Get found
Care Home SEO
Almost every private-pay enquiry now starts the same way: a family member, usually an adult daughter or son, types the name of your town and the words "care home" into Google. What they find in the next ninety seconds shapes their shortlist. Care home SEO is the work of making sure your home is on that shortlist.
Get My Free AuditWhy most care homes lose this search
Care home websites are usually built to describe the home, not to be found. They have one page called "Our Home", no pages targeting the surrounding towns, and no content answering the questions families ask before they ever pick up the phone.
Meanwhile the directories — the big aggregator sites that sell your enquiries back to you — have thousands of pages, each one targeting a specific town. They outrank you for your own catchment, then charge you for the lead.
The fix is not mysterious. It is structural: pages that match how families actually search, written with the authority Google now requires of anything health-related.
What's included
How we approach seo
Catchment keyword mapping
We map every town, village and postcode families realistically travel from, and identify the exact phrases they use — including the ones your competitors have not thought to target.
Location pages that earn their place
A genuinely useful page for each key area you serve, with real local context. Not the thin, duplicated town pages that Google now filters out.
Technical foundations
Site speed, mobile rendering, crawlability, internal linking and structured data — the unglamorous work that decides whether your good content ever gets seen.
Content built around real questions
Funding, CQC ratings, the difference between residential and nursing care, what to ask on a viewing. The questions families search for before they are ready to enquire.
Reporting that names the metric
Rankings matter only as a means to an end. We report on enquiries, and on which pages produced them.
Why care home SEO is different
Why this matters specifically in care
Google treats care as a "your money or your life" topic, which means it holds these pages to a higher standard of demonstrated expertise and trustworthiness than it would a retailer. Generic SEO tactics — keyword stuffing, spun location pages, thin content — do not just underperform here, they can actively suppress a site. Care content has to be genuinely authoritative, clearly attributed, and accurate about regulation. That is a constraint most agencies discover the expensive way.
Straight answers
SEO — frequently asked questions
How long does care home SEO take to work?
Technical fixes and Google Business Profile work can shift local visibility within weeks. Ranking for competitive town-level terms typically takes three to six months of consistent work. Anyone promising page one in thirty days is either misleading you or targeting terms nobody searches.
We already pay a directory for leads. Why do we need SEO?
Directory leads are rented — you stop paying, they stop arriving, and the same enquiry is often sold to several homes at once. SEO builds an asset you own. Most homes we talk to want to keep the directory running while they reduce their dependence on it, and that is a sensible way to sequence it.
Can you do SEO for a group with multiple homes?
Yes, and groups have a structural advantage — a well-organised group site can build authority that lifts every individual home. The common mistake is a single generic site that competes with itself across locations. Getting that architecture right early is worth a great deal.
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