How well do you know your senior living searchers?
Many folks think that Google operates in dark and mysterious ways. It’s easy to understand why. They aren’t exactly transparent. But they are making strides to deliver results that better match searchers intent. Combined with some of their updates, I’d say it’s working.
Rarely do I have to refine my search results multiple times. And I seldom come across those awful, spammy, keyword-laden web pages that used to be everywhere. Overall, I’m usually a happy searcher.
SEO Survey Says…
As SEO certified copywriters, however, our team is always looking for insight on what senior living searchers are thinking. Not just the intent of their search, but what actually causes a senior or their family to act.
We’re interested in what makes them respond positively on client sites, and what has them clutching their pearls and hitting the back arrow.
We’ve shared results from surveys before, and a new one from Ignite Visibility is definitely share worthy.
They surveyed over 500 searchers between the ages of 25 and 60. Obviously, the prime age range for the adult child influencer in our industry.
Here’s the quick scoop on what they found that can help you create senior living copy that converts:
- Written content still reigns: Despite the growth of video and push for more graphics, the written word still rules the internet. 55% of respondents prefer it to other forms of content. I’d venture a guess that for more complicated topics like memory care or assisted living, that number is likely even higher.
- Organic over ads: If you haven’t had the best of luck with online ads, you aren’t alone. The survey found that 85.2% prefer to click on organic search results. 66.7% of survey respondents went as far as to say if Google adds more ads to the SERPs, they would be less inclined to use Google.
- Meta descriptions matter: We often see senior living providers leaving these to chance or hacking together poorly written meta descriptions. It’s time to stop doing that, folks. Here’s the proof: almost 63% of survey participants said it was the factor that most influenced their decision to click on a site in the SERPs.
- Need for speed: We’ve all been there. A meta description on the SERPs page looks like an exact match for what you are searching for. You click on it and wait. And wait. And wait. Or maybe not. Many people hit the back arrow and move on. This survey confirms the need for speed. 40.9% of people ranked it as very important.
- Answer questions: No doubt about it, this one is important for the senior living industry. 48.9% of survey participants said quickly answering their question is very important.
The bottom line seems to be that you need to provide seniors and their families with written content that quickly answers their questions.
Once you do that on your site, chances are you’ll be able to keep them there. They’ll click on over to your community pages and peruse your resources.
But first, you’ve gotta get ’em there.
Content to Attract Senior Living Searchers
Drop us a note if you need help with strategy or written content. It’s all we do. Create great senior living content that attracts and engages families.
Until next time,