We had a great question come to us from a newer client this week and we wanted to share the answer with all of you…
Does Google rank senior living topics higher than senior living keywords?
What our client was essentially asking us is if the word on the streets that keywords are out and key phrases are in is true.
Good question, right?
The trick is there isn’t any one clear cut answer. While we all (hopefully) know that jamming your site full of senior key words isn’t gonna work, not everyone understands what does work and why.
Here’s the scoop on the senior living topics/key phrase versus keywords issue:
- The goal of your senior living content is to provide answers to questions families have. Questions about assisted living, independent living, memory care, caregiving, and aging. Your teams at the community level are uniquely positioned to be able to generate a list of questions families ask and develop content that answers them.
- Incorporate phrases that families are actually searching for. Hint: it’s rarely just “assisted living.” Again, you have built-in focus groups in each and every community. Talk with residents and their families about their search process. You can and should use SEO keyword research tools, but going right to the source helps, too.
- Utilize FAQ pages and articles that match seniors and families search queries. Build out those documents so you have a depth of content that positions you as the expert. They should include a combination of senior living topics/key phrases and keywords.
- Intent matters greatly in senior living search queries. Remember, if a family hasn’t been through this process before, they won’t know the jargon that our industry thrives on. Creating content that incorporates phrases and key words that families actually use is vital.
Audit your site and generate new content
Fall is a great time to audit your site. And then generate content that addresses concerns and questions families have.
As always, if you have a question about senior care content just shoot us a note. We’ll try to answer it if we can!
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