periscopeUP was hired in 2015 to help a group of high-end, regional senior living communities improve their local search presence and boost traffic from organic search.
The online space for senior living communities in this particular geographic area is highly competitive, an issue that is exacerbated by the fact that consumers search for these types of communities using a variety of terms ranging from independent living to retirement community, assisted living, supportive care, continuing care or nursing home.
As a first step, we performed a thorough audit of the social media accounts and directory listings for each community. We updated all listings for consistency and accuracy and created additional listings across both local business and industry-specific sites.
In late 2016, the senior living communities began to consistently host a number of local special-interest events ranging from educational seminars and classes to workshops and purely social gatherings. We identified and pursued targeted, local online opportunities to promote these hyper-local events.
The positive results shown in the table and chart below for one of the communities demonstrates the importance of the quality and accuracy of local citations. A site that maintains well-optimized local citations and finds opportunities to leverage hyper-local events with good frequency will secure local pin map rankings for key terms translating to continued increases in organic sessions.