Finding The Perfect SEO Keywords for Therapists: A Case Study
If you’re like any of the therapists I’ve talked with lately, I’m sure even hearing the phrase SEO freaks you out. It’s one of those phrases that is completely polarizing. Either people feel relaxed and confident in their understanding of SEO OR the complete opposite – it makes them cringe and want to run away.
Which camp do you fall into?!
(I know… I’m not into false dichotomies either, I realize there are other options for how you feel about SEO – but for the sake of this example, bear with me LOL)
Regardless of your current understanding of SEO, I want you to realize one thing – SEO doesn’t have to scare you. So, today, we’re going to take one small step to understanding this crazy phenomenon of search engine optimization.
As your mental health SEO copywriter BFF, I’m here to help you make sure that when someone needs a therapist like you, they can find you.
What’s the point of doing all the good that you do, if no one can find you?!
So, let's sprinkle some keyword magic. Whether you're a seasoned pro or just starting, let’s turn your website into a magnet for those clients who need you to make the life change they’ve been looking for.
SEO Keyword Case Study for Therapists
Meet Deborah Calmington, an anxiety therapist in California. Together, we’re about to figure out the words that’ll make her pop up when someone's scrolling through Google. No rocket science – just simple, effective words that encourage search engines to showcase her website and profiles.
Deborah specializes in helping women in their 20’s to 50’s find peace through Cognitive Behavioral Therapy (CBT), Acceptance and Commitment Therapy (ACT), and mindfulness practices.
What are keywords?
Keywords are the specific words and phrases that users type into search engines when looking for something online. AKA what they type into the search bar in Google.
So, let’s talk about user intent. User intent is a fancy phrase asking what the intention is behind the search. What do people really want to show up on the search results when they type in “anxiety therapist in California”?
Keep these ideas in the front of your mind as we continue with this case study.
Step 1: Embracing User Intent
Knowing that Deborah’s audience is primarily women in their 20s to 50s, she’ll want to tailor her keywords to align with their potential queries and concerns. User intent is crucial – you want to address what these individuals are actively searching for.
Example Keywords:
Women's anxiety support in California
Coping strategies for anxiety in your 30s
Mindful living for women
Anxiety therapy for young adults
Step 2: Identifying Core Services
Let’s look at Deborah’s core services: CBT, ACT, and mindfulness. Understanding that potential clients might be searching for these specific therapeutic approaches is key to aligning the website with the user's intent.
Example Keywords:
CBT therapist in California
ACT counseling for anxiety
Mindfulness-based anxiety therapy
Anxiety specialist in Los Angeles
Step 3: Geographical Precision
Since Deborah operates in California, she would want to infuse geographical terms into her keyword strategy to enhance local searchability.
Example Keywords:
Best anxiety therapist in Los Angeles
California anxiety counseling
CBT for anxiety in San Francisco
Mindfulness Therapy Southern California
Step 4: Unleashing the Power of Tools
Now that Deborah has her list of possible keywords, she will want to refine it. This means utilizing tools like the “related searches” in Google, Google Keyword Planner, Ubersuggest, or Keywords Everywhere. These tools provide insights into search volume, competition, and variations, helping her pinpoint the most effective keywords for her therapy practice.
You can use a tracker like the one shown here to track the competition and frequency of each keyword. Ideally, you’d want a low-competition, high-volume term. But keep in mind that that is not always possible.
You can use a tracker like the one shown here to track the competition and frequency of each keyword. Ideally, you’d want a low-competition, high-volume term. But keep in mind that that is not always possible.
A note about types of keywords:
There are 2 specific types of keywords: short-tail and long-tail.
They refer to the length and specificity of the terms used in online searches.
Short-tail keywords are brief and general, usually one or two words, such as "anxiety therapy." They generate a high volume of searches but may lack specificity.
Long-tail keywords are longer phrases, like "CBT for anxiety in California." While they have a lower search volume, they are more targeted and often reflect users' specific queries. Short-tail keywords cast a wide net, aiming for a broad audience, while long-tail keywords are more precise, honing in on a particular niche or need.
Balancing the use of both types is essential for a comprehensive and effective keyword strategy.
So, Deborah now has a list of keywords – both long-tail and short-tail that are optimized for the user intent of her ideal clients.
Now what? Well… she will strategically place them on her website and blogs to get more traffic and clients.
But that’s for another blog.
What questions do you have?! Send me an email (ashley@copywithashley.com) and I’ll be happy to answer them!
Till next time!
XOXO,
Ashley, your LCSW SEO mental health copywriter & bestie
