When it comes to getting your therapy practice in front of more of the right people, a beautiful website alone isn’t enough. Even a well-written service page may not perform well if Google can’t easily understand what your page is about. That’s where in-depth on-page SEO comes in. It helps Google (and potential clients) better understand your content, so they’re more likely to find you when they’re searching for help.

Let’s explore how on-page SEO works and why going beyond the basics can make a real difference in attracting more of your ideal clients.

What Is On-Page SEO?

On-page SEO refers to the process of optimizing individual pages on your website, such as your homepage, service pages, blog posts, and contact page, so that they rank higher in search results. Think of it as helping Google get a clear picture of what each page is about, so it can match your content with the right search queries.

Unlike off-page SEO (like backlinks or Google Business Profile optimization), on-page SEO happens directly on your website. It includes things like keywords, formatting, internal links, headers, image optimization, and overall content quality.

Why It Matters for Therapists and Private Practice Owners

Many therapists want to attract clients who are a good fit, whether that means clients looking for trauma-informed care, couples therapy, anxiety treatment, or support during major life transitions. In-depth on-page SEO helps ensure your website communicates this clearly to both Google and your future clients.

By optimizing your site well, you’re more likely to show up in search results when someone types something like “trauma therapist in Portland” or “anxiety therapy for professionals.” Without on-page SEO, Google may miss the connection between your services and those searches.

Happy professional woman sitting at a desk using a laptop. With DIY SEO courses, you can begin to work on your on-page SEO and have your ideal clients find you!

Key Elements of Strong On-Page SEO

Let’s break down the components of in-depth on-page SEO that can make the biggest difference for your therapy website.

1. Clear, High-Quality Content

Start with well-written content that speaks directly to your ideal client. Your content should reflect how you help, who you help, and what your unique approach looks like. Don’t just list your services—talk about how those services help your clients feel better, find clarity, or feel more connected.

It’s also helpful to make your content easy to read. Avoid long paragraphs and clinical jargon. Even if your clients are highly educated, they may not be familiar with therapy-specific language. Write the way you’d explain something to a client during a first session—warm, clear, and grounded.

2. Use of Keywords (Without Overdoing It)

Keywords are the phrases people type into Google when looking for a therapist. Using these words throughout your page helps Google connect your content with those searches.

The key is to use them naturally. For example, if you specialize in therapy for high-functioning anxiety, that phrase might show up in your headings, introduction, and a few more times throughout the page. But your writing should still feel natural and human.

3. Thoughtful Headers (H1, H2, H3)

Your headers help structure your content and help Google understand it too. Every page should have one H1 tag (usually your page title), followed by H2s and H3s to organize sections and sub-sections.

For example, an H2 might say “How Anxiety Affects High Achievers,” and the text underneath would expand on that idea. A related H3 might say “Signs of High-Functioning Anxiety,” which breaks the topic down even further. This hierarchy not only helps with SEO, but it also makes your page easier to skim and digest.

4. Optimized Title Tags and Meta Descriptions

Your title tag and meta description are what show up in Google search results. These pieces of text don’t appear on your webpage itself, but they can greatly influence whether someone clicks through to your site.

Make sure your title tag includes a key phrase and clearly explains what the page is about. Your meta description should invite someone to learn more—think of it as a short preview of what they’ll find if they click.

5. Internal and External Links

Internal links help connect related pages on your website. For example, if you have a blog post about parenting teens, you could link to your family therapy service page. These links help Google understand how your site is structured, and they keep visitors engaged longer.

External links, on the other hand, point to other credible websites. Linking to trusted sources (such as the American Psychological Association, the CDC, or research-based articles) adds credibility and shows Google your site is connected to valuable content elsewhere.

6. Image Optimization

Images make your website more engaging, but they also present an SEO opportunity. Use images that are relevant to your content, and be sure to:

  • Name the image file with keywords (e.g., anxiety therapy in Little Rock, AR | anxiety therapist)
  • Add descriptive alt text
  • Compress image file sizes to avoid slow page loading

These small steps can improve your site’s performance and user experience.

7. Readability and Accessibility

Readability doesn’t mean dumbing things down—it means making your content accessible to a wider audience. Aim for shorter sentences, everyday language, and plenty of white space. Break up large chunks of text with headers, bullet points, and visuals. The easier it is to read your page, the more likely someone is to stay on it—and eventually reach out.

Relaxed professional man sitting at a desk holding a coffee mug while working on a laptop. Discover how on-page SEO can help your ideal clients find your website and start seeing an increase in traffic soon.

On-Page SEO in the Bigger Picture

On-page SEO is just one piece of the puzzle. It works best when paired with other strategies like keyword research, off-page SEO (like backlinks), and local SEO (like your Google Business Profile). But if your on-page SEO is weak, the rest won’t carry as much weight. Google needs clear, optimized content to fully understand and trust your site.

Why On-Page SEO Matters for Therapists

In-depth on-page SEO may feel overwhelming at first, but it’s one of the most powerful tools you have to connect with the right clients. By clearly communicating what you offer—and organizing your website in a way that both humans and search engines can understand—you make it easier for people to find the support they’re looking for.

If you’re serious about growing your practice and want to reach more of your ideal clients, starting with on-page SEO is a smart and sustainable move.

Attract More of Your Ideal Clients with Simplified SEO Consulting

Ready for your website to work for you? At Simplified SEO Consulting, we help therapists, private practice owners, and other helpers optimize their content with proven on-page SEO strategies—so you can show up in search results, build trust, and connect with the clients who need you most. Here’s how to get started:

  1. Schedule a free SEO consultation
  2. Collaborate with an experienced SEO expert
  3. Improve your rankings and reach more of your ideal clients!

Additional SEO Services

At Simplified SEO Consulting, we provide a range of services designed to elevate your online presence and help your website perform at its best. Whether you’re seeking full-service SEO help or prefer a more hands-on learning experience, there’s an option that fits your needs.

Our Done-For-You SEO Services handle everything from targeted keyword research to on-page content optimization—so you can stay focused on supporting your clients while we take care of the behind-the-scenes SEO work. If you’re more of a DIYer, our DIY SEO Online Courses are packed with practical strategies and training to help you confidently manage your own SEO journey. Looking for something uniquely tailored to your goals? Our SEO Strategy Package offers a custom plan built just for you. If you just need expert input here and there, our SEO Consulting Package is perfect for getting personalized advice on specific challenges.

We also offer Technical SEO to improve how your site functions, Local SEO to increase visibility in your geographic area, and Stand-Alone Copywriting for high-quality, keyword-optimized content that engages and converts visitors. Want to learn more about SEO? Our blog is full of helpful insights and tips created specifically for therapists looking to strengthen their digital presence and connect with more of their ideal clients.

Image of SEO Specialist Brianna. Improve your on-page SEO and begin finding your ideal clients with the help of private practice SEO.

About The Author

Brianna is a skilled Mental Health SEO specialist known for her ability to optimize therapist websites and work closely with private practice owners to reach their SEO goals. She’s driven by a passion for simplifying SEO—translating complex strategies into manageable, step-by-step actions that truly move the needle. With strong attention to detail and a client-centered approach, Brianna strives to deliver a smooth, supportive SEO journey that equips practice owners with the knowledge and confidence to grow their online presence.

Ready to boost your visibility? Schedule a consultation with our team and start moving your practice forward today!

You’ve optimized your homepage, fine-tuned your service pages, and maybe even built out a few blogs for good measure. But there’s one page many business owners—and even some SEO professionals—often overlook: the About page.

Illustrated web pages on desktop and laptop screens showing edits and annotations—representing local SEO services, page optimization, and schema markup improvements

Believe it or not, this single page can quietly power up your local visibility, enhance trust with your audience, and improve your overall rankings. If your About page is vague, outdated, or missing entirely, you might be missing out on real SEO potential.

In this post, we’ll explore why your About page matters so much for both local and general SEO, how to optimize it effectively, and the key mistakes to avoid. Let’s dive in.

What Is an About Page (and Why It Matters)

Your About page is more than just a digital business card. It tells the story of who you are, what you do, and why it matters. At a minimum, it should include:

  • A brief company or personal background
  • Your mission, values, and team bios
  • Contact information and physical location
  • Your history or origin story

But from an SEO perspective, it’s also a high-value opportunity to establish brand identity, build trust, and send consistent signals to both users and search engines.

Think of it as your website’s “trust center.”

A Quick Primer on Local SEO

Local SEO is all about helping your business show up in searches like “therapist near me” or “plumber in [Your City].” It prioritizes location-based signals that help search engines understand where you operate and who you serve.

Key local ranking factors include:

Your About page can support all of these factors when it’s built with intention.

How an About Page Supports Local SEO

Reinforces NAP Consistency

Search engines want to see your business information (name, address, phone) consistently presented across your website and directory listings. Adding your full NAP details to your About page—formatted exactly as they appear on your Google Business Profile—strengthens this consistency and builds trust.

Bonus tip: Use schema markup (like “LocalBusiness” JSON-LD) to help Google easily parse that information.

Naturally Targets Local Keywords

By incorporating phrases like “serving the Grand Rapids area since 2012” or “based in Grand Rapids,” you help Google associate your brand with a specific location. These local cues can improve your visibility in geographic searches.

Builds Local Relevance and Authority

Your About page is the perfect place to mention local partnerships, sponsorships, or community involvement. These details not only tell your story—they also earn you “prominence” points in Google’s local algorithm, especially if they lead to local backlinks.

Enhances Local User Engagement

Simple calls-to-action like “Visit our office in downtown Asheville” or “Join our Grand Rapids community newsletter” encourage local visitors to interact more deeply, which can improve engagement metrics.

Supports Local Structured Data

Embedding a map or using LocalBusiness schema helps search engines clearly understand your physical location. This makes it easier to show up in local packs and map results.

How an About Page Supports Overall SEO

Enhances E-E-A-T (Experience, Expertise, Authoritativeness, Trust)

A developer sketches a website wireframe layout, illustrating the planning stage for technical SEO improvements, local SEO services, and structured schema implementation. Google looks for signals that demonstrate you’re a credible, trustworthy expert. Your About page can help by showcasing:

  • Founder or team bios with credentials
  • Awards, certifications, or associations
  • Stories of your business journey or client success

Improves Engagement Metrics

A well-written About page keeps users reading—and when visitors stay longer, it sends positive signals to Google. Add multimedia like team photos, a founder video, or a timeline to make the page even more engaging.

Supports Internal Linking

Use your About page to link to key service pages or blog content. This not only helps users navigate your site but also strengthens internal link equity.

Increases Visibility for Long-Tail & Branded Searches

People often Google things like “[Business Name] about” or “[Business Name] mission.” A well-optimized About page helps you capture those searches—and gives curious users a deeper reason to trust and engage with your brand.

Becomes a Backlink Magnet

Reporters, bloggers, and even potential partners often link to About pages when referencing your company. Make it easy for them by including a press-friendly section with highlights, images, or milestones.

