When I founded Bent Couch in 2022, I was brimming with passion, armed with a wealth of therapeutic techniques, and prepared to embrace every individual in need. What I didn’t have? A single clue about SEO (Search Engine Optimisation) or GEO (Generative Engine Optimisation).

Like many counsellors, I assumed that once my website was up and running, clients would appear magically. After all, I had done the hard part: years of training, setting up a business, and creating a welcoming space. Surely, that was enough?

It was not.

For weeks and months, I stared at my empty appointment calendar, wondering if I had somehow been blacklisted by Google. Turns out, Google didn’t even know I existed.

The Day I Discovered SEO

It all changed the day I overheard another person in business talking about SEO in an online group. They threw around terms like “meta descriptions,” “keywords,” and “backlinks” as if they were discussing different types of herbal teas. I nodded along, pretending I understood, before frantically Googling:

"What is SEO, and why does it hate me?"

The short answer? SEO doesn’t hate me (or you). It just doesn’t work unless you give it the right tools.

SEO is the art (and science) of helping search engines understand who you are and what you do so that they can show your website to people looking for your services. If someone in Melbourne searches for a gay-friendly counsellor for anxiety, SEO determines whether my website appears or whether they find someone else.

Keywords: The Magic Words Google Loves

So, I started researching keywords, the words and phrases people type into Google when searching for services like mine. I thought, “I’ll just put counselling, therapy, and mental health everywhere.” Simple, right?

Nope. SEO doesn’t reward keyword stuffing. Google is smarter than that. It wants relevant and useful content.

That’s when I discovered long-tail keywords and phrases like:

LGBTQ+ online counselling in Australia

Support for gay dads navigating fatherhood

Therapist for anxiety and burnout in Melbourne

These are specific, less competitive, and more likely to attract the right clients.

I rewrote my website content, making sure to use these keywords naturally in blog posts, page titles, and even image descriptions. (Yes, even Google reads those tiny captions under your website photos.)

If that wasn't enough, then came GEO—The Future of Search.

While SEO was aiding in my visibility on search engines, I required GEO (Generative Engine Optimisation) to maintain a competitive edge.

If you're unfamiliar with GEO, it's the process by which AI-powered search engines, such as Google's new generative AI features, determine what to generate and display during user searches.

In the old days, SEO was about ranking on Google. (Do you like the way I’m saying ‘In the old days’ like SEO was introduced by Google in 1922! It’s a simple reminder that we need to be aware of the changing face of technology and how it can affect our marketing.) Now? AI-driven search results summarise information, pulling content from websites like mine and presenting it directly in search results.

This means that even if my website ranks well, people might get answers without clicking through. Enter GEO, which helps ensure my content is part of what AI pulls.

How GEO Works for Counsellors Like Me

GEO means optimising content for AI-generated search results, making sure:

• My website is structured clearly (so AI can summarise it easily).

• My blog posts are concise and informative (so AI prefers them).

• I use conversational language that AI understands (instead of clinical jargon).

• My FAQs are question-based (because AI loves direct answers).

For example, instead of writing, "Counselling for burnout is available for individuals experiencing emotional exhaustion."

I now write:

"Struggling with burnout? Counselling can help you regain balance and prevent long-term exhaustion."

Why? Because AI-generated search results prefer human-like, direct, and conversational language.

SEO + GEO = A Winning Formula

Within a few months, I have noticed more clients saying, “I found you through Google’s AI-generated answers” or “Your website came up in a suggested response.”

Instead of relying only on traditional search rankings, GEO helped me be part of AI-generated responses, keeping me visible even in a changing search landscape.

And the best part? Just like SEO, it’s a long-term strategy that pays off.

What I Wish I Knew Sooner About SEO & GEO

If you’re a counsellor (or any small business owner), here’s what I’d tell you:

• SEO is NOT dead: It’s evolving, and you need it to stay visible.

• GEO is the future: AI-driven search results are changing how people find information.

• AI favours clear, helpful content: If your content is complex or unclear, AI won’t pick it up.

• Question-based content wins: If people search “How do I find a good counsellor?” Your website should provide the answer.

• Patience is key: SEO & GEO take time, but once optimised, they bring in steady traffic.

Final Thoughts from Your Friendly Counselling Nerd

If the idea of SEO still makes you want to throw your laptop out the window, I completely understand. And now there’s GEO too? It sounds like something out of a sci-fi film or a sad horror movie.

But here’s the thing: understanding SEO & GEO will change your business. And here’s the important part: you need to be patient and let it take time to work it’s magic.

Anyway, I’m still that gay-friendly counsellor, passionate about helping people, but now I also know how to make sure those people can actually find me.

And you can too.

Now, if you’ll excuse me, I have a date with Google’s AI-powered search. Hahahahaha

Shaun

As well as counselling, Shaun facilitates a monthly meeting for counsellors in Australia called Counsellors Online Couch Community; simply click below to send your details and mention in the comments that you want to be a part of these exciting discussions. You’ll receive updates on upcoming topics, Zoom links, and exclusive resources for private practice owners.

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