A question we often receive, especially from smaller senior care companies, is why Google doesn’t seem to “like” them.
We’ve shared strategies for improving your rank in the crowded senior living space many times. Like here in this article or even in in this article.
One mistake we see providers make is launching a new site or a rebrand with what they think is a real arsenal of top quality pages and blog posts, and then hitting the brakes.
Does a few dozen articles loaded to your senior living blog a few months back make you an authority?
According to Google’s John Mueller, that’s a negative.
Senior Living Authority
It might seem like you’ve covered all of your bases.
You have a page for each of your 17 senior living communities. A few more pages that explain the levels of care, and probably a blog with a handful of articles.
Then you launch or relaunch the site. Post a few times on social about your new site. Maybe send out an enewsletter inviting people to subscribe.
And wait for the leads to come roaring in. Sound about right?
You’ve got 30 or 35 pages and are feeling good. Google might index your pages and you think you are sitting pretty. Your work is done.
Then nothing happens. Leads aren’t filling up your sales teams’ Inboxes. The phones aren’t ringing any more than they were before the new site went up.
How can Google not think you are an expert and not realize that your beautiful new senior living website deserves page one rank?
We see this scenario so often. We call it the “set it and forget it trap.” Because you created a great site that was a ton of work, you think that’s a wrap.
Somewhere along the line in a few months you’ll find someone on your team to write another blog article or two on something. But for now, you are good to go.
But what Google wants to deliver to seniors and their adult child is a search engine results page full of communities that are rich with relevant, recent content.
Not a website with few dozen pages and posts that are months or years old. A site that doesn’t have recent activity.
You need to keep adding to your site on a consistent basis. Even if you only add two blog articles a month to your site, you will make progress.
By planning a blog calendar strategy and write solid blog articles, you’ll keep adding pages to your website. While also sending Google a signal that your page is still active and not another abandoned website.
It doesn’t happen overnight, especially in a crowded industry like senior care. But you will see results if you do it well.
Senior Living Blog Services
Content creation is the most outsourced content marketing activity for B2C marketers like yourselves.
Does that surprise you?
All those fabulous articles and guides you see on the blogs and resource centers for the top senior living companies probably are contracted out.
Even with all of the in-house talent they have, most lack people with experience and time to create content.
So, whether it’s time or SEO copywriting skills that are preventing your site from competing, we can help.
Drop us a line or two about what you need and we can chat from there.