Best Practices for an SEO-Friendly About Page

  • Write for humans first. Keep it warm, clear, and authentic.
  • Use your keywords wisely. Naturally include your business name, industry, and location.
  • Optimize your metadata. Include local terms in your title tag and meta description.
  • Add schema markup. Use “LocalBusiness” JSON-LD to boost structure.
  • Include engaging visuals. Real team photos or a quick intro video go a long way.
  • Make it mobile-friendly. Ensure it loads quickly and displays well on all screen sizes.

Common Pitfalls to Avoid

  • Keyword stuffing. Overloading your page with cities or services feels unnatural and can hurt rankings.
  • Being too generic. “We’re the best in the business” doesn’t cut it. Add real facts, dates, and credentials.
  • Neglecting mobile users. Most local searches happen on phones—optimize for them.
  • Failing to update. If your About page hasn’t changed in five years, it’s time for a refresh.

Measuring the Impact of Your About Page

Keep an eye on:

  • Organic traffic to your About page (via Google Analytics)
  • Branded/local keyword impressions (via Google Search Console)
  • Time on page and bounce rate
  • Click-throughs to conversion pages (like Contact or Services)

Two purple puzzle pieces are about to interlock, visually representing how local SEO services, site schema, and page-level optimization work together to enhance visibility. Bonus tip: Set up GA4 events to track how users interact with your About page, such as clicking your address, phone number, or internal links.

Final Thoughts: Small Page, Big Opportunity

Your About page isn’t just a “nice-to-have.” It’s a powerful piece of your SEO puzzle—especially for local businesses. When optimized thoughtfully, it builds trust, reinforces local signals, and draws both humans and search engines deeper into your site.

If it’s been a while since you revisited your About page (or if you’ve never written one), now’s the time. Start small, keep it authentic, and let it grow with your business.

Start Improving Your Local SEO with Simplified SEO Consulting

At Simplified SEO Consulting, we specialize in helping mental health professionals and small business owners make every page on their site work harder. Reach out to learn how our team of SEO specialists can help you strengthen your SEO from the inside out. Take the first step toward an improved website:

  1. Apply to work with us: Fill out our quick application and tell us about your practice and your website concerns. (No worries if you’re not sure what’s wrong – that’s our job to find out!)
  2. Meet your SEO specialist: We’ll schedule a call to talk one-on-one.
  3. Start improving your website!

Other Services Offered with Simplified SEO Consulting

Simplified SEO knows there are many aspects of SEO that you may need help addressing to improve your private practice website. This is why we offer a variety of SEO services in addition to local SEO and technical SEO services. We also provide support through our Done For You SEO ServicesDIY Online SEO Courses, and Consulting services. We also offer social media management, stand-alone copywriting services, and SEO strategy sessions. Visit our blog to learn more valuable SEO info today!

About the Author

Sterling Humburg-Cage graduated from the University of Missouri with a BA in Psychology in 2020. He has integrated what he learned in school into his work as an SEO Specialist with Simplified SEO Consulting. Sterling prides himself on helping current clients & alumni problem-solve difficult issues.  He’s great at giving clients multiple options about how to approach a situation, finding solutions to some of the more technical aspects of SEO, and responding in a timely manner to client concerns.  Since he started, Sterling has met frequently with our alumni and provided them with extra problem-solving support. He now provides additional support with a variety of local SEO services. He often goes the extra mile to do outside research. By doing so, he ensures private practice owners have everything they need to rank well on search engines long term for the keywords their ideal clients are using!

Search Engine Optimization (SEO) isn’t just a buzzword or a box to check off. It’s a long-term investment in your private practice’s visibility, growth, and long-standing credibility. As a helping professional, you’ve probably already heard that SEO is important. But you might be wondering: Why does it take so long to work? And how do I know if the strategy I’m using today will still work tomorrow? At Simplified SEO Consulting, we specialize in SEO for private practices, focusing on sustainable, ethical strategies that grow with you.

Our approach isn’t static, and that’s a good thing. In this post, we’ll break down why SEO takes time, how the digital landscape keeps shifting, and what we’re doing to keep your practice not just visible, but thriving for the long haul.

Woman enjoying fresh air in a park with arms outstretched, representing the long-term freedom and growth SEO for private practices can create.

SEO Is a Marathon, Not a Sprint

Let’s be honest: private practice SEO is not about quick wins or overnight rankings. It’s a gradual, purposeful climb that gains momentum over time. Like the work you do as a helping professional, it requires consistency, patience, and intention. When done right, the payoff is worth it. A growing online presence that connects you with the people who need your support most.

We’ve revamped our Done for You SEO packages to better reflect the time and energy real SEO success takes. Here’s what that looks like:

6-Month Plan – $1250/month

For practices that want traction quickly and are ready for robust, hands-on support. This plan is ideal if you’ve got a newer site or are launching a new service and need aggressive optimization right away.

9-Month Plan – $1150/month

Perfect for those who want to grow steadily and strategically. This package gives us time to lay a strong foundation and build your site’s authority with smart, incremental changes.

12-Month Plan – $1050/month

Our most cost-effective option for long-term results. If you’re committed to intentional, sustainable SEO progress, this plan provides steady momentum and lasting outcomes.

These timelines aren’t arbitrary. They reflect what we’ve seen work again and again for private practice websites: SEO takes time, but it works, especially when you commit to the process.

Our Holistic Approach to SEO for Private Practices: Going Beyond the Basics

We’ve always championed comprehensive, white-hat SEO tactics that align with Google’s guidelines and prioritize real connection over shortcuts. But in 2025, we’re doubling down with an even more strategic, future-forward approach. Why? Because your competitors are getting savvier, and because AI is changing the way people find information online.

Here’s how we’re evolving our strategy to help you stay ahead of the curve:

In-Depth On-Page Optimization

We meticulously review every page for keyword integration, header structure, internal linking, and readability. But we don’t stop at keywords. We make sure your content resonates with your ideal clients. It’s about being discoverable and relatable.

AI Search Optimization

AI search is here, and it’s changing the game. From Google’s Search Generative Experience (SGE) to ChatGPT’s search plugins, content is increasingly being summarized and recommended by AI. That’s why we now tailor content not only for humans and traditional search engines, but also for AI tools that may cite or paraphrase your website.

Enhanced Sitewide Schema

Schema markup helps Google “understand” your site. We’re implementing structured data on your Home, About, and FAQ pages to improve your visibility in rich search features like FAQs, knowledge panels, and “People also ask” boxes.

About Page Audits

The About page is often one of the most visited parts of a private practice site, but also one of the most under-optimized. We audit and revise it with both SEO and client trust in mind. A great About page builds connection, conveys authority, and supports your broader content strategy.

Why We’re Using a Unified Monthly Topic Strategy

Starting this month, all of our SEO specialists and copywriters are blogging around the same central topic. If you’re one of our content clients, you’ll likely notice your blog titles align with this strategy. But what’s the reason behind it?

It’s all about topical authority.

Two professionals are analyzing data on a tablet and a laptop, emphasizing the evolving strategy and analytics involved in SEO for private practices.

What Is Topical Authority?

Topical authority is how search engines assess your expertise on a specific subject. When you publish multiple pieces of related content and interlink them, you signal to Google: “We know this subject inside and out.” In turn, Google is more likely to rank your content higher.

Our unified monthly themes create natural topic clusters. Whether your site features just one blog per month or several, internal linking between related posts boosts both private practice SEO and user experience. It’s a smarter, more strategic way to grow.

Evolving With Google’s Algorithm—So You Don’t Have To

If you’ve ever felt overwhelmed trying to keep up with SEO best practices, you’re not alone. Google updates its algorithm thousands of times a year. From core updates to AI integration, what worked yesterday might not work tomorrow.

The good news? You don’t have to figure this out alone.

At Simplified SEO Consulting, our team of SEO specialists stay current on every major trend and change. We don’t chase gimmicks or react to every small shift. Instead, we build resilient strategies designed to endure, while remaining flexible enough to adapt when needed.

This agility is reflected in the evolution of our service offerings, too. Whether you want someone to take SEO completely off your plate or you prefer a hands-on learning experience, we offer paths to match your goals and timeline.

Final Thoughts: Sustainable SEO for Private Practices

If SEO for private practices feels overwhelming, we want to remind you: it’s not about doing everything at once. It’s about doing the right things, consistently, over time. Whether you’re starting fresh or looking to grow an established presence, the most important thing is to take action. That might mean publishing your first blog post, revising a few key pages, or simply reviewing your Search Console data.

And remember, you don’t have to do it alone.

At Simplified SEO Consulting, our job is to walk with you, step by step, as your strategy evolves. We’ll celebrate your wins, help you adjust course when needed, and keep our eyes on the long game: helping more of your ideal clients find you online.

Hands typing on a laptop by a window with a cup of coffee, illustrating the everyday work behind building effective SEO for private practices.

Ready to Invest in Long-Term SEO Success?

SEO success takes time, but with the right strategy and support, it becomes one of the most powerful tools for growing your practice online. Whether you’re just getting started or ready to refine your approach, we’re here to help.

At Simplified SEO Consulting, we make it easy to take the next step:

  1. Schedule a free consultation to explore the SEO package that best fits your goals.
  2. Work one-on-one with an SEO specialist to map out a clear, sustainable plan.
  3. Build long-term visibility and attract the clients you’re best equipped to support.

You don’t have to do this alone. Let’s create lasting growth—together.

You Deserve a Strategy That Grows With You

SEO for private practices is not a one-size-fits-all process, and it’s definitely not a one-time project. The best results come from an evolving, collaborative relationship with your website, your goals, and your audience.

We’re proud to offer:

  • Done-For-You SEO Services: Includes everything from keyword research and page optimization to monthly performance reviews and strategy updates, all based on real data from tools like Google Search Console.
  • DIY SEO Courses: Want to take control of your private practice’s SEO but need guidance? Our courses walk you through interpreting data, optimizing content, and building your own sustainable strategy.
  • SEO Strategy Packages: We deliver custom action plans tailored to your unique practice, goals, and timeline.
  • SEO Consulting: For practice owners who want expert support tackling specific challenges or troubleshooting dips in performance.
  • Technical & Local SEO: We fine-tune your site so it’s easier for Google to crawl and index. And for local practitioners, we ensure your practice shows up in map listings and local search results.
  • Stand-Alone SEO Copywriting: Need help getting the right words on the page? We write content that’s both keyword-optimized and human-centered.

About the Author

A mental health SEO specialist at Simplified SEO Consulting smiles while the sun shines behind her.

Alex is an experienced SEO specialist who loves partnering with private practice owners to enhance their online visibility. She’s driven by a desire to help clients not only improve their rankings, but also truly grasp the why behind every SEO strategy. By breaking down complex concepts into clear, manageable steps, Alex makes SEO feel accessible and aligned with each practice’s unique goals. Her focus is on creating steady, long-term growth that continues to deliver results well into the future.

Curious about how SEO for private practices can help you reach more of your ideal clients? Book a free consultation with our team. We’d be honored to support your journey.

When you’re building a private practice, your website plays a big role in helping people find you. You may already know about keywords, internal links, and using alt text on your images. But have you ever thought about how easy your content is to read? That’s where readability comes in. Readability might sound simple, but it can make a big difference in how your website performs in search engines—and how it connects with real people who need your help.

