One-Time SEO vs. Ongoing SEO: What Therapists & Wellness Providers Need to Know to Stay Competitive
If you're a therapist or wellness provider, you’ve probably heard that SEO is important — but understanding what kind of SEO support you actually need can feel confusing. Maybe you’ve already invested in a website, added service pages, or optimized your copy. Maybe someone told you, “You really only need to do SEO once.”
I hear this all the time. And while it’s partially true, it leaves out the bigger picture. The reality is SEO has two essential parts — one-time foundational work and ongoing visibility-building. Both matter, especially in a competitive local market where clients are often making life-changing decisions based on Google’s first page.
Below, I’ll break down the difference, what each includes, and why a combination of both is often the key to consistent client inquiries and long-term growth.
What Counts as One-Time SEO
There are many website optimizations that don’t need constant revisiting — at least not at first. These are foundational tasks that set your site up for long-term success.
Building or optimizing your service pages: Clear, keyword-rich service pages (e.g., “EMDR therapy in Denver” or “Holistic nutrition counseling in Boulder”) are one of the most important ranking factors for local providers.
Optimizing existing page content: This includes updating headers, adding alt text, expanding thin content, and making sure your words answer the questions clients are actively searching for.
Conversion rate optimization (CRO): It’s not enough to get traffic. You need traffic that books a consultation or intake. CRO improvements — like clarifying your call-to-action, simplifying your booking flow, or strengthening your copy — are typically done once and then refined only as needed.
Citation building: Listing your practice consistently across platforms (Psychology Today, Healthgrades, Google Business Profile, directory listings, etc.) is a foundational local SEO task.
Speed + security improvements: These help your site perform better and keep client data safe. They don’t need monthly attention, but they do need maintenance over time.
But there’s one important caveat…
While these tasks are often completed once, they can — and should — be revisited quarterly or annually if you want to squeeze more performance out of them. Search behaviors evolve. Industry language changes. Competitors update their sites. Your offerings shift.
Foundational SEO is like setting up a well-organized office. Once everything is in place, it works for you every day — but you’ll still need to tidy, rearrange, and update things as your practice evolves.
What Requires Ongoing SEO Support
Some SEO strategies simply do not function when done once. They rely on consistency and cumulative signals that build trust and authority over time.
Publishing new blog content: Fresh, expert content is one of Google’s strongest signals that you’re knowledgeable, active, and an authority in your niche. This is especially important for therapists because:
Mental health topics fall under Google’s “Your Money or Your Life” (YMYL) standards.
Google prioritizes providers who demonstrate ongoing expertise in sensitive areas like trauma, anxiety, and relationships.
Securing high-quality backlinks: Backlinks are like digital “handshakes” — proof that others trust you. They’re also one of the hardest parts of SEO and absolutely require ongoing effort to maintain and grow.
Generating reviews: Your Google Business Profile needs regular review activity. Stagnant profiles drop in ranking. Active profiles rise.
Updating your Google Business Profile regularly: Posting updates, adding Q&As, responding to reviews, and keeping info accurate all send positive engagement signals that boost local rankings.
Expanding your content ecosystem: As you grow (e.g., adding providers, groups, specialties, or new locations), you need additional SEO support to keep up with your expanding footprint.
Q: If ongoing SEO is so important, does that mean the work never ends?
A: Yes and no. SEO does get easier once you’re ranking well. Much like physical fitness, maintaining your rankings takes far less effort once you're in good shape. One of the biggest ranking factors… is already having traffic. Once Google sees people visiting your site consistently, it’s far more likely to continue sending traffic your way.
BUT competition in mental health and wellness is rising.
Nearly every week, new practices launch, established group practices expand, and other therapists start investing in SEO. And many of them are targeting the exact same keywords you are. If they’re publishing new content, gaining reviews, or earning backlinks — and you’re not — they will begin to outrank you.
And most therapists and wellness providers eventually want to:
Scale to a group practice
Move to private-pay only
Raise rates
Add passive income streams
Reduce reliance on insurance panels
Each of these steps requires a steady influx of new, aligned leads. And that momentum typically takes 6–12 months of consistent SEO efforts to build.
Why the Best Strategy Blends Both One-Time and Ongoing SEO
If foundational SEO makes your website “search-ready,” ongoing SEO keeps it visible, relevant, and competitive.
Here’s how they work together:
One-Time SEOOngoing SEOBuilds your foundationBuilds your authorityImproves performance and clarityImproves rankings and trafficHelps search engines understand your servicesHelps search engines trust you more over timeMakes your site conversion-readyKeeps clients finding you long-term
Most therapists don’t need to choose one or the other — they need a strategy that starts with a strong foundation and grows with them as their practice expands.
Final Thoughts: SEO for Therapists Isn’t a Quick Fix — It’s a Clinical Tool for Visibility
Your website is often the first “session” a client has with you. SEO is what ensures the right people actually find it.
A well-optimized website helps you:
Protect your caseload stability
Attract clients you genuinely enjoy working with
Increase income predictability
Reduce burnout
Build long-term practice sustainability
Whether you’re a solo therapist or a growing wellness practice, understanding the difference between one-time and ongoing SEO helps you make informed, strategic decisions that support your work and your well-being.
If you’re thinking about SEO for your practice, you don’t have to figure it all out alone. Every website I build includes solid one-time, on-page SEO and all the foundational best practices you need to get started strong. And if you ever want ongoing or off-page support — like blogging, backlink growth, or Google Business Profile updates — I’m always happy to share personalized recommendations or connect you with people I trust.
If you’re curious what approach makes the most sense for your goals, just reach out. I’m always here to help you get clear, stay grounded, and build something that supports you and the work you love.
