How New Wave Home Care became the most visible agency in Altadena.
62 keywords in Google’s top 10. 8 at #1. A 63% increase in search visibility in six months.
How Home Care Marketing Pros helped New Wave Home Care grow — straight from Sam
A genuine brand story that needed a digital presence to match
New Wave Home Care has served Pasadena and the surrounding San Gabriel Valley for more than 15 years. Founded by Sam Gopinathan — a mechanical engineer turned home care CEO — the agency is locally owned, not a franchise, and has built a reputation for exceptional caregiver retention and community involvement. They serve families across Altadena, Pasadena, Glendale, and a growing footprint that now extends to the South Bay and Inland Empire.
When Sam and his team came to Home Care Marketing Pros, they had something most agencies don’t: a genuine brand story, a differentiated culture, and a deep community presence. What they needed was a digital presence that matched.
The challengeA competitive market — and a few quiet technical problems
The San Gabriel Valley is a competitive home care market. Families searching for care online encounter national directories, franchise brands with deep pockets, and aggregators designed to intercept the search before it ever reaches an independent agency. New Wave’s website was doing some things right. But search visibility was inconsistent across their service markets. The Altadena market — one of their core service areas — was underperforming relative to the agency’s actual presence and reputation there. High volume keywords like “respite care,” “senior care,” and “companion care” had no real organic foothold.
And several core service pages had a technical issue that was quietly preventing Google from indexing them at all.
The opportunity was significant. The foundation was already there.
A local SEO strategy built on three things
Home Care Marketing Pros built and executed a local SEO strategy centered on architecture, technical rigor, and trust.
Location architecture
We built out a full hub-and-spoke location structure for Altadena — a primary location page supported by dedicated sub-pages for each service type: respite care, personal care, Alzheimer’s and dementia care, transitional care, fall prevention, transportation, and hospice support. Each page was written for the real search terms families use, with enough depth and local specificity to earn a ranking.
Technical cleanup
Our audit surfaced a critical issue: five core service pages — including respite care and personal care — carried a noindex directive in their metadata, silently telling Google not to index them. We resolved this immediately. We also identified NAP inconsistency across pages, with at least four different phone numbers appearing site-wide. Consistent name, address, and phone data is a foundational local ranking signal. We standardized it.
Content that earns trust
Sam’s story — engineer to home care CEO, 15+ years building something locally owned in a franchise-dominated industry — is genuinely compelling. We built content that tells that story in the places search engines and prospective clients actually read it. The blog content strategy paired evergreen care guides with locally specific posts, strengthening topical authority across the site.
Live rank tracking, measured across 101 keywords
The numbers below are from live rank tracking in SE Ranking, measured across 101 keywords in the Altadena market.
- 62 of 101 tracked keywords now rank in Google’s top 10 — a 61% top-10 rate
- 8 keywords rank #1 in Google’s local map pack, including high-volume terms like “home care,” “home care agency,” “home care near me,” and “24 hour home care.”
- 38 keywords hold #2 in the local pack — stable, day after day.
- Top-10 keyword count grew 63% from January to June 2026, crossing 75 keywords
Total Visibility Score
Estimated monthly search impressions across all tracked keywords.
Keyword rankings snapshot
| Keyword | Rank | Monthly Searches |
|---|---|---|
| home care services | #2 Map | 301,000 |
| home care | #1 Map | 246,000 |
| elderly care | #2 Map | 201,000 |
| in home care | #2 Map | 201,000 |
| home health care agencies | #3 Map | 165,000 |
| home caregivers | #2 Map | 135,000 |
| 24 hour home care | #1 Map | 96,200 |
| home care for elderly | #2 Map | 90,500 |
| senior caregivers | #3 Map | 74,000 |
| home care near me | #1 Map | 74,000 |
Nearly all of these positions are held with 8/8 day stability — no fluctuation, no drop-off, no gaming required.
What this meansThe map pack is where home care decisions begin
When a family in Altadena searches “home care near me” at 9pm because something has changed with a parent, New Wave Home Care is the first result they see.
That’s not luck. It’s architecture.
The map pack is where private duty home care decisions begin. Families searching for care aren’t shopping — they’re searching with intent and urgency. The agency at the top of that list gets the call.
New Wave earned those positions by building a digital footprint that reflects their actual presence in the community: depth of content, specificity of location, and the technical foundation that lets Google trust and surface the site consistently.
The growth trajectoryThere’s still upside on the table
“Respite care” — 165,000 monthly searches — is at position #29 organically, with a noindex conflict on the primary service page recently resolved. A dedicated Altadena respite care page with sufficient depth is positioned to break into the top 10. “Senior care” (246,000 monthly searches) and “companion care” (74,000) have no dedicated landing pages yet. The agencies that build these pages earn the rankings. The agencies that don’t cede that ground to directories that charge them to get their own leads back.
New Wave is building.
“Home Care Marketing Pros understands the home care industry in a way other agencies simply don’t. They know what families are searching for, they know what Google is looking for, and they know how to build the infrastructure that puts an agency in front of both. The results speak for themselves.”
Sam Gopinathan, Founder & CEO, New Wave Home Care. Three short clips. His agency, his results — in his own words.
Is your agency’s website working as hard as it should?
If you’re not showing up at the top of local search in your market, your competitors are. And some of them are national directories charging you for the privilege of your own leads.
Home Care Marketing Pros builds the growth engine for private duty home care agencies. Location pages, service pages, technical SEO, and content strategy — built specifically for your market, not adapted from a generic template.