SEO for Sydney Aged Care Facilities

The Sydney Aged Care Market in 2026

Australia's aged care sector is in the midst of its most significant transformation in decades. The Royal Commission into Aged Care Quality and Safety fundamentally reshaped regulatory expectations, funding models, and consumer attitudes — and Sydney's aged care providers are navigating these changes while competing for an increasingly informed and digitally active family decision-maker. Over 420 residential aged care facilities and 380+ home care providers operate across Greater Sydney, serving a population where the 65+ cohort is growing at 3.2% annually and projected to exceed 850,000 by 2030.

The search landscape in aged care is defined by urgency and emotion. In most cases, it's an adult child — typically a woman aged 45–65 — searching on behalf of a parent after a hospital discharge, a fall at home, a dementia diagnosis, or the death of a caregiving spouse. These searches happen at 11pm on a Tuesday night, on a phone in a hospital corridor, or during a frantic lunch break. The emotional weight behind "aged care near me" or "nursing homes North Shore Sydney" is unlike almost any other search query. The providers who appear in those critical moments — with clear information, compassionate messaging, and transparent processes — are the ones who earn the enquiry.

The economic model reinforces the case for SEO investment. A single residential aged care placement represents $250,000–$750,000 in accommodation deposits (RADs) and $55,000–$85,000 in annual care fees. Home Care Package clients generate $15,000–$52,000 annually depending on package level, with retention averaging 3–5 years. Even a modest SEO programme that generates two additional residential placements per month adds millions in annual revenue and occupancy security.

The competitive dynamics are shifting rapidly. Post-Royal Commission, consumers are more discerning, more willing to compare providers, and more likely to consult star ratings, Google reviews, and online content before shortlisting. The Aged Care Quality and Safety Commission's star rating system — now visible on My Aged Care — has made quality transparent. Providers with strong ratings need to amplify them digitally; those with weaker ratings need to demonstrate improvement. Either way, the conversation has moved online, and providers who remain invisible in search are losing placements to competitors who are not.

Real SEO Examples: Who's Doing It Right (And Wrong)

Your First 30 Days: Step-by-Step Implementation

Keyword Research: What Families Actually Search

Keyword	Monthly Searches (Sydney)	Intent	CPC
aged care sydney	2,400	Research / Comparison	$12.00
nursing homes sydney	3,100	Facility search	$14.50
home care packages sydney	1,800	Service / Government-funded	$11.00
respite care sydney	1,200	Urgent / Carer support	$9.80
dementia care sydney	880	Specialist / High-need	$13.50
aged care fees explained	2,600	Informational / Pre-decision	$7.20
retirement homes [suburb]	60–350 each	Hyper-local / High-intent	$10.50
aged care assessment sydney	680	Process / Early-stage	$8.40
in home care for elderly sydney	740	Service / Preference	$10.00
best nursing homes north shore sydney	320	Location-specific / Comparison	$15.00

Content Strategy: Building Authority in a Regulated Industry

Schema Markup: Ready-to-Use Code

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "NursingHome",
  "name": "Your Facility Name",
  "url": "https://yoursite.com.au",
  "telephone": "+61-2-XXXX-XXXX",
  "description": "Residential aged care in Sydney's
    North Shore. Specialist dementia care, 24/7
    registered nursing, and engaging lifestyle
    programmes in a home-like environment.",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "15 Pacific Highway",
    "addressLocality": "Chatswood",
    "addressRegion": "NSW",
    "postalCode": "2067",
    "addressCountry": "AU"
  },
  "areaServed": {
    "@type": "City",
    "name": "Sydney"
  }
}
</script>

12-Month Content Calendar

Competitor Analysis Framework

Local SEO Playbook

Multi-Location GBP Strategy

If you operate multiple facilities, each location needs its own Google Business Profile with unique photos, specific service descriptions, and individual review collections. A corporate GBP covering all locations dilutes your local ranking power. Each facility should post independently: activity highlights, staff introductions, community events, and seasonal content.

Culturally Diverse Communities

Sydney's aged care market serves one of the world's most culturally diverse populations. Communities in Bankstown, Hurstville, Strathfield, Eastwood, and Cabramatta have specific cultural care expectations. If your facility offers culturally appropriate care — Mandarin or Cantonese-speaking staff, halal or kosher meal options, culturally specific activity programmes — create dedicated pages targeting these communities. "Chinese aged care Sydney" and "Greek nursing home Sydney" are high-intent searches with minimal competition.

The Cost of NOT Doing SEO

Technical SEO Checklist

Google Business Profile Checklist

Frequently Asked Questions

How much does aged care cost in Sydney?

Aged care costs vary significantly. Residential care involves a basic daily fee (currently around $61/day), a means-tested care fee (based on assets and income assessment), and an accommodation payment — either a Refundable Accommodation Deposit (RAD, lump sum of $250,000–$750,000+ in Sydney) or a Daily Accommodation Payment (DAP). Home Care Packages are government-funded at $9,500–$52,000 annually depending on the assessed level (1–4), with clients paying a basic daily fee and potentially an income-tested contribution.

How do I get an aged care assessment?

Contact My Aged Care (1800 200 422) to request an assessment. For home care, a Regional Assessment Service (RAS) assessor visits at home. For residential care or higher-level home care, an Aged Care Assessment Team (ACAT) conducts a comprehensive assessment. Wait times for ACAT assessments in Sydney currently average 4–8 weeks, though urgent hospital-discharge assessments can be expedited.

What's the difference between home care and residential care?

Home Care Packages support people to remain living independently at home with services like personal care, cleaning, meal preparation, nursing, and allied health. Residential aged care (nursing homes) provides 24/7 supported accommodation with clinical care, meals, activities, and personal assistance. Many families start with home care and transition to residential when care needs increase beyond what can be safely managed at home.

How do I choose the right aged care facility?

Visit multiple facilities in person. Observe the atmosphere, staff interactions with residents, cleanliness, and activity levels. Check star ratings on My Aged Care and Google reviews. Ask about staff-to-resident ratios, registered nurse availability, dementia care expertise, meal quality, and lifestyle programmes. Consider location (close to family), cultural needs, and whether the facility specialises in any conditions relevant to your parent's needs.

How long is the waiting list for aged care in Sydney?

It varies by provider, location, and room type. Popular facilities in sought-after areas like the North Shore or Eastern Suburbs may have waiting lists of 3–12 months. Home Care Packages at Level 3 and 4 can involve national wait times of 6–12+ months after approval. Interim home care or respite options can bridge the gap while waiting for a preferred placement.

How effective is SEO for aged care providers?

Extremely effective, because 94% of family decision-makers now research aged care online. SEO results typically emerge within 3–5 months with meaningful enquiry increases by months 6–9. Given that a single residential placement generates $68,000+ annually in care fees — plus accommodation deposits — even one additional placement per month through organic search delivers a transformative return on investment.