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Make your website a lead generation machine for new senior living residents
- 1. Make Your Website a Lead-Generation Machine for New Residents EAGAN HEATH
- 2. Are Seniors Online? And what about their families?
- 3. ARE SENIORS ONLINE? http://www.pewinternet.org/2017/05/17/technology-use-among- seniors/ “67% of adults ages 65 and older say they go online”
- 5. ARE SENIORS SEARCHING ONLINE? • Search is the top online information-gathering resource for boomers and seniors https://www.thinkwithgoogle.com/consumer-insights/reaching- todays-boomers-and-seniors-online/
- 6. ARE SENIORS ON SOCIAL MEDIA? • Social networking sites are used by the majority of boomers/seniors daily with more than half following a group or organization on a social platform. • Facebook ranks #1 as the most used social network. https://www.thinkwithgoogle.com/consumer-insights/reaching- todays-boomers-and-seniors-online/
- 7. ARE SENIORS WATCHING VIDEOS ONLINE? • Over half of boomers and seniors watch online video • with YouTube reported as the preferred site with 82% of video watchers using it. https://www.thinkwithgoogle.com/consumer-insights/reaching- todays-boomers-and-seniors-online/
- 8. Preparing Your Website for More Visitors
- 13. Prepare to Measure Your Results
- 18. Google AdWords & Bing Ads Pay Per Click (PPC) Advertising
- 24. The Process • 1000 Impressions • 50 Clicks (for $10 cost per click) • 1 Conversion (or lead) • = $500 lead
- 25. https://www.statista.com/statistics/267161/market-share-of-search- engines-in-the-united-states/
- 27. Bing Ads • More than 1 in 5 searches in the US are on Bing • More commonly used among older people • Import Google Ads once you’re created them
- 28. What’s the difference between browsers and search engines? Safari, Bing, Internet Explorer, Yahoo
- 30. Search Engine Optimization (SEO) Organic results over time
- 32. Time to gather the data
- 34. The Process Measure Improve Measure
- 36. Paid SEO Tool Rank Tracking
- 37. Site Structure â–°Home page is most important for local businesses â–°Each location or service should probably have its own page â–°Any page you want to rank should be 1 click away from the home page â–°Each page should target a distinct phrase or set of related
- 38. MANY WEBSITES…
- 39. MANY WEBSITES…
- 40. TITLE & DESCRIPTION: BAD EXAMPLE
- 41. TITLE & DESCRIPTION: BETTER EXAMPLES
- 42. Clean URLs ▰Use real words, specifically keywords and hyphens ▰Exclude stop words (the, a, as) ▰Keep short ▰Don’t includes dates
- 43. Clean URLs â–°Use keywords â–°Keep short
- 44. Images â–°Rename before uploading â–°Use keywords and hyphens â–»Best-assisted-living-Madison-WI â–°Resize and compress before uploading (well under 1 MB)
- 45. Images ▰Describe images using alt attributes, and try to work in keywords ▻“Heritage Senior Living in Madison WI”
- 46. Images (WordPress Media Library)
- 47. Headers â–°Use keywords â–°Ask/answer questions â–°Make h1 tag the primary header â–°Break subsections up with h2, h3, etc.
- 48. Body Text ▰Use keywords and synonyms in the first sentence and paragraph ▰Don’t “stuff keywords” throughout the page ▰Write long content
- 51. Internal Link Anchor Text
- 52. Internal Link Anchor Text
- 53. “We do use internal links to better understand the context of content on your sites. John Mueller Google (2015) https://youtu.be/i_xnKznRNCc?t=45m5s
- 54. Business Listings Ensure your business info is accurate, complete & verified
- 57. Google My Business â–°Verify your listing â–°Upload keyword-optimized images â–°Ensure business information is correct and matches the website â–»Name, Address, Phone #, Hours,
- 58. Google My Business â–°Ask for Reviews â–°Create link using WhiteSpark Google Review Link Generator â–°Respond to reviews â–°Try out the new Posts feature
- 59. Web Aggregators ▰Submit, claim and correct your listings on the web’s 4 main data aggregators ▻Infogroup ▻Neustar ▻Factual ▻Axciom
- 60. Web Aggregators â–°You can also use paid 3rd party services to submit your info: â–»Moz Local â–»BrightLocal â–»Yext
- 61. Other Listings / Citations
- 62. Other Listings / Citations ▰Create them if they’re missing ▰Delete any duplicates ▰Fix any that are incorrect ▻Name, Address, Phone #, Hours, etc. https://moz.com/learn/seo/citations-by-category#AssistedLiving
- 63. Link Building Why & how to earn links from other websites
- 66. Link Building https://ahrefs.com/ blog/on-page-seo/ From Ahrefs “On Page SEO: A (2M Keyword) Data Driven Analysis”
- 67. Link Building â–°Business Listings â–°Social Media Profiles â–°Guest Blog Posts â–°Partners, business associations, vendors â–°Earned Media & PR (like HARO)
- 68. Link Building
- 69. Link Building
- 71. Content & Linking Strategy
- 72. Content & Linking Strategy Location Page #1 Blog Topic #2 Blog Topic #1 Blog Topic #3 Home Page
- 73. ▰Questions you commonly hear ▰Questions people are asking online ▰Solutions you’ve found to problems in your industry ▰Create detailed how-to guides and resources What to blog about
- 74. How to generate ideas https://answerthepublic.com/
- 76. Technical Considerations Things to get right include speed and mobile-friendliness
- 77. ▰All text should be “crawlable” by Google ▰Your pages should load quickly (under 3 seconds) ▰They should be fantastic on mobile https://search.google.com/test/mobile- friendly ▰You want a secure site now: https ▰Redirect any pages you delete or move Technical Considerations
- 78. Facebook Ads Reach people in your target demographics
- 79. ARE SENIORS ONLINE? • Social networking sites are used by the majority of boomers/seniors daily • with more than half following a group or organization on a social platform. • Facebook ranks #1 as the most used social network. https://www.thinkwithgoogle.com/consumer-insights/reaching- todays-boomers-and-seniors-online/
- 80. Targeting: Location – 25 mile radius around: Woodruff, Tomahawk, Stoughton, Rhinelander, Hillsboro, Faribault, Eau Claire, Eagle River, and Cross Plains Age – 60+ Gender – Female Potential Reach – 100,000 Blog Ad: Facebook Goal: Traffic
- 83. YouTube Ads Use video to tell your story and spark interest
- 84. ARE SENIORS ONLINE? • Over half of boomers and seniors watch online video • with YouTube reported as the preferred site with 82% of video watchers using it. https://www.thinkwithgoogle.com/consumer-insights/reaching- todays-boomers-and-seniors-online/
- 86. • Target by “Custom Intent Audiences” • Target by demographic • Remarket to people who came to your website but didn’t contact you
- 89. Results
- 93. 11.8% Occupancy Increase in Nine Months
- 95. THANKS! eagan@getfoundmadison.com https://www.linkedin.com/in/eagan-heath/ Text GETFOUND to 66866 for the slides https://getfoundmadison.com/
Editor's Notes
- https://getfoundmadison.com/local-seo-checklist/
- https://getfoundmadison.com/