Local SEO is the key. Here’s a quick guide to help your business rank higher in local searches and attract more qualified leads:
- Google Business Profile: Claim, verify, and optimize your profile with accurate details, high-quality photos, and service areas.
- Local Website Optimization: Add local keywords, create pages for each service area, and ensure consistent contact information.
- Reviews: Encourage reviews, respond quickly (within 7 days), and showcase positive feedback on your website.
- Local Content: Write blog posts about local senior resources, highlight client stories, and share updates on local events.
- Directory Listings: List your business on platforms like Google, Care.com, and Caring.com, and keep details consistent across all directories.
Why it matters:
- 76% of smartphone users visit a business within a day of searching locally.
- 88% of people trust businesses that respond to reviews.
- 99% of clicks go to Page 1 results.
Following this checklist can improve your local visibility and help more families find your services.
The Complete Local SEO Checklist for 2025
Set Up Google My Business
Your Google Business Profile acts as your online storefront for local searches.
Claim Your Google My Business Listing
Start by signing in to Google Maps with your account. Search for your business name, click ‘Claim this business’, and then select ‘Manage now.’ Verification is usually done by mail and can take up to five business days. While waiting for verification, avoid making changes to your business name, address, or category.
Complete Your Profile
A fully detailed profile improves your visibility in local searches. Did you know that nearly half (46%) of all Google searches are for local information?
Make sure to focus on these details:
- Business Name: Use your official legal name.
- Primary Category: Pick "Home Health Care Service" or "Home Care Service."
- Service Areas: List all neighborhoods and cities you cover.
- Hours: Include your standard hours and any emergency availability.
- Services: Clearly outline what you offer, such as personal care, companionship, or skilled nursing.
- Photos: Use high-quality images of your team, facilities, and care activities.
Once your profile is complete, managing reviews is the next step to strengthen your local presence.
Manage Reviews
Reviews play a big role in how your business ranks locally. In fact, 88% of customers are more likely to choose a business that actively responds to reviews.
- Encourage Reviews: Make it easy for families to leave feedback about their experiences.
- Respond Quickly: Aim to address reviews within seven days. Over half (53%) of customers expect this, especially for negative feedback. Keep responses professional, avoid mentioning specific care details, and stay HIPAA-compliant.
- Turn Negatives Into Positives: About 34% of people who leave negative reviews will delete or update them after receiving a response. When replying:
- Thank them for their input.
- Apologize for their experience.
- Offer a private way to contact you, like an email or phone number.
- Work to resolve the issue offline.
Keep in mind, Google clearly states: "There’s no way to request or pay for a better local ranking". Instead, focus on maintaining accurate information and engaging with your community through your profile.
Optimize Your Website for Local Search
Your Google Business Profile helps establish trust locally, but your website also needs to feature location-specific content to attract potential customers.
Add Local Keywords
Incorporate local keywords to highlight your geographic relevance. Examples include phrases like: ‘home care services in [city name]’, ‘senior care [neighborhood]’, ‘in-home care near [landmark]’, or ‘[city name] elderly care’.
Place these keywords thoughtfully in areas like page titles, meta descriptions, headings, image alt tags, URL structures, and the main content. Additionally, customize sections of your website for each area you serve to strengthen local connections.
Create Pages for Each Service Area
Build separate pages for every location you cover to boost your visibility in local searches. For example, Feazel Roofing, which operates in nine U.S. markets as of February 2025, created unique pages for each suburb. This strategy led to better local search rankings.
On these pages, include details like:
- Distance from your main office
- Testimonials from local clients
- Services tailored to the area
- Mentions of local landmarks or community features
- Case studies highlighting work done for nearby customers
These elements make your site more relevant to local audiences and improve search engine performance.
Keep Contact Info Consistent
Uniform contact details across your website build trust with search engines and users. Inconsistent information can confuse visitors and harm your local search rankings.
Ensure your business name, address, phone number, service area descriptions, and hours of operation are the same on every page. Using schema markup can also help search engines clearly understand your business information.
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Create Local Content
Building strong local content can improve your site’s relevance and boost search rankings.
Write Local Blog Posts
Publish blog posts that cater to the needs of seniors and their families in your area. Focus on topics like:
- Local senior housing options and their costs
- Activities and resources for seniors in your community
- Support groups and community programs nearby
Incorporate local statistics and tailor your content to specific neighborhoods. You can also highlight client stories to add a personal touch.
Add Client Reviews
Client reviews are a powerful way to back up your content with real-world proof. Research shows that 79% of consumers trust online reviews as much as personal recommendations, and 92% read reviews before making decisions.
Here’s how to use reviews effectively for local SEO:
- Highlight location-specific testimonials on your service area pages.
- Weave client success stories into your blog posts.
- Respond quickly and professionally to all reviews.
Share Local Activities
Getting involved in local events not only shows your commitment to the community but also boosts your local SEO. For instance, Comfort Keepers in Dayton, Ohio, saw a 30% jump in local visibility after sponsoring the "Senior Health and Wellness Fair" at their YMCA in March 2023. This event brought in 15 qualified leads and resulted in 5 new client consultations.
Here are some ideas to strengthen your local presence:
- Host educational workshops on senior care.
