When families search for senior living communities, they’re searching for more than just another service. They’re stepping into an unfamiliar and emotional phase of life, one that often feels overwhelming, emotional, and urgent. Every detail they find online helps them decide whether a community feels trustworthy and organized. If they come across different addresses or phone numbers on Google, Bing, or online directories, it can be confusing and cause confidence to fade quickly.
Search engines respond in much the same way. Inconsistent business information sends mixed signals about your credibility, making it harder for your community to appear in local search results. On the other hand, when your listings match across platforms, it tells both families and search engines the same thing: your community is an established community that can be trusted.
Why NAP Consistency Is a Big Deal in Local Search
Search Engines Look for Patterns They Can Trust
Google and Bing use NAP (name, address, phone number) data as a trust signal. When your business shows up the same way across every platform, it confirms you are who you say you are. That consistency makes it more likely that search engines will recommend your community to people searching for senior living in your area.
If your business name is slightly different on Yelp than it is on your Google Business Profile, or if the phone number listed on Bing doesn’t match what’s on your website, it creates doubt in the algorithm. That means lower visibility, and fewer families finding you online.
Accuracy Can Improve Your Rankings
Having consistent NAP data helps your community show up more reliably in local map packs and search results. Even if everything looks fine on your website, inconsistent information elsewhere online could be keeping you from ranking well. Think of your NAP like your digital business card. If it’s clear and matching everywhere, search engines can confidently pass it along.
Using Call Tracking Without Losing Consistency
Call Tracking Done Right
A lot of communities use call tracking to measure the effectiveness of marketing campaigns, and that’s smart. But if you only list your call tracking number on your Google Business Profile (GBP) and skip the original number altogether, it may create a disconnect.
The Right Way to Set It Up
On GBP, list your call tracking number as the primary, and then add your main business line as the secondary. This setup lets you gather call data without damaging your NAP consistency. This way, families can always reach you, and search engines stay happy.
Trust Is the Deciding Factor in Senior Living
In This Industry, Credibility Isn’t Optional
For families choosing a senior living community, trust is everything. More than comparing prices or amenities, they’re trying to decide who’s going to care for their mom or dad. And they often have to make that decision quickly.
The Cost of Inconsistent Listings
Imagine this: A family finds your community on Bing and calls the number listed, but it’s disconnected. Then they find a different phone number on Yelp that connects them to another location, leaving them frustrated by the time they reach your front desk. You’ve lost credibility before the conversation even begins. When listings don’t line up, families may question whether your community is reliable. And in this space, trust turns inquiries into tours.
Common Mistakes We See in Senior Living Listings
1. Using Different Versions of Your Community’s Name
“The Meadows at Oakview” on one listing and, “Oakview Senior Living” on another might seem like a small thing, but it’s not. Search engines treat these as different businesses. So do some families. Keep your community name consistent and official across every listing platform.
2. Forgetting to Update After Changes
Did your phone number change? Did you move buildings? Even if it’s been a while, old listings can still linger online. If they’re not updated, they create confusion and broken connections.
3. Leaving Listings Incomplete
Missing categories, business hours, photos, or descriptions might seem harmless, but it weakens your online presence. Search engines are less likely to prioritize incomplete listings.
What We Use to Keep Listings Clean and Current
One Tool, Many Platforms
At Tilladelse, we use Birdeye to manage directory listings. It syncs your community’s information across Google, Bing, Apple Maps, and dozens of other sites. That means you only have to make a change once for it to update everywhere.
Bonus: All Your Reviews in One Place
Birdeye also gathers reviews from sites like Facebook, Caring.com, and A Place for Mom. That way, you can keep track of what families are saying about your community. This kind of visibility helps your team stay proactive and maintain a trustworthy reputation.
Consistency Builds Confidence
Families are looking for clear, dependable information when they search for senior living. If your listings are inconsistent, they may not call back after reaching the wrong number. Consistency in your NAP data is both an SEO task and a reflection of your credibility. It helps Google trust your brand. More importantly, it helps families feel confident choosing you.
Why Senior Living Communities Trust Tilladelse
At Tilladelse, we specialize in senior living marketing. We don’t just know SEO, we understand the weight of the decisions families are making and the pressure marketing teams feel to deliver results.
That’s why we focus on clarity, trust, and connection in everything we do. With the right tools and guidance, we help your community show up where it matters so more families find you and feel confident reaching out.
Ready to get your listings in order? Let’s talk.
