Did you know the U.S. coaching industry is projected to record a 4.85% growth rate over 2023–2030? This means multiple coaches will enter the market every year, and the competition will skyrocket. So how do you stand out and boost your client base in this fragmented industry? Well, as complex as this may sound, the answer is pretty straightforward –– search engine optimization (SEO).
Typically, people type in an inquiry on search engines, and relevant results appear. And for coaches, it’s more important than ever to be at the top of that list. But what if the browser doesn’t highlight your business even on the sixth search engine result page (SERP)? Don’t worry; we’ve got you covered.
Becoming an SEO expert can boost your chances of shining on the top. Here’s everything you need to know about the importance of SEO for coaches and how to drive organic traffic to your website.
But what is SEO?
SEO, or search engine optimization, boosts a website or webpage’s quality by improving the content, keyword usage, and internal and external linking. All these help websites rank better in search queries, ensuring people find relevant results and coaches organically driving traffic to their websites.
Why is SEO important for your business?
SEO ensures you use targeted keywords to attract the right audience. If your site contains various texts on performance coaching, there’s a higher chance a browser searching for these terms will pick it than a page that doesn’t include them. And that’s how SEO drives organic leads. Also, more leads equal a bevy of benefits for your business. Reap these by using SEO on your coaching site.
- Traction gives you credibility: If your website rises to the top of people’s Google searches because the browser easily picks up the SEO-rich text, your page appears to be the most relevant or credible one on the subject. And if Google perceives your content as top-notch, with worthy inbound and outbound links, you might earn a featured snippet, which ranks you #1 on SERPs.
- You increase brand awareness: Suppose you write a high-quality blog with SEO keywords. (But don’t make it sound too jargon-y; remember to use comprehensible language and vocabulary.) This type of relevant content marketing establishes your brand as an authority and reference. Even people who don’t need your services could stumble upon your articles, and when they or a friend are looking for a coach (or guidance on the industry), they can circle back. Be sure to keep your branding, voice, and theme in your SEO texts consistent. You’ll get more out of this boost in brand awareness if you establish strong visuals on all your platforms, from social media to print.
- SEO benefits you with more clients: Not only do people interested in your coaching services find your page more quickly, but they may also feel encouraged to click on your site if it’s at the top of their search results. For evidence, consider any recent search you performed, whether for the best pizza or a great dentist near you. Many of us feel that the most popular option is the one that appears at the top of the search results.
- You spend less on marketing: SEO helps drive traffic organically, so it’s practically free. All you need to do is write high-quality content with relevant, trending, and specific keywords to rank better on SERPs. Once you receive leads, you don’t need to spend extra on other marketing channels, such as influencer marketing, paid ads, and social media advertising.
How to get more coaching clients with SEO
Coaches focusing on attracting the right clients with their SEO strategy will also reap the benefits of increased credibility and authority. Here’s how coaches can focus their SEO strategy on reaching the right crowd:
- Determine your ideal client: You must first know who you’re pitching to before crafting content. Who does your business serve? For example, if you offer health coaching services, you likely want to reach people who want to reduce stress, quit smoking, or lose weight. Once you've determined your target audience, you’ll have an easier time writing for those potential clients.
- Identify their needs: Start brainstorming quality content ideas by considering what your audience would like to read. Say you're a business coach. Perhaps articles on time management are pertinent for your audience. Look up what your peers are talking about, too, for inspiration.
- Do target keyword research: Determine which keywords track best for the content you want to write. Use a free or paid tool (more on this in a bit), or research by typing terms into a search browser and seeing how they fare. If you get many hits, you know they’re popular.
- Organize or optimize your coaching website: If you're starting a new site, plan to spread out your top keywords. Map out your site pages, and list which SEO keywords you'll use on each to ensure you hit them all. If you already have a web page, go back into existing texts and see where you can naturally weave in these terms.
- Write SEO content: Create blog-style articles around your coaching niche and any other relevant information for your clients. Try to make your SEO plugs sound as natural as possible. Keyword stuffing, which is the term for adding terms to a sentence just for SEO purposes, even if they sound off, can be obvious and distracting for readers.
The best keyword tools for SEO results
Looking up keywords that resonate on your own is challenging. Get help from an SEO tool that shows you which terms to include and focus on writing excellent, helpful content. Here are a few:
- Google Keyword Planner: Anyone with a Google AdWords account can use this free tool to access trending keywords and look up ad metrics on the terms’ success.
- SEMrush: This paid tool helps business owners beat out the competition. SEMrush tracks keywords on similar sites and helps users find words to boost their traction over their peers.
- Ahrefs: Ahrefs is similar to SEMrush and provides data on conversions, like which keywords turn into clicks and page visits.
- Google Trends: This free tool allows you to look up keywords by category, location, and search history. It also shows you the source of interest for a particular keyword.
Coaching keyword list
Before writing any new content for your page, draft a comprehensive list of keywords to include based on your research, and drive maximum website traffic. The following list will give you an idea of SEO terms you may encounter:
- why are coaches important
- certified life coach
- how to improve “x situation”
- life coach vs therapist
- becoming a coach
- life coach for women
- life coaching topics
- business coaching skills
- wellness coach in LA
- how much do coaches charge
- can a coach help with “x situation”
Make the most of your coaching career with Practice
Managing an online presence is another challenging task on your plate. But with SEO-rich content, you can invite a wealth of new leads. And as you gain website visitors and bring in new clients, you’ll need a safe space to store client information.
That’s where a customer relationship management (CRM) tool helps. Practice’s Customer Management Software, made with coaches in mind, provides a secure place to house client data and allows you to send messages and documents, take bookings, and receive payments –– all in one place. Try it today.