SEO For Therapists: Complete Guide to Ranking on Google

As a therapist, you understand the power of connection – you do that everyday with your clients. You help them overcome adversity, find inner-strength, and cope with some of life’s tragedies. 

Bear with me here, but that’s exactly what SEO is all about – making connections through your website.

Because at the end of the day, you don’t just want a good website, you want a thriving business that is full of your favorite clients.

My name is Zack, owner of Private Practice SEO. In this SEO for therapist guide, I’m going to teach you everything I know about SEO in my 7 years of experience ranking websites. I’m on a mission to help 100,000 therapists build a full caseload through SEO.

Grab a cup of coffee, maybe even bookmark this page cause it’s going to be a long one!

Let’s get down to it: Let’s simplify the process and show you what really works to grow your practice with the power of SEO.

What is Search Engine Optimization (And SEO for Therapists?)

First of all, I have to say that SEO is overwhelming if you’re brand new to it. If there’s one piece of advice I could give – and one thing you can take away from this article – is that building your SEO is like eating an elephant.

How do you do it?

One. Chomp. At a time.

I also liken SEO for therapists to learning piano. 

At first you learn the notes on the piano, then you learn how they work together to make a chord, then you learn scales. The beginning ain’t glamorous. It’s tedious and difficult.

But eventually, you’re playing some of your favorite songs. Those small wins accrue over time and get you big results. 

SEO is the same. Whether it’s optimizing a page or researching a keyword, you’re moving closer to reaching more people who need your support and growing the business of your dreams.

So if you’re just starting, don’t feel overwhelmed, just take it day-by-day. If you’re a seasoned SEO, then there’s still deep insights in here that most people don’t mention, including my favorite SEO tools.

No matter who you are, The SEO for Therapists Complete Guide is here to help (and is updated frequently).

It offers clear steps and actionable strategies to simplify the process.

Trust yourself to learn, grow, and master these new skills.

You’ve got this!

How do Search Engines Work?

Imagine search engines like Google are giant librarians for the internet. 

They sort through, find, and store information that’s readily available for them to service depending on what search word you type.

So let’s say a potential client is looking for “anxiety therapy near me.” They type that into Google, and the search engine quickly finds the best websites based on their presumed needs.

Here’s search engines work in a fraction of a second:

1. Exploring the Internet:
   Search engines use “robots” (called crawlers) to travel around the internet. These crawlers visit websites – including your private practice site – and take notes about what’s on each page. They “read” your content, check your keywords, and learn what your website is about.
   
   
2. Building an Index:
   All the notes from the crawlers are stored in a giant “index” (like a huge database). This helps Google remember where to find specific information when someone searches for it.
   
   
3. Answering Client Questions:
   When someone types something like “anxiety therapy near me,” Google searches through its index to find the most relevant, trustworthy, and helpful websites.
   
   
4. Ranking Results:
   Google doesn’t just list everything it finds. It ranks the results to put the most useful ones at the top. It looks at things like:
   
   
   • Keywords (Does your site mention “anxiety therapy”?).
   • Trustworthiness (Do other sites link to yours?).
   • User experience (Is your site fast and easy to navigate?).
     

For counselors, this means your website needs to be clear, helpful, and well-organized so Google can match you with the people searching for your services. With good SEO, your site becomes the “top book on the shelf” when clients are looking for support.

In a nutshell, that’s how search engines work.

It may sound complicated but just remember Google has one job: To help users find relevant, trustworthy information as quickly as possible.

The next question becomes how do we become relevant to Google?

On-Page SEO: Making Your Website Relevant to Search Engines

Now that you understand how search engines work, the most impactful thing you can do is to help show Google that your website IS relevant to your ideal client. 

Before we give you tips on how to make your therapist’s website relevant, I highly encourage you to find keywords relevant to your niche. I have a whole guide on that here. It will help you make sense of all the strategies mentioned below.

What is On Page SEO?

On-Page SEO is literally the things you control ON the particular web page you’re trying to rank. 

These are the things in YOUR control as a practice owner, so I recommend starting here.

But remember this: on-page SEO is all about making your website relevant to search engines.

