Local SEO Essentials

I once had a therapist say to me, “Dan, I blogged twice, used a couple of hashtags, and even mentioned ‘therapy’ in my bio. Why am I not ranking on Google yet?”

If only it were that easy.

SEO, or Search Engine Optimization, is like building trust with Google. It takes time, strategy, and consistency. But once it clicks, it can quietly bring in the right people to your practice without you having to dance on Instagram or send weekly emails.

There are two main types of SEO strategies you need to understand as a private practice therapist: local SEO and general SEO. Think of local SEO as the “I want to find a therapist near me” approach, while general SEO is more like “I’m researching therapy for anxiety and burnout” on a national level.

Let’s break that down.

Local SEO: Be Found in Your Own Backyard

If your goal is to attract clients in your own city or neighborhood, local SEO is your best friend. You’ll want to sprinkle your city name and surrounding areas into your website text, service pages, and even blog posts. Make sure your address and phone number are easy to find, and set up a Google Business Profile if you haven’t already.

For example, if you’re based in Austin, Texas and specialize in couples therapy, phrases like “couples counseling in Austin” or “Austin therapist for relationships” should be part of your site language.

You’re telling search engines, “Hey, this is who I help and this is where I do it.” And when someone types in “therapist near me,” guess whose website just became a lot more relevant?

Now, let me add a personal layer here. At A2dd, we’ve helped therapists land on the first page of Google just by focusing on location-based terms and updating their profiles regularly. No ad spend, no gimmicks, just local SEO working quietly in the background like a digital assistant with excellent manners.

General SEO: Go Beyond Zip Codes

If you’re creating content, writing blogs, or launching a course that speaks to people beyond your local radius, then general SEO is your lane. Instead of focusing on city-specific phrases, you’re targeting broader keywords like “how to cope with social anxiety” or “EMDR therapy explained.”

This approach is especially helpful for therapists offering telehealth services, online courses, or writing blog content to build authority. It’s about showing up for the right searches no matter where the user is located.

To make general SEO work, you’ll need strong content. That means writing blog posts, answering common client questions, offering tips, or sharing insights that your ideal client is probably typing into Google at midnight while lying in bed.

So, Which One Should You Focus On?

It depends on your goals.

If you want to build a local caseload, start with local SEO. If you plan to expand, reach a broader audience, or eventually build digital products, layer in general SEO.

I always tell our clients, you don’t have to do everything at once. SEO is a slow cooker, not a microwave. Add your ingredients, stir once in a while, and let it do its thing.

• And if you ever catch yourself Googling “how does SEO even work,” just remember, you’re not alone. Even seasoned pros like me still learn new things all the time. The key is to stay curious and consistent.