A Google Business Profile is a free listing that puts your therapy practice on Google Search and Maps when local people search for help. For UK therapists it's the single highest-return free marketing tool: set it up with an accurate name, category, area served and a few photos, keep your details consistent everywhere, and encourage genuine reviews within your professional body's guidance.
What a Google Business Profile actually is
A Google Business Profile (formerly Google My Business) is a free listing that controls how your practice appears on Google Search and Google Maps. When someone searches for local help, Google shows a map with three highlighted businesses — the 'local pack' — above the normal results. Being in that pack is often worth more than ranking first in the blue links beneath it.
Why it matters so much for therapists
Therapy is a local, high-trust, high-intent search. People look for help near them, and they decide quickly. A complete profile with photos, an accurate description and genuine reviews gives an anxious searcher a reason to choose you in the few seconds they spend deciding — before they've even reached your website.
How to set it up well
- —Claim or create your profile at google.com/business and verify it (usually by post or phone).
- —Use your real practice name — no keyword-stuffing like 'Best EMDR Therapist Bristol', which breaches Google's guidelines.
- —Choose the most accurate primary category (e.g. Psychotherapist, Counsellor, Mental health service) and add relevant secondary ones.
- —Set your service area if you work online or visit clients, or your address if you have a consulting room.
- —Add a warm, professional profile photo and a few calm images of your space.
- —Write a clear description of who you help and how, in plain language.
- —Add your website, booking link and accurate opening hours.
Reviews — carefully
Reviews strongly influence local ranking, but for therapists they need handling with care. BACP, UKCP and HCPC guidance restricts soliciting testimonials from current clients. You can, however, invite reviews from appropriate sources — supervisees, training delegates, or professional collaborators — and always in line with your body's guidance. Never incentivise or fake reviews.
Keep everything consistent
Your name, address and phone number should be identical across your website, Google profile, directories and social channels. This consistency (often called NAP) tells Google — and increasingly AI search engines — that these listings all refer to the same trusted entity.
For local, high-trust searches like therapy, a well-kept Google Business Profile often does more than a month of social posting. It's free, it's fast, and most of your competitors haven't bothered.
Adam Watters, Founder, Psyche Creative
A Google Business Profile works best alongside a website built for local search from the ground up. See how we approach clinical-intent SEO →
For the wider picture on ranking ethically in a YMYL category, our field guide goes deeper. Read: Professional SEO for Mental Health Professionals →
Adam works with UK therapy practices, EMDR trainers and mental health organisations on websites, social media and digital campaigns. He started Psyche Creative to give clinicians a marketing partner who understands the sector — and won't compromise on professional standards to get results.