Here are some things you can start doing today:

Content Optimization

SEO Impact: 10/10

Reason: As the owner of Private Practice SEO, a content-driven agency, I’m a bit biased, but writing quality content optimized for search engines is the #1 requirement for ranking on Google. If you don’t have content, you have nothing to rank! 

1. High-Quality Content:
   Create content that is original, valuable, and relevant to your target audience. It should address their needs or questions. And just to address the elephant in the room, YES ChatGPT is a great resource for writing content but it needs to be edited for humans (kinda like this article you’re reading now)…
   
   
2. Keywords:
   Use primary and secondary keywords naturally in titles, headings, and throughout the content. Avoid keyword stuffing – this tactic may have worked in 2010, but those days are long gone.If you’re not sure how to do keyword research, I have an article for you here.
   
   
3. Headings (H1, H2, H3):
   Use descriptive headings to structure your content. These help readers and search engines understand your content’s hierarchy. A common mistake I see all the time is counselors using multiple H1s or using random H2 and H3s with 0 keywords in them.
   
   
4. Meta Descriptions:
   Your meta description is basically what people will see on the SERP. Writing  compelling meta descriptions is crucial to get clicks to your website. Include your main keyword and keep it under 160 characters for best results.
   

On-page SEO factors are elements you can optimize directly on your website to improve its search engine rankings and provide a better experience for users. Here’s a breakdown of key on-page SEO factors:

HTML Elements

SEO Impact: 9/10

Reason: Title tags and URL structure is 100% critical for on-page SEO. If you’re not including keywords in these places, then you’re doing SEO all wrong. I don’t think ALT-text for images is as important as people say, however.

5. Title Tags:
   The title tag is the headline for your website in search results. You want to create unique, keyword-rich titles for every page. Keep them under 60 characters and put on your copywriting hat to pique people’s curiosity or interest.
   
   
6. Alt Text for Images:
   Google also has a whole other section for images in its massive library. Add alt text to images to describe what they show. This improves accessibility and helps search engines understand image content.
   
   
7. URL Structure:
   Use short, clean URLs with relevant keywords. If you’re using a flat structure for your website, the page URL should come directly after the domain name. For example, use /anxiety-therapy-colorado-springs comes directly after domainname.com

Technical On-Page Factors

SEO Impact: 8/10

Reason: Important because if your website doesn’t match modern-day expectations in terms of performance, then your website will not be as competitive. Still, there are many websites that don’t pass all the page speed insights and still rank very well.

8. Page Speed:
   Most users will click away from a website that takes longer than 3 seconds to load (you’re likely one of these people). To check if your website is loading fast enough, check out Page Speed Insights for more information. Slow pages can hurt rankings and drive users away.
   
   
9. Mobile-Friendliness:
   Did you know that Google actually has different rankings for desktop users vs mobile users on Google Maps? If your website looks good on desktop but horrible on mobile devices, there’s a good chance that you’re dropping the ball. Optimize your site for mobile devices. You should use responsive design to make it look good on any screen size.
   
   
10. Internal Linking:
    A website that is well-connected to many other relevant pages is a website that tends to rank well. The reason being is that 1) it’s helpful to users to find more detailed information and 2) links pass “link juice”, which helps all pages of your website rank better. Be sure to hyperlink relevant pages on your site to guide users and help search engines discover your content.
    
    
11. Secure Website (HTTPS):
    You likely already have this checked off your list. But it’s essential to use an SSL certificate to make your site secure (HTTPS). Remember Google wants to service pages that it can trust and a site that is not secure is an untrustworthy website.

User Experience (UX)

SEO Impact: 8/10

Reason: If no one likes using your website, then people will not spend time on it, which will impact your dwell time.

12. Readability:
    Ever heard the phrase, “content is king?” Even if you have the most SEO-optimized website but your content sucks, people will notice. Therefore, write content that’s easy to read and digest. Use short sentences, bullet points, and a clear structure.
    
    
13. Engagement:
    Essential to any content marketing strategy is including infographics, custom graphics, videos to keep people engaged on your website. If the content is good enough, you’ll automatically get backlinks to it from other webmasters, which will improve your website’s trustworthiness.
    
