Introduction: Stop Guessing What Clients Google
If you’ve ever stared at your website wondering what words to use — you’re not alone.
Therapists often describe their services in professional language (“Cognitive Restructuring,” “Attachment Repair”), while clients search for how they feel:
“Why do I overthink everything?”
“How do I stop sabotaging my relationships?”
That’s the gap keyword research bridges.
Keyword research helps you understand the exact words your potential clients type into Google — so you can meet them where they are, in their language.
This post will show you how to find the best keywords for your therapy website, blog, and Psychology Today profile — step-by-step, no jargon, no overwhelm.
Step 1: Understand What Keywords Actually Are
Keywords are just search phrases.
They’re how clients tell Google what they need help with.
For example:
- “Therapist for anxiety Sydney” → Local keyword
- “Why can’t I stop overthinking?” → Educational keyword
- “CBT worksheet for teens” → Product or resource keyword
When Google sees those phrases on your site, it knows your page might be the best match.
Step 2: Think Like a Client, Not a Clinician
Therapists often use academic or diagnostic language — but that’s not what clients type.
✅ Instead of “cognitive distortions” → they search “negative thinking patterns.”
✅ Instead of “exposure therapy for OCD” → they search “how to face OCD fears.”
✅ Instead of “emotional dysregulation” → they search “how to control big emotions.”
Start by writing down:
- 5 problems your clients often bring to session
- 5 phrases they use to describe them
- 5 outcomes they want (“feel calmer,” “sleep better,” “stop overthinking”)
🧠 That list is your first keyword map.
Download the Therapist SEO Action Planner (30-day plan)
Step 3: Use Google to Research What They Actually Type
Here’s how to get free keyword ideas — fast:
💡 Option 1: Google Autocomplete
Type “therapy for…” or “how to stop…” and see what phrases appear.
Those suggestions are real searches.
Example:
Type “how to stop anxiety” → you’ll see “how to stop anxiety at night,” “how to stop anxiety attacks,” etc.
💡 Option 2: “People Also Ask” Boxes
Scroll through those drop-down questions on Google results.
Example:
- “What is the 3-3-3 rule for anxiety?”
- “Can CBT stop intrusive thoughts?”
Each of those can become a blog post title.
💡 Option 3: Free Tools
- Ubersuggest → shows monthly search volume
- AnswerThePublic → visual map of what people ask
- Keywords Everywhere (Chrome extension) → adds keyword volume to Google results
Step 4: Organize Keywords by Type
To make SEO easy, group your keywords into 3 therapist-friendly buckets:
| Type | Example Keyword | Where to Use It |
|---|---|---|
| Service Keywords | “anxiety therapy Sydney” | Homepage, Services Page, Google Business |
| Educational Keywords | “how to manage panic attacks” | Blog Posts, Resources |
| Product / Resource Keywords | “DBT worksheets PDF” | Shop Pages, Opt-ins |
🌿 You don’t need hundreds of keywords — just 3–5 solid ones per page.
Step 5: Match Keywords to Search Intent
Not all keywords serve the same purpose. Some people are researching, some are deciding, and some are ready to book.
| Intent | Example Keyword | Ideal Content |
|---|---|---|
| Informational | “how to calm racing thoughts” | Blog post or resource |
| Transactional | “anxiety therapist in Melbourne” | Homepage or service page |
| Navigational | “Therapy Courses worksheets” | Branded page |
When you match your content to intent, Google knows exactly who your post is for — and shows it to the right person.
Step 6: Use Keywords Naturally
The goal isn’t to “stuff” keywords everywhere — it’s to make your writing match what clients already say.
✅ Use keywords in:
- Page titles (H1)
- One or two subheadings (H2s)
- The first 100 words of your page or post
- Your meta description
- Your image file names and alt text
💬 Example meta description:
“Learn 5 CBT-based tools to manage negative thinking and anxiety. Simple, therapist-approved strategies for calmer days.”
Step 7: Track and Refine
SEO grows over time — it’s not instant.
But you can track progress using:
- Google Search Console (free) → shows what keywords people used to find you
- Google Analytics → shows which blog posts get the most visitors
- Ubersuggest or Ahrefs Free Tools → check rankings monthly
If a blog about “grounding techniques” suddenly performs well, double down on similar topics.
Example Therapist Keyword Ideas
| Niche | Keyword | Search Intent |
|---|---|---|
| Anxiety | “how to stop overthinking” | Informational |
| Trauma | “trauma therapist near me” | Transactional |
| Teens | “teen therapy activities” | Informational |
| DBT | “DBT emotion regulation worksheet” | Product |
| Couples | “how to communicate better with partner” | Informational |
| Burnout | “therapist burnout recovery” | Informational |
Step 8: Turn Keywords Into Content
Now that you know what people are searching for, create content that directly answers it.
Example workflow:
- Keyword: “how to stop avoidance”
- Blog title: “How Avoidance Makes Anxiety Worse (and What to Try Instead)”
- SEO placement: keyword in title, intro, one H2, and meta description
- Add internal links → to “CBT Activities for Teens” or your “Anxiety Workbook”
Each new post strengthens your overall SEO web.
Step 9: Build a Therapist Keyword Spreadsheet
Use a simple Google Sheet to organize everything:
| Topic | Keyword | Search Volume | Intent | Notes / Link |
|---|---|---|---|---|
| Anxiety | “how to stop overthinking” | 3.6k | Informational | Use for blog + worksheet opt-in |
| Trauma | “trauma-informed therapy Sydney” | 720 | Transactional | Local SEO page |
| Teens | “CBT activities for teens” | 2.1k | Informational | Link to therapy courses blog |
💡 You can update this monthly — it becomes your therapy blog content calendar.
Common Keyword Mistakes Therapists Make
| Mistake | Better Approach |
|---|---|
| Using only therapy jargon | Use everyday client language |
| Targeting too broad terms (“therapy”) | Focus on niche + location |
| Ignoring local search | Always include your city |
| Forgetting meta descriptions | Write natural, emotional summaries |
| Writing for algorithms | Write for humans first |
Conclusion: Keywords Are Connection Tools
Keyword research isn’t about “hacking” Google — it’s about empathy.
It’s about understanding how people in pain describe their struggles, and making sure your content speaks directly to them.
When you use the right keywords, you’re not just boosting traffic — you’re making help easier to find.
That’s the most ethical marketing there is.
✅ Next Step for Therapists:
Download the Therapist SEO Action Planner — includes: 1 SEO task everyday for 30 days - building a solid SEO foundation.
Read next: