If you have a care home website, the first thing you want to make sure of is that local people can access your details and see what kind of services you have on offer. Most businesses are beginning to understand the importance of search engine optimisation or SEO. What they don’t always realise is that focusing on local SEO can have significant benefits. If you run a care home, chances are you mostly cater to a local audience. For example, if you run a business in Brighton, you ideally want local Brighton residents visiting your site as they are more likely to be interested in what you have to offer in the first place.
What is Local SEO
First of all, it’s an incredibly effective way to market your business online, helping you to promote your care home to local customers at the exact moment they are looking for your services online.
If you carry out a care home search on Google, you will see a number of different results come up. One of these is a box containing local searches. It’s important if you are looking for a specific shop or service, such as a care home. These results will generally come with a map, pinpointing your business location. Further down the page, you will also see organic search results (as opposed to paid for ads at the very top and bottom) which include businesses that have optimised their care home website to show up for your particular search term.
Why Local SEO is Important for Your Care Home Website
If someone searches for ‘care homes in Colwyn Bay’ on Google and you have optimised your site for this kind of search, you stand a good chance of appearing on the first page of results. Why is this important? Because the majority of people will only look at the first page of search engine results rather than clicking through to page 2, page 3 or page 4. According to research, over 90% of searchers will pick a business they see on the first page of internet results from an initial query.
Positive results are easier to achieve with local SEO strategies because of the smaller pool which means there’s less competition and the fact that other care homes in your area may not have carried out optimisation on their website.In doing this, you are not only making yourself more visible to families looking for a care home for a family member, however. If you are planning to recruit staff, people looking for jobs online will be more likely to see you as well. Including a dedicated recruitment page on your website which is also SEO optimised to attract local candidates, for example, means that you can catch the best employees before anyone else and get them to work for you.
What Local SEO Involves
There are several strands to effective local SEO marketing. To get it right, you need to utilise a number of different strategies. This can include keyword optimising your care home website to ensure it shows up in organic results. You can also join free services such as Google My Business which enable you to put your location on Google Maps and accept reviews from clients.
Producing a dedicated recruitment page for your business could be important if you want to continually attract the best candidates to work in your care home. You should also nowadays optimise your site for voice search – many people use options like Siri on their phones or have digital assistants like Alexa rather than typing their query into a box.
Bring all these different strands together and you should create a strong and effective digital marketing strategy that raises your visibility for local searches, putting your care home website in full view of potential clients and job seekers.
At Go Apply, we have vast experience of supporting businesses such as care and nursing homes to resource and maintain their recruitment processes so that they attract the right staff. Contact us today if you want to find out how recruitment can be easier and work seamlessly with your website.