Are you frustrated by your inability to rank at the top of senior living search results page (SERP)?
We get a lot of random emails from senior living providers on this topic.
Some have been spending tons of time trying to convince other sites to link to them.
Others have had an SEO agency “guarantee” they would get them to the number one spot faster than a politician can tell a lie.
What most haven’t been doing is creating content that matches the senior living searcher’s intent.
We aren’t saying that links aren’t important. Or key words and phrases. Or your domain authority. They are.
Fresh, unique content is also important if you want to get to the top of the SERP.
What is increasingly important to understand, however, is the intent behind the search.
Think about it this way…
Unless a senior and their family members have been through this process before, they don’t really know what they are looking for.
We’ve all met the frazzled adult daughter whose dad is in the hospital after a fall. Or a car accident. She’s flown in from out of state and has a limited amount of time to find a housing solution for him.
Said daughter is convinced her dad isn’t safe living alone any more. Or driving. She jumps on Google and starts to search for answers.
Creating Content With Intent in Mind
What is that daughter searching for?
The answer can be complicated. So much so that a smart content marketer knows we’ve long since said good-bye to the senior living sales funnel online.
Senior living searchers now follow a very unpredictable path to your digital door.
The daughter in our example above might search for:
- how to tell if a senior is safe at home
- how to assess a senior’s driving
- senior housing options
- what is assisted living
- how much does assisted living cost
- what is the difference between assisted living and a nursing home
- does assisted living offer rehabilitation
- why do seniors fall
- how long does it take a senior to recover from a fall
Your challenge is to have content that addresses each of these searches. Content that is unique to each of these touch points.
The days of writing for the “average” senior living searcher are gone.
Your content needs to be much more specific.
Seniors and their families will feel connected and engaged when you are able to answer their questions and meet their needs.
It is as simple—and as complicated—as that.
The longer a searcher stays on your site, the more Google will see you as an authority on the searcher’s topic.
As you are developing your content marketing strategy and determining what you need, keep all of that in mind.
Your content should be relevant, unique, and purposeful.
If you need a little help with that, drop us a note.
We’ll be happy to answer your questions and get you moving in an upward direction!