Imagine you’re on a scavenger hunt, but instead of searching for hidden treasure, you’re chasing down the search terms families type into Google when they’re trying to find care for a parent who’s struggling at home. That’s the reality of SEO for home care agencies: it’s one big keyword hunt. And the better your clues (aka keywords), the better your chances of being found.
Showing up in search results isn’t about picking the flashiest or most competitive term like “home care.” What really moves the needle is ranking for the words and phrases real people use when they’re worried, overwhelmed, or urgently trying to find help. Here’s the twist: those keywords don’t always match the language you use internally to describe your services.
You might describe your offerings as “personal care” or “private duty home care.” But a family caregiver might type in “help for my dad after a fall” or “in-home care near me for elderly parent.” If your website doesn’t reflect those more natural, conversational search terms, you could be missing out on qualified leads.
Put Yourself in the Shoes of a Family Caregiver
Keyword research starts with empathy. Picture the adult daughter whose dad has Alzheimer’s. She’s trying to work full-time, raise kids, and keep her dad safe at home. What would she Google late at night after another stressful day? “How to get help for parent with dementia,” or “Alzheimer’s care at home in Peoria.” Those are the phrases you want to focus on.
Try asking your intake team what families say when they call. Look at your FAQs. Pay attention to common concerns. All of those can spark keyword ideas that match what people are really searching for—not just what you want them to search.
Use Tools to Back Up Your Intuition
Once you’ve brainstormed a list of possible keywords, use tools like Google Keyword Planner, Ubersuggest, Moz, Semrush, or Ahrefs to check how often people search those terms and how competitive they are. A keyword like “elder care” might be highly searched, but also extremely competitive. Something more specific like “help for aging parent after surgery in Charleston” might have fewer searches—but those searchers are more likely to convert.
That’s the sweet spot: keywords that are specific, relevant to your services, and used by people who are ready to take the next step.
Try It, Track It, Tweak It
SEO isn’t a set-it-and-forget-it tactic. Keyword strategy is an ongoing process that involves testing, tracking, and refining over time. Try adding new keywords to your website copy, blog posts, page titles, and meta descriptions. Then watch your website analytics. Are more people finding you through organic search? Are they staying on the site longer? Are they calling or filling out your contact form?
If not, it might be time to shift your strategy. Add location-specific terms. Get more niche in your topics. Consider what your competitors are ranking for—and how you can fill in the gaps they’re missing.
Need Help Finding the Right Words? Let’s Talk.
Our home care SEO experts can help you fine-tune your keyword strategy, optimize your site content, and turn your website into your most powerful marketing tool. Reach out to us at 800.370.6580 and discover how we can help you unearth the keywords that get your agency noticed by the people who need you most.