Search Engine Optimisation (SEO) is the process of improving your visibility in the natural, organic listings of search engines and online directories like Google. This exercise has substantial benefits for your counselling or therapy business.

Why it’s useful to enrich your Counsellor profile with SEO

As a member of Australia Counselling, you have many options available to you for building a profoundly effective online counselling profile. You can use the link to your counsellor profile on your business cards, in your social networking online and as a way to centralise information you give your clients about you. These references to your counsellor profile link across the web also add to your search engine likeability.

Optimising your Australia Counselling profile can grow your private practice. Some of the reasons why it’s a good idea to optimise your Counsellor profile for the search engines are:

  • Your Counsellor profile has its own, individual URL that’s identified by uniquely by search engines for its on-page content
  • Australia Counselling is a dynamic and growing authority site representing the counselling community in Australia
  • Featuring links to your main website and a blog on a well-ranked page improves your online visibility

You may have heard that SEO begins with optimising your content with favourable keywords. While this is true, it’s important to remember that good SEO is about using keywords in relevant and appropriate ways within good content. The information you provide about your counselling or therapy practice needs to remain accurate and attractive to your potential clients.

You can improve your counsellor profile with SEO while keeping it true to your values and goals as a counsellor in Australia. Starting with your descriptive content there are a few simple ways you can adjust your content to create a counsellor profile that is compelling, reliable and liked by the search engines.

Focus your descriptive content on:

  • The locations you serve – wherever in Australia your clients are, include details of the city, suburbs or the area
  • Your client demographic – write about who your clients are and the client community you wish to engage with, for example “married couples”, “youth”,“childless couples”, “single parents” or “children”.
  • Issues your clients experience – add brief details about the issues your clients are going through, for instance “stress management”, “depression”, “child behaviour” or “performance enhancement”.
  • Your therapeutic approaches – remember to detail sufficient but non-technical keywords and information about your areas of expertise, for example mentioning “ADD and ADHD coping strategies” or “communications skills training”.

A fairly easy way to include this essential content in a keyword-rich and compelling way is to connect two categories together as a short phrase, for example “teenagers in Sydney” or “single parents with depression”. You can then write short sentences to connect the short phrases with one of your therapeutic approaches, for example by writing “A number of teenagers in Sydney have responded well to my communications skills training programme.”

Complete and display all your profile

Every part of your counsellor profile can contribute positively towards its on-page SEO. In the sections for Areas of Practice and Treatment Approach, make sure you list all your main specialities.

Giving complete the information in each part of your profile – from making sure you include a personal photo to adding additional information – improves the SEO and potential ranking for your counsellor profile page. Make sure you include your phone number as this will also be recognised by the search engines.

According to a recent report on inbound marketing, by including a YouTube video you increase your page’s likelihood of a good search engine ranking by 70%.

Link to your main therapy website and to your blog – if you have one and if it is current. The search engines like up to date websites and regularly updated information and the quality of your link will add to your counsellor profile SEO and vice versa. You can also submit articles to the Australia Counselling blog and keep your counsellor profile content fresh by adding your new titles on a regular basis.

Use your Additional Information section to include details about books, papers and articles or the web location of an eBook or online report you may have written.  Adding your primary address and a secondary address if you have one also improves the SEO of your counsellor profile and your visibility in the search engines.

Your potential clients will be searching for your counselling services. Providing complete information in all parts of your profile and focusing your descriptive content using keywords about your clients – and how you can help – will improve the SEO of your counsellor profile, making it easier for you to get found.


* The above suggestions are intended to help you get the best results from your listing. These are NOT requirements for writing your listing on

**Although some clients may be attracted to a listing that is focused largely on a list of counsellor accomplishments and credentials, these people represent a minority. The above suggestions are based upon what research shows has the most impact on potential clients and what page elements improve the overall SEO of a web page.