Mastering SEO for Wellness Entrepreneurs: Your Key to Online Success

SEO Strategy for Wellness Entrepreneurs

Hey there wellness entrepreneur! Welcome back!

Today I’m honored to have on special guest and expert in SEO, Laura Jawad. She is a SEO strategist as well as a personal trainer.

In this blog, you will find helpful information if you’re a brick-and-mortar and local to your community and want to get more eyes on your business so you become the expert in your own community or if you’re trying to grow your online wellness business, maybe you want to transition from a brick-and-mortar or you just want to be 100% online.

Understanding SEO is not only about getting your website more visible, attracting those dream clients to your website, but just how to get your business more visible overall. So enjoy this blog and all these golden nuggets!

Question to Laura:  So tell us a little bit about how what you’re doing in your day-to-day. You help people with their SEO and you help them with their health and fitness?

Laura: Yeah! So my business has sort of two arms. So I’m a pregnancy and postpartum personal trainer. So part of my day, I do still see clients virtually for personal training sessions. And then the other part of my day, I spend helping folks with their SEO.

And so that can be anything from auditing websites and then creating reports that I share with them, or I also offer SEO coaching. So I have those coaching sessions as well.

Alison: I love that.

Question to Laura: How did you get into the SEO?

Laura: So the personal training came first. I hung my shingle, so to speak, in 2017 and with no intention of being an online entrepreneur at all. And come COVID, I had to take everything online. And of course, the standard advice is typically you have to be on social media. You have to be posting every day. You have to be in the DMs, right? Like this is how you’re going to be successful. And that strategy never worked for me. I’m an introvert. I’m not super comfortable on social media. And so I didn’t think I was necessarily cut out for online work.

But at some point, I started leaning into the parts of social media that I really enjoyed, which was writing the really long captions, writing the informational posts. And then I started posting those to my website. And then I started getting traction. I started getting inquiries off my website. And I started learning how to get more of that.

And so I learned about SEO. I leaned into SEO. And at this point, if you go to my Instagram, you’ll see it’s completely pivoted to SEO work. I don’t talk about fitness on my Instagram at all, not because I’m not doing it. But that’s never where I got any of my clients. My clients come to me from my website and they still do.

So I was informally helping a lot of colleagues who also wished to be less dependent on their social media. And I decided to productize that in 2023. So it was sort of a natural process from using SEO in my own business, helping other folks and then turning it into another business.

Alison: Yeah! I love that. And probably what you said, like, “Oh, there’s a way to bring in more clients without relying 100% on social media,” is like a breath of fresh air for a lot of people. Because what you’re saying, there’s a lot of wellness entrepreneurs that are empaths, that are introverts. And being on social media all the time can really beat on their energy. And so knowing that there’s another way to bring in clients and utilize websites, many of them have websites, is music to their ears.

Question to Laura: So tell me, in regards of SEO and getting new clients from your website and optimizing that, what is the information regarding SEO that you wish a lot of wellness entrepreneurs knew?

Laura: So the very first thing is just that it is something that they can do. Like, if we are capable of providing the value and solutions that we provide to our clients, we’re capable of doing a little SEO for our website as well.

Because fundamentally, when it comes to SEO, keywords and content are queen, right? They’re super important. And if you can provide value and you can talk about that value, then you can put that on your website and you can start driving traffic there. So that’s definitely something that I wish people understood, right? Folks tend to think it’s too techie for them.

The other thing that I wish people knew is that a byproduct of good SEO is a more professional, more user-friendly website. What’s good for Google, it’s also good for their clients. SEO has a slower ROI compared to something like social media. But in the meantime, there’s a lot of value to be had, right? If you look at ROI in different ways.

Question to Laura: Okay, so tell me a little bit more about the keywords. Like, if someone were to be writing a blog, let’s say on pelvic health, how might they wrap in or bring in those keywords in their blog, for example, that they can do on their own?

Laura: Sure. So I always advise folks to write people first content. So that’s the first thing is establishing the topics that they think their audience needs to know about.

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So pelvic health, for example, right? And what aspect of pelvic health? So you write the article and then you think, “How does this article solve a problem? What problem is this solving?” And then what I do is I go to Google and I type in that problem, right? And you can see if that phrase you typed in auto completes in Google, right? And this is the easiest keyword research method that I’m sharing right here, like the easiest, lowest tack. Like, you can always get more nerdy, but look to see if it auto completes. If it’s not auto completing, it’s not an indexed keyword, which means there’s not a lot of searches around that term.

