We’ve been getting a lot of questions lately about AI and whether therapists should be focusing on “AEO” (Answer Engine Optimization) alongside their regular SEO efforts. With all the buzz around ChatGPT and other AI tools, it’s natural to wonder if this is the next big thing you should be investing in for your practice.
At the same time, many coaches are still selling their “How to Write a Great PT Profile” courses.
So, I wanted to give you some data behind why we go where the gold is rather than focusing on either of these channels.
Now, note that our clients do have PT profiles.. But this is mainly to prove to Google that they are valid therapists.
And of course, since our clients are the best ranking therapists online, they also appear in AI platforms. However, we don’t sweat over PT or AI – and neither should you!
Why are AI Platforms and PsychToday Just Distractions?
Here’s a visual to give you an idea of where this email is going.
The combined traffic from PsychToday and AI platforms is a tiny drop in the bucket compared to traditional search engines.
Here’s the data from two of our clients:
- One practice got 7,212 website visitors and received just 25 visitors from AI platforms and only 23 visitors from PsychologyToday
- Another with 2,044 visitors got 21 from PsychologyToday and only 5 from AI platforms
PT and AI combined deliver less than 1% of the total traffic to this practice. And this is typical.
So, would you really want to divert your marketing resources to chase such a small opportunity?
Who is Getting the AI Traffic?
The therapy-related content that AI systems reference overwhelmingly comes from major authoritative sites like:
- National Institute of Mental Health
- WebMD
- VeryWellMind
- Major university research centers
These sites have massive content libraries (some articles exceed 10,000 words) and established authority that individual practices simply can’t compete with in the AI space.
Why is Psychology Today So Poor?
Last week, Michael Fulwiler noticed that nearly 50% of outgoing traffic from Psychology Today was NOT going to solo or group practices but rather to the likes of Alma, Headway, Lifestance, etc. Now, the chart he showed was desktop traffic only, and the mobile traffic numbers aren’t quite as bad, however, it’s clear that PsychologyToday has been taken over by venture capital companies.
This means Psychology Today, which many therapists have relied on for years, is becoming less effective at generating traffic for independent practitioners.
How Should Therapists Prioritize Optimizing Their Online Presence?
Based on the data we’ve gathered over almost two decades of working with therapists just like you, this is how things stack up:
- Google traffic (still the dominant force by far)
- Psychology Today (still viable but declining in effectiveness)
- Social Media (can drive traffic but nearly all of it bounces!)
- AI platforms (a distant third that’s not worth focusing on yet)
So… How Do You Get All that Google Traffic?
Our SEO strategy continues to work like clockwork for therapists who implement it correctly. The fundamentals haven’t changed:
- Optimize for local search
- Create relevant, helpful content for your ideal client
- Build your site’s authority
- Ensure your site converts visitors into clients
If you’re wondering how your site measures up, we offer a 33-point diagnostic scorecard that can help you identify exactly where your opportunities lie: Private Practice SEO Marketing Scorecard.
If you need a new site, and you want it to be set up correctly, the first time, then check out our Website in a Week offering: Website in a Week.
