SEO for Therapists: Why Ranking #1 Means Nothing If No One’s Searching

Do you ever wonder how other therapists get referrals through their websites while yours isn't generating any traffic? Let’s say you’ve put in the work. Your website is polished, your SEO is on point, and you’re ranking #1 on Google for “vegan therapists for teens in San Francisco.” Sounds impressive, right?

But here’s the problem: if no one is actually typing that into Google, your #1 ranking isn’t doing much for your practice.

I know this feels counterintuitive—after all, we’re told over and over how important it is to rank high on Google. And yes, SEO is incredibly valuable. But if you’re optimizing for keywords no one is searching, you’re essentially winning a race no one is watching.

Being Specific Is Great—But Is It Searchable?

Finding your niche is important (I’ve said it a dozen times and I’ll keep saying it), but niching down doesn’t mean you have to use hyper-specific language that only other therapists understand. Clients aren’t typically searching for the exact clinical terms or identity-specific combos we might use in therapist circles.

If you’re optimizing your site for something like “poly-affirming EMDR therapist for postpartum moms in Dallas,” that might reflect your specialization perfectly—but if the clients you’re hoping to attract are searching for “trauma therapy after baby” or “therapist for new moms,” you’re missing them completely.

So What Should You Do Instead?

1. Do Your Keyword Research

Before you optimize your site for a term, find out whether anyone is actually searching for it. Tools like Mangools, Ubersuggest, or even Google’s own Keyword Planner can give you a sense of how often certain phrases are being searched—and how competitive they are.

Here’s how to start:

• Head to Mangools and use their “KWFinder” tool.

• Type in a few phrases you think your clients might search. For example: “anxiety therapy for moms” or “teen therapy San Francisco.”

• Look at the search volume. If it’s close to zero, it’s probably not worth optimizing your entire site around.

What you want are keywords with a decent search volume (even just 50–100 searches per month can be solid if it’s your niche!) and low to medium competition. That’s your sweet spot.

2. Speak Your Clients’ Language

This is important! Use the words your clients would type into Google—not the ones you’d use in a peer-reviewed article. In other words, use plain English.

Would your ideal client search for “somatic therapy for relational trauma”? Or would they look for “help with relationship anxiety” or “body-based therapy for trauma”? Even subtle differences in language can impact how well your site performs.

3. Balance Specificity with Visibility

You don’t have to water down your niche—but you do need to make sure the words you're using on your site match what your ideal client is actually looking for. You can still be a “vegan therapist for teens” in how you market yourself, but also include more searchable terms like “teen therapy San Francisco” or “therapist for anxiety in teens” throughout your site.

The Bottom Line

SEO is only helpful if it’s aligned with what people are actually searching for. Don’t get so caught up in being #1 that you forget to check whether anyone’s even looking.

Start by doing keyword research. Pay attention to the words your clients use in consultation calls or intake forms. Use tools like Mangools to test your assumptions. And if your site is ranking for a phrase no one’s searching? It might be time to revisit your SEO strategy.

Getting found online isn’t just about ranking—it’s about showing up where it actually matters.