So then you can maybe modify it a little bit or you can type in that keyword, hit enter and then look at the related searches because those are all indexed keywords. So you can actually go to Google for your first pass at your keyword research and find a term that’s indexed.

Alison: Ok! That’s important to know.

Question to Laura: Do you recommend, if they wanted to take it to the next step, like utilizing a free tool like SEMrush or something like that to help research keywords?

Laura: So SEMrush isn’t free. SEMrush is quite expensive, actually. The tools that I would recommend if someone wanted to take this just like a little bit to the next level, I’ll recommend two. So my favorite, actually, and what I use the most is a plugin for Chrome. And I believe it. There are plugins for a few other browsers, but I use it on Chrome. It’s called Keywords Everywhere, and it’ll give you data on every single search you do. And it’s not free, but it’s very cheap. It’s at $10 for 100,000 searches, at least the last time I had to renew mine. I don’t have to renew it very often, because 100,000 searches is a lot. But that plugin will tell you for the search query that you enter, how many people are searching for that phrase every month and how competitive it is.

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And so for folks who haven’t done any SEO work yet, really, you want to be targeting keywords that have lower search volumes. And lower competitiveness so that you’re not competing with Healthline.

Alison: Ok. So you can get ranked easier?

Laura: Yes, it’s much easier to get ranked. And so Keywords Everywhere can give you that data.

The other tool that you can use, which is a freemium product. So there’s like a free and then a paid version is Ubersuggest, which is kind of like a lighter version of SEMrush. So Ubersuggest has a keyword research feature and you get a couple of free searches a day.

And so what you do is you start with your seed keyword, the thing you’re thinking of. You put it in there and then it’ll give you like reams of related keywords and it gives you all that data with it, like the search volume, the competitiveness, and so then you can just scan.

Alison: Beautiful. I love it. So practical. And it’s good to know like there’s other options other than SEMrush and cheaper options to start.

Question to Laura: So is that where you recommend someone start is with those just keyword building in that search topic or topic that is searchable and then building in the keywords into their blog, for example?

Laura: Yeah. So if we’re talking about blogs, starting with that keyword research, that’s the place to start, right? It is not techie. It adds just minutes to your content creation process. If we want to take a step back from that even, I would say Google yourself and make sure that your website is being served up for your name and your brands. And if it’s not, start there.

So looking at your home page or about page or services page and make sure that we’re getting our name and our brand ranked well. But then when we start bringing in those informational keywords, those questions people are asking before they know where the solution, that’s when we go to the blog. This keyword research step is definitely the first place to start.

The other low hanging fruit tip that I would give right next to that is to repurpose content. So what I see a lot of folks do is it’s not that they’re not creating the content like they are, and they’re putting it elsewhere, either in their newsletters or on Instagram. So if you’re writing long form captions or you’re sending out beautiful e-mails, put that content on your website. And as you post it, do the little keyword research so you can give it like some keyword optimization, but just start putting content on your website. Do the keyword research alongside it.

Alison: Yeah, I love that. I actually repurpose my podcast into blogs. Perfect. Perfect.

Laura: I think it’s really important that folks have a knowledge base on their website so that we’re utilizing the blog feature. And I am partial to writing, and so I use my blog as a blog. But of course, you can also use it as podcast show notes. You could also use it to highlight your YouTube channel and post links to your videos and transcripts of your videos, right? So however you like producing content, showcase it on your website in the blog feature.

Alison: Awesome.

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Question to Laura: So then you mentioned with SEO that it can be a slower ROI. So let’s talk a little bit about how slow are we actually talking about and what type of consistency after they get their home page and about page all optimized, and now they’re moving on to blogs, what type of consistency will help that ROI?

Laura: So with SEO, it’s typically to start seeing clicks to your website, let’s say three to six months. But it takes 12 months for a page or a post to fully mature in Google’s eyes. So we can say that ROI is anywhere between three months and a year. It’s very broad, which is why I really advocate for folks to have their website. So you’re starting to build that SEO cred and it’s there while you’re doing all these other marketing activities. One day you’ll wake up and you’ll be getting clients from your website.

Oh my gosh, what was the second part of that question?

Alison: The consistency.

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Laura: The consistency. So because SEO takes so long to vest, I think of it like an investment in the stock market, right? You deposit, you buy some stocks, you don’t expect to get a return on that next week, right? But the more stock you buy early, the more money you’ll have later. And SEO is the same way. So especially when you’re starting your blog, the more frequent your posts, the sooner you’re going to start to see ROI on that SEO, not because Google is keeping track of the consistency, but because you have more content on your website that’s building its SEO cred over time.

