Useful city pages for therapy practices

For OT, PT and speech practices serving children, adults or both: publish a city page only when it rests on a real fact (a clinic in the city, in-person visits there, or clinicians permitted to treat patients there by telehealth) and tells the reader something your service page cannot. Otherwise, improve the broader page.

This guide covers pages on the practice’s own website. Profile settings for a practice that travels are in the mobile and in-home profile guide, practices with several clinics have the multi-location guide, and a telehealth-only practice’s profile is a topic of its own, since Google gives Business Profiles only to businesses that meet customers in person.⁠¹

When should a therapy practice publish a city page?

When the page rests on a real relationship between the practice and the city, and its format matches that relationship. Google allows a Business Profile for a business with a location customers can visit or one that travels to customers, and asks that the address or service area be accurate and precise; the same facts are the honest basis for a website page that names a city.⁠² Three facts qualify, and one further format claims no service at all:

The format follows the facts, not the keyword: a page built for a town’s searches where the practice has no clinic and no clinician travels is the pattern Google’s doorway policy describes.⁠⁴

How is a location page different from a service-area page?

A location page describes a place where patients come; a service-area page describes a territory where clinicians go. Google draws the same line: a service-area business visits or delivers to customers directly but does not serve them at its address, a hybrid business serves customers at its address and also visits them, and a service-area business gets a single profile covering its whole area.⁠⁷ A service business with different locations, each with its own service area and its own staff, may have one profile for each location.⁠²

So a hybrid practice, with a clinic in one town and home visits in three others, needs one location page for the clinic and one service-area page or section for the visits, not four location pages; the multi-location guide covers practices with more than one real clinic.

Can a telehealth practice publish a page for each city it serves?

Rarely with good reason, because telehealth is bounded by licensure, which states set, not cities. HHS states that health professionals must “be licensed or legally permitted to practice in the state where the patient is located”, that practice across state lines varies with state regulations, and that licensure compacts allow participating providers to practice in participating states; it also advises verifying the patient’s location before an appointment.⁠³ A page for each state where the clinicians may practice answers that question; a page for each city repeats it with a new name.

Telehealth does not create a local presence on Google either. Google’s eligibility rules ask a business to meet customers in person during its stated hours, and online-only businesses are on the ineligible list.⁠¹ Check each payer’s telehealth policy before the page names a plan.

What does a city page add that the service page does not?

Facts that change the decision for someone in that city; if you cannot list any, the page should not exist. Before anyone writes, list what a reader in the city learns there that the service page does not already say:

• Travel coverage: which neighborhoods or ZIP codes the clinicians reach, and how intake confirms an address.
• Availability: whether evaluations or ongoing visits are open in that area now, with the date and the person who updates it.
• Clinicians: who actually sees patients there, with credentials exactly as held.
• Scheduling route: a different coordinator, phone line or booking link for that area, if one exists.
• Arrival: for a clinic, parking, transit and the entrance; for home visits, what the family or the adult prepares.
• Accessibility: step-free entry, the restroom, a quieter room or interpreter arrangements at that site.
• Local referral contacts: the physicians, hospitals or programs that refer there, only when the relationship is real and they agree to be named.
• Payment or setting differences: a plan that covers the clinicians at one site but not another, or visits offered only at home in that area.

If the list is empty, the work belongs on the service page: a clearer statement of where visits go, a dated capacity line, a better route to book. Google’s self-assessment asks whether content provides substantial value compared with other pages in search results and whether it leaves readers needing to search again; a city page that repeats the service page fails both.⁠⁶ The website content checklist audits service and location pages as a whole; this test asks only whether one more page earns its place.

What do Google’s spam policies say about city pages?

Two of them apply: city pages that steer every visitor to the same destination fit the doorway abuse policy, and pages produced in bulk without added value fit the scaled content policy. Doorway abuse, in Google’s definition, is sites or pages made to rank for specific, similar queries that send users through intermediate pages not as useful as where they end up. Its examples include “pages targeted at specific regions or cities that funnel users to one page” and “substantially similar pages that are closer to search results than a clearly defined, browseable hierarchy”.⁠⁴

Scaled content abuse is the bulk version: many pages generated for the primary purpose of manipulating rankings rather than helping users, usually unoriginal and of little value, no matter how they were produced.⁠⁴ Google’s examples include using generative AI or similar tools to generate many pages without adding value for users, and automated transformations such as synonymizing.⁠⁴ Sites that violate these policies may rank lower in results or not appear in them at all.⁠⁴

Read plainly: twelve pages titled with the same service and a different suburb, each with the same services, clinicians and contact button, fit those definitions. One page that lists the twelve suburbs a mobile team really visits, and says how intake confirms an address, does not.

