Boosting Local SEO for Home Care Providers: Insights from A Place At Home

Home care service providers often afraid to touch their own marketing and instead pay high fees to agencies that don’t deliver real results.

A Place At Home offers compassionate in-home care assistance for seniors. Stacey Eisenberg runs the North Austin franchise , and the franchisees are unhappy with their marketing company and the recent changes made to their website.

In this webinar, my friend of 20 years and husband to Stacey Bryan Eisenberg asked me to provide training to help the franchisees improve their local rankings by focusing on boosting visibility and generating more leads. Our goal is to empower these mobile caretakers, including Stacey, to understand how they can take control of their own marketing.

Creating Authentic Content to Boost Local SEO

Many agencies overlook the critical role local SEO plays in business growth. Without consistently creating relevant content, your business remains invisible online, no matter how much you spend on an agency. Creating and repurposing content from the Content Factory is our key to making it happen.

As a franchisee or caregiver, gather authentic content, such as short videos or Zoom calls with clients, to showcase your operations. This not only boosts your online presence but also helps you connect with your community.

Google values real signals that demonstrate you deliver on your promises. If you provide home care in Scottsdale, make sure your content reflects that focus.

Avoid generic content created by tools like ChatGPT. Instead, share videos that highlight your actual experiences related to your services or local activities.

Google’s new E-E-A-T guidelines prioritize experience alongside expertise, authority, and trust. It’s about demonstrating real-world experience through your content, not just repeating keywords or using meta tags.

Publish across platforms like YouTube, Facebook, Google My Business, Instagram, and Reddit. Use tools like ChatGPT for processing and implement the Dollar-a-Day strategy to drive targeted traffic.

Google assesses relevance through metrics like click-through rates (CTR), while social networks look at engagement rates. High engagement signals to platforms like Google, Facebook, and TikTok that your content is valuable.

As a franchisee , create these signals, preferably in video format. Focus on producing the content once; with proper editing, you can adapt it for multiple platforms.

Many “SEO experts” may not want you to know that effective SEO doesn’t rely on special tools or shortcuts. Relying on cheap freelancers or low-quality backlinks will ultimately yield disappointing results for your business.

Mastering Local SEO for Specific Keywords

In the world of local service businesses, your goal should be to dominate your specific geographic category. If you’re based in Omaha, Nebraska, it makes more sense to focus on winning locally rather than competing globally.

For instance, if you want to rank for “Omaha Senior Care,” you’ll find that the keyword difficulty is relatively low. While “Omaha Senior Care” is moderately competitive, it remains manageable.

When you drill down further into specific niches like “mobile senior care,” you’ll discover even less intense competition. This approach allows you to target more specific, less competitive keywords within the broader category of senior care.

Incorporating this strategy can help you stand out more effectively. SEO analytics tools provide insights into keyword competitiveness and backlink sources, showing how challenging it is to rank for specific keywords and where your backlinks originate.

Does Location Matter in Content Creation?

Yes, location absolutely matters. When you create a video, film it in the location you’re promoting. Platforms use geo-tags to track where the video was made, signaling to Google and other platforms that your content is relevant to that area.

When you take pictures or videos on your phone, technologies like Google Photos or iCloud automatically capture what’s happening. They tag locations and context without any extra effort from you. Google’s AI scans everything and organizes it without requiring manual input.

Discuss the activity or place, and let the location name come up naturally, similar to casually mentioning the area while talking about your experiences.

Focus on sharing authentic experiences through real photos and videos. Google values genuine content over forced optimization, which drives real relevance. To rank higher for local service-related searches, you need more than just good reviews or targeting a single keyword.

Address the broader questions potential clients ask related to your service. Google rewards comprehensive, relevant content that answers these additional queries, improving your rankings beyond just focusing on the primary keyword.

For example, consider “Home Care Little Rock.” While this page ranks for relevant keywords like “Home Care Little Rock,” it’s not just about that term. Google shows that people searching for this also want answers to questions such as “What’s the most common diagnosis for home health care?” or “Does Medicare pay for home assistance?” Addressing these related questions in your content adds value, helping you rank higher and for a wider range of relevant terms.

