Improving Online Reach through PPC and Reviews

Because more and more older adults reaching retirement age, the senior living industry is very competitive right now. McKnight Senior Living’s helpful blog recently outlined some things you can do to improve your sales efforts, but they really only touch on things you can change internally or in the local community.

That’s why we thought it would be beneficial to discuss some ways in which you can reach new residents by improving your presence in the search engines. While it is a great idea to volunteer for nonprofits and expand your analytics, strategies like these generally won’t help your community’s chances of reaching potential residents where they are searching: online.

Here are three things that potential residents or caretakers will see when they search online for your services, along with some tips for ways to take advantage of these lead capturing opportunities.


Pay-Per-Click Ads

One of the first things a user will see when searching online is paid ads. When used correctly, these ads can actually help you rank at the top of the Search Engine Results Page (SERP) above your competitors and lead aggregators. PPC ads allow you to target a specific area or specific terms — like “senior care near me” or “best senior care in [city]” — so you can reach potential leads directly.

The process for setting up and managing a PPC campaign can be challenging. Google Ads (the most popular PPC resource) operate on a pay-per-click model where you actually bid on keywords, then pay for each click. So it’s up to your community to not only set up the campaign, but also perform the keyword research necessary to be successful. Once you’ve created a campaign, it’s important to proactively manage the campaign by analyzing and adjusting as you go.


Online Reviews

Having high quality reviews on sites like Google will not only help you stand out amongst your competitors, but it can actually act as a catalyst for someone to continue on to your website. If someone visits your website directly, you have the opportunity to capture that lead for free rather than losing them to a lead aggregator or a competitor.


Multiple Listings with Accurate Information

Google Reviews and Google Ads will not be the only thing on that first page of the search engine results when someone performs a search. When people continue down the page, they will likely come across different local listings and social sites representing your business. If you have a well-optimized web presence, these listings will be there to push users back to your website so you can capture the lead directly.


If you feel like your community is not expanding and improving your online presence, contact Goldn, LLC today. We offer an advanced PPC/SEO program and Reputation Management platform designed to capture leads before they go to a competitor or lead aggregator. Email [email protected] or call (888) 482-6691 to learn more about the Goldn platform!