In late 2020, I made the decision to invest in SEO for my relocation coaching business.
Around six months later, new leads started coming in, practically on autopilot. And just over 18 months later, revenue had hit the 6-figure mark. That’s the power of a wise investment in SEO.
Convinced yet? Let me show you why you should invest in SEO this year.
What is SEO Anyway?
First off, what does SEO even mean, and why should you care?
SEO stands for Search Engine Optimization, and it’s how you make your website show up when potential clients search online.
SEO matters because it helps people who need your coaching services find you easily.
Unlike paid ads, SEO can bring you a steady stream of clients long-term without ongoing costs. And unlike social media, your SEO efforts can drive leads on an evergreen basis, without you having to post new content every day.
How Does SEO Help You Find New Clients?
When someone types “life coach near me” or “business coach for startups” into a search engine, SEO helps your website appear in the results. It’s like a magnet, attracting people who are already interested in coaching.
But SEO goes even further than that.
Imagine someone struggling with a specific issue – they might search for “how to overcome procrastination” or “ways to improve work-life balance.”
With good SEO, your blog posts can pop up offering solutions to these exact problems.
For example, one of my earliest successful blog posts targeted the keyword “how to move to Portugal from the UK”.
As you can imagine, people searching for that term would have a very specific goal in mind. One that I was perfectly positioned to help them with, due to my personal experience having done the exact same thing.
The blog post was a step-by-step guide on the relocation process to Portugal, including a call to action inviting readers to take the next step and book a coaching call.
This is powerful because you’re not just attracting people looking for a coach – you’re connecting with individuals at the moment they’re grappling with the exact challenges you can help solve.
These folks are more likely to become your clients because they’re actively searching for what you offer. Plus, SEO improves your website’s content, making it more helpful and convincing to potential clients.
SEO vs Other Marketing Methods
How does SEO stack up against other marketing approaches?
Let’s compare:
- Social media marketing is great for engagement, but SEO brings people who are actively searching for your services (without you having to constantly post new content)
- Paid advertising can give quick results, but it stops when you stop paying, while SEO has long-lasting effects.
- Networking is valuable for personal connections, but SEO expands your reach beyond your immediate circle.
- Content marketing goes hand-in-hand with SEO, making your helpful content more discoverable.
- And while email marketing is excellent for nurturing leads, SEO brings you those leads in the first place.
Is it Worth Investing in SEO?
It’s a fair question, especially when you’re juggling client sessions, content creation, and business admin.
Let’s break it down.
Unlike paid ads that stop the moment you stop paying, SEO keeps working for you 24/7, 365 days a year.
Think about this: where do you turn when you need information or services? If you’re like most people, you probably Google it.
Your potential clients are doing the same thing. By investing in SEO, you’re essentially reserving a spot at the front of the line when they come looking.
But here’s where it gets really interesting. SEO doesn’t just bring you any traffic – it brings you qualified traffic. These are people actively searching for coaching services or solutions to problems you can help with.
They’re already halfway down the path to becoming your clients. Compare that to throwing money at general advertising and hoping the right people see it.
Now, I know what you might be thinking. “Can’t I just use social media for free?”
Sure, social media is great (and should be part of your strategy), but it’s kind of like fishing in a busy lake. SEO, on the other hand, is like having fish jump directly into your boat.
In fact, studies show that SEO leads have a 14.6% close rate, compared to just 1.3% for paid ads and 1.9% for social media.
Plus, once you’re ranking well, you’re getting consistent traffic without paying for each click like you would with ads.
But here’s the real kicker – while your competitors are busy chasing the latest marketing fad, you could be quietly building an SEO powerhouse. When they finally catch on, you’ll already be miles ahead.
Is SEO always easy? Nope (but it’s not as hard as you think). Does it require consistent effort? You bet.
But for coaches looking to build a sustainable, thriving practice, the question isn’t “Is it worth investing in SEO?” It’s “Can you afford not to?”
With that said, let’s look at some specific reasons why you should invest in SEO in 2024.
