By Janice Ramos
For eldercare executives, maintaining high occupancy rates is a top priority. In today’s digital age, potential residents and their families turn to search engines like Google to find the best senior living facilities. A strong SEO strategy ensures your facility appears at the top of search results, increasing inquiries and move-ins.
1. Why SEO Matters for Eldercare Facilities
Search Engine Optimization (SEO) is the process of improving your website’s visibility on search engines. When done correctly, it helps attract families actively searching for senior care solutions.
- 97% of consumers search online for local businesses, including senior care.
- 75% of users never scroll past the first page of Google.
- Facilities with strong SEO receive more website traffic, phone calls, and tour requests.
Action Step: Conduct a Google search for your facility’s name and services. If you’re not on page one, it’s time to invest in SEO.
2. Keyword Optimization: Targeting the Right Audience
To appear in relevant searches, your website must include the right keywords—terms potential residents and their families are searching for.
- Examples of High-Intent Keywords:
- “Assisted living in [Your City]”
- “Best memory care facilities near me”
- “Skilled nursing home with rehabilitation services”
Action Step: Use free tools like Google Keyword Planner to find keywords and integrate them naturally into your website’s content.
3. Local SEO: Getting Found in Your Community
Most families look for eldercare services close to home. Local SEO helps your facility appear in Google’s Local Pack (the top map-based search results).
- Claim and optimize your Google Business Profile with accurate contact information, photos, and positive reviews.
- Ensure consistent Name, Address, and Phone Number (NAP) information across all online directories.
- Encourage happy residents and families to leave Google reviews—they improve trust and rankings.
Action Step: Search your facility’s name on Google Maps. If information is missing or outdated, update your Google Business Profile immediately.
4. Website Optimization: Fast, Mobile-Friendly, and Informative
A well-optimized website improves user experience and boosts search rankings.
- Fast Load Speed: 53% of users leave a website if it takes more than 3 seconds to load.
- Mobile Optimization: More than 60% of searches happen on mobile devices.
- Clear Calls to Action (CTAs): Make it easy for families to schedule a tour or request information.
Action Step: Use Google’s Mobile-Friendly Test tool to check your website’s performance.
5. Content Marketing: Establishing Trust and Authority
Publishing valuable content helps attract potential residents and positions your facility as an industry leader.
- Blog Topics:
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- “How to Choose the Right Assisted Living Facility”
- “The Benefits of Memory Care for Seniors with Dementia”
- “What Families Should Know About Skilled Nursing Services”
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- Videos & Testimonials: Share resident stories and facility tours to build credibility.
Action Step: Develop a content calendar and post at least one high-quality blog per month.
6. Link Building: Strengthening Your Online Authority
Google ranks websites higher when they have links from reputable sources.
- Get listed in eldercare directories like APlaceForMom and Caring.com.
- Partner with healthcare providers, local businesses, and senior organizations for backlinks.
- Write guest posts for industry blogs to expand your reach.
Action Step: Reach out to industry partners and ask if they will link to your website.
7. Tracking SEO Success: Measuring What Matters
SEO isn’t a one-time effort—it requires continuous tracking and optimization.
- Google Analytics: Monitor website traffic, visitor behavior, and lead conversions.
- Google Search Console: Identify keyword rankings and technical issues.
- Call Tracking & CRM Integration: Measure leads generated from search traffic.
Action Step: Set up Google Analytics and review reports monthly to track progress.
Conclusion
Investing in SEO ensures your eldercare facility stays visible, builds trust, and fills more beds. By optimizing for search engines, you can:
Attract high-intent families searching for care.
Increase website traffic and inquiries.
Strengthen your online reputation and brand authority.
With the right SEO strategy, your facility can thrive in a competitive digital landscape.
Need expert SEO help for your eldercare facility? Consult with our experts today for a customized strategy that drives results.
