- Online Marketing
- SEO – Search Engine Optimization
- Specific Online Marketing and SEO Topics
Online marketing for your business includes a wide variety of actions that have one ultimate purpose: generating more calls for new service.
- Email newsletters
- Social media
- Content creation
- Authority building
SEO – Search Engine Optimization
SEO – Search Engine Optimization – has one primary goal: helping Google decide that your business website should be listed before others when prospective customers search Google for search terms that are relevant to your business and the goods and services that it offers. That’s desirable because users tend to click only on the first two to five listings in the search engine results pages (“SERPs”). There are a variety of types of SEO to understand and implement.
- On-site vs. On-site SEO
- Organic vs. Local SEO
- Forensic SEO
1. On-site SEO vs. Off-site SEO
“On-site SEO” refers to everything that you do in designing and building the pages on your website in order to get Google to rank your website more highly in the SERPs.
- Well-written, relevant and meaningful content including:
- “Pages” that describe the company, what it offers to customers, how people can apply to work there, and other “static” information that changes only occasionally.
- “Posts”, most often referred to as “blog posts”, which are articles published on a regular basis with relevant, interesting and helpful information.
- Invisible notations called “markup” on every page and post. The markup contains information that Google uses to understand the content fully, for the sake of correctly assessing when that page or post will be a helpful answer to a search request.
- Google uses this markup for search indexing, which is what Google does when it is deciding how to categorize, store and retrieve information about the page or post.
- Photos and other images that are helpful and useful and which have appropriate markup for search indexing.
- Videos and other rich content that contain appropriate markup for search indexing.
- Offers of further information and help such as newsletter subscription forms.
“Off-site SEO” refers to everything that you do or ask others to do in places other than your own website in order to get Google to rank your website more highly in the SERPs.
Google will “notice” or “see” these actions in other places; it uses them as “signals” that indicate greater or lesser levels of authority and trust for your website and your business.
- Articles that you write and have posted on other relevant, authoritative websites.
- Social media activity and engagement on behalf of yourself and your company.
- Links that others place on their websites, pointing to yours.
- Articles that mention your company online, written by others.
- Selected web directory sites – but not all of them.
- Online reviews about your company, posted by clients, their families, and others.
2. Organic SEO vs. Local SEO
“Organic SEO” is any type of SEO that is done to cause a website or web page to rank ahead of others in SERPs regardless of whether they are in response to searches with geographic intent.
“Local SEO” is a special type of SEO, designed to cause the website or web page to rank well for searches with geographic intent. Here are some examples of searches with geographic intent:
- “Home care agencies near my location”
- “Eldercare companies in Omaha NE”
- “Miami geriatric care managers”
Searches with geographic intent are primarily ones that seek goods or services at or near a specific geographic location. If you think about this, it becomes obvious that most searches for providers of services for the elderly and their families are searches with local intent.
The goals of local SEO are
- To ensure that Google knows about your company’s location
- To ensure that the location’s name, address and phone (“NAP”) information is accurate and consistent across the 50 or more local directory service sites around the world. NAP consistency matters because Google views NAP consistency as a signal that the company represented by the website is more stable, reliable and more likely to have those attributes in the way that it does business.
- To ensure that Google knows about the geographic area that your company serves
- To collect legitimate customer review information about your business to present to searchers as information that helps them choose which company to click on, based on what others have said about your business.
Relevant local SEO direcctory sites include these:
- Google My Business – location information, company information and customer reviews
- Yelp – location information, company information and customer reviews
- Facebook – location information, company information and customer reviews
- Caring.com – location information, company information and customer reviews
- Assisted-Living-Directory.com – location information, company information and customer reviewsSites that are industry-specific to those who serve the elderly and their families including the ones shown below. Note, however, that these have decreasing significance as the public becomes increasingly aware that these are “pay to play” advertising sites and that they are not unbiased.
3. Forensic SEO
Forensic SEO is another special type of SEO. Forensic SEO refers to the investigation, assessment and mitigation of website performance and SEO problems caused by third parties or by prior SEO practices that used to be permitted by Google but which now result in Google penalties.
