“Your Web site has to be optimized.”
“You don’t want to be the only senior housing operator in your area without an optimized Web site.”
Sure. That’s great. But what does any of that mean?
Well, let me tell you.
Is it Search Engine Optimization? Is it keywords? Is it the Search Engine Results Page (SERP)? Is it Pay Per Click, meta tags, Google Maps, Yahoo Directory, Kansas and Toto? Yes to all of the above. Except maybe Toto.
English translation: Search Engine Optimization is how you organize your Web site content, meaning the structure and presentation of the information so when people search for Senior Housing in your geographic region, you pop up on the Search Engine Results Pages.
Succinct translation: The art and science of making Web pages attractive to the search engines.
Keywords are the single most important factor in maximizing your SEO efforts. For senior housing, you will find that the big-ticket keywords fall into the services and amenities: assisted living, independent living, skilled nursing, etc. You don't want to select keywords that people would never use to look for your services and product. Most of the time, your keywords are easy to identify as those words are standard industry terms or key phrases.
Striking the balance
After researching your keyword market, what do you do with it? You take your keywords and distribute them throughout your Web page. Now, Web pages have content that the everyday user can see. But each Web page also has space behind the scenes for information to help attract search engines. These are called meta tags. Which meta tag is the most important is a raging debate across the SEO world.
The take-away: a well optimized Web page will strike the delicate balance of distributing pertinent keywords that match the page's visible content.