Should I focus on local SEO rankings?

Yes. Absolutely, yes!

You’ve probably heard the old saying “location, location, location” to emphasize how important location is for business success. Well, your location on search engine results pages (SERPs) might be - and probably is - more important than your physical location. After all, hundreds or even thousands of people may come to your website each month, but they will never see your physical location. In order to get all those website visitors (aka potential clients and caregivers) to interact with your brand, however, you first need to show up in the right place online!

Why should I focus on local SEO rankings?

As a home care agency owner, you need local SEO, as it is the most viable and cost-effective way for you to reach prospective clients in the moments that matter. Local SEO will increase the number of people who contact your business. This in turn will lead to more clients and more caregivers for you.

Building a marketing program that provides a consistent flow of clients and caregivers to your business is the key to your ongoing success.

So now you are thinking, “Well that sounds great Jason, but can you be more specific?” I sure can! Here are three reasons why your home care business absolutely needs local SEO.

1. Organic search is most often the largest source of website traffic

Local SEO aims to optimize your digital assets (your website, your Google Business Profile, etc.) for the specific towns and cities where you provide home care services. The goal is to make it so people can find you quickly and easily, putting them one step closer to working with you. In other words, if you want people to call you or fill out a contact form on your website, they must first know you exist.

When a potential customer is looking for information, they will turn to a search engine. Just think of the last time you wanted to buy a pair of shoes, try a new restaurant, or find out what other tv show that guy was in - it is very likely you visited Google. Home care clients are no different. When a daughter is searching for options to take care of her elderly mother, she will at some point turn to Google.

There is a reason Google is the most visited website in the world. And it should come as no surprise that searches for “home care near me” or “senior home care in [your city]” are performed thousands of times each month on search engines.

Your goal should be to have your home care agency featured prominently at the top of those search results pages. That’s the location you want!

2. Local SEO is relatively inexpensive

Sure, it costs money, and it takes time. But what valuable things in life come easily?

SEO is relatively inexpensive but very cost-effective in the grand plan of growing your home care agency. The rewards will be substantial regarding your reputation, brand recognition, and ongoing success.

We tell our Home Care Marketing Pros clients not to think of it simply as a marketing expense; but rather as an investment in your reputation as the leading home care provider in your area. Exceptional local SEO implementation will pay dividends for years to come!

Unlike paid advertising - or Pay Per Click advertising - which can be fast but is temporary (if you stop paying for ads your visibility disappears), SEO is durable. All of your SEO and the content you develop will be there forever because you own it and it’s yours to keep.

3. If you’re not on page one, you’re invisible

SEO is becoming even more important as “zero-click” search engine results show the desired results directly at the top of a Google page. That means the searcher’s intent is satisfied without clicking any actual links. In other words, they can learn who you are, where you are, see your customer reviews, and then call or send you a message without ever leaving Google…zero clicks!

When someone searches for local home care information, the search engine will display local businesses relevant to their location. A local search result combines two main parts for a home care business (two opportunities for you!): 1) Organic Search Results — your website; and 2) the Local Pack — Your Google Business Profile (GBP).

It’s no secret in the SEO world that you're basically invisible if you’re not on Page 1. I like to say not showing up on page 1 is similar to getting a beautiful brochure designed, then hiking out in the woods and burying it in a hole. No one will ever see that fancy brochure you made because they won’t even know it exists. The same thing happens online with your website. If you are not showing up prominently in search results, no one will know you exist. The best website in the world isn’t worth anything if you are the only one that sees it.

While planning your marketing strategy, remember that even though you may not look at your website daily, thousands of people could visit it each month. Remember that your online location matters if you want a consistent and reliable flow of new clients and caregivers.

For more tips on optimizing your website and digital marketing for search engines, see the article 7 SEO Tips for Growing Your Home Care Business and visit our Home Care SEO series of articles here.

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