Last Updated: 06/05/26

Maybe you're noticing fewer clicks to your website lately. Maybe you've heard whispers that SEO is "dead." Or maybe you saw a headline about a recent Google update and thought, “wait, should I be worried about this?”

Before you toss out your whole strategy, let's stop and breathe. 🧘‍♀️

Here's what's actually changed, what hasn't, and some good news specifically for therapists.

TL;DR:

Yes, SEO still matters, but the rules have shifted again. Google officially declared itself an "AI search engine" earlier this year and redesigned the search box for the first time in 25 years. For a lot of industries, that's a real threat. For therapists specifically? There's a meaningful exception -- and it's one worth understanding.

SEO isn’t dead, but it has changed (and will continue to change).

The change

Google announced in May 2026: “Google Search is now AI Search”. They did the largest redesign of the search box in 25 years. The new expectation is that people type full questions, have a conversation with AI, and get a synthesized answer directly from Google, not a list of links.

BUT, here’s the good news for therapists…

Healthcare searches will now get local results, NOT an AI answer 🎉

So when someone searches "therapist for anxiety in [your city]," now they just get the good old fashioned map and the links–no AI in the way anymore.

If you’re not sure what I mean, here’s a quick video

So what does this mean for therapists? What should you do differently?

Two things matter more now than they did a year ago:

Your Google Business Profile. If yours is incomplete, outdated, or missing entirely, that's your first priority. Why? Because those business listings that show up on the map are well-optimized Google Business Profiles. If you can show up on that map, it will do a lot of work for you. Additionally, the profiles with more reviews are more likely to show up.
Here’s post about how to collect Google reviews ethically as a therapist.
And, yes, if you work from home doing telehealth, you CAN have a Google Business Profile without listing your home address publicly!
Your website content. Google uses your site to decide whether you deserve to show up in local search results. A thin, confusing, or generic site works against you.

Traffic might look different now, but don’t obsess over the number of visitors. Focus on engagement instead. Here’s what to look for:

Time visitors spend on a page. The longer time people spend indicates to Google/AI that your content is high-quality.
“Scroll depth.” Which is basically “how far down the page do your visitors go?” Do they follow it to the end or do they bounce at a certain point? The tool I use to get this info is called Crazy Egg (but there are plenty of others out there).
Interactions. Are people clicking buttons and internal links? Are they filling out your contact form?
“Bounce rate”. Are people clicking on your site and then leaving right away?
Clicks from Google or from AI. Many of my clients are seeing that their overall traffic is down, but the number of clicks to their site have gone up!

For a deeper dive on this topic, check out my post:How Do I Know if My Website is Working?

How to Adapt Your SEO Strategy for the AI Era

1. Keywords still matter, they just work differently now.

There was a time when the SEO guidance was: find the right keywords, then repeat them as many times as possible, even if it made for some awkward-sounding sentences. That's over.

Keyword “stuffing” now actively hurts your rankings. Google reads it as a signal that your content is low-quality. For example, using "anxiety therapist in Portland" six times on a page works against you, not for you now.

What works instead: using your keywords naturally, the way you'd actually say them in conversation.

Once or twice, woven into content that's genuinely useful. Think of keywords as a byproduct of writing well, not the goal itself.

And rather than obsessing over a single keyword, think in topic clusters. The more helpful and complete your content is, the more likely you are to be cited and served up in a search result. For example, When writing a blog post or specialty page, branch out from the main topic:

"How do I know if my anxiety is serious?"
"What to expect in anxiety therapy"
"Can anxiety affect my physical health?"

2. Write stuff for humans, structure it for AI.

AI tools don’t scan your whole site—they rely on structure. Help them (and your readers!) with:

TLDR summaries of tables of content at the top of long posts
Clear headlines and bullet lists
FAQs sections
Internal links to related content

And get to the point—don’t bury the answer. Show you understand the question, and offer a clear, direct response early on.

