Frequently Asked Questions
Q: What is SEO and why is it important for senior living facilities?
A: SEO stands for Search Engine Optimization - the optimizing a business’ on-page (website) and off-page content and structure to improve its visibility and ranking on a search engine’s results page. Senior living facilities need to have a strong online presence to attract new residents and family members. SEO helps ensure that your website appears at the top of the search results page when potential residents search for keywords related to your business.
Q: What is local SEO? How does it compare to a national SEO campaign?
A: Local SEO is optimizing your website and online presence such that it ranks at the top of local search results - "local" meaning within a 13 mile radius of your business' location. This includes targeting local keywords, optimizing your Google Business profile, and building citations for local directories. These campaigns aim to optimize a website's visibility for location-specific keywords in a single geographic area, while national SEO campaigns focus on improving a website's ranking for broader keywords that target a wider audience in multiple locations. "Wider" means reaching an audience greater than 60 miles (~1 hour) away from your business' location. An example of a local SEO search term that would not be on a national campaign could be "assisted living facilities in [city or region name]", which has a limited search volume compared to national keywords such as "senior living communities" or "retirement homes."
Q: What services does your agency offer?
A: The Lionstone Agency offers a range of SEO services for senior living facilities, including keyword research, on-page optimization, local SEO, link building, content creation, and analytics and reporting. All our services are anchored around three (3) key components – on-page SEO, off-page SEO, and content creation.
Q: What is on-page optimization for a senior living facility?
A: On-page optimization is the first key component of our service offerings. It involves modifying your website's content and structure to improve its relevance and authority for specific keywords. This includes optimizing titles, headings, meta descriptions, and content for keywords relevant to potential residents searching for a senior living facility. These optimizations are ongoing as updates to the search engine algorithms are released.
Q: What is off-page SEO for a senior living facility?
A: Off-page SEO is the second component of our local SEO strategy. It refers to the optimization of elements outside of your website that can influence its ranking on search engine results pages. For a senior living facility, off-page SEO may involve building backlinks from authoritative healthcare websites, engaging with potential residents on social media, and monitoring and responding to reviews on third-party review sites like Yelp or Google My Business. As with on-page SEO, these optimizations are continuously updated as updates to the search engine algorithms are on a monthly and sometime weekly basis.
Q: What is content creation?
A: Content creation is the third key component of our local SEO strategy. It involves creating high-quality, informative, and engaging online content for your facility’s website and its other online channels. This helps to attract and engage potential customers and improve your website's authority and relevance. Our content creation strategy is focused on consistent, quality posting on your facility’s primary social media sites and your website.
Q: What is keyword research?
A: Keyword research is the process of identifying the most relevant and high-traffic keywords related to your facility. This research allows us optimize your website's content and structure to align with the search terms potential residents are using to find senior living facilities. We also leverage this research when creating off-site content on social media or other websites.
Q: How do you measure the success of your SEO campaigns?
A: We use a variety of tools and metrics to measure the success of our SEO campaigns, including search engine rankings, website traffic, conversion rates, and customer engagement. We provide regular analytics and reporting to help you track your website's performance and ROI, along with a monthly analytics and progress update report to ensure our campaign is performing well.
Q: How long does it take to see results from SEO?
A: SEO is a long-term strategy that requires ongoing optimization and maintenance. It typically takes several months to see significant improvements in search engine rankings and website traffic, but the results are long-lasting and can help to drive sustainable growth for your senior living facility. To reiterate our stance, we believe SEO is the foundation on which all your online presence will be built, and therefore it is a process which cannot be rushed.