    
14. Clear Call-to-Action (CTA):
    This one is super important for getting new clients in the door. If you’re ranking but not asking them to book a free consultation, you’re leaving a lot to chance. Use buttons or links that guide users on what to do next, like “Schedule a Consultation” or “Learn More About Therapy.”

Rich Snippets and Schema Markup

SEO Impact: 7/10

Reason: Definitely important for SEO but requires technical expertise. A best practice that should be followed.

15. Structured Data:
    Probably the most advanced concept in SEO, but still vital. Use schema markup to help search engines understand your content better. For example, if you’re a therapist, you can use schema markup to tell Google that you are a local business, this page is a service page, or that this is your contact information. If you don’t tell Google this information directly, you’re leaving it to chance Google will recognize you as such.

Off-Page SEO: Building Your Therapy Website’s Authority

If you followed all the advice in the section above, you’re off to a good start of ranking your website on Google. Unfortunately, making your website “relevant” is half the battle; you’ve also got to make your website THE authority on a topic.

Ever noticed how many big businesses are outranking yours even if your content is the bomb.com? It’s because they are ranking on authority alone.

To level the playing field, you’ve got to have a solid off-page SEO for therapists strategy.

What is Off-Page SEO?

Off-Page SEO is all about the things you do OUTSIDE of your website to boost its credibility and authority in the eyes of search engines.

These are factors that aren’t directly on your website, but they play a major, major role in showing search engines that your site is trustworthy, valuable, and worthy of ranking higher.

Unlike on-page SEO, off-page efforts often rely on networking and collaboration with others. It’s about building relationships and spreading the word about your practice across the web.

Here’s the key to remember: Off-page SEO is about proving to search engines that your website is trusted by others.

Here are some strategies you can start implementing today:

Build High-Quality Backlinks

SEO Impact: 9/10

Reason: Backlinks is the “tie-breaker” and will help you build your domain authority faster. If everything is equal in terms of you and another competitor in the search results (SERPs), a quality backlink will be the “tie-breaker” getting you into that coveted top 3 position.

We recommend getting backlinks in the following ways: 

• Guest Blogging: There’s probably dozens of publications or bloggers in your niche. Send them a personalized email saying you’ll write a free article for them in exchange for a link to your website or particular page you’re trying to rank. This is an old tactic but still highly effective.
  
  

Pro Tip: Do a google search of your keyword + “write for us”. Boom. Now you have your list of publications or bloggers that accept guest writers.

• Professional Mentions: The therapy community is fortunately very collaborative. If you have a therapist friend, invite them to a link exchange where you link to them and they do the same in return.
  
  Note: Although this is common practice, you want to be careful doing this too often. Google has guidelines that have to be followed carefully. Anything unnatural may get you penalized. 1-2 of these a month should not hurt you however.
  
  
• Content Promotion: There’s likely a content creator that would likely share your content with their audience (especially if you offer to do the same in return). This can include social media influencers but also niche publications.

2. Social Media Engagement

SEO Impact: 6/10

Reason: Social media links are “no-follow”, meaning they offer little link juice compared to do-follow links. Still social media links are great for boosting your brand search volume though. 

Follow these tips to get the most out of social media: 

• Content Sharing: Have a therapist friend on social media? Setting up a schedule to share each other’s posts is a great way to get more clicks to your website, boosting your overall traffic.
  
  
• Networking: One of the most underrated aspects of social media is “social listening” – or simply replying to other people in the comments, sending messages, and networking!
  
  
• Facebook Pages: There is an amazing network of counselors online at The Business of Therapy among many other facebook pages dedicated to helping therapists with their online presence, but also some SEO-specific ones.

3. Leverage Digital Publications

SEO Impact: 9/10

Reason: Most of the publications mentioned have an extremely high domain authority (DA). If you land a link from one of these websites, you’ll get valuable link juice from these websites, especially if it’s in your niche.

• Connectively: There are hundreds of journalists who need a quote from an expert in fields like search engine optimization, psychology, and counseling – a perfect opportunity for you to offer your expertise! All you have to do is pitch these journalists why you’re the best to answer the question and BOOM, you got a backlink from a good journal.
  
