Does SEO Still Matter in the Age of AI? What Therapists Need to Know in 2025

Maybe you’ve seen headlines like “SEO is dead.” Or perhaps you’re noticing fewer clicks to your website lately.

You’re not alone. Search has definitely changed—and it’s changed fast.

But before you toss out your whole strategy, let’s stop and breathe. 🧘‍♀️

Today I’ll break down what’s changed, what hasn’t, and how therapists can still succeed with SEO in 2025.

Is SEO Dead in 2025? ☠️

SEO is definitely not dead—but it is evolving.

For sure, AI is definitely changing how people get information. You may have noticed, for example, new AI Overviews when you Google something. These give you instant answers at the top of search results—no scrolling and no clicking through to websites required!

That can feel frustrating, especially if you’re working hard to create helpful content. I get it—I was alarmed at first too.

But here’s what helps me (and my clients) feel more grounded:

• Yes, clicks to websites are down—but it’s not apocalyptic for therapists. The size of the drop depends on your industry and where your keywords rank [source: 2025 data from Neil Patel Digital].

• For health related questions people are still doing deeper searches.

• And most importantly: People are still looking for a real human therapist. Not a chatbot. Not a generic paragraph. You.

If Your Website Traffic Is Down, Don’t Panic

It’s not just you. Many private practice owners have noticed a slump this year.

But before you assume SEO “isn’t working anymore,” take a step back. Google has rolled out several big updates aimed at reducing low-quality, AI-spammy, or overly generic content in search results. That has definitely shaken up rankings—especially for older or thinner websites.

The upside?

It opens the door for better, more authentic content to rise.

Now’s a great time to:

• Revisit your core pages and make sure they reflect your current voice and expertise.

• Add blog posts or specialty pages that speak directly to your ideal client’s questions.

• Share insights you’ve gained from your work—not personal client stories, but the emotional themes, fears, or hopes you help people navigate every day.

What Are AI Overviews?

If you’ve searched for something like “What are signs of anxiety?” and seen a summary box with an answer at the top of the page, that’s an AI Overview.

Google’s AI Overviews pull information from multiple websites to offer a fast, compiled answer. They’re now appearing for more sand search terms in 2025, including for general health or mental health questions.

So what does that mean for you?

1. Yes, people may get simple info without clicking.

2. But when they want a trusted therapist to work with, they still need to find a person.

That’s why your website is still key. You’re not just answering a question—you’re helping someone make a very personal decision about who to work with.

Are People Really Using AI to Find a Therapist?

Not really—at least not in the way you might think.

People might ask ChatGPT or Google AI things like:

• “What kind of therapy helps with anxiety?”

• “How do I know if I need therapy?”

But when it comes to actually choosing a therapist, people still want to:

• See your photos and know you’re a real human

• Read about your personality and approach

• Learn what you specialize in

• Feel like they’ll be safe and understood

That’s not something AI can replicate. That’s where your website comes in.

Should I Change My SEO Strategy?

If you’ve been following an ethical, human-centered SEO strategy—like the one I teach in my SEO course for therapists—then:

You don’t need to start from scratch. You're already doing what you need to do.

Here's what still works for SEO and AI:

• Write clear, specific content that speaks to the kinds of questions your ideal clients have.

• Use location-based and niche keywords like “perinatal therapist in Minneapolis” or “therapy for overachievers.”

• Sound like you. Google, AI, and humans all prefer authentic, human-first content now more than ever.

You don’t have to chase trends — just stay grounded and be intentional and specific.

SEO isn’t about tricks or hacks. It’s about helping people who need your services find you. That’s why:

• Local SEO still works (aka, using your location in your keywords)

• Niche-specific content still works (especially when it sticks to a specific topic and goes in-depth to answer the question)

• Honest, helpful pages about your approach still work

You don’t need to write a blog post every week or learn a bunch of tech. You just need to show up clearly and consistently—on a site that reflects your voice.

3 Tips to Show Up in AI and SEO Search Results

Here’s how to keep showing up in both AI and traditional search results:

1. Be specific and use location keywords.

Broad phrases like “therapy for anxiety” are ultra-competitive. Zoom in with phrases like “anxiety therapy in Chicago” or “therapist for perfectionism in Austin.”

These are still highly effective—especially with Google Maps, local directories, and “near me” searches.

2. Answer real questions on your website.

Think about the questions clients ask during initial consultations or in your sessions. You don’t need a massive blog, but a few clear posts or FAQs like:

• “How long does therapy take?”

• “What if I’ve never talked about this before?”

• “Is online therapy as effective?”

This kind of content helps AI tools and human visitors understand what you do and who you help.

3. Update old content

Search tools prioritize fresh content. But, that doesn’t mean you need to write a totally new post or new page. Even a quick refresh of an existing blog post or service page can actually boost your rankings! Add a new insight or just improve the formatting.

“Should I still blog in 2025?”

Short answer: Yes.

Blogging is still one of the most effective ways to build trust, show your expertise, and answer the kinds of questions your ideal clients are Googling.

But it doesn’t need to be a full-time job.

• One blog post a month is enough (and refreshing an old one counts!)

• Prioritize clarity, warmth, and skimmable formatting (think headings, bullet points, short blocks of text, white space, etc)

• And remember—you’re not writing for an algorithm. You’re writing for someone who might really need what you offer.

Real humans still matter.

Search is changing. AI is everywhere. But the need for real human connection hasn’t gone anywhere.

Your website is still the place where people decide, “Yes, I think I could talk to her.”

So keep sharing. And keep showing up.

The internet might be changing, but the power of your work? That’s something no AI can replace.

Still feel lost when it comes to SEO?

If SEO still feels confusing or overwhelming, you’re not alone. That’s exactly why I created the Bloom with SEO System—a simple, therapist-friendly course that helps you build your website’s SEO foundation in just a few minutes a day.

You’ll learn how to:

• Pick the right keywords for your practice

• Write content that speaks to your ideal clients

• Show up in both Google and AI-powered results

👉 Join the waitlist here to be the first to know when it opens!