What is Search Engine Optimization (SEO)
TL;DR
Search Engine Optimization (SEO) helps your website get noticed by search engines like Google, making it easier for users to find you online. For health and wellness professionals, It's the magic that helps you get noticed online, so more people can find your business. By using keywords, creating fresh content, and optimizing your website, you can grow your business with less effort. So, grab your smoothie and yoga mat, because we’re about to dive into the world of SEO, and I promise it’s less intimidating than a three-minute plank! For more on SEO, check out resources from SEOspace and HubSpot Academy.
What is Search Engine Optimization (SEO)?
Imagine SEO as the way your website waves hello to search engines like Google. It’s a set of strategies and tweaks that make your site more attractive to internet users. The better optimized your site is, the more likely it is that search engines will recommend your content to people looking for what you offer.
What do the robots do behind the scenes?
Crawling: Search engines send out bots to crawl (scan) your website.
Indexing: The crawled data gets stored in a massive index, like a giant library.
Ranking: When someone searches for a keyword (like “holistic wellness”), the search engine pulls out the best matches from the index and ranks them.
Why SEO matters: You want your website to be at the top of those search results. The higher you rank, the more likely potential clients will find you. And let’s be honest, who really scrolls past the first page of Google results?
Why Do You Need SEO as a Health and Wellness Professional?
You’ve poured your heart into creating a space where clients can heal, grow, and thrive—so why not make sure they can actually find you? SEO isn’t just about clicks; it’s about making sure the right people (you know, your dream clients) can easily find your services when they’re Googling phrases like "best holistic massage therapist near me" or "yoga classes for stress relief."
Increased Visibility: SEO helps you show up where your clients are already looking. No more being the best-kept secret!
Building Trust: Ranking higher in search results builds credibility. People trust Google, and if Google trusts your site, your potential clients will too.
More Clients, Less Effort: SEO brings you organic traffic, meaning clients can discover you without you having to spend hours on social media.
Need more insight on boosting visibility? HubSpot Academy offers free SEO courses that break it down step by step.
How to Get Started with SEO
Keywords and Phrases
They’re the words and phrases people type into search engines when looking for answers, products, or services. Use tools like Google’s Keyword Planner, Answer the Public or even just type in your services to see what Google suggests. Focus on what your ideal clients would type when searching for you.
On-Page SEO
It’s like giving your website a wellness treatment. Focus on making sure each page on your site is optimized for both search engines and visitors. Write for humans first, then go back and optimize.
Here are some key elements:
Title tags: This is the title of each page that appears in search engine results and at the top of browser tabs. Keep it under 60 characters because search engines will cut it off if it is too long. And don’t forget to use a keyword!
Meta descriptions: These are the short snippets that appear below your title tag in search results. A good meta description should be between 150-160 characters and summarize the page’s content. Think of it as your site’s elevator pitch!
Headings (H1, H2, etc.): Structure your content with headings to make it easier to read. Search engines also use headings to understand what your page is about. This is also helpful for accessibility purposes to help screen readers understand the layout of your page.
Internal links: Link to other pages on your site to help visitors (and search engines) find related content.
Image alt text: Every image on your site should have a description in the alt text, so search engines know what the image is, and your site becomes more accessible.
Want to dig even deeper? *SEOspace has more built-in SEO tools and guides for Squarespace users to help you on your SEO journey.
Optimize Your Content
Blogs, articles, and videos? Yes, please! Search engines love fresh, valuable content. Make sure your website is filled with helpful, keyword-rich content, from your homepage to your blog posts. But be sure not to stuff your content with keywords — think of it like gently infusing your site with them.
With Google’s new SEO update, they are cracking down on spammy, low-quality content (can you say ‘AI-generated’ content?!) and are looking for first-hand experiences that show real results.
Off-Page SEO
Off-page SEO is all about building your website’s reputation. It’s like getting glowing testimonials from your clients—Google loves it when other reputable sites link back to yours.
These backlinks act as votes of confidence, showing search engines that your site is trustworthy and worth ranking higher. Building authentic connections with other business owners in the industry is what business is all about, amiright?
Ways to build backlinks:
Guest blogging: Write articles for other reputable wellness blogs or websites and link back to your own site.
Social media sharing: Engage with your audience on social platforms and encourage them to share your content.
Directory listings: Get your business listed in online directories like Yelp or Google My Business to boost your credibility.
Technical SEO
Technical SEO is like the skeleton of your website. It involves all the behind-the-scenes stuff that makes your site run smoothly and efficiently. This includes:
Mobile-friendliness: With so many people searching on their phones, having a mobile-friendly site is essential!
Page speed: Slow loading times can cause visitors to bounce. Tools like Google PageSpeed Insights can help you check your speed and identify areas for improvement. If you are using a website builder, this tool will not accurately reflect the speed of your site. Check out this article on how to Improve Your Website Builder Speed.
SSL (Secure Socket Layer): Ensure your website has an SSL certificate, which helps secure your site and shows visitors that it’s safe. Google even gives preference to secure sites in search rankings.
Clean URL structure: Use clear and concise URLs that describe the content of your page, like www.yourwellnesssite.com/blog/yoga-for-beginners.
Local SEO
Local SEO helps you show up in location-based searches. For example, if someone searches “massage therapist near me,” you want to be at the top of those results.
Local SEO tips:
Google Business Profile: Create and optimize your Google Business Profile with accurate information, including your address, hours, and services.
Reviews: Encourage happy clients to leave reviews on Google and other platforms. You can send them requests for reviews to save them the hassle of looking for where to leave a review.
Local keywords: Incorporate location-based keywords, like “holistic health coach in Los Angeles” into your site content.
Measuring Your SEO Success
Once you’ve implemented SEO, it’s time to track your results! SEO isn’t a set-it-and-forget-it process—it requires regular check-ins to see how things are going.
Tools like Google Analytics and Google Search Console can help you track important metrics, like:
Organic traffic: The number of visitors who find your site through search engines.
Bounce rate: How many people leave your site after viewing just one page.
Conversion rate: How many visitors take the desired action, like booking a consultation or signing up for your newsletter.
Common SEO Myths (Debunked!)
There are a lot of myths about SEO out there, like you need to be a tech genius or that you’ll see results overnight. Here’s the deal: SEO is more like planting a garden than flipping a switch. You water it, you nurture it, and over time, it grows into something beautiful. Yes, it requires patience, you’re playing the long game, but the results are worth the effort!
Looking for some guidance on optimizing your website for search engines? Download the free checklist below!
If this stuff seems overwhelming, you’re not alone —
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