The short version
- The most important SEO task for a therapist is a complete Google Business Profile at a real office where you see clients, with every type of therapy you offer listed as a service.
- The APA, ACA, NASW and AAMFT ethics codes bar therapists from asking current clients for testimonials, so build trust with specific web pages, full directory profiles and colleague endorsements instead of review requests.
- Reply to online reviews without confirming that the writer is a client, because a New Jersey psychiatric practice paid HHS $30,000 in 2023 after its replies to Google reviews disclosed patient information.
- Write one page for each issue you treat, such as anxiety, couples counseling or EMDR, and state your fees, the insurance you take and whether you have openings.
- is what a New Jersey psychiatric practice paid HHS in 2023 after its replies to negative Google reviews disclosed patient information.
- $30,000
- U.S. Department of Health and Human Services
- of psychologists had no openings for new patients in the APA 2025 Practitioner Pulse Survey, so people often contact several therapists before they find one.
- 46%
- American Psychological Association
- of consumers trust AI platforms to recommend businesses, according to BrightLocal's 2026 survey.
- 40%
- BrightLocal
Build your SEO plan for therapists
Choose what to tackle first. Your business details fill the templates, and completed checklist tasks leave your next-task list.
Your next tasks
1
Claim and complete your Google Business Profile
When someone searches "therapist near me", Google shows a map with a few practices above the websites. Your profile decides whether you are on that map.
Start here: Go to business.google.com, sign in, and claim or create the profile for your practice. Estimated time: 45 min.
2
Rewrite your Psychology Today profile
Psychology Today lets people browse therapists by city and by issue, such as anxiety, trauma or couples. A specific profile tells a reader in a few lines whether you can help.
Start here: Sign in at member.psychologytoday.com, or join at join.psychologytoday.com. Estimated time: 40 min.
3
Set your review rules before a review appears
Your ethics code bars you from asking current clients for testimonials, and HIPAA bars you from confirming that someone is a client. Decide how you will handle reviews now, while you are calm.
Start here: Read APA standard 5.05 or the testimonial rule in your own code. The ACA, NASW and AAMFT codes have the same rule. Estimated time: 20 min.
Your personalized template
Paste into Edit profile, then the description field. Google allows up to 750 characters and asks you to focus on your practice, not prices or promotions. Fill the bracketed details with your own facts.
Google Business Profile description
Your Business offers counseling and psychotherapy for adults and couples in Your City. We help with anxiety, depression, relationship stress, grief and trauma. We use methods with research behind them, including CBT and EMDR, and we explain each one in plain words. Sessions take place in person at our Your City office or by secure video for clients in [state]. Our therapists are licensed in [state]. We accept [insurance plans] and provide superbills for out-of-network benefits. We are currently accepting new clients. Call or use the form on our website to set up a short phone call and see if we are a good fit.
617 characters
Take the plan with you
Download your profession's tasks and templates. Your choices stay in this browser.
What the search data tells therapists
Aranx compared this page's 14 selected searches. Use the counts to compare customer needs, then choose a topic that fits what you offer. National counts do not tell you how many customers you can reach in your own service area.
Compare searches from people ready to act
- therapist near me
- 368,000
- marriage counseling near me
- 74,000
- psychologist near me
- 60,500
These are the largest reported action searches in this sample, measured as average monthly US searches. A larger count does not mean a page is easier to rank. Match the page to the customer's actual question and your ability to help.
Use seasonality to decide when to prepare
For "therapist near me", September 2025 had 450,000 searches. November 2025 had 368,000. The peak was 1.2 times the low. Compare this pattern with your own season and customer history before scheduling content.
Sources, method and limits
Prepared by Aranx. Search source: Google Ads search volume via DataForSEO, United States, August 2026. We rechecked all 416 distinct customer queries across the 30 playbooks on October 13, 2026. Location: United States. Language: English. Search partners are excluded.
This is an editorial sample, not a complete list or a survey of businesses. Google Ads counts are approximate and can group similar phrases. Ad prices vary by place, time and advertiser. They do not measure organic ranking difficulty or expected revenue.
The seasonal comparison divides the highest monthly count by the lowest in the series. The action-search comparison sorts the reported average monthly counts for searches labeled ready to act. These are Aranx calculations, not customer results.
Download the source data for all playbooks or read the source metric definitions.
