Squarespace SEO for Coaches: Optimize Your Site for Google
If you're a coach running your business on Squarespace, you already know the platform makes it pretty easy to build a beautiful website. But beautiful doesn’t automatically mean findable. If clients can’t discover you in search? You’re leaving money on the table.
Let’s fix that.
In this 3-part guide, we’re walking through how to optimize your Squarespace website for SEO—with a coach-specific lens. Whether you're a wellness coach, career mentor, or mindset strategist, these strategies are designed to help you show up where your clients are already searching: on Google.
Why SEO Matters for Coaches on Squarespace
Think of SEO as your virtual handshake. It introduces you to potential clients before they’ve ever clicked on your “About Me” page.
For coaches, trust is everything. And being discoverable in Google search results gives you an immediate credibility boost. Ranking for relevant keywords like “life coach in Austin” or “online mindset coach” helps position you as a trusted expert before someone even lands on your homepage.
Also, let’s be honest—referrals are great, but organic traffic is consistent. It keeps showing up, even when you’re not on social media or running ads.
The Foundation: Is Squarespace Good for SEO?
In short? Yes. Squarespace has solid SEO infrastructure baked in:
Clean HTML structure (Google loves this)
SSL certificates (essential for security and trust)
Mobile-responsive designs (a ranking factor)
Built-in sitemaps (helps Google crawl your site)
SEO-friendly URL structures
But here’s the thing: Squarespace won’t magically rank you. The platform gives you the tools—you still have to use them.
Let’s start with the most important one: keywords.
Start with Keyword Strategy (Tailored for Coaches)
📌 What your clients type into Google matters more than what you think they type.
Keyword research isn’t just for bloggers or eCommerce brands. As a coach, your site should reflect the exact language your dream clients use.
Instead of guessing, use free tools like:
AnswerThePublic (to see real search phrases)
Google Keyword Planner (for search volume)
Ubersuggest or Keywords Everywhere (for intent-driven long-tail keywords)
Example: If you're a mindset coach, instead of just “mindset coaching,” try “how to stop self-sabotage” or “coach for imposter syndrome.”
💡 Map keywords to your site pages
Here’s a simple breakdown:
Homepage → Broad service keyword + location (e.g., “Life Coach in Toronto”)
About → Keywords that highlight your niche + your name
Services → Specific problems or solutions (e.g., “Confidence Coaching for Women”)
Blog → Educational, search-friendly questions your clients ask
Want an example of how this plays out in a live site? Check out this Squarespace website designer for coaches page—it’s built with SEO and coaches in mind.
Optimize Titles, Descriptions & URLs (Your Low-Hanging SEO Fruit)
This part is not just for tech people. It’s essential for every coach who wants to be found online.
🏷️ Page Titles
Each page on your site should have a unique title. Use your primary keyword, but make it sound natural.
Bad: Home — Sarah Jones Coaching
Better: Life Coach for Women | Sarah Jones Coaching
✏️ Meta Descriptions
These don’t directly impact rankings but do affect click-through rates. Think of it as your search snippet pitch. You’ve got 155–160 characters—make them count.
Example: Ready to feel more confident, focused, and aligned? Book a free discovery call with certified life coach Sarah Jones today.
🔗 URL Slugs
Make them short, clean, and readable. Avoid messy strings like /page-id=12. Instead, use /confidence-coaching or /career-transition-support.
Image Optimization (Especially Important for Personal Brands)
Yes, even photos can help your SEO. Here’s how to handle them on Squarespace:
📸 Add Alt Text
Alt text helps Google “read” your images. Plus, it improves accessibility for screen readers.
Example: “Sarah Jones coaching a client in a peaceful outdoor setting”
⚙️ Compress Image Sizes
Large images = slow pages. Use tools like TinyPNG or ImageOptim to shrink your files before uploading to Squarespace.
Site speed matters. Google notices—and so do your visitors.
Use Headings to Structure Your Pages (For Humans and Search Engines)
Think of your page like a mini outline. Headings (H1, H2, H3...) help both readers and search bots understand what your page is about.
Heading Hierarchy Cheat Sheet:
H1: Only one per page (usually the page title)
H2: Main section headers
H3/H4: Sub-points, details, or nested topics
Don’t just bold your text. Use the actual heading blocks in Squarespace to format it properly.
If you’re using a Squarespace template tailored for coaches, these heading styles will be built in—so your structure stays clean and readable.
Internal Linking: Why It’s a (Quiet) SEO Power Move
Here’s something a lot of coaches miss—linking between your own pages.
If you’ve got a blog post on confidence tips, link it back to your confidence coaching service page. If you mention a resource in your About section, link to it.
