You’ve got enough on your plate; managing a full caseload, responding to emails, writing notes, and maybe squeezing in a lunch break. So when it comes to marketing your practice, it makes sense to wonder: What’s actually worth my time?

We get this question a lot from therapists, dietitians, and other helping professionals:

“Should I focus more on social media or SEO?”

Here’s the honest answer: it depends on your goals, your capacity, and how quickly you’re hoping to grow.

SEO helps new clients find you when they search for services like “trauma therapy in Atlanta” or “holistic nutritionist near me.”

Social media builds trust, shows your face, and helps current and future clients connect with you over time.

Both work, but in different ways. And if you’re strategic, they can actually work together to boost your visibility, grow your practice, and reduce your stress around marketing.

In this blog, we’re breaking down the difference between SEO and social media, how they support your practice in their own way, and what you really need to know to decide where to focus your energy.

A biracial woman sitting near a window working on her laptop as she looks curiously. If you're a professional wondering if you should work on SEO or social media, we're here to help. Read our blog for more info!

What Social Media Does for Your Practice

Think of social media as your practice’s personality. It’s where you get to show up as you, the human behind the credentials. Whether you’re sharing mental health tips, giving a peek behind the scenes of your therapy room, or posting client success stories (HIPAA-compliant, of course), social media helps potential clients get a feel for who you are.

And for helping professionals, that trust is everything.

Here’s what social media can do:

  • Build trust and connection: Clients are more likely to reach out when they’ve seen your content and feel like they already know you.
  • Extend your reach: Platforms like Instagram, TikTok, and LinkedIn help you connect with your ideal clients before they even start searching on Google.
  • Keep your audience engaged: Whether they’re past, current, or future clients, social media is a great way to stay top-of-mind with valuable, educational, or even entertaining content.
  • Promote events or openings: Got a group starting soon? Openings for new clients? Social media lets you announce it in real time.
  • Humanize your brand: Your posts reflect your approach to care. That emotional connection goes a long way.

But here’s the thing: social media tends to work best when people are already watching. It’s amazing for connection and conversion, but you’ll need a little more than hashtags and trends to help new people discover you, which is where SEO steps in.

What SEO Actually Helps You With

While social media is all about connection, SEO is your long game. It’s how people find you when they’re not already following you, when they go to Google and type something like “trauma therapist in Atlanta” or “online ADHD evaluations for adults.”

That’s where search engine optimization (SEO) comes in.

SEO helps your website rank for the phrases your ideal clients are already searching for. That means when someone’s ready to make a decision—like finding a new therapist, scheduling a consultation, or looking into services—you’re showing up right when they need you.

Here’s what good SEO can do for your practice:

  • Increase your visibility: When your site ranks on the first page of Google, more people see it. Simple as that.
  • Drive the right traffic: SEO isn’t about random clicks, it’s about attracting people who are actively searching for the support you offer.
  • Boost your ROI over time: Unlike paid ads or boosted posts, SEO continues to work even when you’re not actively marketing.
  • Build a strong foundation: Optimized pages, blogs, meta descriptions, and internal links all help search engines and users navigate your site easily.
  • Prepare for the future of AI search: With tools like Google’s SGE (Search Generative Experience) rolling out, your content needs to be more structured and answer-based. Good SEO now helps you adapt to what’s next.

If social media is the handshake, SEO is the Google Maps pin. And if you’re only investing in one? You might be missing half of the people who need you. A notebook with different SEO terms written in colorful pens. SEO can help you rank higher on Google & reach your ideal clients. Learn more about our SEO packages here.

Which One Should You Start With?

If you’re asking yourself “Do I need SEO or social media?”, the answer depends on where your practice is right now.

Social Media Might Be a Better Fit If…

You already have steady traffic to your website and want to build stronger relationships with your community. At this stage, social media can be a great tool for nurturing those visitors, creating trust, and getting repeat engagement.

For example:

  • You have blog posts that are ranking, but want to drive more eyes to them through shares and stories.
  • You’re active in your community and want a space to showcase events, FAQs, or groups coming up.
  • You’re comfortable on camera or enjoy educating your audience with reels, carousels, or quick tips.
  • You want to humanize your brand and build emotional connection.

This is where a well-integrated SEO and social strategy can be incredibly powerful. By sharing optimized blogs, linking back to your services, and using relevant keywords in your captions, your social content can directly support your SEO goals.

SEO Might Be a Better Fit If…

You’re a newer practice or just launched a website, especially if you’re not showing up in search results yet. SEO sets the groundwork so people can actually find you when they’re Googling.

For example:

  • You don’t have many (or any) blog posts yet.
  • Your service pages aren’t ranking for your target keywords.
  • You’re not showing up for location-based searches like “EMDR therapist in Minneapolis.”
  • You’re not sure how to structure your site or write content that helps Google understand what you do.

Getting your SEO set up first is like putting down roots. Once Google understands your site and starts indexing your pages, you can then start layering in social media as a tool to amplify that visibility.

What Services Does Simplified SEO Consulting Offer?

An individual holding a phone with social media notifications popping up. Representing how social media management can help you connect with ideal clients. Read our blog to learn more. Whether you’re starting from scratch or looking to refine your current strategy, Simplified SEO Consulting offers a variety of options to meet your practice’s specific marketing needs.

SEO Packages: Choose the Level of Support You Need

We know there’s no one-size-fits-all approach when it comes to ranking on Google. That’s why we offer multiple packages that meet you where you’re at:

Monthly Optimization Packages

Our DFY package is great for long-term growth. We optimize a set number of your pages or blogs each month, implement internal linking strategies, and offer regular check-ins to assess keyword rankings, analytics, and next steps. This is ideal for professionals with a solid content base who want to steadily climb in rankings.

SEO Strategy Sessions

Want expert guidance without full implementation? Book a call to pick our brain, ask questions, and get a roadmap for your own DIY efforts. These sessions are tailored to your niche and stage of growth.

Technical SEO

Behind-the-scenes SEO matters, too. Our technical SEO service focuses on improving site speed, structure, indexing, and fixing any technical barriers to ranking.

Copywriting Services

Have great ideas but don’t have the time (or energy) to turn them into polished, optimized content? Our copywriter is here to help.

We specialize in creating content that sounds like you, but elevated for search engines. Whether you need fresh service pages that connect with ideal clients or blog posts that drive traffic and provide value, we’ve got you covered.

Social Media Management: Show Up Consistently, Without the Burnout

We also offer a Social Media Management Package designed specifically for helping professionals. Our team creates custom graphics, reels, carousels, and captions that align with your SEO goals and brand voice. We post 3 times a week, schedule ahead, and tailor content for platforms like Instagram, Facebook, and LinkedIn. This package helps you:

  • Stay visible and top of mind
  • Educate your audience with ease
  • Boost engagement without doing it all yourself
  • Repurpose SEO content into social-friendly posts

We’re all about working smarter, not harder, and helping professionals build an authentic online presence without the overwhelm.

Not Sure Where to Begin?

Whether you’re just starting out or looking to expand your reach, Simplified SEO Consulting has the tools, strategies, and team to support your goals. From hands-on SEO optimization and social media management to expert copywriting and personalized strategy sessions, we’re here to help you connect with more of your ideal clients, without the burnout.

  1. Curious which option is right for you? Let’s chat! Schedule a free consultation.
  2. Explore our blog posts for more information on social media and search engine optimization.
  3. Let’s help you figure out the next best step for your practice’s growth.

About the Author

Olivia Ferguson is the Social Media Specialist at Simplified SEO Consulting, where she helps private practice owners and helping professionals grow their online presence with strategic, story-driven content. With a background in social work from Central Michigan University, Olivia combines her passion for mental health with a love for marketing that actually feels human.

TL;DR:

Search has shifted dramatically in the last year. AI Overviews, ChatGPT-style tools, and social search mean people are still searching for therapists, but they are clicking less because they get answers faster. Declining click-through rates are an industry-wide behavior change, not a sign that demand is falling for your practice. SEO is evolving into Answer Engine Optimization (AEO), where the goal is to be included in AI-generated answers, not just ranked for clicks. Therapists are well-positioned because AI favors specific, helpful, human, and nuanced content. Success in 2025 looks like steady inquiries and broad visibility across platforms, supported by a strong traditional SEO foundation plus AI-ready strategies like AEO and GEO.

Changing Search Behavior

Over the past 12 to 18 months, search behavior has changed faster than at any point in the last decade. Google’s introduction of AI Overviews, the rise of conversational tools like ChatGPT and Perplexity, and the growing use of social platforms as search engines have reshaped how people gather information.

