SEO Strategy for Business Coach
A data-driven execution plan to capture local search intent. This playbook targets high-value "near me" queries and transactional service keywords.
Execution Roadmap
Your proprietary methodology (e.g., 'The 5-Phase Scaling System') is your SEO moat. Break it into 5-7 hyper-specific stages, each with its own search intent cluster. Example: Instead of 'business growth,' target 'how to 3x revenue in 12 months using the Scaling System Phase 2.'
URL Structure
/systems/[your-methodology-name]/phase-[number]/[subtopic]/
Example: /systems/scaling-system/phase-2/client-acquisition/- Create a 'Methodology' schema.org type for your framework
- Use 'HowTo' schema for each phase with step-by-step instructions
- Add 'FAQPage' schema with phase-specific questions (e.g., 'What’s the biggest mistake in Phase 2?')
For each phase, create a 'Client Avatar' subfolder (e.g., /systems/scaling-system/phase-2/for-ecommerce/). This lets you dominate long-tail searches like 'Scaling System Phase 2 for Shopify stores.' Use the 'Audience' schema type to mark up these pages.
Your prospects’ objections are your keyword goldmine. Systematically map every 'but' you hear (e.g., 'I don’t have time,' 'I tried coaching before and it didn’t work') into high-intent content. These convert 3-5x better than generic 'how to scale' posts.
❌ '5 Ways to Grow Your Business' - Low intent - High competition - Poor conversion
✅ 'Why Your Business Isn’t Ready for Coaching (And How to Fix It)' - High intent - Low competition - Pre-qualifies leads
Objection Schema Example
{
"@context": "https://schema.org",
"@type": "ProfessionalService",
"image": "https://example.com/business-coach-image.jpg",
"url": "https://example.com/business-coach",
"telephone": "+1 123 456 7890",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Anytown",
"addressRegion": "CA",
"postalCode": "12345",
"addressCountry": "USA"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "37.7749",
"longitude": "-122.4194"
},
"areaServed": {
"@type": "GeoCircle",
"geoMidpoint": {
"@type": "GeoCoordinates",
"latitude": "37.7749",
"longitude": "-122.4194"
},
"geoRadius": "1000"
},
"hasOfferCatalog": {
"@type": "OfferCatalog",
"itemListElement": [
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Business Strategy Session",
"description": "A 60-minute session to discuss your business goals and create a customized strategy."
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Marketing Coaching",
"description": "Ongoing coaching to help you develop and implement a effective marketing plan."
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Operations Optimization",
"description": "A comprehensive review of your business operations to identify areas for improvement and increase efficiency."
}
}
]
}
}Prospects don’t buy coaching, they buy outcomes. Your SEO must reflect this. Create a 'ROI Calculator' tool (even a simple Typeform) and build a content funnel around it. Example: 'Calculate Your Potential ROI with the Scaling System' → 'How We Helped [Client] Achieve [Result]' → 'Book a Strategy Call.'
- Build a 'ROI Calculator' tool (use Carrd or Webflow)
- Create a 'ROI Stories' schema type for client case studies
- Add 'FinancialQuote' schema to highlight investment vs. return
- Use 'SoftwareApplication' schema for your calculator tool
ROI Funnel URL Structure
/roi-calculator/
/roi-stories/[client-name]/
/roi-stories/[client-name]/[specific-result]/
Example: /roi-stories/acme-corp/3x-revenue-in-6-months/For each ROI story, create a 'Before' and 'After' page (e.g., /roi-stories/acme-corp/before/ and /roi-stories/acme-corp/after/). Use 'ItemList' schema to link them. This lets you rank for both 'struggling with [problem]' and 'how to achieve [result].'
Most coaches target broad niches (e.g., 'e-commerce'). You’ll outrank them by combining niche, business stage, and desired outcome. Example: 'Scaling System for SaaS Startups in Hypergrowth Phase to Achieve $10M ARR.' Use this matrix to generate 100+ low-competition, high-intent keywords.
Niche Matrix Formula
Niche: [Industry] + [Business Model] + [Revenue Stage]
Example: 'SaaS' + 'Subscription' + '$1M-$5M ARR'
Outcome: [Methodology] + [Phase] + [Specific Result]
Example: 'Scaling System' + 'Phase 3' + 'Reduce CAC by 40%'
Final URL: /[niche]/[outcome]/
Example: /saas-subscription-1m-5m-arr/scaling-system-phase-3-reduce-cac/Create a glossary page for each niche (e.g., /saas-glossary/) with 'DefinedTerm' schema. This lets you rank for industry-specific terms (e.g., 'What is CAC in SaaS?') and build topical authority. Link to your niche matrix pages from the glossary.
Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is your secret weapon. Build a 'Coaching Authority Stack' with these assets to outrank generic 'business coach' sites.