Examples of forensic SEO activities include these:
- Google Manual Penalty Response
- Negative SEO attacks investigation
Specific Online Marketing and SEO Topics
- 3 Reasons Why DIY Home Care SEO Costs More in the Long Run
- 3 Reasons Why Your Home Care Agency Doesn’t Show in Search Results
- 5 Reasons Why Online Reviews Matter More Than Ever for SEO
- Are You RENTING Your Elder Care Website?
- Building Your Home Care SEO Strategy With Follow Links
- Choosing Keywords for Home Care Websites
- Elder Care SEO: How to Sabotage Your Bounce Rate in Four Easy Steps
- Email Marketing: Pros and Cons
- Five Most Important Schema Markup Tips for Home Care Agency SEO
- Five Simple Ways To Make Your Landing Page Better Today
- Four Tips for Writing a Newsletter People Want to Read
- Home Care Email Newsletters: Why Use Them, What To Include, How Often to Send Them
- Home Care Lead Diversion Directories – A Growing Problem
- Home Care Local SEO: How Proximity Affects Search Results
- Home Care Local SEO: Service Area Businesses vs. Virtual Offices
- Home Care Marketing on Facebook
- Home Care Marketing on Facebook: Pros and Cons
- Home Care Paid Advertising on Facebook
- Home Care SEO – Guard Against “Opening Date” Negative SEO
- Home Care SEO – New Google My Business Features and Why They Matter to SEO
- Home Care SEO and the 2017 Moz Local Search Ranking Factors Report
- Home Care SEO and the New Facebook Recommendations System
- Home Care SEO and the New Google My Business Q&A
- Home Care SEO: How Often Should You Publish New Content?
- Home Care SEO: Top 5 Changes Coming in 2018
- Home Care SEO: What is Google “Map Spam” and How to Combat It
- Home Care SEO: When SHOULD You Accept A Guest Post Offer?
- Home Care SEO: Why You Need the New Google My Business Messaging Feature
- Home Care SEO: Your Google My Business Listing is More important Than Your Website
- Home Care Voice Search Optimization: Alexa Echo Show 2 vs. Google Home Hub
- Home Care Websites and SSL: Add SSL To Your Home Care Website NOW
- Homecare SEO – Citations: Why They Matter in Local SEO
- Homecare SEO: Google Makes Local SEO Harder
- How Duplicate Content Affects Your Site’s SEO Ranking
- How to Dominate Local Search Results For Non-Medical Home Care Agencies
- How to Incorporate Media Coverage Into Your Home Care Business Website
- How to Revitalize Your Content Marketing Strategy
- How to Save Money and Boost Conversions with A/B Testing
- How to Select an SEO Agency For Your Business
- How To Win At Online Marketing
- In the Age of Facebook, Yelp and Others, Why Your Website is Still One of Your Two Most Important Options (Along With Your Google My Business Profile)
- Lead Generation: What is it and How Does it Help You?
- Lead Generation: What Types of Lead Generation Services are Available?
- Local SEO for Home Care: “Near Me” Searches
- Mobile SEO: Driving More Traffic to Your Home Care Site
- Online Reviews – Fake Reviews Created By Artificial Intelligence
- Online Reviews: What They Are and Why They Matter
- Practical Details to Optimize Your Google My Business Listing: Continued Optimization
- Practical Details to Optimize Your Google My Business Listing: Initial Setup
- Quality Home Care Content: The Fuel in Your Marketing Machine
- SEO Building Blocks
- SEO Building Blocks Defined
- SEO Service Packages
- SEO Service Packages
- SEO: How to Rank in Cities Where You Don’t Have an Office
- SEO: Using the New Google My Business Service Descriptions
- Should You Accept “Guest Posts”? 3 Steps For Home Care SEO
- The Home Care Marketing Problem With 1-800-HomeCare
- The Importance of Author Authority in SEO
- The Problem With No Follow Links for Your Home Care SEO
- The SEO Problem With Elder Care Online Directories
- What Do You Need to Dominate Local Search Results for Residential Care Facilities?
- What is Hyper-Local Marketing?
- What You Need to Know About the Changes to Yelp’s Algorithm
- When Hate Groups Attack On Facebook – 5 Home Care SEO Steps
- When to Use SAB (Service Area Business) Settings in Google My Business
- Where (Besides Google) Should You Seek Favorable Reviews For Your Residential Care Facility?
- Writing Effective Newsletters for Home Care Websites