A 47-point SEO audit framework you can implement this week

This checklist is designed for therapists and practice managers who want to audit their website systematically. It works whether you're:

• A solo practitioner managing your own web presence
• A group practice with multiple clinicians and locations
• A practice that's hired an SEO agency and wants to verify work
• A practice that's neglected SEO and needs a reset

You don't need technical expertise to complete it. Many items are straightforward (Does your homepage load in under 3 seconds?) while others require collaboration with your web developer or designer. The checklist is organized by effort and priority, so you can tackle quick wins first and schedule larger projects later.

Compliance note: This checklist includes HIPAA and APA Ethics Code considerations. Mental health practice marketing has specific regulatory requirements—this framework addresses them alongside SEO tactics.

These 15 items typically take 2-4 weeks and produce measurable results. Many are one-time fixes that compound over time.

1. Check site speed. Use Google PageSpeed Insights. If homepage loads slower than 3 seconds on mobile, this is your #1 priority. Contact your hosting provider or developer.
2. Verify mobile responsiveness. Open your website on a phone. Can you read text without zooming? Are buttons clickable? Google ranks mobile-first.
3. Enable SSL (https). Your site address should start with https://, not http://. If not, ask your web host or developer to install an SSL certificate.
4. Claim and verify Google Business Profile. Go to google.com/business. Search your practice name. Claim the listing. Verify ownership via postcard.
5. Complete your GBP profile 100%. Add practice hours, phone, address, website, services offered, and a professional photo. Missing info reduces visibility.
6. Write your homepage title tag (60 characters max). Include your city and service focus: "Therapist in [City] | [Specialization] - [Practice Name]"
7. Write your homepage meta description (155 chars max). Include location, treatment types, and a clear value statement: "Individual and couples therapy for [issue] in [city]. [License level] with [years] experience. Accepting new patients."
8. Add schema markup to your homepage. Use Google's Structured Data Markup Helper to add LocalBusiness schema. This helps Google understand your practice details.
9. Set up Google Search Console. Add your website. Monitor indexation and search performance weekly.
10. Set up Google Analytics 4. Track visitor behavior, appointment request submissions, and bounce rate. This data guides later optimization.
11. Create a location page for each service area you serve. Include city name, neighborhood details, parking info, insurance accepted in that area, and local keywords naturally.
12. Optimize your services pages. Each service (individual therapy, couples counseling, etc.) needs a dedicated page with clear descriptions, not buried in text.
13. Add internal links to high-value pages. Link from homepage to services pages, location pages, and your most important content 2-3 times each.
14. Set up a review request system. Use a HIPAA-compliant review platform (ZocDoc, Healthgrades, Zocdoc, or Google's built-in request feature). Ask established patients for reviews monthly.
15. Audit existing reviews for HIPAA violations. If any review mentions patient names, conditions, or treatment details, flag the platform and request removal.

These items target search intent and improve ranking potential. Complete them after quick wins.

16. Conduct keyword research for your services. Use Google's Keyword Planner or Ahrefs (free tier). Identify 5-8 primary keywords (e.g., "therapist for anxiety in Chicago", "couples counseling near me").
17. Write targeted H1 tags. Each page should have one H1 tag that includes the primary keyword. Example: "Individual Therapy for Anxiety in Chicago"
18. Structure page content with H2/H3 hierarchy. Break long pages into sections with subheadings. Google uses these to understand content structure.
19. Include target keywords naturally in first 100 words. Don't force it—read naturally. "I specialize in anxiety therapy for young adults" is natural; "anxiety therapy young adults therapy" is not.
20. Add 2-3 internal links per page. Link to related services, location pages, or blog posts. Use descriptive anchor text: "learn more about couples therapy" not "click here".
21. Optimize image alt text. Alt text should describe the image and include context. "Therapist office" is vague; "Calm therapy office with natural light and comfortable seating" is better.
22. Add FAQ schema to your services pages. Use structured data to list common questions and answers. Google may show these in search results.
23. Create an About page that builds trust. Include your credentials, license, years of experience, specializations, and professional affiliations (APA, state licensing board, etc.). Include a professional photo.
24. Write a Services Overview page. Link from homepage. Briefly describe each service offered, then link to individual service pages.
25. Audit all page titles for keyword inclusion and length. Titles should be 50-60 characters, include your primary keyword, and be unique across all pages.
26. Audit all meta descriptions for length and keyword inclusion. Descriptions should be 120-155 characters and include a clear benefit statement.
27. Add breadcrumb navigation. This helps Google understand page hierarchy and improves user experience. Example: Home > Services > Anxiety Therapy

These items ensure technical health, local visibility, and regulatory compliance. Prioritize items 28-35 immediately; schedule 36-47 within 4-6 weeks.

