SEO for Therapists Beyond Just Local — How to Optimize for State-Wide & Telehealth Reach
If you’re a therapist trying to improve your website’s visibility in search results, you’ve probably heard a lot about local SEO—things like ranking for “therapist near me” or showing up on Google Maps. And that’s important… if you have a physical office. But what if you also offer telehealth across your state? Or what if your practice is entirely virtual?
If you practice beyond your physical office, you’ll need to go beyond traditional local SEO. Whether you’re seeing clients in person, online, or a mix of both, your website should be attracting clients from every area you’re legally allowed to serve—not just your ZIP code.
In this article, you’ll learn:
The foundational SEO steps to take when launching or relaunching your therapy website
How to optimize for both your city and your licensed state(s)
What to do over time to grow your SEO visibility and reach more clients
Tips specifically for fully remote, multi-state telehealth practices
Let’s dive in.
Part 1: SEO Foundations at Website Launch
These one-time (or once-in-a-while) tasks lay the groundwork for your website to be found by the right people in the right places.
1. Clarify Your Service Area(s)
Start by defining where you’re licensed and who you’re trying to reach. This could include:
Your city or metro area (for local SEO)
Your entire state (for telehealth)
Multiple states if you’re licensed in more than one
Being explicit about your service areas—on your homepage, about page, and footer—helps both search engines and prospective clients know where you can legally provide care.
2. Do Smart Keyword Research
Use free or low-cost tools like Ubersuggest or Google’s Keyword Planner to find keywords that reflect:
Location: “online therapist Washington,” “Portland EMDR therapy”
Specialty: “anxiety therapy Florida,” “LGBTQ therapist telehealth”
Modality: “virtual therapy for burnout,” “telehealth trauma therapist California”
Tip: Think like a client. What would you Google if you were looking for your exact services?
3. Optimize Core Pages with Local + State Keywords
Make sure your homepage, about page, services pages, and contact page include:
Your location(s)
Your licensure states
Keywords that describe your services, ideal clients, and therapy style
Example:
“I offer telehealth therapy to clients throughout Oregon and Washington, specializing in trauma recovery, burnout, and identity exploration.”
4. Use SEO Basics Everywhere
Even the small details matter:
Title tags and meta descriptions that include your specialties and locations
Headers (H1, H2, etc.) that use keywords naturally
Image alt text with descriptive phrases like “virtual therapy session in California”
SEO-friendly URLs like
yourwebsite.com/therapy-for-burnoutinstead ofpage1.html
Part 2: Ongoing SEO Maintenance & Growth
Once your site is launched, SEO becomes a long game. Here’s how to stay visible and competitive over time.
1. Monitor Keyword Rankings
Use Google Search Console or a tool like Ubersuggest to track how your site is ranking for your chosen keywords. You’ll be able to see what’s working, where you’re gaining traction, and where you might need to tweak your content.
2. Write Location-Based Blog Posts
If you’re licensed across a state—or in multiple states—you can attract more traffic by writing content targeted to specific areas or issues. For example:
“Coping with SAD in the Pacific Northwest (Telehealth Tips)”
“Finding an LGBTQ-Affirming Therapist in Rural Texas (Virtual Options Available)”
These kinds of posts build trust and SEO relevance.
3. Use Google Business Profile (if you have a physical office)
If you see clients in person, make sure your Google Business Profile is:
Claimed and verified
Fully filled out with your hours, services, and a profile photo
Getting reviews from satisfied clients (if ethically appropriate)
Note: If you’re 100% telehealth, Google unfortunately doesn’t allow Business Profiles—but you can still show up in organic search results with solid on-page SEO.
4. Build Backlinks and Directory Listings
Getting your name on other reputable websites helps boost your authority in search engines. Try:
Therapy directories (Psychology Today, TherapyDen, GoodTherapy, etc.)
State-specific counseling boards or professional associations
Guest posting on mental health blogs or local publications
5. Update Your Website Regularly
Search engines prefer sites that are active and up to date. Keep yours fresh by:
Adding new blog posts
Updating existing content with fresh info or new keywords
Fixing broken links or outdated service areas
6. Revisit Your SEO Strategy Quarterly
SEO isn’t a one-and-done project. Check in every few months:
Are your pages still ranking for your key terms?
Have your services, specialties, or licensure changed?
Do you need to add a new state landing page or remove an old one?
Bonus Tips: SEO for Multi-State Telehealth Practices
If you’re licensed in more than one state, go the extra mile by:
Creating individual landing pages for each state (e.g.,
yourwebsite.com/online-therapy-florida)Writing state-specific content that shows you understand regional concerns or cultures
Mentioning your licensure clearly and repeatedly (without sounding spammy)
This helps build relevance in search engines and reassures clients that you're legally allowed to support them.
Final Thoughts
SEO is one of the most powerful tools you have to attract the right clients—but only if it’s done intentionally. Instead of only optimizing for your city, expand your reach across every state where you’re licensed, especially if you offer telehealth.
Start with the basics at launch, then commit to checking in, refining your strategy, and creating content over time. It’s not about “hacking” the algorithm—it’s about showing up consistently where your clients are looking for you.
Pin it!
Some of My Favorite Private Practice Tools
Resources and Referral Links
