Aged care SEO for the
families doing the research.
Humming Web’s aged care SEO helps residential homes and home care providers get found, and chosen, by the people comparing options for a parent or partner. We build pages that answer the questions families bring from My Aged Care: where you are, what you offer, what it costs, how your quality rates and whether you have a place.
Our SEO analyst will review your homes and email the fixes worth doing first.
Trusted by Australian businesses
The search behind every
aged care enquiry.
Aged care SEO is the work of making a residential home or home care service visible and convincing at each step a family takes online, from the first “aged care near me” search to booking a tour.
- 1 Getting started
An assessment through My Aged Care
Families search for what the steps mean and what care is approved.
Page: a guide to getting started with you
- 2 Shortlisting
Searching by suburb and care type
Often for a parent’s suburb rather than their own.
Page: one page per home or service area
- 3 Comparing quality
Star Ratings and care
Star Ratings on My Aged Care, specialised care and staffing.
Page: quality and care, with your current rating
- 4 Working out costs
Fees and payment options
Fees, payment options and what’s included.
Page: fees explained in everyday terms
- 5 Touring and deciding
A visit and a conversation
Availability, a visit and a conversation with someone who knows the home.
Page: availability and tour booking
Aged care is one of the care sectors in our SEO by industry work, where the person searching is often not the person receiving care.
What families
type into Google.
“Near me” dominates aged care searches, and Google answers them with the map pack and the closest relevant homes. That makes a complete Business Profile and a strong page for each home the foundation of SEO for aged care.
Families also use older words. “Nursing home” still draws real volume, so we use it alongside “aged care home” rather than forcing one term. Home care searches behave differently: there’s no single address, so rankings come from area pages and your profile’s service areas, handled through local SEO services.
| Search | AU / month | Page that should rank |
|---|---|---|
| aged care near me | 9,900 | Home pages and Business Profiles |
| nursing care homes near me | 2,900 | Residential home pages |
| aged care facilities near me | 2,400 | Residential home pages |
| aged care services | 2,400 | Services overview |
| residential aged care | 1,900 | Residential care page |
| nursing home near me | 1,900 | Residential home pages |
| aged care homes near me | 1,000 | Residential home pages |
| in home aged care providers | 1,000 | Home care page by area |
| home care for elderly | 720 | Home care page by area |
Your Star Rating is already
part of your search results.
Families can see every government-funded home’s Star Rating in the My Aged Care Find a provider tool. Your website should explain yours, not hide from it.
New homes, homes under new ownership and recently reopened homes can take up to 12 months to get an Overall Star Rating. If that’s you, say so on the page, so a missing rating doesn’t read as a red flag.
- Residents’ Experience33%
Based on independent resident surveys. Publish: daily life, food, activities and how residents shape them.
- Compliance30%
How well you meet your aged care obligations. Publish: your registration, the strengthened Quality Standards and how you handle feedback.
- Staffing22%
The care time from nursing and personal care staff. Publish: your care team, roles and nursing cover.
- Quality Measures15%
Quality and safety of care across five key areas. Publish: how you monitor care and improve it.
How does your home look to a family searching tonight?
Get a free aged care SEO audit of your pages, Business Profiles and nearest competitors. No lock-in.
Turning the My Aged Care
checklist into pages.
My Aged Care tells families to research location, services, costs, quality and availability. We give each of those a page that can rank and convert.
See My Aged Care’s Find a provider guidance.
| Area | What we build | Example search |
|---|---|---|
| Location | A page and Business Profile for each home, with suburb, transport, parking and visiting details | nursing home plus suburb |
| Services | Residential care, respite and specialised care pages, plus home care pages by area | respite care plus suburb |
| Costs | A fees page in everyday language, with what’s included and who to call | aged care costs questions |
| Quality | Current Star Rating per home, what it measures and what you’re improving | brand plus reviews searches |
| Availability | Current places or waitlist, kept up to date, with tour booking | aged care vacancies plus area |
What our aged care
SEO services include.
Everything that affects how families find and judge you online, run by one team and reported monthly. From $780/month incl. GST.
