The Right and Wrong Ways to Include Local SEO onto Your Therapist Website
There's a constant battle in the world of SEO (Search Engine Optimization) to climb the rankings and reach your target audience. But sometimes, in the heat of keyword research, tactics can go from strategic to sloppy. One example? Including irrelevant location names in titles and throughout content to target searches.
Now there can be a LOT to cover with regard to SEO, so this will focus on something very specific that I came across the other day. I found myself on the website of a group practice that provides mental health services in the Gig Harbor and Tacoma areas of Western Washington, and that’s a fantastic thing. However, their website was made by a website developer who did an incredibly sloppy job with their SEO and an almost careless disregard for the reader—-this practice’s potential clients!
So what was so bad?
They bizarrely referred to conditions in hyper local terms such as “Gig Harbor Autism Disorder” and “Tacoma Pervasive Development Disorders,” going so far as to later refer to the condition as “Tacoma PDD.”
This tactic might seem clever at first - after all, you're including a highly relevant location keyword, right? But here's why it backfires:
1. Readability Takes a Nosedive: Imagine reading a blog post peppered with phrases like "Seattle Panic Attacks" or "Los Angeles Generalized Anxiety Disorder." It sounds awkward and disrupts the flow of information so much, you almost wonder if a human proofread the headline at all! People are there to consume helpful content, not decipher location-specific titles.
2. Search Engines Are Smarter Now: Search engines like Google prioritize user experience. While location can be a factor and you SHOULD absolutely put your location throughout your site, they focus on delivering the most relevant and accurate content. Keyword stuffing with unnecessary location tags throws up red flags for them. Search engines are sophisticated enough to understand that someone searching for "anxiety therapy" might be looking for local services as well.
3. Limited Appeal: Targeting "Tacoma Anxiety Disorder" might get you a few local searches, but even that is highly debatable. Additionally, it excludes everyone else looking for general anxiety information. A broader term like "Anxiety Therapy" with a well-optimized location page will cast a wider net. You're pigeonholing yourself with hyper-specific keywords, especially in the age of state-wide telehealth therapy.
So why did the group practice leave it like that?
That is the million-dollar question, but I do have some thoughts.
They thought the web developer knew something they didn’t.
Even though this practice KNOWS there is no such disorder as Tacoma Pervasive Development Disorder, they likely thought the web designers must know the inner workings of SEO and these bizarre word salads must be the Rosetta Stone for driving traffic! (Psst…it’s not!)They didn’t know how to make the change.
Their website is in WordPress, which is fine if you’re comfortable with that. However, it’s entirely possible that they paid for a site and had no idea how to make changes to it. This is EXACTLY why My Digital Maven intentionally uses Squarespace for our default websites, so you can very easily manage YOUR website yourself.
The Right Approach to SEO for Therapy Services
So, what's the right approach for a mental health provider in Tacoma looking to improve their SEO for anxiety disorder services? Here are some effective strategies:
Conduct proper keyword research: Utilize tools like Google Keyword Planner to identify relevant keywords with decent search volume. Look for terms that people in YOUR city (Tacoma, for this example) might use to find anxiety treatment. Here are some examples:
anxiety therapy Tacoma
anxiety therapy near me
Optimize Titles and Meta Descriptions Naturally: Instead of "Tacoma Anxiety Disorder Services," craft titles like "Anxiety Therapy in Tacoma, WA" or "Finding Relief from Anxiety in Tacoma." Honestly, you don’t even need to include your city name here. As mentioned before, search engines are smart. If you have your address throughout your page, including your footer, Google will connect the dots to your anxiety services page.
Create High-Quality Content: This is the heart of good SEO. Develop informative blog posts or website pages that address common questions people with anxiety might have. Examples of valuable content could be:
"Understanding the Different Types of Anxiety Disorders"
"How to Manage Anxiety Symptoms Effectively"
"Finding an Anxiety Therapist in Tacoma That's Right for You"
Structure Your Website for User Experience: Ensure your website is easy to navigate and find relevant information quickly. Include a dedicated service page for "Anxiety Treatment" that clearly outlines your services and how they benefit Tacoma residents.
Prominently State Your Location on Your Website: This can include your full address on your contact page, in your footer, a Google maps embed of your physical location, a FAQ including your complete service area, including state-wide if telehealth, and sprinkle it in wherever it seems NATURAL.
Try it for yourself
Go to Google and type: “Anxiety disorder” then type “anxiety therapy.” Do you notice the difference? It all comes down to what Google things your search intent is. Search intent helps Google (and other search engines) prioritize what type of results it returns to better serve the person performing the search. There are four types of search intent:
Informational intent: Searchers want to learn something.
Transactional intent: Searchers want to buy something.
Navigational intent: Searchers are looking for a specific website.
Commercial intent: Searchers are looking to buy a product or service
With that in mind, try this.
When you search for “Anxiety disorder” Google thinks your intent is informational, so it displays few local results.
When you search for “Anxiety therapy” Google now includes the “places” section, which shows therapy services close by. It sees the intent as possibly informational and possibly commercial.
But the best one? “Anxiety therapy near me.” That is almost entirely commercial intent, and Google delivers a plethora of local practices to choose from.
By following these steps, your mental health practice will attract a wider audience looking for anxiety services in your area. Improve user experience, establish yourself as a trusted resource, and climb the search rankings for relevant keywords without resorting to awkward keyword stuffing. Remember, SEO is about creating a user-friendly website with valuable content, not outsmarting search engines with gimmicks.
I hope this helps you take a fresh look at your SEO efforts to make sure you’re doing the good stuff, and limiting the bad stuff. However, if it all seems confusing and you need some help, My Digital Maven would be happy to handle that for you. We do website design, website reviews (consultations) and website renovations (updates) exclusively for the mental health community. Please reach out if you have any questions or would like to get started on YOUR next project.
