SEO Keywords for Life Coaches: How to Pick the Right Ones

Keywords are the foundation of SEO. But for many coaches, the idea of “choosing keywords” feels mysterious. Which words will bring clients? Which are a waste of time?

This guide breaks down the process so you can confidently select the right keywords for your coaching practice.

Why Keywords Matter

Think of keywords as the bridge between your clients and your coaching business. If someone searches “career change life coach Brussels”, and your profile includes that exact phrase, Google is far more likely to show your site.

Without the right keywords, even the best-written coaching bio may never be found.

Step 1: Focus on Client Problems

Start by brainstorming the top struggles your clients face. Examples:

Stress and burnout
Career transitions
Building confidence
Relationship issues

Each of these can form the basis for long-tail keywords, like “confidence coach Antwerp”.

For a broader overview, revisit SEO for Life Coaches: A Beginner’s Step-by-Step Guide.

Step 2: Add Location for Local SEO

If you work with clients in a specific city or region, include that in your keywords.

See How Coaches Can Use SEO to Attract Local Clients for practical tips.

Step 3: Use Free Tools

You don’t need to pay for fancy keyword software. Google’s autocomplete and “People also ask” boxes reveal what real clients are searching.

Our earlier post The Fastest Way for Coaches to Improve Google Rankings also shows how keyword tweaks alone can improve visibility.

Step 4: Avoid Common Mistakes

Don’t target only broad terms like “life coach.”
Don’t stuff keywords unnaturally into text.
Don’t ignore structured data, which helps Google match you to searches better.

For a list of pitfalls, see 5 SEO Mistakes Every Life Coach Should Avoid.

Step 5: Implement Keywords Naturally

Add them to:

Your headline and bio.
Blog post titles.
Service descriptions.
Testimonials (yes, you can ask clients to mention the area you serve).

For examples of how to weave keywords into your bio, check How to Write a Coaching Bio That Attracts Clients.