 Key takeaways
Something that comes up in pretty much every free consultation I have is the need for an active blog. Active, meaning at least once a month. The same question always follows immediately, "Do I actually have to?" The answer is massive, unequivocal yes. And then, "Okay, but how do I do it? What does a well-optimized blog post actually look like?" That's exactly what we're getting into today. Whether you're brand new to blogging or you've got a dusty draft sitting in your Squarespace that's been "almost ready" for six months, this is your practical guide to writing a blog post that works, for your readers, for Google, and for the AI tools that are increasingly shaping how people find therapists online. Start with research, not a blank page This sounds obvious, but stay with me. You could sit down and write a post about whatever feels top of mind, and it wouldn't be wrong. But given the time and energy a good blog post takes, a more strategic approach is worth it. Here are three ways to generate ideas that are actually what your clients are searching for: Mine your own conversations What are your clients asking during free consultations or throughout their sessions? Things like
Those questions are pure gold. Answer them in a blog post, and you've created content that speaks directly to someone who is already considering reaching out. Use Google's "People also ask" section Search your niche or specialty and scroll down to the questions Google surfaces automatically. These are real things real people are typing. And if Google is showing them, they're worth answering. Ask an AI tool for ideas Tell it your focus area and ask for blog post ideas based on what people commonly search. You'll end up with more ideas than you need, which is a good problem to have. Once you have your topic, now comes the part most people skip: structuring the post so it actually performs. The 8 elements of a well-optimized blog post 1. A headline that includes your keyword Your title is the first thing both readers and search engines see, so it needs to do two things at once: tell someone exactly what the post is about, and include the word or phrase they'd actually type into Google. Keep it between 6 and 10 words and be specific: "Why anxiety shows up differently in women" works better than "Understanding anxiety." 2. An image with keyword-rich alt text Every blog post needs at least one image, and every image needs alt text, that's the short description you add in the backend of your website that tells search engines what the image shows. Include your keyword naturally in that description. For free, copyright-free images, Unsplash and Pexels are both excellent. But for those of you with Canva Pro, you can access professional stock photography directly from there. 3. Key takeaways right under the image Before you get into the body of the post, add a short "Key Takeaways" section: three to five bullet points that summarize what the reader is about to learn. Try to keep each one to a single sentence. This section matters more than it used to. Readers who skim will decide whether to keep reading based on these, and AI tools like Google's AI Overview and ChatGPT increasingly pull from structured summaries like this when generating search results. If you want your content to be referenced by AI, make it easy to summarize. 4. An intro that starts with the feeling, not the definition Don't open with "Anxiety is a common mental health condition that affects millions of Canadians." Open with something that makes your reader think, "This person is describing exactly what I'm going through." Let them recognize themselves in the first line. The rest of the intro should briefly tell them what the post covers and why it's worth reading. 5. Three to five subheadings that break up the content Use H2 subheadings to organize your post into clear sections, each covering one idea. Keep paragraphs short; two to four sentences are usually enough before a new paragraph. At least one subheading should include your keyword or a close variation of it. And something I always recommend to people is to write in the way you'd talk to a client: warm, direct, and conversational rather than clinical. To help break up the content - because, let's say it together, "White space is our friend" - use bullet points wherever they make something easier to scan, especially for lists of signs, steps, or tips. 6. A closing section that ties it together Before your call-to-action, spend a short paragraph or two pulling the main points together. This doesn't need to be long; it just needs to be a few sentences that remind the reader what they just learned and why it matters. It gives the post a natural landing place and signals to search engines that the content is complete and organized. 7. A clear call-to-action Every. Single. Post needs one. Tell your reader exactly what to do next, whether it's book a free consultation, download a resource, visit a related service page, or sign up for a group. It doesn't matter where you send them as long as you send them somewhere on your site. People want to know what the next step is, and if you don't tell them, most of them will just close the tab. 8. A FAQ section at the end This is increasingly non-negotiable for both SEO and AEO. Add three to five questions that someone would realistically type into Google or ask you directly, and answer each one in two to three clear sentences. Phrase the questions the way a client would actually ask them, not the way a clinical textbook would. Keep answers direct and try not to just repeat what you already said earlier in the post. Rather, add something slightly new or more specific so the FAQ section adds value, not just summarizes. The bottom line A good blog post for your therapy practice isn't about writing something perfect; it's about writing something strategic, content that answers a real question, speaks to a real person, and is structured in a way that helps Google and AI tools understand what it's about and who it's for. One post a month, built around this framework, will do more for your online visibility than 10 posts written without a plan. If you want a ready-to-use template that maps out every one of these elements so you can just fill it in, download it below. Frequently asked questionsHow long should my therapy blog post be?
Aim for 800 to 1,200 words. That's long enough for Google to see it as substantive and worth ranking, short enough that your readers will actually finish it. Posts under 500 words rarely rank well. Do I have to use a keyword in every blog post?
Each post should target one primary keyword, something your ideal client would actually type into Google. You don't need to force it everywhere, but it should appear naturally in your headline, at least one subheading, and your first paragraph. What's the difference between SEO, AEO, and GEO?
SEO helps you rank in traditional Google search results. AEO (Answer Engine Optimization) gets your content pulled into AI-generated answers like Google's AI Overview. GEO (Generative Engine Optimization) is about being referenced by tools like ChatGPT. A well-structured post with key takeaways and FAQs serves all three at once. Luckily, I wrote a blog all about this. Click here to give it a read. What if I don't know what to write about?
Start with the questions your clients ask most often in consultations or sessions. If someone asked you out loud, someone else is typing it into Google. Those questions are your best blog topics. What happens if I skip the FAQ section?
You miss one of the easiest wins in both SEO and AI search. FAQs are structured, direct, and easy for search engines and AI tools to pull from when generating results. They also keep readers on your page longer, which signals to Google that your content is worth showing. Comments are closed.
|
