The way people find senior care services has changed over the past 15 years.
One out of three people will search the internet to find a senior service, so senior care businesses need a marketing plan to make sure their websites are easy to find.
To make sure senior care businesses get a competitive edge in search results, they need to invest in a marketing campaign and search engine optimization (SEO).
In This Senior Care Industry Netcast:
Search Engine Optimization is what experienced web designer teams do to make a website more attractive to a search engine, such as Google, so that a website will be at or near the top of the results of a search. If your website appears on the 10th page of search results, someone looking for “senior companion care”, for example, is not going to scroll through 10 pages and over a hundred listings to find your website.
An SEO professional can help you improve your ranking and make it more likely that a potential client will land on your website.
Optimization allows the search engine to read and evaluate the content of a website, determining whether to include it in a user’s search results. The more authority your website has, the higher on the list or results, it will appear.
Various analogies illustrate how SEO works.
For example, you can compare your website to a book. You can find a website two ways – type in the URL or search for the website using keywords. You can find a book in two ways – get it off the shelf or type keywords into the library’s computer. If the book is not categorized properly, you will not be able to find it. Likewise, if your website does not contain the keywords a potential client would use in their search, they will not find your website.
GOALS OF SEO FOR ANY SENIOR CARE BUSINESS
The first goal of SEO for senior services is to increase the number of clicks an agency gets from user searches – or increase the organic traffic to the businesses website. By using the proper keywords, you can make users interested in the senior services you offer. The ultimate goal is to convert the user to a client. Therefore, your website must be user-friendly, informative and persuasive.
HOW TO IMPROVE YOUR RANKING
Google does not reveal the algorithm it uses to rank websites, but several factors can affect the search engine results page (SERP) rankings and the likelihood of conversion of internet users into clients:
- Keywords: An effective SEO marketing campaign will target specific keywords. What words is a potential client most likely to type in a Google search? The user may be an adult child in an eldercare crisis, so they may type words like in-home elder care, home care, in-home care, or senior care at home. Frequently, people will also specify a city (not a county, not a state). An SEO professional will focus on the keywords germane to the practice areas of your senior care business.
- Content: Quality content can boost how many times a senior care business appears in search results and the businesses SERP ranking. An SEO marketer can help you incorporate keywords into your senior care business’ website pages and blogs. For example, your agency will not only be listed if someone searches for senior in-home care but if someone searches for how much home care costs or how a senior care business hires their caregivers.
Google My Business (GMB) page: If your senior care business creates a GMB page, Google will list it as a local business, meaning it will show up more in local search results. Snippets of information, like client reviews, will also appear. An SEO expert will know the proper way to categorize your business (home care, home health care, assisted living, care home, care management, elder law). A common mistake is to list only as a medical service. By specifying your business as a home health care business or another senior service, your senior care business will appear in more local listings.
- Link building: SEO professionals use backlinks to improve senior care businesses SERP ranking. A backlink is created when a webpage links to another page. The term “link juice” refers to the amount of positive ranking factor that a link passes from one page to the next. Bloggers and others will link to content on the senior care business’ website that is useful or informative. The backlinks from authoritative websites not only help with an agency’s ranking, but they also drive referral traffic to the senior care businesses website. For example, an article may quote a home care business owner on a senior care issue and include a link to the businesses website.
- Schema markup: SEO professionals use schema markup or structured data to increase a website’s ranking. For example, a marketer inserts microdata into HTML, XML and XHTML-based documents and pages. This allows the search engine to understand the senior care businesses website better. It also makes the website stick out on search results’ listing. A snippet about your senior care business is accompanied by star ratings, and content information is more visible.
RESULTS FROM SEO STRATEGIES
A senior care business should not expect immediate results from an SEO campaign. The process is like planting a tree or a garden. You do not get fruit or flowers the next day. You must tend the tree or garden and give it the nourishment it needs to grow. Following SEO practices and providing quality content on your website will eventually produce more visitors to your website and more conversions of those visitors into actual clients.