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A Quick Guide to Search Engine Optimisation (SEO) for Your Therapy Website
- Laura Spreitzer
- Oct 29, 2025
- 4 min read
"How can I get my therapy website to be on top of Google?"
In over three years of designing websites for counsellors and therapists, this question has come up in almost every conversation with practitioners seeking either a brand-new website or a redesign of their current one.
And it’s easy to see why! Ranking at the top of Google’s search results means more visibility, more clicks, and ultimately, more clients. After all, few people scroll past the first page when searching for a service.
However, it’s important to understand that SEO (Search Engine Optimisation) is not a one-time fix or magic bullet. There isn’t a single task to “do SEO for a therapy website” that guarantees your website will soar to the top of Google’s results. Instead, your site’s ranking depends on many factors working together.
In this article, I’ll break down some of the most important elements to help you optimise your therapy website and improve its chances of ranking higher on Google.
If you already have a good grasp of what SEO is, feel free to skip this next part and jump right to SEO Tips: how to optimise your website for Google!
What Is SEO and Why Does It Matter?
In short: SEO is the process of optimising your website to rank higher in search engine results. When someone searches for a "therapist near me" or "counsellor specialising in anxiety," SEO determines whether your website appears in their search results.
Understanding SEO: Imagine Your Website as a Shop on the High Street
Imagine your website as a physical shop on your local high street. You’ve just opened your doors and want people to discover what you offer, step inside, and ideally come back again.
SEO (Search Engine Optimisation) is like the art of getting people to notice, talk about, and visit your shop - without paying for adverts in the local paper, on the radio, or on social media. It’s about helping people find you naturally because your shop (website) is so well presented and easy to reach.
To do that, your website - just like your shop - needs to be:
Easy to find: Clear signage, simple directions, and a name people can remember. Online, this means using the right keywords, meta descriptions, and page titles so search engines and people alike know where to find you.
Easy to navigate: When visitors step inside, they should find what they’re looking for without confusion. Online, this means a clean layout, logical menus, and well-structured content.
Engaging and inviting: A good shop updates its displays, keeps things fresh, and makes visitors feel welcome. Your website works the same way - regular updates, new blog posts, and relevant information show that your practice is active and trustworthy.
Safe and well-built: No one wants to walk into a shop with loose floorboards or flickering lights. Likewise, your website should load quickly, work well on mobiles, and be secure (with an SSL certificate).
SEO Tips: how to optimise your website for Google
Choose the Right Keywords
Think about the words and phrases potential clients might type into a search engine. These could include:
"Therapist in [Your City]"
"Counselling for anxiety"
"Online therapy services"
Use tools like Google’s Keyword Planner to find keywords with good search volume and low competition. Incorporate these keywords naturally into your website’s headings and content.
Optimise Your Website Content
Create clear and engaging content that speaks to your ideal client. Every page on your website should serve a purpose:
Homepage: Introduce yourself and your services.
About Page: Share your qualifications, experience, and therapeutic approach.
Services Page: Detail the types of therapy you offer.
Contact Page: Make it easy for potential clients to reach you.
Include keywords in your content but avoid overloading it- focus on readability and authenticity.
Claim Your Google Business Profile
For local therapists, a Google Business Profile is essential. It helps your practice show up in local searches and Google Maps. Ensure your profile is complete with:
Accurate contact information
A professional description
Photos of your office (if applicable)
Client reviews (if permitted within ethical guidelines)
Ensure Your Website Is Mobile-Friendly
Many clients search for therapists on their smartphones. A mobile-friendly website ensures a positive user experience and boosts your SEO rankings. Use tools like Google’s Mobile-Friendly Test to check your site.
Leverage Blog Content
Blogging is a powerful way to improve SEO while establishing yourself as an authority in your field. Write about topics that resonate with your audience and you "ideal client", for example:
Tips for managing anxiety
How to find the right therapist
The benefits of couples therapy
Share your blog posts on social media to drive traffic back to your website.
Build Backlinks
Backlinks are links from other websites to yours, and they signal to search engines that your site is trustworthy. Build backlinks by:
Listing your practice on therapy and local business directories
Collaborating with other professionals
Writing guest posts for relevant blogs
Keep Going!
Finally, it's crucial to keep in mind that SEO is a continuous task and no quick fix, and it can take between 3-6 months for your SEO work to really show an impact. While optimising your website is beneficial, consistent involvement is essential. Regularly refine your content and produce engaging content consistently! And last but not least, be aware of scammers who claim to get your website at the top of Google's search results immediately. If it's too good to be true, it probably is!