Therapy content sits where Google looks hardest: on topics that could significantly affect people’s health, its systems put even more weight on content that shows strong experience, expertise, authoritativeness and trustworthiness.⁠⁶

Is there a safe word count for a therapy city page?

No. Google lists writing to a particular word count among the warning signs of search engine-first content and states it has no preferred word count.⁠⁶ No share of rewritten text makes a duplicate useful either: Google’s examples of scaled content include automated synonymizing.⁠⁴ A weather paragraph, a list of landmarks or a skyline photo changes the words, not what a reader learns about getting care.

Can a short city page be more useful than a long one?

Yes, when the short page answers the access question and the long one does not. Four sentences saying which ZIP codes a pediatric PT team visits, on which weekdays, with which clinician, and how to check an address help a parent more than a long article about the town’s parks. Google’s people-first questions ask whether a reader leaves having learned enough to achieve their goal.⁠⁶

How do you plan a city page before anyone writes it?

With a one-page brief, complete before drafting starts. It decides whether the page is worth writing and how it differs from the pages around it; an empty field is a reason to stop, not a gap to fill.

Two briefs that share every fact except the town’s name describe one page. If the distinct local facts field is empty, the decision is made: improve the service page, and keep the brief as the record of why.

What should a useful therapy city page say, section by section?

Access first: what is offered, how the practice relates to the city, and how a person there starts care. Build the page in this order, and leave out any section the practice cannot fill with a true local fact.

The opening paragraph is what a reader and an answer engine quote. Adapt this one with true facts, and delete any sentence that is not true of the practice:

The example describes no real practice. The city page links to the full service page rather than repeating it; the pediatric and adult service page guides cover those.

When should a city page say there is no clinic in that city?

Whenever a reader could otherwise assume one, which means on every service-area page and every telehealth page. Google’s guidelines tell a service-area business to keep its address hidden from customers, and a website page that leaves the question open undoes that.⁠² Say it in the opening paragraph, then say where patients can be seen in person, if anywhere: a parent choosing between clinic and home visits, or an adult who cannot drive, needs that before the contact button.

Keep the code consistent with the words. Google’s LocalBusiness markup requires an address, defined as the physical location of the business, and structured data must be a true representation of the page content.⁠^12,13 A service-area page carries no address markup for a city where the practice has no premises.

How do pediatric and adult city pages differ for OT, PT and SLP?

They differ in who reads them and what that reader must settle before calling, and each is written from the services really offered in that area. A parent reads for age, service fit and logistics; an adult reads for the service, physical access and a way to make contact that works for them.

Discipline changes the details too: a speech-language pathology page may explain how home sessions fit around a toddler’s routine or an adult’s communication device, a PT page the space a home visit needs. Write only what the practice provides in that area, and nothing that rests on assumptions about the reader, such as writing every adult page for older adults. For adults who find phone calls hard, the accessible inquiry forms guide covers other routes; for pediatric practices, the pediatric OT and pediatric PT local search guides cover the service pages a city page links to.

What should a city page say about referrals and payment?

Only what is true for that discipline, payer and state; a blanket “no referral needed” is wrong for someone. Physical therapy has some form of direct access in every state, DC and the US Virgin Islands, APTA reports, but the provisions and limits vary from one jurisdiction to the next, and APTA’s consumer site warns that “certain insurance plans may still require a referral”.⁠^14,15 Medicare is its own case for all three disciplines: the outpatient plan of treatment is certified either by the signature of a physician or a nurse practitioner, clinical nurse specialist or physician assistant, or, when that practitioner’s written order or referral is on file, by the therapist’s documented delivery of the plan to them within 30 days of the initial evaluation. Recertification follows at least every 90 days, and 42 CFR 424.24 says its references to an order or referral do not create a requirement for one.⁠¹⁶ Outside Medicare, OT and speech-language pathology referral rules come from the state practice act and each plan’s policy, so look them up for the states you serve.

On the city page, that becomes one sentence and a route: “Some plans, and some states for some services, require a referral; tell us your plan when you call, and we check before booking.” Name a plan only if the practice’s contract covers the clinicians who serve that area; the insurance and fees guide covers the rest.

Can a city page mention local schools, programs and referrers?

Yes, when the information is current, useful and attributed, and implies no relationship the practice does not have. A pediatric page can tell a family that school therapy and early intervention are separate public routes: IDEA counts speech-language pathology and physical and occupational therapy among the related services that help a child benefit from special education, and Part C early intervention is a public system whose services run under public supervision, are chosen with the parents and follow an IFSP.⁠^17,18 Link the state’s or district’s own page, and say the practice is an enrolled early intervention provider or works under a district contract only if it does.