Let’s break it down into what readability is, why it matters for both Google and your users, and how you can improve it on your own site.

Image of a professional woman sitting at a desk working on a laptop. Discover how you can improve your private practice SEO with the help of Simplified SEO Consulting.

What Is Readability?

Readability is all about how easy it is for someone to read and understand your content.

Think of it this way: You might be a great therapist, but if the words on your website feel too complex, confusing, or full of jargon, your ideal client may click away before they even book a call. That’s not what we want!

Good readability means:

  • Short, clear sentences
  • Everyday language (no fancy or technical words)
  • Headings and bullet points to break up text
  • Paragraphs that are easy to scan
  • A natural, conversational tone

Why Readability Helps Your Clients

Let’s say someone lands on your website after Googling “therapist for anxiety near me.” They’re likely already feeling overwhelmed, unsure, or even scared. If your content is full of long, complicated sentences, they may feel even more lost.

Here’s how better readability helps them:

1. Makes Things Easier to Understand

Your potential clients aren’t reading your site like a textbook. They’re often skimming. Simple, well-structured writing helps them quickly find the answers they’re looking for—like what you specialize in, where you’re located, and how to book an appointment.

2. Builds Trust

When your writing is warm and clear, you come across as more approachable and trustworthy. That’s huge in private practice work. Clients want to feel safe and understood—even on your website.

3. Reduces Stress and Overwhelm

Reading shouldn’t feel like hard work. If your content is calm, clear, and easy to take in, it sends the message that you care about making things easier for your clients right from the start.

Image of a professional man using a pen pointing at digital circles with one reading great content. Learn how to build seo for therapists and find your ideal clients with the help of Simplified SEO Consulting.

Why Readability Helps Google

Now let’s talk about the tech side.

Google’s job is to show searchers the best, most helpful pages for whatever they’re looking for. It’s not just about having the right keywords—it’s about creating content that truly helps people.

Here’s why readability plays a role in SEO:

1. Google Cares About “Helpful Content”

Google has made it clear: they want content written for people, not just for search engines. If your site is easy to read, Google sees that as a win.

2. Improves Key User Signals

Google notices how users behave on your site. If someone clicks your page and stays awhile (because it’s easy to read and understand), that’s a good sign. If they leave right away because the content is too hard to follow, that’s not so great. These actions—called user signals—can affect your rankings.

3. Easier for Search Engines to Understand

Clear writing with good structure (like using headers correctly) also helps Google’s bots scan and understand your content. That means your pages are more likely to show up in the right searches.

How to Make Your Content More Readable

You don’t need fancy tools or a writing degree. With a few simple changes, your content can be more inviting for your readers and more optimized for SEO.

  • Use Short Sentences and Paragraphs

Try to keep sentences to one idea each. Paragraphs should be just 2–4 sentences. Big blocks of text can feel overwhelming.

  • Write Like You Talk

Use a warm, conversational tone—just like you would in session. Imagine you’re talking directly to someone sitting across from you.

  • Avoid Jargon

Words like “CBT” or “somatic” might be important in your work, but be sure to explain them in plain English if you use them.

  • Break Up the Page

Use headings (like the ones in this post!), bullet points, and bolded text to make scanning easier.

  • Use Tools to Check Readability

Free tools like Hemingway Editor or Grammarly can give you a “readability score” and show where your writing can be clearer.

Image of a therapist working on SEO for mental health. This image represents how private practice SEO can help attract potential clients and boost your rankings.

A Clear Message Goes a Long Way With Readability

When someone finds your website, you only have a few seconds to connect with them. Readability is what helps that connection happen.

It shows your clients that you understand them, care about their experience, and want to make their journey easier, even before they walk through your door.

At the same time, Google appreciates clear and helpful content. So when you focus on readability, you’re not just improving your writing—you’re giving your practice a better chance to be seen by the people who need you most.

Need help making your content more readable and SEO-friendly? That’s what Simplified SEO Consulting is here for. Let’s work together to make sure your website does more than just exist—it helps your practice grow.

Elevate Your SEO and Build Lasting Credibility with Simplified SEO Consulting

Looking to bring more of your ideal clients through your virtual (or physical) doors? At Simplified SEO Consulting, we specialize in helping therapists and private practice owners craft impactful, trustworthy content that resonates with potential clients and boosts search engine performance. Getting started is easy:

  1. Schedule a free SEO consultation
  2. Partner with a dedicated SEO expert
  3. Increase your site’s authority and grow your client base

Additional SEO Services

At Simplified SEO Consulting, our team offers a variety of services tailored to help you strengthen your website and stand out online. Whether you’re looking for comprehensive support or prefer a hands-on approach, we’ve got you covered.

Our Done-For-You SEO Services manage the entire process—from strategic keyword research to optimizing your site content—so you can focus on what you do best. Prefer to do it yourself? Our DIY SEO Online Courses empower you with the tools and knowledge to take charge of your own SEO success.

If you need something more personalized, our SEO Strategy Package offers a fully customized plan to guide your efforts, while the SEO Consulting Package provides expert guidance for specific questions or challenges. We also offer Technical SEO support to enhance your website’s functionality, Local SEO services to boost visibility in your area, and Stand-Alone Copywriting to deliver compelling, optimized content that converts.

Don’t forget to visit our blog for expert tips and actionable advice to help therapists grow their digital presence and reach more of the people who need them.

About The Author

Brianna is a skilled Mental Health SEO specialist known for her ability to optimize therapist websites and work closely with private practice owners to reach their SEO goals. She’s driven by a passion for simplifying SEO—translating complex strategies into manageable, step-by-step actions that truly move the needle. With strong attention to detail and a client-centered approach, Brianna strives to deliver a smooth, supportive SEO journey that equips practice owners with the knowledge and confidence to grow their online presence.

Ready to boost your visibility? Schedule a consultation with our team and start moving your practice forward today!

If you’ve been learning about SEO, you’ve probably heard that internal linking is kind of a big deal. And it is! Internal links help search engines understand your website structure, pass authority between pages, and guide users to more of your content.

While internal links can boost your SEO, just adding links to your website isn’t enough. Some internal linking mistakes can actually hurt your SEO more than help it. Luckily, these mistakes are all fixable and avoidable—even if you’re not an SEO expert (yet). Let’s break down the most common internal linking mistakes and how to fix them.

Internal Linking Mistake #1: Generic or Vague Anchor Text

Vague anchor text—like “click here,” “this article,” or “read more”—is one of the most common internal linking mistakes, and it can quietly undermine your SEO efforts. These generic phrases might seem harmless, but they don’t give search engines enough information about what the linked page is actually about.

Google relies on anchor text to understand context and relevance, so when the text is too vague, it’s a missed opportunity to reinforce your content’s keywords. Plus, it’s not very helpful for users either.

How to fix it:

Use clear, descriptive anchor text for your links. Instead of “read more,” try something like, “Learn how to optimize your blog posts for SEO.” Clear, descriptive anchor text not only boosts SEO but also sets better expectations for what readers will find when they click the internal link.

Internal Linking Mistake #2: Linking to Irrelevant Pages

An internal link button with a blue background. Ensure that your internal links boost your seo with help from the mental health seo specialists at simplified seo consulting. They can help your private practice website thrive.Not every page on your site needs to link to every other page. Internal links should make sense in context. Linking just for the sake of it can confuse users and dilute the topical focus of your pages. It can also mess with how Google understands your site structure.

How to fix it:

Only link to content that’s truly relevant to the page topic. If you’re writing about SEO basics, linking to a page about social media ads might not make sense. Linking to a post on keyword research, however, would be ideal.

Internal Linking Mistake #3: Adding Too Many Links

It is possible to have too much of a good thing. If you cram a page full of internal links, it can get overwhelming for both users and search engines. Too many links can dilute link value and make it harder for search engines to figure out which links are most important. It also negatively affects user experience.

How to fix it:

Be strategic when adding links to your page. Focus on linking to the most relevant, helpful pages. If a link doesn’t serve a clear purpose, it’s best to leave it. Don’t try to make the link fit into content that isn’t relevant.

Internal Linking Mistake #4: Using Orphan Pages

Close-up image of a website link. The internal links on your website can directly affect your search engine optimization. Simplified seo consulting offers seo done for you services to optimize your private practice website.Orphan pages are like islands—completely disconnected from the rest of your site. If no other pages link to them, search engines might not ever find them. And if people can’t navigate to them from other content, they’re unlikely to get any traffic.

How to fix it:

Use an SEO tool—like Screaming Frog, Ahrefs, or even Google Search Console—to find orphan pages. Then, add links to them from relevant blog posts, category pages, or even your homepage if they’re important enough.

Internal Linking Mistake #5: Using Broken Links

Broken links are not only frustrating for users, but they’re also bad for SEO. They create a poor user experience and waste crawl budget, which means Google may stop crawling your site as efficiently.

How to fix it:

Run regular link audits using tools like Sitebulb, Semrush, or Broken Link Checker. If you find broken internal links, update them with the correct URL or set up a proper 301 or 302 redirect if the page has moved.

Internal Linking Mistake #6: Burying Important Pages

If it takes five or six clicks to reach a page from your homepage, that’s a problem. Search engines prioritize pages that are closer to the homepage. The deeper a page is buried, the less likely it is to be crawled and ranked.

How to fix it:

Aim for optimal page depth by keeping important content within three clicks of your homepage. Use a flat site structure and link to high-value pages from your main navigation, sidebar, or frequently visited pages.

Quick Fix-It Checklist

Here’s a quick recap of the most common internal linking mistakes to watch for:

  • Avoid generic anchor text—make it descriptiveKeyboard keys spell out HTTP to represent website linking. We offer seo for mental health professionals to help their private practice websites rank better on Google. Reach out to simplified seo consulting today for a consultation.
  • Only link to contextually relevant content
  • Don’t overload your pages with too many links
  • Identify and fix orphan pages
  • Fix or redirect broken internal links
  • Keep important pages within three clicks from the homepage

Final Thoughts from a Mental Health SEO Specialist

It might not be as flashy as keywords or backlinks, but internal linking is a powerful part of your SEO toolbox. By avoiding these common mistakes—and applying a few simple fixes—you’ll make your site easier to navigate, easier to crawl, and more helpful for your visitors. Start with one or two of these fixes today, and you’ll be ahead of most websites out there.

Let Simplified SEO Consulting Boost Your Website’s SEO

It’s crucial to make sure your website’s internal links aren’t hindering your SEO efforts. At Simplified SEO Consulting, we work with private practice owners to strengthen their online presence through thoughtful, strategic SEO. That includes refining often-overlooked details like internal linking, which is essential for helping search engines and visitors navigate your site more effectively. Start working with us by following these simple steps:

  1. Schedule a free consultation with Simplified
  2. Meet with one of our experienced SEO specialists
  3. Improve your website’s visibility to attract your ideal clients

Other Services Offered by Simplified SEO Consulting

Our expert SEO specialists offer a variety of services designed to help private practice owners improve their online visibility. Whether you’re looking for a completely hands-off experience or prefer to take the reins yourself, we have options to suit your style.

