You’ve put your heart into your website, filled it with your values and offerings, and you’re ready to support clients, but… no one’s getting in touch.
You’re not alone. So many thoughtful, skilled counsellors and therapists pour their time, heart, and energy into their websites, only to feel invisible online. That’s where SEO (search engine optimisation) comes in.
I promise: it doesn’t have to be overly technical or scary.
In this post, I’ll walk you through what SEO actually means for counsellors and therapists, why it matters, and how you can start taking simple, intentional steps to help your ideal clients find you through search engines, like Google.
First up, what is SEO?
SEO stands for Search Engine Optimisation. Put simply, it’s the process of making your website easier for search engines (like Google) to find, understand, and show to people who are looking for what you offer.
So if someone types into Google:
- “Grief counselling near me”
- “Trauma therapist in Brisbane”
- “How to cope with anxiety after birth”
…SEO helps Google decide whether your website is one of the ones it should show in the results, and where in the results your site shows up (e.g. page 1 or page 10).
Why is SEO important for therapists and counsellors?
Imagine this: someone is sitting on their couch late at night, heart racing, finally ready to reach out for help. They don’t know your name, but they do know they’re looking for a warm, qualified therapist who gets what they’re going through (e.g. anxiety).
If your website only shows up when someone types your name directly into Google, you’re missing the chance to connect with the people who need your support, but don’t know who you are yet.
Good SEO helps bridge that gap. It makes your website more likely to appear when someone searches for a problem they’re facing, support they’re seeking, or a local therapist.
How does SEO actually work?
You don’t need to be a tech wizard, but it can help to understand a few basics.
Here are the main things that matter when considering your SEO basics:
1. Keywords
These are the words or phrases people type into Google. For example:
- “relationship counselling Perth”
- “NDIS mental health support”
- “somatic therapy near me”
You want your website copy to include the kinds of phrases your ideal clients are searching for, naturally (no keyword-stuffing needed), and in the right places (like headings, page titles, image names, and where it makes sense throughout the content on your web pages).
Tip: Spend some time brainstorming all the different words and phrases your ideal client might search to look for you. Consider:
- What mental health challenge or goal are they facing?
- What solutions are they looking for?
- Where do they live?
- How do they want to access therapy? (Online, Face-to-Face, In-Person, Telehealth, Phone, Outdoor, etc)
- What DON’T they want?
- What descriptors set you apart? (Registered, experienced, inclusive, integrative, trauma-informed, child vs adult support, etc).
You can use free SEO tools like Moz to see which keywords (from your brainstorming list) have good monthly search volume and a lower keyword difficulty (meaning people are searching for those words and they won’t be too difficult to try and rank for).
2. Helpful, relevant content
Google wants to show people useful, trustworthy content. That’s why blog posts and well-written service pages can boost your visibility, because they show you understand your client’s needs and can support them.
They also help you to boost the number of relevant keywords you may rank for.
Try to include your references and links to other relevant blogs or articles (both your own and those from other trusted sources). Particularly in the day of AI generated content, showing that your content is professional, legitimate, and backed up by research goes a long way to showcasing your credibility.
3. Location matters
If you work in a specific location (even if sessions are online), using local SEO helps. Mention your city or region in your website copy and headings, as well as on your contact page, and make sure you’ve set up a Google Business Profile.
Including a location map on your website can also be helpful.
4. Clear structure and navigation
Your website should be easy to read and navigate, for humans and search engines alike. That means using clear headings, a logical menu, and a thoughtful layout that guides people to what they need.
And, it means writing your copy for humans first, and search engines second.
5. Meta tags and page titles
These are the short snippets that show up in Google search results. Optimising your title tags (the blue clickable link you select to open a web page from the search results) and meta descriptions (the description underneath the blue clickable link) helps search engines understand your pages and encourages people to click through.
Consider what is relevant to that web page as well as your keywords (e.g. Our Services | Brisbane Counselling for Grief).
SEO doesn’t mean being pushy or sounding like a robot
One of the biggest worries I hear from therapists is: “I don’t want to feel fake or manipulative, or for my copy to sound like a keyword robot.”
I get it. But good SEO isn’t about “hacking” your way to the top. It’s about writing with clarity and intention, so your website meets your clients where they’re at, in language they understand and search for. It’s about providing high value, helpful information, that showcases your offerings in a way that relates to your ideal clients, and about including those key pieces of information that helps search engines to understand what you’re about.
In fact, SEO done well can be a form of caring communication – removing barriers, making it easier for people to find support, and allowing your message to reach those who need it, when they need it.
How to start improving your SEO (gently)
If you’re ready to take a few beginner-friendly steps, here’s where to begin:
- Check your keywords. Are you using the kinds of words your clients might type into Google? Do they appear in your headings, service pages, or blog posts? Also check your title tags and meta descriptions – do they include your keywords for that page, and are they clear and inviting to your ideal client?
- Update your service pages. Make sure each service (e.g., couples counselling, EMDR, anxiety support) has its own dedicated page with helpful, clear information and a simple call to action.
- Start blogging (or update your blog). Share posts that answer common client questions or explore topics you care about. This can boost SEO and build trust and connection.
- Create or update your Google Business Profile. This helps you show up in local search results and Google Maps.
- Ask for support if you need it. SEO is a skill that takes time to understand and perfect, and you don’t have to go it alone. Working with a professional can save you a lot of time and headaches in getting your SEO right from the beginning.
Bonus tip: Whenever you make changes to the content or SEO titles and descriptions on your website, it can help to go to your Google Search Console account and resubmit that page for ‘crawling’. Google will eventually get up-to-date on the changes you’ve made, but depending on which platform hosts your website, this can speed up the process.
Final thoughts: Let your values lead the way
As a mental health copywriter who is also a therapist, I know how important it is that your website feels like you. SEO doesn’t mean stuffing keywords or losing your voice. It means strategically amplifying your message, so more of the right people can find their way to your work and your services.
If you’re not sure where to begin or feel overwhelmed by all the moving parts, I’d love to help. Whether it’s an SEO Health Check or ongoing support, we can work together to grow your visibility in a way that feels aligned and ethical.
✨ Because your work deserves to be found.