  

Note: Connectively, formerly known as HARO (Help a Reporter Out)  is a platform for journalists and subject-matter experts to come together. 

• Publish on Medium: We all love a good medium article once in a while. Own your expertise and write to your ideal client on their struggles. Your voice can reach thousands overnight if you were to land a gig with Medium. 

4. Encourage Content Sharing

SEO Impact: 8/10

Reason: Creating resources that users love and share with others is the cheat code to SEO for therapists… Why? These resources can spread like wildfire on the internet if they are valuable enough. The hard part is creating content that is unique or more valuable than others.

• Create Research-based Content: People love research. When you’re able to rank for a keyword with the word “stat” at the end – the chances of you getting hundreds of people backlinking to you skyrockets (which as we know is great for building authority)
  
  
• Infographics and Videos: Packaging up your valuable knowledge in a video or a visually-appealing video is a great way to get valuable shares and backlinks from others citing your insights.

5. Participate in Online Forums and Communities

SEO Impact: 7/10

Reason: I believe that forums are great but community guidelines are against dropping links or promoting your brand, so some finesse is required. The amount of time to research forums and provide non-solicited value in there might be worth it for a good backlink however.

• Answer Questions: Engage on platforms like Reddit or Quora by answering mental health-related questions with thoughtful, non-promotional responses (including links when helpful).
  
  
• Join Professional Groups: Get involved in therapy-focused online groups or mental health forums where you can network and share resources. 

6. Influencer Marketing

SEO Impact: 6/10

Reason: With how much effort goes into hosting a virtual event on a consistent schedule, I’d only recommend this for a therapist making 6 figures per year and wants to attract more high-end clientele.

• Starting a Podcast and Webinars: Own your niche by growing an online brand through podcasts, webinars, or virtual events. This will significantly increase your online presence.
  
  
• Getting on Another’s Podcast: Instead of owning the podcast or webinar, offer to be a guest on another person’s platform. This can help improve your referral traffic and you may be able to get a backlink out of it, too.

7. Focus on Content Syndication

SEO Impact: 5/10

Reason: Repurposing content has become easier in recent years with AI, but this is more social media management, which as we’ve discussed is different from search engine optimization.

• Repurpose Content: Share your blog posts on third-party platforms like LinkedIn Articles or Thrive Global, ensuring they link back to your original post.
  
  
• Submit to Content Aggregators: Share your resources on platforms like Flipboard or Pocket, where users curate articles for wider reach.

Importance of Local SEO for More Inbound Leads

⅔ of the main aspects of SEO for therapists have been covered! The last, but certainly not least is local search engine optimization.

If you’re a private practice with a physical location, then you’ll want to pay super close attention here. These points will help you generate local leads than any other tactics mentioned so far.

Let’s explore how these strategies can help you attract more local clients.

What is Local SEO?

Local SEO is anyone searching for your services within a smaller proximity than a national brand. 

Most therapists can only service clients within the state they are certified, so it’s likely that you have only a finite number of cities you can service clients in.

This is actually a good thing – the more narrow your target demographic, the better chance you have of ranking.

Let’s explore some tactics that will impact your local SEO.

Optimizing Your Google My Business Profile

SEO Impact: 10/10

Reason: Your Google Business Profile, similar to your website, needs to be optimized for search engines in order to be found. This is the #1 thing you need to do when starting a local SEO campaign.

Here’s some tips on how to do that:

1. Complete Your Profile: Fill in all necessary information, including your business name, address, phone number, and website link. Ensure everything is accurate and up-to-date.
   
   
2. Select Appropriate Categories: Choose relevant categories that describe your therapy services. This helps Google understand what you offer and boosts your chances of appearing in local searches.
   
   
3. Add High-Quality Photos: Include professional images that represent your practice. Visuals can attract potential clients and create a positive first impression.
   
   
4. Encourage Client Reviews: Ask satisfied clients to leave reviews on your GMB profile. Positive feedback not only boosts your credibility but also signals to search engines that you’re a trustworthy choice.
   

