Beginner’s Guide: How to Choose Keywords for Your Service-Based Business
If you're building your business online and wondering how to get found on Google, keyword research is where it all begins. Whether you’re a health coach, therapist, creative entrepreneur, or any kind of service-based business owner, your visibility depends on using the words your potential clients are already searching.
And yet, this is one of the biggest missing pieces I see on DIY websites — especially on Squarespace, WordPress, Showit, and Wix.
In this post, I’ll show you exactly how to choose the right keywords (without feeling overwhelmed), where to place them, and how to use tools and AI prompts to make the process easier.
If you're ready to learn SEO the simple way, keep reading. And if you’d rather follow a step-by-step system with prompts and a fillable workbook, check out my SEO Starter Kit.
What is a keyword, exactly?
In SEO, a keyword is simply a word or phrase someone types into Google when they’re searching for something.
So if you’re a doula in Miami, and someone types “postpartum doula Miami,” that’s a local long-tail keyword you want to show up for.
But if your site only says “Supporting your motherhood journey” and never includes that actual phrase, Google won’t connect your site to that search. That’s the disconnect we want to fix.
Step 1: Start with your services
Ask yourself:
What do I actually want to be found for?
What services do I offer that people might be searching for?
Make a short list:
“online anxiety therapy”
“acupuncture for fertility”
“branding for wellness coaches”
“life coach for creatives”
You’ll build from these phrases in the next step.
Step 2: Use free keyword research tools
You don’t need to pay for expensive SEO software. These free tools work beautifully for small service businesses:
Ubersuggest: Plug in a phrase like “nutritionist for hormones” and it will show you related keywords, how often they’re searched, and how competitive they are.
Google Autocomplete: Start typing your keyword and see what pops up in the suggestions.
AnswerThePublic: A great tool for seeing real questions people are typing related to your topic.
Step 3: Think like your client (not like an expert)
Your future clients aren’t searching for your modality. They’re searching for their problem.
For example:
You say “somatic healing”
They search “how to release anxiety from the body”
Choose keywords that reflect their language, not just yours.
Step 4: Use AI to brainstorm keyword ideas
You can use ChatGPT to expand on your ideas or simplify complex ones. Here's a quick prompt you can try:
ChatGPT prompt:
“I’m a [type of service provider] in [city or online]. Help me generate 15 long-tail keywords that potential clients might type into Google when looking for someone like me.”
This works beautifully when you're stuck or want to explore niche angles. I include more keyword prompts like this in the SEO Starter Kit, along with blog topic generators and meta title templates.
Step 5: Choose 1–2 keywords per page
Each main page of your site (homepage, about, services, blog posts) should focus on 1–2 keywords. Any more and it starts to get diluted.
Examples:
Homepage: “online business coach for creatives”
Services: “Squarespace website design for wellness brands”
Blog: “how to write an SEO meta description”
Not sure where to place them? I break that down in this post all about optimizing your meta descriptions.
Where to place your keywords
Once you’ve chosen the right keywords, here’s where to actually use them:
Page title (H1)
URL slug (like yourdomain.com/online-life-coach)
Meta title + description
Section headings (H2s, H3s)
Body copy
Image alt text
Use them naturally — don’t force it. You’re writing for real people first, Google second.
Final Thoughts
Keyword research doesn’t have to be overwhelming. You just need a plan, a few tools, and a way to think like your clients. When you choose the right phrases and use them strategically across your site, you create a strong foundation for long-term visibility.
If you're ready to optimize your site with confidence, grab the SEO Starter Kit — it includes everything you need to write SEO-friendly content, create blog posts that rank, and finally get found online.
Or, if you want expert guidance, book a strategy session with me. I'd love to support you.
💻 Need Help Creating a Website That Converts?
If you’re ready to stop DIY-ing and start attracting more aligned clients online, I’d love to support you.
I offer a 2-Day Website Design service specifically for health and wellness professionals — like coaches, acupuncturists, therapists, and holistic practitioners — who want a beautiful, strategic site launched quickly and stress-free.
With this VIP-style service, you’ll walk away with:
A professionally designed, client-attracting website
A custom layout built to convert
Copy and layout guidance to make the process easy
Your site launched in just 2 days (yes, really!)
✨ Learn more here → 2-Day Website for Wellness Professionals
Let’s turn your online presence into your most powerful marketing tool.
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