Question

Topic: SEO/SEM

How To Optimize Seo For "off Limit" Keywords

Posted by AriRose on 7/26/2016 at 7:49 PM ET 500 Points
I manage the online marketing for a chain of long-term care facilities. On the street, they are known as 'nursing homes', 'old age home', or 'convalescent hospitals'. These are the terms people are searching for. The problem is the business is moving away from that language, preferring more positive terms such as "nursing and care centers", "long term healthcare", "rehabilitation centers", "therapeutic healthcare centers" and "post-acute care."

The obvious challenge is to create page titles and keyword rich content that satisfies both the business, and the search engines/human visitors.

I am looking for strategies and suggestions that can help me accomplish that!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 7/26/2016 at 8:58 PM Member
    Why not use both terms on your webpages interchangeably: "Whether you call us a nursing home or a nursing and care center, we treat your loved ones...."?
  • Posted by mgoodman on 7/26/2016 at 9:08 PM Accepted
    SEO is less effective for gaining attention than it has ever been. Chasing a high page rank is becoming a frustrating and not-very-effective strategy.

    Even if that were not so, however, I'd be urging that you test the keywords and landing pages using Adwords. That way YOU can control the variables, specify what position you want, how many clicks you want, and how much you want to spend. And you can deliver the perfect message to each prospect instead of giving everyone too much information and/or potentially confusing them.

    If you are simply chasing SEO you'll have the answers to your questions about keywords and terminology based on real in-market experience, instead of relying on inside thinking and/or the opinions of people who don't know the answers any better than you do. And you can get the answers quickly -- days or weeks, not months or years.
  • Posted by Gary Bloomer on 7/27/2016 at 7:25 PM Member
    Which pages on what sites are you competing against and how do those pages rank?
  • Posted on 7/29/2016 at 5:24 PM Accepted
    You could write content specifically about the history of nursing homes and the evolution of the language surrounding them.
  • Posted by AriRose on 7/29/2016 at 6:10 PM Author
    Thanks for your input. Seems like no simple solution here.
  • Posted by saul.dobney on 8/1/2016 at 5:55 AM Accepted
    "What people commonly refer to as 'old age homes'...
    "You're looking for an 'Old age home' when in reality modern facilities...
    "When people talk about homes for old age people...
    "In your old age, home doesn't need to be...
    The outdated image of an 'old age home' has been transformed with modern services and care...

    You can write a glossary - old term - new term.
    Write pages like "Why "old age home" has been superceded by ..."

    Basically, focus on providing information and help to get people into the newer terminology and help them navigate the new terms and approaches and from that lead into the new services.
  • Posted by mgoodman on 8/1/2016 at 11:19 AM Moderator
    "... no simple solution here" doesn't seem to capture the sense of the input we've given. You didn't specify that the solution had to be "simple," and several suggestions seem pretty simple (at least to me).

    More importantly, we are also questioning the value of your stated objective: "... to create page titles and keyword rich content that satisfies both the business, and the search engines/human visitors." Maybe "keyword rich content" isn't worth very much from a business standpoint.
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