If you want to do this yourself, follow this comprehensive checklist I made specifically for therapists.

Adding Local Keywords to Website

SEO Impact: 10/10

Reason: Your website NEEDS to be optimized for local intent. 10/10 do this. Why? How will search engines know you’re a local business if you don’t?

Here’s some tips on how to do that:

1. Include local keywords in your header tags, meta description: For example, including keyword “Austin counseling services” for your Austin location page would be a great start. Don’t forget to update your meta-description here as well.
   
   
2. Writing local SEO content: Writing blog posts that address local searchers is a fantastic way to become relevant to local searchers. For example, “How much does counseling cost in Austin, TX?”

Pro Tip: Prioritize keywords that actually get search traffic to get more relevant clicks.

Gathering and Managing Positive Reviews

SEO Impact: 9/10

Reason: Reviews are one of the biggest factors when it comes to ranking locally because it builds trust.

How do positive reviews help SEO?

Here’s some tips on how to do that:

1. Ask colleagues: Your bestie from grad school who can vouch for your skills as a therapist is great way to start. Simply grab the link to share a review and send a nicely worded email to them.
   
   
2. Don’t do it all at once: Send 1-5 emails per month. Google likes to see these reviews are coming month-by-month.
   
   
3. Respond to Reviews: Engage with clients by responding to their reviews, whether positive or negative. This shows you value their feedback and are committed to improvement.
   

I cannot recommend asking clients directly for reviews as that’s a violation of HIPPA. It’s also against Google’s guidelines to ask friends for reviews if they’ve never done business with you. This is the best way to get reviews that I’ve seen for psychotherapists.

Getting The Most Common Citations

SEO Impact: 9/10

Reason: Citations help establish your practice as a legit local business. 

What is a Citation?

Real quick, a citation is your business information listed on another directory (think Yelp, Yellow Pages, Therapy Den). These directories linking to yours include name, address, phone number (NAP) and help boost your local SEO.

Here’s some tips on how to get citations properly:

4. Download Our List: We have a spreadsheet of the most common citations, including therapy-specific citations. You should get ALL of them. To create them, simply sign up for the directory using your email and enter in your business information.
   
   
5. Ensure NAP Consistency: Although Google has recently said this doesn’t matter as much, its still important. Make sure your name, address, phone number are precisely the same across all directories you submit to.
   
   
6. Do Competitor Analysis: After getting all the major ones, you should see what ones your competitors have that you don’t. Getting these will help bridge the gap between you and the #1 spot on Google.
   
   

We use a tool called Bright Local that helps us do this but it is more expensive than getting citations manually. Their level of support and ability to track competitor citations is the best in the industry however.

Creating Location Pages

SEO Impact: 9/10

Reason: Location pages are low-competition and help you rank better in nearby cities

What is a location page in SEO?

A location page is simply a page that includes your key service in a specific location. These can include cities and neighborhoods.

Here’s some tips to create a location pages properly:

1. Download Our List: We have a spreadsheet of the most common citations, including therapy-specific citations. You should get ALL of them. To create them, simply sign up for the directory using your email and enter in your business information.
   
   
2. Ensure NAP Consistency: Although Google has recently said this doesn’t matter as much, it’s still important. Make sure your name, address, phone number are precisely the same across all directories you submit to.
   
   
3. Do Competitor Analysis: After getting all the major ones, you should see what ones your competitors have that you don’t. Getting these will help bridge the gap between you and the #1 spot on Google.

Common SEO Mistakes to Avoid

When it comes to optimizing your website, it’s easy to make some common mistakes that can hurt your visibility.

Neglecting keyword research, overlooking technical SEO, and ignoring local SEO can all keep potential clients from finding you.

Let’s explore these pitfalls so you can avoid them and improve your online presence.

Using Neglecting Keyword Research and Relevance

Google Analytics and Search Console

Ignoring keyword research and relevance is a common pitfall for therapists trying to enhance their online presence. Without understanding which keywords potential clients are searching for, you’re likely missing out on valuable traffic.

Using tools like Google Analytics and Search Console can help you identify and track relevant keywords that improve your ranking on Google.