For many private practice owners, the first noticeable sign of this shift has been a decline in traditional SEO metrics, especially website traffic and click-through rates. Those drops can feel unsettling. They often spark a very real question: Is SEO still working for therapists, or are small practices losing visibility?

This post is here to answer that clearly, with context and data. We will walk through:

  • What has changed in search
  • Why click-through rates are dropping across every industry
  • What these shifts actually mean for therapists
  • Why declining clicks do not mean declining demand
  • Which metrics and strategies matter most in the new AI-shaped landscape

By the end, you will understand how clients are finding information now, what real visibility looks like in 2025, and how your practice can remain discoverable even as fewer people click in traditional ways.

Therapist professional working on a laptop in a warm, neutral office, symbolizing how SEO for Therapists now blends traditional search with AEO and GEO in the AI era.

The Search Shift: What Is Actually Happening?

We are living through one of the most dramatic changes to search behavior in over a decade. This is not just another Google update. It is a wide-scale shift in how humans seek answers.

In mid-2024, Google rolled out AI Overviews. Almost immediately, user behavior began to change. A multi-month study from Seer Interactive revealed something surprising:

  • When AI Overviews appeared at the top of search results, people clicked far less on both organic listings and paid ads.
  • Organic click-through rates dropped by roughly 61%.
  • Paid click-through rates fell by about 68%.
  • Even when AI Overviews were not present, clicks still declined by more than 40%.

At first glance, that sounds like a disaster. But the deeper message is more important.

People are not abandoning search. They are simply getting what they need faster.

In the old search world, clicking was necessary. You had to open multiple websites to find an answer. Today, clicking is optional.

Sometimes people get their answer from the AI summary at the top of Google. Sometimes they take the same question to ChatGPT or Perplexity. Sometimes they search directly on TikTok, YouTube, or Instagram. Sometimes they skim a short excerpt and move on. What they are doing less of is clicking through several websites. So click-through rates are falling not because your practice is less relevant, but because search has become more efficient. That is the moment many therapists breathe a little easier, because this is not a failure of SEO. It is a change in human behavior. And whenever human behavior changes, marketing has to adapt, not panic.

Why Falling Click-Through Rates Are Not Bad News

It makes complete sense that a therapist might feel alarmed when clicks drop. Your website is not just a marketing asset. It represents hope. Hope to reach people who are struggling. Hope to fill a caseload. Hope to grow something stable and sustainable. So when clicks fall, it can feel like progress is slipping away. But lower clicks do not mean lower interest, lower trust, or lower demand. They mean people need fewer steps to make decisions. In fact, several helpful outcomes are emerging from this shift.

AI satisfies early-stage questions

Many people used to click six or seven links just to educate themselves before reaching out. Now they can read a summary, ask follow-up questions conversationally, and clarify their needs long before landing on a therapist’s site.

That means when someone does click your website in 2025, they are often closer to taking action.

AI-based traffic converts better

Large platforms, including HubSpot, have reported that traffic from AI tools converts around three times higher than traditional organic search traffic.

In simple terms, when a potential client reaches your site today, they are more likely to be genuinely motivated.

They have already self-filtered.
They have already clarified what they are looking for.
They are closer to being ready.

Visibility matters more than raw traffic

A person can see your name inside an AI Overview, read a snippet from your site, or encounter your practice in a conversational answer without ever clicking. You may never see that moment in your analytics, but it still builds familiarity.

And familiarity is one of the strongest predictors of whether someone feels safe enough to reach out for therapy.

SEO Is Evolving Into AEO, and Therapists Benefit

SEO is not disappearing. It is transforming.

Historically, SEO success looked like this:

  • Rankings → Clicks → Clients

But search engines and AI tools no longer return just a list of websites. They return answers. Sometimes they cite brands. Sometimes they reference practitioners. Sometimes they pull and paraphrase content directly.

So the goal shifts from:
“How do I get someone to click my site?”

To:
“How do I make sure my practice is included when AI gives the answer?”

This is Answer Engine Optimization, or AEO.

And therapists are uniquely well positioned for this shift.

Why? Because AI engines gravitate toward content that is:

  • genuinely helpful
  • compassionate and human
  • high-quality
  • specific and nuanced
  • rooted in real expertise
  • written in a natural tone

That is exactly what strong mental health content already is.

AI engines can detect depth. They pick up clarity. They respond to emotional precision. They strongly prefer content that feels human, not generic.

Your voice, your expertise, and your authenticity are powerful search assets now.

Woman relaxing on a couch while reading an AI-generated answer on a tablet, showing how AEO-driven results help clients gain clarity before choosing a therapist.

Redefining What “Success” Looks Like in 2025

Because this shift is so big, it requires a new definition of success.

In the past, a therapist might focus on metrics like:

  • number of clicks
  • number of sessions
  • raw website traffic
  • keyword rankings

But in an AI-shaped search world, those numbers do not tell the full story. Someone may see your practice name, recognize your brand, and remember you later, even without clicking. Someone may read a summary of your page inside an AI Overview without ever landing on your site. Someone may explore options through AI, then follow up days later based on what they already learned. The journey is no longer linear. It is a web of micro-touchpoints.

So what does success mean now?

Success means visibility, not just traffic

Your name needs to exist in the spaces where clients gather information, even if the click comes later.

Success means recognition

Repeated exposure builds trust. If your practice shows up consistently in answers about anxiety, trauma, or burnout, that repetition helps clients feel safe with you.

Success means quality over quantity

Ten well-prepared visitors who convert are more valuable than 300 casual readers who are only skimming.

Success means a healthy practice

If inquiries, consults, and bookings remain steady or rise, your marketing is working, even if your traffic chart looks different than it did two years ago.

Why Multi-Platform Visibility Matters More Than Ever

AI does not pull answers only from your website. It draws from your wider digital footprint, such as:

  • your website content
  • social media presence
  • directory listings
  • mentions on other reputable websites
  • interviews and podcasts
  • YouTube content
  • Reddit or forum conversations
  • local organization listings
  • community engagement

This does not mean you need to be everywhere. It means you need to be present where it matters most, in ways that feel ethical and aligned with your values.

At Simplified SEO Consulting, we focus on two visibility pillars.

1. Ethical professional mentions

These are thoughtful, relevant references to your practice on trusted sites. Not spammy backlinks. Not random outreach. Not forced placements.

They are professional citations in the places your practice naturally belongs, which builds credibility in a way Google trusts and AI recognizes.

2. Light but consistent social presence

Not daily posting.
Not chasing trends.
Not performing online.

Just a steady presence that signals to humans and algorithms:
“This practice is active, credible, and relevant.”

Together, these create the ecosystem of visibility that AI platforms rely on.

The New Content Strategy: Hyper-Specific and Authentically Human

Broad “ultimate guide” posts are not what earns visibility anymore.

Instead, the content that performs best is:

For example:

Instead of:
“A Guide to Anxiety”

Content performs better when it is more focused, like:
“Why High-Achieving Women Often Do Not Recognize Their Anxiety, and What It Means in Daily Life”

Instead of:
“How Trauma Shows Up”

AI responds better to depth and specificity, like:
“What Trauma Can Look Like in Mothers Who Seem to Have It All Together”

AI engines reward content that:

  • reflects lived expertise
  • demonstrates psychological insight
  • answers a focused question
  • provides structure
  • includes mini-stories or examples
  • feels human in tone and pacing

This is where mental health professionals naturally shine.

The Role of Branded Long-Tail Keywords in AEO

One simple, powerful shift we have made recently is changing how service and location pages end.

Instead of a generic heading like:
“Contact us today”

We use branded long-tail phrasing, like:
“Begin Your Eating Disorder Recovery with Bloom Psychological in Tampa, Florida.”

That single sentence reinforces:

  • your brand name
  • your service
  • your location
  • your identity as a trustworthy entity
  • emotional reassurance for the reader

It is a small change with big impact.

Over time, it strengthens the connection between your name and your specialty, which increases how often AI tools include you in answers.

You become more than a website. You become a recognized entity.

Therapist at a desk writing a blog outline beside sticky note topics, illustrating human-centered SEO for Therapists content that performs well in AEO and GEO.

Why This Shift Is Good for Therapists

If there is one message to hold onto, it is this:

Search is not collapsing. It is evolving. And in many ways, it is evolving in a direction that supports therapists.

