Hardly a week goes by that we don’t receive a call or email from a senior living professional struggling to make sense of SEO.
With Google constantly updating their algorithms, black hat SEO “experts” targeting our industry, and social media channels full of people fighting over what really matters, it’s easy to understand why.
These two images from Twitter made me laugh, while also making me want to poke a stick in my eye…
The first one is two legit experts giving contradictory advice on keywords
And this one is conflicting advice Google returned from a searcher’s query…
What’s a senior living marketer to do? And who should you pay attention to?
Based on our experience crafting content that helps our senior living clients rank very high, we have a little advice.
SEO Tips for Senior Living
- Create content that answers older adults and family members questions. Our industry is very confusing. There are loads of opportunities for ranking well, if you skip the self-serving sales jargon and make it easier for families to self-educate. They have questions about level of care, pricing strategies, financing care, downsizing, having difficult conversations, and so much more.
- Focus on quality senior living content. Professionally written and thoughtfully edited copy will keep families on your site longer. Google likes it when that happens. You will be rewarded by better ranking when this happens over and over.
- Remember the senior living decision journey. Your content strategy needs to include resources that attract seniors and families at each stage of the journey. Think of this road as winding and curvy, and not a straight line. For example, a family panics when a parent who lives alone falls. We know that scenario well. Early panic…resistance from an older adult…short-term solutions are considered…senior falls again. Rinse. Repeat. Your content should meet families where they are at each stage.
- This is a marathon not a sprint. If an SEO agency or consultant “guarantees” you top ranking in four weeks, run fast. Our industry is very competitive. Results like that just aren’t realistic. It’s the sign of an SEO consultant who is dishonest or using tricks that will help for a few weeks and then get you in serious trouble over the long haul. Content marketing is a long game, not a day trade.
While we don’t offer SEO as a service, we are SEO certified copywriters who understand the business. We have a few folks we feel comfortable recommending if you need help. Shoot me a note, and I’ll send you some names.
Until next time…