level, Credible means the group's regulatory standing, CQC track record, and operational reputation are clearly communicated across all digital touchpoints. This includes schema markup that correctly identifies each home as part of a named group, group-level content that builds authority for the portfolio, and consistent messaging across all home profiles.
Authority, at group level, means the portfolio has a coherent presence across every geography it operates in, so that every home is seen because the group's digital infrastructure has reached it. At individual home level, Authority means each home specifically ranks in the Map Pack for the searches families in its area make. These are different problems and they require different solutions applied in parallel. Relevance and Effective operate at home level, each site's directories, website pages, and local signals must be specific to its location and care types, rather than inherited wholesale from group templates.
The audit assesses both levels and identifies where group-wide structural issues are suppressing individual home performance. NAP inconsistency, schema errors that misidentify homes, and group website architecture that prevents individual home pages from ranking are all common findings in portfolio-level audits.
Free. No obligation. We will tell you what we find.
What the free audit covers for care groups.
Portfolio consistency audit
NAP consistency, GBP status, directory profile completeness, and schema accuracy across every home in the group, presented as a ranked gap list with estimated enquiry impact per site.
Individual home Map Pack analysis
Current Map Pack ranking positions for each home's primary local search terms, with a competitor comparison showing which operators are outranking each site and why.
Group-level content architecture
An assessment of how well your group website and individual home pages support both group-level authority building and individual home local rankings, with specific recommendations for the page structure and content needed at each level.
Schema and technical
Schema markup accuracy across all group sites, indexation status of each home's key pages, mobile performance scores, and technical issues that are either group-wide or specific to individual sites.
Common questions.
How do you manage SEO across multiple homes without them competing with each other?
Each home needs its own local authority signals targeting its specific geography. The risk of cannibalisation arises when group-level website pages compete with individual home pages for the same local queries. We structure the content architecture to prevent this: group pages target portfolio-level and geographic region queries, individual home pages target the specific town and care type queries for that site.
Do you report at portfolio level or individual home level?
Both simultaneously. Portfolio-level reporting shows aggregate performance trends. Individual home reporting shows the same metrics per site, so underperformance is immediately visible and attributable. We structure reporting to match your operational review cycle.
How do you prioritise which homes to work on first?
The audit scores each home in the portfolio against the same checklist and produces a gap score weighted by estimated enquiry impact. Homes with the largest gaps relative to their market position and monthly fee potential are prioritised first.
Can you work with a group where some homes are on different platforms?
Yes. Some care groups have a mix of residential homes and home care services. We treat each service type with the appropriate directory strategy while maintaining group-level NAP consistency and schema architecture across all sites.
Our group has recently acquired new homes with different branding. How do you handle that?
Acquisitions create specific NAP and schema challenges. The acquired home may have directory listings and Google Business Profiles under a different name. We audit the legacy presence of each acquired home and produce a consolidation plan that migrates citations and profiles to the new branding systematically.