Therapists are:

  • Natural teachers.
  • Natural guides.
  • Natural explainers.
  • Natural storytellers.
  • Natural, compassionate communicators.

That is exactly what Google and AI systems are prioritizing now.

You do not need to chase trends, become an influencer, or publish ten blogs a month.

You simply need to:

  • show up consistently
  • answer questions deeply
  • demonstrate your expertise
  • build a few trusted visibility touchpoints
  • allow your brand to become part of the answer

This shift is not about losing clicks.

It is about gaining clarity.
It is about positioning yourself differently.
It is about meeting clients where they are today.

And when therapists embrace that shift, even gently, what we see again and again is increased trust, healthier caseloads, and more sustainable visibility.

Ready to Stay Visible in the AI Search Era?

Search is changing fast, but you do not have to figure it out alone. At Simplified SEO Consulting, we help therapists stay discoverable by blending the best of both worlds.

We start with a strong traditional SEO foundation that supports long-term rankings, trust, and website health. Then we build on it using AI best practices for:

  • AEO (Answer Engine Optimization): so your practice shows up in AI Overviews and conversational tools when people ask real therapy-related questions.

  • GEO (Generative Engine Optimization): so your content and brand are recognized, cited, and surfaced across the growing ecosystem of generative search platforms.

The goal is simple. When AI gives the answers your future clients are looking for, your practice is part of that answer. If you want a visibility strategy that is ethical, sustainable, and built specifically for helping professionals, we would love to support you.

Reach out to Simplified SEO Consulting today, and let’s build an AI-ready presence on top of SEO that already works.

Services Offered at Simplified SEO Consulting

At Simplified SEO Consulting, we provide a range of services to help helping professionals achieve their goals and grow their practices:

About the Author

As a passionate advocate for workplace inclusivity and cultural transformation, Mary Walker brings a wealth of experience in helping organizations navigate the complexities of political unrest and intolerance. With a focus on fostering environments rich in gratitude and empathy, Mary believes that true success stems from embracing both cohesion and diversity. Her insights are grounded in years of hands-on experience in promoting mutual respect, equality, and ethical alignment within diverse teams.

In her work, Mary has seen the transformative power of empathy in action, turning conflict into connection and helping organizations thrive even in challenging times. Through blogging, consulting, and in-depth workshops, she educates and inspires leaders to prioritize employee well-being and open dialogue.

With a commitment to continuous learning and adaptation, Mary collaborates with businesses to implement innovative practices that align personal and professional values with the overarching mission of the organization. At Simplified SEO Consulting, she is dedicated to demystifying SEO and equipping businesses with the tools needed for growth in an ever-evolving digital landscape.

Driven by a vision of inclusive and supportive work environments, Mary emphasizes the importance of both diversity and moral alignment, helping companies build cultures that are both ethically grounded and innovative. Whether you’re looking to refine your company’s cultural strategies or enhance your online presence, Mary is your guide to creating a more cohesive and effective workplace. Embrace diversity, nurture it, and see your organization not only survive but thrive.

If you’ve been hearing the buzz about Generative Engine Optimization (GEO) lately, you might also have seen bold claims like “SEO is dead” or “AI is replacing Google.”

For many helping professionals, therapists, coaches, dietitians, and other service providers, statements like these can feel overwhelming. You’ve already worked hard to get your website ranking in search engines. Now there’s talk of a whole new kind of optimization? And what about all the SEO work you’ve done so far — is it suddenly irrelevant?

Side-by-side comparison chart labeled “GEO isn’t replacing SEO – it’s expanding it,” listing what stays the same in SEO (high-quality content, authority signals, site structure) and what changes with GEO (AI-generated answers, conversational keywords, brand perception in AI tools), highlighting that SEO is not dead and continues to drive Google rankings and AI search results in the United States.

Here’s the truth: SEO is not dead. It’s evolving.

GEO is not a replacement for SEO. Instead, it’s the next chapter in how we help people find you online — and the most effective approach in 2025 will combine both traditional SEO and GEO strategies to help you be visible to both humans and AI.

My Perspective After Digging Into GEO

Recently, I’ve been doing a lot of research into Generative Engine Optimization, or GEO, and how it impacts traditional Search Engine Optimization (SEO). The consensus across the board is clear: both are necessary.

While some older SEO tactics aren’t as important as they used to be — such as relying solely on keywords or pushing out content purely for quantity — the foundation of traditional SEO still drives GEO success.

Here’s why:

Yes, GEO is changing how SEO functions, but it’s more of an evolution and merging of concepts than a replacement. GEO builds on the strong foundation of traditional SEO, adapting it for a world where AI plays a bigger role in how people find answers.

What Exactly Is GEO?

Generative Engine Optimization (GEO) is the practice of optimizing your content so it shows up and is cited in AI-generated answers.

Traditionally, when people search for something online, they type keywords into Google, scroll through the list of results (Search Engine Results Pages, or SERPs), and click on the link that seems most relevant. That’s where traditional SEO shines — helping your site rank higher so people click through.

But with the rise of AI-powered search tools like Google’s AI Overviews, Bing Copilot, ChatGPT, Gemini, and Perplexity, many searches now skip the full results list. Instead, the AI generates a direct answer to the question, often pulling pieces of information from multiple websites.

GEO focuses on making sure your content is one of those sources — so when AI provides an answer, it cites (and ideally links to) your site.

GEO vs. SEO: The Key Difference

Think of it this way:

  • SEO: Competing for a spot on the results page to earn a click.
  • GEO: Competing to be part of the AI’s actual answer — visible even without a click.

With SEO, you measure success in rankings and clicks. With GEO, you measure citations, brand mentions, and visibility inside AI-generated summaries.

But here’s the kicker: AI still pulls from well-optimized, trustworthy sites — which means strong SEO is the first step toward GEO success.

Diagram labeled “GEO + SEO Strategy Path” showing the progression from SEO to human tone content, schema markup, and AI structure, illustrating how websites can appear in both Google rankings and AI search results across the United States, emphasizing that SEO is not dead but evolving with GEO.

Why GEO Builds on, Not Replaces, SEO

Here’s why the best results come from combining both approaches:

1. Traditional search is still huge

Billions of searches happen the “old-fashioned” way every day. Many of your potential clients still scroll through results and click links to learn more.

2. GEO depends on SEO signals

AI models tend to use high-authority, well-structured sites as sources. If your site doesn’t have those signals in place, your chances of being cited drop.

3. SEO helps both people and AI

Things like fast load speeds, mobile-friendly layouts, and clear navigation help real visitors — and also make it easier for AI to read your content.

4. GEO visibility boosts brand trust

Even if someone doesn’t click through, seeing your practice name in an AI answer builds familiarity and credibility.

How AI-Generated Answers Are Changing Search

Let’s say a potential client types:
“What is EMDR therapy and how does it help with trauma?”

Traditional search: They see a list of results, maybe your EMDR page ranks in the top five.

AI-powered search: They see a paragraph explaining EMDR, often followed by a few cited sources. If your content is clear, well-structured, and authoritative, you might be one of them, giving you visibility even without a click.

A Step-by-Step Approach to Blending GEO and SEO

You don’t have to choose between them. The best strategy in 2025 is to layer GEO tactics on top of your SEO foundation.

1: Keep SEO Fundamentals Strong

  • Keyword research to understand client search behavior
  • On-page optimization with clear titles, meta descriptions, and headings
  • In-depth content that thoroughly answers real questions
  • High-quality backlinks to signal authority
  • Technical health for speed, mobile performance, and navigation

2: Structure Content for AI

  • Use bullet points, numbered lists, and tables
  • Add FAQ sections with direct, concise answers
  • Include clear definitions for important terms
  • Use descriptive headings for each section

3: Implement Structured Data (Schema)

  • FAQPage for Q&A sections
  • HowTo for step-by-step guides
  • Article for blog posts
  • LocalBusiness for your practice details

4: Write for Humans in a Conversational Style

  • Use natural, approachable language
  • Anticipate follow-up questions within the same article
  • Explain jargon in plain terms

5: Monitor and Adapt

  • Test searches in AI platforms to see if your content appears
  • Track brand searches — increases may indicate AI visibility
  • Experiment with quick answers, videos, or infographics

If Someone Says “SEO Is Dead”… They are Dead Wrong

If someone approaches you, stands up, and loudly declares that SEO is dead — that it’s no longer a viable way to get your website, your practice, or your business seen online — they are sadly mistaken.

