Keywords are the terms or phrases you use to describe each specialty page. They help Google understand what your page is about so it can determine when and where to show your content.
But, if you have already identified the specialties
you want to offer at your practice – anxiety, depression and couples, for example – you may wonder why you need to bother with keyword research for therapists.
“Google’s smart,” you say to yourself, perhaps a bit too loudly, drawing a concerned glance from your dog. Shouldn’t a page about depression attract depression clients? What’s the difference between using “depression treatment” and “depression therapy” in your content?