The home-care services industry is set to grow by leaps and bounds. Statistics indicate that there will be a greatly increased need for home-care services within the next 30 years. In fact, it’s predicted that we’ll see a steep rise in the older population in the United States between 2010 and 2050. Projections indicate that around 86 million people living in the United States will be 65 or older by 2050 — more than double 2010’s over-65 population of 40.8 million. 

The question that you should be asking yourself is: “Is my home-care business targeting the senior population in the right way?”

For home-care agencies, trust is the central theme that runs through every fiber of the business. A trusting relationship between two parties begins with your first interaction. Your clients receive their first impression of your company after viewing your website. With every subsequent connection, your online presence should accurately reflect the services that your home-care business provides.

As you build your online presence, it’s vital that you consider the fact that your clients depend on you to take care of their most personal needs. They’re looking for assurance that they can trust you to fulfill their needs in a variety of ways.

Because home-care assistance is an around-the-clock service, accessibility is one of the primary components of your business. This should be reflected in your online presence.

When you consider the essential qualities that potential clients are looking for in a home-care provider, such as reliability and trustworthiness, it’s important to take an objective look at your website and social media accounts to see if those qualities project loudly and clearly.

The following search engine optimization (SEO) tips can help strengthen your home-care business’s online presence, lead clients to your business, gain credibility and grow your business.

Create your personas.


I’ve found that it’s advantageous to create my personas before I begin mapping out keywords and strategies. The personas for this industry include:

• Seniors.

• Adult children who most often make decisions with or for seniors.

• Referral sources, such as social workers, doctors, and staff from hospitals, rehabilitation facilities, assisted living centers, etc.

The sales team is a valuable resource for getting information about previous clients, family members and other referral sources to help create personas.

Use the right keywords.

Don’t skimp on the time that you invest in doing keyword research. If you were looking for home-care services, what word or words would you be inclined to type into the search box? A potential client would most likely use phrases like “best in-home care” or “best home-care service.”

Once you identify the most common search terms, insert them into your content in the most natural way possible.

Optimize page-by-page SEO.

Do a page-by-page check to ensure that your keywords are optimized, but not overused. Google will reward you with a higher ranking when you strategically place keywords in your:

• URLs.

• Title tags.

• Body content.

• Image alt text.

• Meta descriptions.

Consider your website speed.

SEO optimization brings clients to your site, but if you can’t hold them there, it’s a wasted effort. Pages that take too long to load are a huge turnoff. Slow-loading sites can make 30 seconds seem like a lifetime. I like to use Google’s PageSpeed tools to check my sites. I make changes to pages that take over five seconds to load or aren’t user-friendly.

Grab users’ attention with a content strategy that’s shareworthy.

There are a lot of new things happening with home-care services today, especially with regard to technology. If you’re not up to date on the industry, your competitors will pass you by. Consider the following ways to inform:

• Videos.

• Interviews.

• Infographics.

• Guides.

• Podcasts.

• Case studies.

Bear in mind that new content will generate new questions. As I change content, I like to stay in the loop with the sales team to learn what new questions potential clients are asking so I can tweak my content marketing plan even further. I always recommend creating content in different formats, such as blogs, infographics and videos, so you can repurpose it as opportunities arise.

Beat the competition with a robust backlink strategy.

Backlinks heavily influence SEO. I like to put them to work by researching the backlink profiles of at least three competitors. From there, I can create a formula to get links from similar websites.

Use internal links as navigation tools.

Google seeks out your internal links to help it find, index and understand your content. Use them strategically to increase the ranking of your most important pages.

Feature positive reviews.

Under the home-care consumer lens, the statements of past clients speak volumes. Manage your reputation and incite trust by highlighting positive testimonials and answering negative comments.

Local SEO strategies bring traffic to your branches.

Even if your local branches don’t offer on-site services, local SEO optimization will increase those local calls and boost your SEO overall. Dedicate a separate page for every location on your website, and set up individual Google My Business pages for each.

Boost pillar pages with a topic cluster strategy.

Create pillar pages, and add an attractive offer, such as an e-book, as a means for collecting contact information. I’ve found it’s the best way to generate organic leads.

Let’s wrap it up.

The demand for home-care services is increasing. A good SEO strategy will help potential clients find your business within seconds, at any time, using a mobile or desktop device. As the home-care industry evolves, so should your SEO strategy. Consider that a high Google ranking is much like a full-page ad in the old yellow pages.