3. Demonstrate your expertise by offering a fresh intake or insight (rather than restating what is already out there).

AI tools favor creators who offer something new—not just regurgitated information. You can stand out by:

Sharing your unique perspective as a therapist
Citing your own experiences or client trends (while protecting confidentiality, of course)
Adding your take on emerging issues in mental health
Creating content that feels current, original, and helpful

You don’t need to be on the cutting edge of research to be seen as an authority. You just need to say something meaningful and real (that you can’t find already on Wikipedia 🤪).

4. Show that you're a trusted source.

Google evaluates content using (a goofy) acronym called EEAT: Expertise, Experience, Authority, and Trust.

EEAT basically just means “does this person know what they are talking about and are they a trustworthy source?”

For therapists, this is actually good news, because you DO know what you're talking about. Your site just needs to show it. Here’s some tips on how:

Your license number and state somewhere findable (in the footer, aka the bottom section of your website, works great). Google can cross-reference this with licensing boards
A real photo of you not stock, not AI-generated. Both Google and potential clients are getting better at spotting these
A real address and phone number even if you're primarily telehealth, a physical location adds credibility
Specialty pages that describe what it's actually like to work with you -- not a textbook definition of the condition. What does your client's day-to-day struggle look like? What does your approach actually involve?
An About page that sounds like a person, not a CV. Credentials matter, definitely include them on this page, but the human connection comes first.
FAQ content written the way a real client would ask the question. For example, "How do I know if I need therapy?" not "What are the indications for therapeutic intervention?"
Blog content that demonstrates you understand what your ideal client is going through and brings in a unique perspective. Generic “What is anxiety?” posts that sound like everyone else's are not going to do you any favors

5. Diversify where you show up.

Search tools like Google's Gemini, ChatGPT, and Perplexity pull from different places -- not just your website. The more places your name and expertise appear, the more chances you have to be found.

A few that tend to work well for therapists:

Therapy directories (like Psychology Today) these have their own search traffic and link back to your site, which helps your overall authority
Podcast appearances If you've been a guest anywhere, link to it from your website
Short YouTube videos (under 5 minutes works well) especially for answering the kinds of questions your ideal clients are Googling
Local mentions like a quote in a parenting blog, a community organization newsletter, or local press

Bottom Line: SEO Still Matters—It’s Just Always Evolving

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

Your website is still the place where someone reads your words and thinks, “Yes, I think I could talk to her.” That moment matters more than any algorithm.

And the good news?

You don’t have to chase trends. Just stay grounded and be thoughtful and specific. SEO really isn’t about tricks or hacks anymore. 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(update a page on your site or write a new post once a month, that counts-it doesn’t need to be daily or even weekly) on a site that reflects your voice.

Real humans still matter.

So keep sharing. Keep showing up. The internet might be changing, but the power of your work? That’s something no robot can replace.

FAQs

Yep. If you look at your website analytics and check out “referral sources” you will start to see “Chat GPT” show up as a source! Or if you do some Googling around you will start to see therapy practices showing up in AI Overviews!
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.
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.
Short answer: Absolutely, 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 AND to show up in AI searches.
- It’s all about how you package it. Prioritize clarity, structure, and skimmable formatting (think headings, bullet points, short blocks of text, white space, etc)
And remember, it doesn’t need to be a full-time job. One blog post a month is enough (and refreshing an old one counts!). Think about thoroughness, and answering real question and you’ll be on the right track.

Ready to put this into practice?

Need help writing optimized website content? Bloomy is a good place to start. It's my AI writing assistant built specifically for therapists and it’s fully updated it to reflect everything covered in this post.

For the local SEO side of things, I recommend SEOSpace* their app connects directly to your Squarespace site and Google Business Profile, tracks where you rank on the map, and gives you clear suggestions for what to improve.

If you'd rather hand it off entirely, SEOSpace also offer done-for-you SEO services* for Squarespace users.

*Affiliate links

Does SEO Still Matter in the Age of AI? What Therapists Need to Know in 2026