Top 5 Tactics To Get Your Website Found – Tactic 3

Putting interesting new Content online is essential to attracting new website visitors and persuading Google to rank you higher in its search results. But how do you maximise your visibility?

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Tactic 3 – Love Inbound Links

Inbound links are links on other websites that point to a page on your website. They are also known as inbound links, backlinks, and links to your site.

Inbound links are crucial to Google’s PageRank system – the more relevant websites with good reputation refer to your site, the higher your website appears in its rankings. However great your content, your website power and traction is provided by trustworthy, authoritative sources linking to you.

Whilst link-building takes time to implement and reap results, Backlinko analysed 1 million Google search results in 2016 and found that links impacted rankings more than any other factor.

Quality links are more important than the quantity, although this varies by industry. Links in the middle of the main body of text are most valuable. A diverse and natural-looking anchor text (the clickable text section of a link) distribution improves your site’s rankings.

Inbound links are different to Internal Links – links that point from one webpage of your site to another page of your site, also known as website navigation. Internal links can assist your SEO by pointing to your best resources and improving visitor experience and time spent on site, which can improve your page’s search rankings.


Short-Term Actions To Win New Inbound Links:


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1. Check Who is Already Linked To You

Use Google Search Console to learn about sites that are referring to you. Be aware it shows all websites ever linked to you, including ones that have been removed, and you can’t check what anchor texts are being used.

Use tools to look at how you rank for certain keywords in comparison to your competitors and see what your link profile currently looks like.
For example, check an indicator of a URL’s PageRank using Ahrefs or use Moz’s “Domain Authority” metric


2. Check Who Is Linked To Competitors

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Top 5 Tactics To Get Your Website Found – Tactic 2

We know putting fabulous fresh Content online is the secret to attracting new website visitors and helping Google rank you higher in its search results. But what how do you maximise your visibility?

Tactic 2 – Know Your Keywords

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Keywords are the words and phrases that your customers type into Search Engines when looking for an answer to their question. It is crucial you have the right keywords to rank well so:

1. Review what keywords and phrases you are using now

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Inspect your website headings (visible to the public), titles (visible to search engines, see, URLs, meta-descriptions, sub-headings, images alt-text, product descriptions, content and blogs.

Check which keywords and phrases you already rank highly for, using Google Search Console, or a keyword analytics tool such as SEMrush to see what keywords already bring searchers to your site.

Also check which pages you are indexed for, as if you are not indexed by Google, you won’t come up in its search results – find out more at

Identify what’s working, what needs to be improved, and where creating new content could improve important keyword gaps.

2. Generate keyword ideas

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Brainstorm keywords that buyers might be using to search for your service online. Use your audience personas ( – their demographics, motivators and pain points – to generate niche topics and therefore phrases that will be of interest to them.

Example 1:  For a Health & Safety Training Provider to be found by:

  • Emily – HR Manager, graduate, career-focused, wants to use a professional, credible company
    Keyword ideas: IOTB, NEBOSH & CITB accreditated training, How to win staff buy-in to a safety culture
  • Mark – Supervisor, results-focused, has to manage site safety and employees’ time off-site
    Keyword ideas: How to motivate staff to report near-misses, how to train different personalities to pass tests first time

Example 2: For a Home Cleaning Company to be found by:

  • Kirsty – doctor, relationship-focused, no time to keep a clean house and needs reliable service
    Keyword ideas: top tips for a clean-looking house in 10 minutes, checklist for your ideal cleaning company
  • Jo – age 34, Finance Executive, environment-focused, wants a clean but green, ethical home
    Keyword ideas: most effective green cleaning products 2018, how to encourage more recycling in your workplace

Short keywords describe the product or service, such as ‘training, cleaners’, but are very broad terms that have a huge amount of competition from other sellers to rank on Page 1 of Search Results, and may not have Commercial Intent – the searcher may not be your serious buyer.

Longer-Term Keywords or phrases, such as ‘CITB Health & Safety Awareness Training in Cardiff Bay ‘, ‘reliable home cleaners in Cardiff, Wales’, are likely to produce much lower search volumes, but ideally have lower competition to rank highly from other sellers, and high Commercial Intent – the searcher is likely to visit and purchase from quality website results. They are worthwhile if you know exactly what you need to rank for.