I think the best thing that folks can do is acknowledge where they’re at and say, like, “What can I reasonably do? Can I post a blog post every week? Can I post a blog post every other week?” And just try and get on a schedule, just like any other type of content creation, you know, for folks who blog for money. And that’s where a lot of it, the advice comes from. Those guys are posting multiple times a week, right, to drive the maximum amount of traffic to their website because all they want is eyeballs. It’s not like they’re looking for an ideal client. But we can take some lessons from that. And it’s simply that the more content you get up early, the more return you’re going to have in the long run.

Alison: Got it.

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Question to Laura: Now, let’s say you do post a blog like a year ago and it doesn’t mature, as you say, it doesn’t actually like rank or get like views. Does it mean that it will never mature or and that you should go back and like maybe research different keywords or what not? Or do you just like allow it to be?

Laura: So that’s a really good question there. I’m pausing because there’s a number of ways to answer this question. So, yes, the SEO is mature. Like if your blog post isn’t ranking after a year, it’s not going to in its current set of circumstances. What you can look at, so if what has happened is your blog is ranking, it’s just not ranking as well as you want. So say you are on page four for the search term that you are hoping to target and you’d rather be on page one. It’s always easier to improve your ranking for an existing keyword than to start over and get ranking for a new keyword. So what I would do in that case is see how I could better optimize the article for that keyword. What have I missed?

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I would also go to the metadata. So it’s the SEO title and the meta description. And those are simply, I hate that the names are so like complicated sounding, but those are just where you tell Google how you want it to appear in the search results. So you’re specifying how you want the title of that page to appear in the search results and the description underneath it.

Sometimes tweaking those to make them more attractive, more click worthy, so to say, can also really help the ranking of the article. So article, where you already, you have some ranking, it’s just not as good as you hoped. If your article isn’t hitting at all, then yes, I would look at the keyword and say, “Could I choose a different keyword that’s maybe lower volume, less competitive” and use that instead.

And the thing is, for solopreneurs, and service providers, I imagine we have a lot of physical therapists in the audience for this podcast. Those low-volume keywords are enough. Folks shouldn’t be put off by something that keywords everywhere. Ubersuggests as has zero searches per month, zero searches per month in a tool means that it’s being it’s indexed. It’s just not getting a lot of views, but those views are so specific and they’re more likely to convert.

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Alison: Ok. So they’re reaching the right person and so targeting those zero volume searches or just the lower volume searches, 10 searches a month, 30 searches a month, 50 searches a month are actually going to drive the most traffic to your website. Yeah, so good to know.

Question to Laura: And can you use Google My Business to help with ranking at all?

Laura: Absolutely, and especially for your audience. So with business, yes, yes. So local businesses have this extra SEO superpower, and that is the local targeting. So Google My Business is essential for a local business to do well. Everyone should be filling out their profile, filling it out completely, uploading images, updating it when it needs updating. And requesting testimonials, keeping their profile active.

Other things that folks can do to help solidify their local SEO is putting local content on their website. So thinking about, in those blog posts, how can they create content that is so if we’re talking about pelvic health, physical therapists, maybe we’re thinking about interviewing some allied service providers. Maybe we’re interviewing a postpartum personal trainer or interviewing a midwife or we’re interviewing a local doula. And putting that on our blog.

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You also want to make sure that the links, so we always want to get links back to our website. That’s sort of one of the foundational SEO practices is making sure you have a link profile, other websites referring back to you. And in the case of a local business, you want as many of those links to come from other local businesses as possible. So that’s a strong signal to Google that you’re like embedded in a local community and that your local community trusts you.

So I think starting with those three things, making sure that Google My Business profile is robust and complete, creating some locally focused content on your website and then making sure that your link profile reflects your service area.

Alison: Yeah, so much great information here. So helpful.

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Question to Laura: And before we started to hit record, we started to talk about common mistakes made with SEO. Do you want to highlight any of those?

Laura: Yeah, absolutely. So the first one’s going to just dovetail into stuff we’ve already talked about, and that’s just not doing the keyword research or creating the content. Google is never going to see you as an expert if there’s not a knowledge base on your website. You have to show Google where your expertise lies. And so that’s where the keyword research and content is crucial.

A five-page website is just never going to do as well as a website that has like a robust blog that’s associated with it or that’s well keyword researched.