This kind of statement is often fear-mongering designed to grab attention and push people toward one narrow way of thinking. At Simplified SEO Consulting, we take a more measured approach. We do our research, test our methods, and look carefully at how both SEO and GEO work.

The reality? Both concepts are accurate in their own way, and when combined, they create a more powerful, comprehensive optimization strategy. Together, they help your website appear in traditional search results, AI-powered search answers, and beyond.

Illustration showing the relationship between SEO and GEO, with icons for human heads, technology, handshake, award, and growth chart, representing how traditional SEO powers Generative Engine Optimization (GEO) in AI search results and Google rankings across the United States, reinforcing the message that SEO is not dead.

The Bottom Line: GEO + SEO = Full Optimization

Generative AI isn’t replacing SEO, it’s reshaping it. GEO is about speaking to AI while SEO is about speaking to people — and in today’s world, you need to do both.

At Simplified SEO Consulting, we help Helping Professionals navigate this evolution without the overwhelm. We keep your SEO foundation strong while integrating GEO strategies that ensure you’re seen in both traditional search results and AI-generated answers.

Because the most effective optimization strategy in 2025 isn’t about choosing humans or AI, it’s about connecting with both.

Ready to Show Up Everywhere Your Clients Are Searching?

At Simplified SEO Consulting, our Done-For-You SEO Services go beyond traditional optimization — we integrate both Generative Engine Optimization (GEO) and Search Engine Optimization (SEO) so your website is ready for today’s search and tomorrow’s innovations.

We handle every step for you — from in-depth keyword research and on-page optimization to structuring your content for AI-generated answers — so you can focus on what you do best: serving your clients.

With our expert team on your side, your practice won’t just rank higher in Google search results, it will also earn visibility in AI-powered answers, helping potential clients find you faster, trust you sooner, and choose you with confidence.

Don’t get left behind in the shift toward AI-driven search. Let us make sure your online presence works seamlessly for both humans and AI.

Schedule your free consultation today and discover how our DFY services can help you stand out everywhere it matters.

Services Offered at Simplified SEO Consulting

At Simplified SEO Consulting, we provide a range of services to help helping professionals achieve their goals and grow their practices:

About the AuthorMary Walker headshot in an office setting. As the owner of Simplified SEO Consulting its her mission to help you get to the top of the SEO rankings.

Mary Walker is the owner and lead strategist at Simplified SEO Consulting, a nationally recognized agency specializing in helping therapists, coaches, and other helping professionals increase their online visibility. With years of hands-on experience in both the technical and human sides of marketing, Mary has guided countless private practices to measurable growth through ethical, results-driven SEO.

Armed with Master’s degrees in Digital Marketing and Psychology, Mary brings a unique advantage to the field — the ability to combine data-driven optimization techniques with a deep understanding of how people search, decide, and connect. She is widely regarded for her ability to translate complex SEO concepts into clear, actionable strategies that empower clients to thrive in competitive online spaces.

As a business owner herself, Mary knows the demands of balancing leadership with real life. That’s why she has built Simplified SEO Consulting around principles of collaboration, psychological safety, and mutual support, ensuring both clients and her team feel seen, valued, and set up for success.

Beyond rankings and analytics, Mary’s mission is to help helping professionals grow with confidence, clarity, and purpose — creating sustainable visibility that leads to lasting impact. When she’s not advising clients or mentoring her team, you can find her cheering on her favorite football teams, spending time with her five kids, or unwinding with crochet projects that bring a moment of calm to her busy life.

You pour your energy into helping others feel their best. Whether you’re a chiropractor, functional medicine doctor, doula, or acupuncturist, your focus is on your clients’ well-being.

But here’s the thing. Is your website doing the same for you?

Having a beautiful website is great, but if no one can find it, you’re missing out on reaching people who need your care. Your ideal clients are out there searching. And SEO is what helps them land on your page instead of someone else’s.

If you’ve ever wondered what it means to have an SEO-ready wellness website, you’re in the right place. At Simplified, we’ve worked with hundreds of helping professionals to help their websites get found. And now, we’re expanding our services to support holistic health professionals like you.

Let’s take a closer look at what makes a website ready to show up and serve.

A blank laptop screen open on a desk sitting near a notebook & other technology. Discover how our SEO for functional medicine doctors can help your website reach the 1st page of Google. Reach out today to learn more.

New to SEO for Holistic Health and Well-being? Start Here.

If you’re reading all this and thinking, “Okay… but I still don’t totally know what SEO is,” you’re not alone. Many of the helping professionals we work with start in the exact same place.

Let’s break it down.

SEO (Search Engine Optimization) is simply the process of helping your website show up when someone types a question or phrase into Google. The goal is to get your site in front of the right people, your ideal clients, at the right time.

Here’s a quick example:

Let’s say you’re a holistic chiropractor in Boulder. Someone searches “natural back pain relief in Boulder.” If your site is SEO-optimized, that person is more likely to find you at the top of the results, instead of someone two towns over or someone ranked on the 5th page.

SEO helps you:

  • Get found by the clients who need your services
  • Build credibility online
  • Fill your schedule without relying only on referrals or word of mouth

And no, you don’t have to learn all the technical stuff yourself. That’s what we’re here for.

Think of SEO as self-care for your business. The work you do today can keep supporting your practice for months (and even years) to come.

What Makes a Wellness Website SEO-Ready?

Now that you’ve got a handle on what SEO actually means, let’s explore how to get your site there. Here’s what it takes to be SEO-ready in a competitive wellness market.

When your ideal client opens Google and types in something like “acupuncture for migraines near me” or “chiropractor who specializes in pregnancy,” you want your name to be one of the first they see. But showing up on that first page of search results doesn’t happen by luck, it happens by building your site with intention.

Here’s what that looks like:

1. Clear, client-focused content

You probably spend a lot of time helping your clients feel seen and heard in your work. Your website should do the same. That means writing content that:

  • Speaks directly to your clients in a warm, welcoming voice
  • Explain your services in everyday language, no jargon
  • Answers the questions your clients are already asking

For example, instead of just listing “functional nutrition” as a service, walk people through what that means, what a first appointment might look like, and who it’s best for. This not only builds trust, but it also helps you rank for more search terms.

Pro tip: Don’t underestimate your homepage! Your first few sentences should tell people who you are, what you do, and where you’re located. Google pays attention to those details.

2. Local SEO elements

Even if you offer virtual sessions, most people still want to find someone in their area. That’s where local SEO comes in.

  • We make sure your site includes:
  • Natural mentions of your city and state in key places
  • A dedicated Contact page with your location, phone number, and directions
  • A fully optimized Google Business Profile

These details help Google understand your geographic relevance, so when someone searches for “Reiki practitioner in Austin” or “postpartum doula near me,” your website has a better chance of showing up.

3. Keyword research that works for you

SEO for holistic health and well-being isn’t just about stuffing popular keywords into your site and hoping for the best. We take time to learn about your ideal clients, your unique services, and the exact language people are using in search.

That means we:

  • Research what your potential clients are actually Googling
  • Focus on keywords that match your voice and values
  • Strategically use those keywords in your service pages, headers, meta descriptions, and more

You won’t sound like a robot. You’ll sound like you, just with better visibility.

4. Helpful, consistent blog content

You know how clients often ask the same few questions in sessions? That’s your blog content right there.

Blogging gives you a space to:

  • Answer common questions
  • Share your perspective
  • Educate your community
  • Support your long-term SEO strategy

Google loves consistent, relevant content, and your blog helps you show up in more searches while building trust with readers.

Not sure what to blog about? We help with that, too. It starts with asking: What are people already curious about when it comes to your work?

5. Optimized images and user-friendly design

An SEO-ready website isn’t just about words. Your images matter too. We make sure every photo:

  • Loads quickly
  • Has alt text (for accessibility and SEO)
  • Uses filenames that support keyword targeting

Beyond that, your site should feel intuitive. Can people find what they need? Is the navigation clear? Does your mobile site look as good as your desktop site? A site that’s beautiful and easy to use helps both your users and your SEO.

A chiropractor working on an individual wearing a white shirt, laying down. Our SEO for functional medicine can help you get your website ranking higher on Google. Reach out today to get started!

Common SEO Mistakes We See Wellness Providers Make

Whether you’re a seasoned professional or just getting started with your website, it’s easy to make a few missteps that keep your ideal clients from ever finding you. Here are a few things we often see in the wellness world:

1. Only focusing on social media

Instagram is great, but it’s not where most people go when they’re in pain at 2 a.m. and searching for help. SEO ensures you’re visible in search, where most decisions actually start.

