Beginner SEO Guide for Coaches – Part 3 of 3

For coaches who want to show up on Google—without messing with code, plugins, SEO jargon or techy stuff.

If you’ve already read Part 1 and Part 2 of this series—covering the basics like using the right keywords, creating helpful content, and speeding up your site—what’s next?

It’s time to make sure your website is actually ready to show up on Google. And no, you don’t need to know anything about coding or be a tech wizard.

In this post, I’m walking you through three practical but powerful ways to improve your SEO:

• Technical SEO basics – like HTTPS, sitemaps, and robots files

• Google Search Console – how to submit your sitemaps and make sure Google can actually find your pages

• Local SEO – setting up and optimizing your Google Business Profile so nearby potential clients can discover your coaching business

What topics have been covered in the previous two posts?:

• Keywords

• On-page SEO

• Content

• Mobile Design

• Site Speed

• Backlinks

This post ties it all together with the final key steps to help your website show up and perform better on Google. These steps help lay the groundwork for long-term results—without needing fancy tools or technical skills.

Let’s get into it.

1. Technical SEO (no coding required)

You don't need to be a tech expert to get your website ready for search engines. Here's how to check a few important things:

Secure Your Website with HTTPS

Use HTTPS (not HTTP): HTTPS stands for HyperText Transfer Protocol Secure. It’s a secure version of HTTP, the protocol used for transferring data between your browser and a website. The "S" in HTTPS means secure, indicating that the data exchanged is encrypted, protecting your visitors’ information from being intercepted by third parties. Not only does HTTPS protect sensitive data, but it’s also a ranking factor for Google. When visitors see https:// at the beginning of your web address, it signals that your site is trusted by browsers and that it’s secure, making your site appear more trustworthy to users.

To check if your site is secure, look at the URL in your browser. If it starts with https:// (it might also show a padlock icon), you're all set. If it says http:// or “Not Secure,” you need to enable HTTPS.

• Wix, Squarespace, Shopify: HTTPS is usually enabled automatically

• WordPress: Ask your hosting provider to enable SSL (most offer it free)

• Other platforms: Look for “SSL” or “Security” settings in your dashboard

Robots.txt: The tiny file that tells Google where to go (and where not to)

Robots.txt is a tiny text file that tells search engines what parts of your website they’re allowed (or not allowed) to crawl and index. Think of it like giving directions to Google’s robot: “Hey, you’re welcome to look around—but don’t go in that closet.”

Why the robots.txt file matters

If your robots.txt file accidentally blocks important pages (like your homepage or blog), Google won’t crawl them—which means they won’t show up in search results.

On the flip side, if there are pages you don’t want showing up on Google (like test pages, duplicate content, or thank-you pages after a form is submitted), robots.txt helps you hide them.

How to check your robots.txt file

Go to yoursite.com/robots.txt

You’ll see a simple text file—something like:

makefile

CopyEdit

User-agent: * Disallow: /thank-you/ Allow: /

This example tells search engines:

• You can crawl everything (Allow: /)

• But skip the /thank-you/ page

  
  

What to do with it:

• Make sure it’s not blocking important pages. If you see Disallow: / without an Allow, that means nothing is being crawled.

• Check it after you launch or redesign your site. Some builders (or developers) might leave temporary blocks in there without realizing it.

• If you're not sure—don’t touch it! Many website builders automatically generate a robots.txt file for you that works just fine.

  
  

Bonus tip – Google Search Console has a "Pages" report that tells you if your pages are being blocked by robots.txt. If something isn’t showing up in search and you’re not sure why, this is a great place to look. More about Google Search Console below.

Understanding and Checking Your Sitemap

What is a sitemap? A sitemap is exactly what it sounds like - an actual map of your website structure. It's a special file that lists every page on your website in an organized way that search engines can understand. Think of it like giving Google a directory of your entire website, showing how all your pages connect and which ones are most important.

A sitemap typically includes:

• The URL (web address) of each page on your site

• When each page was last updated

• How important each page is relative to other pages

• How often each page changes

How to check if you have a sitemap:

1. Open your web browser

2. Type your website address followed by "/sitemap.xml"

   (Example: www.yourbusiness.com/sitemap.xml)

3. If you see a page with code or a list of your website pages, congratulations - you have a sitemap!

4. If you get an error message or "page not found," keep reading

If you don't have a sitemap:

• For Wix: Go to your dashboard → SEO Tools → Site Visibility → and make sure "Let search engines index your site" is turned ON

• For Squarespace: Your sitemap is automatically created at yourbusiness.com/sitemap.xml

• For Shopify: Your sitemap is automatically created at yourbusiness.com/sitemap.xml

• For WordPress users: Install a free plugin called "Yoast SEO" or "Rank Math" - these automatically create sitemaps

• For other platforms: Check your website settings for "SEO" or "Sitemap" options

Important: Many websites have multiple sitemaps Platforms like Wix, WordPress, and others often create several different sitemaps for different types of content:

• One for your main pages

• One for blog posts

• One for products (if you have an online store)

• One for images

• And sometimes others

This is completely normal and actually helps search engines better understand your different types of content.

