The internet reaches more than half of the world’s population, making it one of the most important channels for reaching your audience. To reach your senior living audience effectively, it is essential to understand how to make your content readily available to them.
So, how do we do this?
Search Engine Optimization, or SEO, and keyword research are a great starting point. SEO is simply increasing genuinely interested visitors to your website through organic search results. Here is how it works: A search engine sends a ‘crawler’ to go through the billions of interconnected documents on the web. They then return results that are relevant and rank them accordingly. But how do we know something is relevant? This is where keyword research is critical.
When search engines rank websites, it uses the logic of best answers come first. Plain and simple. Keyword research involves determining popular words and/or phrases people enter into a search engine related to your industry or services. Being pertinent to whatever the searcher types into the search engine means being in the top results.
While there are plenty of articles on the internet invalidating search engines, if you aren’t considering your user’s search behavior and skip keyword research altogether, it will likely result in zero organic traffic. Paying close attention to the keywords that your potential customers are using when they are searching for your senior living community or even your competition, is a great insight into the kind of keywords you should be using. Regardless of how amazing, informative, or comprehensive your content is, if your keywords are of low quality, you risk targeting keywords and search topics that are irrelevant and of little value to the user.
If you are a ‘newcomer’ to the keyword research wagon, be careful of using keywords and topics that are competitive. For example, the term “marketing” is most likely used by authoritative domains. This leaves very little room for the newcomer to grow on these keywords. To avoid this, you can check with search queries and see what keywords to stay away from and which ones will rank well. If you are looking for a great search query resource, you can try out Google Keyword Planner.
Once you have come up with relevant keywords that correspond with your product or service, it is essential that you also evaluate their organic traffic potential. These figures are usually estimates, but they give you a great idea of estimated traffic.
Keyword research plays a significant role in the SEO process, and as the article proves, keyword research is still relevant and vital to organic traffic on your website and will always be essential. Some takeaways from this article are:
Make sure you focus on the user’s search behavior 🔍
Ensure that your keywords are well thought out, unique, and are created around closely related groups 🤞
And of course, DO NOT skip keyword research 🚫
Keyword research gives businesses a well-rounded understanding of general marketing demand. Because the market demand is ever changing, it requires constant monitoring. Be sure to change your keywords with the marketing demand.
Markentum can help!
If you want to learn more about search engine optimization or content marketing, contact our team at Markentum today!