How to Get Your Practice Website to Show Up on Google
When it comes to SEO (search engine optimization) and showing up on Google when people are searching for the services you offer, you have to know how to build a strong foundation.
Finding and Choosing Keywords
The first step in working on your SEO is choosing the keywords that you want to be found for. It’s easier than you might think, and it can make a huge difference in driving traffic to your site.
First, start with brainstorming. Think about what your clients might type into a search engine when looking for the services you offer. If you're a skincare expert, they might search for "best anti-aging treatments" or "natural acne remedies." Write down all the phrases and questions that come to mind. Don’t forget to include your location!
Next, use keyword research tools like Google Keyword Planner, Ubersuggest, or Ahrefs. These tools can help you discover how often certain keywords are searched and suggest related keywords you might not have thought of. For instance, you might find that "holistic wellness tips" gets a lot of searches, indicating it's a good keyword to target.
Now, think about the intent behind the keywords. Are people looking for information, ready to make a purchase, or seeking a specific service? Understanding this helps you choose keywords that align with your goals. For example, "how to improve skin texture" might attract readers looking for advice, while "best dermatologist near me" targets those ready to book an appointment.
It’s also smart to look at your competition. Check out the websites of other health, wellness, and beauty businesses to see what keywords they’re targeting. This can give you ideas and help you find gaps where you can stand out.
Finally, balance between broad and long-tail keywords. Broad keywords are short and general, like "yoga." They get a lot of searches but are highly competitive. Long-tail keywords are longer and more specific, like "yoga classes for beginners in Seattle." They might get fewer searches but attract more qualified traffic, meaning visitors who are more likely to become clients.
By taking the time to find and choose the right keywords, you’ll make your website more visible to potential clients and improve your chances of ranking higher in search engine results.
Adding Keywords to Your Website
Site Title & Description
Your site title & description are two of the most visible parts of your SEO strategy. They show up on Google as a preview of your website and display in the tab when listing your website name.
If you aren’t sure what your current site title and description are, you can Google your practice name and see what Google lists for your website.
Google will include the following to help searchers to find the right result to click on:
Business Name
URL
Site Title
Site Description
Popular pages with descriptions
When writing your Site Title you should have:
Practice Name
Specialty or Niche
Location
I like to format Site Titles as [Name] | [Specialty] | [Location]
Example: Lemon and the Sea | Website Design for Health, Wellness, & Beauty Pros
For your Site Description, you want to include:
Practice name
Locations you serve
Specialty/Niche
The Site Description should be around 300 character, written as a sentence, and should include keywords about the people you work with as they identify themselves.
Example: Lemon and the Sea designs Squarespace websites for health & wellness practitioners, consultants, beauty and businesses. Improve your SEO, fit your aesthetic, and get more patients in your office. Templates, Custom Website Design, and Refresh Sessions perfect for Naturopathic Doctors, Consultants, Therapists, Chiropractors, Med Spas, and Salons. Located in Richmond, VA.
How to update the Site Title & Description in Squarespace
Log into your Squarespace account and click on the Settings icon
Click "Marketing"
Click "SEO Appearance"
Update the SEO Title Format and SEO Site Description fields and save your changes
Page Titles & Descriptions
Page Titles and Descriptions look the same as the Site Title & Description, but are specific to the page they are pointing to.
The page title should include the type of page (about, services), but can also include more information that you would use in your menu. You can also include your name and should have the practice name after the page title.
Example: About Lemon and the Sea and Samantha Mabe | Lemon and the Sea
You never want to use the exact same description on multiple pages. Instead, write a short description of what information is on the page, still including your general service and location.
Example: Looking for website design from someone who understands your health and wellness practice? Lemon and the Sea has years of experience designing beautiful and functional websites that help healthcare providers, therapists, and consultants connect with their clients. Learn more about our approach. Located in Chesterfield, Virginia.
