Karina Tama-Rutigliano is a Digital Marketing Strategist and Founder of Senior Care Clicks. Karina helps Senior Care Businesses.
Friends and neighbors within your community who may need in-home care are likely typing “home care agency near me” into a search box. The question is, will they find your home care agency when they hit enter?
A 2018 survey tracked 1,000 smartphone users and discovered that over the course of five days, 82% of them had used a “near me” search. Optimizing your site for local search engine optimization (SEO) is the key to driving “near me” searches to your website. This is an essential marketing strategy, especially if your goal is to drive traffic to multiple locations for your home care agency.
Local SEO Optimization
Digital marketing acronyms and terminology can be a bit confusing, so to begin a local SEO marketing campaign, it pays to get acquainted with the meanings of a few digital marketing terms. Getting familiar with the following terms will be useful as you work to drive traffic to your home care agency.
• NAP stands for name, address and phone number.
• Reviews are public listings that show comments and star ratings about the quality of your service.
• Google My Business is an online directory that ranks high in “near me” searches.
• Location page is a dedicated landing page for each of your facility locations.
• Citations are places online where your name, address and phone number are listed.
Using Google My Business To Drive Local Traffic For A Home Care Agency
In my experience, one of the best drivers of SEO traffic is also the easiest to implement. Better yet, it’s free. Google My Business, also known as GMB, is one of the biggest online promoters for your local business.
Google My Business is a tool that’s specifically designed for local businesses. By filling out your Google My Business listing, your local business will appear on Google’s search, local finder, maps and “local packs.” Your listing makes it easy for customers to find your address and business hours, as well as photos and other information.
Google My Business is a great place to optimize local SEO because of the strong local attention it gives your business. For instance, 33% of businesses receive 1,000 or more visits from Google Maps listings each month. Further, 84% of customers who find a business’s GMB listing do so through discovery (16% through direct search).
Why Reviews Are Important For Home Care Agencies
The best compliment that a customer can give you is a five-star review. For people who are right in your community and interested in home care agencies, five-star ratings are likely to catch their attention. The comments that current clients leave can be highly impactful in assuring visitors that your caregivers provide kind, compassionate care.
Your local SEO marketing strategy should have a plan to collect reviews. And keep in mind, Google ranks business listings with lots of reviews higher.
Create And Optimize Location Pages For Each Branch
When you’re completing your GMB listing, the best strategy is to create a dedicated page for each of your physical locations. This is important for a couple of reasons:
1. Google will boost local SEO in the local communities of each location. This strategy gives you online space to include a wider variety of keywords that relate to each of your locations.
2. You can post job opportunities to draw local talent from within each community. Interested leads will be able to find the exact location they’re looking for.
Having multiple landing pages for your various locations is a more effective strategy than trying to get so much information in one listing that very few people get the information they need.
What Does NAP Mean In Local SEO?
NAP is an acronym that you’ll see quite a bit in digital marketing. Again, it refers to your business name, address and phone numbers. While that seems simple enough, if you have any changes in your contact information, it’s easy to overlook updating NAP on all the places it appears on the internet. Keep track of NAP, and monitor it to ensure it appears consistently across all online business listings, citations and social media platforms.
Citations To Boost Local Presence
By definition, citations refer to all the online places that display your NAP. If you’re not sure where to find them, start with these:
• Common industry directory listings, such as senioradvisor.com, caring.com and care.com.
• The Yellow Pages online business directory.
• Business profiles on social media, such as Facebook and Yelp.
People pull up lots of sites every day, and they’re apt to find your home care agency on any one of them. Citations will help people discover your home care agency, and the online mentions may give you a boost on local search queries. More exposure can help you to acquire more clients.
Host Local Events To Acquire New Clients
Local events are great places to network with people. When your home care agency hosts events like health fairs and job fairs, it gives you opportunities to advertise your home care services, which can improve your local SEO performance.
Local event calendars and local online news outlets give you online real estate to post your listings. Each usually gives you the opportunity to link back to your website. Google will notice all the backlinks and reward your efforts with a higher ranking.
Even if your event doesn’t attract much attention, the backlinks may drive new leads to your website. Perhaps what’s even better is that people may also share them through their social media accounts, which gives you even more online presence.
Boosting your local SEO strategy takes time and organization, but your efforts can pay big dividends with increased lead generation and conversions.
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