2. Ignoring local SEO

Whether you’re a doula in Austin or a functional medicine doctor in Asheville, your services are deeply local. If your website doesn’t clearly mention your location in the right ways, Google may skip over you.

3. Writing beautiful content, but not searchable

You might have a gorgeous site filled with valuable info. But if it’s not built with search engines in mind, it may never reach the people who need it most. Instead, focus on writing content that answers exact questions that people are searching.

4. Trying to DIY everything at once

We get it, you’re busy and resourceful. But SEO is one of those things that’s best tackled with strategy and consistency. Going in a million directions can slow progress and dilute results.

A green plant sprouting from the ground with a hand cupping water. SEO for functional medicine can help your wellness site rank higher on Google. Reach your ideal clients who need you most.

Ready to Get Found by More Clients? Begin SEO For Functional Medicine Doctors Today

You don’t have to figure out SEO alone. Whether you’re just starting or looking to improve what’s already there, Simplified SEO Consulting is here to help holistic health professionals like you build websites that get found and connect with the right clients. Follow the steps below to get started with one of our SEO specialists.

  1. Schedule a FREE consultation so we can discuss your SEO goals.
  2. Explore our blogs or podcasts for more optimization tips and tricks.
  3. Start reaching your ideal clients who need you most with a strategic SEO plan.

Other Services We Offer for Holistic Wellness Professionals

At Simplified, we’re not just here to help your website show up—we’re here to make sure it reflects you. In addition to SEO strategy and optimization, we offer a range of services designed to meet you where you are in your business journey:

Copywriting Services

Whether you need fresh service pages, an engaging homepage, or a blog that finally says what you’ve been trying to put into words, we’ve got you. Our copywriting services write in your voice, for your people, and with SEO baked right in.

DIY Online Courses

Want to learn the SEO basics on your own time? Our DIY courses are designed to help professionals who want to understand how SEO works, without the tech overwhelm. We break it down step-by-step so you can take action with confidence.

Done-For-You Package

Looking for a hands-on partner to keep your SEO in motion? We offer monthly packages that include blog optimization, ongoing keyword research, image optimization, and data-driven adjustments, so your website keeps working for you, month after month.

Social Media Management Packages

Want your social media to connect with your SEO goals? We offer monthly content planning, post creation, and strategy that reflects your voice and supports your visibility across platforms. We’ll help you stay consistent and aligned with your website goals with our social media package.

Strategy Sessions for SEO & Social Media

Need clarity on how everything fits together? Our 1:1 strategy sessions offer deep dives into your SEO and social media presence so you can leave with an action plan that supports your goals—and actually feels doable.

Technical SEO

A healthy website is the foundation of strong SEO. Our technical SEO package can fix behind-the-scenes issues like site speed, mobile usability, crawl errors, broken links, and more to keep your site running smoothly and ranking better.

Local SEO Packages

Want to rank in your city or region? Our Local SEO services help you show up in local search results with location-optimized content, Google Business Profile support, and targeted keyword strategies to help people find you right in their neighborhood.

As a therapist offering online therapy, standing out on Google is more important than ever. The competition is high, and it can feel like a challenge to ensure your practice appears in front of potential clients who are actively searching for the services you offer. But don’t worry — ranking on Google for online therapy is possible, and it’s something you can achieve with the right strategies.

An individual laying on the couch while talking to an online therapist on a laptop. Representing how you can rank higher on Google by optimizing your online therapy service pages. Read more in our blog!

In this blog, we’re going to break down the essentials of SEO (Search Engine Optimization) and how it can help you boost your online presence. We’ll explore actionable steps that can help improve your Google rankings, including how to optimize your website content and whether SEO is something you can tackle on your own, or if it’s worth investing in professional help. Whether you’re just starting out at your private practice or looking to improve your existing online presence, this guide will give you the insights you need to drive more traffic to your online therapy services and ultimately connect with more clients.

What is SEO in therapy?

SEO, or Search Engine Optimization, is the process of optimizing your website so search engines like Google can easily understand it and rank it higher in search results. For therapists offering online services, this means ensuring that your website appears when potential clients search for terms like “online therapy for anxiety” or “virtual therapy for depression.”

Ranking well for online therapy services on Google can seem like a daunting task, especially given the competition. However, the first step toward improving your search engine visibility is identifying your niche and defining your ideal client. Once you understand who you’re trying to reach, you can tailor your SEO efforts to attract those specific individuals.

Let’s begin

To start, focus on your niche—what specific problems does your ideal client face? Are you focusing on anxiety, trauma, stress management, or something else? Once you’ve identified your target audience, you can then optimize your service pages to reflect the keywords and topics most relevant to them. This means using specific terms that resonate with your ideal clients and making sure that your content answers their most common questions or concerns.

For example, if you specialize in online therapy for stress, make sure your service page clearly addresses this topic and incorporates related keywords. This helps potential clients quickly identify that your services align with their needs and increases the chances of your page ranking higher for those searches.

SEO for online therapy isn’t just about driving more traffic to your site; it’s about connecting with the right people. A well-optimized website reflects your expertise and helps build trust with potential clients. By targeting the right keywords and crafting content that speaks to your audience, you increase the likelihood of reaching the individuals who are most likely to benefit from your services.

For more information on the E-A-T score (Expertise, Authoritativeness, Trustworthiness) and how it impacts SEO, check out this blog: EAT as a Ranking Factor 

A black male professional therapist sitting down in a chair while meeting with a client online. Did you know it's possible to rank for online therapy? Explore our blog here for more insights.

How do I appear higher on Google search?

Ranking higher on Google involves a combination of strategy, consistency, and attention to detail. Here are key steps to improve your visibility:

Keyword Optimization: Use phrases your ideal clients are searching for, like “online therapy for stress” or “anxiety counseling.” Sprinkle these strategically across your website pages, blogs, and headers.

  • Example: If you specialize in therapy for anxiety, use terms like “therapy for anxiety in [your city]” or “anxiety counseling for adults.” This helps Google match your site with relevant searches.

Create High-Quality Content: Regularly publish blogs or resources that address your clients’ common concerns. Google prioritizes fresh, relevant content that answers specific questions.

  • Example: Write blog posts like “5 Ways Online Therapy Can Help Manage Stress” or “How to Find the Right Therapist for Anxiety.” These posts will rank better because they answer common search queries from potential clients.

Technical SEO: Ensure your website is user-friendly. This means fast loading times, mobile optimization, and secure HTTPS protocols.

  • Example: Test your website’s load speed using tools like Google PageSpeed Insights. If your site is slow, consider optimizing image sizes, reducing unnecessary code, or using a faster hosting provider. A mobile-friendly design is crucial, especially for clients browsing from their phones.

Backlinks: Collaborate with trusted websites to link back to your site. Google sees backlinks as a vote of confidence, which can improve rankings.

  • Example: Partner with local directories or well-regarded mental health blogs to get a link back to your website. For example, if you’re featured in a “Best Online Therapists” list or contribute a guest post, Google will recognize that as a credible source.

Remember, SEO isn’t about tricking Google; it’s about creating a great experience for your clients and helping them find you easily.

A close up of someone typing on a laptop with a search bar. Ranking for online therapy service pages can be done by using the right keywords. Read our blog for more information!

Should I do SEO myself?

If you’re more of a hands-on person, it’s completely normal to consider doing SEO yourself. The idea of learning something new and taking control of your website’s growth can be appealing. After all, there’s a lot of free information available online, and doing it yourself might seem like the most cost-effective option.

However, while it’s possible to manage SEO on your own, it’s important to weigh the potential challenges. SEO isn’t just about adding a few keywords or writing blog posts—it’s a comprehensive strategy that involves technical fixes, continuous updates, and an in-depth understanding of search engine algorithms.

Consider these factors before deciding to tackle SEO yourself:

  • Time Commitment: SEO isn’t a one-and-done task. It requires ongoing attention, from monitoring performance to optimizing content regularly.
  • Expertise: SEO involves a variety of technical aspects, like optimizing meta tags, improving site speed, and managing backlinks, which may require specialized knowledge.
  • Long-Term Strategy: SEO success doesn’t happen overnight. It’s about consistency, and staying up-to-date with best practices can be a full-time job.

If you enjoy learning new skills and have the time to commit, doing SEO yourself can be a rewarding challenge. But if SEO feels overwhelming or if you’d rather focus on other aspects of your business, working with an experienced SEO professional can help ensure that your site ranks effectively without the steep learning curve.