The second one is ignoring metadata. So we talked about the SEO titles and the meta descriptions that sound scarier than they are. But that data helps. It provides context to Google as to what your page is about, and it truly helps in the ranking process. And it’s not hard to find. So on WordPress, a lot of folks will have like a Yoast plugin or an All-in-One SEO plugin, and it makes it very easy to insert that data. Squarespace, Wix, where else might folks have their website? All these platforms make it easy to enter this data because they know the value of SEO. So if you don’t know where to enter that data, do a quick Google, your platform, SEO title. It’ll show you where to enter it.

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And then maybe the final thing I’ll add here is not images. So a direct ranking factor for websites is the speed at which they load. How long does it take for that page to show up when someone clicks on it? And slower websites are essentially, oh, it’s the word, demoted. You want your mobile web page to load in under three seconds. And I would have sort of to guess that most of our audience here, their pages are loading in about 15 to 18 seconds. That’s what I most frequently see. And the biggest culprit is giant images, giant images. So they’re heavy. They slow down websites when you are designing your website or if you’re going back to just do a quick SEO clean up, right click that image, save it to your computer, look at the size. You want it to be under 100 kilobytes.

And there’s a variety of tools that you can use to compress your images on a Mac. You can use Preview. I use Affinity Photo. I wouldn’t rely on something like Tiny PNG. I would do it yourself in one of these tools. So reduce the pixel dimensions, reduce the resolution.

So typically keep the pixels under a thousand, keep the resolution down at 72. And you can even reduce the quality when you save it to like 50 percent. Most of the time, the picture is still going to look fine. If it doesn’t, you can go back and play with those a little bit. But get the file sizes smaller.

Alison: Ok! I love that. I’ve been playing around with Pixel. What do you think about that?

Laura: I’m not familiar with it.

Alison: OK, it’s PX,I have to look it up. But they have a free where you can just drop a picture in there and optimize it for a website.

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Laura: Ok. I mean, if the tool is working for you, great. What I’ve found with something like Compressor IO or Tiny PNG is that if you’re starting with a photograph that’s megabytes in size, because maybe you did like a brand photo shoot and so you have like professional photos, it’ll get it down to maybe a couple hundred kilobytes, but it can’t do the whole job.

So if you’re starting with something that’s like 250 kilobytes and you put it into one of these tools, it can usually do the job. So it depends on the starting point. So you can even like optimize it yourself and then drop it into one of these tools to finish it up. But don’t rely on your website host, like don’t rely on Squarespace to do this for you. Don’t rely on Wix to do it for you because they’re not going to do a good enough job.

Alison: Got it. Yeah! It’s called Pixlr, P-I-X-L-R dot com.

Laura: Have to check it out. I mean, it’s always like, I’m always on the hunt for stuff that makes this easier for folks. And so I’m excited to check that out because the easier we can make it, the more likely folks are to actually take the step.

Alison: Yeah, it was recommended by a web designer. I’ve been playing around with it. But I love all these tips.

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Question to Laura: What do you wish people knew in terms of SEO or wellness? What do you wish that wellness entrepreneurs knew?

Laura: Really, that they can’t afford not to do it. You know? We’ve hit on a lot of things that, of course, I want them all to internalize. But I see so many folks trying to get clients from Instagram, maybe referral marketing, right? Ignoring the website piece.

But the fact is that our clients are going to Google to solve their problems. And if you are not there or you’re not showing up, then you’re not getting that business. You’re leaving money on the table. And because it takes some time to vest, you have to start it now. Right. It’s ok if you didn’t start it a year ago, forget that. Just start today and just start with these small tweaks. Right?

It’s like fitness, a short workout done consistently is better than like a blowout workout once a month. And if we can just maybe set like an hour a week and you pick a page and you like optimize a few photos and like fill in the metadata. Next week, you can do a little bit more. And over time, that’s going to build up and that’s going to make an impact. But this should be part of your website hygiene, like your business operations.

Alison: And it’s in terms of like getting clients lead generation and marketing, there’s short term strategies like through Instagram. But this is more of a long term strategy where it will keep building upon itself. So you do rank more.

Laura: And again, like we kind of alluded to this at the beginning, all of these marketing strategies can work together in synergy. Right? I mean, I think of it, it’s like kind of a cheesy example, but I think of it as like kind of like a garden, you know, and like, I’m not a gardener. I have no green thumb. So I’m going to like totally screw up this analogy. But it’s like you plant the tulips because they come up early in the spring. Right? And then you have all this other stuff that’s dormant until the summer. And then that stuff pops up. But you plant your garden. So you have kind of this cascade of beautiful things that are always present. Right. And you can interweave your online marketing strategies the same way.