With our Done-For-You SEO services, we handle everything—from developing a keyword strategy to optimizing your site’s content. If you prefer to be more involved, our DIY SEO Online Courses can guide you through the process of boosting your site’s rankings with confidence.

For a more personalized approach, our SEO Strategy Package provides a custom roadmap tailored to your practice’s unique goals. We also offer an SEO Consulting Package that provides detailed feedback and targeted solutions for specific SEO hurdles.

Additionally, we offer Technical SEO support to improve your website’s performance, Local SEO services to help you get found in your area, and Stand-Alone Copywriting to make sure your content connects with both search engines and prospective clients.

Be sure to visit our SEO blog for more insight! It’s full of actionable advice and strategies to help private practice websites grow and succeed online.

About the Author

Headshot of Carey Faircloth, a mental health seo specialist at simplified seo consulting. As part of the team at simplified seo consulting, Carey can help your private practice website rank better on google with seo done for you. Carey is a Mental Health SEO Specialist at Simplified SEO Consulting. With a background in psychology and business, she aims to help therapists and private practice owners get the best ROI from their SEO efforts. While she loves optimizing websites and has a knack for writing and editing, her favorite part of her role is getting to know each client individually. When she isn’t working, she loves spending time with her family and doing anything creative.

 

Looking for extra support? Schedule a consultation with our team to see who can help you and how.

Search engine optimization (SEO) can feel like a maze. This is especially true if you’re a therapist trying to manage a website between client sessions. You might wonder if your website is even showing up when people search for therapy services in your area. The good news is, there’s a free tool from Google that gives you real answers.

It’s called Google Search Console (GSC). GSC can help you understand how your website is performing in search and where there’s room to grow. If you’ve never used it before, this post will walk you through what it does and how it can support SEO for therapists.

A person sits at a marble table with a laptop open to Google, holding a cup of coffee. Learning tools like Google Search Console is key to SEO for therapists looking to grow their online presence.

An Introduction to Google Search Console

Google Search Console is a free platform that lets you monitor how your website appears in Google search results. It shows what keywords are leading people to your site. It also shows how often your pages appear in searches, and whether Google is running into any problems when trying to crawl your content.

For therapists who want to grow their practice online, it’s one of the most helpful and approachable tools out there.

The Role of Google Search Console in SEO for Therapists

You might already be writing blogs or updating your service pages, but how do you know if those changes are actually helping you get found online? Google Search Console gives you that feedback. It’s especially helpful for answering questions like:

  • What terms are people typing in when they find my website?
  • Are certain pages getting more clicks than others?
  • Is Google having trouble reading any of my pages?

These insights can help you make smarter decisions about what to update, what to write about next, and how to improve your visibility online.

How to Use Google Search Console to Improve SEO for Therapists

Once you’re set up in Google Search Console, one of the most valuable insights you’ll gain is what people are actually typing into Google before they land on your website.

1. See What People Are Searching For

When you open the Performance section in Search Console, you’ll find a list of real search terms people used before visiting your website. This data shows you how your content is showing up in search and what your audience is interested in.

For example, if you notice people are finding your site by searching “anxiety counseling for teens,” that’s a great sign to write more about that topic. Or you can enhance the existing page with helpful information.

You can also look for terms that have a high number of impressions but low clicks. This might mean your page is showing up but not getting attention, which could be fixed by improving your page title or meta description.

A man sits at a desk with a laptop, notebook, and coffee, appearing focused and thoughtful. SEO for therapists often starts with dedicated time to learn tools like Google Search Console.

2. Track Which Pages Are Performing Best

Still in the Performance section, you can switch from viewing queries to viewing pages. This tells you which pages are being clicked most often from search results.

Ask yourself if those top-performing pages reflect the services you’re most focused on. If not, there may be opportunities to optimize your main service pages or make them easier to find through internal links.

This kind of tracking can also show you the impact of updates or blog posts over time. This helps you see what kind of content works best.

3. Fix Indexing Issues That May Hurt SEO for Therapists

In the Pages or Indexing tab, Google tells you if it’s able to crawl and include your pages in search results. If some of your pages aren’t being indexed, that means they aren’t appearing in Google’s results at all.

Reasons for this might include:

  • The content is thin or outdated
  • The page isn’t linked to from other parts of your website
  • There are technical settings preventing it from being indexed

Even if you’re not ready to fix these issues yourself, knowing they exist can help you ask the right questions or bring them to your website support team.

You Don’t Have to Tackle SEO Alone—We’re Here to Help

Learning to use Google Search Console is a simple, powerful way to take control of your SEO as a therapist. You don’t need to be an expert, and you don’t have to check it every day. But spending a few minutes reviewing your data each month can help you understand what’s working and where to focus your energy next.

At Simplified SEO Consulting, we help therapists make sense of tools like this. Whether you’re just starting to work on your SEO or you’re ready to dig deeper into your website performance, our team is here to support you. Taking the first step is simple:

  1. Book a free consultation to discuss your SEO goals.
  2. Receive personalized guidance from an SEO expert on improving your website content.
  3. Increase your online presence and connect with the clients you’re best equipped to support.

You deserve to feel confident about how your website shows up online. The right support can make all the difference.

Cartoon illustration of a happy woman stretching with arms raised at her desk in front of a laptop, celebrating a small win. SEO for therapists can feel rewarding as progress becomes visible.

Explore More SEO Services at Simplified SEO Consulting

Understanding what your Google Search Console data means is one thing, and knowing what to do with it is another. That’s where our team at Simplified SEO Consulting comes in. We specialize in helping private practice owners use tools like GSC to make meaningful, informed decisions that lead to long-term growth.

Whether you want someone to handle the technical side for you or you’re eager to learn how to navigate it yourself. We offer support that fits your learning style and goals.

If your Google Search Console dashboard feels overwhelming, you don’t have to go it alone. Our goal is to help you feel confident and empowered in your online presence, starting with the tools you already have.

About the Author

A mental health SEO specialist at Simplified SEO Consulting smiles while the sun shines behind her.

Alex is a dedicated SEO specialist who enjoys supporting private practice owners as they build a stronger online presence. She’s passionate about helping clients not only improve their search rankings, but also understand the purpose behind each step of the process. By making SEO feel approachable and meaningful, Alex empowers practice owners to take control of their growth. She’s committed to steady, sustainable progress that creates lasting results.

Interested in seeing how SEO can support your goals? Schedule a free consultation with our team today. We’d love to help you grow your practice.

What Is E-E-A-T?

If you’re a therapist aiming to improve your website’s visibility, understanding Google’s E-E-A-T guidelines is essential for SEO. E-E-A-T stands for:

  • Experience: First-hand or personal experience with the topic.
  • Expertise: Knowledge or skill in the subject matter.
  • Authoritativeness: The credibility of the author and website.
  • Trustworthiness: The accuracy, legitimacy, and reliability of the content.

Google uses E-E-A-T to assess content quality, particularly for Your Money or Your Life (YMYL) websites—those that impact people’s health, finances, or overall well-being. Since mental health content directly affects people’s lives, demonstrating credibility and trustworthiness is especially important for therapy practices.

However, it’s worth noting that E-E-A-T is not a direct ranking factor. According to Google Search Liaison, you can’t “add E-E-A-T” to your web pages like a meta tag or structured data. Instead, E-E-A-T is a framework used by Google’s algorithms and human quality raters to evaluate whether your content appears credible, reliable, and valuable.

Image of an African American woman sitting on a couch using a laptop. Discover how you can improve your private practice's SEO with the help of Simplified SEO Consulting.

Why Did Google Add “Experience” to E-A-T?

Google originally introduced E-A-T (Expertise, Authoritativeness, and Trustworthiness) as part of its Search Quality Rater Guidelines. In late 2022, it expanded to include Experience, recognizing that first-hand knowledge enhances content credibility.

For therapists, this shift is a game-changer. When you write about anxiety therapy techniques, for example, sharing real-life client scenarios (while maintaining confidentiality) demonstrates first-hand experience. This makes the content more relatable and authentic, which Google values.

Additionally, user-generated content—like client testimonials or reviews—can reflect experience. While not a direct ranking factor, authentic testimonials build social proof, increasing user trust and encouraging longer site visits, which can indirectly improve SEO.

Why Does E-E-A-T Matter for SEO?

Although E-E-A-T is not a standalone ranking factor, it influences how Google interprets content quality. Here’s why it matters for your therapy website’s SEO:

1. Better Rankings:

Google prioritizes content that demonstrates expertise and credibility. Blogs, service pages, and articles that offer in-depth insights and personal experiences are more likely to rank higher in search results.

2. Improved Trustworthiness:

When your website offers clear, well-sourced, and experience-backed content, it encourages longer site visits and lower bounce rates. These positive user signals indirectly improve SEO performance.

3. Impact on YMYL Websites:

For therapists, YMYL content carries extra weight. Since mental health information can significantly impact people’s well-being, Google holds it to higher standards. By demonstrating experience and expertise, you enhance your content’s credibility, making it more likely to rank well and attract potential clients.

How to Improve E-E-A-T on Your Therapy Website

To enhance your website’s E-E-A-T signals, focus on creating content that demonstrates expertise, authenticity, and credibility.

1. Showcase Experience and Expertise:

  • Write detailed, experience-backed blog posts: Share real-world insights by discussing common client scenarios (anonymously) or offering personal insights into therapy techniques.
  • Add therapist bios: Include author bios with your credentials, certifications, and years of experience to demonstrate expertise.
  • Include case studies or real-world examples: Highlight therapy outcomes through case studies, offering tangible proof of your skills and experience.

2. Build Authoritativeness:

  • Earn backlinks from reputable sites: Aim for mentions on mental health associations, therapy directories, or industry publications. Quality backlinks improve your site’s authority.
  • Contribute guest posts: Writing for credible platforms in your niche enhances your authority and exposes your practice to a wider audience.
  • Display certifications and licenses: Prominently feature your licenses, certifications, and affiliations to establish credibility.

3. Enhance Trustworthiness:

  • Use accurate, well-researched information: Reference reliable sources (e.g., mental health journals or government sites) to enhance content legitimacy.
  • Include client testimonials and reviews: Display authentic testimonials to provide social proof, helping build trust with potential clients.
  • Ensure website transparency:
    • Include clear contact information (Name, Address, Phone) on every page.
    • Display your privacy policy and terms of service.
    • Ensure your site uses HTTPS for secure browsing.

Image of a smiling man sitting at a desk with a laptop using a cell phone. Begin to find your ideal clients and improve your website's credibility with Google with the help of Simplified SEO consulting.

Common E-E-A-T Mistakes to Avoid

Even well-intentioned websites sometimes make E-E-A-T-related mistakes. Here are some pitfalls to avoid:

Thinking You Can “Add” E-E-A-T:

One of the biggest misconceptions is believing you can simply add E-E-A-T as a tag or label to your website. According to Google’s Search Liaison, E-E-A-T is not a tag or schema. Instead, it’s an evaluative framework used to assess content quality. Therefore, focus on demonstrating experience, expertise, and trustworthiness through your content—not by labeling it with E-E-A-T.

Lack of Author Information:

Content without author bios or credentials appears less trustworthy. Always include detailed bios with qualifications and certifications to highlight your authority.

