Use LocalBusiness schema markup (not generic Organization markup). Include these fields: ‘name,’ ‘address,’ ‘telephone,’ ‘areaServed’ (list every city), ‘priceRange’ (e.g., ‘$20-$25/hour’), ‘knowsAbout’ (list your services: ‘in-home care,’ ‘dementia care,’ ‘post-surgical care’). Google reads this and understands your franchise better than competitors with basic markup.

Seed your Google Business Profile Q&A section with 5 questions families actually ask: (1) ‘How do I know if my parent needs in-home care?’ (2) ‘What’s the difference between companion care and medical care?’ (3) ‘How do you screen caregivers?’ (4) ‘Do you offer dementia care?’ (5) ‘What areas do you serve?’ Answer each with 2-3 sentences. Aggregators don’t have this. It’s free and moves you up in local results.

Build internal links strategically: Link from ‘Services’ → each service page. Link from each service page → ‘Why Choose Us.’ Link from ‘Why Choose Us’ → each city page. Link from each city page → ‘Contact’ or ‘Book a Caregiver.’ This helps Google understand your site structure and pushes ranking power to your money pages.

Publish a monthly ‘Senior Care Tips’ blog post (300-400 words) about seasonal concerns: summer heat safety for elderly, fall prevention tips, winter isolation prevention, medication management reminders. Add a local angle each month (e.g., ‘Senior Heat Safety in Phoenix’). This keeps your site ‘fresh’ in Google’s eyes and gives families another reason to trust you.

Use Google Search Console to track which pages rank for which keywords every month. Set up email alerts for new keywords you rank for. Track clicks and impressions. This tells you which pages are working and which need updates. Most franchisees never see this data — it’s why they don’t know they’re losing to aggregators.