With an increasing number of seniors becoming active online, it’s more important than ever to develop an internet marketing strategy for your senior living center’s website. However, it’s not always easy to know where to start or what really works for your target audience.

The good news is that there are several actionable ways you can improve Search Engine Optimization (SEO) for your senior living website. Simple techniques such as using the right keywords, Pay-Per-Click (PPC) advertising, and claiming your Google My Business profile can go a long way towards reaching your target market. 

In this article, we’ll discuss the importance of SEO for your senior living website. Then we’ll provide some tips for improving it. Let’s get to work!

Why SEO Matters on Your Senior Living Website

SEO is the process of improving your website and its content to rank highly in search results. The more relevant your content is to search terms your audience uses, the more likely people are to find your site.

In other words, SEO is a way to increase organic traffic, and ultimately leads. More seniors are using the internet – and therefore search engines – every year. This makes it vital that your website is easy to find. If it isn’t optimized, your target audience is more likely to see a competitor’s site in their search results instead. They may not even realize that your business exists.

On top of that, the children of seniors are often involved in helping their parents find the services they need. These adult children can be quite web-savvy, and are likely to use search engines to look for senior living facilities. A higher ranking will make it more likely that they’ll visit your website.

4 Ways to Boost SEO on Your Senior Living Website

To help you get started, we’ve put together some actionable ways you can improve your rankings in search results and drive more traffic to your senior living website. Let’s start from the top.

1. Use the Right Keywords

Ranking for popular keywords associated with your industry is key to acquiring organic traffic. The higher your content appears on the Search Engine Results Page (SERP) for a given term, the more likely users are to click through to your site. 

To improve your rankings, you’ll want to start by identifying the best keywords for your website. Think about the needs and desires of your audience, and phrases they’re likely to type into a search engine, such as “independent senior community in California”. 

You can then analyze these terms using a keyword research platform. Google Keyword Planner is a popular option:

using keyword research can help increase your SEO

It can show you lists of alternative keywords, the average number of monthly searches for each one, and their level of competition. This may help you choose a more effective search term to optimize for.

You can then incorporate the best keywords into your landing pages and blog posts, to indicate to search engines that your site is relevant to those terms. However, this should be done as naturally as possible to avoid keyword stuffing and other pitfalls

2. Develop a Content Strategy

Once you’ve decided on some strong keywords, you can take a look at your content strategy. By providing valuable information on your website, you can build authority in your industry and boost your site’s overall rankings.

Just as with keywords, when it comes to your posts and pages it may help to consider the challenges your audience is facing and how you can help them. The more your content connects with seniors, the more your website’s SEO rankings may climb. 

An effective way to create a steady stream of content is to feature a blog on your website:

create a blog for your website to add more content

Articles on common issues seniors face, full of actionable advice and solutions, provide value to your audience and draw visitors in. For instance, you could write a post about back pain and ways to treat it without prescription drugs. 

This could help you rank for a keyword such as “alternative back pain solutions”. You’ll then attract visitors to your site who may not be looking specifically for senior care now, but could still become valuable leads down the line. 

3. Drive Traffic with PPC Advertising

PPC advertising is a marketing strategy that involves placing ads on sites such as Facebook or even Google SERPs:

drive traffic to your senior living site using paid search

The results above with “Ad” next to them are all part of PPC campaigns. This technique is a popular way to drive traffic to your website. You simply pay the sites hosting your ads a small sum every time a user clicks through to your content (hence the name). 

Each ad can be set to target specific keywords, such as the ones you found during your research. However, if you find PPC advertising intimidating, you can always hire experts to help you create a highly-optimized campaign. 

4. Claim Your Google My Business Listing

The last tool we’ll mention for boosting SEO is Google My Business. With this platform, you have an effective way to manage your facility’s online presence:

using GMB for your senior living website

Google My Business enables you to claim your business’ listing in Google, and create a helpful profile that shows up in search results. It will display details such as your hours of operation, location, client reviews, contact information, and more.

In this way, you can improve your overall search engine rankings and your local SEO. Google shows business profiles based on location in both SERPs and Google Maps, which is especially useful for connecting with local seniors who want to stay in the area. 


As more seniors start using the internet to search for services and assisted living communities, it becomes increasingly important to have an effective online presence. A well-designed website is a solid place to start, but it’s also important to improve your SEO to generate more leads.

In this piece, we’ve discussed some techniques you can use to boost SEO for your senior living website:

  1. Use the right keywords.
  2. Develop a content strategy.
  3. Drive traffic with PPC advertising.
  4. Claim your Google My Business listing. 

Do you have any questions about improving SEO for your senior living website? Feel free to contact us today or get a free quote