Why Google Reviews Aren’t the Best Way to Find a Therapist (and What to Do Instead)

When you’re ready to start therapy, what’s the first thing you do?
Probably Google something like: “therapist near me” or “best trauma counselor in Shalimar or Fort Walton Beach.” And then you get pages and pages of results. Some with glowing five-star ratings, others with none at all. And like most people, you may have assumed: More stars = better care.

But when it comes to therapy, the usual rules of online shopping don’t apply. Therapy isn’t a restaurant or a plumber.

Google isn’t built to help you find the right-for-you therapist. It’s built to help you find the best ranking one.

Google Doesn’t Understand Therapy Is Different

Google ranks therapists the same way it ranks restaurants, nail salons, and hardware stores. The algorithm prioritizes keywords, location, and especially…. reviews.

But here's what most people don't realize: ethically, therapists* can’t, and shouldn’t, ask clients for reviews or testimonials. It creates a power imbalance, even if it’s well-intentioned.

(*In this blog, I am only talking about Mental Health Counselors; I am not addressing Social Workers or Psychologists; however, upon a quick review of their codes, they all look very similar.)

Mental Health Counselors have state-specific codes and ACA codes they follow. These are in addition to any extra certifications or professional boards they are a member of.

This is what the American Counseling Association’s (ACA) code of ethics says regarding testimonials:

ACA Code of Ethics – Section C.3.b. Testimonials (page 9)

“Counselors who use testimonials do not solicit them from current clients, former clients, or any other persons who, because of their particular circumstances, may be vulnerable to undue influence.

Counselors discuss with clients the implications of using testimonials and obtain informed consent from clients prior to using them.

Counselors ensure that any testimonial used is accurate, appropriately worded, and not misleading.”

While I do not solicit reviews, I recognize that clients sometimes choose to leave them on their own. When that happens, I honor their autonomy while continuing to follow the ethical boundaries that guide my work.

What This Means Practically

• Therapists should not ask or solicit reviews or testimonials from current or former clients.
  This includes direct requests, casual suggestions, or implied expectations. Ethical guidelines prohibit this to protect privacy, safety, and the integrity of the therapeutic relationship.

• It’s also important to clarify something that often gets misunderstood, too. Therapists cannot ethically solicit reviews, but we also cannot control whether someone chooses to leave a public review on their own. If a person decides to share their experience online without being asked, that is their personal choice. The next ethical step is for the therapist to avoid responding, as that could potentially compromise the client’s confidentiality as a current or former client.

• Many therapists choose not to use unsolicited testimonials from clients at all, even though ethical codes allow them in very limited circumstances with informed consent. Instead, when testimonials are used ethically, they are often professional endorsements rather than client feedback. For example, a colleague who has direct professional knowledge of a therapist’s work (such as a consultation partner, supervisor, or training participant) may provide a statement about that experience. These types of endorsements reflect professional collaboration or education, not the private therapeutic relationship itself. Yet these can still be helpful because they speak to a therapist’s professionalism, clinical judgment, and reputation among colleagues, without crossing the boundary into the private work that happens inside the therapy room.

• Asking friends, family, or unrelated members of the general public to post a testimonial or Google review is misleading.
  Even if they aren't clients, these individuals typically have no direct experience with the therapist’s clinical work. Their praise is inherently biased due to their personal connection and cannot reflect the reality of the therapeutic relationship. When posted online, especially on platforms like Google, these reviews can mislead prospective clients, many of whom are in a vulnerable state and relying on those reviews as part of a health decision.

• The core concern is avoiding harm, coercion, or the appearance of manipulation, especially when clients are (or have been) in a vulnerable state. These boundaries exist to protect not only clients but also the therapeutic process itself.

Translation: Getting reviews from clients can compromise their privacy and healing process, even if they’re eager to help. Soliciting testimonials from clients, especially those who are vulnerable, can be considered exploitative and unethical.

Even asking a former client can feel coercive when someone’s healing is involved. It can create pressure, blur boundaries, and unintentionally harm the therapeutic relationship.

I work with people processing trauma, perfectionism, anxiety, and complex PTSD, many of whom are neurodivergent or deeply introspective. The last thing I want is for them to feel like they owe me anything.