Thin or Fluffy Content:

Surface-level, generic content lacks expertise and reduces trustworthiness. Write in-depth, experience-backed content that offers actionable insights and demonstrates your knowledge.

Inconsistent NAP (Name, Address, Phone) Information:

Inconsistencies in your business details across directories can hurt local SEO. Ensure your NAP information is consistent on your website, Google Business Profile, and other listings.

Why E-E-A-T Matters for Your Private Practice’s SEO

For those with private practices, E-E-A-T is a vital framework for building trust and credibility online. While you can’t directly add E-E-A-T as a ranking factor, you can demonstrate it through authentic, experience-driven content, clear author bios, and accurate information.

By consistently publishing detailed, insightful blogs backed by personal experience and professional expertise, you’ll strengthen your website’s E-E-A-T signals. This helps you build trust with potential clients, improve your search visibility, and establish your therapy practice as a credible and reliable resource in the mental health field.

Boost Your SEO & Strengthen Your Website’s Credibility with Simplified SEO Consulting

Want to enhance your website’s E-E-A-T and attract more of your ideal clients? Simplified SEO Consulting helps therapists and private practice owners create credible, experience-driven content that connects with clients and improves search rankings. Getting started is simple:

  1. Book a free SEO consultation
  2. Work with an experienced SEO expert
  3. Strengthen your website’s authority and grow your practice!

Additional Services Offered at Simplified SEO Consulting

Our team of SEO specialists provides a range of services designed to enhance your website and expand your online presence. Whether you prefer a fully managed approach or want to take control of your own SEO strategy, we have solutions to fit your needs. Our Done-For-You SEO Services take care of everything from in-depth keyword research to optimizing your content, while our DIY SEO Online Courses equip you with the knowledge to improve your own rankings.

If you’re looking for a more tailored plan, our SEO Strategy Package delivers a customized roadmap, while our SEO Consulting Package offers expert advice to tackle specific SEO challenges. We also provide Technical SEO support to improve your site’s performance, Local SEO optimization to help you rank higher in your area, and Stand-Alone Copywriting for compelling, search-friendly content.

Be sure to check out our blog, where we share expert SEO insights and actionable strategies to help therapists grow their online presence!

Image of SEO Specialist Brianna. With the support of skilled SEO specialists, you can earn Google's trust and credibility with your website. Find support with SEO for online therapy services.

About The Author

Brianna is a dedicated Mental Health SEO specialist who excels at optimizing client websites and collaborating with therapists to achieve their private practice SEO goals. She’s passionate about making SEO less overwhelming, breaking it down into clear, actionable steps that make a real difference. With a keen eye for detail and a commitment to client success, Brianna focuses on creating a seamless SEO experience, empowering practice owners with the tools and confidence to enhance their online visibility.

Looking for expert SEO guidance? Book a consultation with our team today and take the next step toward growing your practice online!

A graphic showing a map of the world with different aspects of technical seo overlaid. Learn more about how technical SEO services can offer support by searching for a technical SEO expert and a technical SEO audit today.Technical SEO can seem intimidating, especially if you’re a busy business owner running your own website. However, ensuring your site’s technical health is crucial for site visibility, organic traffic, and user experience. After all, a beautifully designed site with great content won’t reach people if search engines can’t crawl or index it or if users leave due to slow load times. This guide on technical SEO breaks down the essential technical elements you should check. It’s a technical SEO checklist tailored to help you improve your website step by step. We’ll explain why each technical SEO element matters for your business’s success and how to audit and improve it—often using free tools. By the end, you’ll feel empowered to take control of your site’s technical performance (or know when to call in a technical SEO expert for backup). Let’s dive in!

1. Optimize Your Website Speed and Performance

Why Site Speed Matters:

In today’s fast-paced world, people expect websites to load quickly. Site speed directly affects user satisfaction, conversion rates, and even search rankings. If your website is slow, potential clients may abandon it before they even see your message. In fact, research shows that 53% of mobile visitors will leave a site that takes longer than 3 seconds to load. That means if your site is sluggish, you could be losing more than half of your potential visitors. Moreover, Google considers page speed as a ranking factor – faster websites are favored in search results. Simply put, a slow site hurts your credibility and visibility, while a fast site creates a positive first impression and can boost your SEO.

A fast website conveys professionalism and trust.

Often, your website is the first interaction a prospective client has with your business. If it loads quickly and runs smoothly, users are more likely to stay, read about your services, and ultimately contact you. A laggy site, on the other hand, might frustrate visitors—imagine a potential client in distress searching for help, only to give up because your contact page took too long to appear. By prioritizing site performance, you ensure clients can access information (like your about page or contact page) without delay, which could directly impact whether they reach out to you or move on to another website.

How to Check and Improve Site Speed:

The good news is that you can measure and enhance your site’s speed with readily available tools and best practices. Here’s how to perform a basic speed audit and make improvements:

  • Google PageSpeed Insights: This free tool from Google analyzes your URL’s load performance on mobile and desktop. Simply enter your website URL and run the test. It will give you a performance score out of 100 and a breakdown of what might be slowing your site (for example, large images, unminified code, server response time, etc.). PageSpeed Insights also reports Core Web Vitals metrics like Largest Contentful Paint (loading speed) and First Input Delay (interactivity), which are important UX indicators. Pay attention to the suggestions it provides. For instance, if it flags “reduce image sizes” or “eliminate render-blocking resources,” those are specific areas to address. The tool even prioritizes issues for you in terms of impact. By using PageSpeed Insights, you get a clear roadmap of fixes to speed up your site.
  • GTmetrix and Other Speed Test Tools: In addition to Google’s tool, you can cross-check with others like GTmetrix or Pingdom Tools. These tools similarly analyze load time and often provide waterfall charts (timelines of how each element loads). They might offer different perspectives or additional tips. For example, GTmetrix combines Google’s and Yahoo’s performance rules and can test your site from different global locations. Using multiple tools isn’t required, but it can give a more comprehensive picture during a technical SEO audit. They all help you identify bottlenecks in your site’s performance.

Using the Tools – What to Look For:

When you run these speed tests, focus on the high-impact issues they call out. Common problems and how to tackle them include:

Unoptimized Images:

Large image files are the number one cause of slow pages. If the report shows images could be smaller, try compressing them (use tools like TinyPNG or an image optimizer plugin if you use WordPress). This reduces file size without visibly hurting quality.

Render-Blocking Scripts/CSS:

Often, the tools warn about CSS or JavaScript delaying page rendering. This can get technical, but the basic steps include deferring non-essential scripts, removing unnecessary plugins or scripts, and using techniques like loading CSS asynchronously. If you’re not a developer, consider installing a caching/performance plugin (for WordPress sites), which can minify and defer files for you.

Server Response Time:

If the initial server response is slow, it might be due to your web hosting. Google recommends a server response under 200ms. Upgrading to a better host or a VPS or using a CDN (Content Delivery Network) can help. For small business websites, a quality shared host or managed WordPress host is usually sufficient, but avoid ultra-cheap providers that overcrowd servers.

Caching:

Ensure that browser caching is enabled. Most CMS or plug-ins can handle this. Caching means that returning visitors (or those clicking multiple pages) don’t re-download the same resources each time, thus speeding up the load.

Excessive Plugins or Code:

Every additional widget or third-party script (like fancy animations, visitor counters, etc.) can add load time. Be judicious about what you include. Keep your site lean by disabling or removing features you don’t truly need. This not only speeds up the load time but also reduces the chance of technical conflicts.

After making improvements, test your site again. Even modest gains (say, reducing load time from 5 seconds to 2 seconds) can significantly improve user retention. 

Bottom line:

A fast site offers a better experience (visitors stay longer and are more likely to contact you) and signals to search engines that your site is well-maintained and worthy of higher rankings.

2. Ensure Mobile-Friendliness and Responsive Design

Why Mobile Responsiveness is Critical:

More people than ever are searching the web on their smartphones. According to recent statistics, about 63% of Google searches in the U.S. occur on mobile devices. For local services and personal help (like finding a nearby therapist or life coach), that number can be even higher. Google knows this and now uses the mobile version of websites as the primary basis for indexing and ranking content – a practice called mobile-first indexing. In other words, if your site doesn’t work well on a phone, it can hurt your search rankings on all devices. Beyond SEO, a poor mobile experience means frustrated users: text that’s too small to read, buttons that are hard to tap, or pages that require endless zooming and scrolling will drive visitors away. On the flip side, a smooth, mobile-friendly site keeps users engaged and more likely to contact you for your services.

Imagine a potential client searching for something on their phone.

They find your site, but if the menu is broken or the content is jumbled on a small screen, they’ll likely hit the “back” button and try someone else. For business owners, mobile usability can directly impact whether someone books an appointment or purchases a product. A responsive, easy-to-navigate mobile site can make the difference in capturing that inquiry. Additionally, many people will find your practice via Google Maps or local listings on mobile, which lead to your website – you want to ensure that once they click through, they can quickly find your phone number, address, or contact form without pinching and zooming.

How to Test Mobile-Friendliness:

To audit your site’s mobile compatibility, use these methods and tools:

Google’s Mobile-Friendly Test:

This simple online tool (just Google “Mobile Friendly Test” and you’ll find it) lets you input your webpage URL and analyzes whether the page is mobile-friendly. It will either tell you the page is mobile-friendly or list specific issues that need fixing. Common issues it reports include text too small to read on a phone, clickable elements (like links or buttons) too close together, or content wider than the screen. If you see a list of issues, you know what to address. For example, “text too small” means you should increase your font sizes for mobile, and “clickable elements too close” might mean adding more spacing between buttons or links.

Google Search Console – Mobile Usability Report:

If you have Google Search Console (GSC) set up for your site (which you absolutely should for any SEO efforts), check the Mobile Usability section. GSC will list any pages on your site that have mobile usability problems. It flags similar issues as the mobile test above but across your entire site. This is extremely helpful for finding all troublesome pages at once. If GSC shows zero mobile usability errors, that’s a great sign – your site likely passes the basic mobile-friendly criteria in Google’s eyes. If there are errors, each one comes with details so you (or your web designer) can fix them.

Manual Review on Devices:

Tools are great, but it also helps to manually open your website on a variety of devices (your iPhone, an Android phone, a tablet, if possible). Navigate through important pages like the homepage, services page, and contact page. Is everything readable without zooming? Is the navigation menu easy to use (often, this will be a “hamburger” menu on mobile)? Do images and text resize appropriately, or is anything cut off? Check that any call-to-action buttons (like “Schedule an Appointment”) are prominently visible and easy to tap. This real-world test can catch visual issues automated tools might not (like an awkward layout or image cropping on certain screen sizes).

Tips to Improve the Mobile Experience:

If the tests above reveal issues, here are ways to enhance your mobile friendliness:

Responsive Design:

Ensure your website uses a responsive design – this means the layout automatically adjusts to different screen sizes. Most modern website themes (WordPress themes, Squarespace templates, etc.) are responsive by default, but custom older sites may not be. If your site isn’t responsive, consider updating your theme or template. Responsive design ensures the same content is served to desktop and mobile but in an optimized way for each device.