Cite this analysis: Aranx, "SEO for therapists: search demand analysis", October 13, 2026. Permanent link.
Measure booked appointments over 90 days
Download the results worksheet from the planner. Record your baseline before changing anything. Track website search clicks, inquiries and booked appointments in separate columns.
Use Search Console for website search clicks. Record the source people report and the outcome you can confirm. A click count alone does not show whether more people chose your business.
Note changes to pages, ads, pricing, availability and seasonality. Review the pattern after 90 days and choose your next task. Keep customer names and contact details out of the worksheet.
What your customers type into Google
These are real searches people make when they need therapists. The last column is what businesses pay Google for one ad click. When your page ranks on its own, you get that click for free.
| What they type | What they want | Searches a month | Ad price per click |
|---|---|---|---|
therapist near me Ready to book | Ready to book | 368,000 | $22.61 |
marriage counseling near me Ready to book | Ready to book | 74,000 | $12.72 |
psychologist near me Ready to book | Ready to book | 60,500 | $11.83 |
counseling near me Ready to book | Ready to book | 60,500 | $12.60 |
couples therapy near me Ready to book | Ready to book | 49,500 | $15.13 |
what is emdr therapy Looking for answers | Looking for answers | 27,100 | $4.15 |
cbt vs dbt Comparing options | Comparing options | 9,900 | $3.55 |
anxiety therapist near me Ready to book | Ready to book | 8,100 | $19.60 |
how much does therapy cost Comparing options | Comparing options | 5,400 | $11.20 |
does insurance cover therapy Looking for answers | Looking for answers | 2,900 | $22.59 |
therapist for depression near me Ready to book | Ready to book | 2,900 | $20.31 |
is therapy worth it Looking for answers | Looking for answers | 590 | $32.34 |
what to expect at first therapy session Looking for answers | Looking for answers | 260 | $0.60 |
how often should you go to therapy Looking for answers | Looking for answers | 260 | $3.54 |
Google Ads search volume via DataForSEO, United States, August 2026.
When people search for “therapist near me”
Searches for "therapist near me" reached 450,000 in September and October 2025 and held at 368,000 every other month, so update your profiles and openings by late August.
Busiest month: September 2025 with 450,000 searches.
Your first week: five tasks
Start here. None of these needs a developer. Tick each task when it is done. Your progress stays in this browser.
0 of 5 done
Claim and complete your Google Business Profile
45 min
When someone searches "therapist near me", Google shows a map with a few practices above the websites. Your profile decides whether you are on that map.
- Go to business.google.com, sign in, and claim or create the profile for your practice.
- Use the office address where you see clients. Google does not allow a virtual office, a coworking desk without signage and staff, or a telehealth-only practice.
- Write your name as it appears on your license. Google allows a credential such as "Jane Smith, LMFT", but no extra words like "Anxiety Therapy Denver".
- Select Edit profile and set the main category to "Psychotherapist", "Counselor" or "Psychologist". Add "Marriage or relationship counselor" or "EMDR psychotherapist" if they fit.
- Add your phone, website and booking link, then select Save.
Rewrite your Psychology Today profile
40 min
Psychology Today lets people browse therapists by city and by issue, such as anxiety, trauma or couples. A specific profile tells a reader in a few lines whether you can help.
- Sign in at member.psychologytoday.com, or join at join.psychologytoday.com.
- Rewrite the first sentence to name who you help and with what, for example "I help adults with panic attacks and work stress."
- Check only the issues you treat often. A list of 30 issues reads like you have no focus.
- Fill in your fees, the insurance plans you accept, and whether you offer video sessions.
- Add your website link so readers can learn more about you.
Set your review rules before a review appears
20 min
Your ethics code bars you from asking current clients for testimonials, and HIPAA bars you from confirming that someone is a client. Decide how you will handle reviews now, while you are calm.
- Read APA standard 5.05 or the testimonial rule in your own code. The ACA, NASW and AAMFT codes have the same rule.
- Do not ask current clients for Google reviews in session, by text or by email. Do not let office staff ask for you.
- Save the negative review reply template from this page in a note on your phone.
- Never reply with a diagnosis, a session date, or "sorry treatment did not help you". Each one confirms the writer is a client.
- Check your Google reviews once a week so a hostile review never sits for a month.
Write one page for your main issue
2 hours
People search for the problem, not the license. "Anxiety therapist near me" gets 8,100 searches a month and "couples therapy near me" gets 49,500, and a page on each gives Google a clear match.
