Have you ever started googling something, like a restaurant or nail salon, and without even finishing your sentence, Google suggests the phrase “near me”? That’s because when people are searching for a physical location, they are typically looking for a local option. And the businesses that get shown in the results of those “near me” searches have mastered one thing: local SEO!
As a therapist serving clients in your local area, meaning you do in-person sessions, you also have the opportunity to lean into this unique way of marketing. Local SEO for therapists is something that’s incredibly important if you want the chance to be shown when potential clients in your area search things like “therapist near me” or “counseling in [city name].”
By focusing on strategies that improve your ranking in local search results, you can make it easier for nearby clients to find and connect with you, but this won’t just happen by chance.
You have to do a few things on purpose in order to help your therapy practice rank higher in local searches and in this blog post we’re covering just that!
What is Local SEO?
Before we get into the specific strategies of local SEO for therapists, let’s first get on the same page of what local SEO even is! To really understand it though, you first need to have an understanding of what SEO is in general.
SEO stands for “search engine optimization” and in simple terms, it’s the process of helping your website show up when people search for certain things on Google and other search engines. It’s the art of using specific keywords in your website content to help you populate in certain search results.
So, what’s the difference between traditional SEO and local SEO?
Local SEO is the process of improving your online visibility so that people in your area can find your services more easily. Unlike general SEO, which focuses on reaching anyone searching for a topic or service, local SEO zeroes in on the clients who are physically near you.
As mentioned earlier, local SEO for therapists means showing up in Google searches when someone types in phrases like “therapist near me” or “counseling in [city name].”
Local SEO uses strategies such as adding location-specific keywords to your website, optimizing your Google Business Profile, and joining directories to make sure your practice is front and center when potential clients are actively searching for support – all of which we’re going to dive deeper into in just a moment!
Why Does Local SEO for Therapists Matter?
Now that you know the difference between general SEO practices and local SEO, it’s important to understand why local SEO for therapists even matters in the first place.
Why do you need to target your local area instead of just targeting general keywords that people are searching for?
Our answer: you can (and should) actually do both!
If you offer education, resources, and support for anyone, not just those in your local area, then it makes total sense for you to use general SEO practices in order to help your therapy office show up in search results.
For example, maybe you post value-driven blog posts that offer mental health tips that anyone could benefit from. Or maybe you host virtual workshops focused on specific topics that anyone can attend.
Both of those are examples of how general SEO practices can support your therapy office!
But what about the potential clients that live in your area who are seeking in-person therapy sessions? THAT is where local SEO comes into play. Even if you offer virtual therapy, most people still search for professionals in their state or city first, which is why local SEO is so important for marketing purposes.
In addition to helping you find more local clients, however, local SEO for therapists also:
✔️ builds trust and credibility by making your practice easier to find across multiple online platforms.
✔️ helps you compete with larger practices or directories that might otherwise dominate the search results.
✔️ can increase inquiries and bookings by making it simple for potential clients to learn about you and take the next step.
Overall, without local SEO, you risk being invisible to the very people who need your services most. By prioritizing it, you’re essentially putting your practice on the digital map and ensuring you don’t miss out on new clients in your area!
5 Tips To Improve Local SEO For Therapists
Now that you’re clear on what local SEO is and why it matters, let’s dig into 5 tips to help your therapy practice rank higher in local searches!
Include Local Keywords in Your Website and Social Content
Local SEO for therapists starts with understanding how your ideal clients are searching online, meaning what are they actually searching for when looking for services like yours?
For example, they might use phrasing like: “therapist in Boston for anxiety” or “anxiety therapist in Massachusetts.”
This is where conducting proper keyword research comes into play so that you can use their words throughout your website. Because it’s important to remember that the way you describe what you do might be different from how someone is actually searching it.
Even though the two phrases above mean the same thing, the way they’re worded are different and can make a real impact in the way your practice appears in search results!
Once you know the keywords that you should be using for your website, it’s important to strategically place them throughout, including on your homepage, service descriptions, blog posts, and even image alt text.
