Home / Industries / Wellbeing
You work alone, you see clients for a good part of the week and you have few hours left for everything else. You don't need a year-long SEO contract. In most cases, three things are enough: a well-kept Google Business Profile, a website with a few clear pages and regular reviews. I help you put them in order with short formats, and I tell you when SEO isn't your priority.
15 years in SEO
4 books on SEO and GEO
200+ sites tracked every day
1M / month visits to my e-commerce site
They trusted me with their visibility
Darty
Eurofins
Cegid
EBP
CNP Assurances
Ingram MicroSix lists, only one practitioner
A Jarnac resident is looking for a reflexology session near home. The top six results are directories, booking platforms and a magazine. Your page comes in seventh, and it's the only one written by someone who sees clients in the town. Move it up.
Fig. 1. Seven results for a session in Jarnac. Only one comes from a practitioner in the town. (The other six are lists. None of them says who will open the door.)
What this means for you. Your page contains what no list can say: your name, your address, how the session goes and what it costs. This work is done once, in a few hours.
SEO for a wellbeing professional is the work that lets an independent practitioner appear on Google and in AI answers when someone in their area searches for their practice. It relies on an accurate Google Business Profile, a short website describing the sessions, prices and location, and client reviews. These trades aren't healthcare professions. So the pages describe a practice and a setting, without claiming any health effect.
The problem
A day of appointments leaves no room for writing articles every week. A monthly package would weigh heavily on a solo practitioner's turnover. You need a short list of actions, done once, then light upkeep.
You post, you have followers, and yet a local resident who types your practice and your town doesn't find you. A social account doesn't replace a Google Business Profile or a page in your own name. The day the platform changes its rules, you have nothing of your own left.
You sense that some sentences go too far, without knowing where to draw the line. So the website stays vague, with words like “harmony” or “balance”. The result: it promises nothing, but it doesn't describe anything either.
An audit, for real
The site below doesn't exist, but its flaws do: they're the five I spot most often. Hover over a number.
Take care of yourself, naturally
Ten gentle practices, in a calm setting, to discover by appointment.
Contact meFig. 2. Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me.
What your customers type
Six searches given as examples. The reasons that appear in them are words typed by users: I say nothing about what your practice changes. Your real searches can be read in your Google Business Profile.
What works
It's the first lever for a practitioner who sees clients in a town. The right category, address or travel area, actual opening hours, booking link, photos of the premises. I've co-written two books on this profile: it's where I start, and the work often stops there.
Four or five pages are enough for most practitioners: who you are, what happens during a session, your prices, the location, contact details. Each page answers a question people already ask you on the phone. A bigger website wouldn't bring you anything more at the start.
A recent review reassures more than a long text. I prepare a short message for you to send after a session, with the direct link. You ask for a review of the welcome and how the session went, never of a health outcome.
You describe what you do, how long it lasts and what the person should plan for. You also write what your practice isn't: not a diagnosis, not a substitute for medical care. This honesty serves the reader, and it serves your SEO.
Your name, address and phone number must be identical on the profile, the website, the booking tool and the directories you're listed in. One old address lingering somewhere is enough to make Google doubt and send a client the wrong way.
What costs dearly
Sentences that attribute an effect on the body, the nerves or sleep to a session are claims. You don't practise a healthcare profession, and Google and AIs alike examine this content more strictly. Describe the session, not what it's supposed to achieve.
A twenty-page website, with a blog nobody will keep up, is expensive and ages quickly. Start small. You'll add a page the day a real request keeps coming back.
Some practitioners pile up disciplines so as not to miss any client. Visitors no longer know what you really do, and neither does Google. Highlight one or two practices, the ones you carry out every week.
Many wellbeing websites give neither prices nor a precise address. People have to write in to get them, and most don't. Show the price of a session, its length and where to park.
The method
Four steps, in order of increasing cost. Most practitioners stop at the second, and that suits them.
One-minute test
Five frank questions to find out whether support makes sense in your situation. Sometimes the answer is no, and I'll tell you.
What it brings in
A ranking doesn't pay a salary. What counts is what it brings: enquiries, customers, revenue. Move your page up and see what it could bring in.
Example assumptions, open to challenge: 400 searches a month for a wellbeing session in your town, 4% of visitors make an enquiry, one enquiry in three is signed (this varies a lot from one trade to another), €180 per client. Click-through rates by position are rough estimates, and they've been shifting since Google started showing AI answers above the results. Redo the calculation with your numbers
Possible revenue€0
Close to home
In Charente, a wellbeing practitioner may see clients in Angoulême or Cognac, but also in a village, at clients' homes, in a room of their own house or in shared premises. Distances matter: someone living in the countryside won't drive forty minutes if they don't know you see clients ten minutes from home. Saying precisely where you are is the first job.
