"Wait, What’s SEO?" A Beginner’s Guide to Marketing Yourself as a Therapist Online

So, you’ve started your private practice—or maybe you’re thinking about it. You’ve got the credentials, a beautiful website, and a passion for helping people. But now you’re wondering… why isn’t anyone finding me online?

Welcome to the magical (and slightly confusing) world of SEO, also known as Search Engine Optimization. If that sounds like a mouthful of tech jargon, don’t worry—I’ve got you. Think of SEO as the behind-the-scenes wizardry that helps Google connect potential clients to your practice when they type things like “anxiety therapist near me” or “online therapist who gets it.”

Let’s break it down and talk about how you can use SEO to grow your therapy practice—without needing to become a tech guru.

What Is SEO, Really?

In the simplest terms, SEO is how you help search engines (like Google) understand what your website is about and decide whether to show it to someone who’s searching for therapy services.

Still confused? Let’s use a metaphor: Imagine Google is a really fast librarian. When someone walks in and says, “I need help with anxiety,” Google the librarian runs to the shelves and tries to find the most relevant, trustworthy books (aka websites). SEO is how you make sure your “book” is on the right shelf, has a clear title, and includes the kind of content that shows you’re a great fit for the person searching.

5 Easy SEO Tips for Therapists

You don’t need to do everything all at once, but these beginner-friendly tips can make a big difference:

1. Use Keywords (But Not Like a Robot)
Keywords are the phrases people type into search engines—like “trauma therapist in Austin” or “online EMDR therapy.” Use these naturally on your website: in your homepage text, your About page, and especially in your specialties or service descriptions.

Pro Tip: Try using phrases your clients would use—not clinical jargon. “Help with panic attacks” will get more traffic than “cognitive restructuring for acute anxiety.”

2. Get Specific About Location
If you offer in-person sessions, make sure your city and state are listed clearly on your website. Even if you’re fully remote, including your licensed state(s) helps people find you.

3. Start a Blog (Yes, Really!)
Blog posts give you more opportunities to show up in search results. Write about common questions or concerns your ideal clients have. Think “What to Expect from Therapy,” “How to Cope with Burnout,” or “What is EMDR?”

Plus, blog posts build trust with potential clients—and yes, Google loves that too. (After all, how did you come across this blog post?)

4. Add Metadata (AKA the Boring Stuff That Works)
Your website should have meta titles and meta descriptions. These are short snippets that show up in search results. It’s like your website’s Tinder bio: make it short, relevant, and inviting.

Example:
Title: “Anxiety Therapist in Atlanta – Virtual & In-Person Counseling”
Description: “Licensed therapist helping adults overcome anxiety, stress, and burnout. Online therapy available throughout Georgia. Schedule a free consultation today.”

5. Be Patient—SEO Takes Time
SEO is more of a slow burn than an overnight success story. But if you keep showing up online, creating helpful content, and updating your site with relevant keywords, Google will start to notice.

Common SEO Myths (Let’s Bust ‘Em)

“I need to pay thousands for SEO to work.”
Nope. You can hire someone (and I can help you figure out if it’s time to do that), but you can also do a lot yourself with the right guidance.

“I should use every keyword I can think of.”
Please don’t. Keyword stuffing makes your site sound like a robot wrote it. Keep it conversational, like you’re talking to a real person. Because you are.

“Blogging is dead.”
False. Blogging is very much alive, especially when it's written with empathy and clarity—just like the way you talk with clients.

You Don’t Have to DIY Alone

If your eyes are glazing over or you’re thinking, “This sounds great, but I just want someone to tell me what to do,” — good news. That’s exactly what I help with.

Whether you’re building your private practice from the ground up or trying to grow your client base with better online visibility, I offer one-on-one consultations to help you make sense of the marketing stuff—without losing your mind (or your therapist soul).

Want to attract more clients with less stress? Click here to schedule a consultation with me. Let’s make your online presence work for you, so you can focus on what you do best: helping people heal.

Related Article: Best Free (and Low-Cost) Marketing Strategies for Private Practice