Squarespace SEO Expert Course for Service Providers (2025)
Introduction
This is a free, mini Squarespace SEO course (with videos) designed by Khara Wolf, Squarespace SEO Expert for service providers using Squarespace, such as coaches, consultants, creatives, and local businesses who want to rank higher on Google and AI search engines and attract qualified leads.
Think of this as a full course condensed into one comprehensive guide: strategy, technical setup, content, and growth tactics all in one place. Unlike paid programs that lock insights behind a paywall, this resource gives you everything you need to build an SEO-ready Squarespace site.
Squarespace SEO Course: Key Takeaways
Squarespace SEO starts with structure. Build your site map around what people actually search for, not just how you describe your services.
Optimize your basics (technical optimization). Titles (50–60 characters), descriptions (150–160), and clean URLs make or break your click-through rates.
Use the right tools. Squarespace’s built-in SEO settings are great (use them!), but also consider the SEOSpace plugin which takes optimization to a professional level.
Pick the right keywords. Target local and/or long-tail keywords before trying to rank for highly competitive national terms.
Don’t skimp on blogging. Use content clusters (topic clusters) and FAQs from client calls to build topical authority and attract ready-to-buy traffic.
Local SEO matters a lot for service providers. A well-optimized Google Business Profile and steady reviews can outrank national players.
Backlinks are still king. Focus on high-quality links from local associations, partners, and industry directories, not cheap bulk lists that can be purchased.
Conversions are everything. A site that ranks but doesn’t convert is wasted effort. Place CTAs above the fold, keep forms short, and optimize for mobile. Google will reward you for this too!
AI search is the future, and it’s already happenng. AI search engines like Gemini, ChatGPT, and Perplexity are already shaping visibility. Get listed in sources they cite, now.
Track analtyics and adapt. Use GA4 + Search Console to track traffic, rankings, and conversions, then adjust your strategy based on data. Add in Tag Manager for advanced conversion tracking.
Table of Contents
SEO-Informed Page Structure
Before you even touch settings or metadata, SEO success starts with page strategy. This is a critical step in this mini Squarespace SEO course.
Most Squarespace site owners build pages around how they understand their own services, but sometimes there isn’t search volume for what you are selling (not directly). Google and AI search engines, like ChatGPT or Perplexity, often surface results based on how closely your site matches user intent. If your structure doesn’t align, you won’t show up.
In some cases, your target audience may not be searching directly for the service you offer. If they don’t know that they need you yet, or if your service is unusual, they might be searching for something more general. That’s why keyword research should inform your page structure.
If you optimize your service pages with keywords and content that align with search intent, you will rank. In some cases, this will align with your unique services, and in some cases you’ll need to adjust your marketing approach if there isn’t direct search volume.
Here’s how to approach this:
Validate your services against search volume. You might sell “Wellness Coaching Packages,” but if nobody searches for that phrase, you need to find what they are searching for (e.g., “Holistic Health Coaching” or “Life Coaching for Stress”).
Decide which pages are SEO-focused. Not every page on your site needs to be optimized. Some are purely functional (privacy policy, contact form). Others should carry the weight of your SEO strategy (home, services, location pages, core blog posts). Or, another example might be landing pages you use to drive conversions from social media that serve a marketing purpose, but don’t need to rank.
Build structure around demand. Optimize your keyword strategy around the keywords that have volume but continue to write copy for humans and speak in the words of your target audience.
💡 Pro Insight: I’ve seen clients save dozens of hours (and win rankings faster) by building the site map around what people search for rather than guessing. This step is the foundation that makes the rest of your SEO work effective.
Technical Optimization Using Built-In Tools
Squarespace gives you a solid baseline of built-in SEO tools, but they need to be used correctly.
Meta Titles: Keep them 50–60 characters. By default, Squarespace inserts “%s | %s” in the SEO title settings, which automatically adds your site name. This eats up valuable character space. I recommend removing the %s for site name so you can control the full title. Most users already see your brand in the URL or meta description, so don’t waste the characters.
Meta Descriptions: Write 150–160 characters that summarize value and include your target keyword. This won’t directly rank your page, but it increases your click-through rate.
Site-Wide SEO Settings: Ensure your site-wide meta data, favicon, social sharing image, and connected accounts are properly set up. Consistency across the brand is a trust signal for Google.
💡 Pro Insight: Think of titles and descriptions not just as “boxes to fill,” but as your Google billboard. In a search result, that’s often your first and only chance to win a click, and it is another chance to provide keywords and clear copy that aligns with search intent.
URL Structure (One of the Most Overlooked Issues)
URL optimization is an area where Squarespace users (and many designers) make big mistakes.