- Create a 'Coaching Credentials' page with 'EducationalOccupationalCredential' schema
- Build a 'Client Results' page with 'ItemList' schema for case studies
- Add 'SpeakingEngagement' schema for podcasts/webinars you’ve hosted
- Use 'Review' schema for client testimonials (with video embeds)
Authority Schema Example
{
"@context": "https://schema.org",
"@type": "ProfessionalService",
"name": "[Your Name]",
"description": "Business Coach Specializing in [Your Niche]",
"image": "https://example.com/business-coach-image.jpg",
"url": "https://example.com/business-coach",
"telephone": "+1-123-456-7890",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Anytown",
"addressRegion": "US",
"postalCode": "12345",
"addressCountry": "USA"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "37.7749",
"longitude": "-122.4194"
},
"areaServed": {
"@type": "GeoCircle",
"geoMidpoint": {
"@type": "GeoCoordinates",
"latitude": "37.7749",
"longitude": "-122.4194"
},
"geoRadius": "1000"
},
"hasOfferCatalog": {
"@type": "OfferCatalog",
"itemListElement": [
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Business Strategy Development",
"description": "Expert guidance on developing a comprehensive business strategy"
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Leadership Coaching",
"description": "One-on-one coaching for business leaders to improve their leadership skills"
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Team Performance Optimization",
"description": "Expert analysis and recommendations to improve team performance and productivity"
}
}
]
},
"hasCredential": {
"@type": "EducationalOccupationalCredential",
"name": "Certified Scaling System Coach",
"educationalLevel": "Expert",
"recognizedBy": {
"@type": "Organization",
"name": "[Your Company Name]"
}
}
}For every piece of content, add a 'Coaching Authority' section at the end (e.g., 'This strategy is part of Phase 2 of the Scaling System, which I’ve used to help 50+ clients achieve [result]. Learn more about my credentials here.'). Link to your 'Coaching Credentials' page with 'author' schema.
Your SEO content must pre-sell your coaching. For every blog post, create a 'Lead Magnet' that aligns with the search intent. Example: For 'how to 3x revenue in 12 months,' offer a 'Revenue Multiplier Checklist' (gated behind an email opt-in). Use 'DigitalDocument' schema to enhance visibility.
❌ 'Free Business Growth Guide' - Low perceived value - Poor alignment with content - Low conversion rate
✅ 'The 5-Phase Scaling System Revenue Multiplier Checklist' - High perceived value - Directly tied to content - Pre-qualifies leads
Lead Magnet URL Structure
/lead-magnets/[methodology-phase]-[specific-outcome]/
Example: /lead-magnets/phase-2-revenue-multiplier-checklist/Your best content should work harder. Use this 'Content Syndication System' to turn one pillar post into 10+ ranking assets. Example: A 'Scaling System Phase 2' guide becomes a carousel, video, podcast, LinkedIn post, Twitter thread, email sequence, and more.
- Turn blog posts into 'VideoObject' schema-marked videos (host on YouTube + embed)
- Convert key points into 'SocialMediaPosting' schema-marked LinkedIn/Twitter posts
- Repurpose into 'PodcastEpisode' schema-marked audio (host on Spotify + embed)
- Create 'ImageObject' schema-marked carousels (host on Instagram + embed)
Video Schema Example
{
"@context": "https://schema.org",
"@type": "ProfessionalService",
"name": "Business Coach",
"description": "Expert guidance for businesses to achieve their goals",
"image": "https://example.com/business-coach-image.jpg",
"url": "https://example.com/business-coach",
"telephone": "+1 123 456 7890",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Anytown",
"addressRegion": "CA",
"postalCode": "12345",
"addressCountry": "USA"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "37.7749",
"longitude": "-122.4194"
},
"areaServed": {
"@type": "GeoCircle",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Anytown",
"addressRegion": "CA",
"postalCode": "12345",
"addressCountry": "USA"
},
"geoMidpoint": {
"@type": "GeoCoordinates",
"latitude": "37.7749",
"longitude": "-122.4194"
},
"geoRadius": "100"
},
"hasOfferCatalog": {
"@type": "OfferCatalog",
"name": "Business Coaching Services",
"description": "Comprehensive coaching services for businesses",
"itemListElement": [
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Business Strategy Development",
"description": "Expert guidance on developing a comprehensive business strategy"
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Leadership Coaching",
"description": "Personalized coaching for business leaders to improve their leadership skills"
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Operational Efficiency Improvement",
"description": "Expert analysis and guidance on improving operational efficiency"
}
}
]
}
}Create a 'Content Hub' page (e.g., /scaling-system-phase-2-hub/) that links to all syndicated assets. Use 'CollectionPage' schema to mark it up. This consolidates authority and lets you rank for 'Phase 2 resources' searches.
Most coaches drown in vanity metrics. Your dashboard should track 3 things: (1) Rankings for high-intent keywords, (2) Lead magnet opt-ins, and (3) Strategy call bookings. Use this template to build your 'Coaching SEO Dashboard.'
- Track rankings for 'objection' and 'ROI' keywords (e.g., 'is coaching worth it for e-commerce')
- Monitor lead magnet opt-ins by source (e.g., 'Phase 2 Checklist opt-ins from Google')
- Measure strategy call bookings from SEO traffic (use UTM parameters)
- Set up 'Event' schema for strategy calls to track conversions in GA4
Dashboard Template
Metrics to Track:
1. Rankings: [Keyword] → [Position] → [Search Volume]
Example: 'Scaling System Phase 2 for SaaS' → #3 → 1,200
2. Lead Magnet Opt-ins: [Source] → [Opt-ins] → [Conversion Rate]
Example: 'Google Organic' → 120 → 8.5%
3. Strategy Call Bookings: [Source] → [Bookings] → [Close Rate]
Example: 'Phase 2 Checklist' → 15 → 30%Calculate your 'SEO ROI' by tracking the lifetime value (LTV) of clients acquired from SEO. Example: If 10% of your SEO leads become clients with an average LTV of $50k, and you spend $5k/month on SEO, your ROI is 10x. Use this to justify scaling your SEO budget.
Growth Model
This model assumes consistent content generation and basic backlink acquisition. ROI typically stabilizes within 90 days of full indexation.
