If you’ve come across terms like E-E-A-T or YMYL recently and thought…

“I feel like I should know what that means…”

You’re definitely not alone.

In this episode, I’m joined by Theo Ruby - someone I’ve worked with for years and regularly refer people to when they need help with the tech and SEO side of their website.

We’re talking about what’s actually changing when it comes to Google… and why, for once, it’s actually good news for counsellors.

What we cover in this episode

We talk about:

• What E-E-A-T actually means (in plain English)
• What YMYL is and why counselling websites are treated differently
• Why this isn’t about learning a whole new strategy
• How to make small changes that can make a big difference
• Why your experience matters more than ever
• How to use AI without losing your voice
• What Google is really looking for (and what it’s starting to ignore)

Why this matters

This isn’t about trying to “keep up with SEO.”

It’s about something much simpler.

👉 helping the right people find you

👉 helping them recognise themselves in what you write

👉 and making it easier for them to feel confident reaching out

And actually…

Most counsellors are already doing parts of this.

It’s just about being a bit more intentional with it.

A simple example we talk about

Instead of writing:

“Anxiety can be managed using…”

You might say:

“In my work with clients, I’ve found…”

Same idea but now you’re showing:

• Your experience
• Your understanding
• How you actually work

And that’s exactly the kind of thing Google is starting to prioritise.

One key takeaway

This is the bit I really want you to take away:

You don’t need to:

• Write more
• Sound more “professional”
• Or become an SEO expert

You just need to:

👉 show more of what you already bring to your work

Helpful links

• Theo’s guide to E-E-A-T: EEAT for Therapists: A Practical Guide to E-E-A-T and YMYL
• Join our FREE live workshop with myself and Theo on 14th May : Make Your Private Practice Website Stand Out Online

About Theo Ruby

Theo Ruby has spent 8 years working exclusively with private practice owners across the UK. He helps therapists, counsellors, and hypnotherapists attract the right clients through SEO, website design, and digital marketing.

Theo knows the mental health sector well. He understands why generic marketing advice rarely fits a private practice, and he builds his work around the specific needs of each practitioner. Having supported hundreds of practice owners, he brings grounded, practical experience to every project. His approach is clear, straightforward, and focused on results that matter. Find out more at theoruby.com.