Here’s how you optimize your URL structure:
Keep URLs short and clean. Aim for 3–5 words with hyphens (e.g., /holistic-wellness-coach instead of /how-to-hire-the-best-holistic-wellness-coach-today).
Fix duplicates. When you duplicate pages or posts, Squarespace automatically appends characters like -1. Always clean those up.
Redirect old URLs. If you change a URL, set up a 301 redirect in Squarespace’s URL Mappings. Don’t skip this! Broken links confuse and upset Google and cost you rankings.
Maintain structure in migrations. When moving sites or redesigning, keep URLs identical where possible. If changes are necessary, redirect every old URL to its new counterpart.
Manual nesting (advanced tip). Squarespace doesn’t allow true nested URLs like WordPress, but you can fake it. Example: for service pages, manually create slugs like /services/coaching. Use the Portfolio feature to create an automatic collection, or use custom slugs to mimic collections. Google will interpret these as a logical hierarchy.
Doing More with the SEOSpace Plugin
Squarespace’s built-in tools are fantastic, but if you want to level up, the SEOSpace plugin, the only SEO plugin designed specifically for Squarespace, is the closest thing to Yoast (but way better!). As a bonus, there is a much more in-depth Squarespace SEO course, also offered by SEOSpace!
What the SEOSpace plugin does:
On-page scans: Shows exactly what’s missing or broken on a page.
Keyword research: Paid plans include integrated keyword tools so you don’t have to bounce between platforms.
Technical checks: Helps identify deeper issues Squarespace doesn’t flag.
Actionable insights: Instead of generic “green lights,” it gives you tailored recommendations for Squarespace.
Much more! This plugin comes with a suite of advanced professional tools, including rank tracking, Google My Business integration, backlink analyzer, competitor research tools, and more.
💡 Pro Insight: I use this plugin for my own business, for all of my clients sites, and for all of the clients I manage for SEOSpace, as one of their dedicated SEO Account Managers.
Advanced Keyword Research
One of the biggest mistakes service providers make is going after the wrong keywords. If you’re a small business or a solo provider, trying to rank for competitive keywords right away will be challenging.
Here are some pro tips for keyword research:
Layer in intent. Add qualifiers like “for [audience],” “specialist,” “best,” or “affordable.” Example: “Immigration lawyer Florida” is more winnable than just “immigration lawyer.”
Focus on service + location. Most service providers win locally before nationally. Target your local area by using phrases such as“LA plumber”or “Durango acupuncture clinic” instead of just “plumber” or “acupuncture.”
Use long-tail queries. Blog posts are perfect for these. Example: “How much does Squarespace SEO cost?” is a lower-volume but high-intent keyword you could own.
Check keyword difficulty. Use tools like SEOSpace plugin, Ahrefs, or Ubersuggest. If the competition score is extremely high and dominated by national brands, it’s not your fight.
💡 Pro Insight: Trying to rank for keywords with the wrong search intent can waste a tremendous amount of time. While some keywords make sense to you, that doesn’t mean Google will see it the same. It is critical you always Google (or put into ChatGPT) your keywords to make sure that the right “types” of results show up.
Keyword Tool Recommendations:
For local keywords, I recommend the free Google Keyword Planner tool because you can narrow down the search to specific regions, counties, and cities.
For Nationwide/Worldwide, You can search nationwide in Google’s free Keyword Planner. If you invest in the SEOSpace plugin, you can use their keyword search tool instead for national search. It is much better for national search because it has clear data on keyword difficulty, sorting and filtering features, and much more.
Content Strategy & SEO-Informed Blogging
Blogging isn’t dead. While AI is now answering most “informational keyword” queries these days, blogging is critical for building topical authority and adding fresh content.
Build topical clusters. If you want to rank for “emergency plumber Denver”, create supporting blogs like:
“Clogged Drain vs. Broken Pipe: How to Tell the Difference”
“5 Signs You Need a Water Heater Repair Before Winter”
“How to Shut Off Your Water in an Emergency (Step-by-Step Guide)”
Answer common client questions. Turn your service calls and FAQs into posts. For example, if customers often ask “How much does it cost to replace a water heater?” or “What should I do if my toilet overflows?”, you can turn these into full posts.
Optimize every post. Clean URL, keyword in title/H1, strong meta description, internal links back to your service pages.
💡 Pro Insight: Use keyword research to plan topics and be sure to stick within a “topic cluster”. Aka, all your topics should be in and around what you are an expert in.
Local SEO: Google Business Profile, Citations & Reviews
In general, it is much easier to rank for local search. If your Google Business Profile (GBP) isn’t optimized, you’re missing half the battle. Start there!