7 Reasons Why You Should Invest in SEO This Year
- Build Steady Organic Traffic
- Make Your Business More Profitable
- Create a Sustainable Business Model
- Target Clients at Every Stage of the Journey
- Scale Your Client Acquisition Efforts
- Build Trust and Credibility
- Get Ahead of Your Competitors
1. Build Steady Organic Traffic
Unlike paid ads that stop the moment you stop paying, SEO brings in organic traffic that can last for months or even years. This longevity is a game-changer for your coaching business.
Once you rank for key terms in your niche, you’ll continue to see a steady stream of potential clients finding your website. All you have to do is refresh your content every few months to avoid losing your position to competitors.
As you consistently create valuable content and optimize your site, your topical authority grows.
This means you’ll start ranking for more keywords, often without additional effort. Well-optimized blog posts attract an increasing number of keywords over time.
For example, a well-optimized post about “overcoming procrastination techniques” might initially rank for just that term (especially if it’s the main target keyword that you optimize for).
But over time, the post could also start appearing for related searches like “how to stop procrastinating at work” or “productivity tips for procrastinators.” I’ve had blog posts that ranked for over 1,000 individual keywords.
2. Make Your Business More Profitable
SEO leads are essentially free once you’re ranking well, which can dramatically increase your profit margins.
Let’s break it down. With paid ads, you’re constantly spending money for each click or impression.
If you’re paying $2 per click and your conversion rate is 2%, you’re effectively paying $100 for each new client lead. That cost comes directly out of your profit margin.
Now, contrast this with SEO. Once your website is ranking well for relevant keywords, the traffic — and potential clients — come to you without any additional cost per click.
Your initial investment in SEO (whether that’s time, money, or both) starts paying dividends as soon as you hit those top rankings, and it continues to do so over time.
This doesn’t mean SEO is free, of course. Yes, there’s an upfront investment in optimizing your website, creating quality content, and potentially hiring SEO experts.
But unlike paid ads, these costs don’t scale linearly with your traffic. It doesn’t matter whether 100 people or 10,000 people visit your site through organic search – your costs remains the same.
The impact on your profit margins can be substantial. Let’s say you charge $200 for an initial coaching session. With paid ads costing $100 per lead, your margin is $100.
But with SEO, once you’re ranking well, that same $200 session might cost you only $20 in amortized SEO costs, leaving you with a $180 margin — an 80% increase!
What’s more, these benefits compound over time. As your SEO efforts build upon themselves, you’ll likely find your website ranking for more and more keywords.
That means bringing in more potential clients without a corresponding increase in costs. Scalability is a key factor in the high-profit potential of SEO.
It’s also worth noting that SEO leads often have higher conversion rates than paid advertising leads.
People who find you through organic search are actively looking for your services, rather than being interrupted by an ad. They’re more likely to be qualified leads, ready to engage with your services.
This further enhances your profit margins by reducing the time and resources you spend on leads that don’t convert.
Of course, SEO isn’t a “set it and forget it” strategy. You’ll need regular updates, fresh content, and ongoing optimization to maintain and improve your rankings. But these ongoing costs are typically far lower than the constant spend required for paid advertising.
Investing in SEO is like building an asset for your coaching business. I like to compare SEO to owning property in prime digital real estate (while paid advertising is more like renting space). Over time, this ownership translates into higher profit margins, more financial stability, and a stronger, more sustainable coaching business.
3. Create a Sustainable Business Model
Imagine waking up each morning to a handful of new inquiries from potential clients who found you through a Google search. These aren’t just any leads – they’re individuals actively seeking the solutions you offer.
This level of consistency is the bedrock of a sustainable coaching practice.
It allows you to forecast your revenue more accurately, plan your schedule with greater precision, and make informed decisions about expanding your services or hiring support staff.
But the benefits of SEO extend far beyond just a steady flow of leads. As your website’s authority grows, you’re building a valuable asset that appreciates over time.
Unlike paid advertising that stops the moment you stop paying, your SEO efforts continue to pay dividends months and even years later.
This long-term perspective is important for coaches who want to build lasting, impactful businesses rather than constantly chasing the next client.