Readable Text and Accessible Buttons:

Make sure your font sizes are large enough on small screens (generally 16px or larger for body text is recommended). Also, buttons and links should be sufficiently large and spaced out so that a thumb tap can accurately hit them. Avoid having two links right next to each other; give them padding.

Avoid Intrusive Pop-ups:

Google penalizes sites that use intrusive interstitials on mobile (like giant pop-up ads or banners that cover the content). You may not use obnoxious pop-ups, but even things like a newsletter sign-up box should be implemented in a user-friendly way (e.g., a small banner rather than a full-screen block, or set it to appear only after the user has spent some time on the page).

Navigation and Contact Info:

Simplify your mobile navigation. Many mobile users are trying to find something quickly. Make sure the essential info (services, about, contact, location) is easily accessible via the menu or visible on the homepage without too much scrolling. Having a clickable phone number is a big plus (you can make your phone number a tel: link so mobile users can tap to call you instantly).

By ensuring your site is mobile-friendly, you not only improve your technical SEO standing with Google, but you also provide a smooth experience for potential clients browsing on their phones. This improves engagement and could lead to more inquiries and conversions from mobile users.

3. Improve Indexing and Crawlability for Search Engines

What Are Indexing and Crawlability?

“Crawlability” refers to how easily search engine bots (like Googlebot) can discover and access the pages on your site. “Indexing” means those pages are stored in the search engine’s index (database) so they can be retrieved and shown in search results. In simple terms, if a page isn’t indexed, it can’t show up on Google; if it isn’t crawlable, Google might not even know it exists. Ensuring your site is crawlable and indexable is foundational to SEO – all your content and keywords won’t matter if search engines cannot properly crawl or index your site’s pages.

Why It Matters for Visibility:

3D Isometric Flat Vector Conceptual Illustration of SEO Audit, Technical Report. Learn more about how technical SEO services can offer support by searching for a technical SEO expert and a technical SEO audit today.For business owners who rely on local clients finding them online, you want every relevant page (your homepage, service pages, blog posts, etc.) to be indexed and searchable. If your “Services” page or a crucial blog post isn’t indexed due to a technical oversight, you’re missing opportunities to reach people. Crawlability issues can arise from things like broken links, poor site structure, or accidental blocks (more on those shortly). Indexing issues might occur if pages are flagged “noindex” by mistake or if Google encounters errors when trying to fetch the page. The goal of technical SEO in this area is to remove any roadblocks that prevent search engines from accessing and understanding your content.

Key Steps to Audit and Improve Crawlability & Indexing:

XML Sitemap: 

An XML sitemap is basically a map of all important pages on your website, specifically formatted for search engines. Having a sitemap helps Google and Bing to discover your pages more efficiently. It’s especially useful if your site has pages not easily found through navigation alone. For example, if you have a new blog post that isn’t linked prominently yet, the sitemap ensures Google knows it’s there. Why is this important? A good XML sitemap acts as a roadmap of your website, leading Google to all your key pages. Even if your internal linking isn’t perfect, the sitemap can help search engines find content that might otherwise be missed.

How to implement:

If you use a platform like WordPress, SEO plugins (such as Yoast or Rank Math) can automatically generate and update your sitemap for you – usually at a URL like yourdomain.com/sitemap.xml. For other platforms, there are online sitemap generators you can use, or your developer can create one. Once you have a sitemap, submit it to Google Search Console (under Index > Sitemaps) and to Bing Webmaster Tools. This step tells search engines, “Here are all my pages – please crawl them.” After submitting, check back in GSC after a few days to see if there are any errors with the sitemap or issues indexing specific URLs.

Robots.txt File: 

The robots.txt is a simple text file on your site (accessible at yourdomain.com/robots.txt) that instructs search engine crawlers which parts of the site they can or cannot access. Think of it as ground rules for crawlers. For instance, you might disallow bots from crawling your admin pages or certain directories that aren’t for public viewing. It’s important to make sure you aren’t accidentally blocking important content in this file.

As part of your technical SEO checklist, open your robots.txt and look for “Disallow” lines. If you see something like Disallow: / or disallowing a folder that contains your site content, that’s a red flag (that would prevent crawling of your whole site or that folder). Generally, for a service business site, you’ll only want to disallow things like /wp-admin/ (WordPress admin) or perhaps some script or plugin directories – not your actual pages or blog sections. Also, ensure your sitemap URL is referenced in the robots.txt (e.g., Sitemap: https://yourdomain.com/sitemap.xml) so crawlers can easily find it.

Tool tip:

You can use Google’s Robots Testing Tool (in the old Search Console interface or third-party tools) to test your robots.txt. This lets you simulate Googlebot trying to crawl a URL and see if it’s blocked.

Google Search Console – Index Coverage/Page Indexing Report: 

Google Search Console provides invaluable data on how your site is being indexed. In the GSC dashboard, look at the Pages (formerly “Coverage”) report under the Index section. This report will show you pages that are indexed, and importantly, pages that were not indexed and why. Typical statuses include “Error” (pages that had issues) or “Excluded” (pages Google chose not to index, often for reasons like duplicate content or a noindex tag). Click on any error categories you see, such as “Submitted URL blocked by robots.txt” or “Page with redirect” or “Not found (404)”. GSC will list URLs for each issue type. Use this insight to fix problems:

  • If some URLs are blocked by robots.txt but shouldn’t be, edit robots.txt to allow them.
  • If there are “404 not found” errors (pages that your site linked to that don’t exist), you should either restore those pages or set up proper 301 redirects to the correct pages. Broken pages can waste crawl budget and hurt user experience.
  • If there are “Duplicate without user-selected canonical” issues, it means Google found duplicate content and isn’t sure which to index – in that case, you may need to set canonical tags or consolidate those pages.
  • If “Submitted URL marked ‘noindex’”, that means you (or your site’s plugins) have intentionally told Google not to index a page. Ensure that’s only on pages you truly want hidden (perhaps a thank-you page or a backend page). Remove the noindex tag from any important page that should rank.
  • The GSC Index report basically gives you a to-do list for fixing indexing issues. Each time you fix something, you can use the URL Inspection tool in GSC to test the page and Request Indexing, which prompts Google to recrawl that page sooner.

Broken Links (404 errors):

Broken links are links that point to pages that don’t exist (resulting in a 404 Not Found error). These are bad for both user experience (nothing is more frustrating than clicking on a resource and getting a dead page) and crawlability. If your site’s menu or internal links have broken URLs, search engines hit a dead end. Moreover, Google may reduce crawling on a site that consistently returns a lot of errors. It’s important to regularly scan for and fix broken internal links.

How to find them:

You can find broken links via Google Search Console (it reports 404 errors as mentioned), but also by using crawling tools like Screaming Frog SEO Spider (which will crawl your site like a search engine and report any broken links it finds) or using online tools. Some free options include BrokenLinkCheck.com or DeadLinkChecker. In fact, experts recommend using such tools to catch broken links and fix them promptly.

How to fix:

If an internal link is broken due to a typo or a page that was moved, update the link to the correct URL. If the page no longer exists, either create a new relevant page there or set up a 301 redirect to a similar page (for example, redirect an old “Group Therapy” service page that you removed to your main “Services” page, so anyone hitting the old URL (or Google crawling it) gets sent to a useful page instead of a 404). Don’t forget to also fix any external links pointing to your site if possible (maybe you had a listing or profile linking to a now-moved page – update those too).

Site Structure and Internal Linking:

While not a single “tool,” reviewing your overall site structure is part of crawlability. Ensure that all important pages are linked from somewhere on your site (preferably from your main navigation or related pages). Orphaned pages (pages with no internal links pointing to them) can be hard for crawlers to find unless they’re in the sitemap. A logical site hierarchy (for example: Home > Services > [Specific Service]) helps crawlers and users alike. During your audit, make a quick outline of your site’s main pages and see if that hierarchy is reflected in your menus and internal links. For instance, if you have a “Therapy FAQ” page that’s useful, but it’s not linked in your site’s menu or anywhere obvious, consider adding a link to it (maybe from your About or Services page). This will ensure it gets crawled more often and passes link equity.

By methodically addressing crawlability and indexing issues, you ensure that search engines can access all the content you’ve worked hard to create.

The payoff is that all those pages (your service descriptions, your helpful blog posts, your about page) can actually appear in search results. A technically sound site structure also typically translates to a better user experience, as it often means fewer broken links and a more organized website. Remember, the easier you make it for Google to crawl and index your site, the more likely your pages will rank well for relevant searches.

(Pro tip: Conducting a periodic technical SEO audit – either by yourself using this checklist or by hiring a technical SEO audit service – is a smart way to catch new issues. Websites aren’t “set and forget”; updates, new content, or plugin changes can introduce errors. Regular check-ups will keep your site healthy in the long run.)

4. Implement Site Schema (Structured Data Markup)

What is Schema Markup?

By now, you might have heard of schema or structured data in SEO, but what exactly is it? In SEO terms, schema markup is a type of code (often in JSON-LD format) that you add to your website’s pages to provide extra context to search engines about the content on those pages. It’s like a behind-the-scenes label or tag for the information on your site. Search engines use this structured data to interpret the content more effectively and sometimes display it in an enhanced way in search results. To clarify the concept, schema markup (also called structured data) helps search engines understand your content better. Instead of just seeing a string of text, the search engine can understand, for example, “this text is a review rating,” or “this number is a business phone number,” or “this section is an FAQ list.”

Schema Meaning and Definition:

Understanding schema meaning and schema definition is essential when optimizing site schema. In this context, schema refers to the vocabulary of tags (or structured data formats) defined by Schema.org that webmasters can use to mark up their HTML. The schema definition is essentially the standard specification of these tags (like defining what a “LocalBusiness” schema contains). In plain language, schema tells search engines what your data means, not just what it says. For instance, simply writing “Dr. Jane Smith” on your webpage is one thing, but marking it up with <schema:Person> tells Google that “Jane Smith” is a person. This extra layer of meaning helps search engines contextually rank and present your information.

Why Schema Markup Matters for SEO:

Adding structured data (schema) to your site can significantly enhance your visibility in search results. Google uses structured data to understand the content on the page and show that content in a richer format in search results. Those “rich results” or “rich snippets” are the extra bits of information you sometimes see in Google search listings – star ratings under a link, event dates, recipe calories, FAQ drop-downs, etc.

For a business owner, rich results could mean: if you have LocalBusiness schema on your site, Google might display your practice’s name, address, phone number, and even hours right on the search results page. If you use FAQ schema on a therapy FAQ page, Google could show some of those questions and answers below your link, making your result more prominent. This not only makes your listing stand out but also can improve click-through rates (because the user sees you likely have the info they want). In short, schema can make your search snippet more informative and attractive, potentially bringing more visitors to your site. It’s also an indirect quality signal; a well-marked-up site indicates professionalism and thoroughness, which never hurts.

Schema Types Useful for Service Providers:

There are many types of schema (as Schema.org covers virtually every industry), but you don’t need to implement dozens. Focus on ones that make sense for your website. Here are some that are applicable to a wide variety of websites:

LocalBusiness schema:

Ideal for private practices or businesses. It lets you define the business name, type (e.g., “Psychologist” or more generally “ProfessionalService”), address, phone, opening hours, area served, etc. Embedding this on your contact page or site footer can help ensure Google has accurate details for things like Google Maps and knowledge panels.

