Without a solid SEO strategy, your coaching website will stay invisible in search results. You’ll miss out on a steady stream of ideal clients – no matter how expert you are in your niche.

In this guide to SEO for coaches, I’ll show you the exact step-by-step strategy I use to create high-ranking search-friendly blog content that’s driven hundreds of valuable leads, ready to purchase my expert services.

I’m an SEO coach and consultant who has earned over six figures in revenue from my own websites. I’ve also worked with many B2B clients. You can find me on LinkedIn here.

seo for coaches

Is SEO the Right Fit For My Coaching Business?

Before you start building an SEO strategy, it’s important to consider whether it’s the best fit for your specific type of coaching business.

The key is to first understand your target audience and the types of problems they’re actively searching for online.

If your coaching niche addresses common pain points that people are searching for, then SEO could be a game-changer for your business.

For example, a career coach’s potential clients might search for:

  • “how to change careers at 40”
  • “job interview preparation tips”
  • “resume writing services”

By creating content that targets these keywords and provides valuable solutions, you can easily attract your ideal clients through organic search traffic.

On the other hand, if your coaching niche is highly specialized or your target audience isn’t likely to turn to Google for answers, then SEO might not be the best use of your marketing resources.

This could be the case for some spiritual coaches who get clients through word-of-mouth referrals, or life coaches who rely on in-person networking events.

Even if you fall into one of these categories, that doesn’t mean you should dismiss SEO entirely. It’s all about understanding your specific niche and audience.

A spiritual coach specializing in helping women navigate midlife crises could target long-tail keywords like “spiritual practices for life transitions” to attract clients seeking their unique expertise.

But if your audience isn’t likely to turn to Google, I’d advise you to focus on other marketing strategies for coaches that resonate better with your specific target clients, such as social media.

With that caveat in place, let’s take a brief look at the benefits of SEO for coaches.

Why SEO is Great For Coaches

Here are just a few reasons why SEO could be an excellent fit for your coaching business. This is what it can help you achieve:

  • Attract high-quality, targeted leads who are actively searching for your coaching services
  • Increase your online visibility and reach a wider audience of potential clients
  • Establish your authority and credibility in your coaching niche
  • Drive consistent, organic traffic to your website without relying on paid advertising
  • Improve your website’s user experience and engagement, leading to higher conversion rates
  • Build trust and rapport with potential clients before they even reach out to you
  • Gain a competitive edge over other coaches in your niche who aren’t leveraging SEO
  • Generate passive, long-term results that continue to bring in leads even when you’re not actively marketing
  • Complement your other marketing efforts, such as social media and email marketing
  • Provide a strong foundation for your online presence and support your long-term business growth

By investing in SEO as a coach, you can tap into a powerful, sustainable source of high-quality leads and establish yourself as a go-to experts in your niche.

Yes, it calls for some upfront effort and ongoing maintenance, but the long-term benefits can be transformative for your coaching business.

SEO For Coaches: My 9-Step Blueprint To Rank & Convert

#1. Identify Audience Pain Points

To leverage SEO for your coaching business, start by understanding your target audience and the specific problems they face.

Once you know your ideal client’s pain points, you can create content that directly addresses their needs and positions your coaching as the solution they’ve been seeking.

For example, a relationship coach targeting single women might focus on pain points like:

  • Getting over a breakup
  • Recognizing toxic relationships
  • Building confidence for dating

A business coach working with entrepreneurs may target challenges such as:

  • Creating successful online courses
  • Growing an email list
  • Outsourcing effectively

To uncover pain points, pay attention to common themes in your coaching sessions and engage with your audience online. Then use keyword research tools to identify the exact phrases and questions they’re searching for.

Even if your coaching niche feels ultra-specific, there may still be people searching for the solutions you offer. The key is to create targeted content that speaks directly to your audience’s unique needs.

In the rest of this guide, we’ll look at how to optimize your content, build authority, and drive organic traffic to your coaching website.

#2. Target Business-Relevant Keywords

Keywords are the specific words and phrases that people type into search engines like Google when they’re looking for information, products, or services online.

In the context of SEO for coaches, keywords are the terms your potential clients use when searching online for solutions to their problems or challenges.

Keywords act as the bridge between your ideal client’s pain points and the solutions you offer through your coaching services.

By targeting the right keywords, you can attract highly qualified leads who are actively searching for your help.

To maximize your SEO efforts, focus on keywords that align with your audience’s pain points and showcase your expertise in your coaching niche.

Two effective types of keywords for coaches are:

  1. “How-to” phrases: Questions your ideal clients are asking when they’re struggling with a specific challenge, such as “how to lose baby weight” for a postpartum health coach.
  2. Benefit-focused keywords: Outcomes your clients hope to achieve by working with you, like “strategies for getting a promotion” for a career coach.

