Why make SEO an integral of your marketing strategy for 55+ communities? Because about 80% of users ages 55 and over are online, and you want them to find you. Of those online users, most are spending at least six hours a day online and own an average of five different devices. That represents opportunities to connect with your prospective customers that you don’t want to miss.
Know who you’re talking to
Of the 55+ cohort, the younger consumers are more affluent and more highly educated, and report owning and using various technologies at rates similar to all adults under the age of 65. When it comes to technology, or anything else, don’t make the mistake of lumping your 55+ consumer into the same age-defined group that includes 80+ and think your messaging is going to resonate.
Focus on topics your customers are already searching for
Reaching this buyer is less about age, and more about fit – especially if you’re a marketer for a homebuilder or master-planned developer. To win the hearts (and dollars) of this crowd, your offering needs to connect with what they value. Create prominent pages for the most important topics – for 55+ communities, lifestyle and community storytelling are essential, as are amenities and floorplans.
Secondary topics are important too, and work well in a blog. Consistently adding and updating content on your site encourages bots to crawl and index it more frequently. It also keeps information fresh and current for your users. Focusing on blog content like location benefits, social groups and how-to articles (think How to Craft the Perfect Charcuterie Board or 5 Day Trips You Can’t Miss) facilitates hits for those keywords while leaving vital homepage real estate for priority components.
Create a positive user experience
This group has experience in buying a home. They don’t want to be sold to or talked down to, and they tend to have little patience for processes that don’t provide the information they need in a straightforward manner. Organize your website in a way that’s easy to navigate, with minimal clicks to get to key information. Does the information address your customers’ most frequently asked questions, and is it easy to get to? A thoughtful and transparent user experience also makes it simple for bots to index your site, which increases the likelihood of showing up in searches.
Google follows a mobile-first indexing approach, meaning they rely on your mobile site first, and look at your desktop version second. Your site needs to provide an enjoyable customer experience at all stages of the buying journey, on both platforms.
Optimize behind the scenes, too
A compelling meta description will earn you more clicks to your website. Alt text for every image is vital – not only does it give the indexing bots more to crawl, but it also provides a better experience for visually impaired users using text-to-speech software. Posting content and engaging with users on your social channels, and encouraging them to share your website or blogs, also can boost your SEO.
Analyze and improve
Today’s oldest Gen X-ers are 56 years old. Connecting with this cohort isn’t only about Baby Boomers now, and the priorities and preferences of the 55+ group will continue to shift in the years ahead. Monitor what’s performing and what isn’t. Do new keyword research. Refresh, update or even remove pages as needed. Effective SEO is all about keeping a finger on the pulse of your customers, and what they care about. So, as with any audience, always be optimizing.
Ready to level up your 55+ strategy? Or just want to boost your SEO presence? We’d love to help. Reach out to Barbara at barbara@wickmarketing.com or (512) 479-9834.
