I’ve noticed that, unless you’re a professional in the field, most business owners don’t really know what SEO is. So if that’s you, know that it’s okay—and you’re not alone. My goal with this blog is to explain SEO in a simple, direct way without going down a rabbit hole, because SEO is, in fact, a very deep, ever-changing, and constantly evolving topic.
Rather than diving into how you do SEO, I want to focus on what it is so that you can make informed decisions for your business when talking to an agency that provides SEO services.
Let’s start with the fact that if you’re a counsellor or the owner of a counselling clinic, SEO should be a huge priority if you plan to grow your practice. Here’s why.
Why Should Counsellors Care About SEO?
Referrals are a big part of counselling services, and that’s true for most industries. However, when it comes to mental health, many people feel embarrassed or hesitant to ask for help. So, what do they do when they finally decide to seek support? They Google it.
For your counselling clients, the first step many people take when they’re looking for a therapist is to search online. If your website doesn’t show up in their search results, they’re likely to find and book with someone else instead—and that’s a missed opportunity to help someone who needs your services.
Let me break it down for you what SEO can bring to your business:
Increased Visibility
SEO helps practices get in front of people who are actively searching for the help they provide.
Example: Picture someone in Halifax searching for “anxiety therapy near me.” If a website is optimized for that search term, there’s a much higher chance it will be listed on the first page. Without SEO, the practice might not even make it onto their radar.
Builds Credibility
When a website shows up at the top of search results, it sends a message to potential clients that the practice is trusted and established.
Example: If someone looks up “grief counselling in Winnipeg” and a clinic’s website appears at the top of the list, it instantly adds credibility. People are more likely to trust clinics that Google ranks highly—whether it’s fair or not.
More Cost-Effective Than Ads
SEO is a long-term strategy that doesn’t require paying for every visitor, unlike paid advertising.
Example: If someone runs ads for “couples therapy in Victoria,” they’ll pay for every single click on the ad, even if those clicks don’t turn into appointments. SEO, on the other hand, gets the website to rank organically, meaning it can continue bringing in potential clients without constantly spending on ads.
Helps You Reach The Right Client
SEO ensures that the people finding a website are the ones who are genuinely searching for the services offered.
Example: Let’s say a practice specializes in trauma therapy. If the site is optimized for keywords like “trauma counselling in Calgary,” it will attract people specifically looking for that kind of help. Instead of casting a wide net, it brings in clients who are a perfect fit for the practice.
How SEO Works
Okay, but how does it actually work?
I usually explain to our clients that search engines—like Google, Bing, or DuckDuckGo—are powered by robots. These robots are smart, but they’re not human, and they can’t judge whether a website is “good” the same way a person would. Instead, they analyze how people behave when they land on a website to decide its quality.
For example, imagine the robot is saying:
“John’s website hasn’t been updated in three years. I’m not sure if it’s still relevant or up to date. Maybe I’ll put Maria’s website first because she’s constantly adding new content and keeping her site fresh.”
Or, consider how long visitors stay on a website. The robot might think:
“This counselling clinic in Abbotsford, let’s call them Abby’s Therapy, has an average time of 30 seconds spent on their site. Meanwhile, another clinic, Mental Abby, keeps visitors for over two minutes, and people even navigate through multiple pages. Mental Abby must have more engaging and useful content. I’ll rank Mental Abby higher when people search for ‘best counselling clinic in Abbotsford.’”
This isn’t literally how it works, but it’s a helpful way to think about how search engines assess websites.
In a nutshell, there are five main things a website needs to please these search engine robots:
1. Keywords
These are the words and phrases people type into search engines, like “stress counselling in Edmonton.” Using the right keywords in website content helps search engines understand what the site is about and match it to relevant searches.
Example: If someone searches for “marriage counselling in Vancouver,” a website should include that exact phrase in its services page or blog content to increase its chances of appearing in search results.
2. Google My Business (GMB)
Having a Google My Business (GMB) profile is essential for local SEO. It’s a free tool provided by Google that allows businesses to manage how they appear in local search results, including Google Maps.
Why it’s important:
- It helps potential clients find a clinic’s location, hours, and contact information.
- The clinic will show up in the local “map pack” when someone searches for “counselling clinic near me.”
- It allows businesses to collect and display client reviews, which also boost credibility.
Does GMB work with other search engines?
While Google My Business is a Google product, it can still influence other platforms indirectly. Many other search engines (like Bing and DuckDuckGo) use data sources and local directories that could include GMB information. However, these engines also have their own tools, like Bing Places for Business, which can be set up to ensure visibility across platforms.
Example: A person in Toronto searches for “anxiety therapy near me.” If the clinic’s GMB profile is optimized, it will appear on the map with its location, phone number, and reviews, making it easy for potential clients to connect.
3. Content
High-quality, informative content—like blogs, FAQ pages, and service descriptions—answers potential clients’ questions and keeps them engaged on a website. This signals to search engines that the site is valuable and relevant.
Example: Let’s say a practice writes a blog titled “How to Help Your Teenager with Anxiety.” A parent searching for that topic may land on the site, find the blog helpful, and explore the practice’s adolescent counselling services. The longer they stay and interact with the site, the better it ranks in search results.
4. Mobile-Friendly Design
This is one of the most understated but critical factors for good SEO. Most website visits now come from people’s phones, and having a mobile-friendly site is non-negotiable.
Why it matters:
- If a site isn’t mobile-friendly, it’s difficult to navigate on smaller screens, and visitors will leave quickly—hurting SEO rankings.
- Search engines can detect when a site isn’t optimized for mobile and will deprioritize it in search results.
Example: Imagine shrinking a desktop website to fit a phone screen. The text is too small, the navigation is clunky, and people leave immediately. Contrast that with a mobile-optimized design where everything is easy to read and click, keeping visitors engaged.
5. Backlinks
Backlinks are links from other trusted websites to a site, and they signal to search engines that the site is credible and relevant.
KIAI’s approach: Instead of chasing backlinks, the focus is on building an exceptional website first. If the site is truly great—informative, user-friendly, and engaging—the backlinks will come naturally, free of charge. Other websites will want to refer to the content because it adds value.
Example: Let’s say a blog on “Recognizing Burnout in the Workplace” is so insightful that an HR consulting firm links to it in their own blog. That backlink not only boosts SEO but also sends traffic to the site from a trusted source.
How to Get Started
Again, there are many ways to approach SEO, and there’s no official playbook from the source. Like many things in digital marketing, SEO is a process of testing and refining to see what works best for each business.
Our approach starts with a well-optimized website that allows potential clients to easily discover services, book appointments, and engage with practices. So it’s not just about having a website—it’s about creating one that is efficient, impactful, and designed to meet client needs.
We ensures websites include clear calls-to-action, essential tools, and smooth navigation. The aim is to build websites that serve both businesses and their clients effectively. That is how we start SEO. And of course we always will:
• Ensure sites are mobile-friendly and optimized for local searches.
• Research the best keywords to attract the right audience.
• Optimize websites to make them easy to locate.
• Create engaging content that answers common questions and builds trust.
Still, after that, there’s a long way to go and it’s an ongoing effort.
I hope this blog has helped you feel more confident about understanding SEO and how it can help counselling practices grow. If you’d like to explore this further, feel free to reach out —I’d be happy to chat!
