Can families find your care home locally?

1. The home’s website page.

• The home has a dedicated, indexable page with its real name and location.
• The page states residential, nursing, dementia or other care types accurately.
• The address, phone number and enquiry route are easy to find.
• Travel, visiting and local-area information helps people plan a visit.
• Real images show the home and are kept current.
• Regulatory information is linked and described accurately.
• The page explains the admissions or assessment process.
• Structured data references the correct organisation and location without inventing ratings.

2. Google Business Profile.

• The profile is claimed and controlled by an approved organisational account.
• The primary category reflects the service accurately.
• Name, address, phone and website URL match the website.
• Opening or contact hours reflect when calls are actually handled.
• Photos are current, useful and appropriately permitted.
• Services and attributes are completed only where accurate.
• Questions and answers are monitored for misinformation.
• Tracking parameters are added carefully without changing the public destination.

3. Important directories and sector listings.

• Major sector profiles point to the correct home and website page.
• Care types and facilities agree with the operator’s approved information.
• Duplicate or former listings are identified.
• Contact details are consistent across high-value listings.
• Old brand names and management details are corrected where possible.
• Inspection or regulator links point to the correct record.

Do not measure directory work by the number of listings created. Prioritise the surfaces families and search engines are likely to use, and maintain them.

4. Reviews and reputation signals.

• Review requests follow platform rules and do not pressure residents or families.
• Responses protect personal and care information.
• Negative feedback follows an approved escalation route.
• The website identifies the source when displaying review excerpts.
• Ratings are not manually marked up as aggregate data unless schema eligibility and source requirements are met.
• Recurring themes are shared with operational owners, not treated solely as marketing content.

5. Ownership and maintenance.

Local-platform features and policies change. Confirm current platform, regulatory and schema requirements before live implementation.