A Keyword Strategy and Approach for Busy Senior Living Marketers in 2018

For senior living marketers looking to maximize visibility for their site, SEO can oftentimes feel frustrating, with results trickling in, instead of the expectation of interest being driven in droves.

The essence of SEO success and key to creating powerful pieces of content is a strategic focus on incorporating and optimizing relevant keywords for your community. It’s so important to know which keywords to target, prioritize, optimize, and track. If you find yourself searching high and low for the perfect keywords like Leonard, pictured above, stop. We’ve got you covered.

In this post you’ll learn:

  • 3 Keyword Research Tools – Two free, one you’ll have to pay for – to aid your keyword strategy
  • 2 Approaches for senior living marketers that want to see a boost to their keyword strategy in 2018

3 Keyword Research Tools to Help Senior Living Marketing Practitioners

1.) Google’s Keyword Planner – As we mentioned, there’s no shortage of free SEO tools out there to increase efficiencies so marketing teams can work smarter. Google’s Keyword Planner should be an essential cog in your senior living community’s SEO strategy. Simply put, it’s a must-have for any senior living marketer. Google’s Keyword Planner helps communities:

  • Discover new keyword opportunities
  • Conduct keyword research
  • Create and share your keyword strategy with others

One of the features that should help your team most is how Google Keyword Planner integrates into AdWords and paid campaigns. You can export keyword lists to repurpose and optimize into your content marketing strategy, while also unearthing new keyword opportunities to utilize.

2.) Wordtracker – Wordtracker can be used for a variety of functions for senior living marketing teams. It includes:

  • Link Building
  • Discovering high performing keywords (including search volume)
  • Export keyword lists

Wordtracker has two subscription levels, but its free reporting offerings should be helpful for your team and your keyword strategy.

3.) BrightEdge – For senior living communities that have multiple locations spread out over a wide geographic area, or that span several states, the need for accurate reporting and sharing of data and insights are essential. BrightEdge provides an enterprise-level solution for those senior living organizations, or communities that have scaled efforts and are looking to take the next step in their keyword strategy.

2 Approaches to Keyword Strategy Success in a Competitive Senior Living Landscape

1.) Know Your Striking Distance – To maximize your keyword strategy, first ask yourself:

  • What are my goals?
  • What expectations are realistic for my senior living SEO?

Having a handle (and an answer) on these questions will help your senior living marketing team conduct keyword research and handle strategy with clarity. First, what do we mean by ‘striking distance’?

When your team has identified a keyword or group of keywords that appears within the second or third page of the SERP, your team can begin optimizing it into your site and feature it within your pieces of content, so it has a greater likelihood of being relevant to users, pushing your organic ranking ahead with it.

Understanding your short-term and long-term goals are important in using your striking distance to make an impact. Perhaps there are keywords that are more specific to your community in the short-term, and broader keywords you’d ideally like to rank above your competition for. To reach that goal, your team will first have to identify which opportunities are going to help you today, while still optimizing for keywords that will take longer to truly be competitive for and take hold.

2.) Utilize Longtail Keywords – While your senior living marketing team is recognizing which keywords it has striking distance for, can also incorporate specific and granular keywords into its keyword strategy. That’s where longtail keywords will present a lucrative opportunity for your community.

Longtail keywords are keyword terms, typically four words or longer, that are specific to your immediate area, levels of care, offerings & amenities, etc.

For example, a longtail term a prospective resident would search for would be:

“What to pack when moving into an assisted living community”

Keep your specific, local offerings top-of-mind and use the keyword research tools at your disposal to help your team make strategic determinations for which longtail keywords to target.

Is Your Keyword Strategy Ranking #1, or Are you Riding the Struggle Bus?

As we mentioned in the beginning of this post, SEO takes time to develop, and the optimizations your team makes today may not be apparent tomorrow. But keep our keyword strategy approaches top-of-mind, and your team will be set up for success.

Of course, should your senior living community struggle with where to start, or if you feel overwhelmed by the amount of keyword options out there, contact us. We’ll help your team develop a strategy around your strengths.

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