Medium Keywords, such as Health & Safety Training, home cleaners, narrow down the concept, and are somewhere in between the above 2 descriptions. For detailed explanations see

Short keywords are very high volume and competitive, a mix of medium and long-time keywords gives you a good balance between volume of searches and conversion likelihood.

3. Analyse competitors’ keywords

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How To Attract New Counselling Clients Calmly

Mental Health Puzzle

You are a therapist who views your service as a vocation – yet you still need to find clients to survive as a business.

It can seem distasteful to ‘win’ clients, as therapeutic relationships are trust-based and so incompatible with ‘selling’ your service to potentially vulnerable individuals.

So how do you maintain your values and also run a sustainable practice?

1. Plan Your Business Goals

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Working towards pre-defined goals is a powerful way to grow your business on your terms. Lynn Grodzki notes that as therapists often have not trained in developing business plans, so make do with whatever comes their way.

However, if you have calculated the number of client sessions needed per month to cover outgoings, and the number of enquiries needed to convert to client sessions, you can work out what activities are needed to generate this work pipeline and be pro-active.

Mental Health Niches

2. Define Your Niche
Being pro-active also has the great advantage that you can define a specific niche you are passionate about working in, and work to attract these types of clients to you.

There is information overload everywhere, so it is crucial you are known for something specific, for example, PTSD in children, OCD in professional women, post-natal depression, pain management in retirement, anxiety in male teenagers.

This is both for your ideal clients to find you and for your referral network to introduce you with confidence as the expert.


3. Value Yourself
Mark Redwood reflects that understanding what kind of person you are is vital, as this underlying philosophy powers everything else you do in the business, including your mission statement and marketing activities.

Once you value what and how you individually offer support, confidence you can make a significant improvement to clients’ lives follows.

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4. Charge the Right Fees
Many Counsellors under-charge. Lynn Grodzki explains ” it’s very common for therapists to have negative belief systems about money. Profit means financial gain, and service means being of assistance. When you are in private practice, you’re doing both. You have to have a way to reconcile this inside yourself and in your practice.”

”Learn to be comfortable charging a fee that reflects your worth and your area’s market”, practitioner Randy J. Paterson, author of the 2011 book “Private Practice Made Simple” advises

”Remember your hourly rate encompasses business costs including your phone, computer, materials, utilities, rent, professional costs and time spent outside therapy working on a client’s case”.

”Charging a healthy rate for your services can actually promote good therapy as it encourages both therapist and client to focus and work harder”, Dave Verhaagen, managing partner at Southeast Psych, adds.

The Zur Institute advocates liberating yourself from the notion that profit and care are incompatible

Another idea is to offer a set number of ‘pro-bono’ sessions per month to satisfy your social values – offsetting usual fees against those for economically-challenged clients.

5. Market YourselfMarket Yourself

“You need to get over the idea that your clinical competence alone will sell your practice,” says Paterson. “Ultimately it will, but not at the start”.  Think about marketing as necessary to ensure your business stays around to continue assisting people with your skills.

Once you have identified your ideal client, work out where to interact with them – such as giving talks to dedicated support groups, joining relevant online forums to contribute your expertise, and writing regular blogs to demonstrate your niche expertise and credibility (and improve your SEO).

These activities – along with a social media presence – make potential clients aware of you and provide a chance to assess if they could work with you.

A photo is crucial, as is at least a basic website, giving details of your qualifications and experience. A variety of professional directory listings (especially Google My Business) with a stand-out tag line will also help people find you online.

6. Build An Introducer Network


Meet and build relationships with people who could refer clients to you, such as physicians, allied health professionals, educators, community organisers.

Counselling is about trust. If clients trust the introducer, and the introducer trusts you, this helps build trust in the counselling relationship.

Zur Institute recommends approaching potential referrers as a professional-helper who has valuable information and services to offer, such as:

  • assisting with burnout among police staff
  • supporting teachers in coping with disruptive children
  • relieving overwhelmed doctors in taking chronically depressed people out of their waiting rooms
  • helping local newspaper editors fill their newspaper with intelligent commentary on local/world events
  • the creative opportunities are endless once you are confident of your value and your chosen niche.


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