Aged care marketing
families can trust.
Every provider on My Aged Care is regulated by the Aged Care Quality and Safety Commission, and every claim on your site is covered by consumer law. Accurate pages win more tours than polished ones. When a place opens and you need enquiries this week, we pair SEO with Meta ads management to reach families in your area, so your aged care digital marketing runs from one team and one report. Test any claim against the ACCC’s guidance on false or misleading claims.
5 claims to keep off your aged care website
- An old Star Rating. Show the current one, or none.
- “Best aged care in” a suburb. Superlatives you can’t prove.
- Stock photos as your home. Families tour and notice.
- Places you don’t have. A stale vacancy notice costs trust.
- Fees left out entirely. Costs are one of the five things families research.
SEO across the
care sector.
Providers that also deliver disability or health services can see SEO for NDIS providers and SEO for healthcare. Early learning operators have SEO for childcare centres.
NDIS providers
Registration and plan types stated clearly for participants and coordinators.
SEO for NDIS providersChildcare centres
NQS ratings, fees and enrolment searches through the year.
SEO for childcare centresHealthcare clinics
GPs and allied health, within Ahpra advertising rules.
SEO for healthcareFour specialists on your
aged care account.
The same people from the first audit to every monthly review call.
SEO lead
Decides which homes and services to grow first.
SEO analyst
Profiles, tracking and technical fixes.
Content writer
Home, fees and care pages for families.
Account executive
Your contact and monthly review call.
Aged care SEO questions.
What is aged care SEO?
Aged care SEO is search engine optimisation for residential homes and home care providers that helps families find and compare you on Google, Google Maps and AI search. It covers home and service pages, Business Profiles, fees and quality content, local links and enquiry tracking.
Who usually searches for aged care online?
Often a family member searches on behalf of a parent or partner, sometimes from another suburb or city. That's why your pages should name the suburb of each home, explain the steps plainly and make it easy to call or book a tour.
Should we show our Star Rating on our website?
Yes, if it's current and shown accurately. Families can already see it in the My Aged Care Find a provider tool, so explaining it on your page builds trust. If a new home doesn't have a rating yet, say why.
How much does aged care SEO cost?
Aged care SEO with Humming Web is set between $1,000 and $5,000 monthly. A single residential home needs one strong page and profile; a provider with several homes plus home care across regions needs a page and Business Profile for each. See SEO pricing for how we scope it. Local SEO starts from $780/month.
How long does aged care SEO take?
Most aged care providers notice Google Maps gains within two to three months, while tour and home care enquiries from search build over six to twelve months. Homes with an older website, or in a crowded metro region, take longer. Your monthly report shows those enquiries as they grow.
Does each aged care home need its own page?
Yes. Each home should have its own page and its own verified Business Profile, with its suburb, services, current Star Rating and availability. One page listing every home can't rank for each suburb.
Should an aged care home explain its costs on its website?
Yes, in plain terms. My Aged Care lists costs among the five things families should research, and providers charge different amounts. A clear fees page answers that search and filters enquiries before the first call.
Can AI tools like ChatGPT recommend our home?
Yes. AI tools draw on websites, Business Profiles and directories. Clear, consistent facts about each home's location, services, fees and quality make you easier to describe correctly and to cite.
Is SEO or Google Ads better for aged care?
The main difference is that Google Ads can fill a bed that's free this month, while SEO earns the rankings families find during weeks of research. A vacancy needs ads now; your home and care pages need SEO. We run Google Ads management as well, so both appear in one monthly report.
What if our new home doesn't have a Star Rating yet?
Say so on the home's page. My Aged Care notes that new homes, homes under new ownership and recently reopened homes can take up to 12 months to receive an Overall Star Rating. Explaining why there's no rating yet, and what families can look at instead, stops a blank from reading as a warning sign.
Be the home families
can trust from the first search.
Your free audit searches like a family would, for each of your homes or service areas, then lists the gaps and fixes in priority order.
- A page and profile per home
- Fees, quality and availability pages
- Tour requests reported monthly
- No lock-in contract
