Older adults are one of the most vulnerable populations when it comes to viruses and other illnesses. Concern over the risks associated with COVID-19 is sparking different questions than what seniors and their families have typically asked online in connection with senior care services in the past. To be competitive in the senior care industry, you have to change your keywords and marketing strategies.
SEMrush partnered with us to a more concentrated look at searches for senior care services in the top states that are home to the most people over 65.
Changes in the Most Frequent Questions about Senior Care in the US
Data on senior care provided by Semrush tells us about changes in the keyword phrases consumers have been using since news of the pandemic surfaced.
These phrases increased by the following percentages:
- What is hospice care at home 193.13%
- How much does private home care cost 122.97%
- What is a nursing home 88.74%
These phrases decreased by the following percentages:
- How to start a senior living facility -59.09%
- How to pay for a nursing home -45.93%
- How much does Medicaid pay for nursing home care -36.61%
Changes in the Most Frequent Questions About Senior Care for 10 States with Oldest Population
Before we get started, let’s talk about how to define the oldest population. The average retirement age is typically classified as individuals who are age 65 or older. The most recent U.S. Census Bureau’s latest American Community Survey gives us information about the top 10 most popular states for elderly people.
We’ve taken that information, along with data taken from Semrush to give you an overview of keyword phrases that have increased and decreased in the top 10 states for senior residents. Semrush conducted a review of data collected from the “People also ask” box during the time frames before the pandemic became known and after it became global news.
Here’s what they found:
Maine
When we think of retirees and senior citizens, we imagine them flocking to warmer climates in droves. Surprisingly, people in their golden years are drawn to this northeastern state where they can enjoy art enrichment, great food, and opportunities for outdoor recreation. About 20.5% of Maine’s population accounts for senior residents.
In Maine, here are the keyword phrases that increased and decreased due to the impact of COVID-19:
Increased:
- How to open a home care agency 200.00%
- How many seniors live in assisted living facilities 200.00%
- Does Medicare cover nursing home care 80.00%
Decreased:
- Who qualifies for home health care services -57.14%
- What can a nursing home take for payment -50.00%
- Does Medicaid cover nursing home -50.00%
Florida
It comes as no surprise that 20.5% of Florida’s population is over the age of 65. In fact, nearly one in 10 residents are age 75 or over. With sunny weather, lots of places to walk, and the absence of estate and inheritance taxes, Florida is an attractive option for rest and relaxation.
In Florida, here are the keyword phrases that increased and decreased due to the impact of COVID-19:
Increased:
- What is hospice care at home 304.35%
- Does medicare cover senior living facilities 300.00%
- How much does private home care cost 151.85%
Decreased:
- How to become a Medicare certified home healthcare agency -100.00%
- How to pay for nursing home -59.43%
- How to qualify for home health care -34.48%
West Virginia
This state lies just below Maine and Florida as one of the most popular states for elderly people. About 20% of the population in West Virginia is over the age of 65. Like Florida, West Virginia doesn’t charge for estate or inheritance taxes, and the cost of living makes West Virginia living affordable.
In West Virginia, here are the keyword phrases that increased and decreased due to the impact of COVID-19:
Increased:
- What is hospice home care 200.00%
- What is the difference between assisted living and nursing home 60.00%
- How much does medicaid pay for nursing home 50.00%
Decreased:
- How to choose a home care agency -100.00%
- How to generate leads for senior living facilities -50.00%
- How much does home health care cost -42.86%
Vermont
Moving down the line, about 19.8% of the state’s population has reached the age of 65. While the cost of living is a bit higher than in other parts of the nation, beautiful scenery and small-town living are a big draw for many seniors.
In Vermont, here are the keyword phrases that increased and decreased due to the impact of COVID-19:
Increased:
- How much is a nursing home 200.00%
- How to get a license for home health care business 200.00%
- What is assisted living vs nursing homes 150.00%
Decreased:
- Does Medicare cover caregiver services -100.00%
- Can a resident leave a nursing home -80.00%
- How to protect your assets from nursing homes -50.00%
Montana
About 18.8% of Montana’s population is age 65 or over. Seniors flock there for the majestic beauty of the mountains and the peaceful oceans and lakes. Montana has many retirement-friendly communities, and the taxes and cost of living are just as friendly.