When brainstorming keywords, think like your ideal client. Use keyword research tools like Semrush or Ahrefs to identify the exact phrases they’re searching for and assess the competition level.

Don’t forget about long-tail keywords – longer, more specific phrases that attract fewer but more qualified leads. Remember, your focus should be on attracting quality leads, rather than just high volumes of traffic (which may not necessarily be relevant to your bottom line).

As you create blog content around your target keywords, focus on providing value and demonstrating your expertise.

Use keywords naturally throughout your content, but avoid stuffing them in unnecessarily.

The goal here is to create content that ranks for relevant keywords, but that also genuinely helps your ideal clients and positions you as the go-to coach in your niche.

#3. Match Search Intent

‘Search intent’ is the reason behind a user’s search query – what they’re ultimately trying to achieve or find when they type a keyword into Google. Each keyword has its own search intent.

Understanding search intent and matching it with your blog posts is vital – both for resonating with your target audience and ranking well in search results.

There are four main types of search intent:

  1. Informational: Users are looking for specific information or answers to their questions.
  2. Navigational: Users are trying to find a specific website or webpage.
  3. Commercial: Users are considering a purchase and researching their options.
  4. Transactional: Users are ready to buy and are looking for the right product or service.

As a coach, most of your target keywords will likely fall under the informational and commercial intent categories.

Your ideal clients are searching for solutions to their problems and exploring the different coaching options available to them.

To match search intent, analyze the top-ranking competitor pages for your target keywords and look at the type of content they provide.

Are they mostly blog posts, product pages, or service descriptions? What questions do they answer, and what solutions do they offer?

For example, let’s say you’re targeting the keyword “how to overcome procrastination.” You find that the top 10 results consist of in-depth blog posts providing actionable tips and strategies. In that case, you should create a similar type of content to match the informational intent.

On the other hand, if you’re targeting a keyword like “productivity coaching services,” and the top results are mostly service pages describing different coaching packages, then you’ll want to create a commercial-focused page that showcases your offerings and highlights the benefits of working with you.

Matching search intent lets you show Google that your content is relevant and valuable to users, increasing your chances of ranking higher in search results.

It also helps you create content that genuinely resonates with your ideal clients and moves them closer to that critical point – working with you.

As you develop your content strategy, always keep search intent in mind.

#4. Find and Fill Content Gaps

Content gaps are areas where your website is missing valuable information that your target audience is searching for.

By identifying and filling these gaps, you can attract more organic traffic, establish your authority, and better serve your ideal clients.

There are two main types of content gaps to consider:

  1. Overall content gaps on your website
  2. Content gaps within specific blog posts targeting a keyword

To find overall content gaps on your website, analyze your competitors’ sites and identify topics relevant to your niche but missing from your own site.

Look for blog posts, resources, or services that address your ideal clients’ pain points and provide solutions to their challenges.

For example, if you’re a health coach and notice that your competitors have entire sections dedicated to meal planning and recipes, but your website doesn’t cover these topics at all, that’s a significant content gap.

You can fill the gap by creating new blog posts, guides, or resources on these subjects.

Once you’ve identified overall content gaps, prioritize them based on their relevance to your target audience and their potential to attract organic traffic.

Then, create high-quality, comprehensive content that fills these gaps and provides unique value to your ideal clients.

The second type of content gap to look for is within specific blog posts targeting a keyword.

When analyzing your competitors’ content for a particular keyword, assess how thoroughly they cover the topic and identify any areas where they fall short or miss important information.

For instance, let’s say you’re targeting the keyword “how to create a successful morning routine.”

You notice that your competitors’ blog posts on this topic lack practical examples or fail to address common challenges.

You can fill these gaps by creating a more comprehensive, actionable guide that provides the missing information.

When filling content gaps within specific blog posts, focus on creating content that’s:

  1. More in-depth and well-researched than your competitors’
  2. Actionable, with practical tips and examples
  3. Engaging and easy to consume
  4. Optimized for your target keyword

This way, you can create a comprehensive content strategy that attracts more organic traffic, establishes your authority, and provides exceptional value to your ideal clients.

#5. Craft Click-worthy Titles

Your blog post titles are the first thing potential readers see in the search results. They play a crucial role in determining whether someone clicks through to your content.

