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Your website should be working for you, not just sitting there collecting digital dust.
The reality is, if people can’t find your site when searching for the services you offer, then your website isn’t doing its job.
That’s where SEO—Search Engine Optimization—comes in.
SEO is the key to ensuring your website ranks higher in Google and other search engines so that more people find you organically.
Small tweaks can make a big impact, but if you don’t understand SEO, you might miss simple steps that could bring in more traffic (and clients).
Let’s break down why SEO matters, the common mistakes people make, and the steps you need to take to improve your search rankings.
By the way, I've taught this to hundreds of former special education teachers in my certification course and I can confidently say that anyone with a growth mindset can learn this, even if you hate computers.
Why SEO Matters for Your Coaching Business
Imagine your website as a little digital soldier, out there 24/7, driving potential clients to you.
But if that soldier isn’t trained (aka optimized for search engines), it’s not helping you win the battle for visibility.
Good SEO means:
• More people find your coaching services without you constantly having to market.
• Your site attracts people who are actively searching for what you offer.
• You establish credibility and authority in your field.
• You get free, ongoing traffic without paying for ads.
Without SEO, you could have the best coaching services in the world, but no one will know you exist.
Common SEO Mistakes That Hurt Your Visibility
Mistake #1: Not Enabling Search Engine Indexing
This is the most basic SEO setting—and yet, so many people skip it.
If your website isn’t indexed, Google can’t find it.
Most website builders (like Wix, Squarespace, and TutorBird) have a setting that allows you to enable indexing.
If this isn’t turned on, your site is essentially invisible to search engines.
Mistake #2: Using Broad or Vague Website Copy
If your website just says “I help students with executive function,” that’s not specific enough for Google to know who to send your way.
Instead, be crystal clear.
For example, instead of:
❌ I help students with executive function
Try:
✅ Executive function coaching for high school students in the Baltimore area
✅ ADHD academic coaching for college students in Austin, TX
✅ Time management and study skills coaching for middle schoolers in San Diego
These specific phrases help search engines (and potential clients) immediately understand what you do and where you do it.
Mistake #3: Not Using Local SEO
If you offer local services, you need to signal to search engines where you’re located.
List the city, state, and surrounding counties on your website. See examples of this from members of the Executive Function Coaching Academy in this article:
If Google doesn’t know where you are, it won’t show your site in local search results.
Mistake #4: Paying for SEO Without Understanding It
Many people hire someone to “do SEO” for them but have no clue what that person is actually doing.
If you don’t understand the basics, you can’t evaluate whether you’re getting your money’s worth.
Mistake #5: Ignoring Analytics
If you’re not tracking how people find and interact with your website, you’re flying blind.
Tools like Fathom Analytics or Google Analytics help you measure whether your SEO efforts are working.
Key Search Engine Optimization Terms To Understand
SEO (Search Engine Optimization)
The process of making your website easy for Google to find so more people see it when they search.
Bounce Rate
The percentage of people who visit your site and leave immediately without clicking on anything else.
A high bounce rate means people aren’t finding what they need.
For example, if your bounce rate is 50%, it means that 50% of people leave your website before going to another page.
Indexing
Google’s way of adding your website to its giant library.
If your site isn’t indexed, it’s invisible in search results.
Keywords
The words or phrases people type into Google (e.g., “ADHD coach for teens in Boston”).
Your website needs to have these exact words so it shows up in search.
Internal Linking
Connecting pages on your own site.
Example: If your homepage links to your services page, Google knows they’re related.
Local SEO
Using location-specific words (like your city or state) so Google knows where your business is and shows it to local clients.
Analytics
Tools that show how many people visit your site, what they click on, and how they found you (Google Analytics or Fathom Analytics).
Ranking
How high your website appears in Google search results. Higher ranking = more people find you.
SEO is just a way to help Google help you so your website shows up when people need your services. 🚀
Steps to Improve Your SEO and Get Found Online
Step 1: Enable Search Engine Indexing
Check your website platform’s SEO settings and make sure your pages are set to be indexed by search engines.
On TutorBird, for example, there’s a simple setting to enable this 👇
Step 2: Use Keywords That People Are Actually Searching For
Think about what your ideal clients are Googling.
Instead of generic phrases like “executive function coaching,” create content that answers specific questions.
Examples:
• “How to get an executive function assessment for my child”
• “Best strategies to help a teen with ADHD stay organized”
• “How to create a daily routine for a neurodivergent student”
Having pages or blog posts with these keywords makes your site more likely to appear in search results.
Step 3: Use Proper Title Tags and Headings
Google scans your website’s structure.
It prioritizes page titles (H1), section headers (H2), and subheaders (H3).
If your page is just one big block of text, search engines struggle to understand what it’s about.
Use clear headings and subheadings to structure your content.
Step 4: Keep People on Your Site Longer
Google ranks your site higher if visitors stay on your pages instead of immediately leaving.
To keep people engaged:
• Make your content easy to read (short paragraphs, clear headers).
• Use images and videos to make it visually appealing.
• Link to other pages on your website so visitors keep exploring.
Step 5: Internal Linking
Google loves it when your website pages are connected. Link between your pages, like:
• Your homepage → your services page
• A blog post about ADHD strategies → your executive function coaching page
This helps search engines understand your site’s structure and makes navigating easier for visitors.
Step 6: Track Your Website’s Performance
Use a tool like Fathom Analytics or Google Analytics to track:
• How many people visit your site
• What they’re searching for
• How long they stay on your pages
• Which pages they visit most
This data helps you refine your SEO strategy over time.
The Bottom Line
SEO isn’t magic—it’s a set of simple strategies to make your website a powerful tool for attracting new clients.
Here’s a quick checklist to improve your SEO:
1. Enable search engine indexing on your website.
2. Use keywords that match what potential clients are searching for.
3. Structure your pages with proper headings (H1, H2, H3).
4. Improve engagement by making your site easy to read and navigate.
5. Use internal links to connect pages on your website.
6. Monitor your performance using analytics tools.
Hope this helps 🤙🏻
Want support in driving traffic to your website?
Consider joining hundreds of educators and professionals who have completed our executive function coaching certification.
You'll gain all the tools, templates, and techniques you'll need as a coach, plus you'll make new friends and have a community you can rely on to grow and learn. Learn more.
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About Me
Hey! I'm Sean 👋
I'm a former public school special education teacher who realized that executive function skills are more important than knowing when George Washington crossed the Potomac.
Since then, I've made it my mission to teach anyone who will listen about how to develop these key life skills.
In 2020, I founded Executive Function Specialists to ensure all students with ADHD and Autism have access to high-quality online executive function coaching services. We offer online EF coaching and courses to help students and families.
Realizing I could only reach so many people through coaching, in 2021 I started the Executive Function Coaching Academy which trains schools, educators, and individuals to learn the key strategies to improve executive function skills for students.
In 2023, I co-founded of UpSkill Specialists, to provide neurodivergent adults with high-quality executive function coaching services.
When not pursuing my passions through work, I love spending time with my family, getting exercise, and expanding my brain through reading. You can connect with me on LinkedIn.