- Take part in health fairs and other community events.
- Partner with local senior centers and healthcare providers.
- Share updates about your events on your website and social media.
For each event, create a dedicated webpage that includes key details, high-quality photos (with alt tags), testimonials from attendees, partner links, and contact information.
Manage Business Listings
After optimizing your Google Business Profile and website, managing your directory listings is the next step to solidify your local presence. Keeping your business information consistent across key online directories can significantly improve your visibility. In fact, research shows that 94% of consumers use directory sites to find local businesses, and 63% avoid businesses with inaccurate details.
List Your Business in Directories
Make sure your business is listed on the most popular directories that families use to search for home care services:
| Platform | Key Feature |
|---|---|
| Google Business Profile | Essential for local search visibility |
| Care.com | Access to over 19 million care seekers |
| A Place for Mom | Connects with 300,000+ families annually |
| Caring.com | Brings in 12,000+ monthly care leads |
| Care In Homes | Attracts 500,000+ unique visitors |
When setting up your profiles, include a detailed business description, high-quality photos, your service areas, accepted insurance plans, and licensing information. Always verify that each listing reflects your current operations.
Update Your Listings
Keeping your listings accurate avoids confusion and ensures potential clients trust your business. To stay on top of this:
- Set reminders to review your listings regularly.
- Update hours for holidays or special events.
- Double-check phone numbers, email addresses, and other contact details.
Quick updates when changes occur help maintain consistency across platforms.
Keep Information Matching
Businesses with top rankings can capture up to 24% of clicks. To ensure consistency, create a master document with your NAP (Name, Address, Phone) and service details. Use this as your go-to reference for any updates. For added convenience, consider using listing management tools to keep your information aligned across all directories.
Get and Manage Reviews
Customer reviews play a big role in shaping your local SEO rankings and your business’s reputation. According to research, 93% of consumers rely on online reviews when making purchasing decisions. For home care businesses, where trust is crucial, managing reviews effectively can strengthen both your online visibility and your reputation. Here’s how to ask for, respond to, and display reviews in a way that benefits your business.
Ask for Reviews
Make it easy and respectful for clients to leave reviews. Set up a simple, privacy-conscious process that encourages them to share their experiences. Personalize your requests by addressing clients by name and referencing specific details about their care. For instance:
"Mrs. Johnson, we’re so pleased to hear about your father’s progress with our memory care program. Would you be willing to share your experience to help others seeking similar support?"
Reply to Reviews
Once you start receiving reviews, managing them is key. Responding promptly not only shows your dedication to quality care but also builds trust with current and potential clients.
For positive reviews:
- Thank the client for mentioning specific aspects of your service.
- Reaffirm your commitment to providing excellent care.
- Keep your tone warm, professional, and sincere.
For negative reviews:
- Respond within 24–48 hours to show urgency and concern.
- Acknowledge the issue and provide direct contact information for follow-up.
- Outline the steps you’re taking to address the problem.
"In the customer’s mind the clock starts when he or she posts a negative review, and your reputation drops with every hour you delay providing a response. Bad reviews that remain unanswered signal to other customers you are disinterested. It also fuels the perception that the negative report by an angry customer was probably accurate." – Chip Bell
Display Reviews
Showcasing positive reviews can further boost trust and credibility. Highlighting testimonials on your website not only reassures potential clients but also strengthens your online presence. Studies show that reviews are trusted as much as personal recommendations.
Here are a few ways to display reviews effectively:
- Add a dedicated testimonials page featuring a variety of client feedback.
- Use review schema markup to improve your search engine visibility.
- Place standout testimonials on important pages like your homepage or service pages.
"Reviews are a key component of building trust with your potential customers and clients. They tell people what to expect when they work with you. They also tell the algorithms that your business is a legitimate business to work with, which increases the chance they will give you a high ranking. Overall, this helps you find success in your online marketing." – Erik J. Olson, Founder & CEO, Array Digital
Checklist Summary
Boost your local SEO efforts with this practical checklist. Follow these key actions to strengthen your local SEO strategy:
Google Business Profile (GBP) Optimization
- Claim and verify your GBP listing.
- Fill out every section of your profile completely.
- Select business categories that accurately represent your services.
- Upload clear, high-quality photos of your team, facility, and logo.
- Enable and track direct messaging to connect with customers.
- Share regular updates about your services, events, or promotions.
Website and Content Strategy
- Ensure your business name, address, and phone number (NAP) are consistent across your GBP, website, and directories.
- Naturally incorporate local keywords into your website content.
- Highlight client reviews prominently to build trust.
Review Management
- Set up a clear process for requesting reviews from customers.
- Respond quickly to both positive and negative reviews.
- Aim for a rating of at least 4.5 stars.
- Use QR codes or direct links to make leaving reviews simple.
- Watch for and address fake reviews as soon as possible.
"Google review count and score are factored into local search ranking: more reviews and positive ratings will probably improve a business’s local ranking." – Google
Directory Management
- List your business in relevant local and industry-specific directories.
- Make sure your NAP details in directories match your official profile.
- Remove duplicate or outdated listings to avoid confusion.
- Include local keywords in your directory descriptions.
- Regularly review and update your listings to keep them accurate.