How sitemap organization works

When you visit your website.com/sitemap.xml, you'll see what's called a "sitemap index." This main sitemap doesn't directly list all your pages. Instead, it lists all your other specific sitemaps. Think of it as a table of contents that tells search engines where to find all your other specialized sitemaps.

For example, when you visit yoursite.com/sitemap.xml on a Wix site, you'll see links to all your other sitemaps like pages-sitemap.xml, blog-posts-sitemap.xml, etc. This organization helps Google efficiently find all your content.

2. Google Search Console

Submit your website to Google

Why this matters: This step tells Google your website exists and asks them to start showing it in search results. Without a sitemap, Google has to discover your pages by following links from one page to another. If some pages aren't well-linked from others, they might get missed entirely. A sitemap ensures Google knows about ALL your pages, even the ones that might be harder to find.

Step-by-step instructions:

1. Go to Google Search Console (www.search.console.google.com)

2. Click "Start Now" and sign in with your Google account (the same one you use for Gmail)

3. Click "Add Property" and enter your full website address

4. Verify you own the website. Google will show you several simple options:

   • Add a small HTML tag to your website (most website builders make this easy)

   • Upload a verification file to your website

   • Verify through your domain provider

   • Use any other method from the options Google provides

5. Once verified, click "Sitemaps" in the left menu

6. Submit ALL your sitemaps individually:

   • Under the 'Indexing' section, click on 'Sitemaps'

   • Enter "sitemap.xml" in the field and click "Submit"

   • Enter "pages-sitemap.xml" (or whatever your pages sitemap is called) and click "Submit"

   • Enter "blog-posts-sitemap.xml" (or your blog sitemap name) and click "Submit"

   • Continue submitting each sitemap that was listed on your main sitemap.xml page

7. That's it! Google will now start reviewing your website

How to know it's working

After submitting your sitemap in Google Search Console, wait a few days, then:

1. Log back into Google Search Console.

2. In the left-hand menu, click “Sitemaps.”

3. You should see your sitemap listed, along with a status like “Success” and the number of discovered URLs.

4. Go to “Pages” to check if pages are indexed. Look for green checkmarks or statuses like “Indexed” or “Submitted and indexed.”

5. If you see errors or warnings, Google will show you what the issue is and which pages are affected.

Also check the “Pages” report in Search Console.

This tells you which pages are indexed (included in Google search) and which are not. Look under “Why pages aren’t indexed” to spot any issues like “Crawled – currently not indexed” or “Blocked by robots.txt.” If you see these, it may mean Google can’t access or isn’t prioritizing certain pages.

What to do if you see errors:

If some of your pages aren’t indexed, Google will provide information about why they’re not being included in search results. Here's how to address common issues:

1. Check the Pages Report

   • Go to the “Pages” report in Google Search Console to see which pages are indexed and which are not.

   • Pages that aren't indexed will be marked with a status such as "Crawled - Currently Not Indexed" or "Blocked by robots.txt."

2. Resolve Common Issues

   • "Crawled – Currently Not Indexed": This typically means that Google has crawled your page but hasn't added it to its index yet. To fix this, consider improving the page’s content or internal links to increase its relevance.

   • "Blocked by robots.txt": If Google can't crawl the page because of instructions in your robots.txt file, you'll need to modify the file to allow Google to access those pages. Check your robots.txt file and ensure it's not blocking important pages.

3. Use the URL Inspection Tool

   • For pages that aren’t indexed, you can use the URL Inspection Tool in Google Search Console to request indexing. This will prompt Google to re-crawl the page and consider it for inclusion in search results.

4. Fix Any Other Errors

   • If Google shows other errors, such as "Not Found" or "Noindex" tags, check to see if those pages are incorrectly marked as "noindex" in your page's HTML or if the URL is broken.

   • Ensure all technical issues are resolved, including fixing broken links, updating meta tags, or improving page speed and mobile usability.

If you’ve made updates or added new pages

Whenever you make significant changes to your site—like updating content or publishing new pages—you can go back to Google Search Console and:

• Re-submit your sitemap to help Google pick up the changes faster

• Or use the URL Inspection Tool to enter a specific page URL and click “Request Indexing”

  
  

This lets Google know that something has changed and prompts them to re-crawl your content more quickly.