Why it works:
Helps Google crawl your site more easily
Increases time on site (better for rankings)
Guides users toward your most important offers
And it’s super easy to do in Squarespace—just highlight your text and add a page link.
Blogging for Coaches: Why It's Non-Negotiable for SEO
A blog isn’t just a place to share your thoughts—it’s one of the most powerful tools to boost your SEO, build trust, and attract leads.
🎯 Target Long-Tail Keywords Through Blog Content
You know all those questions your clients keep asking you in sessions?
“How do I get out of a rut?”
“Is burnout the same as stress?”
“What’s the difference between a therapist and a coach?”
These are goldmines for SEO. Each one is a potential blog post that can rank for a search phrase your ideal client is actively Googling.
Tip: Use those questions as exact titles or headings in your blog.
If you need guidance on what makes a strategic homepage layout too, check out this Homepage Website Checklist for Coaches to see how clear structure can tie in with SEO and user flow.
How to Format Blog Posts for SEO on Squarespace
Once you’ve picked a topic and keyword, the rest comes down to structure.
📚 Use Headers to Organize
Start with a clear H1 (your blog post title).
Use H2s for each major section.
Break longer sections with H3s to keep it skimmable.
🧩 Add Internal Links
If you mention your coaching framework or services—link them! Keep your reader exploring.
Example: “If you’re curious about how this integrates with my coaching style, check out my custom Squarespace design service.”
📸 Optimize Your Images
Add keyword-rich alt text.
Compress for speed.
Use relevant filenames like
career-coach-desk-setup.jpginstead ofIMG_4481.JPG.
📅 Consistency > Frequency
It’s better to post twice a month consistently than post five times in one week and then ghost your blog for six months. Google notices consistency.
Create a 3-month content calendar and stick to it—even if you’re only publishing short posts.
The Backend Essentials: SEO Settings in Squarespace
Let’s peek under the hood. Here’s where you’ll make your site talk to Google.
🔧 Page Titles & Meta Descriptions
Go to Pages → Gear Icon (⚙️) → SEO Tab
SEO Title: Think keyword + benefit.
Example: “Career Coach for Women | Clarity Coaching with Maya”Meta Description: Entice clicks with a clear offer or outcome.
Example: “Struggling with your next career move? Maya helps ambitious women pivot with clarity and confidence. Book a free session today.”
🧭 Navigation & URL Structure
Make your navigation intuitive and your slugs readable.
Bad slug: /page1
Good slug: /group-coaching-program
If you’re using a Squarespace template designed for coaches, these fields are all ready to be customized—you don’t have to touch any code.
Google Analytics + Search Console Setup (Do Not Skip This)
SEO isn’t a one-and-done thing. You need to monitor how people find you and what pages perform best. Luckily, Squarespace makes it fairly simple to connect the tools you need.
📊 Step 1: Add Google Analytics
Create a Google Analytics account
Go to Settings → Advanced → External Services
Paste your Measurement ID (G-XXXXXXX)
This helps you track page views, bounce rates, and traffic sources.
🔍 Step 2: Connect Google Search Console
Go to Google Search Console
Add your site (use the URL prefix option)
Download the HTML tag verification code
Paste it into Settings → Advanced → Code Injection → Header
Once verified, you’ll get access to:
Keywords people use to find you
Pages that get the most clicks
Any indexing or crawling errors
📥 Submit Your Sitemap
Squarespace auto-generates your sitemap: just add /sitemap.xml to your domain.
Example: www.yourcoachsite.com/sitemap.xml
Submit it in Search Console to help Google index your site faster.
Local SEO for Coaches with a Physical or Regional Focus
If you coach clients in a specific city or region—even if you offer virtual services too—this part’s for you.
📍 Claim and Optimize Your Google Business Profile
Head to Google Business Profile and claim your listing. Add:
Your coaching niche
Location or service area
Booking link or call-to-action
A description that includes relevant keywords (e.g., “wellness coach in Seattle”)
🏠 Add Location-Specific Landing Pages
If you serve multiple cities or areas, consider creating individual landing pages optimized for each.
Example:
/life-coach-austin/confidence-coaching-dallas
These should include:
Keyword-rich headings
Testimonials from clients in that region
A call-to-action tailored to local searches
🧭 Add Structured Location Data
Use Squarespace’s location blocks and include your address or city in your footer and About page. It helps Google associate your site with a geographic area.
Keep an Eye on Site Speed & Mobile Experience
Squarespace templates are mobile-responsive by default—but things can still get clunky if you upload massive images or stack too many animations.
