Whether you’re just starting your agency as a franchisee or well on your way as an independent home care agency owner, this article will walk you through helpful steps to improve your SEO (search engine optimization) ranking.
When you’re setting up an on-page SEO strategy, it can be hard to know where to start. With these tips and tricks in mind, your page will leap out of the second page onto the first.
Home Care Franchise SEO
Generally, home care franchises have a corporate team dedicated to SEO, using one overarching strategy across the United States and all other locations. The challenge that this creates is it makes it harder for home care franchises to outrank smaller, independent home care agencies who have complete autonomy over their SEO strategy and local market.
If your corporate digital marketing representative has a wealth of knowledge regarding SEO this will boost your rankings, however, SEO knowledge varies widely.
It’s important for corporate digital marketers to communicate what they are doing and how they are helping your local listings rank higher in Google among other search engines like Duck Duck Go, and Bing.
If you are a home care franchise owner looking at your listings and seeing that there are several competitors ranking above you, start a conversation with your corporate representative to see what measures can be taken to improve your rankings. SEO changes occur daily and it can be difficult to find an immediate solution to each issue.
Managing the SEO progress and analytics for many locations can be tricky and frustrating, but by approaching it at an individual level you can learn what your representative is doing to help you while getting educated on what you can do to improve your rankings.
If you are trying to implement an SEO strategy for your home care agency, make sure to involve local SEO. This means using location and geography-specific terms that will attract an audience in your area.
For example, this could mean incorporating some of the following search terms:
- “Home care in Boston”
- “Home care near Boston”
- “Boston home care”
When your prospective clients and their families are looking for a home care agency, they want to know that you service their area. By incorporating search terms that include relevant towns and cities, you can make sure that they call you.
In addition, make sure that you have a location page or a designated place(s) to list each town and city that is within your service area.
Naming your differentiators (DIY SEO)
When you are listing your differentiators to prospective family members of clients, make sure to direct them to your website to learn more information. This tactic will help you create a do-it-yourself SEO strategy for your digital marketing.
What’s important is defining what you do differently. Everyone offers light housekeeping, medication reminders, and companionship. What you need to do is take advantage of keywords with low difficulty and a high search volume. Adapt these terms and phrases into naming your differentiators.
For example, if dementia programs are a frequently asked about topic in your area, use the following terms as your differentiators for on page SEO:
- “Memory Cares Caregiver Training”
- “Caring for Dementia Program”
When you explain these programs to families, use the same verbiage in your marketing collateral, your brochures, your videos and advertisements, and on social media. This way instead of targeting phrases that your competitors consistently rank for, you can carve out a niche for your home care agency to rank with, using your customized programming and differentiators.
SEO is here to stay, but it doesn’t have to be a pain.
Best-selling author and blogger, Ryan Biddulph once said, “Good SEO is paying attention to all the details that most bloggers ignore.” In home care digital marketing, it’s not about doing what everyone else is doing. It’s all about what they’re not doing; and doing that well.
On its face, SEO can seem like a foreign language. Once you have seen the language translated, it’s much easier to work with.
One way that you can sort through the jargon is by doing a competitor analysis. What are the gaps that you notice in your competitors? What makes you different? Even as part of a franchise, what do you do differently than other franchisees? There’s your SEO strategy.
Want a hand in home care SEO?
We’ve got you covered. Our home care digital marketing experts study SEO and digital marketing day in and day out and can walk you through this journey in growing your agency. Schedule a 30-minute meeting with us here and we can go over what strategies are working for you now and how we can maximize your search traffic and rankings.