Talking SEO with Kelly

As a mental health clinician, one of your main goals may be to grow your practice. As the research shows,  having an online presence is a top component of attracting potential clients. You may already have a Twitter and Instagram account, a few blog articles, and a website, but how do you pull in an audience? Simply having a website doesn’t mean your site will rank high on the page when people in your area search for mental health providers.

We interviewed our own SEO Specialist, Kelly Fitzgerald of Savvy Marketing Services, to share her background in the SEO world as well as tools and trends therapists should be using to help build their practice.

How did you learn SEO?

I took a Digital Marketing Strategies certificate program in 2011. I used it to refresh my skills after being a stay-at-home mom for several years.

One of the core classes in the program was search engine marketing (SEM). The class covered search engine optimization (SEO), paid search, link building, and online reputation management. It was my favorite course in the program! 

How has your background in finance helped your career path into the world of SEO?

My data-driven approach to SEO comes from my deep background in finance. I analyze large amounts of data using advanced Excel skills to inform my SEO strategy. I’ve been around numbers for a long time. In high school, my first job was working as a bookkeeper. I’ve always loved numbers, and that’s a plus given how much I rely on them to achieve results for my clients.

How important is it for a business owner to select a niche when trying to grow an SEO business?

My expertise in SEO for therapists helps me be more efficient and offer added value to my clients. Focusing on a niche also helps with referrals. Clients typically have a large network of colleagues. I find that referrals from clients are more likely to convert. 

What are your three favorite tools you use when analyzing SEO results?

1) Microsoft Excel  
I can import a large amount of data from a variety of SEO tools into Excel. The advanced filtering and sorting functionality is essential in my analysis. Compared to Google Sheets, Excel is a more robust tool for data analysis. 

2) Google Search Console
This free tool shows which search terms a website shows up for in Google’s results. It also tracks the position a keyword ranks for in search results. Focusing on improving a keyword’s ranking is much easier than ranking for a new term.

This tool can also be used to brainstorm content ideas. Search queries are often formatted as questions that can be addressed in a blog post. 

3) Ubersuggest
Ubersuggest is a keyword research tool that offers a free and paid version. The free version shows national data for a keyword’s search volume and difficulty level. It can be a quick way to see how a competitor ranks for specific keywords. A paid tool can provide location-specific search volume and keyword difficulty data.

What trends are you seeing in Solo & Group Therapy Practice Owners?

Some practices are using a hybrid model to meet their client’s needs. Others are closing their physical offices and only offering therapy online. In larger cities, group practices are expanding. To support the demand for their services, they are adding locations and hiring more staff. 

What qualities are required in order to be effective in an SEO role, in your opinion?

Strong Communication Skills
There is a lot of jargon in SEO, which can be overwhelming for clients. Using non-technical language to explain SEO concepts puts clients at ease.

User Experience Focus
An SEO strategy needs to take into account how a user engages with content. A website’s menu structure needs to be easy for users to navigate. Sites need to load quickly and be free of broken links and error messages.

Technical Savvy
Experience using core SEO tools like Google Analytics and Google Search Console. Knowing how to implement SEO changes across multiple platforms. For WordPress, being able to optimize a site using the Yoast SEO plug-in. Understanding how to use Squarespace’s built-in tools to optimize for search engines.

How do you stay up-to-date on the near-constant search algorithm changes?

I follow several SEO experts to track updates to Google’s algorithm. Although the algorithm updates daily, core changes only occur once or twice a year. 

What are some common SEO mistakes you’ve seen in other organizations?

• Using summary topics as keywords. Search queries should include 3 to 5 words. Instead of targeting depression, focus on the keyword phrase therapy for teenage depression.
  
  
• Ignoring search volume and keyword difficulty. Users often think they know the “right” search terms to target. Before selecting keywords, confirm there are enough monthly searches for the term. Know how difficult the term will be to rank in search results. 
  
  
• Overusing categories and tags. Limit blog post categories to 5 to 7 main topics. Avoid creating multiple categories or tags for similar topics. For example, the category therapy is too broad. Use trauma therapy as a main category. Assign this category to blog posts on PTSD, EMDR, and other trauma-related topics. Reconsider using tags as they often duplicate category topics.

What’s your greatest digital marketing success story?

Implementing SEO services for a group practice client in a highly competitive market, resulting in the following return on investment (ROI):

• 105% increase in how many times the site showed up in search 
• 146% increase in the number of clicks through to the client’s website
• 183% increase in organic traffic

How do you see SEO changing in the near future?

Google will continue to emphasize user behavior for mobile searches. Sites with a poor mobile experience will see a drop in their keyword rankings. As Artificial Intelligence (AI) improves, search results will get better at matching search intent.