MHM#22 Important changes to SEO in 2025
Jan 13, 2025Search Engine Optimisation (SEO) is undoubtedly something you've heard of, and something you've heard is an essential part of marketing your therapy practice and making you more findable.
The number one goal of SEO is to increase your visibility in Google so that when people are searching for a therapist, your website appears at the top of their search results. If your website doesn't appear near the top, it is obviously much harder for people to find you.
I will focus on the current best practice SEO tactics in another email. For now, just know that SEO is important, but as a therapy practice, ranking number one in Google for very popular mental health keywords is tough. However, you don't need to rank number one or even near the top to build a thriving practice.
Today's email mainly aims to let you know how SEO is changing in 2025. Some people refer to it as SEO 2.0, while others refer to it as Search Everywhere Optimisation.
These changes are a result of changes in how people search for products and services. Google is no longer the dominant search platform, with only 18.8% of total searches. Platforms like Instagram, YouTube, Amazon and ChatGPT are integral to current search behaviours.
People search for information on multiple devices and platforms before deciding which product to buy or which therapist to book an appointment with.
Of course, as a therapist, platforms like Amazon aren't relevant, but every day, there are 6.5 billion searches on Instagram compared to 8.5 billion on Google. As the younger generations get older, the daily searches on Instagram will no doubt continue to grow.
Key takeaways and actions
1) SEO and visibility in Google are important, but being findable on other platforms where people are also searching for services is equally important.
2) As a therapist, having a presence on Instagram is essential to growing your practice - it allows people to get to know and trust you, increases your findability, and helps you get in front of people searching for a therapist.
3) Optimise your Instagram profile so people can find you more easily. Make sure you set up a business account (rather than personal) and include key information in your profile so it's clear what type of therapist you are, who you work with, what you help people with and where you're located. Don't forget to also add your website and contact information.
Here is an example to follow:
https://www.instagram.com/
Sarah Jane Psychotherapy | Trauma Counselling Melbourne (profile name, max 64 characters)
Psychotherapist (category from list provided by Instagram)
A safe space where your experiences are honoured and you’re truly supported. Empowering trauma therapy helping you release the past and heal. (max 150 characters)
Add contact details to your profile and select to show them.
Add hyperlinks to your website homepage and appointment/contact page.