If you’d like to explore Simplified SEO’s different options for SEO support, schedule a free consultation with us! We’d be happy to help guide you through the process and help you achieve the best results for your site.

Ready to Boost Your Online Visibility? Let’s Create an SEO Strategy Tailored to Your Practice!

Whether you want to dive into SEO yourself or prefer expert guidance, Simplified SEO is here to help! Follow the steps below and create a tailored strategy that drives more traffic and connects you with the clients who need your support.

Other Services Offered With Simplified SEO Consulting

Simplified SEO Consulting offers support in both Done For You SEO Services and DIY Online SEO Courses. We also offer an SEO strategy package if you’re unsure of which direction you’d like to take with SEO. If you’d like the guidance of an SEO specialist but have a good understanding of SEO, explore our new consulting package!

About the Author

Olivia graduated from Central Michigan University with a bachelor’s degree in Social Work. Combining her deep understanding of social work principles with her expertise in search engine optimization, she is dedicated to empowering therapists to connect effectively with their ideal clients. Through strategic SEO techniques, Olivia enjoys helping therapists enhance their online visibility and attract clients who can benefit most from their services. Her goal is to bridge the gap between mental health expertise and digital marketing. In the end, this ensures that therapists can focus on what they do best – providing compassionate care – while reaching those in need through an effective online presence.

 

They didn’t teach us this stuff in grad school, but we CAN learn it. Trust me SEO marketing for therapists can be learned! Many therapists throughout the United States & abroad learn to implement these techniques with this course right here! Simplified SEO Consulting has seen firsthand how powerful SEO can be in growing a group practice and solo practice. Our team wants to make this easier than ever for YOU to learn as well.

Why Learn Private Practice SEO?Online courses on a blue and white tablet. Having SEO private training in New York, Florida, LA, Colorado, and internationally has provided value to many. SEO Marketing for Therapists doesn't need to be confusing, you just need the time and drive to learn and apply. Learn about private practice SEO now.

When you learn SEO for your private practice, it can help you more effectively market yourself and your services. SEO (or Search Engine Optimization) can help your website rank higher on search engine results pages, leading to increased visibility and more clients. It is also cost-effective, as you can get more leads without having to spend money on expensive ads. SEO is also a long-term investment, as it builds over time with content and backlinks.

What WIll I learn in the Course?

In this course, you will learn everything you need to know to have an impactful and effective SEO strategy. Including:

  1. Keyword Research
  2. Meta Descriptions/Titles
  3. Content Creation
  4. On-Page Optimization with demos (internal/external links, photo alt text/title, subheadings/headings, readability
  5. Building and Obtaining High-Quality Backlinks
  6. Monitoring Results, Analyzing, and Understanding Data ( with Sterling)
  7. Implications of the ACA Compact and PsycPact
  8. Strategy for Multiple Locations and Online Therapy
  9. Blogging ( with Lynsey and Danica)
  10. Bonus Content

Who Should Learn SEO Marketing for Therapists Independently?

This SEO course is designed specifically for therapists looking to grow their private practice. Whether you are a solo clinician, a group practice, an integrated practice, working in therapy, or an adjacent field. If you are highly motivated, love to learn, and have the time, and resources to commit to learning, understanding, and implementing SEO, then this is for you. SEO is a long-term investment and this course will get you ready for SEO success.

It Starts With You.

There is no right or wrong SEO strategy. SEO is highly personalized and based on the individual’s business goals, market conditions, audience types, location, etc. That is why learning SEO as an individual is so important. SEO is a dynamic business discipline and no two SEOs will have the exact same approach. By taking this SEO course, you will be able to develop SEO strategies that are tailored to YOUR business and YOUR goals.

What Kind of Commitment Am I Looking At?

At Simplified SEO Consulting, our SEO courses are designed to be engaging and effective. For the SEO course, you will need to devote between 10-12 hours of your time over the length of the course. If you want some additional support, you can schedule paid strategy sessions throughout the course to help you stay on track, clarify your strategy, and help you better implement the material. SEO can be an overwhelming topic, but with the right guidance and support, you can learn SEO in no time.

Will It Be As Effective Hiring an SEO Company?

We believe that SEO can be as effective if you learn SEO on your own. By taking this course, you will gain an understanding of SEO principles and SEO strategy. That knowledge will allow you to make informed decisions when it comes to SEO for your private practice. SEO is an ever-evolving field. What is great thing is that for as long as you have the course you will have the most up-to-date information on SEO, as we learn new information, we update the course accordingly.

Additionally, our team uses these same techniques. We believe SEO optimization is more of an art than a science, so it’s individualized, but you are learning the same things we implement on a daily basis.

How Do I Get The Most Out of SEO Marketing for Therapists Courses?

What I recommend is to take one module at a time and begin to implement these changes you are seeing. It can be really overwhelming to see all the information at once and It’s best to understand each concept, apply it and then come back to the next module. Over time, as you understand SEO and your strategy, it won’t require so much step-by-step focus, it will become more integrated and make more sense. If you are unsure, schedule a strategy session with me! I’m here to help you every step of the way.

Signs Learning From Course is Right for You!Image of a person typing on a laptop & holding a cell phone. We provide SEO services for private practice websites. We can help you identify your mental health SEO keywords. Start SEO training for therapists. Call today.

  • You are highly motivated and determined to start private practice SEO.
  • In fact, you have the time and resources to commit to an SEO course for therapists
  • You are ready to take SEO into your own hands
  • Maybe, you are interested in SEO as a long-term investment for growing your practice.
  • You genuinely enjoy learning SEO and want to stay up-to-date on the latest SEO strategies.
  • Perhaps, you are open to investing in SEO training and consulting.
  • You are a team player and willing to collaborate with SEO experts.

If this sounds like you, then the SEO course for therapists is the perfect fit! We can’t wait to help you get your SEO strategies up and running! SEO will take time and effort, but it is well worth the investment. Our SEO course for therapists will get you ready

Schedule Your Strategy Session or Start Learning Using Our Top of Search Engine SEO Course for Therapists!

If you can say “yes” to the points above, then SEO marketing for therapist courses are right for you. SEO is a powerful way to make your private practice more visible online and generate leads so you can grow your business. SEO requires commitment and consistency but with the right SEO course, you can learn SEO on your own and become an SEO expert. By investing in SEO training and consulting, you can get the most out of SEO for your private practice.

So, don’t wait any longer – sign up for our SEO Course for Therapists and start achieving SEO success! Our SEO course will provide you with the knowledge and strategies needed to get TOP of search engine positions for your practice. With SEO, you’ll be able to reach a wider audience, increase visibility and grow your private practice. So, why wait? Get SEO training and consulting for your private practice today!

In order to schedule your strategy session:

  1. Please apply to work with us
  2. Learn about our team
  3. Start learning!

Other Services At Simplified SEO Consulting

If you’re looking for other forms of support, we can help! We offer options such as our 12-week trainingsmall group intensives, and courses. Our strategy session can be a great option if you need support getting started with SEO or doing a site move or redesign. Or, if you’re ready to work with a passionate and skilled team, our Done for You Program may be a great following approach.

About the AuthorJasmine Jaquess at her recent Northwestern University graduation. Jasmine is a valued SEO training coordinator who revamped the Top of Search engines course, if you are looking for private SEO training or need to learn SEO marketing for therapists, the courses, a strategy session, or our one on one or small group intensives can help.

Jasmine is the SEO Training Coordinator and offers free consultations for Simplified’s SEO Consulting on our services. Jasmine is a Clinical Mental Health Counselor and recently earned her degree from Northwestern University. She works to help people with a strategy with national rankings, eating disorder specialties, trauma, sports psychology, postpartum/pregnancy/parenting, high achievers, and much more. Schedule a consult soon!

As a speech therapist in private practice, creating effective headings and subheadings for your website is crucial for attracting and retaining clients. Not only do headings and subheadings help organize your content, but they also play a key role in search engine optimization (SEO). In this article, we will discuss the best practices for writing headings and subheadings for speech therapists in private practice.

Use Short and Descriptive Headings

Your headings should clearly and concisely summarize the main topic of your page. Keep in mind that many users will skim your page, so make sure your headings stand out and capture their attention.

Essentially, a potential client or caregiver should be able to easily scan your page and know what the page is about. From there, they can choose to read the sections most relevant to them in more depth.

