Contact info
Original Research
Home care marketing data.
We analyzed 64,380 agencies across every channel families and caregivers use to find them. Every number is sourced.
Franchise vs. Independent Home Care Agencies
We compared GBP completeness, review counts, and local search visibility between franchise-affiliated and independent home care agencies across 64,380 agencies. Franchises have a structural marketing advantage. It is correctable.
64,380 agencies · US · 202674.2 vs 62.1GBP score: franchise vs. independent
31 vs 11avg reviews: franchise vs. independent
Senior Population Density and Home Care Market Size
Using US Census data, we mapped the distribution of adults 65+ across every county in the United States and modeled implied home care market size. The largest home care markets are not where most agencies assume.
US Census · 202657Madults 65+ in the US
17%of US population is 65+
AI Search Visibility in Home Care
We tested 54 home care keywords across ChatGPT, Perplexity, Google AI Overview, and Claude. Directories appear in AI answers 4x more often than agency websites. Most agency content is structured in ways AI models cannot summarize confidently.
54 keywords · US · 202654keywords tested across 4 AI platforms
4×more directory appearances vs. agencies
Home Care GBP Category Study
We analyzed the primary and secondary Google Business Profile categories used by 64,380 home care agencies. Most agencies are miscategorized. The wrong primary category suppresses local ranking regardless of how complete the rest of the profile is.
64,380 agencies · US · 202664,380agencies analyzed
42%using wrong primary category
Where Caregivers Search for Jobs
We mapped caregiver job search visibility across hundreds of US markets. Indeed dominates. Google Jobs is the fastest-growing channel. Most agency career pages are invisible on both.
Hundreds of markets · US · 202694%of markets dominated by Indeed
74%of agency career pages invisible to Google Jobs
Home Care Citation Directory Study
We audited citation presence across 64,380 home care agencies on 18 directories that matter for local SEO. The average agency appears on 4.2 of them. The average Map Pack agency appears on 14.
64,380 agencies · US · 202664,380agencies analyzed
4.2avg directories per agency
Who Owns the Home Care People Also Ask Boxes
We ran 1,500 PAA queries across 54 home care keywords at depth 100. Directories dominate. Agencies are nearly absent. The content ranking in these boxes was not written for families — it was written to rank, and it worked.
1,500 queries · 54 keywords · depth 100 · 20261,500PAA queries run
54keywords analyzed
Home Care Google Reviews Study
We analyzed Google review data for 64,380 home care agencies across the United States. The median agency has 4 reviews. 34.9% have zero. The agencies showing up in the Map Pack have a median of 47.
64,380 agencies · US · 202664,380agencies analyzed
4median reviews per agency
Home Care GBP Completeness Study
We scored the Google Business Profiles of 64,380 home care agencies across the United States. The average completeness score is 65.8 out of 100. The median is 72. One in three agencies has zero reviews. Most agencies are leaving their most important local search asset half-finished.
64,380 agencies · US · 202664,380agencies analyzed
65.8/100average completeness score