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If you’ve noticed a dip in occupancy rates lately, you might want to take a look at your Search Engine Optimization (SEO) rankings to see how you match up against your competitors — especially when it comes to local and branded search terms. While both classes of search are equally relevant for lead generation, it’s important to understand the difference between the two so your community can start to rank at the top of the Search Engine Results Pages (SERPs).   Local vs. Branded Search – What’s the Difference? Local searches (also called “unbranded”) are used to find a specific […]

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The Basics of a Lead Generating Website There are certain components that your website should have in order to keep users attention and turn them into leads. It all starts with creating a solid user experience that not only highlights your community in the best light possible but is also user-friendly and easy to navigate. It doesn’t stop with just the front end either, your site also needs to be properly optimized and maintained on the back end so you can compete online in the ever-changing, highly-competitive senior care industry. Let’s look at the basics that make can take your […]

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Expanding Your Concept of Content When someone searches for your community or for the services you provide, what do they see when they get to your website? Most communities will have some general information about their facility and resident experience, and that’s usually it. While this information can be helpful to potential residents or their loved ones who are doing research on their behalf, often times it’s not enough to keep their attention or entice them into ultimately scheduling a tour.   Content marketing is one of the most important aspects of your SEO plan, if you’re not contributing meaningful […]

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The senior housing space experienced a very interesting year in 2018. On one hand, occupancy fell to an eight-year low and labor expenses are surging. On the other, construction costs are dropping and there is much promise that lies ahead with the baby-boomer generation getting closer to retirement age every day. Heading into 2019, here are the top trends to keep an eye on for the Senior Care industry going forward:   Importance of Data-Driven Marketing In 2018, many operators found it difficult to connect with baby boomers and their generation X children (who will likely be part of the […]

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In a time when many Generation Xers (Americans born between 1965-1981) are becoming the family caregiver to their baby boomer or silent generation parent, the senior care industry is still finding it difficult to market to them. This generation is considered the “forgotten” one because most were heavily impacted by family instability in childhood and economic turmoil as they entered the workforce. These factors have resulted in a deep skepticism among many Gen Xers, making them very difficult to connect with. However, it’s now critical to be able to reach/impact Generation X because they are a big part of their […]

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Online Reviews heavily influence consumer decision making and they have an impact on your community’s local search rankings. By making the effort to increase your quantity of online reviews, your senior care community can improve ratings, strengthen reputation, and get a better idea of what people think about your community. If your business wants to take advantage of those opportunities to gain more reviews for your community, make sure you are doing so in a way that’s in line with Google’s guidelines. Below we’ve outlined the ways in which you can get in trouble with sites like Google and Yelp […]

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Because more and more older adults reaching retirement age, the senior living industry is very competitive right now. McKnight Senior Living’s helpful blog recently outlined some things you can do to improve your sales efforts, but they really only touch on things you can change internally or in the local community. That’s why we thought it would be beneficial to discuss some ways in which you can reach new residents by improving your presence in the search engines. While it is a great idea to volunteer for nonprofits and expand your analytics, strategies like these generally won’t help your community’s […]

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If you don’t think it’s important for your community to have reviews on Google, think again! According to a new study performed by BrightLocal, Google Reviews are more important than ever. Why? Simply put, Google Reviews are highly visible. On average, 92% of online users go with Google over their competitors. So it’s safe to say that if someone performs an online search for your business, Google Reviews will likely be one of the first things they see. This study looked at 93,000 local businesses across 26 different industries. Researchers narrowed down the percentage of businesses who had reviews, their […]

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Online directories are comprehensive platforms that allow users to learn about and directly contact businesses. In the senior care industry, there are generally two types of online directories that users will come across: referral sites and review sites. The most well-known referral sites are “A Place for Mom” or Caring.com. Sites like these are generally gaited, meaning they require the user to sign up for an account to view a full profile. On the other hand, review sites like Google+ Business or Yelp require nothing from the end user to read reviews or get information. In the senior care field, […]

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Looking for Part 1? Click here. Phase 2: Shopping Around After someone has done their initial research and narrowed down the type of care they want, they will begin searching for senior living options in a specific area. This is called a local search, which may look like “Senior Living near me” or “Assisted Living in Park Ridge, IL”. In these cases, Google factors in the location of your community when listing the search results, but that is just one factor. The condition of your local directories (such as Facebook, Yelp, etc..)  is also a very important factor. There are […]

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