3. Show Up in Local Searches (Google Business Profile)

Whether your coaching business is local, global, or entirely online, showing up in Google’s search results is essential. But if you serve a specific geographic area—even partially—Local SEO helps you connect with nearby clients at the exact moment they’re searching. People tend to trust and choose businesses based in their own city, especially when they can see location details, reviews, and contact info right in Google Search or Maps. One of the most effective tools to help you do this is your Google Business Profile (formerly called Google My Business).

Why Local SEO Matters

When people search for things like “life coach near me” or “best mindset coach in Dallas,” Google shows a special local section called the map pack—those listings with a map, reviews, hours, and contact buttons. Your Google Business Profile is what puts you there. Without it, you’re missing out on being seen by customers in your area who are ready to take action.

Set Up and Optimize Your Google Business Profile

Here’s how to claim your spot and start showing up locally:

1. Create or Claim Your Google Business Profile

• Visit google.com/business and sign in with your Google account

• Search for your business name. If it appears, claim it. If not, click “Add your business”

• Enter your business name, category (e.g., “Career Coach”), and location

  
  

  Google allows these coaching categories (and likely more):

  • Life Coach

  • Business Coach

  • Career Coach

  • Executive Coach

  • Health Coach

  
  

2. Verify Your Business

Before your profile shows up in local search results, Google needs to verify that you’re the real owner. Depending on your setup, you might be able to verify by:

• email

• phone

• video recording

• or live video call

• In some cases, Google may still send a postcard with a code—but this is less common than it used to be

  Follow the on-screen instructions in your Google Business Profile dashboard to complete the verification process

  
  

3. Fill Out Your Profile Completely

• Add your address, phone number, website, and business hours

• Write a clear, keyword-friendly description of your coaching business (what you do, who you help)

• Upload high-quality photos of your location, services, products, and yourself

  
  

4. Choose the Right Business Categories

• Pick a primary category that best describes your main service

• Add additional categories for any other services you offer. Be specific. “Ecommerce Sales Coach” is better than just “Sales Coach”

  
  

5. Collect and Respond to Reviews

• Ask happy cllientss to leave a review. You can send them a link to your profile

• Respond to every review—positive or negative—with a polite and helpful reply. This shows you’re active and care about your clients

  
  

6. Post Updates Regularly

• Use the “Posts” feature to share updates, offers, events, or new services

• This keeps your profile fresh and can encourage more clicks

  
  

7. Keep Everything Up to Date

• If your hours change (especially around holidays), update them

• Make sure your phone number, address, and services stay accurate

  
  

Bonus Tip: Use Consistent Information Everywhere. Make sure your business name, address, and phone number (called NAP) are exactly the same across your website, social media, and any online directories. This consistency builds trust with Google and helps your local rankings.

Local SEO = Local Customers. By optimizing your Google Business Profile, you make it easier for people nearby to find, trust, and choose your business.

Wrapping up

Getting your coaching website ready for Google doesn’t have to be scary, overwhelming or complicated. Starting with the basics—like smart keyword use, clear page structure, helpful content, and simple behind-the-scenes tweaks—can go a long way toward getting you found online.

This wraps up the final post in the Beginner SEO Guide for Small Business Owners.

This is a 3-part guide to help coaches and service providers improve their SEO on their own. In cased you missed Parts 1 & 2 of this series, I recommend checking them out to ensure you're covering all the key aspects for best results.

Start with Part 1: SEO Basics – Keywords, Content & Structure →

Then read Part 2: Overlooked Essentials – Mobile Design, Page Speed & Backlinks →

If you’ve made it through all three parts of the Beginner SEO Guide — you’ll now have a strong foundation to help your website show up and stand out among other coaching sites. From choosing the right keywords and crafting helpful content, to improving mobile usability, boosting page speed, and earning trustworthy backlinks — you’ve covered the essentials that make a real difference.

You can easily follow these practical, doable steps yourself (without needing to hire an SEO expert) to help your future clients or customers (and Google) find your coaching business online. Now it’s time to get to work and put it all into action!

But what if you love the idea of DIYing your SEO, but can't handle the thought of actually doing it? Or maybe you tried, but find it a bit too time-consuming or overwhelming? Thankfully, there are tons of people out there who specialize in SEO solutions! There's no shame in hiring someone if it fits your budget.

I'm more than happy to help with SEO for Wix websites (since that's my specialty). Please feel free to reach out for a quote and let me know what you need! Contact me here.