4. Target Clients at Every Stage of the Journey
SEO allows you to create content that addresses potential clients at every stage of their decision-making process.
From awareness (“What is life coaching?”) to consideration (“How to choose a business coach”) to decision (“Best life coaches in [your city]”), you can be there every step of the way.
At the awareness stage, someone might type “What is life coaching?” into Google. They’re curious, perhaps feeling stuck in their life or career, but they’re not yet sure if coaching is the solution.
Your optimized blog post or FAQ page can appear in their search results, offering clear, concise information about life coaching and its benefits. This initial touchpoint plants a seed, introducing them to the concept of coaching and, more importantly, to you as a knowledgeable source of information.
As they move into the consideration stage, their searches become more specific. They might look for “How to choose a business coach” or “Benefits of career coaching.” Here’s where your in-depth articles or case studies come into play.
By addressing these common concerns, explaining your coaching methodology, or sharing success stories, you’re helping potential clients understand the value of coaching and why it might be right for them. You’re not just answering their questions; you’re positioning yourself as a trusted authority in your field.
Finally, when they reach the decision stage, they’re ready to take action. Searches like “Best life coaches in [your city]” or “Executive coach for tech startups” indicate they’re looking to make a choice.
At this point, your optimized service pages, client testimonials, and perhaps a “Why Choose Me” page can help seal the deal. By appearing in these search results, you’re putting yourself in the running at the crucial moment when potential clients are ready to commit.
But the beauty of SEO in this context goes beyond just being present at each stage. It allows you to create a cohesive narrative that guides potential clients from one stage to the next.
5. Scale Your Client Acquisition Efforts
One of the most powerful aspects of SEO for coaches is its scalability. As your SEO efforts pay off, you can attract more clients without a proportional increase in costs.
This scalability is crucial for growing your coaching business efficiently, as it enables you to expand your client base without significantly increasing your marketing budget.
Let’s break this down with some examples:
Initial Investment vs. Long-term Returns
Suppose you invest $5,000 in SEO for your coaching website.
That might include technical improvements, keyword research, and creating a foundation of properly optimized blog content that’s designed to convert. Initially, these efforts might bring in 5 new clients a month.
But as your site’s authority grows and your content climbs the rankings, you could easily see this number double or triple – without additional investment. Your cost per client acquisition decreases over time, improving your profit margins.
Content Multiplication Effect
Here’s another example. Let’s say you create a comprehensive guide on “How to Develop Leadership Skills in the Workplace.” This single piece of content, when optimized well, could:
- Rank for multiple related keywords
- Attract potential clients searching for leadership coaching
- Bring in HR managers looking for corporate training programs
- Appeal to individuals seeking personal development
As this content gains traction, it continues to work for you without ongoing costs, potentially bringing in leads for various services you offer.
Scaling Your Service Offerings
As your organic traffic grows, you can introduce new scalable offerings:
- Online courses (e.g., “30-Day Leadership Challenge”)
- Group coaching programs
- Webinars or virtual workshops
These offerings allow you to serve more clients without a linear increase in your time investment.
6. Build Trust and Credibility
In the coaching industry, trust is currency.
It’s the foundation upon which successful client relationships are built, and it’s often the deciding factor when potential clients choose their coach.
This is where SEO becomes a powerful tool, not just for visibility, but for establishing and reinforcing your credibility.
When your website appears at the top of search results, it’s more than just a high ranking – it’s a vote of confidence from one of the most sophisticated algorithms in the world.
Google’s search algorithm is designed to surface the most relevant, authoritative, and trustworthy content. When potential clients see your website prominently displayed in their search results, it sends a clear message: “This is a credible source of information.”
Consider the psychology of the average searcher.
They’re more likely to click on organic search results than on ads, viewing them as more authentic and less biased.
This inherent trust in search results extends to the websites that appear there. Ranking well for relevant coaching terms lets you leverage this trust to position yourself as a go-to expert in your field before a potential client has even clicked on your website.
What’s more, the content you create as part of your SEO strategy acts as a powerful trust-building tool.
By consistently publishing high-quality, informative articles that address your potential clients’ questions and concerns, you’re demonstrating your expertise and thought leadership.
