You have a great website and you want to increase your traffic to it so you can ultimately build your census. But how can you get people to find you? Well, are you using the right words for your community? Or are you offending your potential residents by using the wrong words when it comes to search optimization (SEO)?
Do you know the trending words that will get you found online? Today you are not seeing words like “elderly” or “senior” used as often because those terms give the impression of a person who is ailing or frail. However the terms that are getting found are “older adult” or “modern senior.” Why, you ask? Today our aging population is active and involved and do not want to be considered old or elderly.
Wake Up, Marketing Team
If you want to get traffic to your website and increase your census, you need to be shifting your online keywords to meet the shift of words that your target audience is using. Older adults are looking for places to age in place or for continuing care retirement communities (CCRC) instead of nursing homes. Even if these places all offer the SAME benefits, you need to make sure your keywords are trending to your audience who can be potential new residents.
You need the words you use to have a positive connotation to your personas or they will not even click on your site!
Do you evaluate your keywords and your analytics to see what is trending in the search engines? You need to see what words your potential residents are using to find a community. You need to discuss aging with words that indicate a positive and vibrant lifestyle that fits their active needs.
As our culture for aging has shifted and 60 is the new 40, you need to appeal to your audience with the right keywords to get found and THEN offer the services you promise at your active retirement community!
Need help getting found online to increase your census? Time to use the right words that are trending with your target audience. Contact an digital strategist at Marketing Essentials today to learn how to use the right keywords so you get found online early and often!
