People seeking information about retirement communities for their aging parents naturally turn to the internet for guidance. Search queries regarding retirement communities generally involve five topics:

• Location of the retirement community
• Amenities/lifestyle/activities
• Accessibility of health professionals (on-site nurses, aides, etc)
• Safety and security measures implemented by the community
• Suitability of the living unit

Unless a retirement community's website uses proven inbound marketing techniques to make their site more visible to search engines--especially Google's complicated Penguin algorithms--people looking for the perfect place for their aging parents to live will never know your community exists.

Top 5 Topics Your Retirement Community Needs to Dominate in the Conversation on Senior Care

1. Location

Incorporating geographical keywords into site content such as city and state names, local attractions specific to that area, hospitals, seasonal events, churches and parks are just some of the things people query when searching for a retirement community. If your community is in a smaller city, mention the closest, more well-known city to improve your site's chances of being picked up by a search engine crawler. For example, if a retirement community is in Oak Hills, a town with a population of less than 5000, but Oak Hills is 20 miles from Austin, Texas, include "Austin, Texas" when describing where the community is located.

2. Amenities and Lifestyle

Adult children want their parents to live in an active, interesting and enjoyable retirement community where they are not left just sitting in their apartment watching television. Devote a considerable portion of your website to describing activity programs available at the community, if day trips are offered, the name and qualifications of the activity director and any other lifestyle enhancements offered at your retirement community.

Since inbound marketing methods rely heavily on keyword phrases used in search queries, consider employing a professional digital marketing agency to build content supported by keywords attractive to Google search algorithms.

3. On-Site Medical Assistance

Depending on the size of the retirement community, one or more registered nurses, licensed practical nurses and an on-call physicians should be available at all times. Accessibility to a  fully equipped first aid station and proximity to medical facilities are additional topics that are extremely important to adults searching for exceptional retirement communities. Detailing the qualifications of on-site medical professionals and writing a short biography of nurses, aides and attending physicians also makes the community more attractive and enhances the site's searchability.

4. Safety and Security of Residents

Does the retirement community employ security guards? Is it a gated community? Is each unit equipped with emergency assistance intercoms? How quickly will a resident receive assistance when they need it? What is the crime rate in the area? Adult children want to make sure their parents are going to be safe in their new home so offering detailed content about security methods used by your retirement community is vital to becoming an authoritative voice in the senior care field.

5. Living Unit Features

Are there grab bars in the bathroom and throughout the unit? Is it spacious without being overwhelming to an elderly person? Is it completely furnished? How often does housekeeping clean each unit? Adult children want answers to these types of questions when searching for retirement community facilities. Describing living areas as fully and attractively as possible using appropriate keywords are proven techniques that will make your site rank as one of the authoritative, "go-to" websites concerning senior care.

The Bottom Line

As the population ages and seniors are living longer than ever, the retirement community industry will develop into one of the more competitive industries vying for a top spot on Google's search pages. Consequently, it is vital to your retirement community's website to develop a strong inbound marketing campaign with the assistance of a digital marketing agency to remain dominant in this rapidly growing field.