E-E-A-T for Counsellors: What It Actually Means, with Theo Ruby
From The Grow Your Private Practice Show by Jane Travis
May 7, 2026 · 26 min · Episode 249
About this episode
In this episode, Jane Travis and Theo Ruby discuss the implications of E-E-A-T and YMYL for counsellors and how small changes can enhance their online presence.
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…
People in this episode
Host: Jane Travis
Guest: Theo Ruby
Topics covered
- E-E-A-T
- SEO
- counselling
- YMYL
- AI in therapy
- website optimization
Keywords
- E-E-A-T
- YMYL
- SEO
- counselling websites
- AI
- website changes
- Google updates
Mentioned in this episode
Organizations: Google
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- The Website Mistakes That Are Costing You Clients as a Counsellor · April 30, 2026 · 14 min
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