How to update A Page Title & Description in Squarespace
Click "Pages"
Click on the settings icon for the page you're working on
Click "SEO"
Update the SEO Title and SEO Description for the page and save your changes
Blog Post Descriptions
Just like page titles and descriptions, you can write a SEO title and description for your blog posts. This allows you to override the automatic description generated by search engines (usually the first 2-3 sentences of a post) and include keywords and questions you’re answering.
How to update A Blog Post Title & Description in Squarespace
Click "Pages"
Open your Blog
Click on "Blog Content"
Choose the post you're working on and click the 3 dot menu
Click "SETTINGS"
Click "SEO"
Update the SEO Title and SEO Description fields and save your changes
Image Alt Text
How to add an alt text to an image in squarespace
Image alt text is crucial for SEO because search engines rely on it to understand and index images accurately. Alt text, or alternative text, provides a textual description of an image, making it accessible to visually impaired users who rely on screen readers.
From an SEO perspective, including descriptive alt text helps search engines comprehend the content and context of an image, which can contribute to better rankings in image search results. It also allows you to include relevant keywords related to the image and the overall content of the website.
Go to the page you're working on and click "Edit"
Double-click on the image
Update the "Image alt text" field
Page Content
Think of your page content as the heart and soul of your website. It's not just about filling up space—it's about providing valuable, engaging, and relevant information to your visitors. When people land on your site looking for skincare tips, yoga routines, or the latest in wellness trends, they want content that answers their questions and keeps them hooked. Great content does just that, and in turn, keeps them coming back for more. This engagement sends positive signals to search engines, indicating that your site is a valuable resource worth ranking higher in search results.
Integrating the right keywords naturally into your content helps search engines understand what your page is about. Imagine someone searching for "best organic skincare products"—if your page content includes these keywords in a natural and helpful way, your chances of popping up in their search results skyrocket. But remember, keyword stuffing is a big no-no. The key is to blend them seamlessly into informative and interesting content that feels authentic to your brand.
Other Ways to Improve Your SEO
In addition to the work you do on your actual website, there are other ways that you can give your SEO a boost. These are usually one-time things that you can set up and have working for you as you grow your practice.
Search Console
Once you’ve created your website and updated everything to include your keywords, you need to make sure that your sitemap has been submitted to Google Search Console. This tells Google to crawl (or look at) your website and will help you rank higher in search results.
It’s easy to get set up on Search Console, especially if you already have a Google account and are using Squarespace for your website. You can follow the instructions here to submit your sitemap.
Google Business Profile
When someone is searching in Google for a service that can be location dependent, Google always shows them businesses in their area first, including their Google Business profile in the sidebar of the search. Google Business profiles are also used on Google Maps when someone is searching for a location in Maps.
That makes your Google Business Profile a really powerful tool for getting in front of the right people when they are searching with the intent to buy.
Make sure that you have Google Business profile set up, including important information about your practice:
Practice Name
Your name (and your team names)
Location (include your physical address if you have one)
Areas you serve
Industry
Services (and pricing)
Images (specifically of your location, but also of your work)
Hours
Contact information (phone number, website, etc.)
Google Reviews
Because Google is already going to showcase your Google Business profile to people searching in your area, it’s important to also have reviews that they can see when your business comes up. Plus, Google wants to give people the answers they need, so they take reviews into account when ranking your business in search results.
Take some time to email past patients and ask them to review your business on Google. You can also include a QR code in your office asking for reviews when people check out.
*Always follow your federal, local, and industry rules about asking for testimonials from clients.
Directories
Many of my clients tell me that their websites never rank in the #1 spot on Google when searching for their name. And it’s not as much of a problem as you think!
If you search for your name and you see directory websites listed before your website, the best thing you can do is to list your practice on those directories.
Directory sites like Psychology Today often pay for space in search results and have a larger enough trust factor that they are often hard to out-rank. Instead, try listing your practice on those websites with a link to your website. That way, you can take advantage of their SERP and gain trust with potential patients because you’re listed.
