local seo for retirement homes
Step-by-step local search tactics retirement home operators can implement now to attract residents and referrals
This guide explains practical, measurable local SEO actions — website fixes, Google Business Profile optimisation, reputation management, and local visibility strategies tailored for retirement living and aged care operators.
Why local SEO matters for retirement homes
Families and referral partners (health professionals, community groups) search locally when looking for retirement and aged care options. A consistent, optimised online presence increases visibility in Maps, organic search results, and local directories — and converts searches into enquiries and tours.
Local SEO combines technical website work, on-page content, review management and directory consistency. The result: more qualified enquiries with less outbound marketing spend.
Website optimisation: a practical checklist
Speed & performance
Page speed is a ranking factor and affects enquiries.
- Target mobile load < 3s — compress images, enable caching, remove unused scripts.
- Use responsive images and modern formats (webp/avif).
- Host on a fast, Australia‑based CDN if most traffic is local.
Security & trust
Trust signals increase conversions from families researching care options.
- Always use HTTPS (valid SSL).
- Display accreditation badges, staff qualifications & clear contact details.
On-page SEO basics
Make sure every page tells search engines what it's about.
- Unique, descriptive title tags and meta descriptions for each page.
- Use H1 for the main page headline, H2s for sections (clear, benefit-focused).
- Include relevant search phrases (e.g., "retirement living", "aged care", "respite care") naturally in headings and content.
Technical & indexing
Make your site easy for Google to crawl and understand.
- Submit XML sitemap and ensure robots.txt is correct.
- Implement structured data (LocalBusiness / HealthAndBeautyBusiness or MedicalBusiness as appropriate) — include name, address, phone, openingHours, services.
- Use hreflang only if you serve multiple languages.
Service pages & intent
Create focused pages that match real search intent.
- Create pages for core services: permanent care, respite, dementia support, allied health, independent living.
- Each page: clear benefits, eligibility, a simple contact route and FAQs.
NAP & contact consistency
Name, Address, Phone must be identical everywhere online.
- Show a clear contact block in header/footer with phone and enquiry instructions.
- Use schema markup for telephone and contact points to make click-to-call consistent on mobile.
Quick technical audit (5 minutes)
- Open your site on mobile — is text readable without zoom?
- Check address & phone visibility on the homepage.
- Run Google PageSpeed Insights for the homepage (mobile score target 70+).
- Search site: site:yourdomain.com "Dementia" (ensure important terms are indexed).
Google Business Profile (GBP): the single most important local signal
GBP (formerly Google My Business) controls your presence in Maps and the local pack. Optimising it directly influences calls, directions and website visits.
Immediate GBP checklist
- Claim and verify your profile (if not already).
- Use your official facility name; avoid keyword stuffing.
- Choose the most accurate category (e.g., Retirement home, Aged care facility).
- Complete attributes: accessibility options, parking, accepting new residents, languages spoken.
- Add high-quality photos: exterior, reception, rooms, activities, staff.
Ongoing GBP tactics
- Publish weekly posts (events, open days, wellbeing stories) — these appear in search and show freshness.
- Answer Q&A on your profile promptly (family questions often appear here).
- Keep phone number and website URL identical to your site NAP.
- Monitor insights in GBP to see which search queries drive impressions.
Reviews & reputation management
Reviews are a top trust factor for families choosing a retirement home. Positive, recent reviews boost local ranking and conversion rates.
Ask with care
Train staff to request feedback from residents and families at appropriate touchpoints (after events, milestone anniversaries, discharge from respite).
Make it easy
Send a short email or SMS with a direct link to your GBP review form. Provide guidance on what to mention (staff, care, activities).
Respond to reviews
Reply promptly and professionally to both positive and negative reviews — show empathy, outline corrective actions, and invite offline discussion.
Suggested review request template (brief)
"Thank you for choosing us. If you have a moment, please share your experience — it helps other families and supports our team." — include direct link to leave a review.
Local citations & authoritative directories
Consistent listings across reputable health, government and aged-care directories improve trust signals. Prioritise accuracy and choose authoritative sources.
- List on national aged-care directories and professional association sites.
- Check local council and health service directories for inclusion.
- Use the same facility name, address and main phone number everywhere.
- Monitor and fix duplicate or outdated listings using a weekly audit (sheet or simple tool).
Content strategy: topics that attract families & referrers
Content should answer real questions and demonstrate expertise, care philosophy and community life.
Evergreen page ideas
- Services & care types (detailed pages for each)
- Accommodation types, floor plans, pricing overview
- Team & qualifications — staff bios build trust
- FAQs addressing common family concerns
Blog / news topics (monthly)
- Resident stories and activities (focus on dignity and wellbeing)
- Family guides: planning a move, eligible support services
- Staff spotlight and training initiatives
- Events & open day recaps
SEO writing tips
- Answer questions directly in headings — this improves chances for featured snippets.
- Use bullet lists and short paragraphs for readability.
- Include internal links to service pages and contact points.
- Use high‑quality images with descriptive alt text (e.g., "dining room activities in retirement living").
Local paid strategies (short guide)
Paid campaigns amplify visibility while your organic presence grows. Focus on search ads and remarketing to capture families ready to enquire.
- Create search campaigns focused on service intent (e.g., "respite care options", "dementia support services").
- Use call-only campaigns during working hours for direct enquiries.
- Set up remarketing lists to re-engage visitors who viewed room pages or pricing.
- Track conversions: booked tours, call clicks, and contact form submissions.
Measure what matters: analytics & KPIs
Track the signals that show you're reaching local searchers and converting them into enquiries.
Key metrics
- Organic traffic to service pages
- GBP views, calls, and direction requests
- Phone call conversions and booked tours
- Review volume & average rating
Tools
- Google Analytics / GA4
- Google Business Profile Insights
- Search Console for query and index issues
- Simple call-tracking or CRM to attribute enquiries
30‑Day action plan: weekly milestones
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Week 1 — Quick wins
- Claim & verify GBP; add photos and accurate categories.
- Fix NAP on homepage & footer; ensure schema for contact is present.
- Run PageSpeed Insights and compress top 5 images.
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Week 2 — Content & pages
- Create/optimise service pages (dementia care, respite, independent living).
- Add FAQs to each service page and internal links to contact options.
- Publish one blog answering a common family question.
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Week 3 — Reviews & directories
- Set up a review request process (email/SMS template & staff training).
- Audit top 10 directory listings and correct any inconsistencies.
- Respond to any recent reviews professionally.
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Week 4 — Tracking & optimisation
- Install GA4 and link GBP to Google Search Console.
- Set up goals for calls and form submissions; check attribution.
- Plan ongoing content calendar and a monthly GBP post schedule.
Frequently asked questions
How fast will local SEO improvements show results?
Do I need a blog to rank locally?
Can reviews be removed if negative?
Ready to improve local visibility without complexity?
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