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Senior Care Marketing Strategies
The adult care and senior care industry is very locally focused and
personal connections are an important 3rd party validation point for
customers see. Local senior care or in-home care franchise marketing
must use some of the principals of effective Local SEO in order to be
Do you know your senior care services keywords?
Searches in Google are getting more direct and to the point – people
are searching for services that they want in their local area. Whether
they are on their phone, laptop or tablet, they will receive localized
search results and knowing which keywords are most frequently searched
is a great place to start.
We recommend breaking your keyword data into 3 segments – the first
being generalized searches, that will target someone that thinks they
know what they are looking for but may not know the technical terms for
the senior care service. The second should be specific services for
senior care and the difference between in home senior care, senior
living and medical versus non-medical. The third segment should be
local, service, and price focused – targeting people that are in the
decision making mode is important here! Once you know your keywords that
are important for customer’s searching, then do an audit of your site
to see where there are any gaps either in content that does not include
your keywords or keywords that are being used incorrectly within
content. Google does care about how content is organized and if you have
a relatively flat site, some reorganization makes sense. The concept of
a Barnacle Page makes a lot of sense in today’s SEO strategy tool belt –
having one page that is the cornerstone with barnacle pages that
support it is a good local strategy.
Do have the right content for effectively marketing you in home care services?
Once you know your keywords, starting to develop the right content is
key for a strong local SEO strategy. Content can be on your home page,
in your services pages, on your blog or elsewhere – no matter where it
is, it’s important to have! Breaking out content into segments where 3-5
keywords cover that content piece is a good strategy, and where you
have 2nd level or 3rd level pages supporting your content, you tend to
do well in search results. Internal linking helps build strong page
authority and key elements such as your Title tags are of course needed.
Once you have created great content for your senior care service
business, don’t forget to promote it! Whether you use social media,
email, blog posting, or other channels, promotion of your content is the
part that makes it work and be seen.