SEO for coaches: Optimising your coaching content
It’s not enough to have great content – you need your content to be seen by the right people. That’s where search engine optimisation – or SEO – comes into play. For coaches looking to attract clients online, optimising your content for search engines is one of the most powerful ways to increase visibility, build authority, and grow your coaching business.
If SEO sounds intimidating or overly technical, don't worry. In this guide, we’ll walk you through the basics of using SEO keywords in your content and on your coaching website, from keyword research to content optimisation, and how these steps can help you reach the right audience. Even a few small tweaks can make a big difference in terms of driving traffic to your website.
1. Why SEO matters for coaches
Imagine this: You've written a great blog post, shared an insightful podcast, or crafted a must-read guide for your coaching clients. But if no one finds it, all that effort goes to waste. This is where SEO comes in. It helps you get in front of potential clients who are searching for what you offer. It literally helps you bring your content to the people who are looking for it.
There are a number of benefits to increasing the visibility of your content:
Search engine results: SEO helps your content appear on search engines like Google when people are searching for coaching services or answers to their questions.
Builds authority: Ranking high on search engines also increases your credibility and positions you as an expert in your field. And think – how often do you click through past the first page or two of search results? That's why you want to rank high.
Leverage organic traffic that converts: When potential clients find you through web searches, they are often actively seeking solutions or services, which makes them more likely to engage and convert from the outset.
The first step, then, is to think about what questions your potential clients might be asking. Are they looking for how to find clarity in their career? Maybe tips on achieving work-life balance? Understanding these search queries and leaning into your coaching niche is the first step toward creating content that meets the needs of your audience.
2. Keyword research for coaching-specific content
Keyword research is the foundation of your SEO strategy. It involves identifying the terms and phrases your potential clients are typing into search engines. By including these keywords in your content, you increase your chances of ranking for those searches.
How to conduct keyword research:
Use SEO tools: Tools like Ahrefs, Ubersuggest, and Google Keyword Planner can help you find popular keywords related to coaching. Look for long-tail keywords (phrases that are made up of three to four words) like "business coaching for entrepreneurs" or "mindset coaching tips" that have decent search volume but low competition.
Think about what it is your user is looking for: The keywords that you use should match the intent behind your audience’s search. For example, if they’re searching for “how to improve self-confidence,” you might create content around practical tips, exercises, or mindset shifts for confidence-building.
Identify low-competition keywords: The sweet spot that you're looking for is keywords that have moderate search volume but low competition – these are easier to rank for and can attract a more targeted audience.
Start by making a list of 5–10 keywords that are relevant to your particular coaching services. A good tip is to use a combination of service-based keywords (like "career coaching tips") and solution-based keywords (such as "how to overcome imposter syndrome"). It's really just about putting yourself in the shoes of your potential client: what would they be searching for? What words or phrases would they use?
3. Optimising your content for SEO
Once you've identified your keywords, it's time to incorporate them into your content. This is known as 'on-page SEO' and it involves optimising different elements of your content so search engines can easily understand and rank it.
Some of the key elements of your website that you want to optimise include:
Titles and headings: Use your primary keyword in your title and in at least one heading. This helps both search engines and readers understand the topic of your content quickly.
Meta descriptions: Write a meta description (150–160 characters) that briefly describes your content and includes your primary keyword. This is what users will see on search results pages, and is likely to be a key factor in whether they decide to click on your link or keep scrolling – so make it compelling!
Keyword placement: You want to naturally sprinkle your primary and secondary keywords throughout your content, but avoid "keyword stuffing". Aim to include the main keyword early on – in the first 100 words of the piece of content if you can.
Internal and external links: Link to other relevant pages on your website (internal links) and to credible external sources. This helps search engines understand your content's context and enhances user experience.
Provide alt text for images: Include alt text for any images or graphics in your content. Use descriptive language and, where possible, include a keyword.
4. Creating valuable and searchable content
Optimising your content for keywords is just part of the picture. It’s also crucial to ensure that your content provides real value and is easy for users to find and engage with. Search engines like Google prioritise content that is helpful, insightful, and answers user queries effectively. So do your potential clients. Would you want to hire someone who is putting uninspiring or unhelpful content on their website? Probably not.
In order to create content that ranks and engages:
Try to answer the specific questions that your potential clients might have: Think about what questions your target audience might have and create content that answers them. Use keywords like “how to build confidence as a leader” or “tips for stress management in busy professionals” to guide your content.
Use a 'pillar and cluster' strategy: Create pillar content (in-depth, comprehensive articles on broad topics) and cluster content (shorter pieces that cover subtopics related to the pillar). This improves topic authority and helps boost your SEO rankings for multiple keywords.
Engage with rich media: Include images, videos, infographics, and other media to break up the text and engage your audience. Make sure these elements are optimised with alt text for SEO.
Create content that is easily digestible: Use bullet points, lists, short paragraphs, and subheadings to make your content scannable and easy to read.
5. Leveraging SEO beyond blogs
While written content is a powerful way to improve your SEO, it’s not the only format that matters. Videos, podcasts, and social media posts also contribute to your overall search visibility. For videos, you might use relevant keywords in your video title, description, and tags. Consider posting your videos on platforms like YouTube (the second largest search engine) and optimising for keywords that your coaching clients might search for.
For podcasts, you should consider including detailed show notes for each episode, optimised with keywords and a summary of what was discussed. This can help your podcast rank higher on search engines. And then, while social media platforms don’t directly impact SEO, they can drive traffic to your site. This means that these tips still apply – make useful and interesting content and use hashtags, keywords, and calls to action to encourage sharing and engagement. Also remember that you can (and should!) repurpose content across formats. A blog post can become a podcast episode, and a video can be broken down into social media snippets – all optimised with the right keywords.
SEO can be a game-changer for coaches looking to attract clients and grow their online presence. By conducting keyword research, optimising your content, and creating valuable, searchable content, you can increase your visibility and connect with your ideal clients more effectively.
Ready to start using SEO to boost your coaching business? Schedule a free strategy call today to learn how we can help you craft a content plan that not only ranks but also converts.