SEO Keyword Strategies for Private Practices: Local vs. Online Providers
Growing your private practice means making sure people can find you online. But with all the SEO advice, how do you figure out what actually works for your business? Understanding the difference between keyword strategies for local SEO and broader online SEO is the first step to success.
Whether you're a counselor, coach, or health and wellness provider, tweaking your keyword strategy to better connect with your audience can make a big difference. In this article, we'll discuss how local and online keyword strategies can boost your visibility and help you reach more clients.
What is Keyword SEO (Search Engine Optimization)?
Keyword SEO helps your website appear higher in search engine results (like Google), making it easier for people to find you. It's all about selecting the keywords that match your services and audience and strategically placing them across your website, blog posts, and online listings.
Keywords are just specific words or phrases people search for when looking for services like yours. By using the right ones, search engines can better understand what you do and connect your site to the right people.
For example, if you offer in-person services, your keyword strategy will look different from an online-only provider targeting clients statewide or nationally. Local SEO focuses on reaching nearby clients, while broader strategies help you get in front of people across larger areas.
Whether you focus on local clients or a multi-state audience, achieving the right keyword strategy can drive traffic to your site and connect you with the people who need your services.
Keyword SEO for Local Businesses
If you're a solo or small group service provider, most people searching for services like yours will likely be looking for someone nearby.
Think about it: When someone types "therapist near me" or "health coach for women in Baton Rouge," they want to find a provider nearby.
That's why it's essential to understand the importance of local keyword SEO—it helps you show up at the top of search results when people nearby are looking for services like yours.
1. Focus on Local Keywords to Boost Your Visibility
Using local keywords strategically across your website is one of the best ways to improve your local SEO and connect with nearby clients. Start by incorporating location-specific phrases—like "in-person therapist in Denver" or "weight loss nutrition counseling in New Orleans"—into key areas of your website.
Title Tags: Use local keywords in your page titles to show search engines what your site is about and where you're located. For example, "Chicago Child & Family Counseling" works better than a generic title like "Child & Family Counseling."
Meta Descriptions: Add these keywords to your meta descriptions to clarify what you offer and where. Keep it concise but engaging to encourage clicks.
Headings and Subheadings: Sprinkle local keywords into headings to make your content more scannable and relevant for both search engines and readers.
Body Content: Weave local keywords into your text, especially in service descriptions, FAQs, and blog posts.
The goal is to match the phrases potential clients type into search engines. By tailoring your content to include these terms in strategic places, you'll improve your chances of being found by the people searching for your services in your area.
Are you unsure where on your website you can find these key areas? Most website builders offer videos or articles that walk you through each.
Where can you find these key SEO areas on your website? Most website builders have tutorials, videos, or articles to help you find and understand them. Check out these handy resources from a few popular platforms:
Squarespace SEO Checklist: Learn how to optimize your Squarespace website for search engines with step-by-step articles and videos.
Wix SEO Resources: Explore their beginner-friendly SEO tools and tutorials.
GoDaddy Website SEO Help: Access guides to improve your site's visibility using GoDaddy's tools.
These resources make it easy to find what you need and start improving your site's search performance.
2. Claim Your Google Business Listing to Appear on Google Maps
Your Google Business Profile (GBP) is a critical tool for local SEO—It's how you show up on Google Maps and in local searches. While I'll be the first to admit that getting verified on GBP can sometimes be a bit frustrating, it's worth it because this is the go-to business listing for local businesses in every city.
If you haven't already, claim, verify, and optimize your listing. This simple step can help your business stand out when people search for services in your area!
Here's how to make the most of it:
Fill Out All Details: Include your business name, address, phone number, website, hours, and other relevant information. Make sure everything is accurate and matches what's on your website and other directories.
Add your Logo and photos: Upload clear logos and professional pictures of your office, service offerings, or anything that helps showcase your practice.
Post Regular Updates: Share news, tips, or updates about your services to keep your listing fresh and engaging. Include local keywords in your updates, like "therapy for stress management in Atlanta" or "life coaching for women over 50 in San Diego."
Set a Service Area: If you serve clients in multiple locations, create a separate listing for each physical location.
Request & Respond to Reviews: If it's appropriate for your profession, ask clients to leave a Google review. If that's not an option, ask colleagues or referral sources to share their experiences as a review. These reviews go a long way in building trust and boosting your visibility.
By optimizing your Google Business Profile, you'll increase the chances of your website showing up for clients seeking services close to you.
