How to Optimize Your Google Business Profile to Market Your Therapy Practice in 2025

How to Optimize Your Google Business Profile to Market Your Therapy Practice in 2025

When it comes to marketing a private psychotherapy practice, few tools are as powerful—or as overlooked—as a well-optimized Google Business Profile (GBP). Formerly known as Google My Business, this free listing is often the very first impression potential clients will have of your practice when they search online for “Therapy in My City” or “Telehealth Therapy near me.”

In fact, Google uses the information in your profile to decide which therapists appear on the map pack, local searches, and even voice searches! 

If your profile is incomplete or neglected, you’re missing a major opportunity to connect with people actively looking for your services.

In this article, we’ll cover why your Google Business Profile matters, how Google ranks listings, and specific strategies you can use to stand out—all without spending a dime.

Why Google Business Profiles Matter for Therapists

Think of your GBP as your practice’s digital storefront. It shows up when someone searches for therapy in your city, even before they reach your website. An optimized profile:

• Builds trust by showing reviews (we will cover the ethics of this below), photos, and accurate business details.

• Improves visibility in Google’s local search results (the “map pack” you often see at the top of searches).

• Encourages action with direct links for calling, messaging, or purchasing offers.

For therapists in private practice, where word-of-mouth and referrals are key, this free marketing tool can help bridge the gap between being found online and actually getting booked.

How Google Ranks Your Profile

Google uses three main factors to decide where your profile appears in search results:

1. Relevance – How well your listing matches what the searcher is looking for. For example, if someone types “ADHD therapy for women in Fort Myers” and your profile mentions that service, you’re more likely to show up.
2. Distance – How close your office location is to the person searching. If you offer telehealth therapy, you can broaden your reach by clearly listing this as a service.
3. Prominence – How well-known and active your profile appears online. Reviews, photos, and regular updates all help boost your prominence.

The more optimized your profile, the more signals Google has to determine that you’re the right therapist for the right client at the right time.

Step-by-Step Guide to Optimizing Your Google Business Profile

1. Claim and Verify Your Profile

If you haven’t already, visit Google Business Profile Manager and claim your listing. Google will walk you through verifying your practice by phone, email, or postcard.

2. Use the Right Categories

Your primary category should reflect your core service. Options might include:

• Psychotherapist
• Counselor
• Mental Health Service
• 
  

You can add secondary categories for specialties like “Marriage or Family Therapist” or “Psychologist.” Choosing the right categories ensures Google connects you with the right searches. Think of these as your Key Words. 

3. Write a Keyword-Rich Business Description

Use your business description to highlight your specialties, services, and location. Example:

“At Florida Art Therapy Services, we specialize in therapy for women with ADHD, grief counseling, and telehealth therapy across Florida. Based in Fort Myers, we help individuals find healing and growth through evidence-based and creative therapeutic approaches.”

This naturally incorporates SEO keywords like therapy in Fort Myers and telehealth therapy.

4. Add Services and Attributes

List your services individually, such as:

• Therapy for Women with ADHD
• Anxiety and Stress Counseling
• Grief and Loss Support
• Telehealth Therapy
• 
  

Adding these makes your profile more searchable and client-friendly.

5. Upload Professional Photos and Videos

Visuals build trust. Add:

• A professional headshot.
• Office interior/exterior (if you have a physical space).
• A calming, therapy-related image that reflects your brand.
• 
  

📌 Pro tip: Google favors listings with consistent photo uploads. Aim to add 1–2 new images per month.

6. Post Regular Updates

Many therapists don’t realize you can post to your GBP just like you would on social media. These posts show up directly in your listing. You can share:

• Blog links from your website.
• Mental health tips.
• Announcements (e.g., “Now offering telehealth sessions!”).



📌 Frequency: Aim for 1 post per week. This signals activity to Google and provides fresh value to people browsing your profile.

7. Collect and Respond to Reviews

Reviews are one of the strongest ranking factors for local SEO. This can be a challenge for therapists, as soliciting reviews from clients is considered unethical and, in some states, may also be illegal.

There are ways to work around this. Consider asking colleagues with whom you have collaborated to leave a review. If you offer any non-clinical services, such as continuing education training or an art and meditation experience, you could ask those participants to leave a review. You can also ask your friends and family to leave a review about you as a human on there.  And, as appropriate, respond with a "thank you for your feedback" to the reviews. 

8. Keep Your Information Updated

Double-check your:

• Address
• Phone number
• Hours
• Website link

📌 Consistency matters. Ensure this matches your website and any directory listings to avoid confusing Google (and potential clients).

How to Use Your Profile Strategically

• Boost SEO with keywords: Sprinkle location-based and service-based terms throughout your description, services, and posts.

• Highlight telehealth therapy: Since distance is a ranking factor, clearly stating you offer online therapy can help you show up in searches beyond your immediate city.

• Track insights: GBP provides free analytics showing how many people saw your profile, clicked to call, or visited your website. Use this data to see what’s working.

Common Mistakes to Avoid

• Leaving your profile incomplete.
• Never updating photos or posts.
• Ignoring reviews or failing to respond.
• Using generic descriptions without keywords.

Remember: Google rewards activity and accuracy. A static, empty profile won’t stand out!

Final Thoughts

Your Google Business Profile is one of the most effective, no-cost ways to market your private psychotherapy practice in 2025. By taking the time to optimize your profile with accurate information, keyword-rich descriptions, consistent updates, and engaging visuals, you can improve your visibility and connect with the clients who need your services most.

At my practice, Florida Art Therapy Services, we’ve seen firsthand how a well-optimized profile can make the difference between being invisible online and building a thriving practice.

If you are looking for practice-building support or consultation, please reach out to Reina at Creativeclinician@gmail.com