---
title: New Dawn Specialty Page SEO Structure
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-10-23-a-new-dawn-shine-marketing-call-96392760.md
tags:
- seo
- wordpress
- landing-pages
- a-new-dawn
- content-strategy
layer: 2
client_source: null
industry_context: null
transferable: true
---

# New Dawn Specialty Page SEO Structure

Guidelines for structuring specialty pages on the [[wiki/clients/a-new-dawn/index|A New Dawn Therapy]] 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

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

---

## Related

- [[wiki/clients/a-new-dawn/index|A New Dawn — Client Index]]
- [[wiki/meetings/2025-10-23-a-new-dawn-shine-marketing-call|Meeting: A New Dawn / Shine Marketing Call — 2025-10-23]]
- [[wiki/knowledge/seo/image-naming-conventions|Image Naming Conventions for SEO]]
- [[wiki/knowledge/ppc/landing-page-quality-score|Landing Pages and Google Ads Quality Score]]