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!

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

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 

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:

Instagram

Website 

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

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