Category and attributes
Check your primary category is genuinely accurate — "Nursing home" and "Assisted living facility" are not interchangeable to Google, and the wrong one can quietly cost you visibility for the searches that matter most.
Photos, and how recent they are
A profile with four phone photos from three years ago tells a family very little. Aim for a genuine mix: bedrooms, communal spaces, the garden, the dining room, staff (with consent), and activities in progress — updated regularly rather than set once and forgotten.
Reviews and responses
Check every recent review has a reply, including — especially — the critical ones. A calm, non-defensive response is read closely by the next family considering you, often more closely than the original review.
Updates and posts
Google lets you post short updates directly to your listing — an event, a new activity, a milestone. Homes that post regularly read as active and cared-for. Homes with no posts in two years read the opposite way, whether or not it's true.
Accuracy of the basics
- Phone number that's actually answered during listed hours
- Opening hours correct, including any holiday exceptions
- Website link pointing to the right page, not a generic homepage
- Services list genuinely reflecting what you offer
None of this is difficult. It's simply nobody's job in most homes — which is exactly why it tends to be the single highest-return fix in a marketing audit.