▲ Now tracking visibility across Google, ChatGPT, Perplexity, Claude, Gemini & AI Overviews
Aged care is one of the most researched, most emotional decisions a family ever makes, and almost all of it now starts online. We help home care providers, residential facilities and retirement communities win the searches that turn worried families into placements and rostered hours.
Care enquiries arrive day and night, not in business hours
A daughter searching for care for her father is not comparing features on a spreadsheet. She is frightened, time-poor, and looking for a provider she can hand her parent to without guilt. That decision is made across weeks of Google searches, review-reading, ChatGPT questions and quiet late-night browsing, long before anyone picks up the phone.
Most aged care marketing speaks to the wrong person at the wrong moment. It talks about the facility when the family is still asking whether home care would be enough, or whether Mum even qualifies for a package. The providers that fill beds and rosters meet families upstream, at the “how do I”, “what does it cost” and “is it time” questions that begin the journey.
Our work spans the whole sector: in-home care and Home Care Packages, residential aged care, respite, and retirement living. The funding, compliance and language differ across each, but the structural challenge is the same, a long, high-stakes, deeply human decision that is increasingly shaped by what an answer engine says about you.
We treat aged care as a trust-and-visibility program. The technical SEO is done properly, local visibility is built suburb by suburb, and the answer-engine work is built in from day one so that when a family asks an AI which provider to trust, your name is in the answer.
The result is a steady, measurable pipeline of genuinely in-market families and referrers, not vanity traffic, tied back to the enquiries, tours and placements that actually grow occupancy.
Aged care buyers move between search, maps, social and AI engines in a single evening. We run them as one program so no enquiry falls through the gap.
01
Region and suburb pages plus Google Business Profiles for every site, so you show up the moment a family searches for care nearby.
Search campaigns for high-intent, in-market queries, call-tracked so the intake team can hear exactly what is working.
03
Social
Reach the adult children who make the decision, and warm referrers, with reassurance-led content and retargeting.
04
AEO
Structured, authoritative content so ChatGPT, Perplexity and Google AI Overviews recommend you when families ask them who to trust.
01
Warm, plain-English content that answers the real questions families and referrers ask, and earns the authority that ranks and gets cited by AI.
02
Every facility and service area found in search and maps, with profiles, pages and reviews managed site by site.
03
Call tracking and CRM integration so every tour and placement is tied back to the channel that produced it.
04
Structured data and authoritative content so you are the provider AI engines name when families ask who to trust.
We map your current visibility, occupancy drivers, competitors and the searches families actually use across every service line.
We plan the content, site structure and channel mix around the journey, from “is it time” through to “book a tour”.
We build the pages, manage the profiles, run the campaigns and produce the content that captures in-market families.
We report monthly on enquiries and placements, review each quarter, and reinvest in what is filling beds and rosters.
We map the real language families use, group it by where they are in the journey, then target the clusters you can realistically win, not the vanity terms that never convert.
01
Early research
The worried, upstream questions that begin the journey, months before an enquiry.
Consideration
The practical questions that unlock action once a family is ready.
03
High intent
Ready-to-enquire searches tied to a suburb or region.
04
Reassurance searches that decide the shortlist.
05
Needs match
People matching a specific care need to a provider.
Professional
GPs, hospitals and allied health looking for a provider to refer to.
Every cluster is scored on demand, difficulty and commercial value before we commit a dollar, so the program compounds toward occupancy rather than chasing traffic.
The buyer is rarely the resident, it is an adult child or referrer, the decision is emotional and high-stakes, and it plays out over weeks. We build content and campaigns around that real journey and the people who actually make the choice, not just a keyword list.
Yes. We manage location-level pages, Google Business Profiles and reviews for each site or region, with a dashboard that shows enquiries and occupancy drivers per location.
Yes. Funding and eligibility questions are some of the highest-intent searches in the sector. We produce clear, compliant explainer content that captures families right when they are ready to act.
Heavily. Engines like ChatGPT, Perplexity and Google AI Overviews build answers from the same signals strong SEO produces: clean technical health, structured data, authoritative content and real reviews. We treat SEO and answer-engine optimisation as one program so every gain compounds into AI-search visibility.
Paid channels can produce enquiries within weeks. SEO and authority building compound over months, which is why we run both, quick wins while the durable pipeline grows underneath.
Yes. We work with your current site and integrate call and enquiry tracking into the CRM you already use, so intake and marketing see the same picture. If the site is holding results back we will say so and fix what matters, rather than pushing an unnecessary rebuild.
The exact framework our team uses to grow occupancy for home care and residential providers. Content journey, local setup, referrer outreach and the enquiry tracking most agencies skip.
// Aged Care Playbook
Fill every bed and roster.
18pp
Book a free aged care marketing audit and we will show you exactly where the in-market families are, and how to reach them first.
Senior strategist · No lock-in · Plain-English report
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