Google’s E-E-A-T, Entities, and AI SEO: What Every Therapist Needs to Know
If you’ve been writing content for your practice and wondering why some pages get love from Google while others sink quietly into the void, you’ve probably heard of E-E-A-T.
Nope, it’s not about grabbing lunch.
It’s Google’s “trust checklist” and a way to decide whether your content deserves a prime spot in search results.
But here’s the thing: I just attended a webinar about how Google is changing, and the rules of the game are shifting again. Writing for clients, Google, and AI bots isn’t optional anymore. And that means one concept in particular, entities, is becoming as important as E-E-A-T.
So let’s break it down together, copywriter-to-therapist.
What Is E-E-A-T (and Why Should You Care)?
E-E-A-T stands for:
Experience
Expertise
Authoritativeness
Trustworthiness
When you write about mental health, Google treats it as high-stakes information, which means your content has to demonstrate credibility and trust.
Think about it from your client’s perspective. Would you rather read advice about trauma healing from:
A random person with a Pinterest board of inspirational quotes, or
A licensed trauma therapist with years of practice?
Google knows the difference. And it rewards the content that demonstrates credibility, compassion, and clarity.
A Quick Tour Through E-E-A-T
Experience - Show that you’ve actually worked with the issue you’re writing about. For you, this might mean sharing anonymized case examples, stories from practice, or language that makes it clear you “get it.”
Expertise - Highlight your training and credentials. If you’re EMDR-certified, say it. If you’re Gottman-trained, weave that into your couples therapy page. Don’t hide your qualifications in one lonely “About” paragraph.
Authoritativeness - Build your reputation online. Guest blogs, podcast features, and being quoted in reputable places all boost your authority in Google’s eyes.
Trustworthiness - Ensure your website feels safe. That means HTTPS, clear contact info, professional photos, privacy policies, accurate content, and, yes, the right tone. Clients can feel when your words are grounded and compassionate versus vague or salesy.
Where Therapists Often Slip Up
As a mental health copywriter, here are the quiet EEAT gaps I see on therapist websites:
Generic blog posts that could’ve been written by anyone (yawn. 🥱)
No author bios (Yes, if I write them with you, this still matters - keep reading.) 🖊️
Thin service pages that just say “I offer therapy for anxiety” with no depth (yuck. 🤢)
No connection between training and copy (if you’re trauma-informed, say it—don’t leave clients guessing) 💪🏽
And now, in 2025, I’d add another: ignoring entities.
Enter Entities: The New Layer of AI SEO
Here’s what I learned in that webinar: Google and AI bots don’t just read keywords anymore; they interpret context.
That means they’re looking for “entities.” Think of entities as the web of connected ideas, people, and places around your content.
For example, if you write about anxiety therapy in Orlando, Google’s AI isn’t just scanning for that phrase. It’s also scanning for related entities: CBT, panic attacks, IOPs, PHPs, mindfulness, therapy costs, and mental health providers in Orlando.
The richer your web of entities, the more likely Google (and AI bots) are to recognize you as a trusted, comprehensive source.
So yes, keywords still matter, but they’re not the whole story anymore.
Why Author Bios Matter (and How I Handle Them for You)
One of the most common EEAT mistakes I see on therapist websites, besides not having a blog at all (oh, dear), is the omission of author bios. Even if the content itself is excellent, Google and AI want to know: who wrote this, and why should we trust them?
That doesn’t mean you need to carve out hours to write your own blogs. It simply means every blog should be clearly tied to a qualified professional — you.
Here’s how I make that easy:
I write the content for you in your voice, ensuring it's client-friendly and SEO-ready.
You’re credited as the author, along with your name, credentials, and a brief bio that highlights your expertise.
Optional: dual attribution, sometimes we’ll note, “Written by Suzanne Griffin, Mental Health Copywriter. Reviewed by [Therapist Name], Licensed Therapist.” This blends my writing support with your professional authority.
That way, your website builds trust with both clients and Google without adding to your already full workload.
Why This Matters for Therapists
Because your clients aren’t searching the way they used to.
