A new VIP client of mine read an article about SEO—search engine optimization—and went down a rabbit hole of stress.
I assured them that we addressed SEO for a coach by doing market research on their chosen target audience and applying smart keywords to everything we wrote for her coaching business.
And, for the business model we created, with high-touch, high-ticket offers, they would not need to dig deeper into SEO. The relief was palpable.
Search traffic is NOT the best way to attract serious coaching clients who will show up, do the work and make real progress.
And, increasingly, AI is stealing attention away from original content on searches.
Let your left brain relax. You don’t have to play in that cold sandbox.
But there are some things you do need to know. Let’s talk about that.
Coaching is a Unique Service
Traffic from SEO efforts is critical for companies that sell well known commodities or easily understood services.
If you are looking for an electrician, plumber, tree trimmer or yoga studio you know what words to type into your browser. Search engines will find those services close to you.
Or you might skip the search entirely and just get a recommendation from a friend.
But it’s unlikely that your ideal client will search for your services on Google in the same way.
Even if their search term has a fill-in-the-blank word before coaching like “wellness coaching” or “confidence coaching” paying clients are unlikely to find you in your first few years through searches unless you pay for sponsorship or ads.
That’s not a good use of your funds.
Use smart keywords in everything you write and don’t give a lot more time to it.
The BIGGEST BENEFIT to using the right keywords is about building trust not clicks. So keep your attention on that, not the highly technical, fussy aspect of SEO.
4 Powerful Questions to Help You Use Keywords for Your Coaching Niche
- The most critical keywords efficiently and specifically describe your narrow viable audience.
- Second tier keywords describe SPECIFIC BIG PROBLEM in words your audience would use to search
Use these questions to begin identifying keywords that will help you grab the attention of your ideal clients.
Think like your audience and NOT like a coach.
BE SPECIFIC!
WHO exactly is your target audience?
What does your audience want urgently right now?
What specific BIG problems are in the way of that urgent desire?
And what words or phrase do they use to describe those urgent desires and pain points?
Expand from that.
Often, I see coaches post generic coaching content. It doesn’t address anyone specific or their big problems. It focuses on the wonders of coaching.
Broad, abstract language that could attract anyone won’t serve you in the long run!
But specific keywords and keyword phrases that you’ve researched for your audience will not only help search engines index your business over time, it will help you grow your brand and presence.
Is it Best to Attract Coaching Clients Slowly or Quickly?
Like I used to, you may be thinking that the fastest, shortest route to enrolling clients is the best way to fill your coaching business with paying clients. Wouldn’t it be great to get all of your clients through Google searches?
Maybe not. Here’s a true story…
When I first launched Prosperous Coach, I started with a membership program called The Coach’s Power Path.
When I didn’t get the flow of enrollments I’d hoped for in the first year, I hired an SEO consultant to help me boost traffic to my sales page.
$6000 and 6 months later that effort had made ZERO difference. I vowed never again to push money into SEO or any kind of advertising. There’s a better way.
I also learned that I didn’t enjoy how few people actually engaged in and applied the program. That’s typical of FAST online sales.
I changed my business model away from online programs and products to one-on-one services. It’s a sane way to work if you care about people.
I differentiated myself from all the other mentors for coaches out there by focusing my “front door” offer on the coaching niche problem, which few mentors want to tackle, even though it’s a hot button issue for all new coaches.
Thatlanded me on the first page of Google without investing in sponsored ads or doing any SEO machinations except for using keywords!
It was fun for the few years that lasted.
Now, even though I have hundreds more keyworded articles, social posts and a popular long run podcast with over 350 episodes, I’m lucky if I’m on the 4th page of Google with a search for “coaching niche”.
And you know what, I don’t sweat that. It’s not the sandbox I’m playing in anymore.
I suggest you don’t play in that search traffic sandbox either!
While I do still get hits to my website through Google searches, if coaches just jump onto my website and apply for a Discovery Call for my VIP Mentoring program, they are rarely ideal clients for me.
My podcast builds the trust for the fit I want. So, I say with confidence:
Longer, slower attraction methods work best if you care who you work with.
Do you want fast clients or clients who believe that you are their best choice?