28. Verify your XML sitemap exists. Go to yourwebsite.com/sitemap.xml. If it's blank or missing, ask your developer to generate one using a WordPress plugin or XML sitemap generator.
29. Submit your sitemap to Google Search Console. This tells Google which pages to crawl and how often.
30. Check for duplicate content issues. Use Screaming Frog (free tier) to crawl your site. Look for duplicate title tags, meta descriptions, or page content.
31. Test your contact form. Submit a test message. Verify you receive it and it includes all fields (name, email, phone, message, insurance). For privacy, confirm it's HIPAA-compliant.
32. Audit all forms for HIPAA compliance. Forms should not ask for diagnoses, symptoms, or mental health history. Capture only contact info and insurance details. Verify your form uses HTTPS encryption.
33. Verify your privacy policy mentions HIPAA. Include: "We comply with HIPAA regulations. Patient information is encrypted and never shared without written consent."
34. Check your terms of service for compliance. Include language that therapy cannot replace emergency care, all advice is general, and patients should follow licensed providers' in-session guidance.
35. Audit all patient testimonials for HIPAA violations. Testimonials should never include patient names, conditions, or session details. Use anonymous quotes only.
36. Create a FAQ page specific to your practice. Address questions like "Do you accept my insurance?", "What is your cancellation policy?", "Do you offer telehealth?", "What can I expect in the first session?"
37. Add a blog and publish one article per month. Topics: "What to Expect in Your First Therapy Session", "How to Find the Right Therapist", "Common Therapy Questions Answered". Blog content improves authority and captures long-tail keywords.
38. Optimize all blog posts for SEO. Include H2 headers, internal links (2-3 per post), keyword focus, and 1,000+ words minimum. Add schema markup for blog posts.
39. Set up a review response process. Respond to all reviews (positive and negative) within 48 hours. Positive responses: "Thank you for trusting us with your care." Negative responses: Keep professional, never clinical, acknowledge concern, offer offline resolution.
40. Verify your Google Business Profile is HIPAA-compliant. Ensure no patient reviews mention names or conditions. Check posts and Q&A section for sensitive info. Respond to questions professionally without sharing patient details.
41. Claim listings on secondary directories. Healthgrades, Zocdoc, Psychology Today, TherapyDen. Ensure consistency: name, address, phone, website, credentials, and specializations match across all listings.
42. Audit your Psychology Today profile specifically. It should include your full credentials, specializations, insurance acceptance, availability, and a professional photo. Note: Psychology Today is NOT your primary SEO channel—Google is.
43. Create location pages for each city you serve. If you have multiple offices, each needs a dedicated page with local keywords, address, hours, and services specific to that location.
44. Add local schema markup to location pages. Use LocalBusiness schema for each location with address, phone, hours, and service area.
45. Verify your APA Ethics Code compliance in all marketing. Marketing material should not guarantee outcomes ("cure", "treat definitively"), should be truthful about credentials, and should not exploit vulnerable populations. This is non-negotiable for therapist SEO.
46. Audit all ad copy (PPC, social media) for APA compliance. Testimonials in ads need written consent. Guarantee language is forbidden. Ensure all claims are supportable.
47. Create an internal linking strategy document. Map which pages should link to which. This guides ongoing content creation and ensures new pages are discovered.

Use this matrix to sequence your work. Complete items in this order for fastest results:

Reality check: You won't finish all 47 items in one week. Aim for items 1-15 by end of week 4. Items 16-27 by week 8. Items 28-47 by month 3. This is a realistic pace for solo practitioners or small practices without dedicated marketing staff.

A printable or spreadsheet version of this checklist helps you track progress and assign ownership. Use it to:

• Assign items to your team (you, a developer, your admin staff)
• Track completion date and who did it
• Note any blockers or questions for follow-up
• Schedule monthly audits to catch new issues

The most successful practices update this checklist quarterly. Search algorithms and compliance rules evolve—your SEO audit should too.

Implementation notes: If you encounter technical items (site speed, schema markup, XML sitemaps) that feel outside your comfort zone, ask your web developer directly. Frame it as: "I'm auditing our SEO. Can you help with items X, Y, Z by [date]?" Most developers can complete these in 2-4 hours.

If you're unsure about HIPAA or APA compliance on any marketing material, consult your licensing board or a compliance-focused healthcare marketing attorney before publishing. This is not optional in mental health practice marketing.