Essential SEO Tips for Coaches and Therapists on Squarespace
In this blog post, I’m sharing everything I’ve learned about getting started with SEO, along with resources and experts you may find useful.
At least once a month, I receive a question from a current or past client on Instagram or via email asking about SEO for their website. SEO, or Search Engine Optimization, is a big buzzword in the digital business space, so it’s understandable why it’s top of mind for many coaches, therapists, healers, and service providers.
In this article, I want to share how to get started with SEO. Let’s dive in! ✨
Grab yourself a matcha...it'll make this more fun!
“What is SEO and when do I need to start working on my SEO?”
This is the question I often get from clients. Here’s my answer: SEO (Search Engine Optimization) helps people find your website and business through search engines like Google. Working on your SEO means designing your website pages and content so that Google can see, understand, and respect your site, viewing it as a source of authority. Google is in the business of providing qualified results for anyone searching for answers on the internet. The more qualified your website is, the higher it will rank for certain search terms.
SEO is part of a marketing strategy, just like Instagram can be. As a coach, therapist, or service provider, SEO doesn’t have to be part of your overall marketing strategy 🫣 (yes, read that again). Especially if you already have a great podcast, a strong Pinterest presence, or a YouTube channel—all of which are search engines in their own way, acting like a 'Google' of sorts. However, for many businesses, SEO is a super valuable addition to a marketing strategy. Why is it valuable?
Attracts *Ideal* Clients: SEO helps coaches and therapists rank higher in search results, making it easier for ideal clients seeking their specific services to find and connect with them.
Increases Client Inquiries: By optimizing their websites, coaches and therapists can drive more traffic to their sites, leading to more inquiries and bookings.
Reaches Clients Without Social Media: For coaches and therapists who prefer not to engage heavily on social media or are more introverted, SEO offers a way to attract clients through search engines, allowing them to build their practice without relying on platforms like Instagram.
Here are the top signs your business could benefit from SEO
You’re a therapist who serves local, in-person clients.
You’re a therapist who serves state-wide clients virtually (state-wide is still a ‘localized’ area).
You’re a coach who offers in-person, local retreats or events.
You want to attract more clients who are local to you.
You have launched, or are launching, a digital product or offer that is “one-to-many,” not just one-on-one.
You are already blogging consistently and want to optimize your posts.
Things are great, but you’re interested in improving your SEO (and that’s a completely valid reason too).
Do any of these apply to you? Maybe a combination? Great! Let’s dive into the foundations of SEO because that’s where we all start.
Start with the SEO foundations on your Squarespace site.
Squarespace makes it easy to address all the foundational SEO steps by providing a checklist for you to complete. You can review that list right here >
The list includes tasks to complete before publishing, after publishing, and as your business grows and evolves. And hey, don’t worry if your website didn’t have all of these items done before launching—just complete them now. Google will eventually recognize the changes you’ve made. It’s all good! ❤️
Actions to take:
Take the time to go through the Squarespace SEO Checklist and check off as many items as you can. If you need technical support, book a Design Day with me, and I can help you with this.
Looking to book local clients? Setup your local Google Business Profile.
The next step is to set up your Google Business Profile. This is a great free marketing tool provided by Google that allows business owners to manage how they appear in Google searches and on Google Maps. Most businesses are eligible for a Google Business Profile, but it’s especially beneficial for therapists or service providers with physical office locations, or for coaches who frequently hold in-person retreats.
Check Google’s explanation of Service Areas here to make sure you qualify to set up a Google Business Profile.
Actions to take:
Click here to get started and use this blog post as a great step-by-step guide. And start asking your clients or students to leave reviews for your Google Business page.
With the foundations set, here’s how to start blogging to boost your rankings
If you’re not open to writing and creating content specific to your audience, it’s unlikely you’ll be able to compete at the global level of Google searches (i.e., showing up on the first page of Google). But that’s okay! As I mentioned, for many businesses, setting up the foundations for SEO is enough for their specific marketing strategy. For brand-new businesses, adding a blog to their to-do list is often overwhelming.
However, as you grow and have more time, creating content becomes a powerful tool that can significantly impact your SEO ranking 🤠. I wrote an entire blog post on this topic which you can check out right here >
The first step to blogging for SEO is identifying your goals. Are you selling a digital product? Offering a free consultation call? What is the direct action you want your readers to take? Often, your freebie is the next logical step for a blog reader. You want to invite them onto your email list, where you can continue to provide value. If you know that your freebie is the next step for them, it makes sense to write about topics that naturally lead to it. For example, if you’re an Infant Sleep Consultant and your freebie is a free Sleep Plan for Babies, then your blog posts should answer questions like, 'How do I get my baby to fall asleep?'
Actions to take:
Decide if blogging for SEO is something you’re ready and excited to take on.
Take 1-2 hours brainstorming a list of topics for the year (12-24 topics). Coming up with these topics involves understanding your goals and conducting keyword research. In this post, I briefly touch on how to do keyword research. Kate Scott’s course covers keyword research in more depth, and you can hire someone to help you with this (more on that below).
Need more help? Check out my top SEO specialists for one-on-one support.
I’ve met with several outstanding SEO experts and seen firsthand how their work benefits clients. Some business owners prefer one-on-one support and are ready to invest in this level of marketing strategy 🤩. Below are my top recommended experts (listed alphabetically). If you’d like to be included on this list or know someone exceptional in SEO, send me a message on instagram—I’d be happy to connect with them.
Brittany Herzberg →
Site Audits, SEO Strategy, & ContentJulia Renee Consulting →
SEO & Pinterest StrategistNina Gibson →
Holistic SEO for female-led Brands
Actions to take:
Book a call with your chosen expert and get started with 1:1 SEO Support!
If you’re a past client, and you need support implementing your new strategies onto your Squarespace website, you can book a Design Day with me.
Want to learn more about SEO? Here’s my top resource.
If you’re interested in learning SEO yourself or want to train your team, I highly recommend Kate Scott’s Grow With SEO course. Kate is an excellent, no-nonsense educator, and I can attest to her expertise. I discovered her through Google years ago, and her posts continue to rank highly. She has fully committed to SEO in a way that few small businesses do. This course is ideal for creatives, coaches, therapists, and service providers. I took it to understand how website design intersects with SEO and found it invaluable. The lessons are perfect for both beginners and intermediate students, so you’ll be in great hands. 🥰
Actions to take:
Check out Kate’s course, and if it’s a good fit, dive into the wealth of knowledge she offers!
That’s it! Whether you’re a client reading this or you’re someone on the internet looking for some guidance, I hope this blogpost feels supportive for wherever you are in the process.
If we haven’t met yet, I’m Jena Thielges a Brand and Website Designer. I specialize in working with women who are coaches, therapists, healers and service providers. Founded in 2019 on seven years of agency experience, Sundai Studio is more than a brand and web design studio—it’s your energy, embodied in design. Because even your branding should feel aligned.
Check out my offers here and get in touch if you’re ready to book a free consult call!
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