We’ve heard from more than a few small to mid-size independent and assisted living providers in the last year who are struggling to improve their site rank.
Money remains tight for most marketing teams—obviously—because of the COVID-19 pandemic. But, the need to drive more digital referrals is stronger than ever.
People we’ve spoken with know their site needs some love. They want our help to write and optimize… one page.
They want to use it to “test the waters” and “see how it goes.”
It they “get more referrals from the new page, they’ll send more business our way.”
Sure it would be easy for us to take their money, but we have to be honest….
Optimizing just one page on a senior living website isn’t likely to help drive referrals.
That really isn’t how senior living SEO works.
Don’t Focus on Just One Page
You’ll likely find content writers who will do what you ask. They’ll write and optimize one page for your senior living website. Just don’t count on seeing any results from it.
A better approach is to identify what new page you need and which additional areas of your site would help support that page. Then pump those up, too.
Here’s an example of a project we recently completed…
The client was well-known locally for having a high quality memory care program. In the pre-COVID-19 pandemic days, physicians and hospitals referred to them often. Those referrals still remained slow.
Despite their strong reputation, they had rarely ever received a memory care referral through their own website. Though they did well with online referrals for their independent and assisted living communities.
Until they called us, their website’s only reference to memory care was as part of their assisted living page. There wasn’t a stand alone memory care page.
They decided it was time to create a separate memory care page to “get referrals.”
If only it was as easy as that, right? But it’s SEO, not magic.
Senior Living SEO Strategy: Optimize More Than One Page
Instead of a one page project that was likely to waste their money, we helped the client see the wisdom in a more strategic approach.
We identified other areas of their site that we could edit and optimize. Each one could support the goals of the main memory care page.
The dining services page was upgraded to include their specialized approach to memory care mealtimes.
The client did a great job improving nutrition for people with dementia, but you’d never know that by looking at their site.
They also had a very robust life enrichment section of their website for independent and assisted living, but it only included a line or two about memory care activities. So we rewrote that one using some targeted key phrases, too.
These enhancements also gave us the chance to add internal links back and forth between the pages.
Next, we went through all of the content on their blog and identified internal linking opportunities there.
Though it wasn’t a content-rich blog, there were some posts dedicated to common challenges created by dementia. We were able to edit those to have stronger calls-to-action utilizing the newly created main memory care page.
You get the idea, right? Instead of thinking Google would give a site with only one real memory care page authority, we created a hub of resources and information.
Sound like something your site could benefit from?
Drop us a note. We’ll be happy to set up a time to talk and learn more!