SEO Basics for Your Doula Website
If you’re a doula, chances are you’ve got a beautiful website with your story, services, and photos of your work. But having a website or a well curated Instagram doesn’t automatically mean families will find you. That’s where SEO, or search engine optimization, comes in. Simply put, SEO is what helps your website show up in Google (and other search engines) when someone types in “postpartum doula near me” or “birth doula in Los Angeles.” And yes, it’s something you can manage without being a tech wizard.
We’ll share the lowdown on what you need to know.
Keywords Are Everything for Website SEO
Keywords are the words and phrases potential clients type into a search engine when they’re looking for services. Think about what your ideal client might search:
“Night doula in San Francisco”
“Holistic postpartum doula in Portland”
“Fertility doula near Detroit”
“Birth doula Los Angeles”
Use these naturally throughout your website, especially on your homepage, services pages, and in blog posts. But don’t stuff them in unnaturally; Google is smart, and your content should still read like a human wrote it.
Local SEO Matters Most
Most families want someone local. That’s why local SEO is essential. Make sure you include your city or service area on every.single.page (this can be easily done using a footer). Go further by claiming and optimize your Google Business Profile, You can also ask clients for reviews on Google and Yelp, and it can help to list your services in local directories as well.
All of these things help your website pop up when someone searches for a doula “near me” in your area, whether it’s NYC, Los Angeles, San Francisco, Detroit, or somewhere in between!
Blogging is Your Secret Weapon
Blog posts give you endless opportunities to use keywords naturally and show your expertise. Ideas include:
“How an Overnight Doula Can Help You Sleep”
“Tips for Navigating Postpartum Hormones”
“What to Expect During Your First Birth Doula Appointment”
Consistent blogging also signals to search engines that your website is active and relevant. Bonus: it gives potential clients a reason to trust you before they even reach out.
Here’s a tip most doulas need to hear: it’s extremely common now for people to use AI tools to write blogs and web copy. We do it too, but we want to stress that you shouldn’t just copy and paste what ChatGPT (or any AI) spits out. Use your own voice, add your personal spin, and verify the information you’re sharing. Your clients are hiring you for your perspective, experience, and expertise, not a generic AI draft. Plus, it’s really easy to spot AI phrasing and can be a turnoff for some people.
Make Your Site Easy to Navigate
Google rewards sites that are easy to use. Make sure your website loads quickly, works well on mobile (most people search on their phones), has clear headings, pages, and menus, and includes contact info prominently
Use Meta Titles and Descriptions
Meta titles and descriptions are the little snippets that show up in Google search results. They tell both Google and potential clients what your page is about. For example:
Title: Postpartum Doula in Los Angeles | National Baby Co
Description: Experienced overnight and daytime postpartum doulas serving Los Angeles. Personalized support for new parents.
Even a short, clear meta description can improve click-through rates. Meta descriptions can also be used for blogs!
Link to Relevant Pages and Resources
Internal linking (linking to your own pages) and external linking (linking to outside helpful resources) helps Google understand your site. Examples:
Link your services page to your blog posts
Link blog posts to each other when relevant
Link to trusted external sites like AAP guidelines or local hospital resources
All of this makes your site more useful to visitors and more credible to search engines.
Don’t Forget About Images
Images make your site look human and inviting, but they also help SEO when you use alt text. Alt text describes the image in words, which helps Google “see” it. Example: “Postpartum doula supporting new mom in San Francisco.”
While it may seem overwhelming, SEO doesn’t have to be complicated. Focus on using the right keywords, making your site easy to navigate, posting regular blogs, and showing up for your local community. Start small. Pick your main keywords, write one blog post, and make sure your Google Business Profile is up to date. Over time, these small steps will bring the families who need your expertise right to your door!