DANA ETHERINGTON: SEO TIPS FOR A THRIVING CANADIAN PRIVATE PRACTICE | EP 184
Have you ever found yourself loving the work of therapy, but feeling frustrated by systems that make it difficult for your clients to receive the help they need? Dana reached that crossroads and made a brave, intentional leap toward a practice that supports both her clinical values and her personal well-being.
In this podcast episode, Dana and I talk about her path into psychotherapy, and what it looked like to slowly and thoughtfully transition from hospital work into full-time private practice.
We also dive into learning SEO as a solo practitioner, using AI without losing your human voice, and why giving your practice time to grow organically can be a powerful choice. There’s so much practical wisdom in this conversation, and I’m excited for you to listen in!
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MEET DANA
Dana is an occupational therapist who practices psychotherapy and the owner of Cedar Tree Therapy, a private practice in Whitby, Ontario. With close to a decade of mental health experience, Dana sees individuals with anxiety, eating disorders, and OCD.
Learn more about Dana on her private practice website and Psychology Today profile.
In This Episode
- Dana’s academic background and current practice
- Going from clinical work to private practice
- How Dana’s private practice has evolved
- The therapist book club
- Researching marketing and SEO best practices
- Dana’s advice for listeners
Dana’s academic background and current practice
While Dana’s private practice is situated in Whitby, Ontario, she completed her Master’s degree in occupational therapy at McGill University in Montreal.
‘I came back to Ontario after finishing my Master’s, and in Ontario specifically … occupational therapists are one of the six regulated healthcare professionals that can practice controlled active psychotherapy. So, my practice is entirely psychotherapy, and my license type is that I just happen to be an occupational therapist.’ – Dana Etherington
Due to Ontario’s regulatory laws, Dana can practice psychotherapy with an occupational therapy background. Remember to always check your province’s regulations when planning your future Canadian private practice!
The bridge between Dana’s occupational therapy background and her current psychotherapy-focused practice is built on her appreciation for her clients.
‘I loved spending the day getting to know people, and it felt like such an honor to hear people’s stories. From then on, I knew that was how I wanted my career to go, and it feels so special to be trusted by clients to hear some really complicated and vulnerable parts of their lives.’ – Dana Etherington
Going from clinical work to private practice
After graduating, Dana didn’t immediately go into private practice. She first spent time working at a psychiatric hospital beforehand.
‘I was working my nine-to-five at the psychiatric hospital, and then I started my private practice part-time. I’d see maybe four clients a week after I was done with my hours at the hospital.’ – Dana Etherington
Dana felt frustrated by the systemic barriers that made it difficult for people who needed support and help to find it, and that passion encouraged her to begin offering therapy in her own Ontario private practice.
When Dana became a mother, she knew that she had to choose between working in the hospital and committing to her private practice.
‘I knew I couldn’t go on working both these jobs any longer. I was at this point where I had to make a choice: I either had to leave private practice behind or I had to jump in with both feet. So, I chose to jump in … And I have been full-time ever since 2023!’ – Dana Etherington
How Dana’s private practice has evolved
‘I think it’s the best decision I’ve ever made. It allows me to be the therapist I want to be, and also the mother that I want to be, too. It offers me that flexibility, it allows me to have time and space to also take care of myself. I couldn’t think of a better career choice for me.’ – Dana Etherington
Right now, Dana has an in-person office in downtown Brooklyn as well as sees clients online.
In terms of staff, Dana currently has a contractor. She is open to expanding one day, but not right now. At this moment in time, she enjoys the time, space, and energy, and is giving the practice the chance to grow organically.
The therapist book club
‘You definitely have to put the extra work in yourself to create your community of other therapists, otherwise it’s going to be really lonely. So actually, one of the things I do is I have a book club, and it’s all other therapists! … So that’s been a huge source of community for me that I love.’ – Dana Etherington
As a way to create more community, Dana and some of her fellow therapy colleagues have decided to launch a local therapist’s book club in one of the members’ offices.
They meet in person over an evening once a month, where they can discuss therapy, private practice-related work, and books that they are collectively reading about their work and specialties.
Researching marketing and SEO best practices
Since Dana is running her Canadian private practice, she threw herself into researching everything there is to know about SEO.
Some of the tips she has for listeners are:
- Get clear on your niche
- Don’t be afraid to commit to your niche
- Try as best you can to consider what your ideal client is Googling when they are looking for someone like you to help them
‘I wanted to think about, “What is my ideal client Googling?” And if I think about my ideal client, it’s somebody with anxiety, or intrusive thoughts … or emotions that they really want to stop but they feel like they can’t … You get into the mind of that person and think, “What exactly is this person Googling? … The exact words?”’ – Dana Etherington
When it comes to using AI, Dana recommends it for creating content that you may use for marketing, such as blogs. However, always humanize your work, because SEO is strongest when it is person-written and person-focused.
Dana’s advice for listeners
Remember that marketing is part of your job now. It is not an extra luxury piece; it is part of reaching your ideal client and making a positive impact in the community around you. So, don’t fear it, embrace it!
Connect With Me
Resources Mentioned and Useful Links:
Encore: Jillian Bagan: Growing a Queer-Informed Practice | EP 183
Learn more about the tools and deals that I love and use for my Canadian private practice
Sign up for my free e-course on How to Start an Online Canadian Private Practice
Jane App (use code FEARLESS2MO for two months free)
Create your website with WordPress!
Learn more about Dana on her private practice website and Psychology Today profile
Rate, review, and subscribe to this podcast on Apple Podcasts, Spotify, Amazon, and TuneIn
About Jules Smith
Jules Smith, MEd, RCT, CCC is a registered Counselling Therapist who owns a group private practice in Halifax, Nova Scotia. They are also the owner of Fearless Practice Consulting and hosts the Fearless Practice podcast. Through the Fearless Practice podcast, they provide invaluable insights and practical advice on starting and growing a successful Canadian private practice.
Jules also has written articles for the Canadian Counselling and Psychotherapy association. You can learn more at www.ccpa-accp.ca/blog/.