Use Proper Heading StructureScreen shot of a blog post we've written pointing to H2, H3 and H4 level headings to demonstrate how we use higher level headings to make main points and for keyword placement

Use only one H1 tag per page, as this is the most important heading and should only be used for the main topic. Use H2, H3, and so on for subtopics. This creates a clear hierarchy of information for both users and search engines.

I often see private practice owners overlook this. They think the H1 style on their website settings looks nice so they use way too many H1s. In fact, I see website developers even do this sometimes. But it causes problems for some individuals using screen readers. And as an SLP, you want to be especially sensitive to communication concerns and communication devices. So, please be on the lookout for this issue.

Similarly, I’ve seen people skip H2s because they feel like they are too big. If you don’t like the look of your H2s, work with your website developer to change the settings. Getting this heading and subheading structure correct will not only help your SEO but be important for giving your clients a great experience on your website.

Incorporate Long-Tail Keywords

Using long-tail keywords in your subheadings can help improve your website’s SEO. Long-tail keywords are more specific phrases that are less competitive in search rankings, allowing you to target a more niche audience.

Read more about long tail keywords here.

Keep It Simple

Avoid using complex language in your headings and subheadings. Use simple and easy-to-understand words that your target audience will recognize and relate to.

Readability matters when it comes to SEO. Even if you have educated clients. Even if you’re describing something complex. People want to be able to read pages of your website simple.

Be Creative in Your Subheadings

While it’s important to keep your headings and subheadings descriptive and straightforward, you can still be creative with your language. Use puns, metaphors, or other language techniques to make your headings more memorable and engaging.

Use Proper Capitalization

Follow standard capitalization rules for headings and subheadings. Capitalize the first word, proper nouns, and the first letter of each word in a hyphenated phrase.

And I’ll go ahead and say it here….this one’s a huge challenge for me. So…this is a “do as I say, not as I do one.” Sorry ahead of time for all the issues you’ll now see with my capitalization!

Use Active Voice

Use active voice in your headings and subheadings to make them more engaging and effective. This helps users understand the action they should take and what benefits they will receive. If you struggle to identify active voice in your writing, I love using Hemmingway Editor to find passive voice and change it.

Optimize Website Pages for SEO

Incorporate short-tail keywords in your headings and subheadings to optimize your website for search engines. Short-tail keywords are more general phrases and are often more competitive, but can still be effective when used strategically. Many people work hard on adding great content, but forget to optimize individual website pages for SEO.

Use Subheadings to Organize Your Content

Use subheadings to break up your content into easily digestible sections. This not only makes your content more readable for users, but it also helps search engines understand the structure and hierarchy of your page.

Effective Subheadings are Important

In conclusion, effective headings and subheadings are crucial for speech therapists in private practice looking to attract and retain clients. By following these tips, you can create headings and subheadings that not only help organize your content but also improve your website’s SEO and engagement metrics. Remember to keep your language simple, use active voice, and incorporate both short and long-tail keywords strategically.

Still Overwhelmed? SEO Help for Your Private Practice Website

Looking to improve your SEO but feeling overwhelmed? Simplified SEO Consulting offers expert guidance and tailored strategies to help Speech therapists in private practice achieve their SEO goals. Our services include SEO Strategy sessions, a small group mastermind to teach you to optimize, a personalized 12 week individual SEO training program and our ever popular “done for you” SEO program if you’re looking to outsource. Contact us today and apply for a free consultation to learn more about how we can help your website rank higher and attract more clients.

Do I have any other Story Brand fans out there?  If you haven’t read Donald Miller’s book “Story Brand” yet, I highly encourage you to pause for a moment and go purchase it on Amazon.  I’ve read through it 3 times myself, participated in a small group study where we went through it together, and created several versions of a brand script.  It’s just an all-around great book for every business owner to read.

*pausing now so you can purchase the book*

Ok, hopefully, you’re continuing to read because you’ve now purchased this wonderful marketing book.

In general, Story Brand has great advice for therapists.

Now, hopefully, I’ve made it clear that I REALLY like Story Brand and I think Donald Miller’s marketing advice is generally golden.  Some of my favorite things I’ve learned from Story Brand:

  • As a business owner, you are the guide in your marketing, not the hero.  Our customers are the hero.
  • Keep your messaging simple.  This is especially true on websites.  We want a client to be able to immediately tell what service we offer when they land on our website (Donald Miller calls this the caveman test), so I often work with SEO clients on simplifying their language in their writing, adding a clear call to action button and even simplifying the navigation bar so people can easily navigate a website.
  • Your website should have a clear, short statement explaining what you do “above the fold” or before someone scrolls down.
  • A website needs clear calls to action.  It shouldn’t be difficult for a client to figure out what to do next or how to get ahold of you.
  • Paint a clear picture of how your service will help the client.  On a website, it’s important to do this through having positive, outcome-based pictures.  Photos quickly convey how someone will feel after working with you.

Anyways, I could go on and on about all the things he got very right in his book.

There is one place I disagree with Donald Miller’s advice….

There’s just one place I disagree.  And I know I might ruffle a couple of feathers by disagreeing with such a genius marketer.  But I can’t help it….

At one point in the book (page 154 in my well loved copy), Donald Miller recommends that you delete half the content on your website. In fact, he says your website should have “very few words.”

*Gasp*

In fact, this is something I’ve heard Donald Miller repeats when he speaks and that he’s very, very critical of websites (like mine) with a large amount of content. As someone who helps therapists, psychiatrists and other mental health professionals with their SEO every single day, I disagree.  

Why do I disagree?

Because if you delete half the content on your website it will be much more difficult to get your website to the top of search engines.

Google needs your website to have enough content that it can figure out what your website is about. It can’t rank you for the searches your ideal clients are doing unless it realizes that you have information bout that topic!  You may have heard the phrase, “Content is King.”  This is SOOO

500 Word Minimum for Therapist Blog Posts | Simplified SEO Consulting true when it comes to SEO.  I’ve told you before that Google likes lots of content.

It is well established in the world of SEO that Google ranks sites with more words higher.

Google assumes that if you have the word “divorce” on your page you know what the word means.  If you have a paragraph about “divorce” on a page all about life transitions you may know a little about the topic.  But if you have a whole page with lots (500+) of words? Wow, Google now assumes you’re an expert. When someone is searching for tips for getting through a divorce, Google now understands that your website has the information that person is looking for!!

So, how do we stay (mostly) true to Story Brand while also getting great SEO?

Question mark and man to show how this post answers several questions about SEO & Storybrand for therapist & private practice websites.I believe it’s possible to both stay true to Story Brand and create a well-ranking website with tons of content.  We use your brand script to make sure we really understand your services.  Then, we sprinkle the phrases you’ve used throughout your site as we optimize.

Most importantly, we simplify your message by using your brand script when we write headings and subheadings on your page.  We know nobody reads big blocks of text on a website.  But they do scan the page.  Therefore, the subheadings are what people are most likely to read on your page.

We use this knowledge to our advantage.  Subheadings on your page absolutely need keywords in them. However, they also need to be written more carefully than anything else on your page because they are what your clients are most likely to read.  So, the subheadings should be very easy to understand and clear.  In other words, they should be written with your brand script in mind.

Can I still use the Storybrand wireframe and rank well on Google?

Absolutely!  I’ve seen several website that use the Storybrand wireframe and just add more content.  I also think it’s ok if your home page has fewer words.  That is, after all, the page most people will see.  I recommend people prioritize design & carefully chosen wording on their home page.  Then, you have some carefully chosen service pages explaining that you are an “expert” on treating your ideal clients.  These service pages should use Storybrand but will likely have more words on the page than Storybrand recommends.

So, don’t throw the recommended wireframe out just because you are adding more content to your site.  Just know, at least on some pages, you’re likely adding more words than a Storybrand professional would recommend.

Content still needs to be quality content

Now, I don’t want you to misunderstand me here and think I’m just telling you to go add a couple thousand words of text to every page of your website.  Content for content’s sake is not necessarily good. A huge part of what my staff does is help our clients strategically choose content that will both be very useful to your clients and improve your SEO.  And when you’re creating content, you still want to keep in mind the principles of Storybrand.

For example, I strongly recommend blogging regularly as part of your SEO Strategy.  You can write excellent, really informative blogs that provide some great tips to your ideal clients. In fact, I often assign my old blog posts as homework to clients or my client care coordinator will send out an old blog post for someone to read while they wait for their first appointment! However, I think you’ll write even better blog posts if you remember that even in those you’re setting the client up as the hero. In the blog you’re saying, “Here is a tip that will help you conquer your anxiety dragon. It’s a tool that will help you on this quest.” Not, “I’m so smart that he’s a magic technique that will solve your problems for you.”

