A keyword or keyphrase is a word or words that explain what your content is about.
Help families find your web page on search engines when they search by keyphrase on the internet.
Then they will read how your services can help their older adult.
Do not pick keywords without a plan.
Because you want to focus on prospects who are ready for your specific services in the areas you serve.
So read on to learn how to use keywords in your home care website to gain clients.
Your Home Care Keyword Guide
Types of Keywords
Keyphrases
Make your content more readable by not only using the same main keyphrase throughout your content.
Plan to use versions of keywords, synonyms and related terms. Search engines can understand the relationship to your main keyphrase.
Get general searchers with one to two keywords, for instance “home care.”
Target families you can serve with three to four word keyphrases, such as “home care + location.”
Include singular and plural words, for example “client or clients” in your keyphrase.
Use different forms of words, for instance “caregiving or caregivers.”
And integrate different tenses, such as “need or needed.”
Synonyms
Add words with the same meaning as your main keyword, for example “senior caregiving services” for “home care.”
Related Terms
Sprinkle in terms that are related to your chosen keyphrase, for instance “home health” for “in-home care.”
Keyword Research
Determine what families and older adults are searching for online.
Research for relevant home care keywords using tools that are based on past search results.
Autocomplete
Start typing words into search and see what phrases Google and Bing auto fills under search box.
Pick synonyms from the results.
Discover content ideas.
Search Results
“People also ask” and “People also search for” or “related searches” appear on search engine result pages.
Define your related terms and questions to answer in your copy through these search results.
Google Trends
Google Trends is a website that displays trends in keyword searches over time.
Related topics and queries are listed.
Compare search terms (keyphrases) to see which one is trending higher.
Senior Care Keyphrases
When you type keywords into search, versions of the phrase will also appear on the page. These words can be used in your content.
Some examples:
- Home Care: senior home care, in-home care, in-home caregivers, at-home caregivers
- Home Health: home health care, home care companies
- Hospice: palliative care
- Senior Care: care facility, senior living, retirement home, assisted living facility
- Senior Living: independent living, retirement community, assisted living, memory care
- Memory Care: assisted living, senior living
- Nursing Home: skilled nursing facility
Your prospects will be more interested in your content if your keyphrases are varied.
Search Engine Guidelines
Do not confuse or lose leads that are reading your copy.
One Keyphrase
Keyword cannibalization happens when you use the same main keyword for similar intent on more than one web page. For example, are your prospects looking for information, deciding on a company, or wanting to start services.
The pages will compete with each other for higher positioning in search result listings.
And your prospects may only click on one of the pages.
Keyword Frequency
Families will respond well to your content if the sentences are easy to read.
But you will lose prospects if they have a hard time reading your website and blog copy.
Keyword stuffing is part of Google’s spam policies.
Keyphrases help search engines and families understand what you are talking about.
But do not stuff too many keywords into your content.
And include tenses, forms of keyphrases, synonyms and related terms throughout your copy.
My experience shows that including a keyphrase, on average, every 100 to 200 words is ideal.
Keyphrase Placement
Keywords should be balanced throughout your copy. Then search engines and prospects know what topics and subtopics your page is about.
Reach more leads by also including terms related to main senior care keyword.
Place keyphrases around other words in:
- H1: main headline or heading of page
- Title tag: title on search engine, similar to H1
- Meta description: description on search engine
- Subheadings: sections under H1 main heading
- Main body: aim for every 100 to 200 words
- Links: if keyphrase explains linked page subject
- Alternative text: if keyword helps describe image
Your pages will be easier for families to read and find online.
How to Use on Your Website
Pull families to your website through your keyphrases.
Take the keyphrase “home care” as an example.
Homepage
Research how families are searching for home care online.
Use “home care + location” prospects are searching for in your service area.
If your company serves several geographic areas, use “home care + your key selling point.”
Services
Make your main services page “home care services.”
Link to additional pages for each specific service under “home care services,” such as “personal care services.”
Blog Articles
Assign keyphrase, synonyms and related terms for subject of each of your articles and guides.
Conclusion: Home Care Keywords
Use keywords in your home care content to clarify your page topics.
Plan to use words that families are searching for online.
Decide phrases to use through autocomplete, People also ask and People also search.
Research top senior care words over time on Google Trends.
Vary keyphrases between main keyword, word forms, tenses, synonyms and related terms.
Follow keyword frequency guidelines.
Place your keyphrases throughout your content.
Remember this: keywords draw new clients to your company.
Keep reading: Guide to Effective Online Home Care Content
