Where things stand
Strong blog authority, weak local conversion
- Blog content carries organic visibility but is not reaching the service and location pages that convert patients into appointments.
- Two of seven locations (Colorado and Pennsylvania) have no Google Business Profile, so the practice is invisible in those local markets.
- Active profiles across the other five locations have minimal reviews, no recent posts, and stale photos, suppressing Map Pack visibility.
- City pages exist across many markets but need consolidation and deeper local content to differentiate and rank.
Top findings
Highest-priority items from the audit
Core service pages not ranking for primary commercial terms - 'anxiety therapy' (pos. 62), 'depression therapy' (pos. 61)
Your anxiety and depression therapy pages are buried on page 6 of Google, nationally. These are the terms people search when they are ready to find a therapist - 18,100 and 12,100 monthly searches respectively. The practice is not getting any of that traffic. Meanwhile you rank #3 for 'doom scrolling' which sends readers, not patients. Your commercial pages need the same content investment your blog posts have received.
Recommended action
Treat each core service page (anxiety, depression, trauma, ADHD) as a content project, not just a brochure. Each page needs: 1,500+ words covering the condition, your approach, what a first session looks like, and FAQs. Internally link from every relevant blog post to the appropriate service page. Build topical authority around each condition with supporting blog content.
Evidence
SEMrush + Manual review
83% of all traffic concentrated in 4 blog posts - high business continuity risk
Four articles - doom scrolling, bed rotting, visualization, and 'what does a psychologist do' - drive 83% of your website traffic. If any of these pages loses ranking (algorithm update, competitor, or Google using your content for AI answers instead of sending clicks), you lose most of your web presence overnight.
Recommended action
Diversify traffic across more pages: develop content clusters around your core specialties (ACT, anxiety, ADHD, trauma), optimize service pages for informational intent at the top of the funnel, and build internal linking from blog posts to service pages to distribute authority.
Evidence
SEMrush
Teletherapy page not capitalising on national reach - 'online therapy' (27,100 monthly searches) not targeted
You offer teletherapy across multiple states, which is a genuine competitive advantage over single-location practices. But 'online therapy' gets 27,100 searches per month nationally and your teletherapy page is not competing for it. For a practice that can serve patients in seven states without requiring them to travel, ranking for telehealth terms is a major untapped opportunity - and one that's more achievable than competing with large local directories for in-person terms.
Recommended action
Overhaul the /teletherapy-services/ page to target 'online therapy' and 'teletherapy' nationally. List every state where you are licensed to practice. Add FAQ content around telehealth: how sessions work, what platform you use, whether insurance covers it. Target 'online therapist [state]' variations for each state you serve. This page should be the strongest-performing page on the site given your multi-state footprint.
Evidence
SEMrush + Manual review
Top recommendations
Where we suggest starting
Launch Google review acquisition campaign
Rowan Center has only 1 Google review vs competitors with 10-79 reviews. Competitors with more reviews dominate the local pack. Send review request emails to past patients with a direct GBP link. Target: 15+ reviews in 30 days.
Status Proposed
CBT page ranks 24th for a 12,100/month keyword - wrong content format for commercial search intent
Your CBT (Cognitive Behavioral Therapy) page currently ranks 24th - page 3 - for a keyword searched 12,100 times a month. At that position you're getting essentially zero traffic from it. Two problems are compounding here: the page reads like a blog article ("How Does Cognitive Behavioral Therapy Work? A Guide...") rather than a service page, which doesn't match what Google wants to show for people searching for CBT therapy. And it's competing against established psychology organisations (APA, NAMI, Psychology Today) with far more authority on a generic term. The fix is to restructure this as a proper service page for "CBT therapy in Los Angeles" targeting the local commercial intent, not the generic national educational term.
Status Proposed
7 near-identical location pages risk Google doorway page penalty and suppress domain-wide quality signals
You have 7 city-specific anxiety therapy pages (Burbank, North Hollywood, Encino, Beverly Hills, West Hollywood, Westlake Village, Thousand Oaks) that together only attract about 400 monthly searches. More importantly, these pages appear to use the same template with just the city name changed - which Google actively penalises as "doorway pages." This can suppress rankings across your entire site, not just those individual pages. Each location page needs genuinely unique content: local office details, therapist bios serving that area, neighbourhood context, and location-specific service information.
Status Proposed
Open decisions
What we need from you
Confirm active markets for Colorado and Pennsylvania
Context
Both locations appear to have physical addresses but no live Google Business Profiles in the current audit notes.
Options
Treat as active SEO markets, defer until confirmed, or exclude from current local SEO scope.
Recommended
Confirm active service status before building location ecosystems.
If delayed
Location strategy and GBP work may remain blocked for these markets.
Assign owner for review generation
Context
GBP growth needs a recurring operational process, not a one-time fix.
Options
Client owns review requests, SEO provides templates, or PM coordinates cadence.
Recommended
Assign a client-side owner and cadence.
If delayed
GBP trust signals may remain weak even if profiles are technically updated.
Confirm city pages to keep, merge, or remove
Context
The current city footprint is broad and may include overlapping or thin pages.
Options
Keep all pages, consolidate overlapping pages, or prune low-value pages.
Recommended
Prioritize cities with real demand and business value.
If delayed
Design and SEO scope may be overestimated or misdirected.
Risks
What to watch out for
- Heaviest reuse: Hero (x7), Rich text body (x5), Booking CTA (x3), Specialties list (x3). Build these modules first.
- City pages must each have unique content (different demographics, FAQs, clinicians, local references) or Google flags them as doorway pages.
- Blog Post template covers ~71 URLs but must keep all existing pages at root. Do not migrate to /blog/{slug}/.
- When /california/ redirects, update Google Business Profile URL the same hour (~170 visits/month at risk).
- Modules total: 22. Shared (2+): 10. Specialty (x1): 12.