The way families find home care agencies is changing fast. More people are turning to artificial intelligence (AI) tools like Grok, ChatGPT, and Claude to get quick answers to questions like, “What’s the best home care agency near me?” These tools are different from traditional search engines like Google because they provide direct answers instead of just listing websites. For home care agencies, which provide essential support for seniors and others needing help with daily tasks, this shift means you need to update your online presence to stay visible. Research shows that 82% of younger adults already use AI search tools at least occasionally (Authority Hacker), and by 2027, over 90 million U.S. adults are projected to use generative AI for online search (Statista).
I have already been informed by clients and prospective clients that people are claiming they found their home care agency through the use of ChatGPT.
Understanding AI Search
AI search tools utilize advanced technology to comprehend questions and provide answers conversationally. For example, if someone asks, “What services do home care agencies in Tulsa offer?” an AI tool might summarize information from trusted websites, reviews, or local listings. Unlike Google, which shows a list of links, AI tools often pick one or two sources they trust the most to answer the question. This means your agency needs to be seen as a reliable, high-quality source. Google uses guidelines called EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) to rank websites, and AI tools likely follow similar principles (Search Engine Land). By focusing on these qualities, your agency can shine in both traditional and AI search.
Why It Matters for Home Care Agencies
Families searching for home care often need answers quickly. With AI search growing—especially among younger generations who help make care decisions—your agency must be easy to find online. For instance, 90% of families search for home care agencies online, and 77% of adults over 50 want to age in place, making online visibility critical. A strong online presence not only helps you reach more clients but also builds trust, which AI tools prioritize when recommending agencies. Plus, a well-optimized online strategy can lead to more inquiries—one agency saw a 400% increase in organic traffic after improving their SEO (Grow Senior Care Marketing).
Key Strategies to Boost Your Online Presence
To make your home care agency stand out, focus on these five straightforward strategies. Each one helps build trust and makes it easier for both Google and AI tools to recommend your agency.
1. Strengthen Your Local Presence
Most families look for home care agencies in their area, so local search optimization is key. Here’s how to do it:
- Claim Your Google My Business Listing: Set up or update your free Google My Business profile with your agency’s name, address, phone number, and services. Add photos and regular updates to keep it fresh.
- Keep Information Consistent: Make sure your agency’s details are the same across all online directories, like Yelp or local senior care listings. Inconsistent information can confuse search engines and AI tools.
- Encourage Reviews: Ask happy clients to leave reviews on Google and Facebook. Positive reviews show trust and can boost your visibility. For example, agencies with strong reviews often see a 20-35% increase in local traffic.
Why It Helps: Reviews and local listings make your agency look trustworthy, which AI tools and Google value when suggesting services.
2. Create Helpful, Clear Content
Content that answers common questions about home care can make your agency a go-to source. AI tools often pull answers directly from well-written content. Try these steps:
- Build an FAQ Page: Create a page on your website answering questions like, “What does home care include?” or “How much does home care cost in [your city]?” Use simple, conversational language.
- Write Blog Posts: Share articles on topics like “Tips for Choosing a Home Care Agency” or “How to Support a Loved One Aging at Home.” These show your expertise and help AI tools find your content.
- Use Client Stories: With permission, share stories or testimonials that highlight your agency’s care quality. This builds trust and shows real-world experience.
Why It Helps: Clear, helpful content makes it easier for AI tools to recommend your agency as a reliable source (Mangools).
3. Make Your Website Easy for AI to Read
Your website needs to be user-friendly and accessible to AI tools. Here’s how:
- Ensure Mobile-Friendliness: Many searches happen on phones, so your website should look good and work well on mobile devices.
- Speed Up Your Site: A fast-loading website keeps visitors happy and helps AI tools access your content quickly. Aim for load times under one second.
- Use Structured Data: Add special code (called schema markup) to your website to highlight details like your services, location, and reviews. This helps AI understand your agency better (Search Engine Land).
Why It Helps: A technically sound website ensures AI tools can find and use your information easily.
4. Engage on Social Media
Social media is a great way to connect with your community and show you’re a trusted agency. Here’s what to do:
- Post Regularly: Share tips, updates, or client stories (with permission) on platforms like Facebook, Instagram, or LinkedIn.
- Respond to Comments: Answer questions and thank people for reviews to build a sense of community.
- Share Reviews: Highlight positive feedback on social media to show your agency’s quality.
Why It Helps: Active social media profiles signal to AI tools that your agency is engaged and trustworthy.
5. Build a Local Reputation
Being known in your community as a reliable home care provider boosts your visibility. Try these ideas:
- Partner with Local Groups: Work with senior centers, hospitals, or community organizations to be listed as a recommended provider. These partnerships can lead to valuable mentions on their websites.
- Contribute to Local Publications: Write articles for local newsletters or blogs about senior care topics to show your expertise.
- Get Involved: Attend or sponsor local events to build your agency’s reputation as a community leader.
Why It Helps: A strong local reputation makes your agency more likely to be recommended by AI tools and Google.
Specific Tips for AI Search Success
To make sure AI tools like Grok or ChatGPT pick your agency, try these targeted steps:
- Allow AI Access: Update your website’s settings (robots.txt file) to let AI tools read your content. For example, allow crawlers like OAI-SearchBot but block those that might misuse your data (Search Engine Land).
- Answer Questions Directly: Create content that directly answers common questions, like “What is home care?” or “How to find a caregiver in [your city]?” AI tools often use these answers in their responses.
- Keep Content Fresh: Update your website with recent dates to show your information is current. AI tools prefer up-to-date content.
- Use Clear Structure: Organize your website with headings and bullet points so AI can easily find key information.
| Strategy | Action | Benefit |
| Allow AI Access | Update robots.txt to allow AI crawlers like OAI-SearchBot | Ensures AI tools can read your content |
| Answer Questions Directly | Create FAQ pages with clear, conversational answers | Increases the chances of being featured in AI responses |
| Keep Content Fresh | Add visible update dates to pages | Signals to AI that your information is current |
| Use Clear Structure | Use headings, bullet points, and simple language | Makes content easy for AI to understand and recommend |
Action Plan for Home Care Owners
Here’s a simple checklist to get started:
- Check Your Online Listings: Review your website, Google My Business, and directory listings to ensure all details are correct and consistent.
- Improve Your Website: Make it mobile-friendly, fast, and easy to navigate. Add structured data to highlight your services.
- Create Helpful Content: Write blog posts or FAQs that answer common questions about home care. Update them regularly.
- Be Active on Social Media: Post weekly on Facebook, Instagram, or LinkedIn to share tips and engage with your community.
- Connect Locally: Reach out to senior centers or local groups to build partnerships and gain mentions.
- Track Your Progress: Use free tools like Google Analytics to see how your website is performing and adjust as needed.
If you’re not sure how your agency is performing online—or whether AI tools are even picking up your content—Grow Senior Care Marketing has offered to do a free online presence and web site assessment.
📊 Request a free website and online presence assessment
We’ll take a look at your current site, local listings, and visibility in AI-driven search—and give you practical suggestions you can act on immediately.
Just click here to book your free assessment.
Conclusion
The rise of AI search is changing how families find home care agencies—but with the right steps, you can stay ahead. By strengthening your local presence, creating helpful content, optimizing your website, engaging on social media, and building a trusted reputation, your agency can stand out in both Google and AI search results. These efforts not only help families find you but also show that you’re a caring, reliable choice.
Start with the checklist above—and if you’d like a second set of eyes, reach out for your free assessment and online presence strategy call.
Article provided by: Jeremy Fuller