Content is only one part of good SEO strategy

Now, just because I’m talking about how I recommend adding more content to your website than Donald Miller recommends does NOT mean I’m saying adding a bunch of content should be the focus of your SEO Strategy.  First of all, content that isn’t carefully chosen isn’t helpful.

However, it’s also important to note that content is only one piece of the puzzle.  You also want to address technical issues on your site, have a secure website, make sure you’re using the type of words your ideal clients might use, build lots of backlinks to your website and so much more.

So please, know that you need to add content to your website if you’re created a website that follows Storybrand closely but isn’t ranking well. But also know that just word dumping on your website won’t alone get you great SEO.

Our SEO consultants love to work with Story Brand fans!

The truth is, my favorite new trend with SEO clients is that many are sending us their brand script!  This is so flipping cool.  It makes our day. Or week. Or month.

If you do the hard work of reading Story Brand and creating a brand script, it helps us clearly understand your message. This helps us be more clear as we optimize your page.  It informs everything from your meta descriptions to the internal links we place on your site.  Most importantly, we try to incorporate elements of your brand script when we’re writing subheadings on your page.  This way, your website does a better job of converting when people do a quick scan of your page!

Have your brand script ready and want to start focusing on SEO for your website?

You’ve read Story Brand, have a clear picture of how to describe your services and have even made some changes to your website. Now you’re just ready to get that website in front of more people while still maintaining a clear message.  That’s where we come in!

Search Engine Optimization helps you get your website out there in front of more people.  At Simplified SEO Consulting, we offer several options to help you do this.  If you’re the DIY type, we have online SEO courses including a comprehensive one that takes you step by step through our favorite SEO techniques.  We also have a 12 week SEO intensive if you’re looking for support and guidance to optimize your site. On the other hand, if you find your just too busy to worry about SEO yourself, our staff can optimize your site for you with our “Done for You” services.  Even with this option, you’re welcome to send us your brand script and we’ll do our best to incorporate the simple messages you’ve come up with as we optimize your site.

How to start working on your SEO

We help therapists, psychiatrists, counselors other small business owners (generally in the health and wellness industry) get their websites ranking well on google.  Getting started is easy!

  1. Set up a free 30 minute Zoom appointment to talk to one of our SEO specialists about which service is the best fit for your needs.
  2. Begin learning to do SEO yourself or working with our staff through a monthly “done for you” package.
  3. Watch your website begin moving toward the first page of Google.

You have Google Analytics installed for your counseling website.  In fact, you’ve even looked at Google Analytics a few times.  But what do all those numbers mean?  How do you actually USE any of the data?  Every time you look at Google Analytics you just feel overwhelmed and to be honest a little annoyed.

You’re a therapist. You are good at connecting with people. Crunching numbers and pouring over random pieces of data on the computer just doesn’t sound appealing.

I get it.  There’s a TON of data on Google Analytics.  And the truth is that some of it is more helpful than other pieces of information on there.

How to Start Using Google Analytics Data

I’d love to help simplify things a bit and break down just a couple of pieces of information you can find on Google Analytics that might be helpful.  Here are a few questions that Google Analytics can help you answer:

How many people are coming to your site?Two happy people looking at a website. Simplified SEO Consulting offers monthly SEO packages for counseling practice owners.

A great place to start on your Google Analytics account is the top of that main page after you login.  This has some great basic information.  First up, the number of users is exactly what you suspect-the number of people (or devices) that have viewed your site in the given amount of time that you’ve chosen. Sessions is slightly different, because it takes into account that the same person may look at your site several times before calling, so your number of “sessions” is typically higher than users.

While there really isn’t a magic number of website visitors or sessions you want to aim for, you do want to look at this number occasionally. In general, you want to see that as you’re improving your counseling website’s search engine optimization, the number of people visiting your site is increasing.

Where are people finding your website?

You can also use Google Analytics to figure out where website users are coming from. Google Analytics shows you how many clients come to your site directly (they just typed in your web address), through clicking on your link from social media, or another referral (usually through a backlink on another site). After I post a new blog post to my social media sites I sometimes check in real quick to not just see how many people went to the blog post, but how many found it through my social media sites to help me determine if it’s really worth putting these things on my social media pages. Google Analytics can provide you this information for each day.

Additionally, Google Analytics can show small business owners where their website visitors are located.  This has some value in that you want the bulk of your website visitors to be people who can actually use your services.  While there are some valid reasons for people out of state (or even out of the country) to look at your website, the bulk of your visitors should probably be from the state where your practice is located.

What is Your Bounce Rate & Is that OK?

Bounce Rate refers to people who only look at one page on your site.  It’s actually very common for people to only look at one page on your site.  For instance, if they are searching Google for a specific issue, click the link and read one of your blog posts and then leave your site.  Why? Because your post answered their question.  That’s a great reason to have internal links on your site-to show them what other valuable information your site has to offer! But I’ll save that for a future post…

A big question people ask is what is a “good” bounce rate.  I don’t have a super specific answer here.  I’ve heard that in general it’s really hard to get a bounce rate before 40.  Another site said that around 50% is average. In general, the consensus seems to be that you want to aim for below 70.  But that is for websites in general. I will say that most therapist websites I’ve seen the data for are between 50-70%. I’ve seen some as low as mid 40s or as high as 80%. My best suggestion is to know what the “average” is for your website. When your website seems to be performing worse than usual, re-evaluate and make changes.

Picture of Google Analytics Top of Page. Begin SEO Consulting Services for Therapist Private Practice Owners

This is an example of some of the basic data you’ll see first when you open Google Analytics. You’ll notice that the bounce rate is right at the top.

Which Pages on my Site Need Editing?

Near the bottom of the main page you can click on “pages report.”  I love this feature!  It allows a small business owner to see some great information about specific pages on your website. As counseling practice owners, our home page will typically be the most visited.

The next most popular on a counseling website is generally the “Our Team” page or the owner’s “About Me” page.  But there’s a LOT of great data if you click on the actual page report. Some of the things I like to check out include which of my therapists pages do people go to the most and stay on the longest?  Do any of my therapist’s “about” pages have high bounce rates?  If one page people stay on shorter times and tend to exit off of, I look at if we need to change the picture, add more text, personalize the page with a favorite quote, etc.

Similarly, I look at my service pages….if one has a higher exit rate or people spend less time on the page, I look at that page to see if I can make it more informative, more inviting, add more internal links directing them to other pages, etc.  I see my service pages as some of the most important on our site, because they’re our way of really communicating to potential clients that we understand their specific concerns and really winning them over. Therefore, I pay closer attention to the statistics on these pages compared to others.

Don’t worry about a high bounce rate on your “contact” page or rates page.  After looking at these pages, people have often found the information they need and are either going to

1) Decide they can’t afford you

2) Call your office

3) Fill out and submit the contact form to get ahold of you.

Looking for Help Using this Data to Improve Your Counseling Website SEO?

As a group psychotherapy practice owner myself, I understand the importance of having a well ranking website. One that consistently brings in new clients. I love helping other therapy practice owners. Helping them to experience the excitement of an increase in phone calls once their website is ranking well! My SEO consulting services can help your counseling practice in several different ways.  One way is, I have a secret Facebook group for my SEO Consulting clients.

Practice owners who have purchased an SEO package (whether DFY or DIY) have access to this group on Facebook. This is where I do Facebook lives, share how-to videos and post random SEO tips.  For almost two weeks recently I did a mini series on Google Analytics to help people learn how to use Google Analytics data to make a plan of action for improving search engine rankings.  It has sparked some good conversation in the group with practice owners even sharing specific tips with one another about their unique website platforms (GoDaddy vs. Weebly vs. Square Space, etc).

Simplified SEO Consulting Logo: Improving Search Engine Rankings for Private Practice Owners.If you are a group practice owner ready to really focus on getting your website found, book a free consultation to discuss how my SEO services might be able to help!

I provide SEO Consulting services to therapists and other small business owners interested in optimizing their websites for search engines.  I offer monthly SEO packages where I provide work on your website for you (keyword research, adding alt text to photos, meta descriptions, headings/subheadings, etc.). Or, I offer SEO Training services where I “teach a man to fish” and teach you the skills you’ll need to keep your website ranking well for years to come!  If you’re ready to get started, book a free 30 minute SEO consultation over Zoom video chat.  We’ll discuss your business and which SEO services would help you reach your goals!