Our comprehensive gap analysis revealed that ACES was missing significant search traffic across two critical audiences: parents seeking ABA therapy for their children and professionals looking for careers in behavioral health. With nearly 100 locations nationwide, the magnitude of missed opportunities was substantial. Families in local markets couldn't find ACES when searching for autism services, and qualified therapists weren't discovering career opportunities. We mapped out specific content and optimization opportunities that could serve both audiences while establishing stronger local search presence across their extensive therapy center network.

We analyzed direct competitors in the ABA therapy space to understand their campaign strategies and identify opportunities for ACES to gain market share. By tracking competitor keyword rankings and organic traffic volumes, we determined which competitors were investing heavily in SEO versus those relying on paid advertising. Our analysis revealed the relative value of keywords we were targeting. Comparing our traffic to competitors ranking for similar terms helped validate our strategy focus. We continue monitoring competitor performance monthly, tracking when ACES outperforms them in rankings and measuring the traffic impact of capturing high-value keywords. This intelligence allows us to adjust our approach based on real competitive dynamics.

We took everything we learned from our research and turned it into a clear action plan for ACES. The website rebuild presented a unique opportunity to optimize for both user experience and SEO simultaneously, something many companies treat as separate projects. Our approach included comprehensive technical SEO improvements built into the new site architecture, strategic content creation targeting both parent education and career recruitment, and location-specific landing pages that served users rather than just search engines. With nearly 100 locations, we created meaningful local pages that provided genuine value to families in each market while capturing local search traffic. Each action was sequenced to build momentum through strategic implementation.

We implemented continuous monitoring and optimization cycles to ensure ACES maintained momentum beyond initial improvements. Our monthly keyword tracking allows us to identify which strategies work best and make data-driven adjustments in real time. At the six-month mark, we conducted a comprehensive campaign re-analysis and strategically removed underperforming keywords while adding new high-opportunity terms. The removed keywords didn't lose rankings and continued to rise organically, proving our content foundation was strong. This ongoing refinement process has resulted in over 100% of target keywords reaching first-page rankings, demonstrating how continuous optimization amplifies success.