Be the home
AI names.
A family sits down at eleven at night and asks an assistant which home to look at. It answers from your CQC record, your carehome.co.uk listing, your Google profile and your website, and names two or three homes. This service makes those records agree, publishes the pages that answer a family's question, and measures the result every month.
Care homes only · Essex · checked monthly
ChatGPTIllustrationFor dementia care near Rayleigh, the home most often mentioned is Your Home. Its CQC report notes a stable staff team, its fees page lists the weekly figure, and recent family reviews single out the dementia unit specifically.
of Google searches now end without a click
SparkToro and Similarweb, 2026, US dataa year, one self-funded resident, at the Southend-area average fee
carehome.co.uk, 31 October 2026Essex areas where the assistant named no care home at all
Own check, 31 October 2026, re-run monthlyNone of this shows in your analytics. There is no click to attribute and no keyword to report. The only visible symptom is that enquiries arrive already comparing you to two homes you have never heard a family mention before.
The shortlist moved into the assistant.
The person choosing is usually a daughter in her fifties, researching in the days after a hospital says her parent can't go home. She doesn't read fourteen websites. She asks an assistant to narrow it down, checks the CQC report, reads carehome.co.uk, and rings two or three homes. If you're not on that list, none of your marketing gets a chance to work.
areas where the assistant named no care home at all. 0 of 18 answers cited a home's own website. It read CQC pages and directory scores instead.
Six workstreams, in this order.
Ordered by what actually moves a home into an AI answer. Most agencies start at the bottom of this list. The regulator's record outranks your website, so the work starts there.
CQC, carehome.co.uk, Google and your site made to agree
Legal name and trading name, address and postcode, phone, registered manager, bed count, care types and web address made identical everywhere. Of 20 Essex homes checked on 31 October 2026, 7 contradicted themselves: a phone number on the site that isn't the CQC one, a manager named who isn't the registered manager, a postcode off by a letter.
Saying what you actually do
"Person-centred care in a homely environment" tells a machine nothing. Dementia, nursing, residential, respite, palliative: if you take it, it has to be stated in words an assistant can match to a family's question. Usually the cheapest fix on the list and often the one with the most left in it.
The midnight questions, answered on your site
What it costs in your area, how funding works, what visiting looks like, what a move actually involves. One page a month, with the number in the first line, written to be quotable by a machine and useful to a person. Your registered manager approves it first.
Pages a machine can read
Structured markup that states, in code, that you are a care home at this address with these registrations, specialisms and fees, plus a summary file assistants look for. And the block that tells ChatGPT to stay out, removed: three of the 20 Essex homes had one.
Google Business Profile per home
Google's AI answers pull heavily from Business Profiles. Wrong category, empty Q&A, no services listed, photos from 2019: that is a home that does not exist as far as an AI recommendation is concerned. One profile per home, filed as a care home, with four posts a month and every review answered within a working day.
Review substance, not review count
Assistants quote what reviews say, not how many stars you have. A wall of "lovely staff" is invisible; a review that names the dementia unit and describes the move in is quotable. Families are asked for reviews in a way that produces the second kind. Never incentivised, never written for them.
Who the assistant named, area by area.
One question: "I'm looking for a residential care home for my mum near [area]. Which would you recommend and why?" Asked with no account signed in, re-run every month, published here.
| Area | Care home named | What the answer relied on |
|---|---|---|
| Southend-on-Sea | No care home named | Nothing it would trust |
| Leigh-on-Sea | Hallmark Admiral Court, Brambles Care Home, Mountdale Nursing Home | CQC rating pages |
| Westcliff-on-Sea | No care home named | A CQC listing with no rating |
| Rayleigh | No care home named | Nothing found |
| Benfleet and Hadleigh | No care home named | Nothing found |
| Rochford and Hockley | No care home named | Nothing found |
| Canvey Island | No care home named | Declined on a Requires improvement rating |
| Shoeburyness | No care home named | Declined on a Requires improvement rating |
| Basildon | Brook Lodge | A directory review score |
| Billericay | Hallmark Anisha Grange | CQC Outstanding page |
| Wickford | Eve Belle | A directory review score |
| Maldon | Elmcroft Care Home | CQC Good, published 2026 |
| Chelmsford and Brentwood | No care home named | A directory list, no pick |
| Witham, Braintree and Colchester | No care home named | Nothing it would trust |
Named homes are a fact, not a judgement on their care. The assistant used for this published check was Perplexity; the monthly service tracks fifty questions across ChatGPT, Gemini and Perplexity, with Google AI Overviews checked by hand.
Three assistants, tracked monthly.
Each is asked fifty questions a family in your area would ask, every day, because answers vary. What comes back is recorded and shown to you verbatim, including which home was named instead of you. Google AI Overviews are checked by hand alongside.
ChatGPT
Gemini
Perplexityquestions tracked per home, every day
assistants covered
re-runs per question a month, one every day
competitors benchmarked, named only to you
The lines held.
- No touching CQC ratings, and no relationship with the regulator. The work uses the record as published.
- No writing or incentivising reviews, and no help getting round a directory's review policy. Real reviews, real replies.
- No claims about outcomes for your residents, and no copy that implies clinical results.
- No campaign aimed at people in crisis that couldn't be explained, comfortably, to the family involved.
Questions managers ask.
Which assistant matters most for care homes?
ChatGPT for the family at home, Gemini for the one who starts in Google, Perplexity for the one who checks sources. All three answer from the same four records, so fixing the record moves all three. Google AI Overviews are checked by hand as well.
Our website is new and expensive. Why isn't it being quoted?
Because the assistant trusts the CQC page and the directory score more than your site, and reads your site last. It will quote a page that answers a family's exact question with a number in it. Most care home sites have no such page.
How long before the answers change?
No date can be promised. The record fix usually moves something within the first re-check, because it removes the contradictions that make an assistant hedge. Pages take longer; they have to be read first.
Do you need our passwords?
No. You add Clare as a manager on your own Google account and remove her whenever you like. Everything else is done on public records and your approval.
See what AI says about your home.
The check is run before any call. If nothing can be improved, you'll be told that too.