Additionally, it’s important that you weave local keywords into your social media profile description and captions to create consistency across your online presence and help search engines understand exactly where you’re located and what services you offer!
Utilize Google Business
Next to including local keywords in your content, utilizing Google Business is one of the MOST important ways to optimize your local SEO as a therapist.
If you’re unfamiliar, Google Business is a free tool that anyone can use and if you have any type of physical storefront or office, it’s highly recommended to have your profile setup!
Your Google Business listing is often the first thing people see when they search for therapy services in their area. Without having this in place, you risk not populating at all, thus missing out on local clients in your area.
To maximize the impact of your Google Business Profile, make sure it includes:
- Accurate business name, address, and phone number (consistent with your website)
- Business hours and service details
- A link to your website and booking page
- High-quality images of you, your team, and your office (if applicable)
- Regular updates, posts, and responses to reviews
To really increase the impact of your Google Business Profile, encourage satisfied clients to leave reviews (without violating any ethical or HIPAA guidelines) as this can boost your credibility and ranking in local searches.
Join Local Business Directories
In addition to making sure your website content is optimized with local keywords and utilizing Google Business, your practice can gain visibility through local business directories and professional listings.
These often carry strong domain authority, which means they show up high in search results, as well as give you the opportunity to obtain backlinks, which are inbound links from other websites to your own. Backlinks serve as a key ranking factor for SEO that signals credibility, authority, and relevance to search engines.
When considering which business directories to join, start with searching for industry-specific directories like Psychology Today, TherapyDen, or GoodTherapy so that you can be included among other potential competitors in your area.
Then, to make it more local, look into various community-focused options, such as your chamber of commerce or local professional directions where your practice is listed alongside other providers like dietitians, doctors, or wellness professionals.
These options not only boost your local SEO but also open doors to referral opportunities from colleagues who may want to recommend your services to their clients!
Being listed in multiple directories signals to search engines that your business is legitimate, well-established, and active in the local community, all of which help improve your local SEO rankings.
Optimize Your Site for Mobile Search
Most people searching for therapy services are doing so on their phones, which is why optimizing your site for mobile search is so necessary! If your website isn’t mobile-friendly, you risk losing potential clients before they ever learn more about you.
In practice, mobile website optimization looks like:
- A responsive website design that adjusts smoothly to different screen sizes
- Quick loading times (aim for under 3 seconds)
- Easy-to-read fonts and clear navigation menus
- Clickable buttons for calling, emailing, or booking an appointment.
Google prioritizes mobile-friendly sites in search rankings, which means optimizing for mobile not only improves user experience but also strengthens your local SEO for therapists overall!
Work with an SEO Professional that Specializes in Private Practice
Lastly, while there’s plenty you can do on your own to boost your local SEO as a therapist, working with an SEO professional that specializes in private practice can make all the difference.
Someone who specializes in private practice marketing understands the unique challenges therapists face, from ethical considerations to industry-specific search behaviors, which means they can help you implement strategies that are specific to you and that will deliver the best outcome!
Luckily for you, that’s exactly what we do here at Studio Adagio. Our SEO services are designed for every stage of growth – whether you simply want the roadmap or would rather someone drive the whole process for you.
Overall, we can help you:
- Perform a local SEO audit to uncover gaps in your current strategy
- Recommend the best local keywords based on your services and city
- Ensure your website is optimized for both user experience and search engine performance
- Help you create an ongoing SEO content strategy that supports long-term visibility
Because at the end of the day, SEO isn’t just about ranking higher – it’s about connecting with the right people at the right time. With professional support, you can build a strong online presence without feeling overwhelmed by the technical details!
If that’s what you’re looking for, you can CLICK HERE to learn more about our SEO services for private practices.
Additional SEO Resources for Therapists
If you’re not quite ready to outsource your SEO, but instead are in search of additional resources to help you improve your therapy practice SEO, we’ve got you covered there too: