In today’s digital age, a strong online presence is vital for any business, and senior living communities are no exception. 

Search Engine Optimization (SEO) is a strategy that is generally cost-effective and helps to generate more traffic for your website. But did you know that you can go a step further with your SEO by localizing your web content?

Let’s delve into how you can harness local SEO to elevate your senior living community’s online visibility.

What is Local SEO?

Local SEO is a strategy to improve your digital visibility in local search results on Google and other search engines. It is especially crucial for senior living communities, where the target audience is often searching for options in specific locations.

Key Strategies for Local SEO

• Google Business Profile Optimization: Make sure your senior living community is listed on Google Business Profile. Keep your profile updated with accurate information, including address, contact details, and hours of operation. Encourage residents and their families to leave reviews, as positive reviews can significantly boost your local search rankings.
• Local Keywords: Incorporate location-based keywords into your website’s content. Phrases like “senior living in [City Name]” or “assisted living near [Location]” are just a couple of examples. This helps Google understand where your services are located and present them to users searching in those areas.
• Mobile-Friendly Website: Having a mobile-responsive website is essential. A site that loads quickly and is easy to navigate on mobile devices improves user experience and supports your local SEO efforts.
• Local Content Creation: Create content that resonates with your local audience. Blog posts about local events, community involvement, or relevant local news can improve your local search rankings.
• Structured Data Markup: Use structured data markup (Schema) on your website. This helps search engines understand your site’s content better, which can improve how your page is represented in search results.

Why Should I Care?

Let’s think about how the average person uses Google (and yes, we include ourselves here at CITIZEN in that category). If you’re looking for somewhere new to eat in your city, you could go to Google and type in, “best restaurants in Calgary,” and a whole bunch of results are going to pop up. And like most people, you probably only look at the first few organic links before you can find something that appeals to you.

Now, let’s think about your audience and how they’re using Google to find your website. They are likely:

• An adult-child searching on behalf of their parent
• A senior looking for independent living or assisted living options 

You know that transition from home to your community can be emotional for everyone involved. That means you need to be available, easy to understand, and appealing to these users when they search for you. Especially for users searching in your area! This is how local SEO can improve your ranking on the search results page of search engines like Google, and generate more traffic and clicks for your website. 

Don’t Forget About Google Updates

Google is updating their algorithm all the time, and they usually don’t tell you when or why. In the last 3 years, search volatility has been high, meaning that listings (like your website) are changing rank on Google search results more often. Local SEO helps to reduce the effects of these updates on your ranking. 

Let’s Talk About Google’s Infinite Scrolling

We used to say, “If you want something hidden, put it on the second page of Google.”

Now that Google has switched from search result pages to an infinite scroll, there is a possibility that users will scroll further down the webpage as it requires less effort than having to click to show more results. Or, they may behave the same as they have in the past. Only time will tell how infinite scrolling on Google results with impact the performance of your website, which is why it’s important to consistently monitor and refine your SEO strategy. 

It’s A Long-Term Plan

It’s important to remember that SEO, especially local SEO, is a long-term strategy. Changes don’t happen overnight. It requires consistent effort and patience to see significant results. Regularly updating your GBP, refining your content, publishing quality content, and monitoring your analytics are key to long-term success. 

Get Started with Local SEO

By implementing these strategies, your senior living community can significantly improve its online presence in local search results. This enhanced visibility not only attracts potential residents but also positions your community as a key player in the local senior living landscape.

You can own your local region with the right SEO strategies. We can help, contact our experts at CITIZEN.