- Pick the issue that brings you the most clients.
- Write 600 to 900 words: who it is for, what sessions look like, your method in plain words, fees, insurance, and how to book.
- Put the issue and your city in the page title, for example "Anxiety Therapy in Denver".
- Add three questions clients ask on the first phone call, with short answers.
- Link the page from your homepage and from your Google profile services.
Make openings, fees and next steps easy to find
45 min
Close to half of psychologists had no openings in the APA 2025 survey, so people reach out to several therapists at once. The one who answers fees, insurance and openings up front saves them a call.
- Add one line near the top of your homepage, such as "Accepting new clients for in-person and video sessions." Change it when you are full.
- Publish your session fee and the insurance plans you accept. If you are out of network, say you give superbills, the receipts clients send to their insurer.
- Put your phone number or a booking link on every page. If HIPAA applies to your practice, use an intake provider with the required business associate agreement. A name and phone tied to a request for care can still be protected health information.
- Record a voicemail greeting that says when you return calls and that callers in crisis should call or text 988.
- Test the form and the phone from your own mobile phone.
Your 90-day SEO plan for therapists
After the first week, work through one phase at a time. Most businesses see their Google Business Profile move first and their website pages later.
Weeks 1 to 2
Get every listing to match
Every place a client might find you shows the same name, address, phone and openings.
- Finish the five first-week tasks.
- Claim GoodTherapy and TherapyDen profiles and copy the same name, address and phone from Google.
- Search for your name in each insurance panel directory you belong to and correct any old address or phone.
- Create Bing Places and Apple Business Connect listings with the same details.
- Ask two colleagues who know your work to endorse you on Psychology Today.
Weeks 3 to 4
Build pages for each issue you treat
Have one specific page for each main issue or client group you see.
- Write pages for your next two or three issues, for example depression, trauma or couples.
- Write an About page with your license type, state and number, your training, and a real photo.
- Add a fees and insurance page that answers "how much does therapy cost" for your practice.
- Add a "what to expect in a first session" section to your site.
- Add a service in your Google Business Profile for each page and link to it.
Month 2
Answer the questions clients search
Publish posts that answer the questions people ask before they book a first session.
- Write two posts from the blog ideas below, starting with cost and insurance.
- Explain each method you use in plain words. "What is EMDR therapy" gets 27,100 searches a month.
- Post an update on your Google Business Profile each week about a group, a workshop or new openings.
- Add photos of your building entrance, waiting room and office so first-time clients know where to go.
- Offer a short talk or a resource sheet to one local referral source, such as a school counselor, a primary care office or a divorce mediator.
Month 3
Measure and adjust
Find which searches bring inquiries and put more work into those pages.
- Set up Google Search Console and check which searches show your pages.
- Check calls and website clicks in the Performance section of your Google Business Profile.
- Rewrite the title of any page that shows up often but gets few clicks.
- Ask whoever does intake to record "how did you find us" for every new inquiry.
- Update your openings line on Google, Psychology Today and your website.
Copy-paste templates
Edit the parts in brackets, then paste. Each template follows the platform's rules and character limits.
Fill in your details once. Every template updates.
Google Business Profile description
Paste into Edit profile, then the description field. Google allows up to 750 characters and asks you to focus on your practice, not prices or promotions.
Your Business offers counseling and psychotherapy for adults and couples in Your City. We help with anxiety, depression, relationship stress, grief and trauma. We use methods with research behind them, including CBT and EMDR, and we explain each one in plain words. Sessions take place in person at our Your City office or by secure video for clients in [state]. Our therapists are licensed in [state]. We accept [insurance plans] and provide superbills for out-of-network benefits. We are currently accepting new clients. Call or use the form on our website to set up a short phone call and see if we are a good fit.
617 characters
Endorsement request to a colleague (not a client)
Text or email to a colleague or referral partner. This replaces the usual review request text because ethics codes bar therapists from asking current clients for testimonials. Do not send review requests to clients.
Hi [name], this is [your name] from Your Business in Your City. If you know my work well enough to recommend it, would you add an endorsement to my Psychology Today profile? No pressure at all if you would rather not.
217 characters
Reply to a negative review
Reply on Google or Yelp. Use the same reply whether the writer is a client or not, so the reply never confirms who is in care.
