Local SEO is not a mythological technique boasted from companies who succeed, nor is it only implemented by companies who specialize in SEO. Local SEO is an effective strategy that offers retirement communities a dominant edge over their local competitors. Search engines place major emphasis on local results because the majority of users are only interested in results nearest to their location. According to a recent study, 67% of users want advertisements customized to their zip code, and 61% of users want advertisements customized to their immediate surroundings.
There is a high probability that potential residents who are searching for senior living communities want a location near their current area. Therefore, maintaining an online presence that keeps your community at the top of search engine results is imperative for easy discovery. If maintaining and growing your communities online presence is a top priority, then follow these three local SEO tactics for assisted living communities.
1.) Local Back linking
Link building helps drive traffic, increase your communities brand visibility, and is one of the cornerstones of a healthy website. Providing links to and from local business sites and directories helps to get your website displayed in localized search results in ways that other search engine optimzation tactics cannot.
Local clubs and outreach organizations offer opportunities for retirement communities because it shows users they invest in the community around them. Building links to and from the site are all about relationship building, thus choosing websites to associate yourself with is very important. Often times getting a link from a local organization is as simple as contacting the site admin and asking. So what are you waiting for!
*The graph above shows how important it is to rank highly for keywords; especially when in the top 3 spots.
2.) Content Focusing On Your Local Area
Everyone loves personalized content aimed at their needs or their area. If your retirement community creates regular, keyword-focused content you'll be a great position to attract new potential residents and gain more visibility than that of your local competitors. Examples of content that you can modify for your local area include blogging, video, infographics, e-books, checklists, webinars, or whitepapers. Interviews and testimonials from previous or current residents not only can help you get found in local search results but can also help you to convert leads into new residents by giving them peace of mind that your community is right for them. Checkout our recent blog post on how to get 5 star reviews for your senior living community to learn more about this tactic.
Also remember to try to mix in localized geographic terms to your blog posts and site pages. This will help you site get indexed in for those terms by search engines and help to improve your local search rankings. For example, you might be writing a new blog post on your site about "how to choose a senior living community." To optimize this post for local search you might change the title to "how to choose a senior living community near Boston, MA" - in this example you'd be optimizing your post for "senior living community near Boston, MA" which is an excellent long-tailed keyword to rank for.
"Content Marketing is a more competitive environment certainly, but those who have real empathy for web users and influencers AND have the SEO skills to infuse their work with great keyword targeting, search accessibility, etc., are going to have ongoing success."
3.) Be Present On Maps and Directories
If your contact and map information is not visually available and easy to get, users are far more likely to become discouraged and move on. A majority of users who search for business will visit a business that day, or subsequently, so it's important to make your communities presence on maps and directories forefront.
A few of the top platforms for companies to you to claim your listing are Google, Yelp, Yahoo Business, and Bing. And these are just to name a few. The secret is to claim and update your communities information on many of the prominent local directories to increase visibility. One thing to remember is that it's extremely important to have your "NAP" (Name, Address, and Phone Number) EXACTLY the same as you do on your website. To learn more about how to set this up and why it's important read this article on the basics of Local SEO for senior living communities. ur article You hold the reins when it comes to how your communities name and contact information show up on maps and directories. Therefore it's a tool that shouldn't be discounted.
*Once you've verified your community on "Google My Business" a map of your location will start showing up results.
The great thing about local search engine optimization is that unlike PPC advertising it's effectively free - it just takes your time and effort should you choose to not hire an SEO agency. Although it takes a while to setup correctly, and is an ongoing challenge as search algorithms change, the positive impacts of good SEO build on themselves over time. Search engine algorithms take into account the popularity, relevance, location and quality of your information before displaying your results. Consequently, you need to ensure your retirement community search engine optimization efforts are taken seriously and aer done effectively in order to reach your target audience.