Google Business Profile: Fill in every field, including categories, services, hours, photos, FAQs. Post updates weekly if you can.
Citations: Ensure your business info (Name, Address, Phone — NAP) is consistent across directories (Yelp, BBB, local chamber sites, niche directories). Be sure to include this same business information on your website in the footer and directly on service pages. These reviews will help your profile rank higher in the Map Pack (which gets 50% of the clicks), but having testimonials also help you rank higher in Google and AI search engines.
Reviews: Ask every client for a Google review. More (and better) reviews = higher local rankings + stronger trust with prospects.
Location pages: If you serve multiple areas, build optimized pages like /seo-services-denver or /durango-seo-consultant.
💡 Pro Insight: Embed your Google My Business map inside your service page (don’t use the built-in Squarespace map!).
Backlink Strategies
Backlinks are still one of the top-ranking signals, but they can be an elusive part of SEO strategy. These are links from other people’s sites back to yours. The more you have, especially quality links in your niche, the more Google will trust you, and the more AI engines can reference you.
Types of backlinks:
Local directories & associations. Chamber of Commerce, BBB, industry groups, and local citations. The local citations can be set up for you using a service such as FatJoe or Bright Local.
Partnership links. Vendors, partners, or complementary businesses often have a “recommended partners” page.
Guest posting. Share insights on industry blogs, LinkedIn articles, or even local publications. Include a link back to your site.
Broken link outreach. Find outdated resources, then offer your guide as a replacement.
Referenced Links. Search for your top keywords and look for the AI sources. AI mode, and searches in LLM models such as ChatGPT, source their content. Put in your queries, and then see what sources are referenced. Get listed on these sources, especially listicles.
💡 Pro Insight: Quality > quantity. One Chamber of Commerce link or industry site mention can outweigh dozens of low-quality directory links. If you can buy it, so can someone else. This means it is not as “high quality” as the ones YOU can get yourself via your network.
Analytics, Tracking & Growth Frameworks
You can’t improve what you don’t measure. Every service provider should set up a tracking framework. You can start with the built-in Squarespace analytics, however be sure to set up Google Analytics and Search Console right away. You may not use this data immediately, but you’ll be glad you have it later when the time comes!
Google Analytics (GA4): Track site traffic, conversions, user behavior.
Google Search Console (GSC): Monitor which queries bring traffic, indexing issues, and ranking positions.
What SEO KPIs you should track:
Organic traffic (impressions)
Keywords ranked on Page 1
Click-through rate (CTR) and number of clicks
Conversions from organic traffic (form fills, calls, sales) – you can set this up using Tag Manger
Growth framework:
Month 1–2: Fix technical issues & build structure
Month 3–4: Publish core blogs + optimize service pages
Month 5–6: Start link building & review acquisition
Month 6+: Refresh old content, scale backlinks, expand keyword targets
💡 Pro Insight: Don’t underestimate content refreshes. Updating old posts with new stats, better headlines, and fresh CTAs can double traffic without writing new content. If you update a post, be sure to update the “publish date” as well! This can be manually updated anytime in Squarespace.
Conversions & UX (CRO)
Getting more traffic is only half the battle. The other half is turning that traffic into paying clients. If your website isn’t built for usability and action, your SEO wins won’t translate into business wins.
Here are a few high-impact conversion optimization (CRO) best practices:
Put calls-to-action above the fold. On your homepage and every service page, make sure visitors see a clear “Book Now,” “Schedule a Consultation,” or “Get a Quote” button without scrolling.
Use contrasting buttons. Don’t bury your CTA in the same color scheme as your site. Make it pop so visitors can’t miss it.
Streamline booking forms. Only ask for the essential information (name, email, phone, service needed). The fewer fields, the higher the completion rate.
Optimize for mobile first. Most service-provider leads come from smartphones. Test your site on different devices to make sure buttons are tappable, text is readable, and forms are easy to fill out. You can use Google Lighthouse to test devices that you don’t own.
Track behavior in GA4. Set up click-tracking on your booking/contact buttons using Tag Manager and G4. Monitor which pages convert best, then replicate that design on weaker pages.
Include service-based content users are looking for: testimonials and social proof, pricing, “our process” section, case studies/portfolio examples, credentials and awards, etc. These will not only improve conversions but are essential for ranking.
💡 Pro Insight: Google understands user experience matters. A website that has good user experience and converts well, will rank better too!
AI Search Optimization
While Google search still dominates the industry in 2025, more and more people are using AI platforms such as Gemini, ChatGPT, Perplexity, and Bing Copilot. These engines don’t “rank” sites the same way Google does. Instead, they pull answers from trusted sources, listicles, and authority sites. AI search is a probability game. This will be the go-to search in the very near future.