Thank you for taking the time to write. Privacy law and our professional ethics do not allow us to confirm or discuss whether any person has been seen at Your Business. We take every concern seriously. If you would like to talk, please call our office at [phone] and ask for [practice owner name].
297 characters
Outline for an issue page
Use for each issue you treat, such as anxiety, depression, trauma or couples.
[Issue] therapy in Your City 1. Who this is for: [three or four signs, in the words clients use] 2. How we help: [your method, for example CBT, in two plain sentences] 3. Your first session: [length, what we talk about, what you do not have to share] 4. Fees and insurance: [fee, plans accepted, superbills] 5. In person or online: [office in Your City, video sessions in [state]] 6. Common questions: [three questions from first phone calls] 7. Next step: [booking link or phone] at Your Business
498 characters
FAQ block for your website
Paste at the bottom of your homepage or fees page.
How much does a session cost at Your Business? [Fee] for a [50]-minute session. We accept [plans] and give superbills for out-of-network benefits. Do you offer online sessions? Yes. We see clients by secure video anywhere in [state], and in person at our Your City office. Are you taking new clients? [Yes, we have openings on (days).] What happens in the first session? We talk about what brings you in, what you want to change, and whether we are a good fit. You do not have to share anything you are not ready to share.
525 characters
12 blog posts your customers are searching for
Each post answers a question people ask Google before they choose a business. One helpful post a week adds up to a site that ranks for hundreds of searches.
How much does therapy cost, and what will insurance pay?
Search: “how much does therapy cost”Comparing options
Does insurance cover therapy? How to check your benefits in one phone call
Search: “does insurance cover therapy”Looking for answers
What is EMDR therapy, and what happens in a session?
Search: “what is emdr therapy”Looking for answers
CBT vs DBT: which one fits what you are dealing with?
Search: “cbt vs dbt”Comparing options
What to expect at your first therapy session
Search: “what to expect at first therapy session”Looking for answers
How often should you go to therapy?
Search: “how often should you go to therapy”Looking for answers
Is therapy worth it? Questions to ask yourself before you start
Search: “is therapy worth it”Looking for answers
Marriage counseling or couples therapy: is there a difference?
Search: “marriage counseling near me”Comparing options
Psychologist, counselor or social worker: who should you see?
Search: “psychologist near me”Comparing options
When is anxiety worth talking to a therapist about?
Search: “anxiety therapist near me”Looking for answers
Low mood in winter or depression? When to reach out for help
Search: “therapist for depression near me”Looking for answers
How to tell a therapist is a good fit after the first two sessions
Search: “therapist near me”Comparing options
No time to write them?
Aranx finds the searches your customers make, writes posts like these in your voice with images and links, and publishes them to your WordPress or Shopify blog on a schedule you set.
See how Aranx worksHow to show up in ChatGPT and Google AI answers
People now ask ChatGPT, Google AI Overviews and similar tools questions like "Which therapists near me do EMDR and take Aetna?" In BrightLocal's 2026 survey, 40% of consumers said they trust AI platforms to recommend businesses, and 82% read AI-generated review summaries. These tools build answers from pages they can read, such as your website, your directory profiles and your Google profile.
A tool can only name you if those pages state the facts in plain text. Write your city, license type, the issues you treat, your methods, your insurance plans and the states where you offer video sessions as sentences on your site, not only inside images or PDFs. Keep the same facts on Psychology Today, Google and your website so every source gives the same answer.
Ethics rules limit how therapists can get reviews, so your written pages do more of the work. A clear FAQ, a fees page and one page per issue give AI tools specific facts to quote. Never publish a client story, even with the name removed, without a signed HIPAA authorization.
Listings and directories to consider
Customers find you on these sites, and Google checks them to confirm your business details. Use the same name, address and phone number on every one.
Google Business Profile(opens in a new tab)
Controls whether you appear on the map for "therapist near me" and similar searches. Needs an office where you see clients.
Psychology Today(opens in a new tab)
The directory people use to browse therapists by city and issue. It also supports endorsements from colleagues.
GoodTherapy(opens in a new tab)
A large directory of licensed therapists and counselors. Another profile with the same facts as your website.
TherapyDen(opens in a new tab)
A values-based directory that lists in-person and online therapists. Fill in the issues and identities you work with.
Open Path Collective(opens in a new tab)
A reduced-fee network. Worth joining if you keep a few lower-fee spots open, since its members search for therapists who offer them.