Many local businesses miss this by focusing only on reviews or one main keyword. Addressing broader topics makes the difference in ranking. Answering these questions provides more value and helps you rank higher in searches.

The key is to provide clear answers in local settings, like in your car or near a well-known landmark. Google and TikTok recognize these local cues, so avoid generic backgrounds. Shoot your videos in locations that reflect your area, such as popular restaurants or landmarks. This helps Google understand the relevance of your content.

To drive rankings, create content that showcases your expertise in home healthcare for a specific city. Use tools to process and distribute this content to boost visibility on Google My Business, your website, and social media. For example, many North Texas locations rank low due to a lack of links and relevant content. The franchisor must link to these pages and ensure franchisees receive quality backlinks.

Collaborate with local bloggers or appear on podcasts to generate valuable links. High-authority sites pass significant link juice, enhancing your SEO. For instance, my site, BlitzMetrics, has a domain rating of 72. If you write a guest blog post on it, that link will elevate your page’s authority.

With over 265,000 legitimate media links, I benefit from high-powered sites with ratings between 75 and 90. Each article I publish on influential blogs like Keep, which has a domain rating of 84, helps pass authority to my site.

Links act as the juice, that boosts your site’s authority, and you need to focus on quality over quantity. The franchiser must actively pass this juice to local locations.

A place at home has a low domain rating, and its location pages often rank even lower, resulting in few quality links. Limited incoming links lead to low keyword rankings. While some links show local relevance, many are just weak directory listings.

Community involvement can enhance visibility, but no-follow links won’t pass any juice. Ensure all citations reflect genuine activity to effectively build authority.

How Social Media Engagement Impacts SEO

When you post content on social media and it gets engagement, it can indirectly boost your search rankings. For example, if you share photos from a health fair on Facebook and that post receives good engagement, people will visit your website.

Take the pictures from the event at the Conservatory at North Austin on the A Place At Home North Austin Facebook page. Repurpose them into a blog post and publish it on your website. This content will become visible to Google.

Now, it’s not just a Facebook post; you can turn it into tweets, LinkedIn posts, or updates on your Google Business Profile. Repurposing content across multiple platforms helps Google recognize your activity and authority.

This strategy is crucial for local SEO, especially in home healthcare, where competition is low. We’ve examined keyword difficulty, and you can easily rank for these keywords if you repurpose your content effectively.

I recommend dedicating just an hour a week to content creation. In that time, you can produce several videos without overthinking. Whether you’re walking, driving safely, or going about your routine, pull out your phone and record a quick video.

You don’t need to create 100 pieces of content a day. No one has time for that, and even I don’t always enjoy being on video, despite teaching it!

Our one-minute video strategy focuses on simplicity. It takes less time to create the video than to come up with excuses. Just press record!

What’s the Value of Franchise Owners Engaging with Other Franchisees on Social Media?

Collaborating with other franchisees on social media builds natural relevance and authority. You don’t need to trade links directly, just discuss industry-related issues. This creates a content network that Google recognizes as valuable.

Linking to relevant content shows topical expertise. It’s not about link exchanges but about contributing valuable content that boosts your network’s relevance.

Get together with other business owners, share your day-to-day experiences, and interview each other. Collaboration among franchise owners allows you to share insights, increase visibility, and build your online presence.

Repurpose your content across YouTube, LinkedIn, Facebook, Twitter, and more. If you don’t have time, hire someone for $3 an hour on Upwork, many freelancers from the Philippines speak great English. Repurposing is crucial, especially on YouTube, as Google favors its own platforms, giving you a visibility boost.

In competitive industries like home care , links move the needle. A solid website is important, but the authority of the links pointing to you drives results.

Linking to other experts in your field boosts your SEO without shady practices like PBNs. Think of it like tagging someone on social media, it amplifies both voices and strengthens credibility.

Use tools like Link Whisper or Rank Math to automate linking, but remember, it’s all about quality content and purposeful links.

Your authority and trust come from your network and the valuable content you create together. Stay natural, collaborate, and repurpose smartly to stay ahead of the competition.