How I Got My Therapy Practice to Rank at the Top of Google Maps (And How You Can Too)

I remember checking Google every week, hoping to see my practice show up somewhere—anywhere—in the local results. Nothing. Not even a glimpse in the map pack. That when I committed myself to learning about local SEO

Fast forward, and I am now at the top of local search results for my specialty in NYC! And honestly? It wasn't magic. It was strategy, intention, and consistent effort.

Let me walk you through exactly how I did it.

Understanding Local SEO vs. General SEO

Before we dive into the tactics, we need to get clear on something important: there's a difference between national/general SEO and local SEO. And for therapy practices, this distinction matters more than you might think.

Here's how I explain it to the therapists I work with:

If you're selling notebooks online, it doesn't matter where your customers are located. Someone in California can buy from you just as easily as someone in Maine. That's when general SEO matters most—you want to show up for anyone searching for your products, anywhere.

But if you run a diner in a small town in New York? You only want to show up for people in that area. It wouldn't do you much good to rank in Kentucky because those folks can't actually come eat at your restaurant.

Therapy practices fall into that second category. Google largely views therapy as a local service, which means location matters tremendously.

How Google Decides What to Show You

Google is pretty smart about understanding user intent based on what someone types into that search bar.

If I search "how to cook bread," Google knows I'm looking for information, not a bakery nearby. So I'll see recipes, articles, and videos.

But if I type "therapy for anxiety"? Google recognizes that as a local search. That's when the map pack appears at the top—those three local business listings you see before anything else. Those are Google Business Profiles, and that's exactly where we want to be.

Why Your Google Business Profile Matters So Much

Your Google Business Profile (GMB) is essentially a standalone listing that you can create for free. But here's the thing—just creating it isn't enough. We need to optimize it and connect it properly to our website.

Also, your GMB ranks for specific keywords. My profile won't show up when someone searches for Chinese food (thankfully), but I absolutely want it to appear when someone searches for ADHD therapy in my area.

And we can get even more nuanced than that. I don't need to show up for EMDR therapy searches because I don't offer that service. But DBT therapy? Yes, I want to be visible for those searches.

Keywords play a massive role in making all of this work.

The Strategy That Worked for Me

I want to be upfront with you: there's no single magic bullet here. But there is absolutely a strategic approach you can follow. I set a clear goal to rank at the top, I put in the work consistently, and it happened.

Here's exactly what I did:

1. Complete GMB Optimization

This was my foundation. I made sure every single element of my profile was buttoned up:

Verification: I verified my business address and clearly defined my service area. This tells Google exactly where I serve clients.

(for more on the virtual practices and addresses watch my video)

Category Selection: I chose the most accurate primary category for my practice. This is crucial because it tells Google what kind of business you are. I also chose accurate secondary categories.

Services: I listed out every service I offer. Don't skip this—it helps you show up for more specific searches. Your services are your specialties (i.e. anxiety therapy, EMDR therapy, etc.)

Products: If applicable, you can also add your specialties as products. Not all profiles have this option available, but if yours does you should use it.

Photos: I uploaded high-quality photos of my space, myself, tea, logo, and anything else that helps potential clients get a feel for my practice.

Complete Every Field: I filled out every single section Google gives you that was applicable to me. Business hours, website, phone number, description—all of it. Incomplete profiles don't rank as well.

2. Strategic Link Building

This was a game-changer for me. I focused on building quality links back to my GMB and website:

General Listing Sites: Yes, even places like Yelp matter. I made sure my practice was listed accurately across all relevant directories. You want to make sure your Name, Address, and Phone Number are the same across all listings and your website.

Chamber of Commerce: This one is huge. If you can join your local chamber of commerce and get listed on their website, do it. Google sees these as authoritative local sources.

3. Website Connection

Your GMB and website need to work together, not exist in silos:

Embed Your Map: I embedded my Google Map directly on my website. This creates a clear connection between the two.

Keyword Accuracy: I made sure the keywords I was using on my website matched what I wanted to rank for on my GMB. Consistency matters here.I made sure that the services listed on my GMB were also specialty pages on my website.

4. Consistent Blogging

I know, I know—blogging can feel like a lot. But here's the truth: consistent, valuable content on your website signals to Google that you're an active, relevant resource in your field.

I committed to regular blog posts that answered the questions my ideal clients were asking. And it made a difference. I blogged weekly.

The Bottom Line

Getting to the top of local search results didn't happen overnight. But it was possible!

It came down to understanding how local SEO works, being intentional about optimization, and staying consistent with my efforts.

If you're not showing up in the map pack right now, don't get discouraged. Start with one step—maybe it's fully optimizing your GMB profile, or finally joining that chamber of commerce you've been thinking about.

The practices that show up at the top aren't necessarily better than yours. They just understood the game and played it strategically.

You can do this too.

If you want help with any of this, we can help. We offer a bespoke, done for you, marketing service. Book a free call with me to learn more.