New Dawn Specialty Page SEO Structure

Guidelines for structuring specialty pages on the ^[1] website to maximize organic search performance. These conventions emerged from the October 2025 realignment call and apply broadly to any service or specialty page built in WordPress.

Page Template Philosophy

Each specialty (e.g., Anxiety Therapy, Trauma, Couples Therapy) should share a single duplicated template rather than being built from scratch. This ensures:

Consistent SEO structure across all pages
Faster build time (finalize one, duplicate the rest)
Predictable content slots for copy drafting

The template approach does not prevent per-page customization — additional modules can be added where a specialty warrants more content.

Required Page Elements

1. H1 — Hero Headline

Location: Hero section at the top of the page (above the fold)
Content: Must be the primary target keyword for that page
Example: "Anxiety Therapy" not "Find Peace Within" or other creative alternatives
Why: Google crawls top-to-bottom; the H1 in the hero carries the strongest on-page SEO signal

The H1 is the single most important on-page SEO element. Avoid using clever or brand-voice headlines in this slot — save those for subheadings.

2. Supporting Subhead / Intro Copy

Appears directly below the H1 in the hero
Should reinforce the primary keyword and introduce secondary keywords naturally
Keep it concise (1–3 sentences)

3. Call to Action (CTA)

Location: High on the page — ideally within the hero or immediately below it
Purpose: Visitors who are ready to convert should not have to scroll
Examples: "Schedule a Free Consultation," "Call Now," "Book an Appointment"
A CTA button should also appear at logical intervals further down the page

4. Body Copy

Aim for sufficient keyword density throughout the page body
A working target is ~500+ words per page (longer content tends to rank better)
Sprinkle secondary and related keywords naturally — do not keyword-stuff
Each additional paragraph is incremental SEO value

5. FAQ Section

Include on every specialty page
Format: accordion or simple Q&A pairs
Why FAQs matter:
Capture long-tail keyword variations
Rank for AI-generated snippets (Google SGE, featured snippets)
Provide natural language that mirrors how users search
Example questions for an Anxiety Therapy page:
"What is anxiety therapy?"
"How do I know if I need anxiety therapy?"
"What types of anxiety does Katie treat?"
A site-wide general FAQ (e.g., under Client Center) can cover insurance, getting started, etc. — keep specialty FAQs focused on the condition/approach

Page Structure at a Glance

[Hero]
  └── H1: Primary Keyword (e.g., "Anxiety Therapy")
  └── Subhead: Supporting copy with secondary keywords
  └── CTA Button: "Schedule a Consultation"

[Body Section(s)]
  └── Benefits / What to Expect
  └── Approach description
  └── Additional CTA (mid-page)

[FAQ Section]
  └── 4–6 Q&A pairs targeting long-tail keywords

[Optional: Testimonials, Related Specialties]

Image SEO

Google does not read image content — it reads file names and alt text. Follow this naming convention before uploading any image:

[company]_[keyword]_[descriptor].jpg

Examples:
- anewdawn_anxiety-therapy_hero.jpg
- anewdawn_couples-therapy_session.jpg

Do not upload images with default names like IMG_4821.jpg or iStock_000012345.jpg. Alt text is added in the WordPress media library and should mirror the file name intent.

URL Structure

Each specialty page URL should contain the target keyword:

anewdawntherapyllc.com/specialties/anxiety-therapy
anewdawntherapyllc.com/specialties/trauma-therapy

Video Content

A short video of Katie speaking is strongly recommended for specialty pages or the homepage. In therapy specifically, prospective clients want to see the human behind the practice before reaching out. Video also increases time-on-page, which is a positive engagement signal.

Workflow: Copy Drafting

Katie finalizes the template layout for one specialty page (block structure, hero, FAQ placeholder)
Katie notifies Sebastian / Melissa that the template is ready
Sebastian / Melissa draft SEO-optimized copy (H1, subhead, body, FAQ) based on keyword research
Copy is reviewed and approved by Katie before publishing
Template is duplicated for remaining specialties; copy is swapped per topic

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