Each piece of content is an opportunity to showcase your knowledge, share your unique perspective, and provide value to your audience. Over time, this builds a body of work that positions you as a trusted authority in your coaching niche.
As you build your online authority through SEO, you’ll find opportunities opening up beyond your website. High-ranking content often leads to backlinks from other reputable sites, invitations for guest posts, or speaking engagements. Each of these further cements your status as a trusted expert in your field.
It’s important to note that this trust and credibility take time to build. SEO isn’t a quick fix, but a long-term strategy. As your SEO efforts compound, so does your authority in your niche.
7. Get Ahead of Your Competitors
Many coaches still underestimate the power of SEO, which create a golden opportunity for those willing to invest in this strategy.
By getting started with SEO now, you’ll gain a significant edge over your competitors.
Think of the online space as a land rush. Coaches who stake their claim early – optimizing their websites, creating valuable content, and building authority in their niche – are the ones who will reap the greatest rewards.
While your competitors rely on traditional methods like word-of-mouth referrals or expensive pay-per-click advertising, you’ll be building a sustainable, long-term source of new clients through search engines.
This head start is particularly valuable in the coaching industry, where trust and authority play crucial roles. Search engine algorithms tend to favor established, authoritative sites.
By investing in SEO now, you’re not just improving your current rankings; you’re laying the groundwork for long-term online dominance in your niche.
Early adoption of SEO allows you to claim valuable online real estate. You can create cornerstone content around key topics in your coaching niche, establishing yourself as the go-to resource.
When competitors finally realize the importance of SEO, they’ll find that you’ve already covered the most valuable topics, forcing them to compete on less favorable terms.
As you build your online authority through SEO, you’re likely to attract opportunities that further cement your status as a leader in your field. These might include speaking engagements, podcast interviews, or collaborations with other respected figures your niche.
The best time to start was years ago, but the second-best time is today. While your competitors are still relying on short-term strategies or overlooking the power of search, you’ll benefit from a healthy online presence that helps grow your business for years to come.
When to Invest in SEO (And When to Wait)
SEO is a powerful long-term strategy, but it might not be the best starting point for every coach.
Here’s why:
SEO is a long-term game. It often takes months to see significant results, which can be challenging for new coaches who need clients quickly.
Effective SEO requires consistent effort in content creation and website optimization. New coaches might not have the time or budget for this alongside building their core services.
Established coaches likely already dominate search results for popular terms, making it harder for newcomers to gain traction quickly.
if you’re a brand-new coach, other, faster strategies like these might be a better fit:
- Networking and Referrals: Use your existing contacts and seek referrals. This can bring immediate results and helps build your reputation.
- Social Media Marketing: Platforms like LinkedIn or Instagram can help you connect with potential clients more quickly and showcase your expertise.
- Paid Advertising (PPC): While costlier, platforms like Google Ads or Facebook Ads can bring you immediate visibility and leads.
- Partnerships: Collaborating with complementary businesses or professionals can quickly expand your reach.
- Speaking Engagements or Workshops: These can quickly establish you as an expert and bring in potential clients.
As your coaching business stabilizes and you’re looking for sustainable growth, that’s when SEO becomes a valuable investment. It’s best suited for coaches who have:
- A clear niche and target audience
- Resources to invest in long-term strategies
- Established services and some client base
- A desire for sustainable, scalable growth
Different Ways to Invest in SEO
When it comes to investing in SEO, coaches have several options, each with its own pros and cons. Let’s explore these approaches.
DIY: Your Own Time and Effort
Pros:
- Most cost-effective in terms of money
- Allows you to learn valuable skills
- Gives you complete control over your SEO strategy
Cons:
- Time-intensive, taking you away from coaching
- Steep learning curve
- May take longer to see results due to lack of expertise
Best for: Coaches just starting out, those on a tight budget, or those who enjoy learning new skills.
Hiring a Freelancer
Pros:
- More affordable than agencies
- Can find specialists for specific SEO tasks
- Flexibility to scale up or down as needed
Cons:
- Quality can vary widely
- May need to hire multiple freelancers for different aspects of SEO
- Requires management and coordination on your part
Best for: Coaches with some SEO knowledge who need help with specific tasks or campaigns.
