SEO for Doulas: A Simplified Guide for Birth Workers
Have you ever found yourself staring at your website, thinking, “Why isn’t this bringing in more clients?”
If so, you’re not alone. You’ve likely spent a lot of time, and maybe even money, on your website, only to wonder why it’s not working as hard as you are.
Your website should be a tool that works behind the scenes, so you don’t have to. That’s where Search Engine Optimization (SEO) comes in. So if you’re looking for an easier way to land on Google’s first page and get in front of clients who are looking for your services… keep reading.
Why SEO Matters for Doulas
In Birth Work, meaningful connections are everything, and for many families, your website is their first impression of you. But what if these families can’t find your website? How will they know that you exist? That’s a problem!
You see, many doulas focus on getting in front of as many clients as possible instead of what truly drives conversions—getting in front of the right clients and getting them to your website to convert. SEO can help.
SEO is a series of best practices that tells Google to put your website in front of visitors looking for services like yours.
Now, I know what you’re thinking… you started a doula business, and now you have to be an SEO expert? Don’t worry. I’m breaking down SEO into actionable, easy-to-implement steps that will start bringing the right visitors to your website.
Where to Start
Before getting overwhelmed with all the ins and outs of SEO, I want you to pull out a pen and paper—it’s journaling time. Start by writing down 10 things that make your doula business unique. Maybe you offer overnight doula services. Maybe you’re a bilingual doula. Get all of these onto paper.
Pro Tip: Think about phrases your target audience would be typing into Google when making this list.
Take a look at your list. These are keywords. A keyword is a term or group of terms that your desired clientele would search for online when seeking your services. SEO begins with keywords, and Google uses these keywords to put your website in front of families looking for services like yours.
Keywords can be short like “doula” or long like “postpartum doula services,” “birth doula in Charlotte,” or “VBAC birth support.”
Need help getting started? I like to divide my keywords into three categories:
Location Based Keywords: [City, State]; [Local hospitals / Birth Centers]; [Local Neighborhoods]
Identity Based Keywords: [Your Name]; [Your Business Name]; [Unique personal attributes that set you apart]
Service Based Keywords: [Your unique services]
What’s Next?
Now that you have a list of strong keywords, it’s time to utilize them across your website. Unfortunately, Google doesn’t see your beautiful images and color palette. Instead, it sees a series of words, descriptions, and tags. Here’s how to show Google what it needs to see:
1. Website Copy:
The text on your homepage, services page, and even your blog posts should naturally include your keywords. Don't overdo it, but make sure they’re present where they matter.
Pro Tip: Already have a website? Do a deep dive across your website to ensure that your name, business name, location, and services are present on every page.
2. SEO Page Titles & Meta Descriptions:
Every page of your website should have an SEO title and meta description. This is the little snippet that appears on Google’s search results page. It’s your opportunity to hook people with a compelling reason to click, so make sure your keywords are front and center.
Pro Tip: To ensure we’re getting the most out of your SEO Page Titles & Meta Descriptions, be sure to follow this rule of thumb when it comes to character count:
SEO Page Titles: 50-60 Characters (include at least 1 keyword)
Meta Descriptions: 150-160 Characters (include at least 3 keywords)
3. Alt Image Text & Image File Names:
Google can’t “see” your images, but it can read your image file names and alt text. These are great places to add your keywords in a way that describes what’s actually in the image. For example, instead of naming a photo “IMG1234.jpg,” try “overnight-doula-services.jpg.” It’s a small change that can mean the world to google.
Pro Tip: To ensure we’re getting the most out of your Alt Image Text & File Names, be sure to follow these best practices:
Alt Image Text: Alt Image Text (Alternative Text) is used to describe the content of an image to search engines and visually impaired users. It helps improve image search ranking and ensures your website is accessible to all users. Alt Image Text should describe the image while incorporating keywords where relevant. (ex - Pregnant woman in labor supported by [your name] birth doula in [hospital name, location]
Image File Names: File names are descriptive and keyword-rich names for your image files. The Image File Name should be clear and descriptive, using relevant keywords separated by dashes. (ex - birth-doula-services-charlotte-north-carolina.jpg)
Google My Business & Google Search Console
Now that you’ve implemented these best practices across your website, it’s time to talk about two crucial (and free!) tools that can take your SEO efforts even further: Google My Business and Google Search Console.
Google My Business:
This is a must-have for any local service provider, including doulas. By claiming and optimizing your Google My Business profile, you can appear in local search results and on Google Maps when potential clients search for doulas in your area. Get started on Google My Business, today.
Google Search Console:
Google Search Console is a database that houses all of the websites and pages in existence. So if you aren’t on GSC, you aren’t showing up on Google. Once you sign up for Google Search Console, you can monitor how your website is performing on Google, see which keywords people are using to find you, track how often your site is showing up in search results, and spot any technical issues that might be holding you back.
Time to Take Action
SEO might seem like a lot, but by breaking it down into these simple steps, you’ll be well on your way to landing on Google’s first page. Remember, it’s not just about more clients—it’s about the right clients. Let’s get your website working harder, so you can focus on what you do best: supporting families.
SEO for Doulas Masterclass
Want even more information? If you’re ready for a deep dive into SEO and a cumulative list of best practices, check out my 1-hour Masterclass, SEO for Doulas. It’s packed with everything you need to get your website in front of the right clients, and it’s just $37!
