AI Fridays: Advertising your practice in the age of AI.

1. Google’s "Clinical vs. Local" split: Why your Map is the new Homepage

Data released on December 29 confirms a massive shift in how Google handles mental health queries. For "Clinical" searches (e.g., "symptoms of anxiety," "CBT vs. DBT"), Google’s AI Overviews now answer the user's question directly on the search page 93-100% of the time. This has effectively reduced click-throughs to generic therapy blogs to near zero, as users get their answers without ever visiting a website.

However, Google has simultaneously removed AI answers from "Local" queries (e.g., "therapist near me," "anxiety counseling [city]"). This means while educational blogs are losing traffic, your Google Map listing and your location-specific service pages have become the primary drivers for patient acquisition. If you aren't appearing in the "Local Pack" (the top 3 map results), your practice is essentially invisible to local seekers.

This doesn't mean you stop building pages; it means you change what you build. High-ranking practices in 2026 are moving away from generic definitions and toward Hyper-Local Authority Pages. These pages aren't just for SEO, they are crucial for building trust. When a patient clicks your Map listing, they need to land on a page that proves you understand their specific community, landmarks, and local needs.

Action: Pivot your content strategy from "General Education" to "Local Authority." Create dedicated pages for your specific neighborhood (e.g., "Anxiety Therapy in [Neighborhood Name]" or "Counseling near [Local Landmark]"). Audit your Google Business Profile categories this week to ensure they match "high-intent" local searches. Optimize these new pages with local photos and community-specific information to build immediate trust with neighbors who find you via Maps.

Moonraker AI Newsletter

Jan 7th 2026

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I used to have a consulting firm where I helped clinicians launch their solo practices. One of our "tricks" was the Google profile. A well-done Google profile will feed you clients with almost zero upkeep.

It was hands-down the easiest way for clinicians to get one to three clients per week.

The only downside is that it typically took three-ish months for a profile to rank on Google. However, if the above trend holds true, that may be changing. Google profiles might become even better sources for getting clients.

Full disclosure: I do know some people who say Google profiles don't work for them. Whenever I've then examined their Google profiles, they weren't fully set up. I know me saying "fully set up your Google profile" sounds obvious. Still, I'm always struck by how many people say, "Oh, I tried the Google profile. It didn't work for me," but hadn't actually fully set it up.

But hey, it might not matter. You might not have a job in a year anyway.

(Joking)

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I'm launching a training group. This training group will be really difficult and require a lot of work an effort. It's not for most people.

 

However, if you're interested in becoming an elite therapists, click here to learn more.

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Jordan Harris Jordan Harris, Ph.D., LMFT-S, LPC-S, received his Doctor of Philosophy in Marriage and Family Therapy from the University of Louisiana Monroe. He is a licensed professional counselor and a licensed marriage and family therapist in the state of Arkansas, USA. In his clinical work, he enjoys working with couples. He also runs a blog on deliberate practice for therapists and counselors at Jordanthecounselor.com