So you can use your Instagram for that immediate ROI while your SEO is vesting in the background. For the SEO business, I get my clients right now through Instagram because I’m building the SEO on my brand new marketing website. That website I only launched in November. It’s not bringing me clients yet. It will someday. And in the meantime, I’m using these shorter term strategies. So all of these things can work together. It does not have to be like a one. I feel like I went off on a tangent somewhere.

Alison: No, it’s great.

Laura: I apologize. But, you know, I think the thing we have to stop doing is thinking about our marketing strategies as like an all or nothing or like a, you know, we’re committed to this one channel and that’s it. I think we need a couple of channels that are going to fill out that garden over the course of the year so that it always is like beautiful and full.

Alison: Yeah, 100%. I love that.

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Question to Laura: So tell me, what does it actually mean to rank number one?

Laura: That is a great question. So you could rank like, there’s all, my e-mail boxes, I don’t know if yours is too, but like full of all these just like junk messages from SEOs and all kinds of places promising to get me ranked number one. If you pick the most obscure keyword that no one’s searching for, of course, it’s easy to rank it number one. And that’s why when these like shady offers are promising a number one ranking, they’re not saying we promise to get you ranked number one for the thing you do.

So when we’re thinking about what it means to rank number one, we want to think about search intent. So we want the keyword that is actually going to bring the right traffic to our website. We want to rank number one for that keyword. And then we do want to look at the volume. Like we want a keyword that people are actually searching for, you know, in most of our cases that has some volume, but not too much volume because we want to be able to compete for it.

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So when we think about ranking number one on Google, those are the things I want you to keep in mind are the intents. Is this actually the thing you want to be found for? And then two, are people actually searching for it? Those are the keywords that it like those are the keywords that matter and that you want to rank number one for.

Alison: Awesome. I love it. So much gold in this blog.

Question to Laura: Are there any other tips or parting words that you would love for people to know in regards of SEO?

Laura: I’m going to bring it back to something that we have been talking about, which is the keywords and content. And I’m just going to say it one more time that when it comes to SEO, the keywords and content are queen. And if you start getting overwhelmed by all the techie stuff, and there is techie stuff when it comes to SEO, right, like we could we could really get nerdy with it. But none of that stuff matters if there’s no content on your website and if you’re not using the right keywords, it doesn’t matter. So keywords and content are the place to start. And if you start getting overwhelmed with it, just like take a deep breath, like relax your pelvic floor and like bring it back to the keywords and the content. And just start posting stuff on your website.

Alison: I love that. And start now, like you’re saying, because it’s going to layer in with any other marketing strategy that you’re doing.

Laura: Yeah, absolutely. Reuse that content. Get it started now. A little bit is better than nothing. Right? Every little every little bit counts and it’s additive.

Alison: Yeah! 100%. I love that.

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Question to Laura: So if people want to work with you more or find out or follow you on Instagram or inquire about your SEO services, where can they find you?

Laura: So I’ll start with my website. And that is https://www.laurajawadmarketing.com/  And that’s where you can learn about my services. I’m also on Instagram at laurajawadfitness, so I’m pretty active in both of those places.

Alison: Love it. And you mentioned you had a freebie for people.

Laura: Yes, I have a freebie. So it is a freshly minted freebie called the SEO Kickstart Kit. And it is five step by step checklists that will help you set up your website to attract qualified leads on autopilot. And they are designed for the absolute newbie. And in fact, because there’s five checklists, there’s like the very foundational one and then there’s a couple to go deeper if you want to get nerdy with it. So you can grab that at laurajawadmarketing.com/SEO-kickstart-kit.

Alison: Love it. Well, thank you so much for your time and all the wisdom you shared today. So much people can get started on right now.

Laura: Yeah. Well, thank you so much for having me on and giving me the opportunity to share a few SEO tidbits with your audience.

Alison: Yeah, I love it. Thank you!

Hey, if you’re ready to grow your wellness business, I want to invite you to work with me. You’re going to make your first six figures and then scale beyond. Your next step is to book a free consultation at igniteurwellness.com. That’s igniteurwellness.com.

Ok, I’ll see you there. Bye!




Alison McLean

"I help the Entrepreneur reduce stress and live a more fulfilled and balanced life."