How People Search For Therapists (And What It Means For Your Marketing)

Finding the right therapist can be a deeply personal and sometimes overwhelming process. But as a therapist, understanding how potential clients search for therapy services can help you position yourself effectively online.

Your website, SEO strategy, and overall marketing approach should align with how people actually look for help. In this post, we’ll break down the different ways clients search for therapists and what that means for your marketing strategy—including tips to improve your website, SEO, and digital presence.

How Different Therapy Clients Search for a Therapist

Not all potential clients search for a therapist the same way. Some are actively in need and ready to book an appointment, while others are still in the exploration phase. Here are the main ways people find therapy services:

1. The “Near Me” Searcher (Local SEO Matters!)

Example searches:

• “Trauma therapist near me”
• “LGBTQ+ affirming therapist in [City]”
• “Best anxiety therapist in [City]”

What This Means for Your Marketing:

• Make sure your Google Business Profile is set up and optimized. This helps you show up in local search results and Google Maps. List your services, update your hours, and encourage client reviews to improve your local rankings.
  
• Your website should include location-based keywords (e.g., “Providing therapy in [City, State]”). Add your city and state to your homepage, about page, and contact page.
  
• Write blog posts that mention your location, like “How Therapy Can Help in [City]” or “Where to Find LGBTQ+ Affirming Therapists in [State]” to improve local SEO and attract more traffic.
  
• Use structured data markup to help Google recognize your practice’s physical location.

2. The Niche-Specific Client (They Know What They Want)

Example searches:

• “IFS therapist for childhood trauma”
• “Kink-friendly therapist online”
• “Therapy for polyamorous couples”
• “EMDR therapist for PTSD”

What This Means for Your Marketing:

• If you specialize in a specific area (e.g., IFS, queer-affirming therapy, or trauma-focused care), make sure your website reflects that! Make sure your specialties are clearly listed on your website.
  
• Instead of just saying “I specialize in trauma therapy,” create a dedicated page for each specialty.
  
• Use the exact words your ideal clients search for. Include long-tail keywords (phrases that match how people search) throughout your website copy and blog posts. If someone looks for “kink-friendly therapist,” make sure that phrase is on your site—not just “non-judgmental therapy.”
  
• Create blog content around your niche. If you specialize in non-monogamous relationships, write posts like “How Relationship Therapy Can Help Polyamorous Couples” or “What to Look for in a Kink-Affirming Therapist.”
  
• Network with referral sources who serve similar communities, such as LGBTQ+ centers or sex-positive educators.
  

3. The Referral Searcher (Word-of-Mouth & Professional Networks)

Example searches:

• “[Name of therapist recommended by their doctor]”
• “Best ADHD therapist in [State Initials] Reddit”
• “[Name of friend’s therapist]”

What This Means for Your Marketing:

• Make it easy for clients to find you. If someone is searching for your name after being recommended, your website should show up first in Google. Ensure your name and practice name are consistent across platforms like Google, Psychology Today, and your website.
  
• Encourage referrals by building relationships with other professionals. Primary care physicians (PCPs), psychiatrists, and neurologists frequently refer patients for therapy. Consider:
  
  • Sending a brief introduction email to local providers explaining your specialty.
  • Providing educational resources (like a PDF on “When to Refer a Patient to Therapy”).
  • Attending local networking events or joining professional associations.
    
• Build backlinks by collaborating with other wellness professionals (e.g., linking to trusted nutritionists or speech therapists, and having them link back to you).
  
• Leverage online community referrals. People frequently ask for therapist recommendations in Facebook groups and on Reddit. Having a strong website and social presence makes it more likely that past clients or community members will recommend you in these spaces.
  
• Encourage happy clients to leave Google and Psychology Today reviews—they increase credibility and improve search rankings.
  

4. The Researcher (Not Ready Yet, But Gathering Info)

Example searches:

• “Do I need therapy?”
• “What’s the difference between CBT and EMDR?”
• “How much does therapy cost without insurance?”

What This Means for Your Marketing:

• Blogging isn’t just about SEO—it builds trust. When potential clients read helpful, well-written content on your website, they see you as a knowledgeable, approachable expert. This makes them more likely to choose you when they’re ready.
  
• Write educational blog posts answering common questions in your niche, like:
  
  • “Is IFS Therapy Right for You?”
  • “Therapy vs. Coaching: What’s the Difference?”
  • “How to Know When It’s Time to Start Therapy”
    
• Use educational content to guide them toward booking. End each blog post with a CTA like:
  
  • “If you’re considering therapy and want to see if we’re a good fit, contact me for a free consultation.”
    
• Capture emails by offering a free resource (e.g., “5 Tips for Managing Anxiety” PDF) in exchange for an email signup. That way, you can stay on their radar with gentle follow-ups.
  

Won’t Blogging Bring In People Who Can’t Be My Clients?

Yes, some blog visitors won’t be in your state, but this still benefits you in several ways:

• SEO prioritizes local search results. Even if someone in another state lands on your page, Google will still favor local results for people in your area who search for similar topics.
  
• More website traffic improves your search rankings. If Google sees that people engage with your content, it helps boost your authority—meaning you’re more likely to rank higher for local searches too.
  
• Some readers WILL be potential clients. With enough traffic, some of those people searching “CBT vs. EMDR” will actually be in your state and ready to reach out.
  
• It increases your credibility. Even if someone isn’t in your state, they may:
  
  • Recommend you to a friend who is in your area.
  • Follow you on social media, boosting engagement.
  • Trust your expertise and refer other professionals to you.
    

Key Takeaways: How to Optimize Your Website for How People Search

• Optimize for Local Searches: Include your city and state across your website and set up a Google Business Profile.
  
• Showcase Your Niche & Specialties: Create dedicated service pages using the exact language your ideal clients search for.
  
• Build Referral Relationships: Connect with PCPs, psychiatrists, and neurologists who can refer clients to you.
  
• Educate & Build Trust: Blogging and creating valuable content can help potential clients feel comfortable reaching out.
  

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