What is SEO?

SEO, or Search Engine Optimization, is the process of optimizing your online presence so potential clients can easily find you through search engines like Google. In simple terms, it’s about making your website and content visible to the people searching for the services you offer. For therapists in a crowded market like New York City, mastering SEO may seem overwhelming—but it’s achievable with the right strategy and patience.

This blog will break down SEO into manageable steps tailored for therapists. Whether you’re new to digital marketing or have no technical background, you’ll learn realistic ways to improve your online visibility and grow your practice over time. Let’s make this big topic simple and actionable so you can focus on what matters most: helping your clients.

Why Does It Matter?

Let’s review one more time. SEO, or Search Engine Optimization, improves a website’s visibility on search engines like Google. To put it plainly: when your website is optimized, you are much more visible to the general public. For example, when someone searches for "therapist in NYC" or "best anxiety therapy near me," Google sorts through millions of web pages to display the most relevant and trustworthy results. The better your SEO, the higher your website ranks in search results, increasing the likelihood that potential clients will find you.

During the pandemic, I discovered the importance of SEO when my husband Goran's thriving photography business faced significant challenges. Previously, his business ranked highly on Google for small weddings and elopements, benefiting from both word-of-mouth referrals and organic internet inquiries due to strong SEO. However, as competition in the photography field intensified, maintaining our Google visibility became increasingly difficult, especially with Google's algorithm changes and the rise of paid advertising.

Realizing Google's crucial role in small business marketing, we immersed ourselves in learning about SEO. We studied Google's algorithms, website optimization techniques, and the creation of Google ads. We also explored the concept of high-quality backlinks and their acquisition. Through courses and extensive research, we uncovered the complexities of SEO for small business marketing online. This experience provided valuable insights that can be applied to various small businesses, including therapy practices, to enhance their online presence and attract more clients in today’s competitive digital landscape.

SEO is essential for small businesses because most people begin their search for services online. If your website doesn’t appear on the first couple of pages of Google for popular and relevant keyword searches (such as "therapist near me"), it is more difficult for people to find your business. Most users only look at the first and second pages, often glancing at sponsored ads at the top.

The good news is that with patience and consistency, SEO can be a powerful tool for driving organic (unpaid) traffic to your website. However, it takes time, effort, and a lot of patience and commitment.  Just remember, SEO is a long game!

Common SEO Challenges for Therapists (and Solutions!)

1. High Competition in a Saturated Market

Being a therapist in NYC is a competitive field. Unlike a smaller city where you might only compete with a handful of providers, in NYC, you’re up against well-established practices that have had an online presence for years (adding to SEO), therapy directories, and mental health platforms that invest heavily in SEO and Google advertising.

Solution:

While you can’t eliminate competition, you can improve your website’s SEO by implementing the strategies below. Also, remember, that there are other ways to market your practice. It is also not too late to learn about SEO and to optimize your web presence. Don’t be discouraged but be realistic 

2. Google Favors Large Directories

This is true. Google favors what they perceive as a well-respected authority whose websites get a lot of traffic. When potential clients search for therapy services in NYC, they often see results from Psychology Today, Zocdoc, and other large directory sites dominating the top spots. These platforms have strong domain authority, meaning Google favors them over individual therapist websites. They also invest heavily in advertising.

Solution:

While competing with these directories is tough, you can improve your SEO by:

• Focusing on local SEO (Google My Business is crucial!)

• Creating niche content that differentiates you from the big players

• Getting listed on smaller, niche directories that help leverage their SEO power

3. SEO Requires Continuous Effort (and Time!)

Many therapists set up websites and expect clients to find them organically, but SEO is not a one-time task—it requires ongoing maintenance and optimization.  And it takes real time for the changes to be noticeable. 

Solution:

Set aside a couple of hours a week to work on SEO. Here are some key tasks:

• Regularly update your website content.

• Use original photos and content

• make sure that your website is properly indexed with Google.

• Write blog posts with keywords that potential clients might search for.

• Try to obtain backlinks from reputable sites (guest blogs, mentions from trusted websites). This is where skillful networking comes in.

• Ensure fast website speed and mobile friendliness.

• Optimize your Google My Business listing.

Even small, incremental improvements make a difference over time. Instead of feeling overwhelmed, focus on consistent, manageable steps.

4. The Importance of Local SEO (Google My Business)

Therapists who work in person primarily serve local clients, so local SEO is crucial. Google considers factors like:

• Accurate and consistent business listings.

• Get your Google My Business set up (I have heard that you can even do it with a virtual practice but it takes a little more effort and persistence)

• Reviews on Google and other platforms (colleagues can provide these!).

• Proximity to the searcher’s location.

Solution:

• Make sure all of your business listings are consistent across different directories.

• Encourage colleague reviews (since soliciting client reviews is unethical for therapists).

• Focus on local directories to boost your visibility.

5. Google’s Evolving Algorithm and E-E-A-T Standards

Google frequently updates its ranking algorithm. One of the latest updates emphasizes E-E-A-T (Experience, Expertise, Authority, and Trustworthiness).

Solution:

• Provide proof of expertise (LinkedIn, professional credentials, published articles).

• Align your content with search intent (write blogs addressing common client concerns).

• Earn authoritative backlinks.

• Focus on original, high-quality content—Google favors this over AI-generated or generic material.

Should You Pay for SEO Help?

Many therapists recognize that mastering SEO requires time, expertise, and continuous effort. SEO specialists understand search engine algorithms, keyword research, and technical website optimizations. Hiring an expert can help:

• Improve website ranking faster.

• Save time so you can focus on your practice.

• Create high-quality blog content (but be cautious about losing your unique voice!).

• Gain high-quality backlinks.

• Avoid SEO mistakes that hurt rankings.

Why Some Therapists DIY Their SEO:

• Cost considerations – SEO services can be expensive.

• Uncertain ROI – SEO takes time to show results.

• Desire for control – Some therapists prefer to maintain full control of their brand.

• Other marketing channels – Networking and referrals may work better for some.

Goran and I took the DIY approach, and while it was a learning curve, it was worth it. If you enjoy problem-solving, SEO is like a big puzzle that you can figure out with time and patience!

In Conclusion: Stay in the Game 

SEO is a long game, not a quick fix. The key is consistency, patience, and adaptability. Google values original content, trustworthiness, and engagement, so the more you invest in your online presence, the better your results will be over time.

Whether you decide to take on SEO yourself or hire an expert, the most important thing is to stay in the game. Small, ongoing improvements will add up, making it easier for potential clients to find you and get the support they need.

If you have an SEO company that you want to recommend, please feel free to email us with the recommendation.

Happy optimizing!