When someone needs help at home, their search almost always starts online. They’ll pull out a phone, fire up Google, and start typing whatever they can think of in the moment. They may feel stressed, overwhelmed, or unsure what kind of care they even need. But they all share one behavior: they start with a search.
And that’s where your company either gets found, or disappears behind competitors who understand how those searches work.
To improve your visibility, you need to know what people actually type into Google and what signals help them choose one home care company over another.
What Families Really Type Into Google When Searching for Home Care
Home care is an at-need industry. People aren’t casually researching providers months in advance. They begin searching the moment a need arises: after a hospitalization, a fall, a diagnosis, or a sudden change in a parent’s abilities.
And most of them don’t know your company’s name yet. In fact, they likely don’t know any home care agencies at all.
A recent Caring.com survey showed:
- 60% of people searching for senior care have no knowledge of their local options.
- Only 15% start by Googling a company name.
- 73% begin with a generic search term, like “home care.”
In other words, people usually aren’t searching for you—they’re searching for what they think they need. Your SEO determines whether they discover your business during that moment of urgency.
What Search Terms Families Use Most Often
Google Trends data consistently shows that searches for “home care” continue to rise, outpacing interest in options like assisted living.
Top generic search terms include:
- home care
- home health care
- in-home care
- home health
- caregiver services
- private duty care
Related “longer phrase” search terms frequently used include:
- 24-hour home care near me
- Alzheimer’s home care
- home care agencies near me
- cost of home care
- post-hospital home care
These terms tell a clear story: people aren’t looking for broad categories; they’re looking for immediate solutions, local help, and answers to specific concerns.
This is why your SEO strategy needs to support both general and highly targeted search behavior. And it’s why home care providers who ignore SEO often end up invisible during the most important moment: the moment a family needs them.
Why Search Results Matter Just as Much as the Search Terms
Once you know what people are Googling, the next step is understanding what makes someone click (or call).
1. A Clear, Modern, Mobile-Friendly Website
People judge credibility instantly. If your website loads slowly, looks outdated, or feels confusing, they leave. A strong design signals professionalism, trust, and stability before they ever read a word of your content.
2. Educational Content That Builds Trust
People aren’t just searching for services. They’re searching for guidance.
They want answers to questions like:
-
- Does my parent need home care?
- What does a caregiver actually do?
- How much does home care cost?
- How do I know if memory loss is normal?
When your website answers these questions clearly and compassionately, your visitors stay longer and feel more confident reaching out.
3. Reviews That Reflect Real Experiences
Word-of-mouth is still powerful; it just happens online now.
According to Caring.com, 78% of searchers say that “the company’s customers” provide the most trustworthy senior care information.
That means your online reviews and website testimonials carry enormous weight. Home care companies with strong, recent reviews earn more inquiries. Those without them struggle, no matter how good their care may be.
Being Found Means Being Chosen
Search terms tell you what people are looking for. Your website shows them who you are. Your content proves you understand their needs. And your reviews validate that you deliver on your promises.
When all those pieces work together, those who need your services feel confident taking the next step with you.
Let corecubed Help You Show Up Where People Are Searching
At corecubed, we help home care agencies strengthen their SEO, clarify their messaging, and build the kind of online presence that consistently attracts—and converts—searchers.
If you want to understand what people are searching for and position your home care company to be their top choice, we’re here to help. Call our expert home care marketing team at 800.370.6580 to get started!