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Meeting Your Online Audience

How to Develop and Maintain a Valuable Website PresenceValuable Website Presence

Connie Parsons, COOIlluminAge Communication Partners

www.illuminAge.comconnie@illuminAge.com

Your Audience Online46% Seniors 65% Adult Children

46% Seniors60% Adult Children

53% US Adults 82% Seniors (65+)87% Adult Children

Eight in Ten Caregivers

88% look online for health information, outpacing other internet users on every health topic included in

four survey, from looking up certain treatments to hospital ratings to end-of-life decisions.

Explore Learning Objectives

• Best practices for senior living website design, content and functionality

• Practical steps you can take to improve search engine rankings. Th d d l b it l i• The expanded role your website can play in nurturing your relationships with referral sources and families.

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“Good Design”

• Colors and contrast•Fonts and font size• White space• Graphics

Mobile Is Here

• 85% of US adults own a cell phone

• 53% of those are smartphones(Internet)(Internet)

• 35% over 45 own a smartphone

• 30% of client web traffic

Mobile Design

• Establish priorities• Simplify graphics• Stack content

R d bilit• Readability• Tap-ability• Same website!

Keep It Fresh Website Content

Primary servicesAmenities News & ActivitiesSt & TStory & TeamTestimonialsPhoto galleryNext steps

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Need sample w/story & team Content sample 1

Content sample 2 Next steps

Copywriting

• A page stands alone• Internal linking• Easy to read

D b it d• Dumb it down• Concise• Headings /

subheadings• Bullets

Copywriting samples

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A photo IS worth a thousand words

Photo Sources

Your Own • Professional• Staging

Stock• Wide selection• Search time

• People • Keep them fresh

• Use by others

Quality and size samples

Stock and Your Own Photo samples

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Results of Good Content

• Easy to use• Great first impression• Subject matter expert• A relationship – the next step!• And search engines

Website Optimization

• Organic Search Engine Optimization

• Local Search Engine RegistrationRegistration

• Paid search and ads

Organic Search Optimization

• Meta data• Content • Inbound links

Meta Data

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How Content Relates to SEO• Keyword density – words on the page help search• Current content – considered more relevant• More pages – optimize for more terms• Worthy – of valuable links and shares!

And• Engages your visitors (photos too!)• Supports your position as a SME

Copy for SEO

• 250-500 words• One key phrase per page• Used in first sentence• Used through page• SEO MOZ tip – 2-3 times

on a short page; 4-6 on a longer

• Include Geographic terms throughout

Image source http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization

Keyword Research

Content

Content

Inbound Links

• Trustworthy • Popularity• Relevancy

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Local Search

• Geographically driven• Includes a map• Ability to update your listing

Li k d t G l +• Linked to your Google+ page

Benefits of Organic SEO

• Return on activities that help your audience

• Content involved differentiates you• Avoids costly paid search campaigns• Avoids costly paid search campaigns• Long-lasting effects

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Start a Relationship

• Contact information• Calls to action• Blogging

E il k ti• Email marketing• Social media

Start a relationship

Contact & Calls to Action!

Leverage Your Website

• Publish to your blog• Create a library of

resources• Distribute across • Distribute across

multiple platforms• Drive traffic back to

your website

Tip! Your Blog and Online Marketing Webinar

URLwww.horizonhouse.org/wellness-program-key-active-independent-senior-living/

Page Name & HeadingThe Wellness Program: Key to Active, Independent Senior Living

Title TagWellness Program, Active Independent Senior Living | Seattle, WA

Description TagAt Horizon House, where active, independent senior living is a way of life, our Wellness Program is key to helping residents achieve their goals.

You’ve Got Mail!

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Email Marketing

“This is not your father’s Facebook.

It’s your It s your grandfather’s.”

Facebook Basics

• Page name• Facebook URL• Imagesg

Profile (180 x 180)Cover (315 x 851)

• Expectations

Posting with Gusto

• Timing• Visuals• Tagging• Likeability• QuestionsBack to your website for more!

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Be Someone I Like Content Is King• Newsletters / Activities Calendars / Menus• Special Events / Renovations / New Programs• Blog It!

• A photo is worth a thousand words!• A photo is worth a thousand words!

Today We Covered• Best practices for senior living website design,

content and functionality• Practical steps you can take to improve search

engine rankings. (Reduce or eliminate dependence on paid search and Yellow Page advertising.)

• The expanded role your website can play in nurturing your relationships with referral sources and families.

Relationships Grow Business

A Moving Target