Google Review vs. Testimonials

Google reviews and testimonials are not the same thing.

• A testimonial is a quote used in marketing (website, brochure, video, etc.), often curated and intentionally displayed.

• A Google review is a public rating posted on a third-party platform. If a therapist asks someone to leave a Google review, whether a client, friend, or family member, it still qualifies as solicited social proof and can raise ethical questions. Again, people can use their free will to leave a review at any time.

What the NBCC Code of Ethics Says (for NCCs)

As a National Certified Counselor (NCC), I also follow the NBCC Code of Ethics, which clearly addresses the use of testimonials:

NBCC Code of Ethics (# 9; 2023):
“Counselors shall not solicit testimonials from current clients or their families and friends. Recognizing the possibility of future requests for services, counselors shall not solicit testimonials from former clients within five (5) years from the date of service termination.”

In other words, asking for a testimonial from a current client or anyone close to them is always unethical. And even when working with a former client, the NBCC requires a five-year waiting period, because the emotional and relational impact of therapy doesn’t end the moment sessions do.

What Therapists Do Instead (and Why It’s Not Always Transparent)

What about the therapists who do have hundreds of 5-star reviews? Good question.

Some therapists try to work around ethical restrictions by:

• Asking friends or family to post Google reviews for the algorithm - This may seem harmless, but it's misleading if the personal connection isn’t disclosed. These individuals typically have no firsthand experience with the therapist’s clinical work, and their praise can falsely imply therapeutic effectiveness. These reviews have an inherent bias because they have an emotional investment in the therapist’s success, not clinical experience.

• Encouraging former clients to leave anonymous testimonials - Even if the client seems willing, this still counts as solicitation, which violates ethical guidelines and risks compromising client safety and confidentiality.

• Posting “sample” testimonials written by the therapist themselves – These may be labeled as “examples,” but without clarification, they can be easily misinterpreted as real client feedback and may blur ethical lines around transparency in marketing.

This isn’t about blaming therapists. Many are doing their absolute best within a broken system, and some genuinely don’t know the ethical gray areas around reviews. Others are simply trying to reach people in pain in the only way the algorithm understands.

But the issue isn’t individual choices, it’s that Google isn’t designed to help people find the right therapist. It’s designed to surface whoever plays the SEO (search engine optimization, aka Google) game best. That creates an unfair situation for both clients and clinicians.

And while this blog focuses on therapy, it points to a larger truth: Google gatekeeps more than just mental health. But that’s a conversation for another day.

The Bind This Creates for Both Clients and Therapists

This puts both clients and therapists in a seemingly unfair position.

People looking for therapy understandably want reassurance that they’re choosing someone competent and trustworthy. In most industries, reviews are how we make those decisions. When you’re searching for help with anxiety, trauma, or depression, it makes sense to want some form of social proof before reaching out.

At the same time, ethical guidelines prevent therapists from asking for reviews or testimonials from the very people who know their work best: their clients. Those boundaries exist for good reasons. Therapy involves vulnerability, privacy, and power dynamics that don’t exist in most other professions.

So we end up in a strange middle ground. Clients are encouraged by the internet to judge therapists by star ratings, while therapists are ethically restricted from asking for the kinds of reviews that would influence those ratings.

In other words, the system that people rely on to find help was never really designed for the realities of therapy.

Which is why finding the right therapist often requires looking beyond the algorithm.

The Problem With Searching “Best Therapist Near Me”

If you’re searching for therapy “near me”, you might think the first result is the best. But you could be missing out on the therapist who actually specializes in what you need, like trauma work, perfectionism support, nervous system regulation, or ART & EMDR for complex PTSD.

Sometimes, the therapists who may be the best fit for your specific needs simply aren’t the ones the algorithm pushes to the top.

It’s completely understandable why people look for reviews when choosing a therapist. In most industries, ratings and testimonials are how people decide who to trust. When someone is looking for help with anxiety, trauma, or depression, they naturally want reassurance that the person they’re considering is competent and safe. Social proof is a normal part of how humans make decisions online. The challenge in mental health is balancing that reality with ethical standards designed to protect client privacy and the therapy relationship.

It’s how the system is set up. But that’s why I’m writing this, to help you navigate it differently.

