Welcome back to part two of our five-part series on senior living SEO and pumping up your rank on Google. Last week we talked about senior living topics and key phrases. Check it out if you missed it.
This week we are talking design… how to make your senior living copy and your web page design work together to create a good experience for visitors.
What do we mean by that?
Glad you asked…
Visitor-Friendly, Visually Appealing Senior Living Web Pages
Think about how you read online…
Pretty different than when you curl up on the couch in front of the fire place with the lastest James Patterson thriller right?
We skim and scan usually while doing something else at the same time.
As senior living content creators, it is our job to write to the way people read online. You want to keep their attention when you are likely competing with something else going on in the room.
How does that relate to senior living SEO and your rank on Google?
Senior Living SEO & Keeping Families on Your Site Longer
You want people to stay on your site longer and not bounce off. It helps you engage them and convert them.
It’s also necessary for making the fine folks at Google happy. When an older adult or their family conduct a Google search on a senior living topic, Google wants to connect them with helpful, useful content.
If a family member clicks on your site only to be overwhelmed with poor design when they get there, they’ll quickly hit the return arrow and bounce right back to the search listings. (This is what determines your “bounce rate.”)
Once that happens a few times, Google starts to think your content doesn’t address the issue being searched for. You’ll rank lower and lower for that key phrase.
What can you do to make your pages connect with families?
Well, of course, providing quality senior care content is vital.
But you should also pay special attention to:
- Building in white space (versus big blocks of content) so you avoid intimidating and overwhelming visitors
- Use frequent headlines and sub-heads to break up big blocks of copy
- Lists and bullets also help break content up in to visually manageable blocks of copy
- Use a larger font that is easy on older eyes (remember our target audience —adult children— is over 50)
- Don’t get crazy and use too many different colors — it can be a distraction
- Left justify your copy so it looks clean and crisp on the page
- Use bold or italics here and there for emphasizing important points
Implementing these simple changes can result in a bump in your rank over time.
Next week our series moves on to talk about using emotion to connect with families on your senior living site.
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