Local SEO for therapists and counselors

By Jason Murphy · 2 min read · Updated September 29, 2026

The short answer

Local SEO for therapists works differently because of ethics rules. Set up a Google Business Profile if you see clients in person, keep directory listings like Psychology Today current, and write a page for each concern you treat. Most professional codes bar asking current clients for testimonials, so build trust through clear pages and credentials instead of reviews.

Google profile rules

Eligible if clients meet you at the address during stated hours.
Telehealth-only practices without an office don't qualify.
Use your name and license, like "Jane Doe, LCSW", or your practice name.

Pages that match searches

Clients search by concern and place: "anxiety therapist Springfield", "couples counseling near me". A page for each concern you treat, saying how you work and whether you take insurance, matches those searches better than a single services list.

Reviews without asking

Clients will sometimes leave reviews unprompted. Don't reply in a way that confirms they're a client. A general note in your profile description about how to reach you is fine; a reply thanking someone for their sessions is not.

Questions

Do directories matter for therapists?

A lot. Psychology Today and insurer directories are where many clients start.

Can I hide my office address?

Only if you don't see clients there. If you do, the address shows.

Should therapists blog?

Short, plain answers to common client questions help more than long essays.

About the author

Jason Murphy, Founder

Jason has spent two decades building sites, search programs, and digital products for businesses. At Lehvel, he leads product and strategy.

Jason Murphy on LinkedIn

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