They Use Broad Terms – Using Google Keyword Planner and Semrush, I analyzed search volume for senior-specific terms like “best banks for retirees” or “best credit cards for seniors”. The results showed low search volume, meaning seniors weren’t actively searching with these terms. Instead, high-volume searches like “best banks” or “low-fee credit cards” dominated. This indicated that while seniors had unique financial needs, they searched just like younger users, requiring a broader content strategy that incorporated senior-friendly considerations without relying on niche keywords.

They Trust Established Sources (and Family Recommendations) – Using Ahrefs for competitive research, I found that trusted sources like AARP, Senior Living, and government sites ranked higher for senior-related financial topics, while smaller, highly optimized blogs struggled for visibility. Beyond backlinks and domain authority, another insight came from Reddit forums, where many seniors relied on their children for financial research. In many cases, younger family members were the ones searching for information on their behalf. This meant the content had to resonate with both seniors and their children, ensuring it was clear, authoritative, and easily shareable.

They Focus on Features, Not Demographics – Through competitive research and common sense, I noticed that leading finance sites weren’t targeting terms like “best banks for retirees”. Instead, they focused on feature-driven topics such as “where to keep $1,000” or “best fixed-income options”. Seniors were searching for financial security and stability, but they weren’t explicitly labeling themselves as “seniors” in their queries. This insight shifted our approach—rather than creating niche content, we focused on optimizing high-traffic financial topics with embedded senior-friendly advice.

They Use Conversational Queries – By analyzing long-tail keywords in Semrush and Google’s People Also Ask (PAA) data, I found that seniors tended to phrase searches as full questions rather than short, keyword-heavy queries. For example, instead of searching “best savings accounts”, they were more likely to type “where should I put my savings?” or “best options to earn interest on cash.” This insight led to a FAQ-driven content approach, ensuring articles answered natural, conversational questions while maintaining strong SEO fundamentals.

They Take Their Time (and Cross-Check Information) – Using Google Analytics, I found that senior users had longer session durations, higher scroll depth, and more return visits compared to younger demographics. Instead of quickly skimming an article, they tended to read thoroughly, revisit pages, and compare multiple sources before making financial decisions. This insight reinforced the need for well-structured, easy-to-navigate content, ensuring key takeaways were highlighted clearly and easily shareable for those researching on behalf of their parents.

To ensure we focused on high-impact content, I implemented a tracking system using Airtable and Google Sheets. We maintained an 8-week moving average of the top revenue-generating articles, allowing us to identify consistent performers over time. By tracking trends instead of relying on one-time spikes, we could see which content was driving sustainable traffic and conversions, helping to refine our strategy.

Data-Driven Content Expansion – With top-performing content themes identified, I recommended new topics that followed similar structures and themes. Instead of guessing what might work, we doubled down on proven content patterns—analyzing headline structures, formatting styles, and subtopics that contributed to high engagement. This approach ensured that every new article had a higher likelihood of success, rather than starting from scratch.

‍Optimized for Conversational Search – Knowing that seniors phrased searches as full questions, I ensured our content mirrored their natural search behavior. Instead of rigid, keyword-heavy headlines like “Best Savings Accounts”, we framed content as answers to common user questions, such as “Where should I put my savings?”. This shift helped capture more long-tail searches, improving both organic rankings and engagement.

‍Improved Readability & UX – Since seniors tend to read more thoroughly and compare multiple sources, we focused on clarity, structure, and ease of navigation. Articles were formatted with clear headings, bullet points, and concise summaries, making it easier for users (and their children, who often did research for them) to quickly find and absorb key takeaways.