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Google E-E-A-T for therapists, Theo Ruby Digital Marketing
Theo Ruby Digital Marketing
theoruby.com
A practical guide for practitioners

Google E‑E‑A‑T for therapists

What it is, why it matters, and how to build it on your website.

E‑E‑A‑T is how Google decides whether your therapy website deserves to rank. Here is what each letter means and what to do about it.

E
Signal one

Experience

First‑hand, lived knowledge of the issues you work with.

What to do on your site
  1. 1State years in practice and approximate number of clients on your About page.
  2. 2Write blog posts from your clinical perspective, not as summaries.
  3. 3Include anonymised composite case studies, labelled clearly as composites.
  4. 4Mention specific populations and presentations you have worked with.
  5. 5Use phrases like “in my experience” and “clients often tell me” in content.
E
Signal two

Expertise

Formal qualifications, training, and specialist knowledge.

What to do on your site
  1. 1List your full qualification title, awarding body, and year on your About page.
  2. 2Name every modality you are trained and currently practising in.
  3. 3Include your professional body name, membership grade, and membership number.
  4. 4Mention that you receive regular clinical supervision.
  5. 5Add specialist training to the relevant service pages, not only the About page.
A
Signal three

Authoritativeness

External recognition from credible sources outside your own site.

What to do off your site
  1. 1Complete your BACP, UKCP, or relevant directory profile with a bio and website link.
  2. 2List on Psychology Today and Counselling Directory with a full profile.
  3. 3Keep your Google Business Profile accurate and up to date.
  4. 4Add published articles, media mentions, or speaking appearances to your About page.
  5. 5Check your name and practice details are consistent across all directories.
T
Signal four

Trust

The signals that tell Google and potential clients your site is safe and transparent.

What to do across your site
  1. 1Add an up‑to‑date privacy policy and cookie notice.
  2. 2Display your professional body logo in the footer with a verification link.
  3. 3Include a brief complaints procedure linking to your body’s process.
  4. 4List your fees or a fee range clearly.
  5. 5Confirm HTTPS is active and your contact form sends a confirmation reply.
Priority actions

Start here: your first 5 actions

  1. Add your professional body name, grade, and membership number to your About page in visible text.
  2. Check your BACP, or equivalent, directory listing links back to your website.
  3. Attribute every blog post to your name, and link to a bio with qualifications.
  4. Add a privacy policy and complaints procedure if they are missing.
  5. Set up, or update, your Google Business Profile.