The vision for this blog is to create a community of harmonious professionals across the care continuum who encourage each other in exploring digital media as a way to support businesses and families dealing with elder care.
Written on September 7th, 2011 by tasha
My last blogpost was specifically about how to use keywords for search optimization. In particular, I talked about picking words that people who are actively looking for services (service seekers) are likely to use.
What is interesting with search engine optimazation (SEO) is that specific language matters:
How to reach those people who need your service, but don’t know what the genre is called? I call this the “pre-seeker” audience. These are the folks who later say, “I wish we had known about you sooner.”
Here’s what I recommend:
Develop a few personas and stories. A “persona” is a character sketch of your best customers (or key decision-makers). I would venture to guess that when you talk about the community outreach portion of your marketing/sales efforts, it will be the Boomer daughters who rise to the top of your persona list. These are the gals who are often key decision-makers for their elderly parents’ health and care.
You may find 2-3 different personas within that group:
Take a look at the snapshot of the “average family caregiver” as reported in a joint study by AARP and the National Alliance for Caregiving:
For our purposes, let’s call this local, employed persona, “Patty”
What are the top three situations that tend to prompt a “Patty” to call? For instance, with geriatric care managers, I might guess situations where a parent’s ability to live independently has been drawn into question:
You will know the stories that are most common for your business.
Now put on your search engine optimization hat. Try to think like Patty. She doesn’t really know your type of support exists. (She is not yet a service seeker.)
Given these three stories, what keywords is Patty likely be searching on? Brainstorm a list and then apply the Google External Keyword Tool to refine your keywords and phrases. Consider this list your editorial guidepost for topics in e-newsletter articles, blogposts, Facebook posts, etc.
P.S. If you’d like, we can help. Our brandable e-newsletters are filled with articles that specifically address topics families are worried about.