Here are four key steps to avoid neglecting keyword research:

Identify Your Keywords: Start with brainstorming terms that are relevant to your practice and specialties. Use tools like Google Keyword Planner for insights.

Analyze Competitors: Look at what keywords other therapists in your area are using. This can provide ideas for your own strategy.

Monitor Performance: Use Google Analytics to track which keywords are driving traffic to your site. Adjust your content based on what’s working.

Optimize Content: Ensure that your website copy, blog posts, and service pages naturally incorporate your chosen keywords, improving relevance and ranking.

Overlooking Technical SEO Factors

Neglecting keyword research can lead you to overlook another vital aspect of your website’s performance: technical search engine optimization factors. These elements are essential for ensuring your site loads quickly, is easy to navigate, and provides a great user experience. If you’re not paying attention to things like site speed, mobile-friendliness, and secure connections, you’re missing out on opportunities to rank higher on Google.

One common mistake is neglecting internal linking. This not only helps Google understand your site’s structure but also keeps visitors engaged longer. When you link to relevant pages within your site, you create a more cohesive experience that encourages users to explore more content.

You should also regularly update your website to address any technical issues. Outdated plugins or broken links can frustrate visitors and lead to higher bounce rates.

Ask yourself questions like, “Is my site loading quickly?” and “Are there any errors that need fixing?” By prioritizing these technical SEO factors, you’ll set a solid foundation for your website, allowing your keyword strategy to shine even more.

Don’t let technical oversights hold you back from achieving your SEO goals!

Ignoring Local SEO and Google My Business

Local SEO is a game-changer for therapists looking to attract clients in their area. If you ignore local SEO and Google My Business, you’re missing out on potential clients who are searching for your services right in your neighborhood.

Here are four key reasons why you shouldn’t overlook them:

1. Increased Visibility: Local SEO helps improve your ranking in local search results, making it easier for potential clients to find you.
   
   
2. Google My Business: Setting up and optimizing your Google My Business profile is crucial. It allows you to showcase your practice, share essential information, and engage with clients through reviews.
   
   
3. Targeted Traffic: By focusing on local SEO, you attract an audience more likely to convert into clients, as they’re searching for therapists nearby.
   
   
4. Competitive Advantage: Many therapists neglect local SEO. By prioritizing it, you can stand out from the competition and strengthen your online presence.
   

Make Search Engine Optimization Work for Your Practice

So now you know all the best SEO for therapists strategies to rank your private practice! You also know common mistakes I see private practice owners making all the time – and more importantly – how to avoid those pitfalls. 

SEO is fortunately one of the easiest marketing levers to outsource. If you’re looking for expertise to help lift a burden off your shoulder – consider Private Practice SEO for your marketing needs. 

To get started, simply book a time on our calendar. We will help you understand why your website isn’t ranking as well as you’d like and what we can do to help.

Frequently Asked Questions

How Long Does It Take to See SEO Results?

Seeing SEO results typically takes three to six months. However, this timeline can vary based on factors like competition, your website’s current status, and the strategies you implement. Patience and consistent effort are key.

Can I Do SEO Myself or Hire an Expert?

You can definitely do search engine optimization yourself if you’re willing to learn and put in the effort. However, hiring an expert can save you time and provide specialized knowledge that might accelerate your results significantly.

What Are the Costs Associated With SEO Services?

The costs of SEO services vary widely based on your needs. You might pay anywhere from a few hundred to several thousand dollars monthly. It’s essential to assess your goals and budget before deciding.

How Often Should I Update My Website’s Content?

You should update your website’s content regularly, ideally every few months. Fresh content keeps your audience engaged, improves user experience, and signals to search engines that your site is active and relevant.

Is SEO a One-Time Effort or Ongoing?

SEO for therapists isn’t a one-time effort; it’s an ongoing process. You’ll need to consistently update your content, monitor performance, and adapt strategies to stay relevant and competitive in search engine rankings. Keep engaging!

Zack

Hi, I’m Zack, SEO consultant and owner of Private Practice SEO. I’m on a mission to help practice owners launch and scale their practice with everything I’ve learned the past 6 years in the fast-evolving world of online marketing.