How to Audit Your Senior Living Website

A website audit tells you what's working, what's broken, and what to fix first. For senior living communities, the goal is simple: make it easier for families to find you when they search. Here's how to run an audit that actually drives improvement.

What You'll Need

• Access to your website (CMS, hosting, or developer)
• Google Search Console (free)
• Google Analytics or similar
• Your Google Business Profile login
• 2–4 hours for a thorough first pass

Step 1: Technical Health

Crawl and index. In Search Console, check Coverage and Sitemaps. Are important pages indexed? Are any blocked or errored? Fix crawl blocks and submit a clean sitemap.

Page speed. Use PageSpeed Insights on your homepage and top 5–10 landing pages. Note Core Web Vitals. Slow pages hurt rankings and conversions. Prioritize the biggest wins: image optimization, caching, and reducing render-blocking resources.

Mobile experience. Test your site on a real phone. Can users read content, tap buttons, and submit forms? Google's mobile-first indexing means your mobile version matters most.

HTTPS and security. Ensure your site loads over HTTPS everywhere. Check for mixed content warnings. Fix any security issues Search Console reports.

Step 2: On-Page SEO

Title tags. Every page should have a unique title (under 60 characters) with the primary keyword. Location pages should include the city or region. Use Search Console or a crawler to audit all pages.

Meta descriptions. Write unique descriptions (under 160 characters) for key pages. They influence click-through rate from search results.

Headers. Use H1 for the main page heading (one per page). Use H2/H3 for sections. Include keywords where natural. Don't stuff—write for humans.

Internal links. Are important pages (location pages, services, blog) linked from the homepage and other high-authority pages? Orphaned pages are hard for Google to discover and value.

For a full checklist, see our senior living SEO checklist.

Step 3: Content Quality

Thin content. Pages with little unique content rarely rank. Identify pages under 300 words. Expand them or consolidate with stronger pages.

Duplicate content. Same or near-identical content across multiple pages (e.g., location pages with only the city name changed) can dilute rankings. Make each page unique.

Outdated content. Stale statistics, broken links, and old information hurt trust. Update or remove outdated pages.

Keyword alignment. Does your content match how families search? Use keyword research to map content to real queries. Fill gaps.

Step 4: Local SEO

Google Business Profile. Is it claimed, verified, and complete? Check categories, services, attributes, photos, and posts. Inconsistencies and gaps hurt local visibility.

NAP consistency. Name, address, and phone must match exactly on your website, GBP, and every directory. Audit your citations. Fix any mismatches.

Location pages. Do you have dedicated pages for each market? Each should have unique content—not just a city name swap. Include local keywords, neighborhood context, and clear CTAs.

Reviews. Are you getting reviews? Responding to them? Reviews influence local rankings and family decisions. See Google Business Profile tips for memory care.

Step 5: Prioritize and Act

Rank your findings by impact and effort. Fix critical technical issues first. Then address on-page and content gaps. Local SEO improvements often deliver quick wins for senior living.

Document what you find and track progress. Re-audit in 3–6 months to measure improvement.

Need help? Request a strategy call for a professional audit, or use our senior living SEO checklist as a self-audit framework.