If you run a private practice, you need a Google Business Profile. It is one of the simplest ways to help clients find you online, and it is the most important piece of local SEO. A well optimized profile helps you appear in Google Maps, the local three pack, and local searches like “therapist near me” or “anxiety counseling in Seattle.” The best part is that it is free.
Here is a step by step guide on how to claim it, set it up, and optimize it so that Google sees your practice as legitimate, trustworthy, and relevant.
Step 1: Create or Claim Your Google Business Profile
Google keeps changing what it calls this tool. It used to be Google My Business. Now it is Google Business Profile. Either way, you start here:
Click “Manage Now” and search for your practice name. If Google already created an unclaimed listing for you, you will see it. Claim it. If not, select “Add your business to Google.”
You will need to enter:
- Business name
- Business category (choose “Psychologist,” “Counselor,” “Therapist,” “Psychotherapy Service,” or the most precise match)
- Address or service area
- Phone number
- Website
If you work from home and do not want clients showing up at your door, select the option to hide your street address and set a service area instead.
Google will then ask you to verify your listing. This is usually done through a mailed postcard with a code. If they offer phone or email verification instead, take it. It is faster.
Step 2: Add Complete, Accurate Information
Once your listing is verified, you need to fill out every possible field. Google rewards completeness. Here is what to add:
Business Name
Use your real practice name. Not keywords. Not “Therapist Near Me Seattle Anxiety Specialist.” Google sees that as spam.
Category
Choose the single most accurate category. You can add secondary categories, but one primary category is required. You can review the full category list here:
Description
Write a simple, human description of your practice. This is not a place for keyword stuffing. Think of it as a tiny About section.
Example:
“I provide individual counseling for adults and teens in Seattle with a focus on anxiety, depression, and life transitions. My approach is warm, collaborative, and evidence based.”
Services
This part is important for local search. Add every major service you offer, such as:
- Individual therapy
- Couples therapy
- Trauma therapy
- EMDR
- CBT
- Telehealth sessions
Hours
List accurate business hours. If you do telehealth only, you can list “by appointment.” If you offer evenings, include them.
Phone Number
Use your practice phone number. Do not use a Google Voice number if you can avoid it. Google prefers a real business line listed consistently across the web.
Website
Link to your main website. If you do not have one yet, link to your Psychology Today profile temporarily, but plan to replace it.
Step 3: Add Photos
Profiles with photos get more clicks and more calls. You do not need a full photoshoot. Simple is fine.
Add:
- A clean profile image (your logo or a headshot)
- Interior office photos if applicable
- Exterior office photos or building signage
- A telehealth-friendly visual if you are online only
Photos should be bright, clear, and professional. Avoid anything overly personal.
Google’s photo guidelines:
https://support.google.com/business/answer/6103862
Step 4: Turn Messaging On
Google Business Profile allows clients to message you directly. This is optional, but therapists who turn it on usually see more inquiries.
To enable messaging:
- Open your Business Profile
- Click “Messages”
- Toggle messaging on
Be prepared to respond quickly. Google tracks responsiveness and shows that information to searchers.
Step 5: Request Client Reviews
Reviews are one of the top ranking factors in Google Maps. A steady flow of recent, positive reviews tells Google that your practice is active and reputable.
However, because you are a therapist, be careful. You cannot ask clients for reviews in a way that violates ethical or legal rules.
You can:
- Ask friends, colleagues, or peers who know your work professionally
- Ask past clients only if your ethical guidelines allow it
- Add a review link to your website or email signature
You cannot:
- Pressure clients
- Offer incentives
- Respond in a way that discloses any clinical relationship
Google’s review guidelines:
https://support.google.com/business/answer/3474122
Step 6: Add Posts to Your Profile
You can publish updates, events, or articles to your Business Profile. It works like mini content marketing inside Google.
Use this for:
- Announcements
- New blog posts
- Educational tips
- Seasonal messages
Posts expire after 7 days, but Google still sees them as activity signals.
Step 7: Keep All Information Updated
Google values accuracy. If anything changes, update your profile:
- Hours
- Phone number
- Website URL
- Services
- Address
Inconsistency across the web hurts your ranking. Make sure your practice information is identical on:
- Your website
- Psychology Today
- Healthgrades
- Yelp
Step 8: Monitor Insights
Google gives you data on:
- How many people found you through search
- How many people found you through Maps
- What search terms triggered your listing
- How many calls came from your profile
This is located inside your Business Profile under “Performance.”
Google’s reporting guide:
https://support.google.com/business/answer/7198436
Use these insights to see what is working and where you can improve.
Final Thought
A Google Business Profile is one of the most underrated tools for therapists and psychologists. It helps people find you, builds trust, and increases your visibility without paying for ads. Once you claim it, fill it out carefully, update it regularly, and let it work in the background while you focus on helping clients.