If you see clients in Soyaux, La Couronne or Saint-Yrieix, write the name of your town, not just “Angoulême”. Residents search with the name of the place they live. A profile showing the right town appears for those searches.
In the west of the département, people move between Cognac, Jarnac, Segonzac and Châteauneuf. If you see clients in two places, give the days and address for each. A single line saying “Cognac and surrounding area” informs nobody.
In Ruffec, Confolens, Barbezieux or Chalais, people search with the name of the village or the next village over. Your profile should carry that name, with an exact address and opening hours. If you do home visits, list the towns you actually go to.
Beyond Google
People now describe their situation to an AI such as ChatGPT, Gemini, Claude or Mistral before looking for a name. For example: “I've been sleeping badly for a month, I'd like to try something gentle near Cognac, who should I see?”. The AI usually starts by advising them to see a doctor. It then presents two or three practices in a few lines, and sometimes cites practitioners.
To cite someone, it relies on what it can read: your website, your Google Business Profile, your reviews. It keeps the concrete information, for example “one-hour sessions in Jarnac, Mondays and Thursdays, price displayed, first session described”. On health-related topics, it's cautious and leaves aside pages that promise an effect. A practitioner who presents themselves by name, states their training and spells out the limits of their practice is more likely to be picked up. You have nothing special to buy for this: these are the same pages as for Google, written accurately.
Question asked to an AII'm looking for a wellbeing session near Jarnac, I've never tried one. Who should I start with and how does it work?
The AI reminds them that a doctor remains the person to see for any health problem, then cites three leads:
Fig. 3. Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description.
Three typical cases
These three cases are made-up examples. They show that the answer depends on your project, and that it's often modest.
She has a Google Business Profile created in a hurry and no website. Recommended format: a profile audit.
His website talks about him in vague words. Recommended format: a few hours of coaching, or a short training session.
She wants participants from other départements. Recommended format: ongoing support, for a limited time.
In practice
Pricing
The fee depends on four things. I give you a precise amount after a free first thirty-minute conversation.
Fancy a game?
Clickbait titles, fake reviews, copied pages: your market is a jungle. Grab the piece and slide it into the slot.
INSERT COINSLIDE THE COIN INTO THE SLOT
Fig. 4. Sixteen seconds. Ten snakes for one spot, as usual.
Together, let's devour your competitors.
One by one, and in order. Every spot gained makes the next one easier to take: that's why it keeps growing. See the method
Who you're talking to
My name is Kévin Papot. More than fifteen years in the job, four co-written books, and the Newp agency, co-founded in Charente. I also run my own online shops, in France and internationally: one of them went from zero to a million visits a month.
Before we talk tags, we talk margin, average basket and profitability. When you book a call, I'm the one who picks up.
FAQ
Not always. If your diary is filled by word of mouth and you don't want to grow, an up-to-date Google Business Profile is enough. If you're starting out without yet knowing what you offer or to whom, clarify your offer first. SEO comes after.
A solo practitioner's budget doesn't look like a company's. A profile audit or a few hours of coaching are paid for once. I tell you the price before we start, and I only suggest ongoing support if your project justifies it.
It's enough to get started in a small town. A website becomes useful when people want to know more before booking: how a session goes, prices, an introduction. A few pages do the job, and you can write them yourself.
You don't have to on the Google Business Profile, which lets you declare a service area instead of a visible address. I check with you which option fits Google's rules and your situation.
I'm neither a lawyer nor a practitioner, so I won't give you the rule. My writing advice is simple: describe what you do, don't claim any health effect, and have your texts checked against the rules that apply to health claims.
No, unless you enjoy writing and can keep up the pace. Three articles dated four years ago give a bad impression. One clear page per session you offer will serve you better than an abandoned blog.
Social networks help you stay in touch with people who already know you. They do a poor job of answering someone who types your practice and their town into Google. The two complement each other, and the Google Business Profile takes less time than a social account.
Choose the one that takes up most of your week and make it the main subject of the profile and the home page. The others each get their own page. If a discipline only accounts for one session a month, a simple mention is enough.
Yes. I've written a page for naturopaths, one for wellness massage therapists, one for yoga teachers, and others for sophrologists, hypnosis practitioners and coaches. Each one covers the searches and mistakes specific to the trade.
You do, in most cases, because it's your practice and it keeps costs down. I proofread, structure and flag the sentences to rework. If you're short of time, Newp, my agency, can write from your explanations. You always approve the substance.
See also
30 minutes · video call · with me
Together we look at where you stand on Google and in AI, and what should change first.