Here’s how to optimize for AI search:
Audit AI results. Search your target keyword in ChatGPT or Perplexity. Look at which sources they cite or recommend. That’s your roadmap for where you need visibility.
Target listicles & roundups. If AI tools are pulling from “Best Local Plumbers in Denver,” your goal is to get your business added to those lists.
Build topical authority. Publish in-depth, comprehensive guides and blogs that aligh with your topical authority. AI engines favor content that covers a subject fully and answers multiple related queries in one place.
Strengthen external mentions. The more your brand is referenced across blogs, directories, and authoritative sites, the more likely AI is to cite you.
Keep your info consistent. AI models pull business details from your website, GBP, social media, and major directories. Make sure your information is aligned everywhere. This includes primary keywords, and for local business, Name, Address, Phone (NAP) and service descriptions.
💡 Pro Insight: Add your own unique insights. AI search engines already have all the answers. If you can provide something they don’t already have access too, or new expert information they don’t know, you will outrank your competition.
Migrating from Squarespace 7.0 to 7.1
Why It Matters for SEO in 2025
Squarespace 7.0 was a strong platform for design, but in 2025, 7.1 is the clear winner for SEO. Google’s ranking systems, and AI search engines, reward sites that are fast, mobile-friendly, and technically clean. Squarespace 7.1 gives you a stronger foundation in all three areas.
Here’s why migrating to 7.1 benefits SEO:
Cleaner, modern code base. 7.1 templates are built with updated HTML, CSS, and JavaScript, which makes pages lighter and faster. Faster load times = better Core Web Vitals = stronger ranking signals.
Improved mobile experience. 7.1 designs are mobile-first, with more flexibility for responsive layouts. Since most service provider traffic comes from mobile, this is a critical SEO factor.
Better indexing & structure. 7.1 handles headings, section layouts, and page nesting more consistently. This reduces common crawl/indexation issues seen in some 7.0 templates.
Ongoing support & features. Squarespace is phasing out 7.0. Updates, security fixes, and new SEO features (like native schema options) are being developed for 7.1 only.
Easier design + UX updates. More control over sections, page layouts, and styling makes it easier to implement CRO (conversion rate optimization) best practices, another indirect SEO boost.
💡 Pro Insight: If you’re still on 7.0, plan a migration sooner rather than later. Map your existing URLs carefully (and set up redirects where needed) to protect your rankings. Treat the migration as a redesign opportunity: restructure pages around search demand, clean up slugs, and refresh metadata.
Squarespace SEO Course FAQ’s
Can you do SEO on Squarespace?
Yes, Squarespace websites can rank really well on Google and AI search engines. The platform has built-in tools for titles, descriptions, clean URLs, and site-wide metadata. With the right setup (and a few pro tips like customizing URLs and finding the right keywords), I’ve seen Squarespace sites outrank WordPress or other platforms. The key isn’t the platform itself — it’s how you structure, optimize, and promote your site. Squarespace has the necessary built-in tools, and the additional SEO plugin extensions, needed to create a professionally SEO-optimized website.
How much does a Squarespace SEO expert cost?
Hiring a Squarespace SEO expert typically ranges from $500–$1,500 for one-time optimization projects and $500–$2,500 per month for ongoing SEO retainers, depending on scope, competition, and goals. At the higher end, retainers should include keyword research, technical fixes, content strategy, backlinks, UX improvements, and analytics reporting. (Tip: Be wary of “too good to be true” prices — effective SEO requires expertise and time.)
Is Wix or Squarespace better for SEO?
Both Wix and Squarespace have improved dramatically in SEO over the last few years, but Squarespace has an edge for clean site structure and design flexibility. Wix offers more granular SEO settings (like native indexing controls), but it can feel cluttered. Squarespace is simpler for service providers who want SEO baked into a clean, professional website without managing too many technical details. With the right expert, either platform can perform well, but Squarespace’s streamlined setup is often easier to optimize. Additionally, there is a growing community of certified Squarespace SEO experts who can assist you at any point in your journey.
Which is the best course to learn SEO?
It depends on your learning style and goals. To get you started, I created this free Squarespace SEO Expert Mini Course for Service Providers that covers the exact strategies I use with clients. If you want to go deeper, I recommend the SEOSpace Academy self-paced course by Henry Purchase. This is the most comprehenstive and trust-wrothy Squarespace SEO course currently on the market.
I earned my Squarespace SEO certification via his SEOSpace business academy. This academy is no longer live, but the self-paced content from within that course is available as a self-paced course for only $450. This is absolutely the next step for anyone wanting to take a paid course (that goes beyond what this mini-course covers).
