The recent leak of internal Google documents has sent shockwaves through the SEO world, revealing insights into the inner workings of the search giant's ranking algorithm. While some information confirms long-held suspicions, other revelations offer new perspectives on how to optimize your website for search engines. For senior living communities, understanding these implications is crucial for success in the digital age.
This blog post, inspired by Episode 13 of The Drake Insights Podcast, guest Shannon Schmidt delves deeper into these implications and provides actionable steps for senior living marketers to optimize their website for search engines.
#1 - Links Still Matter
Despite Google's previous downplaying of their importance, the leaks confirm that high-quality backlinks from authoritative websites are still a crucial ranking factor. Focus on earning links from relevant and reputable sources within the senior living industry.
High-Quality Links Matter
Focus on earning backlinks from reputable and relevant websites within the senior living industry and other related sectors.
Avoid black-hat SEO tactics, such as buying links or participating in link schemes, which can harm your website's ranking.
Link Diversity
Diversify your backlink profile by obtaining links from a variety of sources, including news outlets, industry publications, and local community websites.
#2 - User Behavior is Paramount
Google closely monitors user behavior, including click-through rates, time on site, and bounce rates. This data, stored historically, influences search rankings. Aim to create engaging content that keeps visitors on your site and encourages further exploration.
Click-Through Rates (CTR)
High CTRs signal to Google that your website is relevant and valuable to users.
Optimize your page titles and meta descriptions to increase click-through rates from search results.
Time on Site and Bounce Rates
Engage users with high-quality content that encourages them to explore your website further.
Minimize bounce rates by ensuring your website is easy to navigate and provides a seamless user experience.
"NavBoost"
This internal Google system tracks user behavior, including the order in which users click on search results.
Aim to consistently rank high in search results and encourage users to explore your website after clicking on your initial listing.
#3 - Content Quality Reigns Supreme
Originality is Key: Even short-form content must be unique and valuable. Avoid plagiarism and focus on creating original, insightful, and informative content.
E-A-T (Expertise, Authoritativeness, Trust) Remains Vital: While author bylines may not be a direct ranking factor, establishing author credibility and expertise is essential for building trust with your audience.
Website Topic Focus: Ensure your website maintains a clear and consistent focus. Avoid publishing irrelevant content that dilutes your brand and confuses search engines.
#4 - Technical SEO Matters
Website Speed: Optimize your website for fast loading speeds to improve user experience and search engine rankings.
Mobile-First Indexing: Ensure your website is fully responsive and provides a seamless experience across all devices, including smartphones and tablets.
Technical SEO Audits: Conduct regular technical SEO audits to identify and address any issues that may be hindering your website's performance. This includes broken links, duplicate content, and indexing errors.
Actionable Steps for Senior Living Marketers
Conduct a Content Audit
Analyze your existing website content. Identify any low-quality, outdated, or irrelevant content and either update or remove it.
Focus on High-Quality Content
Create valuable content that addresses the concerns and needs of your target audience.
Develop in-depth blog posts, articles, videos and guides that establish your community as an industry leader.
Feature resident testimonials, staff spotlights, and community event updates to showcase the unique personality of your community and to build trust and credibility.
Optimize for User Experience
Improve website navigation and usability.
Ensure your website is easy to read and visually appealing.
Optimize page load speed and mobile responsiveness.
Implement clear calls to action to encourage user engagement.
Build High-Quality Backlinks
Engage in public relations and outreach activities to secure media coverage and valuable backlinks.
Build relationships with other businesses in the senior living industry and explore opportunities for cross-promotion.
Leverage Local SEO
Optimize your Google My Business profile and claim your business on other local directories.
Encourage online reviews from satisfied residents and their families.
Conclusion
The Google leaks underscore the importance of creating high-quality, user-centric content and building a strong online presence. By focusing on these key areas and continuously adapting your SEO strategy based on the latest insights, you can improve your search engine rankings, attract more qualified leads, and ultimately achieve your occupancy goals.
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