Here are my favorite strategies for creating compelling titles:

  1. Include your target keyword: Placing your primary keyword in your title helps both search engines and users understand what your content is about. Try to place the keyword as close to the beginning of the title as possible.
  2. Highlight the main benefit: Clearly communicate the value readers will gain from your post. Use phrases like “How to,” “X Ways to,” or “The Ultimate Guide to” to showcase the practical, actionable nature of your content.
  3. Create a sense of urgency: Use power words like “Now,” “Today,” or “Instantly” to encourage users to click through and read your post right away.
  4. Keep it concise: Aim for titles between 50-60 characters to ensure they display fully in search results. Use tools like CoSchedule’s Headline Analyzer to optimize your title length and impact.
  5. Make it unique: Stand out from the competition by adding a unique angle or perspective to your title. Use unexpected phrases, emotional triggers, or thought-provoking questions to grab attention.

Examples of click-worthy titles for coaching blog posts:

  • “5 Simple Mindset Shifts to Overcome Procrastination Today”
  • “The Ultimate Guide to Building Unshakable Confidence in Your Career”
  • “How to Create a Personalized Self-Care Plan That Actually Works”
  • “7 Proven Strategies to Attract Your Dream Relationship Now”

When writing your titles, always keep your target audience in mind.

Consider what would make them stop scrolling and click through to your post. Use emotive language that resonates with their needs, desires, and emotions.

You should also pay attention to your subheadings or H2 tags throughout the post. These subheadings should be engaging, informative, and naturally incorporate related keywords to further optimize your content for search engines.

#6. Show Off Your Expertise

Establishing your credibility and expertise is key for converting your readers into clients. You want readers to trust your advice, value your insights, and feel confident in your ability to help them achieve their goals.

One effective way to show your expertise is by adding a short “expertise statement” in the introduction of your blog post.

This should briefly highlight your relevant experience, qualifications, or achievements, basically demonstrating why readers should listen to you.

For example, you might say something like, “As a certified relationship coach with over a decade of experience helping couples build stronger, more fulfilling partnerships, I’ve discovered that…” or “In my 5 years as a productivity coach, I’ve found that the most successful entrepreneurs all share one key habit…”

Here’s one of mine (below):

Also, throughout your blog post, use authoritative language that conveys confidence in your advice and recommendations.

Phrases like “I recommend,” “In my experience,” or “I’ve found that” are helpful for asserting your expertise and building trust with your readers.

When you make claims or share insights, be confident and direct. Avoid uncertain language or hedging your statements.

Instead of saying, “This strategy might help you improve your communication skills,” say, “This proven strategy will help you communicate more effectively and build stronger relationships.”

To further enhance your credibility, use screenshots, images, or videos to support your key points.

For example, if you’re sharing a case study about a client who achieved remarkable results through your coaching, include a testimonial screenshot or a video clip of them sharing their experience.

Visual evidence validates your expertise. It also makes your content a lot more engaging.

Another way to demonstrate your expertise is by referencing relevant research, studies, or industry experts that support your ideas. This shows readers that your advice is grounded in evidence and aligned with best practices in your niche.

Finally, don’t be afraid to showcase your personality and unique coaching style in your writing. Your blog is an opportunity to give potential coaching clients a taste of what it’s like to work with you.

#7. Structure Content For Maximum Impact

To maxmize SEO success, make sure to structure your content in a way that appeals to both search engines and human readers.

By optimizing your blog post’s structure, you can improve your search rankings, keep visitors engaged, and ultimately convert more of your readers into clients.

First, let’s focus on how to structure your content for search engines (this is called “on-page SEO”).

To help Google understand and rank your post, make sure to include your primary keyword in several key places:

  • Title or H1 tag
  • First 10% of your text body
  • URL slug
  • Meta description
  • Several times throughout the post in H2 headings, image alt text, and naturally within the content

But, be careful not to overuse your keyword or engage in “keyword stuffing.” Just include it naturally where it makes sense in the context of your writing.

Next, let’s talk about structuring your content for human readers.

Even if your post ranks well in search results, you still need to engage your visitors and keep them on your page long enough to absorb your message and take action.

To create a user-friendly reading experience, break up your content into easily digestible chunks.

Use some or all of the following:

  • Short paragraphs (2-3 sentences max)
  • Bullet points
  • Numbered lists
  • Subheadings (H2 and H3 tags)
  • Images, videos, or other visual elements
  • Plenty of white space

These formatting techniques make your content more scannable and less intimidating, encouraging readers to stay on your page and engage with your ideas.

When structuring your post, follow a logical outline that guides readers through your main points. Start with an engaging introduction that hooks their attention and establishes your expertise.

Use subheadings to organize your content into clear sections, each focusing on a specific subtopic or key takeaway.

Within each section, lead with your most important information and then dive into supporting details. Use examples, anecdotes, or case studies to illustrate your points and make your advice more concrete and relatable.

