MHM#67 How to appear in Google and AI results

I have been asked a few times recently, “How can I appear in AI results?” There is often an assumption that ranking on Google or showing up in AI results is highly technical or complicated. 

While there are technical parts to SEO, the actual content side is often much simpler than people think.

Google and AI are both trying to find the most helpful and trustworthy answers to people’s questions. That means the goal is not to write generic content stuffed with keywords. It is to create genuinely useful content that speaks directly to the real pain points, questions, and experiences your ideal clients are already searching for.

For therapists, this often means writing content around:

• specific symptoms, pain points or struggles
• specific questions clients commonly ask
• emotional experiences
• therapy approaches
• the deeper “why” behind what clients are experiencing

The most effective content is usually:

• specificity over generalisation
• depth over breadth
• original insight over recycled content
• written in human language rather than clinical jargon
• grounded in your own experience, expertise, and perspective

This is the kind of content both Google and AI increasingly prioritise because it is original, nuanced, and genuinely helpful.

It takes time and consistency, but you do not need to become an SEO expert to create content that performs well. All you need to do is consistently create in-depth content that answers the specific questions your ideal clients are searching for.