Hiring an SEO Agency
Pros:
- Comprehensive service covering all aspects of SEO
- Access to a team of experts
- Can handle scalable, long-term strategies
Cons:
- Often the most expensive option
- May feel less personalized
- Some agencies use one-size-fits-all approaches, which may not suit your business
Best for: Established coaching businesses with a larger budget, looking for a hands-off approach to SEO.
Hiring an In-House SEO Specialist
Pros:
- Dedicated focus on your business
- Deep understanding of your brand and goals
- Easier to align SEO with other marketing efforts
Cons:
- Significant investment in salary and benefits
- May not have the breadth of experience an agency offers
- Could be overkill for smaller coaching practices
Best for: Large coaching businesses or those planning significant growth, who have diverse SEO needs.
To choose the right approach, consider your budget, time availability, current SEO knowledge, and business goals.
Many coaches start with a DIY approach, then move to freelancers or agencies as they grow. You might also mix up approaches, such as learning the basics yourself, then hiring a freelancer for specific advanced tasks.
SEO vs PPC: Which One Should You Use?
As a coach looking to grow your online presence, you’ll likely come across two major digital marketing strategies: SEO and PPC. Let’s break down the key differences.
Cost Structure:
- SEO: Primarily requires an investment of time and/or money upfront, with ongoing maintenance costs. While it can be resource-intensive initially, it often becomes more cost-effective over time.
- PPC: You pay for each click on your ad. Costs can add up quickly, especially in competitive niches, but you have more control over your budget.
Time to See Results:
- SEO: Generally takes longer to see significant results, often 3-6 months or more. It’s a long-term strategy that builds momentum over time.
- PPC: Can deliver immediate results. As soon as your ad is approved and live, you can start seeing traffic and leads.
Longevity of Results:
- SEO: Once you achieve good rankings, they can persist for a long time with proper maintenance, continuing to drive traffic without additional cost per click.
- PPC: Results stop as soon as you pause your ad spend. There’s no lasting benefit once you stop paying.
Targeting:
- SEO: Allows you to target people at various stages of the buyer’s journey through different types of content.
- PPC: Offers precise targeting options, including demographics, interests, and even specific websites where your ads appear.
Trust and Credibility:
- SEO: Organic search results typically carry more trust with users. Appearing at the top of organic results can boost your credibility as an authority in your field.
- PPC: While effective, ads are clearly marked as such, and some users may be skeptical or use ad blockers.
Flexibility and Control:
- SEO: Changes can take time to implement and show results. You have less direct control over when and where you appear in search results.
- PPC: Offers more immediate control. You can quickly adjust your messaging, targeting, and budget as needed.
For coaches, the choice between SEO and PPC often comes down to your specific situation:
Choose SEO if:
- You’re in it for the long haul and can wait for results
- You want to build lasting authority in your niche
- You have valuable content to share and can create more regularly
- You’re looking for a cost-effective strategy in the long term
Choose PPC if:
- You need immediate visibility and leads
- You’re launching a new coaching service or program
- You want to target very specific audiences
- You have the budget to sustain ongoing ad spend
Many successful coaches use a combination of both strategies. You might use PPC to generate immediate leads while building your SEO foundation for long-term success.
As your organic rankings improve, you can gradually reduce your PPC spend or use it more strategically for specific campaigns or services.
Actionable Next Steps
Investing in SEO is a solid pathway to a sustainable business. I used it to grow my relocation coaching service from 0 to profitability – without spending anything on paid ads.
So if you’re ready to take the next steps, I can help you. I offer a tailored SEO and content creation service specifically designed to help coaches, consultants and expertise-led businesses generate qualified leads, not just traffic. Book a free 30 min call here.
Alternatively, if you’re not ready to hire anyone yet, you can get started yourself for free with my library of handy SEO resources and guides.
I’m also in the process of building an affordable online course to help experts like you easily create authority blog content that ranks and drives high-quality leads for your business. Join my email list to be the first to know when it’s released.
