5 Local SEO Tips for Therapists Who Want to Be Found
If you’ve ever wondered how to show up in searches like “therapist near me,” this one’s for you.
Local SEO can feel like a confusing mix of tech jargon and marketing speak. But it doesn’t have to be. At its core, local SEO is simply about helping Google understand where you work and who you help - so it can connect you with the people already looking for someone like you.
And the best part? These strategies are fully aligned with how we already work as therapists. No gimmicks. No salesy tactics. Just clear, intentional visibility.
Here are 5 things every therapist can do to improve local SEO:
1. Claim and Optimize Your Google Business Profile
Your Google Business Profile (formerly Google My Business) is one of the most important tools in local SEO. It’s often the first thing people see when they search for services in their area.
If you haven’t claimed your listing, start there. If you have, take a few minutes to review and update it:
Make sure your name, hours, and phone number are accurate.
Use a professional, client-facing description that reflects who you help and how.
Make sure your NAP matches other directories (see #2 below)
Upload a few meaningful images - even if you’re virtual, consider something symbolic or representative of the work you do.
Whether you work in-person or exclusively online, this profile gives Google key data about your business - and gives potential clients a sense of who you are.
2. Get Consistent With Your NAP
NAP stands for Name, Address, and Phone number - and consistency here matters.
Google compares the information on your website to what it finds across the web: directories, therapist listings, social profiles, and more. If your name, location, or phone number is different in each place, it can affect your credibility.
Make sure every directory listing (Psychology Today, TherapyDen, Google, etc.) uses the same format for your name and contact info. Even small differences - like using a middle initial in one place but not another - can cause confusion.
Consistency = trust, for both search engines and potential clients.
3. Use Location Keywords-Naturally
You don’t need to cram city names into every sentence - but it is important to help Google understand where you work.
A few ideas:
Use phrases like “anxiety therapy in Seattle” or “couples counseling in Michigan” in your page titles, headers, and service descriptions.
If you work across state lines, consider having dedicated pages for each location or license.
Think about how your clients search. Use phrases they would actually type into Google.
Keywords aren’t just for SEO experts - they’re a reflection of how your future clients are looking for you.
4. Build Local Credibility Through Reviews and Backlinks
Reviews matter-not just for social proof, but as a ranking signal.
Google sees reviews as a sign that your business is real, active, and valued by others. It can feel like a questionable practice to ask clients for reviews, but you can do what Ahrefs has called “passive local SEO”. Leave cards in your office with a QR code linking to your Google Business Profile, or add a link in your email footer. Just make the option available.
You can also build local authority through backlinks - links from other websites that point to yours. A few therapist-friendly ideas:
Get listed on local directories, alumni networks, or professional association pages.
Collaborate with local wellness providers on content or resource guides.
Don’t forget to link between your own service pages and blog posts to build internal structure.
These signals help Google understand that you’re a trusted, active part of your professional community.
5. Create Content with a Local Lens
Even if you’re fully online, you still serve specific communities-and your content can reflect that.
Consider writing about topics that show up in your region. Examples:
Wildfire anxiety (West Coast)
Seasonal depression (Northern states)
Tech industry burnout (large cities)
You can also include local resources on your site - like crisis lines, support groups, or FAQs about issues relevant to your state. These small touches help both search engines and potential clients recognize your work as relevant to them.
Local SEO Doesn’t Have to Be Overwhelming
These are the kinds of small steps that build trust and visibility over time. And if local SEO has felt like a black box, you're not alone - this is one of the most asked - about topics that I come across.
We go deeper into every one of these practices in the SEO Foundations for Therapists Bootcamp, launching June 23. If you’re ready to get clear, confident, and found online (without needing to be a tech expert), this was built for you.
A special launch-week offer will be announced next Sunday, as a thank you to the first group to take the course - your feedback helps me to continue to improve the content in the course. Stay tuned - and if your summer caseload is slowing down, this is a great time to lay the groundwork for long - term visibility.
And starting Monday, August 4th, I will be building Module 6 with you. In Module 6 I will go through every task in the 90 day SEO plan so you can see how I do it on my own private practice website. I will also be responding to questions in the community page for the course to help you along the way as well - can’t wait to see you there!
