If you don’t have an online presence, does your business even exist? According to Pew Research, 93% of adults in the United States use the internet. That means your potential clients are there. And without some type of online presence with a strong SEO (search engine optimization) backbone, you are missing out on valuable exposure.
The first thing a company thinks of when it comes to internet marketing is a website, and a website filled with SEO-friendly content is a very important piece of the puzzle, but it’s not the only piece.
Listings, sometimes known as local directories or citations, are like entries in a myriad of online phone books. There is a wealth of information you can provide your leads online, and not just by owning a website.
Let’s take a look at the seven most important reasons claiming and updating these online listings is beneficial to your online health as a senior living operator.
- You need your potential residents to find you.
It goes without saying, if your leads can’t find you, they won’t call you. It’s important that if they are searching for your name in a search engine, your location is the first to pop up. If they can’t find you, they will go elsewhere. Some listings, like Google My Business, even allow the user to call or message you straight from the listing. Talk about convenience!
- You need the ability to correct and update your information.
Many online directories get their information from data aggregators and public records to present what they think is your correct information. If this information is incorrect, leads may not be able to get in touch with you. Claiming your online listings means you have the power to update an address, phone number, website, etc. if it changes or if someone provided incorrect information.
- Having consistent and correct NAP (name, address, phone) across the web is crucial for solid SEO.
Search engines will see that you are consistent and will recognize your business as a trustworthy location, potentially resulting in more impressions in search results. This can also boost your rankings in search results, allowing more users to see your name at the top of the list.
- Google rewards you with keeping your GMB (Google My Business) listing up-to-date.
This includes adding posts as well as photos and videos. If Google sees you are active on your listing, you will be seen as a more legitimate and trustworthy source, thereby potentially allowing your community to show up more often in search results.
- It helps with backlinks.
Backlinks are defined as links pointing to your site from other sites. By having your website posted on your local listings, you are beefing up backlinks to your website.
- Many listings offer review features.
You probably know that Facebook, Google My Business, and Yelp allow your customers to review your business. By responding to all reviews, both positive and negative, you are showing the world that you care and listening to your customer base (more on that in another blog!).
Negative reviews that are left ignored signal to users that a) you don’t care and/or b) you’ve accepted defeat in the situation. Don’t let that be the case! Respond to each review in a timely manner. To do that, you must first claim your listings and monitor them for new reviews.
- Standing out from competitors.
Your competitors are also keeping their NAP up-to-date online – it’s important you do the same. If you own an assisted living community and a local user Googles “assisted living near me”, you need to be able to play ball in that search result. You need the opportunity to compete against larger competitors. Keeping your local listings active and up-to-date will help.
