Local search as part of an online marketing strategy is important for any business, but especially non-medical home care agencies. If you own this type of business, you can’t ignore the critical nature of having a strong local search, appearing at the top for your type of company. If you appear in the first three listings or so, you’ll pop up right in users’ line of sight before anyone else. That kind of exposure is critical. Don’t think so? Consider this: 70 percent of online searchers use local search to find offline businesses. Be there when families and seniors need you.
As a non-medical home care agency, you offer a variety of services for seniors in their own homes that do not involve medical care. Such services range from bathing and dressing to laundry and meal preparation. You don’t want to be confused with agencies that offer medical care. Being clear and consistent in your approach will ensure you get the results you want.
You want to optimize your online presence, to be sure, and you operate locally; however, as a home care agency, you likely have one home base location but visit several different communities for care. You want to be sure you’re appearing for non-medical home care in all the cities and towns in which you operate.
Let’s take a look at how you can dominate local search for your non-medical home care agency.
Use Google My Business to Increase Your Agency’s Search Visibility
With such a large number of Google Ads and review sites (think Yelp and Healthgrades) flooding the Internet these days, it’s naturally getting more difficult for local businesses to rank higher in local search. Google has something called Local Pack, which features businesses and pushes organic web listings lower down on the SERP.
Local Pack is where you want to be. If you show up in the first three positions, when someone clicks on your business, they’ll be directed to Google Maps which will display basic business information (courtesy of GMB) without having to go to your website.
Registering your non-medical home care agency with Google My Business is a key first step if you haven’t already done it. This allows local businesses such as yours to appear in local search results for search terms. However, your GMB listing MUST be correct and consistent across all platforms, with all information being presented the same and spelled the same, including the agency name, address, website, and phone number.
Add your non-medical home care agency to all local directories to collect additional business citations. It will get you the necessary exposure you need as a local business IF you’re optimized enough that you are showing up in Google’s local three-pack, points out Search Engine Land.
Respond to Reviews
It’s no secret that reviews have a big impact on consumer decisions, not just on purchases but on intrinsic value services such as home care. Consider that 97% of people search online for local businesses first before making a move, with reviews affecting decisions in 93 percent of consumers. Makes no difference whether they’re searching for the best pizza joint in town or a reputable home care team for their aging parent.
You will accumulate a lot of reviews as a home care agency. While you can’t respond to each and every review, you should acknowledge and thank reviewers, as well as answer their direct questions. This shows you value your patients and clients and truly appreciate their feedback. Plus, it builds social engagement. If you get a one-off negative review, don’t ignore it. Tackle it head-on, own up to the mistake, offer to make it right, and reach out to the reviewer personally. You can’t afford one misstep in your industry. So much of what you do is built on reputation and a commitment to care.
Invest in Content
Your readers want to know you’re the best in your field. How can you show them that you are? Invest in content – well written, quality, relevant and timely content. Whether you want to update them on coronavirus precautions you’re taking, or the latest therapy you’re offering, this is the best way to show readers you are the best at what you do.
Every blog post you compose is a new indexed page for your site, and it’s essentially a new page that allows you to target a geographic search phrase. Best of all, it’s a new opportunity to be seen in the SERPs (search engine results pages). If you are stumped as to which geo-targeted content you should add, pull from customer success stories or case studies.
You could also write about complementary local services. As a non-medical home care agency, you are likely partnering with area businesses to help run your business and vice versa. Highlight businesses in the community, such as local scrubs boutiques, laundromats, medical device suppliers, and even Meals on Wheels.
This gives you loads of helpful content opportunities within your geographic area, pulling double duty as a way to foster goodwill with your neighboring local businesses.
Dominating local search for your non-medical home care agency doesn’t happen overnight. Let us help propel you to new heights. Get in touch with A Servant’s Heart Web Design and Marketing today at (760) 227-2720.