3. Get Listed on Popular Directories and Keep Your Info Consistent
Getting your business listed on professional directories is an excellent way to boost your local SEO and build trust with potential clients. These listings make it easier for people to find you while signaling to search engines that you're credible and legit.
Choose the Right Directories: Focus on highly regarded directories relevant to your profession, such as Psychology Today for therapists, Noomi for life coaches, and Choose PT for physical therapists.
Keep Your NAP Consistent: Your Name, Address, and Phone Number (NAP) should match exactly across all platforms. Minor differences, like "Suite 101" vs. "Ste 101," can confuse the search engines and harm your ranking.
Use Keywords and Details: In your profiles, include local keywords like "psychologist in Boston" or "dietitian in Denver." Highlight your services, specialties, and certifications so clients can see why you're the best fit.
Update Your Listings Regularly: If anything changes—like your phone number, office hours, or services—update your directory listings ASAP to keep them accurate and trustworthy.
Add a Link to Your Website: Adding a link to your website in directory listings not only boosts your SEO by driving traffic to your site but also gives potential clients an easy way to explore your services and connect with you.
Keeping your directory listings consistent and up to date helps you rank better in local searches and makes it easier for clients to find and trust your business.
How is Keyword SEO Different for Remote Only Businesses?
Since the pandemic, virtual-only therapy and coaching services have gained significant popularity. If you're offering online services to clients statewide or nationwide, the core SEO strategies still apply, but reaching a larger audience requires a more strategic approach. Without local connections or referrals, search engines become crucial to growing your client base.
For online-only providers targeting nationwide audiences, standing out with Keyword SEO can be more challenging. The competition is more difficult when you're not targeting a specific local area, and search engines have to sift through a much larger pool of websites.
To help you connect with the right clients, here are a few key SEO strategies to focus on:
1. Use Broad, Regional, & Online Keywords
Since you're not limited to a single location, target keywords that appeal to a broader audience.
Use keywords like “online” and " virtual” to target clients looking only for this service delivery method. For example, use phrases like "online therapy for anxiety" or "virtual wellness coaching."
If your services are state-specific, include location-based keywords, such as "online therapy for teens in Florida" or "virtual health coaching for wellness in Minnesota."
2. Craft Niche, Location-Specific Blog Content
Search engines favor fresh, keyword-rich content, making blogging even more critical for websites targeting non-local audiences.
Attract potential clients with regular content that speaks to their specific needs and locations. For example, "Mental Health Resources in Colorado" or "Online Support Groups for Grieving Teens in Louisiana" can boost your site's ranking while showing potential clients that you understand their current needs.
3. Emphasize Your Virtual Process
Optimize pages with keywords like "virtual consultations," "online therapy," or "remote coaching" to attract people who are specifically looking for remote options.
Make sure your website clearly explains how clients can access your services virtually.
4. Engage in Social Media Marketing
Social media and SEO work together to help online service providers grow by driving traffic, earning backlinks, and building trust.
Social media boosts website rankings through increased traffic, keyword usage, and relevant hashtags.
Sharing valuable content can earn backlinks and improve SEO authority.
Additionally, social media helps spot trending keywords and build trust with audiences, enhancing overall SEO strategies.
These strategies allow online-only providers to boost their visibility, reach clients in different areas, and strengthen their online presence.
SEO Strategies for Hybrid Services
Gaining visibility takes real work, whether you're promoting local, in-person services or online offerings. However, striving to stand out in both areas simultaneously is even more demanding!
If most of your clients see you in person, but you also provide online services for convenience, focusing on local SEO is your best bet. Local SEO usually has less competition, especially for niche services, making it easier to rank for terms like "therapist near me."
Online services, on the other hand, face national or even global competition, which makes it harder to stand out. Plus, Google prioritizes location-based signals in local searches, so targeting a specific audience with local SEO often works better than broader online strategies.
To get the best results, optimize your website and online listings for your main service niche and service delivery location. This will help you attract the clients who are the best fit for your practice.
Conclusion
As you can see, SEO isn't just about getting found—it's about getting found by the right clients using the right keywords. Whether serving your local community, a broader region or offering virtual services nationwide, tailoring your Keyword SEO strategy to fit your unique business is key to growing your practice.
With these tips, you'll be well on your way to making meaningful connections this year and beyond.
About Dreamtime Marketing
Dreamtime Marketing specializes in Squarespace website design and branding for health and wellness professionals, counselors, and coaches. Founded by Hope Himel-Benson, a certified digital marketing strategist with over 20 years of experience and a background in clinical social work, mental health, senior care, and healthcare communications, Dreamtime Marketing helps solo and small group practices to create a professional online presence that attracts the right clients.
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