With more and more senior living communities popping up all over the United States, especially in cities like Dallas, Minneapolis, and Atlanta, where new construction is booming, it’s easy to feel like you’re getting lost in the crowd. In order to differentiate your facility, don’t feel pressure to try and keep up with the Joneses; there’s no need to keep building newer, bigger buildings to keep up with new facilities being built around you. Instead, think digitally.
How to Market Better Than Your Senior Living Competitors
Whether you’re a large corporation or a stand-alone senior living facility, you can leverage your unique selling points so you’re easy to find online by the right people. According to Senior Living Healthcare Marketing Executive, Timothy Hodges, “adult children often visit up to 5 senior living communities on average prior to making a final decision, making it vital for providers to understand what people are seeing, being told and how they can effectively position their service offerings in the marketplace.”
One of the best ways to remain at the top of online search results is to be aware of what your competitors are doing through competitive tracking. This way, you can evolve how you market yourself based on these insights. Read below to learn about competitive tracking and how it can benefit your business.
What Does Competition Tracking Mean?
Competitive tracking, also known as competitive analysis, is the process of researching the backlinks, site structure, content, and keywords of sites that have similar content to yours. This way you can find out other assisted living facilities’ strengths and weaknesses compared with your own. The more you understand your competitors, the easier it can be for you to pinpoint what makes you different and special, and ultimately leverage different aspects of your business that make you stand out (and your lead conversion better).
Why Is Competition Research Important?
Competitive analysis helps you understand why clients are choosing to use other senior living facilities and how they are marketing themselves. When you use tracking programs, competitors won’t know. You will see where you rank compared to the rank of your competitors.
Competitive Tracking will help you:
• find what keywords your competitors are trying to rank for.
• find content your competitors are using to draw traffic.
• find backlinks that your competitors have and you don’t.
With this information, you will discover new tactics that you can use from multiple competitors and have a better chance at beating them all.
How to Track Your SEO Competitors
Most competitive research and analysis is done with specialized software written by companies that scrape the Internet regularly, almost like Google, in order to have historical data on a large part of the Internet. And don’t worry, it’s not spying. When gathering data, you’re collecting public information that is readily available on the web. Plus, your competitors are doing this, too, so it’s good to stay up-to-date.
1. Find Your Competitors
You may already know some of your competitors, but without the right tools to find them, you may just be guessing. While you can compare one search term at a time, tracking tools can compare thousands and determine which are most valuable for traffic. In fact, the only way to analyze a large amount of data at once is with a domain analysis tool. Want to test it out? Try using the Top Search Competitors section on Moz.
Competitive tracking tools usually use historical keyword ranking data from a large part of the internet. And even though this may not be quite as extensive as Google, they have to get their data by scraping search results. They compare keywords on your site to those on sites that rank high in Google to find similar sites. You can then use those sites for the next steps to find opportunities to make your site rank higher.
2. Find Keywords You Aren’t Using
To find long-tail keywords you’re not using on your website and landing pages, do a keyword gap analysis. Much like with competitive analysis, this is best done with the right tool. Try doing a keyword gap analysis with Semrush. Most tools, like Semrush, let you input your domain and those of one or more competitors. The tool will then return keywords you don’t have on your site that competitors do. These results usually come with search traffic stats so you can focus on high traffic keywords first. Once you’ve nailed down the keywords you don’t have, start integrating them into your site.
3. Find Content You Don’t Have
Keywords are one thing, but they are nothing without useful content around them. Long tail keywords can help boost your ranking in a search, but without solid, relevant content, a potential consumer won’t stick around on your website or take that next step of using your services.
Some of the best ideas for your content could come from your competition. By analyzing your competition’s content, you can gain a better understanding of what your customers want, and what you’re not currently providing them. The good news is, this step doesn’t require specialized software. The bad news? It can take some work. However, there are tools that will find the top content of competitors like Moz that will point you to which type of content to focus on first.
4. Find Sites That Will Link to You
Although Google has many ranking factors, one that they have had from the beginning was backlinks. When a reputable site links to yours, Google considers it a “vote” for your site’s quality and each link will give you more “juice” to increase your rank in Google results. Even if a site has the best content, if no one links to it, it will never be found.
It’s good to note, though, that not all links are the same. By analyzing your competitors’ backlinks with specialized software, you can find the links that count the most for your competitors and use them for your own link building campaign. A great backlink checker tool to try is Ahrefs.
5. Track How Your Site Stacks Up Against Them
Competitive tracking doesn’t stop at you tracking the competition. Tracking your own rank is a necessity. While tracking the rank of competitors helps you see where you stand in comparison to them, it also gives you an instant indication when your competitors are trying something new to rank higher. You can then investigate how your competitors increased their rank and do the same using a rank tracking tool like Ahrefs.
Want to Use Competitive Research to Set Yourself Apart?
Contact SeniorVu. They use a state-of-the-art sales, marketing, and employment engagement platform that gives senior living communities control of their leads, brand, time, and money. Their technology, combined with a highly proficient contact center and support team, means 100% of inquiries are reached within minutes. With real-time analytics, communities can determine where and when to spend their marketing dollars. After analyzing aggregated data from more than 600 communities, SeniorVu delivers repeatable and predictable results to their senior living clients.