Person schema:

If you are a personal brand (say a life coach operating under your own name), you might use Person schema to provide details about yourself. (Though LocalBusiness or Organization is typically used if you have a business name or clinic.)

Organization schema:

If you operate as a larger practice or have a company name, Organization schema can define info about your company (logo, founding date, location, etc.). It’s similar to LocalBusiness (actually LocalBusiness is a subtype of Organization in schema).

Website schema / Breadcrumb schema:

Many SEO plugins automatically add Website schema (to help identify your site’s search box in results) and Breadcrumb schema (to display a breadcrumb navigation path in your snippet). It’s good to have these as they improve how your pages are shown (for example, showing “Home > Services > Trauma Therapy” in the result instead of a raw URL).

FAQ schema:

If you have a Frequently Asked Questions section on any page, marking it up with FAQ schema can enable the rich FAQ snippet in Google, which is a big plus for visibility, essentially making your search result twice as tall.

Review schema/Testimonial:

If your site displays client testimonials or reviews (and if your profession’s ethics allow that), you could use schema to mark those up. For example, aggregateRating schema on a page could show star ratings in Google. Note: Google has guidelines on review stars; as of an update, they generally don’t show stars for self-serving reviews on your own site unless it’s tied to a third-party structured format. However, if you have reviews on a third-party site and embed them properly, it might still show. Use with caution and always ethically.

How to Implement Schema:

The actual implementation might require a bit of technical work, but here are approaches:

  • Using an SEO Plugin or Module: Many website platforms have add-ons for schema. For example, the Yoast SEO plugin (premium version) and Rank Math plugin for WordPress provide options to set up LocalBusiness schema easily – you fill out your business details in their settings, and they add the JSON-LD code to your site’s header. There are also dedicated schema plugins that let you add specific types (like an FAQ schema block for WordPress that you can fill in with questions and answers).
  • Manual JSON-LD Code: You can generate schema code using free generators. Google’s Structured Data Markup Helper (no longer actively updated but still usable) or other online tools let you input details and spit out JSON-LD code. For example, you input your business name, address, etc., and get a <script type=”application/ld+json”>…</script> block of code. This code can then be inserted into your site’s HTML (often in the <head> or somewhere in the page). If you’re not comfortable editing code, this might be where a developer or a technical SEO expert can assist. They can ensure the code goes in the right place without disrupting your site.
  • CMS Specific Solutions: If you’re on Wix, Squarespace, etc., some may have built-in fields for business info that internally add structured data. Check their support docs – for example, Squarespace automatically adds LocalBusiness schema if you fill out your business info in settings. If not, you might be able to inject code in the header through their interface.

Testing Your Schema:

Once you add structured data, you should test it to make sure it’s correctly implemented (and actually being picked up by Google). Use the Rich Results Test (Google’s tool – just search for it) and enter the URL of the page where you added schema. This tool will show which schema types it detects on the page and whether they are valid for rich results. It will also show any errors or warnings.

For example, if you added LocalBusiness schema but forgot a required field like address, it will flag that. Make sure to fix any errors. Warnings are sometimes okay (for instance, an image field might be recommended but not required). Additionally, in Google Search Console, under Enhancements, you might see sections for FAQ, Breadcrumbs, Products, etc., if Google detects those schema on your site. Check there after implementing schema; if there are errors, GSC will report them, and you can debug accordingly.

Remember, adding schema markup doesn’t guarantee that Google will display rich snippets for your site – the ultimate decision is Google’s.

 But it does make your content eligible for those rich results, which is far better than not being eligible at all. Even if rich snippets don’t show up immediately, the structured data still helps Google better comprehend your site (which can indirectly help your SEO). And when rich results do appear, they can significantly enhance your visibility and click-through rate. For a business owner, that could mean more people seeing, at a glance, your stellar reviews or getting answers to common questions right on the search page – all of which builds trust and encourages them to click through to your site.

In summary, implementing site schema is a more advanced technical SEO step, but it’s highly beneficial. It’s about communicating clearly with search engines in their language. You’re essentially saying: “Hey Google, this page is about these specific structured facts.” Given that Google is striving to provide users with direct answers and the best information, feeding it well-structured data can give you an edge over competitors who rely solely on unstructured content. It’s an investment in your site’s search presence that can set your practice apart in crowded search results.

Benefits of a Technically Optimized Website

Technical SEO Audit concept. Improve website speed, seo rankings, user experience. Optimize on-page elements, site structure, crawlability and indexation issues. Boost visibility, mobile-friendlinessBy addressing the above technical SEO elements – site speed, mobile friendliness, crawlability, and schema – you set the stage for the improved overall performance of your website. Here are some key benefits you’ll likely see:

Faster Loading Times and Lower Bounce Rates:

A speedy site means users stick around. They’re less likely to hit the back button out of frustration. For example, after optimizing images and caching, you might see your bounce rate (the percentage who leave after one page) drop significantly. Faster sites keep visitors engaged, which can lead to more people reading about your services or filling out your contact form.

Enhanced Mobile User Experience:

With a responsive, mobile-friendly site, you cater to the majority of internet users. Mobile visitors will find it easy to navigate and read about your services. This positive experience not only helps your SEO (since Google notices high engagement on mobile) but also builds trust with users. Someone finding your counseling website on their phone can quickly get the information they need, whether it’s your phone number, address, or an answer to a question, without frustration. A smooth mobile experience can be the first step in building a therapeutic alliance, as odd as that might sound – it shows you care about accessibility and user comfort.

Better Search Engine Indexing (Higher Visibility):

By fixing crawl issues and ensuring all important pages are indexed, you guarantee that your site can reach its full search visibility. No more missing from Google due to a technicality. All your service pages (anxiety therapy, couples counseling, life coaching, etc.) have the potential to rank for relevant queries. Over time, this means more impressions (appearances in searches) and more clicks for your site. It also means that when you publish new content (like a blog answering “How to cope with stress”), it gets picked up by Google faster, reaching potential readers sooner because your sitemap and indexing are in good shape.

Clear Site Structure and Improved User Navigation:

A side effect of optimizing crawlability is often a cleaner site structure. Broken links are fixed, orphaned pages are linked. This creates a more logical navigation for users, helping them find what they need easily. For instance, a client who lands on a blog post about “mindfulness techniques” might, through internal links, discover your “Mindfulness-Based Therapy” service page and decide to reach out for an appointment. When everything is interconnected and easy to explore, both users and search engines benefit. Think of it as making your website an inviting, well-organized office – people feel comfortable and can find the resources they need.

Rich Search Results and Higher Click-Through Rates:

With structured data in place, your listings in search results can become richer. If Google displays your star ratings, or your business hours, or a couple of FAQs directly on the search page, your practice immediately gains an edge. Users see more info before even clicking, which can instill confidence. A rich snippet often attracts more clicks than a plain one because it takes up more real estate and provides interactive info. A higher click-through rate (CTR) is not only good for traffic but can also indirectly boost your rankings (Google tends to notice if users consistently prefer your result). For a local service provider, appearing with rich snippets could mean the difference between someone scrolling past your site or choosing you out of a list of competitors.

In short, a technically sound website builds a strong foundation for all your other SEO and marketing efforts. When you eventually invest in content marketing or online ads, none of that will be hampered by technical issues. You wouldn’t build a house on a weak foundation; likewise, don’t build your online presence on a shaky technical base. This checklist ensures your foundation is solid.

Ready to Take Your Website to the Next Level?

You’ve learned what it takes to get your website in top technical shape. Tackling this technical SEO checklist on your own can be empowering and will definitely improve your site’s performance. However, we understand that as a busy professional dedicated to helping others, you might not have the time or desire to play webmaster – and that’s okay! You don’t have to do it alone. This is where partnering with a technical SEO expert can save you time and ensure everything is done right. The team at Simplified SEO Consulting can offer support with both technical SEO and on-page optimization. If you’re ready to elevate your online presence and get more inquiries through organic search, we invite you to reach out for a free consultation.

Let’s Boost Your Online Visibility Together!

Running a business is challenging enough; your website should be an asset, not a source of stress. By taking care of the technical SEO for you, we free you up to focus on your business. If you’re ready to elevate your online presence and get more inquiries through organic search, we invite you to reach out to Simplified SEO Consulting for a free consultation. We’ll discuss your specific situation, and you can learn how our technical SEO services can help your website (and business) thrive.

Take the next step toward a healthier, more visible website:

  1. Apply to Work With Us: Fill out our quick application and tell us about your practice and your website concerns. (No worries if you’re not sure what’s wrong – that’s our job to find out!)
  2. Meet Your SEO Specialist: We’ll schedule a call to talk one-on-one.
  3. Watch Your Website Improve!

Other Services Offered with Simplified SEO Consulting

Simplified SEO knows there are many aspects of SEO that you may need help addressing to improve your private practice website. This is why we offer a variety of SEO services in addition to local SEO and technical SEO services. We also provide support including our Done For You SEO Services, DIY Online SEO Courses, and Consulting services. We also offer stand-alone copywriting services and SEO strategy sessions. Visit our blog to learn more valuable SEO info today!

As a private practice owner, you’re probably familiar with the importance of having a strong online presence. But did you know that something as small as the text behind your images—known as alt text—can have a big impact on how well your website shows up in search results?

Alt text is often overlooked, but when used correctly, it can enhance your site’s accessibility and help boost your SEO. Let’s break down what alt text is, how it works, and why it should absolutely be part of your private practice’s digital strategy.

Understanding Alt Text: What It Is and Why It Matters for Private Practices

Alt text (short for “alternative text”) is the written description added to an image’s HTML code. It serves two main purposes:

  1. It improves accessibility by helping screen readers describe images to people who are visually impaired.
  2. It enhances search engine optimization (SEO) by giving search engines more context about what’s on your page.

In terms of SEO for private practices, that second part can make a real difference. Whether you’re a therapist, nutritionist, or physical therapist, using alt text correctly can help search engines better understand your services, your location, and even your brand personality. And it all happens through the descriptions you include with your images.

What Is Alt Text, Really?

Let’s get specific. Alt text is not the same as a photo caption. It doesn’t appear on the page unless the image fails to load, or unless someone is using a screen reader.

Here’s a quick example:

  1. Bad alt text: “Image123.jpg”
  2. Better alt text: “Therapist greeting a client in a cozy private practice office in Arkansas”

That second example gives context that helps both users and search engines understand what the image is about.

So, think of alt text as a behind-the-scenes caption that provides value to both people and algorithms.

How Alt Text Impacts SEO for Private Practices

Search engines can’t “see” images the way humans do—they rely on clues, like file names and alt text, to understand them. That means when you write thoughtful, descriptive alt text, you’re giving Google more information to work with.

Here’s how it helps:

  • Your images become eligible to appear in Google Images, which can bring new visitors to your site.
  • Alt text contributes to your site’s overall keyword relevance, especially for local search terms like “anxiety therapy in Arkansas.”
  • It improves your site’s technical SEO, which supports better rankings overall.