They’re not just typing “therapist near me.” They’re asking longer, detailed questions like:
“Why do I feel numb after trauma?”
“Is EMDR or CBT better for anxiety?”
“Best therapist in San Diego for postpartum depression”
And AI bots like ChatGPT, Perplexity, and Google’s Search Generative Experience are serving them answers instantly. If your website doesn’t reflect EEAT and entities, you’re less likely to show up in those AI-curated answers.
How I Help Therapists Bridge the Gap
Here’s where I can help. Not just as a copywriter, but as someone who genuinely cares about how people find help.
I don’t believe therapist marketing is about manipulation or gimmicks. It’s advocacy. It’s about ensuring that when someone is at their lowest, they find you: the safe, skilled, and compassionate professional who can help them heal.
When we work together, I help you:
Write with both heart and strategy - Clear, client-centered copy that builds trust.
Weave in your credentials naturally - So both clients and Google see your expertise.
Build entity-rich content clusters - Blogs, service pages, and FAQs that connect your specialties with the bigger picture of mental health.
Optimize for humans first, AI second - Because at the end of the day, your words should comfort a struggling person and signal to Google that you’re credible.
This isn’t just about higher rankings (though you’ll get those too). It’s about building a digital presence that feels as safe and trustworthy as your therapy room.
The Bigger Picture: Why I Write This Way
I don’t just write about mental health because it’s my niche. I write about it because I’ve lived it. I’ve lost people I love to suicide. I know the weight of anxiety and depression. And I believe, deep in my bones, that therapy saves lives.
That’s why I write for therapists. Not just to boost your SEO, but to reduce stigma, build trust, and help people find you before it’s too late.
FAQs About EEAT, Entities, and AI SEO for Therapists
Q: What does EEAT mean for therapists?
A: EEAT is Google’s way of measuring trust. For therapists across the US and Canada, it means proving your experience, expertise, authoritativeness, and trustworthiness online. That looks like:
Sharing your professional training and credentials
Writing with lived or clinical experience
Showing up in reputable places (guest blogs, podcasts, collaborations)
Building a website that feels safe, accurate, and client-friendly
Q: How do entities affect therapist SEO?
A: Entities give Google context beyond keywords. Instead of only scanning for “anxiety therapy,” AI also looks for related terms like:
CBT, EMDR, mindfulness, or IOPs
Online therapy and counseling services in the US and Canada
Symptoms and outcomes (panic attacks, treatment results)
Using entities makes your content more comprehensive and increases its likelihood of appearing in search results and AI-generated answers.
Q: Why is AI changing the way people find therapists?
A: AI is changing search because people ask long, detailed questions. Instead of “therapist near me,” they type things like:
“Best therapist for postpartum depression”
“Is EMDR or CBT better for trauma?”
AI tools like Google’s Search Generative Experience pull answers instantly—so therapists across the US and Canada need content that’s detailed, conversational, and trustworthy to show up.
Q: What’s the difference between writing for clients, Google, and AI bots?
A: Clients want empathy and clarity. Google prioritizes technical signals, such as bios, internal links, and structure. AI bots want entity-rich answers they can quote directly. To win in 2025, your content has to blend all three:
Compassionate, client-first tone
On-page SEO best practices
Entity-rich, conversational answers
Q: How can a copywriter help therapists with EEAT and AI SEO?
A: A copywriter bridges the gap between clinical expertise and online visibility. Here’s how I help therapists across the US and Canada:
Highlighting credentials and training in natural ways
Writing blogs and service pages that connect with entities
Answering detailed, client-style questions
Keeping tone human, warm, and authentic
Suzanne Griffin is a mental health copywriter who helps therapists, group practices, and wellness providers across the US and Canada find the right words to reach the people who need them most. With nearly a decade of professional writing experience, she blends strategy, SEO, and empathy to craft content that builds trust with both clients and Google. Passionate about reducing stigma and translating clinical expertise into client-friendly content, Suzanne ensures therapists’ voices shine online. Based in Orlando, Florida, she can usually be found with her nose in a book, snuggling with her dog and cats, or brainstorming her next blog idea.
