Your Practice Name Is a Search Engine Strategy. Treat It Like One.

What Should I Name My Private Practice? (Hint: Google Has an Opinion)

Naming your therapy practice can feel like naming a baby. Or a dog. Or a yoga studio in 2011. Should it be poetic? Personal? Full of metaphor? (Silver Circle Counseling, we see you.)

But here's the thing: your practice name isn’t just about vibes. It’s also one of the most powerful tools you have for local search engine optimization (SEO)—aka helping potential clients find you when they’re searching online.

At Breksey, we help therapists grow their practices—and yes, that includes getting the name right from the very beginning.

Why Your Therapy Practice Name Actually Matters

Let’s say someone types “anxiety therapist in Chicago” or “child therapy near me” into Google. The algorithm gets to work, pulling results based on a few key signals—one of the biggest? 👉 Your business name.

If your practice is called Chicago Anxiety Therapy Group, Google connects the dots immediately. If it’s called Ocean Light Healing, you’re going to need a whole lot of extra SEO work to show up in that search.

Your name is prime real estate. Use it wisely.

How to Name a Therapy Practice (So Clients Can Actually Find It)

Let’s walk through the basics—no jargon, just strategy.

1. Include Your Specialty

Your name is a chance to tell both Google and your clients what you actually do. Are you a couples therapist? Do you specialize in trauma, teens, or postpartum support?

Use the words your ideal clients would search:

• Anxiety Therapy

• ADHD Counseling

• Marriage & Family Therapy

• Child Psychologist

💡 Examples:

• Brooklyn Teen Therapy

• San Diego Couples Counseling

• North Shore Trauma Recovery

2. Include Your Location

Even in the age of telehealth, people still search locally. “Therapist near me” is one of the most common search phrases. Google connects the dots when your business name includes a city, neighborhood, or region.

Don’t overthink it—just be honest about where you’re based.

• Austin Child Counseling

• West LA Neurodivergent Therapy

• Phoenix ADHD & Anxiety Clinic

These names tell a story and help people say: “Ah, that’s exactly what I need.”

3. Be Clearer Than You Think You Need to Be

Yes, we know Blue Oak Wellness Collective sounds peaceful. But clarity beats creativity when it comes to searchability.

If you love a more abstract name, no judgment—just pair it with something more descriptive: Blue Oak Counseling – LGBTQ+ Affirming Therapy in Oakland

Google won’t appreciate your metaphor. But your clients will appreciate being able to find you.

Therapist Name vs. Practice Name: Should You Use Your Own?

If you’re a solo practitioner, using your name (e.g., Priya Patel, LCSW) is totally fine. Just know it won’t help much with SEO unless you add some keywords elsewhere—like in your website tagline, page titles, and Google Business Profile.

Better yet: Priya Patel, LCSW – Anxiety & Trauma Therapy in Houston

Voilà: trust-building and search-optimized.

Should You Rename an Existing Practice?

If your current name isn’t pulling its weight—aka helping clients find you—it might be time. Especially if:

• You’ve changed locations or specialties

• You’re not showing up in local search results

• You’re rebranding your website anyway

A rename can feel scary, but it’s often a smart move. And no, you don’t need to lose your identity—you’re just giving it a clearer signpost.

TL;DR: Your Name Is SEO Gold

If you want your therapy practice to show up when clients search for help, name it like they talk:

• Be specific

• Use real keywords (not just poetic ones)

• Include your location

Or to put it more bluntly: Google can’t help you if your name is a riddle.