For senior living communities, showing up in Google’s Map Pack can be the difference between getting noticed and being skipped over. When families search for care nearby, your visibility in local search plays a major role in whether they reach out.
Improving your Map rankings comes down to a few core areas: how complete and accurate your Google Business Profile is, how consistent your information is across the internet, and how well your website reinforces what your listing says.
This article walks through what we’ve seen make the biggest impact for senior living communities that want to improve visibility and attract more qualified leads.
Optimizing Your Google Business Profile
Start With the Basics That Influence Ranking
Google looks for complete and accurate listings. Start by reviewing the basics: your name, address, and phone number should match your website and other directories exactly. Choose the most accurate primary category for your community, such as “Assisted Living Facility,” and list additional care types. Currently, the available categories for senior living are: Nursing Home, Retirement Home, Retirement Community, and Aged Care.
Your business description should clearly state what care levels you provide, where you’re located, and who you serve. Keep it clear, human, and helpful.
Keep Photos Fresh and Engaging
While Google hasn’t confirmed that regular photo updates directly improve rankings, many local SEO professionals have observed a connection between photo activity and better engagement, especially for listings that consistently upload new, relevant images. That engagement can contribute to stronger performance over time.
Add recent images every couple of months that show welcoming, everyday moments in your community. Highlight activities, team interactions, or inviting common spaces. Avoid sterile, empty rooms or overly polished exteriors.
Use the “Products” Section to Feature Your Services
The “Products” isn’t just for product-based companies. In senior living, listing each of your services and care types as a ‘product’ helps your profile appear in specific intent-driven searches, such as ‘Memory Care in Scottsdale’ or ‘Respite Care near me.’ It also helps prospects quickly scan for the services they care about most.
Use Posts to Extend the Value of Existing Content
Posting to your GBP likely won’t have a strong direct effect on rankings, but it’s a quick way to show that your community is active and engaged. If you’re already writing blog posts or creating event pages, it takes very little effort to repurpose that same content into a GBP post.
This is especially useful when families are scanning listings and looking for signs of recent activity.
Prioritize Reviews and Engagement
Reviews are one of the most influential factors in how your community ranks in Google’s local results. Google looks at quantity, quality, recency, and variety, and families do too. Strong reviews build trust and visibility at the same time.
While getting reviews is still important, many senior living teams don’t have time to monitor every platform or manage responses manually. That’s where tools like Birdeye help. We use Birdeye in our Review Management service so you can see and respond to reviews from across the web in one place. It simplifies the process and helps your team stay responsive and visible where it matters most.
Learn more about Review Management Strategy
Clean Up Your Listings and Directories
Google’s goal is to serve the most trustworthy and relevant results. When your business information is consistent across the internet, it reinforces that trust. If your name, address, or phone number (NAP) appears differently on various platforms, it can create doubt and lower your chances of appearing in the top results.
Listing Management Tools can help monitor and sync your listings automatically, ensuring your information is accurate across directories like Yelp, Bing, Apple Maps, and senior living platforms like Caring.com or A Place for Mom.
Explore our Listing Management services
Website SEO and GBP Work Together
The good news is that several best practices for local SEO also support your Google Business Profile rankings. These include:
- Clear service pages for each care level
- Consistent NAP (name, address, phone number) across your site and GBP
- Schema markup to help search engines understand your services
- Location-specific content to support relevance
These steps help Google connect the dots between your website and your profile, improving your presence in both.
Learn more about Senior Living SEO
Why Map Rankings Should Be on Your Radar
In senior living marketing, searchers aren’t your typical browsers. They’re decision-makers looking for answers quickly. If your community’s Google Business Profile and directory listings are outdated, inactive, or misaligned with your broader strategy, you’re not just losing rankings. You’re losing qualified leads. Thankfully, the solution is easy. Rather than a full rebrand or months of work, all you need is a little consistency and attention to detail.
Think of visibility in local search as your community’s digital curb appeal. When it’s well-maintained and thoughtfully managed, it invites people in. When it’s not, they keep scrolling.
Why Tilladelse Is Built for This Work
At Tilladelse, we work with senior living organizations to help them strengthen visibility and connect with the right audience at the right time. We don’t just optimize listings, we align your entire digital presence with how real people search, evaluate, and decide. From local SEO to full-funnel content strategies, our work is grounded in the realities of your industry and built to deliver results you can measure.
