The Untapped Potential of Local SEO in Senior Living

There’s no doubt about it: Senior Living is experiencing a boom. Projections made by the Population Reference Bureau suggest that by 2030, nearly one in five Americans will be over 65. In today’s digital age, online searches are the go-to method for families seeking senior living options for their loved ones. This makes a strong Search Engine Optimization (SEO) strategy crucial for senior living communities looking to attract qualified leads. We asked CCR Growth’s SEO team to share some insight into how local SEO should be worked into your overall growth strategy.

Why SEO Matters for Senior Living Communities

Did you know that Google’s search engine accounts for over 91% of searches worldwide? And by 2019, Google was reporting a growth of local searches that use the “Near me” citation at over 900%. In fact, local search accounts for 46% of all Google searches. Since senior living communities’ primary audiences tend to be local, it is most likely that conversion rates will be higher for leads that are from nearby areas.

Google data shows that 72% of local searchers visit a business within five miles, and 92% of users choose from the first page of results. In fact, nearly half of all Google searches seek local content, and over a quarter of local searches lead to a purchase. It’s clearly indicating people who are looking for senior care services for their loved one will start by considering those nearest them.

For the senior living industry, these figures could be even higher. According to Marcy Baskin, VP of Senior Care Authority, location is crucial for seniors choosing assisted living. Many prefer staying close to friends and family, making familiar locations more appealing. Positioning your senior care organization as a trusted local authority can help attract these potential residents.

So, being visible locally is an effective way to attract leads, since there’s a good chance that someone who has taken the time to research a specific product or place is also interested in making a purchase, or viewing that place.

While national SEO efforts can certainly play a role in your lead generation strategy, the hyper-local focus of senior living communities makes local SEO a game-changer. At their core, senior living communities cater to specific geographic areas, attracting people based on amenities and services offerings. It makes sense that potential residents and families are primarily interested in options close to home, making local search intent especially important.

Local SEO vs. General SEO: Key Differences

Local SEO is defined as the process of optimizing a business’s online presence to increase visibility in search results within your immediate location or area using search engines like Google Search and Maps, or Bing.

If you look at local search from the brand side of things, local search targets customers searching for products or services in a specific geographical area, making it crucial for businesses with physical locations like restaurants, retail stores, and other service providers.

To make it clearer, SEO focuses on ranking high for relevant keywords that are aligned with a certain demographic and target audience, which may be at a national or even international scale, depending on the audience. Local SEO, however, targets a specific geographic area. Here’s a summary of what sets them apart:

• Search intent: Local SEO considers the specific intention behind searches done by people looking for products and services near to where they are. Someone searching for “senior living” might be browsing nationally, while “assisted living near [zip code]” indicates a higher intent and a local target audience.
• Local citations: Local SEO relies heavily on local citations or location-based keywords (e.g., “plumber in San Francisco”). This means your own business name, address and phone number (NAP) are important factors and should be as consistent as possible across various directories and websites. The more consistent and accurate your NAP citations are, the stronger your local SEO presence.
• Google My Business Optimization: Local SEO heavily utilizes Google My Business (GMB), as well as Bing Places for Business, for local search visibility, requiring accurate business information.
  Content Creation: Local SEO involves creating content tailored to local customers, like news and guides, while national SEO focuses on industry-wide content that appeals to a broader audience.
• Link Building: In local SEO, building backlinks from local directories and blogs can be helpful to establish local credibility. However, more emphasis should be placed on focusing on creating authoritative content in the first place. National SEO requires links from authoritative sites across the country or globally.
• Competition: Local SEO often faces stiffer competition due to a smaller target audience, making differentiation crucial. National SEO involves standing out in a broader industry context.

Key Local SEO Strategies for Senior Living Communities

While SEO might seem overwhelming at first, a strategic and methodical approach can turn it into a powerful tool for consistent lead generation. Here are some key local SEO strategies specifically for senior living communities:

• Claim and Optimize Your Google My Business Listing:
  Google My Business (GMB) is a free tool that allows you to manage your online presence across Google Search and Maps. Bing Places of Business offers the same across Bing Search results and maps. Claiming and optimizing your GMB listing is crucial for local visibility. Be sure to include accurate and up-to-date information like your address, phone number, photos, website link, and a detailed description of your services and amenities.
• Target Relevant Local Keywords:
  Conduct keyword research to identify the specific terms potential residents and their families are searching for in your area. Tools like Google Keyword Planner can help you discover relevant keywords with high search volume and low competition. Focus on keywords that are geographically specific, such as “[Senior living community name] + city” or “[Type of care] + near me”.

• Optimize Your Website for Local Search:
  Incorporate location signals throughout your website content. Mention your city and state in your page titles, meta descriptions, and throughout your website copy. Create local content that showcases your community, such as events happening in your area, resident testimonials, or blog posts about senior living topics relevant to your target audience. Since users find it easier to trust and engage with content that meets their cultural expectations, localizing your content will make it easier for you to grow and retain your audience.
• Build Local Citations and Online Reviews:
  Encourage residents and families to leave reviews on Google, Yelp, and other relevant online directories. Ensuring your communities deliver good service and good experiences will help to inspire your residents and their families to leave good reviews. These not only build trust but also improve your local SEO ranking. Additionally, obtain citations from senior living industry directories and local business associations. The more consistent your NAP information is across various platforms, the stronger your local SEO signal.

Pro Tip: Track and Analyze Your Results

Local SEO is an ongoing process. Use tools like Google Analytics To track your website traffic, keyword rankings, and user behavior. Analyze your results and make adjustments to your local SEO strategy as needed. A/B testing different tactics will help you identify what works best for your specific audience and location.

Wrap-Up

By implementing a local SEO strategy, senior living communities can significantly increase their online visibility, attract qualified leads directly interested in local options, and ultimately fill their facilities. The benefits of local SEO are undeniable, and with a strategic approach, senior living communities can harness this powerful tool to achieve their marketing goals.

Let’s Get You Local SEO

Looking to learn more about how local SEO can benefit your senior living community? We’re here to help Senior Living communities like yours generate high quality leads through the application of strategic local SEO practices and more. Get in touch to discuss your Senior Living marketing strategy and community growth.