Marketing to Seniors,Search Engine Optimization

Local Listings Management for Senior Living

a senior man uses his smartphone

If you own or operate a business, you’re probably already aware how vital it is for potential customers to be able to find your business online. And they expect that information to be completely correct when they find it.   During these challenging times, the last thing any business needs is for their customers to get incorrect hours, phone numbers, driving directions, etc. For our senior living clients, we specialize in a robust Local Listing Management solution that includes verifying, optimizing, managing your Google Business Profile, Bing Places, and Apple Maps listings.

Google Business Profile (previously Google My Business) is a crucial part of any Local Search marketing solution. In 2020, a study showed that about 65% of users were involved in zero-click search.

What Is Zero Click Search and Why Is It Important?

Picture yourself searching on Google the keywords “senior living near me.” You anxiously await your search results and may get something that looks like this:

"Senior Living Near Me" search engine results page

Most users will get the information they need from what is known as the 3-Pack (aka Map Pack, Local Pack, etc.), as seen above. The majority won’t click into the listings below the 3 Pack  which are known as the organic listings, and go to another website. This is known as “zero-click search.” Therefore, it’s imperative that your Google Business Profile is not only verified, but is also fully optimized and being managed consistently for local search. Items such as phone number, hours of operation, address, and your business category must reflect the proper information.

How to Optimize a Google Business Profile Listing

Below is an example of a verified, managed, and optimized Google Business Profile listing.  A few Google Business Profile tips include: 

  • Adding your website URL with UTM tracking (can be tracked in Google Search Console and/or Analytics)
  •  Correct address and phone number
  • A rich and concise business description 
  • Google Posts promoting events and/or your website blog
  • Hours of operation
  • Adding floor plans of the facility to the Products section

The more users interact with your listing, whether it’s clicking on Google Posts to read your latest blog post or clicking on driving directions, getting consistent and correct content to your potential customers is vital for ranking within Google.

The elements of a Google Business Profile post

Every year since 2013, Whitespark has issued a study of the Local Search Ranking Factors. In 2021, Google Business Profile accounted for 36% of the ranking factors in the Local Pack/Local Finder. Having a verified, optimized and managed Google Business Profile results in Google trusting your business as a reliable source.  Stats have shown that 64% of users have used the Google Business Profile for contact information. If your hours, address, phone number,or business category are incorrect, you could possibly lose a lot of business. Google also won’t consider your business to be trustworthy, and they may not rank you as high as they do your competitors.

2021 Local Pack/Finder Ranking Factors graph

Partner with Attane to Keep Your Listings Optimized

Contact us today to learn more about how Attane’s robust Local Listings Management services can increase your visibility in organic search.

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