Curam Case Study - Local & Service SEO

Curam is a tech platform matching suitable verified care professionals with care seekers seamlessly in real time 24/7. While the business service offering is clear to some users, it is less clear to search engines, affecting its discoverability and rankings. Curam faces fierce competition for visibility on the SERPs, particularly for service pages such as live-in care, autism care, and localised carer listing pages. So, how can we help them? Continue reading to learn more about our SEO strategies in this B2C SEO case study.

How local SEO optimisations drove a +39% increase in organic clicks

We conduct a deep dive into understanding what the page is about. A content review allows us to clearly identify the page's aim and target the most suitable keywords. For example, carer listing pages are legacy pages for Curam. We provided templated optimisations by analysing how users search locally, using a combination of tools such as SEMrush and SERP analysis. Delivering targeted on-page optimisations, improving metadata and keyword targeting above the fold.

These optimisations are critical because they help Google clearly understand the content and relevance of your pages. Sometimes, technical SEO aspects are overlooked when pages are first created, however they have the potential to impact SEO performance.

In this case, we identified and implemented technical fixes to prevent issues such as unnecessary dynamic page creation.

The results?

• Organic Clicks increased by +39%
• Impressions grew by +92%

Source: GSC (30/12/24–10/03/25 vs. previous period, 10 weeks)

Key takeaway: Legacy pages, or to put it simply old pages on your website, should be reviewed as there is a high chance to optimise existing content to improve rankings and to provide fresh quality ranking signals for the user – for which Google goes crazy for.

Optimising key service pages to improve engagement and visibility

For pages dedicated to Curam’s core services, such as live-in care and disability support, we focused our efforts on enhancing the user experience and aligning the content with user search intent. This included restructuring the page layout, elevating key information, and making the content more representative and reassuring for users seeking care support.

We also carried out technical fixes to support discoverability and reduced duplicate content across similar pages. These combined efforts improved both the visibility and relevance of service page content.

Results across key service pages:

• Organic Clicks increased by up to +246%
• Impressions increased by up to +41%

Source: GSC (30/12/24–10/03/25 vs. previous period)

Building E-E-A-T with content-rich service pages

For pages dedicated to specific services, it's essential to provide substantial content both for users (lack of useful content increases bounce rates) and for search engines, which might otherwise deem your content low quality according to the E-E-A-T guidelines.

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness — four key factors that Google uses to evaluate the overall quality of a page. Content that clearly demonstrates these traits is more likely to rank well in search results. This means including in-depth information, showcasing credentials or experience where relevant, linking to reputable sources, and ensuring your content is accurate, transparent, and helpful. Content that aligns with E-E-A-T principles not only boosts your visibility in search but also builds credibility with your audience.

Case study summary

In conclusion, while SEO results typically emerge over time, monitoring short-term trends in clicks, impressions, and newly captured keywords provides an essential indication of performance. For Curam, these optimisations were crucial in broadening their organic traffic beyond branded searches alone. Small early wins typically translate into significant long-term gains—that’s exactly what great SEO is all about.