MHM#60 Checklist for writing Google friendly content

If you’ve been on my email list for a while, or if you’ve worked with me before, you’ll know that I talk about trust a lot.

That’s because trust really is the essence of therapy marketing.

No matter what we think about Google, its dominance, or how much data it collects, we currently live in a world where Google plays a big role in how people find help. As a therapist, Google helps you become more visible, get in front of the right people, and ensure those who need support can find it.

One thing Google and therapy marketing have in common is trust.

In therapy marketing, everything we do is about getting in front of your ideal prospective client, connecting with them, and building trust so they feel confident you’re the best therapist to help them, and feel safe taking the next step and making an enquiry or booking an appointment.

Connecting, building trust and creating safety to move forward is the priority of your website content. And it’s exactly what Google is trying to assess.

Google evaluates content using its E-E-A-T guidelines:

• Experience
• Expertise
• Authoritativeness
• Trustworthiness

Trust is the most important factor. It’s the filter that everything else passes through.

Google is essentially asking one core question: Can I safely believe and act on this information?

For a therapist writing about their work, their approach, and the issues they support clients with, the answer is very often yes.

This means that while SEO can feel hard, especially as a solo therapist competing in a highly competitive space, meeting E-E-A-T requirements is not the hardest part for you. You already have much of what Google is looking for. You’re qualified, experienced and working within ethical, regulatory and professional frameworks.

That alone does not guarantee you will rank at the top. However, it helps Google recognise your website as credible and trustworthy.

A Checklist for Writing Trustworthy Content

Next time you’re creating content for your website, ask yourself:

1) Does the page or article have a clear purpose or topic?

2) Is it easy to read and understand for my ideal client?

3) Would my ideal client find this helpful and relevant?

4) Does it demonstrate first-hand expertise? Why am I the right person to write about this?

5) Does it include a fresh perspective and unique ideas?

6) Will someone leave feeling they’ve learned enough that they don’t need to look further?