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Someone who wants to train in naturopathy, wellbeing massage, reflexology or yoga teaching compares options for weeks. They read training directories, comparison sites, the websites of national schools and distance-learning offers. They also see a lot of ads. Each enrolment brings you several thousand euros: in this market, full SEO support makes sense. I work on your website so that each course has a page that answers its questions, with accurate information about the profession, the qualification and funding.
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 MicroSeven results, only one school that actually teaches the classes
An employee in Cognac is looking for naturopathy training near her home. The first six results are a directory, two comparison sites, two national schools and a distance-learning course. Your school, which has the room and the trainers, is in seventh place. Move it up.
Fig. 1. Seven results for naturopathy training. Six are lists or distant schools. (The directory listed you in the middle of a long list. Your page, on the other hand, answers the question asked.)
What this means for you. I write on your pages what the lists don't give: the programme, the dates, the price, the place and the exact nature of the qualification awarded.
SEO for a wellbeing training provider is the work that makes your courses visible on Google and in AI answers when someone wants to train in a practice you teach. It relies on a complete page per course, pages per session town, and accurate information about the qualification awarded and funding. It's measured by the number of programme requests, open day sign-ups and applications received.
The problem
On “naturopath training” or “wellbeing massage training”, the top results are training directories, comparison sites and national schools that also buy ads. Your school appears there in a list, among ten others. On these broad searches, I promise you nothing. Searches that specify a town, a format or a length are more within reach, and they come from people close to enrolling.
Many providers present four or five courses on an “Our courses” page, with three lines per course and a file to download. Google doesn't know which search to show that page for. The future student finds neither the programme, nor the dates, nor the price of the course they're interested in.
When enrolments come mostly from paid ads, the cost of each application rises with competition. The day you cut the budget, enquiries stop. Pages that rank on their own keep bringing in enquiries between two campaigns.
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.
Welcome to our school
Trainers who listen and a friendly atmosphere.
Download the brochureFig. 2. Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me.
What your customers type
Here are six plausible searches for a provider offering several courses. They're examples. The real list comes out of the audit, course by course, with the volumes for your region.
What works
Each course has its page: who it's for, the prerequisites, the programme module by module, the number of hours, the pace, the dates, the place, the price and how to enrol. A directory sums up your course in a few lines. Your page can answer every question a future student asks on the phone.
If you run sessions in two or three towns, each one deserves a page with the venue's address, the dates specific to that place and the trainers who travel there. I don't create a page for a town where you have no session.
These courses lead to professions that aren't regulated. So your page must stay accurate on three points: what the practice offers, what the student can expect after the course, and the real recognition of your qualification. Google and AI look closely at these topics. It's also what sets a serious school apart.
A future student chooses the people who will pass a profession on to them. Each trainer has a page with their background and the modules they teach. Testimonials from former students describe how the course went. They promise nothing about what comes after.
Few people enrol on a long course on their first visit. On each page I put two simple actions: receive the detailed programme and book a place at the next open day. That way you stay in touch during the weeks the person is thinking it over.
What costs dearly
Sentences that attribute a medical effect to a practice expose your school and lower the trust Google places in the site. I flag them during the audit and suggest wording that describes what the student learns.
A sentence promising quick income attracts clicks and creates disappointed students. An honest page describes the profession, setting up and the time it takes to get known, with no promised figures.
Words that announce recognition or certification have a precise meaning. Written loosely, they mislead the reader. Your page says exactly what the student receives at the end and who issues that document.
The programme, dates and price are only in a downloadable file. Google reads almost nothing on the page, and the person comparing on their phone moves on to the next school.
The method
Four steps. I start with the courses you most need to fill, not with the whole website.
