SEO 2014: Tips for Optimizing Your Community’s Online Success!

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Nov 12, 2014 | Social Media & Online

By now you’ve probably heard the SEO-related saying, “If you’re not on Page One, you don’t exist!” While the statement seems rather harsh, it is supported by independent web search analysis findings. In today’s culture of instant gratification and busy people on the run, most web shoppers simply don’t take the time to look beyond the first page of their web search.

Today, the Internet is the clear and undisputed “option of choice” for the mature market and their adult children when seeking senior living information and options. Therefore, your community should be paying close attention and following the current ground rules for optimizing your online activities and, in turn, your brand’s success.

The Search Optimization Game has Changed. Have You?

Multiple Web Health Award winner, Alex Boyce, SageAge Strategies’ Director of Technology and Online Marketing, says, “Search engines such as Google are constantly evolving in order to optimize the search rankings of organizations that provide real value and benefit to their customers. They reward those that offer relevant content which provides tangible solutions to their customers’ problems, answers their questions and meets their needs. Conversely, the latest algorithms also penalize organizations that attempt to achieve higher search rankings by “gaming the system,” such as inundating their website content and online information with ‘keywords’ (i.e. keyword spamming) without really providing any real value to the reader.”

“Last year’s launch of ‘Hummingbird’ by Google was a true ‘game changer’ in the SEO world. In addition to placing greater weight on value-driven ‘relevant content,’ Hummingbird also placed significantly higher value on the use of social media such as Facebook, Twitter and blogs.”                 

Useful Tips for Optimizing Your Search Rankings

The article, “The Top Google Search Rank Factors for 2014” echoes Mr. Boyce’s advice and supports the importance of following specific best practices to optimize your community’s web presence and provide the best platform for filling your sales funnel with legitimate prospects. Based on the findings of a recent web search report by Searchmetrics, senior living providers must include high-quality content on pages rather than simply relying on traditional SEO tactics such as “keywords” to achieve good rankings in Google organic search results. Today, information that scores well in search results tends to have certain key characteristics in common. For example:

  • Relevant Content – The appearance of relevant words – not just keyword search terms – and quality content are most closely correlated with high search rank results today.

  • Social Media – The use of social media channels such as Facebook, Twitter, Google+, Instagram and Pinterest to share key content such as blogs now have a much greater impact on your search rankings.

  • Backlinks – Links from another website to your site (e.g. http://www.aplaceformom.com/) are also highly correlated with improved search rankings.

  • Page Depth – Larger word counts are now viewed as indicators of quality content and are more highly correlated with positive rankings than they were prior to Google’s Hummingbird algorithm update a year ago.

  • Keywords – Keywords still help search rankings when used in titles, headers and descriptions. They are also useful in page body text to help explain the subject matter. But again, the overuse of keywords in your content will result in a lower ranking.

  • Visuals – The use of relevant images and videos as part of your content can also enhance search rank.

Social Media Takes Flight

Adrienne Mansfield Straub, SageAge’s Director of Client Services, Traditional & Online Media, adds, “If you’re not utilizing social media today, you are overlooking a valuable growth tool. Not only does it improve your rank and visibility in web searches, but it also provides a more personalized source of engagement and interaction with your prospects and customers. Social media puts a human face on your communications that connects with people and serves to increase your leads and referrals while also helping to retain current residents.”

“Today, many of our client-partners are using social media platforms and strategies very successfully to improve their marketing and sales performance. Senior living is still about people, families and relationships, and social media – done well – has proven highly effective in building familiarity, trust and confidence in senior living communities nationwide.”

By following these best practices for SEO “2014 style,” you can boost your visibility and your brand credibility while significantly increasing your chances of appearing on “Page One” and achieving your growth goals.

Expert Website, Online Marketing and Social Media Help is Available

If you are a senior living community considering the need for assistance in increasing your search rank and sales through the latest in online best practices, technologies and integrated social media strategies, we encourage you to contact us for more information. SageAge Strategies is an award-winning strategic growth and marketing organization that operates exclusively in the senior living industry and was recently named one of Inc. Magazine’s Fastest-Growing Companies in America. For more information, please call or e-mail Adrienne Mansfield Straub at 570-601-1720 ext. 202 / adrienne@sageagestrategies.com. You can also visit us on our website at https://www.sageage.com/.

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