In Montana, here are the keyword phrases that increased and decreased due to the impact of COVID-19:
Increased:
- Who pays for nursing home care 200.00%
- How long does Medicare pay for home health care 133.33%
- Can a nursing home take your house 100.00%
Decreased:
- How much do senior living facilities cost -100.00%
- How much do home health nurses make -66.67%
- Can you check yourself out of a nursing home -50.00%
Delaware
Another state with mild weather and low taxes that people over the age of 65 enjoy is Delaware. About 18.7% of Delaware’s population is in the senior range. Delaware offers retirement communities and the tax advantages are easy on the budget.
In Delaware, here are the keyword phrases that increased and decreased due to the impact of COVID-19:
Increased:
- Can a nursing home ban visitors 200.00%
- How much does in-home care cost 100.00%
- Who pays for hospice care at home 50.00%
Decreased:
- Who pays for caregiver services -100.00%
- Can a resident leave a nursing home -66.67%
- Who qualifies for home health care services -37.50%
Hawaii
About 18.4% of the Aloha State population is occupied by people over the age of 65. Sunny skies and sandy beaches are a huge attraction for older people looking to take life a little easier.
In Hawaii, here are the keyword phrases that increased and decreased due to the impact of COVID-19:
Increased:
- Does Medicare cover caregiver services 200.00%
- How to protect assets if spouse goes into nursing home 200.00%
- How much does home health care cost 100.00%
Decreased:
- How much do senior living facilities cost -100.00%
- Who pays for nursing home care -66.67%
- How to start a nursing home -42.86%
Pennsylvania
About 18.2% of Pennsylvania’s population is over the age of 65. It’s one of the few states that doesn’t tax retirement income, so it makes for a senior-friendly living environment.
In Pennsylvania, here are the keyword phrases that increased and decreased due to the impact of COVID-19:
Increased:
- What is senior living facilities 300.00%
- What is hospice care at home 247.62%
- How to grow a home care agency 200.00%
Decreased:
- How to open a senior living facility -100.00%
- How to start a caregiving service -60.00%
- Who qualifies for home health care services -46.15%
New Hampshire
The long winters and heavy snowfall don’t keep large numbers of seniors from living in the beautiful state of New Hampshire. About 18.1% of New Hampshire’s citizens are over the age of 65. Excellent healthcare and low taxes make New Hampshire a great place for seniors to call home.
In New Hampshire, here are the keyword phrases that increased and decreased due to the impact of COVID-19:
Increased:
- How to start a nursing home 300.00%
- What is hospice home care 100.00%
- Does Medicaid pay for nursing home 50.00%
Decreased:
- How to generate leads for senior living facilities -75.00%
- How to start a home care agency -66.67%
- Can a resident leave a nursing home -50.00%
South Carolina
South Carolina has an abundance of golf courses, sandy beaches, and history. These things were big draws for the 17.7% of South Carolina’s population that’s over the age of 65.
In South Carolina, here are the keyword phrases that increased and decreased due to the impact of COVID-19:
Increased:
- What is hospice care at home 144.44%
- Does Medicare pay for caregiver services 100.00%
- Who pays for hospice care at home 55.56%
Decreased:
- How much do senior living facilities cost -100.00%
- What is a senior living facility -66.67%
- How to start a caregiving service -50.00%
Conclusion
To wrap things up, it’s obvious the people are looking for ways to keep seniors safe at home. The latest search results demonstrate that people are concerned about the costs associated with senior care and the relative safety of nursing homes and assisted living facilities.
SEO for senior care services will continue to evolve as the world finds a new equilibrium. If you need help navigating these changing waters, SeniorCareClicks is here to help. Call us for a quote today at 954-401-9058.
Karina has spent most of her career working in the senior care industry, mostly as a digital marketing manager for home care and nursing home facilities. With 8+ years of hands-on experience in digital marketing to her credit, Karina also worked as a consultant for senior care businesses. As someone who cares deeply for seniors and has expert skills in digital marketing, Karina founded SeniorCareClicks to fulfill her passion for her permanent career.
Karina and SeniorCareClicks have been featured in Home Health Care News, HomeCare Magazine, Forbes, The Nursing Home Podcast, and other media. Karina is “the premier expert in senior care marketing”!