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: 600 searches a month for long wellbeing training in your region, 2% of visitors make an enquiry, one enquiry in three is signed (this varies a lot from one industry to another), €4,500 per client. Click-through rates by position are orders of magnitude, and they've been shifting since Google started showing AI answers above the results. Redo the calculation with your figures
Possible revenue€0
Close to home
A school based in Charente can take students from Angoulême, Cognac, the small towns of the département and sometimes further afield. Against distance-learning courses sold everywhere, it has its strengths: trainers who are there in person, a room you can visit, group sessions you can reach by car or train. I live between Cognac and Paris, I co-founded the Newp agency near Cognac, and I build your pages so that these strengths are spelled out clearly.
Not all your students live in Angoulême. Some drive a long way for each group session. So the session page must say how to get there, where to park, where to stay and what time classes finish on Sunday.
If you open a session in Cognac or another town in the département, put it on a separate page. Someone living in Jarnac or Barbezieux searches with the name of the nearest town. A page giving the place, the dates and directions lets Google show you for that search.
An online course can't show a practice room, a table, a group at work. You can. Real photos, how a typical day runs and the number of students per group explain what in-person teaching brings, without running anyone down.
Beyond Google
Future students now put their whole plan to an AI such as ChatGPT, Gemini, Claude or Mistral. For example: “I'm forty, I work full time and I want to train in reflexology near Angoulême, at weekends. Which schools should I look at?”. The AI first explains what to check before choosing, then sometimes cites a few schools.
On these topics, AI tools are cautious. They more readily pick up a school whose pages give facts: number of hours, pace, place, price, trainers' names, exact nature of the qualification awarded. A page promising a “fulfilling career change” gives them nothing to cite. An accurate page about the profession and the qualification gives them what they need to describe you correctly.
Question asked to an AII want to train in reflexology at weekends, near Angoulême, while keeping my job. Which schools should I look at?
Three options to compare, checking the programme and the qualification awarded each time:
Fig. 3. Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description.
Three typical cases
I made up these three providers. What they have in common is being established, with several sessions a year and a small team. Your own plan will be written after the audit of your website.
It trains people in naturopathy, reflexology and two wellbeing massage practices. Everything fits on one page.
Its sessions in its home town fill up; the other two stay half empty.
Almost all its enquiries come from paid ads, and their cost goes up every year.
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?
A brochure website that hasn't changed in ten years is a set of undead pages. Grab the piece, slide it into the slot, and watch them fall.
INSERT COINSLIDE THE COIN INTO THE SLOT
Fig. 4. Sixteen seconds. Five of the undead, including an article from 2014.
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
I prefer to work with established providers: several sessions a year, a small team, turnover of around €300,000 to €400,000 a year. At that size, a few more enrolments per session cover the work. For a trainer starting out alone, I'd rather suggest an audit.
On “training” followed by a practice, with nothing else, it's unlikely and I won't get your hopes up. On a practice combined with a town, a pace or a price question, your pages can appear alongside them. These searches are fewer. They're made by people who are further along in their choice.
No, not until the website brings in its own enquiries. The two complement each other. I look at your ads to see which searches bring in applications, then I work on the matching pages. You then decide how much of the budget to keep.
I describe what the student learns and how a session runs, without attributing any health effect. That choice protects your school and matches what Google expects from a website on these topics. You reread everything before publication.
Yes, as long as you stick to the facts. A former student can tell their story, signed and dated. The page promises neither clients nor turnover, and it doesn't present one path as the rule. I help you word these testimonials without turning them into promises.
What's true, in the exact words. I don't know the real recognition of your qualification on your behalf and I write nothing about it without you. You give me the verified information, I put it into shape, and it appears in the same place on every course page.
Same method. Current funding schemes and the certification required to access them change, and I don't describe any of them from memory. You state what you accept today. The page gives a contact who answers funding questions.
I recommend it for long courses. People compare several schools and often rule out those that hide their price. You can specify what the price includes and the payment terms. The decision is yours alone.
A course page rewritten on an established website can improve within a few weeks. For a new town page, count on several months instead. Since future students themselves take weeks to decide, I look at results over a whole intake, not over a month.
I've been doing SEO for fifteen years and I run SEO and GEO training courses myself. Your practices and your teaching methods are what you know. I don't judge them. My job is to make them readable for the person looking for a school.
See also
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