The same rule covers adult resources such as discharge planners, senior centers, support groups and transit services. A link is not a referral partnership, an endorsement or a promise of referrals, and the page should not read as one.

Can a city page feature a local family’s story or review?

Only with written authorization, and one story is never reused across cities. For a practice covered by HIPAA, the Privacy Rule bars using or disclosing a patient’s protected health information without a valid authorization except where the rule allows it, and it names marketing as a purpose that needs one, apart from narrow cases such as a face-to-face conversation.⁠¹⁹

An endorsement on a page about a city implies the experience happened there. The FTC’s guides say an endorsement may not convey a representation that would be deceptive if the advertiser made it directly, may not be presented out of context, and, when it describes a central result, is likely to be taken as what consumers generally achieve.⁠²⁰ So a family’s words appear once, where they belong; the review guide covers asking for reviews and answering them.

How should city pages connect to the profile and the rest of the site?

Through the site’s structure, with the same geography everywhere. Link each location page from a locations hub and each service-area page from the service pages it describes, and link each city page back to its services and the real contact route. Google’s spam policies contrast substantially similar pages with a clearly defined, browseable hierarchy, which is what a hub and its pages give a reader, and Google advises linking within a site to the canonical page rather than a duplicate.⁠^4,21

Make the website and the Business Profile describe the same area. Google lets a service-area profile name up to 20 places, as cities, postal codes or other areas rather than a radius, and keeps the whole area to roughly two hours’ drive from the base; a town on the website outside that area, or the reverse, tells families and Google different things.⁠⁷ Google’s guidelines also want the profile’s website to represent the individual location, and bar URLs that “redirect or ‘refer’ users to landing pages” other than the actual business’s.⁠² Keeping the practice’s details identical across listings is covered in the guide to name, address and phone consistency.

A city page does not move the business. By Google’s account, local ranking rests mainly on relevance, distance and popularity, with distance meaning how far the business is from the searcher, and no one can request or buy a better local ranking.⁠²²

How do DrSensory’s city pages decide which clinics appear?

By the clinic’s address. DrSensory lists outpatient OT, PT and speech therapy clinics that see children, adults or both, in every state and Washington, DC, and families search it at no cost; a listing stands for a clinic, not an individual therapist, at one address.⁠^10,11 A location is entered with its street address, city, state and ZIP, the profile shows that city, and every listing, free or paid, appears on the directory’s relevant city pages, with paid listings placed above unclaimed ones.⁠^10,11,23

A clinic does not choose extra cities. In the listing editor, a practice that travels ticks the In-home visits tag and one that sees patients by video ticks telehealth; publishing takes a paid listing.⁠^10,23 Each additional location is its own listing, so a second clinic is a second address, not a second city for the first. Featured city placement is shown on the pricing page as coming soon and priced separately, and DrSensory makes no ranking promise on its own pages or on Google.⁠^10,11 The claim and optimize guide covers the listing itself, and the directory guide covers comparing any directory.

How can you tell whether a city page is helping families find you?

Read Search Console’s figures for that page beside the practice’s own inquiry log, and compare like periods; no outside benchmark applies. The Performance report groups clicks and impressions by query or page, filters to URLs containing a string, and compares date ranges, which Google suggests doing by week or month.⁠^8,24

1. Filter to the page. Add a Pages filter for the city page’s URL, then open the Queries tab to see which searches showed it.⁠^8,24
2. Check the reverse. Click a query that names the town to see which of the practice’s pages Google showed for it; if the service page appears for it as well, the city page may be adding nothing.⁠²⁵
3. Compare like periods. Compare the months before and after the page went live, and remember that other events, such as a competing site’s improvements, also move the figures.⁠^8,25
4. Read the inquiry log. From the practice’s own intake record, count the inquiries that name the town or give an address in it, and those from outside the area or confused about the visit model.
5. Decide. Keep, improve, merge or remove the page, using the review sheet below.

Small pages show small, incomplete figures: rare queries are anonymized and left out of the query table, and filtering by query or URL can change the totals.⁠^8,26 A search from the front desk proves little, because Google tailors results to the searcher’s time, place, device and recent history.⁠²⁴ Impressions show that Google displayed the page, not that anyone could book; the inquiry log measures access.

When should a city page be merged, redirected or removed?

When it fails the city-page test, when the searches that show it are the ones the service page already answers, or when the service no longer runs in that town. Merging means moving any true local facts onto the broader page and redirecting the old URL there: Google lists removing a page and sending users to a new one as a use for redirects, recommends a permanent server-side redirect when a URL changes, and lists a permanent redirect as the canonicalization method for deprecating a duplicate page.⁠^9,21 The redirect is a technical change for whoever runs the website; settle the content first.

When a service stops in a town, change the page and the profile’s service areas the same day.