Bing Places for Business(opens in a new tab)
Controls your listing in Bing search and Bing Maps. Copy the same details from your Google profile.
Apple Business Connect(opens in a new tab)
Controls how your office appears in Apple Maps and Siri on iPhones.
5 SEO mistakes therapists make
Asking current clients for Google reviews
APA standard 5.05 and the ACA, NASW and AAMFT codes bar it, even when office staff do the asking. Let reviews come on their own and ask colleagues for directory endorsements.
Replying to a review in a way that confirms care
Use one neutral reply for every review, good or bad, that never mentions treatment. HHS has fined practices whose review replies disclosed patient details.
Listing a home or virtual office to get on the map
Google allows a profile only at a place where you see clients during your stated hours. If you work only by video, put that effort into directories and your website.
One services page that lists 20 issues
Write a separate page for each of your main issues. A page that names 20 issues gives Google no clear match for "anxiety therapist" or "couples therapy".
Hiding fees, insurance and openings
Put your fee, the plans you accept and your current openings on your site and every profile. People who contact several therapists at once respond to the one who answers first.
Questions therapists ask about SEO
How long does SEO take for a therapist?
Fixing your Google Business Profile and Psychology Today profile can bring inquiries within a few weeks, because those pages already get seen. New pages on your own website often take several months to show up for searches like "anxiety therapist" plus your city. Practices in large cities with many therapists take longer than small towns. Track inquiries by source each month so you can see what is working.
Can I ask my clients to leave Google reviews?
Not current clients. APA standard 5.05 says psychologists do not solicit testimonials from current therapy clients, and the ACA, NASW and AAMFT codes have the same rule. Having your front desk ask does not change that. Anyone else open to undue influence, such as some former clients, is off limits too. If a client chooses to leave a review on their own, that is their choice. Put your energy into your website and directory profiles instead.
I only see clients by video. Can I have a Google Business Profile?
Google's rules say a business needs a physical location that customers visit, or it must travel to customers. A telehealth-only practice fits neither, and virtual offices are not allowed. If you rent an office and see some clients there during set hours, you can list that address. Otherwise, focus on Psychology Today, other directories and your own website, and say which states you are licensed in.
Should I pay for Google Ads instead of doing SEO?
Ads for "therapist near me" cost about $22 per click in our data, and you pay for every click, even from people outside your state or your insurance plans. SEO costs your time but keeps working after you stop. For a solo therapist, a strong Google profile and Psychology Today listing cost little and should come first. If you need clients fast, run a small ad budget for your main issue while your pages grow.
Do I need a blog?
You need answers more than a blog. People search questions like "what is EMDR therapy" and "how much does therapy cost" thousands of times a month. One clear post that answers a question you hear on intake calls is worth more than weekly posts about general wellness. Start with your fees, your methods and what happens in a first session. Add a post each month if you can keep it up.
Can I put client testimonials on my website?
Be very careful. Ethics codes bar soliciting testimonials from current clients. HIPAA treats using a client's words in marketing as a use of health information, which needs a signed HIPAA authorization, not general consent. Many therapists skip testimonials and publish colleague endorsements, credentials and clear explanations of how they work. Check with your licensing board before you post any client words.
What should I do about an unfair or fake review?
Do not argue in public and do not reveal anything about the person. If the review breaks Google's rules, for example it is spam, off topic or from someone who was never at your office, report it through your Google Business Profile. Then post a short neutral reply that does not confirm care. The FTC rule on reviews also bars threats or false accusations to get a negative review removed.
Sources
- American Psychological Association: Ethical principles of psychologists and code of conduct
- Person Centered Tech: Testimonials and reviews in mental health practice: ethics, HIPAA, and post-COVID marketing
- U.S. Department of Health and Human Services: Guidance on HIPAA and cloud computing
- U.S. Department of Health and Human Services: HHS Office for Civil Rights reaches agreement with health care provider in New Jersey that disclosed patient information in response to negative online reviews
- American Psychological Association: 2025 Practitioner Pulse Survey
- BrightLocal: Local Consumer Review Survey 2026
- Google Business Profile Help: Guidelines for representing your business on Google
- Federal Trade Commission: Federal Trade Commission announces final rule banning fake reviews and testimonials
Search data: Google Ads search volume via DataForSEO, United States, August 2026. Facts checked on .