As you wrap up your post, summarize your main ideas and leave readers with a clear call-to-action.

Encourage them to try out your advice, share their thoughts in the comments, or take the next step in working with you as their coach.

#8. Build Internal Links

Internal linking is a powerful (yet vastly underused) SEO tactic.

Done properly, it helps search engines understand your website’s structure, while also guiding your readers to related content.

The first step in creating an effective internal linking strategy is to establish a logical structure for your content.

One popular approach is the pillar-cluster model, where you create comprehensive “pillar” pages that cover broad topics related to your coaching niche, and then link to more specific “cluster” pages that dive deeper into each subtopic.

For example, if you’re a career coach, you might create a pillar page on “The Ultimate Guide to Career Advancement” that broadly covers topics like resume writing, interviewing skills, networking, and professional development.

Then, you’d create cluster pages that focus on each of these subtopics in more detail, such as “10 Resume Writing Tips to Land Your Dream Job” or “Mastering the Art of Informational Interviews.”

By linking your pillar and cluster pages together, you create a clear roadmap for both search engines and readers to navigate your content and understand the relationships between your topics.

As you create new blog posts, make sure to include 5-10 internal links to other relevant pages on your site.

This helps distribute “link juice” throughout your website and shows search engines that your content is interconnected and valuable.

Don’t forget to go back and add links from older posts to your new one.

This makes sure no post becomes an “orphan” (i.e., a page with no internal links pointing to it), which can hurt your search rankings and make it harder for your readers to find the post..

When you add internal links, use contextual anchor text that makes sense for the reader.

Instead of using generic phrases like “click here” or “read more,” use descriptive text that gives readers a clear idea of what they’ll find when they click the link.

For example, if you’re linking to a post on “10 Mindfulness Techniques for Stress Relief,” you might use anchor text like “reduce stress through mindfulness” or “practice these simple mindfulness exercises.”

This helps both search engines and readers understand the context and relevance of the linked content.

Finally, you should consider using tools like Ahrefs or Semrush to audit your website’s internal linking structure and identify opportunities for improvement.

These tools are super handy, as they can help you find orphaned pages, spot broken links, and optimize your anchor text for better SEO performance.

A strong internal linking strategy helps you create a more engaging and SEO-friendly website that attracts and retains more of your ideal coaching clients.

So I highly recommend taking the time to map out your content architecture, using the pillar-cluster model to organize your topics, and consistently linking your pages to benefit both search engines and your readers.

#9. Include Strategic Calls to Action

Call to actions (CTAs) are persuasive prompts that guide your readers towards a desired next step.

CTAs play an essential role in converting your blog traffic into tangible business results.

Here are some examples of commonly-used CTAs:

  1. Email List Signup: Use when offering valuable content upgrades or newsletters.
  2. Book a Call: Ideal for high-value services or complex solutions requiring personalized attention.
  3. Buy a Product: When you’re selling a relevant product that directly solves the reader’s problem.

It’s important to make sure your CTAs are aligned with the search intent that brought the reader to your blog post in the first place. Otherwise, your CTAs won’t be as effective and they will feel forced.

If the reader is searching for basic information, offer them a free guide or checklist (delivered in the form of a lead magnet so you can build your email list).

For more specific and advanced problems, suggest a free consultation (which can then lead to your paid coaching service).

And for product comparisons or how-tos, you can present your product as a potential solution (this method also works well with affiliate products).

Your CTA should feel like a natural progression from the blog content that surrounds it. If your post discusses a complex issue, offering a strategy call makes sense. For a how-to guide, a related course or tool could be the perfect next step.

Ready to Attract Your Dream Coaching Clients on Autopilot?

We’ve discussed many tactics in this guide to SEO for coaches!

At this point, you should have a pretty good grasp of how to use SEO to grow your coaching business.

But knowing what to do is only part of the process. The real impact happens when you start applying these strategies consistently.

Think about starting each day with a consistent flow of new leads in your inbox, all excited to work with you!

That’s the influence of SEO. 😎

Optimizing your content for search engines and your target audience helps you to attract dream clients automatically.

You can build a coaching business that aligns with the lifestyle and impact you want.

So, what’s your next move? If you feel overwhelmed or uncertain about where to begin, I can help.

As an experienced SEO coach and consultant, I help coaches like you create effective content strategies that generate great results.

Schedule a free discovery call with me today, and let’s discuss how I can help you attract your ideal clients and grow your coaching business through SEO.

We’ll talk about your goals, challenges, and target audience, and I’ll provide personalized suggestions for optimizing your content and website.

Book a Free Call Now

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