The Therapist’s SEO Checklist: 10 Steps to Get Found Online (and 1 bonus)
SEO can feel like a tangled web of jargon, tools, and conflicting advice. But when you strip it down to what actually works for therapists, it comes down to a few essential habits - grounded in clarity, structure, and connection.
Here’s your step-by-step SEO checklist for private practice, written in therapist-friendly language.
1. Understand Search Intent Start with empathy. What is your ideal client really searching for? What’s behind the words they’re typing into Google? Structure your content to answer the actual question behind the search - clearly and compassionately.
2. Use Client-Centered Keywords Use the language your clients would actually type. Think: “Why do I feel so disconnected?” or “How does EMDR help with trauma?” These are long-tail phrases that connect directly to the human experience.
3. Write for Humans, Not Just Algorithms Forget the myth that longer is better. If you can answer a question clearly in 50 words, that’s great (Google literally says this). Write like you talk. Stay grounded, warm, and focused on care.
4. Optimize Page Titles and Meta Descriptions These are what show up in search results. Your title should be clear and keyword-relevant. Your meta description? It’s a mini-invitation. Think of it like a welcome sign, not a sales pitch.
5. Structure Your Pages for Scan-ability Use headers (H1, H2, H3) to break up content. Keep paragraphs short. Use bullet points. This makes your pages easier to read - for both humans and search engines.
6. Build Internal Links Link between your own blog posts, service pages, and FAQs. Use anchor text that actually says something (like “learn how therapy can help with burnout”), not just “click here.”
7. Strengthen Your Local SEO Mention your city or region in service descriptions, titles, and tags. Update your Google Business Profile and include who you serve and where you’re licensed. Local SEO still matters - even for telehealth.
8. Review Your NAP Across Directories NAP = Name, Address, Phone number. Make sure it’s consistent everywhere - your website, Psychology Today, TherapyDen, Yelp. Inconsistent info confuses Google (and potential clients).
9. Keep Site Performance in Check Make sure your site loads quickly and looks good on mobile. Tools like Google PageSpeed Insights or ShortPixel can help. If your site’s slow or clunky, people won’t stick around.
10. Review What’s Working (and Keep Going) Use Google Search Console to see what keywords are bringing people to your site. Use GA4 to track which pages are most visited. Notice what resonates, and build from there.
11. You Have to Write Content This is the most important step. If you don’t have content, search engines and AI tools have no reason to send traffic your way. But this doesn’t have to be a second job. Once you get a workflow going, you can write valuable, SEO-optimized content in your voice in 30-60 minutes - content that answers the real questions people are asking online.
The good news? You don’t have to do it all at once. Small, consistent steps add up. And if some of these things are new to you or you just want more support in building your SEO skills the therapist-friendly way, the SEO Foundations for Therapists Bootcamp goes live June 23rd.
We’ll walk through each of these steps with clarity, examples, and a plan that fits your practice. I hope to see you there!