Where to Start Instead: 3 Ethical, Helpful Therapy Directories

Even if I’m not the right fit for you, or you’re just exploring your options, I want you to have access to resources that make your search easier, not more confusing.

Here are three therapy directories I recommend often to clients, especially those looking for trauma-informed care, support for perfectionism or complex PTSD, or alignment with nervous system-based therapy:

1. Mental Health Match

Why it’s great:
This site is designed to match you with therapists based on who you are and what you need, not just your ZIP code. It’s one of the only platforms that asks meaningful questions up front (like how you want your therapist to show up) and makes suggestions based on alignment, not algorithms.

• No login required

• Filter by trauma, perfectionism, neurodivergence, ART, and more

• Clean layout, easy to use

• Especially helpful if you don’t know what therapy approach you need yet

Perfect for: Clients who want to feel seen from the start, not just sorted into a checkbox.
🌐 www.mentalhealthmatch.com

2. TherapyDen

Why it’s great:
TherapyDen was created as an ethical, inclusive alternative to big directories. It highlights therapists who value identity-informed care, cultural responsiveness, and nervous system regulation.

• Easy filters by specialty, issue, and approach (including ART, EMDR, somatic work, and complex trauma)

• Innovative filters by worldview, spiritual or religious background, values, and lifestyle-affirming therapists, so you can find someone who truly aligns with you.

• No login required.

Perfect for: People who want therapy that feels intentional, inclusive, and trauma-informed.
🌐www.therapyden.com

3. Inclusive Therapists

Why it’s great:
Built specifically for clients from marginalized communities, this platform is centered on safety, identity affirmation, and cultural responsiveness. Every therapist is vetted for alignment with inclusive values.

• Designed for neurodivergent, disabled, BIPOC, and LGBTQIA+ clients.

• Filter by therapy approach, issue, or lived experience.

• Includes sliding scale options, alternative healers, and community-based practices.

Perfect for: Clients who want to feel safe, seen, and supported in every part of their identity.
🌐 www.inclusivetherapists.com

A Note on Psychology Today: Helpful, But Far from Perfect

Many people start their therapist search on Psychology Today, and I get it. It’s one of the most well-known directories, and I have a profile there myself because, frankly, most therapists have to. It’s one of the only ways to show up in local searches without relying on paid ads or review tactics.

That said, Psychology Today has serious limitations. The platform encourages therapists to list a wide range of specialties and approaches, which can make it hard for clients to tell who actually specializes in the issues they’re dealing with. The result is an overwhelming scroll of generic profiles where everyone looks the same, when in reality, we’re not.

So while it’s a starting point, it’s not a shortcut to finding the right fit. If you do use it, look closely at how the therapist talks about their work, not just the checkbox list. And don’t be afraid to ask questions in a consultation to get beyond the polished bio.

Final Thoughts: Choose the Therapist, Not the Algorithm

The system is flawed.

Therapy isn’t about who ranks first. It’s about who can hold space for you when everything feels too heavy. Someone who can sit with your story without needing to fix it. Someone who knows trauma, perfectionism, and the nervous system inside and out, and doesn’t make you feel like a burden for repeating yourself.

That may be me. It may not be. Either way, you deserve a guide, not a Google result.

Looking for Thoughtful, Trauma-Informed Therapy?

I offer trauma therapy for anxiety, perfectionism, and complex PTSD in Fort Walton Beach and Shalimar, FL. I specialize in Accelerated Resolution Therapy (ART) and work with high-achieving, emotionally intelligent adults who are tired of surface-level support and want real, lasting change. If you're looking for trauma therapy, anxiety counseling, or perfectionism support in Shalimar or Fort Walton Beach, FL, I'm here to help you do meaningful, lasting work.

If you're ready to move from stuck to steady, schedule your free 15-minute consultation and let’s talk about what’s possible.

About the Author

Stephanie A. Butler, LMHC-S, NCC, MCAP, is a licensed trauma therapist based in Shalimar, FL and owns Clarity Counseling & Wellness. With over 20 years of experience, she specializes in treating complex PTSD, perfectionism, and anxiety using advanced modalities like ART and nervous system-informed therapy. She is known for her direct, compassionate style and her ability to help clients who feel like they’ve “tried everything” finally find relief. Learn more here. Set up a free consult here.