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I remember talking with an SEO copywriter who gave an example of a loan company that wasn't allowed to use "bad credit" as part of their advertising, yet it still drew a lot of keywords. The copywriter would write text like "Have other companies told you that you have bad credit?" I also like the idea about writing articles. You could do something about the history of the term, or myths associated with that term. Another idea might be any quotes from patients or families that could include "I didn't want to go to a nursing home when I got old, I'm so glad my family found Blue Hair Acres for me instead." Remember you can try to work your phrase in across two sentences. "So and so has a degree in nursing. Home-like care is a goal" (cheesy, but it shows what I'm talking about).