New Dawn Website SEO Strategy

Overview

New Dawn is a therapy services company (run by client Melissa) undergoing a full website rebuild. Rather than launching paid search immediately, the team is prioritizing SEO-optimized website copy as the foundation — ensuring each page is built with target keywords, meta titles, and descriptions in place before any PPC campaigns begin.

This article documents the strategic approach being used to write that copy, which can serve as a repeatable framework for other service-based website projects.

See also: ^[1] | ^[2]

Strategic Context

• The website is being rebuilt from scratch (~30 pages)
• Google Ads will not launch until the new site is live
• Copy must be written with SEO intent baked in from the start, not retrofitted afterward
• Sebastian is establishing the process on the first few pages; Paul will then assist to scale output

"Once I've done a couple of them, I might show you how to do it, and we'll both start working on these, just because you can see there's like 30 pages here, and it takes a bit." — Sebastian Gant, 2025-11-04

Per-Page Process

Each page follows a consistent workflow:

1. Identify the page topic (e.g., stress management, grief therapy)
2. Conduct keyword research — find terms with realistic ranking potential for a local/regional therapy practice
3. Select a primary keyword and supporting secondary keywords
4. Write an SEO title — optimized for the target keyword, within character limits
5. Write a meta description — compelling, keyword-inclusive, within character limits
6. Write page copy — natural, client-appropriate prose that incorporates keywords without over-optimization

Estimated time per page: ~1.5 hours.

Content Areas Identified

Pages mapped out in the working document include service-specific therapy topics. Known examples:

• Stress management
• Grief therapy

The full page list (~30 pages) is maintained in the shared New Dawn copy document (to be shared by Sebastian with Paul).

Keyword Research Approach

Tools

• Ahrefs — primary tool for keyword discovery and competitor gap analysis
• General search intent analysis for therapy-related queries

Considerations for Therapy SEO

• Target local and regional search intent (e.g., "[therapy type] + [city/region]")
• Prioritize lower-competition, high-intent keywords given the practice's likely domain authority
• Avoid purely informational keywords with no conversion intent
• Consider condition-specific terms that prospective clients search when seeking therapy (e.g., anxiety, depression, trauma, grief)

Content Gap Method

Use Ahrefs' Content Gap feature to identify keywords that competitor therapy sites rank for but New Dawn does not. This surfaces topic opportunities that may not be obvious from the content calendar alone.

This same method is being applied to ^[3] blog content — see ^[4].

Workflow & Ownership

Quality Standards

• Every page should have a unique SEO title and meta description
• Copy should read naturally for a therapy audience — avoid keyword stuffing
• Tone should be warm, professional, and appropriate for mental health services
• Each page's copy should reinforce the page's primary keyword without sacrificing readability

Related Notes

• ^[1] — Client overview for New Dawn
• ^[2] — Melissa's second company (construction cleaning); Google Ads strategy in progress
• ^[4] — General guide to using Ahrefs Content Gap for blog and page strategy
• ^[5] — Source meeting where this project was introduced