We're introducing a new segment called 'On The Trail' aimed at providing short, meaty, and to-the-point tips for online marketing!!

In this episode, we’re diving into a question I’m hearing from a lot of therapists lately: Is it just me, or has my website traffic and inquiries dropped off a cliff? I’ll walk you through what’s happening behind the scenes in SEO and online marketing, and what you can do about it.

Therapists are seeing fewer website visitors, fewer calls, and wondering if something’s broken. It can feel isolating, like maybe your practice is doing something wrong. But you’re not alone — this is a trend we’re seeing industry-wide.

You might think the solution is just to post more on Instagram or start a blog. While those can help, they won’t fix the core issue. The truth is, search engine behavior and how people find therapists online is changing... fast.

1. What’s Changed in SEO Over the Last Year

• Google’s algorithm updates have prioritized helpful, original, and authoritative content.
• AI-generated content has flooded the web, so Google’s gotten stricter on quality signals.
• Local SEO results are more competitive — especially in saturated markets.
  

2. How AI is Changing the Game

• More people are using ChatGPT or AI tools to ask questions instead of searching Google.
• Google's AI snapshots (Search Generative Experience) are pulling answers right into results pages — meaning fewer clicks to websites.
  

3. It’s Not Just You — It’s a Landscape Shift

• Even well-optimized therapy websites are seeing fluctuations.
• Less organic traffic doesn’t always mean fewer clients — but it does mean we need to be more strategic.

So what can you do about it?...

Before you start making changes, it's essential to understand why traffic has dropped. An SEO assessment can reveal:

• Technical issues (like slow load times, broken links, poor mobile experience)
• On-page optimization gaps (are your keywords still relevant?)
• Local SEO visibility (are you showing up in Google Maps for your city?)
  

This gives you a clear baseline and prioritizes what to fix — instead of guessing. (This is exactly what we do with our SEO assessments at Private Practice Elevation.)

Choose one key service (like EMDR therapy or couples counseling) and ask:

• Does your website have a page that clearly explains what this is, who it helps, and how someone can get started?
• Is that page optimized for local search terms (e.g. "EMDR therapy in Denver")?
  

Focus on creating or refreshing one solid, helpful page — rather than trying to write 10 blog posts.

Google is still the #1 way most people find a therapist. Make sure your Google Business Profile:

• Is verified
• Has current photos, hours, and contact info
• Includes detailed services (with keywords!)
• Has recent reviews from happy clients
  

This one step can often help you get found more often without having to touch your website.