Assisted Living SEO
Assisted living SEO (Search Engine Optimization) is a specialized form of SEO that is focused on promoting assisted living facilities and services in search engine results pages (SERPs).
While the fundamental principles of SEO remain the same across different business types, there are some unique considerations for assisted living SEO.
Targeting specific keywords
Assisted living SEO involves targeting keywords that are specific to the senior living industry. For example, terms like “assisted living facilities,” “senior care,” “memory care,” and “retirement homes” are often used in search queries related to this industry.
SEO strategies for assisted living facilities should be focused on identifying and targeting these keywords to increase their visibility in search results.
Understanding the target audience
The target audience for assisted living facilities is primarily seniors and their adult children.
Assisted living SEO should be geared towards addressing the concerns and needs of these individuals. This means creating content that is easy to read, informative, and helpful for this demographic.
When people are researching assisted living facilities, they are often looking for information that can help them make an informed decision about where to place their loved ones. Therefore, the content on an assisted living facility’s website should be designed to be helpful, informative, and educational.
Here are some types of website content that can be helpful for people researching assisted living facilities:
Provide detailed information about the facility, such as the types of care and services offered, the size and layout of the facility, the qualifications and experience of staff members, and the facility’s policies and procedures.
Photo and video tours
Provide photo and video tours of the facility to give potential residents and their families a sense of what the facility looks like and what daily life is like for residents.
Testimonials and reviews
Include testimonials and reviews from current and former residents and their families. This can help potential residents and their families get a sense of what it’s like to live in the facility and how satisfied other people have been with the care and services provided.
Include a frequently asked questions (FAQ) section that addresses common questions and concerns that potential residents and their families may have.
Publish informative and educational blog posts that address common issues and concerns related to assisted living, such as how to choose an assisted living facility, how to finance assisted living care, and how to deal with common health conditions that affect seniors.
Provide links to relevant resources, such as government websites, senior advocacy groups, and support organizations for specific health conditions that affect seniors.
Make it easy for potential residents and their families to contact the facility with questions or to schedule a tour or consultation. Include phone numbers, email addresses, and online contact forms on the website.
Assisted living SEO also requires a strong focus on local SEO. Many families looking for assisted living facilities are searching for options within their local area. Therefore, it is important for assisted living facilities to optimize their website and Google My Business listing to appear in local search results.
Optimize Google My Business (GMB) listing
The GMB listing is a free listing provided by Google that allows businesses to provide information such as business hours, address, phone number, and reviews.
To optimize the GMB listing, assisted living facilities should ensure that all information is accurate and up-to-date, and that they have claimed and verified their listing. They should also add photos and videos of the facility and regularly post updates, events, and promotions to their listing.
Local keyword optimization
Assisted living facilities should optimize their website content with local keywords. This includes including the name of the city, state, and surrounding areas in their website copy, blog posts, and meta descriptions. They should also use local keywords in their website URLs and alt text for images.
Local link building
Local link building involves building links to your website from other local websites. Assisted living facilities can build local links by sponsoring local events, guest posting on local blogs, or getting listed in local directories.
Encourage client reviews
Client reviews are an important factor in local SEO. Assisted living facilities should encourage their clients to leave reviews on their Google My Business listing, as well as on other review sites such as Yelp and Facebook. They should respond to all reviews, both positive and negative, to show that they are engaged with their customers and value their feedback.
Local social media optimization
Assisted living facilities should optimize their social media profiles with local keywords and ensure that their profiles are up-to-date and consistent across all platforms.
They should also regularly post updates, events, and promotions on social media to engage with their local community.
Local content creation
Assisted living facilities can create local content such as blog posts, infographics, and videos that are tailored to their local audience. This can help to establish them as a local authority in their industry and increase their visibility in local search results.
Reputation management is an important component of assisted living SEO. Families considering assisted living facilities often read reviews from other families who have used the facilities. Therefore, it is important for assisted living facilities to monitor and manage their online reputation by actively soliciting reviews and responding to any negative feedback.
Here are some reputation management tactics that assisted living facilities can use to improve their online reputation:
Monitor online reviews
Assisted living facilities should monitor online reviews on websites such as Google My Business, Yelp, and Facebook. They should respond to all reviews, both positive and negative, in a timely and professional manner. Responding to reviews shows that the facility is engaged with its customers and values their feedback.
Encourage positive reviews
Assisted living facilities should encourage their satisfied customers to leave positive reviews. They can do this by sending follow-up emails or surveys after a resident’s stay or by offering incentives for leaving a review.
Address negative reviews
When a negative review is posted, it is important to address the concerns raised by the reviewer. Assisted living facilities should respond to negative reviews in a calm and professional manner and offer to resolve any issues or concerns raised by the reviewer.
Implement quality improvement measures
Assisted living facilities should implement quality improvement measures based on feedback received in online reviews. For example, if multiple reviews mention that the food is not up to par, the facility may need to reconsider its menu or bring in a new chef.
Showcase positive feedback
Assisted living facilities should showcase positive feedback on their website and social media channels. They can do this by creating a testimonial page on their website or sharing positive reviews on social media.
Address false or misleading reviews
If an assisted living facility receives a false or misleading review, they should report it to the website where the review is posted. Some websites have policies against false reviews and will remove them if they are reported.
Reputation management requires a proactive and customer-centric approach. By monitoring and responding to online reviews, implementing quality improvement measures, and showcasing positive feedback, assisted living facilities can build a strong online reputation that will attract new customers and retain existing ones.
While the basic principles of SEO remain the same for all businesses, assisted living SEO requires a specialized approach that considers the unique characteristics of the senior living industry and its target audience.