How Local SEO Can Help Your Therapy Practice Get Found in Canada
Jamie Letcher • September 25, 2025
Showing up where your future clients are already searching
If you’ve ever Googled “pizza near me” when you’re hungry, you already understand how powerful local search is. The same thing happens when people are looking for a therapist: they type in “counselling Ottawa” or “therapist near me” and hope Google will hand them someone trustworthy.
If your practice isn’t showing up, those potential clients might never know you exist (and that’s a shame, because you could be exactly who they need). That’s where local SEO comes in!
Google Business Profile is your best friend
First things first: claim your Google Business Profile. Add your hours, phone number, website, and a nice headshot or office photo. Think of it as your online business card, but one that actually helps you show up when someone nearby searches for support.
Write for real people in your city
It helps to create little “location pages” on your site. So if you’re in Calgary, you might have a page called “Therapy in Calgary” that talks about what you offer. Mention landmarks, neighbourhoods, even transit routes if it feels natural. Google likes details, and so do humans.
Keep your info consistent
If your name, address, and phone number are listed one way on your website but another way in a directory, Google gets confused (and confused Google doesn’t rank you). Take 30 minutes to make sure your info matches everywhere.
Reviews matter (a lot!)
In Canada, it’s tricky to directly ask therapy clients for reviews, but there are ethical ways to encourage feedback or highlight testimonials if appropriate. Google notices when people vouch for you.
Don’t forget mobile users
Most local searches happen on phones. If your website isn’t mobile-friendly, clients might bounce before they even read about your services. Make sure text is easy to read, buttons are big enough to tap, and your site loads quickly.
Use local directories and associations
Provincial psychology associations, counselling directories, and even community boards can help. Getting listed (with the same name, address, phone number as your site) creates “citations” that boost your local SEO.
Blog with local keywords in mind (we do that too!)
Instead of just writing “how to manage stress,” try “how to manage stress in Toronto’s fast-paced work culture” or “coping with winter blues in Winnipeg.” You’ll naturally pick up on search terms people in your area are typing into Google.
Keep an eye on what’s working
Check your analytics now and then. Which search terms are bringing people to your site? Is “online therapy Ontario” showing up? Or maybe “anxiety counselling Toronto”? Lean into what’s working and build more content around it.
When in doubt, get help
SEO can feel like another language sometimes. If you’ve got a lot on your plate (which, let’s be real, most therapists do), consider hiring a professional SEO person either locally in your area or online. Even a short consultation can help you figure out what’s worth focusing on and what you can let go of.
The takeaway: Local SEO is about making it easier for people in your community to find you. When you show up in the right place, you’re simply meeting clients where they’re already looking!
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