The Impact of Generative AI on Senior Living Marketing

Did you know there are about 6,000 searches per hour in the U.S. related to senior living communities? This translates to approximately 4.3 million searches per month. These figures can fluctuate due to factors such as seasonality, location, and evolving user behavior, but these numbers show just how important maintaining a search presence is.  

Generative AI is redefining how consumers search for information. In fact, according to recent data by Salesforce, around 45% of the US population is using generative AI.  Senior living communities must adapt to remain visible and competitive in this evolving space. Read on to understand how generative AI is changing search behaviors, the key differences between generative AI and traditional search engines, and actionable strategies senior living marketers can use to thrive in AI-driven searches.

How Generative AI is Changing Search Behavior

Traditionally, search engines like Google rely on users inputting specific keywords to receive a list of ranked links. With generative AI, such as ChatGPT or Google’s AI-powered search tools, users get direct, conversational answers to their queries, often without clicking on a single link.

For example:

• Traditional Search: Users search “senior living communities near me” and choose from a list of websites.
• Generative AI Search: Users ask, “What are the best senior living communities near me?” and receive a curated answer based on data from multiple sources.

This shift simplifies the user experience but limits the visibility of businesses not optimized for AI-based search results.

Key Differences: Generative AI vs. Traditional Search

How traditional search engines and generative ai searches algorithms operate are similar in some ways, but different in others. Here are some key differences:  

1. Search Intent and Engagement:
   • Traditional Search: Focuses on delivering a list of options, relying on users to research and decide.
   • Generative AI Search: Offers pre-synthesized answers, often summarizing the best options based on aggregated content.
2. Content Focus:
   • Traditional Search: Rewards keyword optimization and backlinks.
   • Generative AI Search: Prioritizes authoritative, structured, and data-rich content that aligns with natural language queries.
3. Visibility:
   • Traditional Search: Businesses rank higher through optimized content and domain authority.
   • Generative AI Search: Highlights businesses mentioned in reputable directories, reviews, and cited as trusted sources.

What does that mean for your senior living community’s SEO strategy? You may need to focus on two related, but separate strategies in order to grow visibility in both areas. 

Adapting Senior Living Marketing Strategies for Generative AI

According to an emarketer study, 44% of Millennials (ages 28-43)  are currently utilizing Generative AI. That number is predicted to jump to 52% in 2025. Similarly, Gen X (ages 44-59) adoption of AI is 31%, and is predicted to grow to 36% in 2025. So if you think your audience is not leveraging this new search method, think again. 

To maintain visibility in this new era, senior living communities need to align their SEO strategies with the demands of generative AI. Here are the critical steps:

1. 1. Focus on Additional Keywords:
      • As mentioned above, the phrases searchers use are different on each platform. You will want to add more question based and conversational keywords to the list of keywords you are targeting and tracking. 
   2. Create Authoritative Content:
      • Develop high-quality, engaging, and relevant content that directly addresses common questions, such as “What is the difference between assisted living and memory care?” or “How do I choose the right senior living community?”
      • Incorporate original statistics, expert quotes, and well-cited information, as these elements make your content more appealing to AI algorithms​​.
   3. Optimize for Local and Generative Searches:
      • Enhance local SEO by ensuring consistent Name, Address, and Phone Number (NAP) listings across platforms and directories like A Place for Mom and SeniorLiving.org​.
      • Claim and optimize Google Business Profiles with updated photos, reviews, and posts​.
   4. Leverage Structured Data:
      • Implement schema markup specific to senior living communities to help AI understand your website’s context and services​.
   5. Engage with Reviews and Directories:
      • Encourage residents and families to leave positive reviews, as these influence both traditional and generative AI searches.
      • Ensure your community is listed on reputable directories frequently pulled into AI-generated summaries​​.
   6. Create Conversational Content:
      • Use natural language and address user questions in FAQs, blogs, and video content to align with how people phrase their queries in AI tools​.

• Monitor Your Visibility on Generative AI Search Platforms:

1. • It is important to understand how visible you are compared to your competitors in generative AI search platforms like ChatGPT and Perplexity. This will help to inform ongoing strategies.

Generative AI is also reshaping PPC (pay-per-click) advertising opportunities in several ways:

• New advertising opportunities:

1. 1. • Currently existing AI search engines like Microsoft Copilot and Google’s AI Overviews are re-using existing ad types. Perplexity’s ai-driven engine is testing advertising on its platform, with other platforms expected to follow suit. 

• Dynamic ad creative generation:

1. 1. • AI tools can generate ad copy tailored to specific personas, such as adult children of seniors or prospective residents. 

• New AI-driven campaign types:

1. 1. • Within Google and Microsoft ad platforms, there are new AI-driven campaign types like performance max campaigns that leverage AI to help you reach customers across multiple channels.

• Voice and Visual Search Advertising:

1. • AI advancements in voice and image recognition are enabling marketers to tap into emerging ad formats tailored for voice search and visual search users.

With new platforms to advertise on, new campaign types, and automated ways to tailor copy and creative to specific audiences, senior living communities can capitalize on more effective campaigns that meet their audiences where they are searching. 

Preparing for the Future of Search

The rise of generative AI marks a shift in how senior living communities connect with potential residents. By embracing SEO and PPC strategies tailored for AI-driven search, marketers can ensure their senior communities remain visible, trustworthy, and top-of-mind for families navigating important decisions.

Ready to future-proof your senior living marketing? Reach out for expert support tailored to your community’s needs.