SEO In The Age of AI: What Therapists Need to Know
Have you seen the new AI / SEO ads? I’ve seen a few lately. Different versions of:
“Get your therapy site indexed in ChatGPT!”
“Guaranteed AI search visibility!”
And you might be wondering, Should I be doing something about this? Am I already behind? Two things:
A lot if not most of these ads are a bunch of 💩
Before you lay down your credit card, let’s take a moment to understand what’s truly happening with AI and SEO - and what’s just noise.
What’s Real, and What’s Hype
Can you “submit” your site to ChatGPT?
No, you can’t. ChatGPT doesn’t index websites like Google does. Instead, it’s trained on a vast amount of data from the internet, but this training happens periodically, not in real-time. Here’s how OpenAI explains it:
“ChatGPT is designed to understand and respond to user questions and instructions by learning patterns from large amounts of information, including text, images, audio, and video.”
So, those services claiming they can get your site into ChatGPT’s responses? They’re often just rebranding traditional SEO practices with AI buzzwords.
TL;DR: If your SEO is solid, you’re already doing the work.
What’s Changing and How to Stay Grounded
Google’s AI Overviews Are Growing
Google’s AI Overviews - those AI-generated summaries at the top of some search results - are now appearing in about 13% of searches, up from 6.49% in January. This means that when someone searches for something like “How do I know if I have anxiety?”, they might see a summary answer before any website links.
“Google’s AI Overviews now appear in over 13% of all searches - and that number continues to climb.”
The Good News
Most sites featured in these AI Overviews also rank in the top 10 traditional search results. So, if your content is helpful, relevant, and well-structured, you’re still in the running for AI placement.
For Therapists, This Means:
1. Answer Real Questions
AI systems favor content that addresses specific user queries. Instead of generic pages like “Depression Counseling”, consider creating content that answers questions such as:
“How do I know if I’m just sad or actually depressed?”
“Does therapy really help with anxiety?”
“What should I expect in my first session?”
2. Show Your Credibility
Backlinks still matter. Being listed on reputable directories, getting mentioned by respected organizations, and sharing thoughtful, useful content all contribute to your site’s authority.
“Some factors that influence the perfect click are search intent, content quality, user satisfaction, and brand credibility.”
3. Optimize Your Existing Content
You don’t need a tech degree. Structure your posts with clear headings, answer questions early on, and make your content easy to skim. This aligns with what AI-generated results favor.
A Reality Check About ChatGPT Search
There is a newer version of ChatGPT that pulls live information from Bing. If your site isn’t indexed by Bing, it won’t appear there either. But again, that’s not a new rule - it’s just Bing focused SEO, which follows the same fundamentals.
“ChatGPT Search is a helpful tool that makes it easier to find information with a little help from AI. It is connected to the web in real time and uses Bing’s index and other sources to show up-to-date results with source links.”
- Yoast
So, what does this mean for you?
I understand that all this change can feel overwhelming. But here’s the truth:
You don’t need to chase every new trend or hire someone charging exorbitant fees to “AI-optimize” your website.
Here’s what may sound like bad news at first:
You have to create content
You just have to do it. Search engines and AI direct searchers to valuable content. If your website doesn’t have valuable content, there’s no reason to send anyone there. From the search engine or AI vantage point, a vanilla website that just says you’re a therapist doesn’t help someone looking for answers.
But here’s the good news: You don’t have to become an influencer. You don’t have to become a content machine. You don’t have to go viral.
You just need some valuable content that reflects your expertise, answers real questions that people are searching online, and is accessible to those seeking help. That’s it. And you can create a valuable piece of content that answers a potential client’s questions in about 30-45 minutes.
If you’ve already started doing that, you’re ahead of the curve.
And if you want some helpful guidance, my SEO Bootcamp for Therapists is launching later this month. It’s designed to clear up what SEO is all about, walk you through the process step by step without the jargon or gimmicks, and help you to feel empowered to take this on. I promise you, you already know more than you realize.