Alt text may seem like a small thing, but in a competitive market, these little details can help your private practice stand out online.

Best Practices for Writing Alt Text

Not all alt text is created equal. Here are a few tips to make sure yours is actually helping your SEO and not hurting it:

  • Be descriptive but concise. Aim to capture what’s happening in the image in a natural, readable way.
  • Use relevant keywords, but don’t force them. If you wouldn’t say it out loud, it probably doesn’t belong.
  • Make it useful for real people, especially those using screen readers.
  • Avoid “keyword stuffing”—cramming your alt text with keywords in a way that feels unnatural or spammy.

Example:
If you have a photo of a waiting room, good alt text might be:
“Peaceful waiting area in a Little Rock counseling office with soft lighting and cozy seating”

That’s more helpful than “office” or “therapy,” and it includes a keyword (“Little Rock counseling office”) in a natural way.

Common Mistakes to Avoid

Even well-intentioned alt text can fall short if you’re not careful. Watch out for these common mistakes:

  • Leaving alt text blank (unless the image is purely decorative)
  • Using vague or generic text like “image” or “picture”
  • Overloading it with keywords just to try and rank
  • Adding alt text to purely decorative elements, like background shapes or icons—these don’t need it and can clutter up accessibility tools

When in doubt, ask yourself: If I couldn’t see this image, would this alt text give me a clear picture of what’s there?

How to Add Alt Text on Your Website

Alt text is easy to add, especially if you’re using a website builder like WordPress, Squarespace, or Wix.

Here’s how to do it on most platforms:

  • Click on the image in your media library or on your page
  • Look for the field labeled “Alt Text” or “Image Description”
  • Type in your descriptive text and save

Pro tip: You don’t have to go back and add alt text to every single image you’ve ever uploaded. Just start with new content going forward and make it a regular part of your SEO process.

Alt Text as Part of a Bigger SEO Strategy for Private Practices

While alt text is a powerful tool, it’s just one piece of the SEO puzzle for private practices. Think of it as a supporting player alongside other key elements like:

  • Strong page titles and meta descriptions
  • Keyword-optimized headers and content
  • Mobile-friendly design and fast loading speed
  • Clear calls to action and user-friendly navigation

But don’t underestimate what alt text can do. Over time, these small, thoughtful optimizations add up. They help search engines (and potential clients) find your site more easily.

Final Thoughts: Small Steps, Big Impact

Alt text might not be the flashiest part of your SEO strategy, but it’s one of the easiest to implement and it can make a real difference.

If you’re ready to improve SEO for your private practice, start small: review the images on your homepage, update your alt text, and move forward with intention. A few thoughtful tweaks today can lead to better visibility, better accessibility, and ultimately, more clients finding the care they need.

Boost Your Private Practice’s SEO with Help from Simplified SEO Consulting

Want to make sure your website’s images are working for you—not against you? At Simplified SEO Consulting, we specialize in helping private practice owners enhance their online presence through smart, strategic SEO. This includes often-overlooked elements like alt text. Getting started is easy:

  1. Schedule a free SEO consultation.
  2. Get expert insight on optimizing your site’s content from an SEO specialist.
  3. Boost your visibility and attract more of your ideal clients.

Other Services Offered at Simplified SEO Consulting

Our team of SEO specialists offers a wide range of services designed to help private practice owners strengthen their online presence. Whether you’re looking for a fully managed experience or prefer to learn the ropes yourself, we’ve got you covered. Our Done-For-You SEO Services take care of everything from keyword strategy to optimizing your site’s content and images. Yes, this includes alt text!

Prefer a hands-on approach? Our DIY SEO Online Courses walk you through exactly how to boost your own site’s visibility with confidence.

Looking for something more tailored? Our SEO Strategy Package delivers a custom plan built around your practice’s goals, while our SEO Consulting Package offers expert-level feedback and solutions for specific SEO challenges. We also offer Technical SEO support to fine-tune your site’s performance, Local SEO services to help you show up in nearby searches, and Stand-Alone Copywriting to ensure your content speaks to both search engines and potential clients.

And if you’re hungry for more insights, check out our blog! It’s packed with practical tips and strategies to help private practices thrive online.

About the Author

A mental health SEO specialist at Simplified SEO Consulting smiles while the sun shines behind her.

Alex is one of our knowledgeable SEO specialists with a passion for helping private practice owners strengthen their online presence. Her goal is to not only improve rankings, but also to help clients understand why their efforts matter, making SEO a more empowering part of running a successful practice. Alex takes pride in guiding clients toward steady progress that leads to real results over time.

Ready to take the next step? Book a free consultation with our team to see how we can support your practice’s growth.

Imagine this…You’re a therapist, and you’ve just begun offering a new service for clients. You create a service page with all the essential information and publish it on your website, excited to reach your ideal clients. But when you search for it on Google, it’s nowhere to be found.

That’s when you discover that your page hasn’t been indexed, meaning Google hasn’t added it to its database of search results. Without indexing, your page is practically invisible online, making it impossible for potential clients to find you.

So, why isn’t your website or new pages showing up on Google, and how can you fix it? Let’s break it down.

A close up of google search console in a search bar. Learn how seo for counselors can be improved by searching for how to rank on google for therapists.

What Does It Mean for a Website to Be Indexed?

Before Google can display a page in search results, it first needs to crawl and index it. Crawling is when Google’s bots (also known as spiders) scan your website’s pages, following links to discover new content. If Google determines that a page is valuable and meets its criteria, it indexes the page, meaning it stores it in its database to be retrieved for search queries.

If a page isn’t indexed, it means Google either hasn’t found it yet or has chosen not to include it in search results for some reason. Understanding why this happens is the first step toward getting your pages indexed.

Common Reasons Your Website (or Pages) Aren’t Indexing

1. Google Hasn’t Crawled Your Site Yet

If your website or a new page was recently created, Google may simply not have crawled it yet. This is especially common for brand-new websites or pages that aren’t linked from anywhere else on your site.

How to Fix It:

  • Go to Google Search Console (GSC) and use the URL Inspection Tool to check if the page is indexed.
  • If it’s not indexed, click “Request Indexing” to prompt Google to crawl it.
  • Ensure your site has a properly configured XML sitemap, which helps Google discover all of your pages faster.

Reminder: Anytime you update a page—whether you add an image, change a paragraph, or optimize content—you should request re-indexing in Google Search Console to speed up the process.

2. Your Page Has a ‘Noindex’ Tag

Sometimes, a website’s settings may accidentally tell Google not to index a page. This happens when a “noindex” tag is added to the page’s code.

How to Fix It:

  • Use Google Search Console’s URL Inspection Tool to check if a page is marked as “noindex.”
  • If you find a “noindex” tag in the meta code, remove it from the page settings in your website’s backend.
  • Once removed, request indexing again in Google Search Console.

3. Crawl Errors Preventing Indexing

Google may have tried to crawl your page but encountered an issue, like a 404 error (page not found) or a server issue (5xx error).

How to Fix It:

  • Check Google Search Console’s Coverage Report to see if there are crawl errors.
  • If pages are returning 404 errors, make sure the URL is correct and hasn’t been deleted.
  • Fix any server errors (5xx) by checking with your web hosting provider.

Reminder: If you delete a page and replace it with a new one, make sure to set up a 301 redirect to help Google (and visitors) find the new page.

Image of a magnifying glass and a no symbol. With the support of Simplified SEO Consulting you can begin working on getting your website higher in search results and finding your ideal clients!

4. Duplicate or Low-Quality Content

Google prioritizes unique, high-quality content, so if your page is too similar to another one (on your site or elsewhere), it may not be indexed.

How to Fix It:

  • Use unique, original content on each page.
  • If you have similar pages, use canonical tags to tell Google which version to prioritize.
  • Ensure each page adds value by providing useful, well-written information.

5. Your Page Has No Internal or External Links

Google discovers new pages by following links. If no other pages on your website link to your new content, it may not get crawled.

How to Fix It:

  • Add internal links to the new page from your homepage, relevant blog posts, or service pages.
  • Get backlinks from trusted external websites (like directories, blogs, or referral sources) to boost visibility.

Reminder: When you make any major updates to a page (such as adding internal links or restructuring content), always request re-indexing to ensure Google registers the changes quickly.

How to Check Indexing Status in Google Search Console

Google Search Console (GSC) is your best tool for tracking indexing issues. Here’s how to check if your page is indexed:

  1. Go to Google Search Console.
  2. Enter the page URL in the URL Inspection Tool.
  3. If it says “URL is not on Google”, click “Request Indexing.”
  4. If there are errors, follow GSC’s recommendations to fix them.

Additional Tips to Get Indexed Faster

Final Reminder: Every time you add, edit or update content, you should request re-indexing in Google Search Console. This ensures Google registers your changes and updates search results accordingly.

Image of a smiling professional woman sitting at a desk working on a laptop. Learn how to find your ideal client through Google search results and see your clicks increase with the help of Simplified SEO Consulting.

Getting Your Website Seen by the Right Audience

If your website or a specific page isn’t showing up on Google, don’t panic! It’s often due to one of the common indexing issues we covered. By using Google Search Console, fixing crawl errors, improving content, and ensuring proper linking, you can help your pages get indexed and start appearing in search results. 

If you’re still struggling with indexing, reach out to an SEO specialist for deeper analysis and technical SEO support. Your website deserves to be seen by the clients who need your services the most!

Strengthen Your Therapy Practice’s Online Presence with Simplified SEO Consulting

Looking to attract more of your ideal clients and enhance your website’s search rankings? Simplified SEO Consulting specializes in helping therapists and private practice owners improve their digital visibility. Getting started is simple:

  1. Book a free SEO consultation
  2. Work with an experienced SEO expert
  3. Optimize your website and connect with the right clients!

Additional Services Offered at Simplified SEO Consulting

Our team of SEO professionals offers a variety of services to help you refine your website and improve your reach. Whether you prefer a hands-off approach or want to take charge of your SEO, we have options for you. Our Done-For-You SEO Services handle everything from keyword research to content optimization, while our DIY SEO Online Courses empower you to build your own SEO skills.

For a more customized strategy, our SEO Strategy Package provides a tailored action plan, and our SEO Consulting Package offers expert guidance on specific SEO roadblocks. We also provide Technical SEO support to enhance your website’s functionality, Local SEO optimization to improve rankings in your area, and Stand-Alone Copywriting for compelling, search-optimized content.

Plus, don’t forget to explore our blog, where we share valuable SEO insights and practical tips to help therapists succeed online!

Photo of Brianna Joplin, a mental health SEO specialist who offers SEO for therapists at Simplified SEO Consulting. Begin finding your ideal clients by showing up in Google search results. Learn how here!

About The Author

Brianna is one of our skilled Mental Health SEO specialists who thrives on enhancing client websites and working closely with them to achieve their private practice SEO goals. She takes pride in simplifying the SEO process, offering step-by-step guidance to make it more approachable. Brianna’s ultimate aim is to create a positive SEO experience, equipping clients with the knowledge and confidence to improve their website rankings effectively.

If you’re looking for expert SEO support, book a consultation with our team to explore how we can assist you!