If you’re a therapist looking to reach more people, you probably already know that having a website is key. But simply having a website isn’t always enough. Your ideal clients need to be able to find you, and that’s where SEO, or Search Engine Optimization, comes in. SEO is the process of making changes to your website so it shows up in search engines like Google when someone searches for things related to your services. For example, if someone searches for “anxiety therapy in [Your City],” a solid SEO strategy helps your site appear in those results.

But SEO can seem confusing at first, especially with so many technical terms and moving parts. The good news? You don’t have to be an expert to get started! Let’s go over five common SEO mistakes therapists make and simple ways to avoid them.

1. Ignoring Local SEO

The Mistake:
Many therapists forget to optimize their websites for local searches, which means adding information that helps people in your area find you. Imagine you’re a therapist in San Francisco, and someone searches “therapist in San Francisco” or “anxiety therapy in San Francisco.” If your website isn’t optimized for local searches, your ideal clients may miss out on finding you.

How to Avoid It:
To help search engines connect you to local clients, include your city and state in key areas of your website, like the title or description on your homepage. You should also set up a Google My Business profile (it’s free!) and add your office location (or service area if you offer telehealth) so you show up when someone searches for therapists nearby.

2. Not Using the Right Keywords

The Mistake:
Keywords are the specific words and phrases people type into search engines when they’re looking for help. A common mistake is using only clinical terms that may not match what your clients are searching for. For instance, while you may list “CBT therapy” on your site, potential clients are likely searching for something more like “therapy for anxiety” or “help with depression.”

How to Avoid It:
Think about what your clients might actually search for and use that language. Tools like Google Keyword Planner or Answer the Public can help you research what clients are typing into search engines. Then, use these terms naturally in your page titles, headings, and throughout your site content to make it easier for search engines to match your site to relevant searches.

3. Skipping Image Optimization

The Mistake:
Images can enhance your website, but if they’re not optimized, they can also slow it down and hurt your SEO. Search engines love sites that load quickly and penalize those that are slow. Plus, if your images don’t have alt text, which is a simple description of what’s in the image, search engines can’t “see” what’s in them, making it a missed opportunity to add relevant keywords.

How to Avoid It:
Before uploading images to your site, use a tool like TinyPNG to compress them, which reduces file size and speeds up loading. Add descriptive alt text for each image, ideally including some keywords where it makes sense. For instance, if you have a picture of your therapy office, your alt text might say, “Cozy therapy office in [City] for anxiety and trauma counseling.”

4. Forgetting to Add Internal Links

The Mistake:
Internal links are links that go from one page on your website to another page on the same site. These links help visitors (and search engines) find related content on your website, and they give your pages more structure. Many therapists miss this chance to guide visitors around their site, making it harder for search engines to understand the site’s layout and content connections.

How to Avoid It:
When you write a blog post or update your site, look for natural places to link to other pages. For example, if you have a blog post about “Managing Anxiety,” link to your anxiety therapy service page within the post. It’s a great way to lead potential clients to more helpful content and keep them on your site longer.

5. Overlooking Mobile Optimization

The Mistake:
With so many people searching from their phones, a website that doesn’t look or function well on mobile can be a big problem. If your site is hard to navigate on a phone, visitors might click away, which tells search engines that people aren’t finding what they need on your site, affecting your ranking.

How to Avoid It:
Use a responsive design, which automatically adjusts your site’s layout depending on the device. Most website platforms, like Squarespace or WordPress, have mobile-friendly options or templates built in. Be sure to test your site on a phone to see if the text is easy to read, images load properly, and buttons are easy to click.

Take Small Steps for Big Results

SEO doesn’t have to be overwhelming! Making these small changes can help search engines connect your site to potential clients searching for your services. Over time, these adjustments make a big difference, helping more people discover the incredible support you offer. Remember, a few tweaks here and there can go a long way in bringing the right people to your digital doorstep.