Local SEO for Therapy Practices: How to Show Up and Fill Your Calendar

You’re running a therapy practice — not a media company. But in today’s world, if you’re not showing up in local search results, you’re invisible to the people who need you most.

Local SEO helps potential clients find your practice when they search for things like:

• “child therapist in Denver”

• “EMDR near me”

• “queer-friendly couples counseling Boston”

It’s not magic. It’s just about being findable on purpose.

Here’s how to boost your visibility, attract more right-fit clients, and build a stronger presence in your city — without hiring an SEO agency or writing a weekly blog.

1. Start with Google Business

Let’s be honest: a surprising number of therapy practices don’t have a Google Business Profile set up. Or if they do, it hasn’t been touched since pre-pandemic.

This is the #1 thing you can do today to improve your local visibility.

To create your profile:

1. Go to google.com/business
2. Sign in with your work email
3. Click “Add your business to Google”
4. Choose a clear, searchable name (e.g. “Riverside Therapy Group – Nashville, TN”)
5. Add your physical address (or service area if you're telehealth-only)
6. Select categories like “Mental Health Service” or “Counseling Clinic”
7. Upload real photos of your office or logo (well-lit, welcoming, office photos and high resolution logos only please!)
8. Add hours, website link, and contact details

Why it matters:
Your Google Business Profile is what shows up in map results and “near me” searches — often before your website. If you don’t have one, you’re invisible.

2. Your Name Matters More Than You Think

SEO starts before the search — it starts with your name.

If your practice is called something poetic like “Center for Growth” or “Beacon Counseling,” Google doesn’t automatically know what you do or where you are.

Make your location and services obvious.
You don’t need to change your name — just extend it online:

• Website title: “Center for Growth | Trauma Therapy in Boulder, CO”

• Google listing: “Center for Growth – Boulder Therapy Practice”

This helps Google (and people) understand what you offer and where.

3. Create City-Specific Pages on Your Website

If you have offices in multiple locations — or want to attract clients from nearby cities — create separate pages on your site for each one. Not blog posts. Pages.

Example:

• /trauma-therapy-austin

• /grief-counseling-san-diego

• /child-therapy-new-york

Each page should have:

• A clear headline (e.g. “Grief Counseling in San Diego, CA”)

• A short description of your services

• Internal links to your therapists and booking info

• Local references if possible (“We’re located just off the 5, near Balboa Park”)

You’re showing both Google and potential clients that you understand the local context.

4. Keep Your Info Consistent Across Platforms

Google wants to trust you. So if your name, address, and phone number (NAP) don’t match everywhere — your website, Psychology Today, Care.com, your EHR directory — it gets confused.

Tip: Use the exact same formatting across all listings. That means:

• Always spell “Street” or always use “St.”

• Use the same phone number (no switching between office lines and mobile)

• Match your name exactly — “Renew Therapy Group” ≠ “Renew Therapy”

5. Speak the Local Language

If you serve the Bay Area, say Bay Area. Not just California. If your office is in Highland Park, mention that instead of just “Chicago.”

Local SEO is about helping people feel like you’re right here.

Include regional language in:

• Your homepage copy

• Therapist bios

• Meta descriptions

• Even blog posts (if you have them)

6. Make Sure Your Website Works on Mobile

Over 60% of people searching for therapy services are doing it from a phone. If your site isn’t mobile-optimized, loads slowly, or makes it hard to contact you, they’ll bounce — fast.

What to check:

• Load speed (under 3 seconds is ideal)

• Easy-to-read fonts

• “Book a consult” or “Contact us” button on every page

If you’re using Breksey’s inquiry tools, your forms are already mobile-friendly and designed to reduce drop-off.