search engine optimization (seo) for senior living ......- supports seo for caring’s entire...
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Search Engine Optimization (SEO) for Senior Living & Senior Care
Presented: September 30, 2020
2020Welcome to Our Webinar
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2020Caring.com: #1 Senior Care Resource Online
Comprehensive Directories for Senior Living and Senior Care — 80,000+ Listings
Founded in 2007, with a Social Mission
Highly Trained, Highly Skilled Team of Family Advisors & Senior Care Experts
Relevant Eldercare Information and Support —Across Portfolio of Websites
#1 for Senior Care Reviews: 250,000+ Published — Thousands Added Monthly
www.caring.com
2020Today’s Presenter: Avril Langevine
• Senior Digital Marketing Analyst, Caring.com- Joined Caring’s team in August 2019
- Supports SEO for Caring’s entire portfolio
• Internet marketing strategist with 10+ years experience in online content, SEO, and PPC- Managed SEO and paid search campaigns for various
organizations
- Expertise in digital and inbound marketing, as well as content development and audience targeting
• USC Annenberg School for Communication and Journalism, Masters in Communication Mgt. - Focused on marketing, consulting, change management, and
building virtual learning communities
AVRIL LANGEVINE
2020What We’ll Cover Today
• What is Search Engine Optimization?• Why SEO?• SEO Strategy Overview• Top 5 SEO Tips for Senior Living &
Senior Care• Q&A and Key Takeaways
2020
What is Search Engine Optimization (SEO)?
2020Search Engine Result Page (SERP) Anatomy
2020Organic Ranking Factors
2020
Why SEO?
2020Impact of Caring’s Investment
SEMRush Estimated Organic Traffic to Caring.com
2020
SEO Strategy
2020Search Intent
InformationalWhat is Assisted Living?
InvestigationalCost of Assisted Living vs Home Care
TransactionalAssisted Living in Warren County, VA
Navigational/BrandedShenandoah Senior Living
Services Offered
Service Location(s)
Transactional Keyword Phrases
to Target
Free Keyword Research Tools:
● Google Keyword Planner● Wordtracker Keyword
Research Tool● Moz Keyword Explorer
2020SEO Strategy - 3 Parts
Optimization of the website itself and the
breadth of relevant unique content.
Linking and Business Listings strategy to build
authority.
On-Site
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Off-Site Technical
Site health, page speed, and indexation. This determines what can show up in Search.
2020SEO Strategy - 5 Tips
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Onsite – Remember: Content is King!
Onsite – Tighten Up Your Title Tags
Onsite – Make It User (& Crawler) Friendly
Offsite – Leverage Local Listings
Technical – Use Google Search Console to Track Performance
2020
Tip #1: Content is King
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2020Unique Content
2020
Tip #2: Tighten Up Your Title Tags
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2020Title Tags• Customize the title tag for each page
• Incorporate target keywords, left to right
• Maximize the space
• Include a CTA to entice clicks
• Recommended length: 600 pixels; < 60 characters
• Test SERP appearance using Moz Title Tag Checker
2020
Tip #3: Make it User-Friendly
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Organic Sessions
Bounce RatePages/Session
Inquiries
Target Landing Pages Matched to IntentPage Engagement and Easy Site NavigationConversion Optimization
$Monetization$
Key Features to Consider:
➢ Navigation Menu➢ URL Structure➢ Internal Linking➢ Inquiry Forms
User Flow & Engagement Signals
2020
Tip #4: For Local Listings, Consistency is Key
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Frequency + Consistency + Authority1. Claim Your “Google My Business” Listing2. Complete Your Detailed Caring Directory Profile
Create: [email protected] Update: [email protected]
2020
Tip #5: Keep Track of How Google Sees Your Site
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2020Set up Google Search Console
2020Q & A
2020Key Takeaways
Partnering with search-
dominant sites like Caring is an
effective and affordable strategy
Online reviews are a strong signal, help you stand out, and drive
clicks by prospective customers
Ensure your online profiles and
websites are consistent for
NAP, and are rich with highly-
relevant content
Search engines do best-match
results specific to the user query —
prioritizing highest quality
content and websites
2020Thank You!
We Welcome Your Feedback and Suggestions
More Resources on Our Blog:http://partners.caring.com
@SrCareReviews(650) 762-8190 company/caring-com