How to Set Up and Fully Optimize Your Google Business Profile as a Therapist

Go to Google Maps and search for your practice name. If a listing already exists, click on it and look for "Claim this business." Claiming an existing listing is always preferable to creating a new one, because duplicate listings cause confusion and suppress rankings.

If no listing exists, go to business.google.com and click "Add your business." Google will verify ownership, most commonly via a postcard with a verification code sent to your business address (five to fourteen business days).

For virtual practices: Select "I deliver goods and services to my customers" and choose to hide your address. You will then set service areas instead of displaying a location.

Your primary business category is one of the most important ranking signals. For most therapy practices, the correct primary category is one of: Therapist, Psychologist, Mental Health Clinic, Marriage and Family Therapist Counselor, or Licensed Clinical Social Worker.

After setting your primary category, add secondary categories for specific services. Do not add categories that do not genuinely apply — this is a terms of service violation and can result in your listing being suspended.

Business name: Use your exact legal business name. Do not add keywords or taglines — that is a terms of service violation.

Phone number: Use a local phone number rather than a toll-free number where possible.

Website URL: Link directly to your practice homepage. Make sure the URL is exactly correct.

Hours: Enter your actual operating hours. Keep them updated when they change.

Address or service areas: Whatever you enter must exactly match what appears on your website and in every other directory listing — this consistency is a core local SEO signal.

Your business description allows up to 750 characters. A strong description includes: your practice name and location naturally in the first sentence, primary specialties and populations you serve, a brief description of your approach, whether you accept insurance, offer telehealth, or are accepting new clients, and a natural, readable tone.

Write it as if you are explaining your practice to someone who has never heard of you and is trying to decide whether to reach out.

Profiles with photos consistently receive more engagement. Add at least: an exterior photo (building entrance and signage), interior photos (waiting area and therapy room, empty), and team photos (professional headshots). Avoid stock photos. Add new photos periodically — profile activity is a positive ranking signal.

Add each service as a separate item: individual therapy, couples counseling, teen therapy, EMDR, group therapy, anxiety treatment, depression counseling. Write a two to three sentence description for each. These listings give Google additional keyword signals and give potential clients clearer information about whether you are the right fit.

GBP messaging allows potential clients to message you directly from your profile, reducing friction for those hesitant to call. Ensure you have notifications set up for prompt responses — Google monitors response times.

Proactively add and answer the questions your potential clients most commonly ask: Do you accept new clients? Do you offer telehealth? What insurance do you accept? What is your cancellation policy? Do you offer a free consultation? What age groups do you work with? This takes thirty minutes once and makes your profile significantly more useful.