Expanding Your Therapy Practice Across States: Building SEO That Travels With You

You got licensed in another state, now what?

Learn how to grow your online visibility as a therapist expanding in to new states.

Recently, a question came up while working with a therapist who is trying to grow their practice: “I just got licensed in another state, how do I actually get clients there?”

It’s an exciting milestone. You’ve worked through the paperwork, maybe even sat for another licensing exam, and now you’re ready to serve more people. But then you realize that you’re practically invisible in that new state. No Google visibility, no local recognition, no organic traffic.

Here’s the thing: when you cross state lines virtually, your SEO doesn’t automatically come with you. You have to build it again. The following blog is here to address just that.

Why SEO Shifts When You Cross Borders

Search engines think in neighborhoods. They care about proximity, reputation, and relevance. If you’re a therapist based in California and you start seeing clients in Texas or Oregon, Google doesn’t yet recognize that new connection.

Think of it like moving to a new town. You’re the new neighbor and nobody knows you yet. SEO is how you start introducing yourself to that new community.

This is where strategy meets empathy. You’re not just trying to rank; you’re trying to reassure the new community that you understand them. This includes things like their state laws, their culture, their anxieties…

Creating State Pages

You know what happens far too often? A therapist adds one sentence to their homepage: “Now offering telehealth in Florida and Washington.”

Instead, each state deserves its own page that feels intentional. Write to them directly and tell them why you expanded to their state. Did you grow up there? Did you have a client that moved there and wanted to continue services? Maybe you just noticed how hard it was for people in rural areas to find culturally competent therapists. Mention those things to build your authenticity in a way that resonates with both Google and the people you are trying to connect with.

Use phrases like “licensed therapist for clients in Florida” or “online counseling available to residents of Oregon.” Sprinkle them naturally through your content.

Building Trust Without a Street Address

Here’s where it gets tricky: most expanding therapists don’t have a physical office in every state they’re licensed in. So how do you show up locally when you’re entirely virtual?

You build trust signals. List your practice on multi-state therapist directories like Psychology Today, TherapyDen, or GoodTherapy. Join local mental health associations even if you have never set foot in their meetings. Write a short piece for a regional wellness blog or offer a guest Q&A with a local nonprofit.

Each of these creates digital breadcrumbs that lead back to your site. Google begins connecting the dots over time with your name, your site, your site, and your services to that region.

Write Like You Belong There

Your content should reflect familiarity. Write about what’s relevant in that region.

If you’re serving clients in Texas, talk about balancing work and identity in fast growing cities like Austin or Dallas. If you’re targeting Washington, maybe explore how seasonal depression hits differently in the Pacific Northwest.

These local nuances show potential clients that you see them. It’s empathy in SEO form.

Don’t be afraid to weave in your story. Clients want to know who you are as much as what you offer. If your journey to multi-state licensure has a personal thread, share it.

Keep an Eye on What’s Working

Marketing without measurement is guesswork. Use Google Analytics or Search Console to see where your traffic is coming from. Are people in Illinois starting to find your site? Are your “therapy in Texas” pages climbing in search results?

As you gather data, adjust your content accordingly. Maybe you notice people in Colorado are searching for “grief counseling after relocation.” Great, write about that. SEO is dynamic and should grow with your practice.

I am a firm believer that connection drives everything. In a world where AI-generated content is flooding the internet, the human connection matters more than ever. I think it’s fine to leverage AI to help you organize and tell your story, but the heart of your content should be your stories, your empathy, and your ability to speak with warmth and honesty. Those are the things that will help to set you apart.