📱 Run a Mobile-Friendly Test
Use Google’s Mobile-Friendly Test to check how your site performs on smaller screens.
🧪 Improve Load Speed
Compress images before uploading
Use only essential scripts/plugins
Avoid autoplay videos or background music
A slow site = bad user experience = lower rankings. Google does care.
Authority-Building Content: Become the Go-To Coach in Your Niche
Here’s the thing—Google wants to rank trusted experts. One of the best ways to prove that you’re one of them? Create cornerstone content.
🧱 What Is Cornerstone Content?
It’s your “ultimate guide” content. Think: in-depth, evergreen blog posts or pages that cover the most important topics in your niche.
For example:
“The Complete Guide to Career Coaching for Women in Tech”
“How to Build Self-Confidence: 10 Steps from a Certified Life Coach”
These articles:
Target long-tail, high-intent keywords
Attract backlinks
Keep readers on your site longer
Position you as a thought leader
💡 How to Build It
Choose your best-performing or most in-demand topic
Write a 1,500–2,500 word guide (yes, long-form helps)
Internally link to it often across your site
Keep it updated every 6–12 months
Backlinks: Get Other Sites to Vouch for You
Backlinks are when another website links to yours—and they’re still one of the most powerful ranking factors.
📣 Where Coaches Can Get Backlinks
Guest blog on related sites (wellness, mindset, leadership)
Get featured in online directories or coaching lists
Answer questions on forums like Quora or HARO (Help A Reporter Out)
Join curated platforms like the Squarespace Directory or industry-specific networks
And don’t forget partnerships—collaborate with other coaches or therapists, and swap links in a natural, valuable way.
Remember, it’s not about spamming. It’s about relevance and value.
Monitor What’s Working—and What’s Not
Once you’ve implemented your SEO strategy, don’t let it gather dust. Check your metrics. Improve. Iterate.
📈 What to Watch in Google Analytics
Traffic Sources: Where are your visitors coming from? (Organic, social, referrals?)
Top Pages: Which blog posts or services attract the most traffic?
Bounce Rate: Are people sticking around or leaving right away?
🔎 What to Watch in Search Console
Search Queries: What keywords are bringing people to your site?
Click-Through Rate: Are people actually clicking your results?
Coverage Issues: Any pages that aren’t being indexed?
Even if SEO feels like a slow burn, small improvements compound. Keep adjusting your content based on what the data tells you.
How Long Does Squarespace SEO Take to Work?
This is the million-dollar question, and the honest answer is: it depends.
If your site is brand new, expect 3–6 months before you start ranking for competitive terms. But you can see early wins in just a few weeks by targeting low-competition keywords or creating optimized blog content that answers niche-specific questions.
For example, a post like “How to Stop Overthinking Your Career Decisions” could start ranking quickly if it’s optimized well and targets a specific pain point.
So don’t wait for perfect—start with what you have. Publish. Tweak. Repeat.
Bonus: Squarespace SEO Mistakes Coaches Should Avoid
Let’s quickly cover a few common pitfalls that could be holding your site back:
❌ Using the same keywords everywhere
Each page should target a unique set of keywords. Don’t try to rank every page for “life coach”—be more strategic.
❌ Ignoring image optimization
Uncompressed images can tank your load speed. And missing alt text is a wasted opportunity for relevance and accessibility.
❌ Skipping meta descriptions
Even if they don’t directly impact rankings, they do impact click-throughs. Write them for humans, not bots.
❌ No internal linking strategy
If your blog posts and service pages are islands with no bridges between them—you’re missing out on both ranking and conversions.
Recap: Your Squarespace SEO Action Plan (for Coaches)
Here’s your condensed checklist for success:
✅ Do keyword research using real client language
✅ Map keywords to specific pages and blog posts
✅ Optimize titles, meta descriptions, and slugs
✅ Format content with proper headings and internal links
✅ Use alt text and compress your images
✅ Set up Google Analytics and Search Console
✅ Create cornerstone blog content
✅ Get relevant backlinks from credible sources
✅ Monitor results and adjust monthly
✅ Keep your site fast, mobile-friendly, and updated
Ready to Put It Into Action?
If you’ve made it this far—bravo. SEO can feel like a beast, but when you break it down like this? It’s completely doable.
Want to shortcut the process and get a site that’s already built with SEO best practices baked in? Check out my Squarespace templates for coaches—they’re designed to convert, rank, and grow your business.
Or if you’re ready for something fully custom, explore my Squarespace website design service for coaches. It’s your shortcut to a polished, strategic website that reflects your coaching expertise and gets found on Google.
Either way—you’ve got this.
