Learn which categories and services top assisted living facilities list to reach families searching for senior care options. GMB Everywhere reveals competitor strategies and highlights the exact profile optimizations that set leading facilities apart.
Imagine a family searching for "assisted living near me" or "senior care facilities" on Google. They see a list of facilities—some at the top, some buried below.
Ever wonder why some assisted living facilities show up first while others don't? That's what we're going to explain. And don't worry—we'll keep it simple.
Your Google Business Profile (or GBP for short) is basically your facility's online business card on Google. It shows your name, location, phone number, hours, photos, and family reviews. When someone searches for assisted living or senior care, Google decides which facility profiles to show based on a few key things.
Google wants to show people the best, most relevant results. So it checks three main things about your business. Think of these as the "three pillars" that hold up your local ranking.
This sounds obvious, but many assisted living facilities have inconsistent information online. Google checks if your name, address, and phone number match everywhere—your website, business directories, and Google. If they don't match, Google gets confused and won't show your profile properly.
Quick check: Is your facility name spelled exactly the same on your website, directories, and Google profile?
When someone searches "memory care near me" or "senior living with nursing assistance," Google looks at your facility profile to see if you provide those services. If you haven't listed them, you won't show up—even if you offer those services.
This is where categories and services come in. We'll explain these in detail in the next section. For now, just know that telling Google exactly what you do is really important.
Google reads family reviews. Lots of positive reviews tell Google that families trust your facility. Replying to reviews shows you're responsive and caring. Both boost your search ranking.
Think about it: would you trust an assisted living facility with 3 reviews or one with 50+ positive reviews? Google thinks the same way.
Here's the good news: You don't need to be a tech expert to improve these things. Most of it just takes a few minutes to set up.
Now, let's dive deeper into the part that matters most for assisted living facilities: categories and services. Once you understand these, you'll be ahead of most facilities in your area.
Remember when we said Google needs to know what you do? This is where you tell it. Let's break this down into two simple parts.
Why this matters: Of all the things you can control on your Google Business Profile, categories have one of the biggest impacts on your local rankings. Pick the wrong ones, and you won't show up when families search. Pick the right ones, and you'll appear for the exact services you offer. Our case study proves that adding relevant categories doesn't hurt your rankings—it actually increases your visibility.
Think of categories like labels on a filing cabinet. Google uses them to sort businesses into groups. When someone searches "assisted living facility near me", Google opens the "Assisted living facility" folder and shows what's inside.
If your facility isn't in that folder, you won't show up. It's that simple.
You get to pick one primary category (your main label) and a few secondary categories (extra labels for other senior care services you offer).
Here's what a typical assisted living facility might choose:
Pro tip: Not sure which categories to pick? The checklist below will walk you through exactly how to find the best categories for your assisted living facility.
If categories are the folders, services are the specific items inside. They tell Google (and potential families) exactly what you offer.
Let's say someone searches "memory care near me." Google will check if you have that service listed. If you do, great—you'll show up. If you don't, Google assumes you don't provide it.
Think of it like a service menu. If a service isn't listed, families searching for it won't know to contact you.
Services an assisted living facility might list:
The more services you list, the more family searches you can show up for. Just make sure you actually provide what you list!
Here's a simple action plan:
Not sure where to start? The checklist below will guide you through the categories and services in just 20 to 25 minutes.
Work through each item below. By the end, your assisted living facility profile will be optimized for better local rankings and more family inquiries.
Explore optimization guides for similar senior care and assisted living services
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How to use:
Open any business on Google Maps - primary and secondary categories display automatically beside the profile
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How to use:
Search for any term on Google Maps - click the Local Scan button to compare all GBPs
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Open any business on Google Maps - click the 'AI' button beside the GBP to use AI features
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Open any business on Google Maps - click the 'Find more' button beside categories
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How to use:
Open any business on Google Maps - click the 'Basic Audit' button beside the GBP
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How to use:
Open any business on Google Maps - click the 'Review Audit' button beside the GBP
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How to use:
Open any business on Google Maps - click the 'Teleport' button beside the GBP
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How to use:
Open any business on Google Maps - click the 'Post Audit' button beside the GBP
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