What does this look like for an in-home and an adult practice?

Two practices, one decision: fewer, truer pages.

What should you check before a city page goes live?

Eight checks, by someone other than the writer where possible:

1. A distinct decision. Does the page answer a local question that no other page on the site answers?
2. The real relationship. Does the opening say clinic, visits or telehealth, and say plainly when there is no clinic in the city?
3. Local facts with owners. Is every local fact true today, with a named owner and a review date?
4. The same geography everywhere. Do the page, the profile’s service areas and the directory listings describe the same places?⁠⁷
5. No promises. Is it free of outcome claims, availability lines nobody updates, and blanket statements about plans or referrals?
6. Patients’ information. Is every story, photo or quote covered by a written authorization, and used only where it happened?⁠¹⁹
7. Links. Does it link to the services offered there, the locations hub and the real contact route?
8. Markup. Does any structured data describe only what is on the page, with no address where the practice has no premises?⁠¹³

If a required local fact is missing, hold the claim or choose the broader format; never fill the gap with an invented wait time, a neighborhood office, a program’s policy or a patient outcome. The local SEO guide sets the wider order of work: service pages first, city pages after.

Sources

1. Google. Business eligibility and ownership guidelines (Google Business Profile Help). Checked October 26, 2026.
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   “To qualify for a Business Profile, a business must make in-person contact with customers during its stated hours”; among the examples of businesses that “aren’t eligible for a Business Profile”: “An ongoing service, class, or meeting at a location that you don’t own or have the authority to represent” and “Brands, organizations, artists, and other online-only businesses”.
2. Google. Guidelines for representing your business on Google (Google Business Profile Help; sections “Understand basic guidelines”, “Name”, “Address”, “Service-area businesses” and “Website & phone”). Checked October 26, 2026.
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   “If your business either has a physical location that customers can visit, or travels to customers where they are, you can create a Business Profile on Google”; “Represent your business as it’s consistently represented and recognized in the real world across signage, stationery, and other branding”; “Make sure your address and/or service area is accurate and precise”; “Your name should reflect your business’s real-world name, as used consistently on your storefront, website, stationery, and as known to customers”; “Including unnecessary information in your business name isn’t permitted, and could result in the suspension of your Business Profile”; under “Your name must not include”, the row “Location information” marks “Holiday Inn (I-93 at Exit 2)” and “Equinox near SOHO” not acceptable and “Holiday Inn Salem” and “Equinox SOHO” acceptable; “Create your Business Profile for your actual, real-world location”; “If your business rents a physical mailing address but doesn’t operate out of that location, also known as a virtual office, that location isn’t eligible for a Business Profile”; “Do not create more than one page for each location of your business, either in a single account or multiple accounts”; “Service-area businesses, or businesses that serve customers at their locations, should have one profile for the central office or location with a designated service area”; “If you have different locations for your service business, with separate service areas and separate staff at each location, you’re allowed one profile for each location”; “If you’re a service-area business, you should hide your business address from customers”; “Provide a phone number that connects to your individual business location, or provide a website that represents your individual business location”; “Use a local phone number instead of a central call center helpline number whenever possible”; “Do not provide phone numbers or URLs that redirect or "refer" users to landing pages or phone numbers other than those of the actual business, including pages created on social media sites”; “The phone number must be under the direct control of the business”.
3. U.S. Department of Health and Human Services. Getting started with licensure (Telehealth.HHS.gov, last updated February 21, 2024). Checked October 26, 2026.
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   “Health professionals must meet the licensure requirements of the state where they are located and be licensed or legally permitted to practice in the state where the patient is located”. Its companion page, Licensing across state lines (last updated April 30, 2025): “The ability to deliver health care services across state lines varies based on state regulations”; “Prior to an appointment, providers should verify patient location and obtain consent”; “Compacts allow participating health care providers to practice in participating states”.
4. Google Search Central. Spam policies for Google web search (Google Search documentation, last updated August 28, 2026). Checked October 26, 2026.
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   “Sites that violate our policies may rank lower in results or not appear in results at all”; “If you believe that a site is violating Google’s spam policies, let us know by filing a search quality user report”; “Doorway abuse is when sites or pages are created to rank for specific, similar search queries. They lead users to intermediate pages that aren’t as useful as the final destination”; its examples include “Having multiple domain names or pages targeted at specific regions or cities that funnel users to one page”, “Generating pages to funnel visitors into the actual usable or relevant portion of a site” and “Creating substantially similar pages that are closer to search results than a clearly defined, browseable hierarchy”; “Scaled content abuse is when many pages are generated for the primary purpose of manipulating search rankings and not helping users. This abusive practice is typically focused on creating large amounts of unoriginal content that provides little to no value to users, no matter how it’s created”; its examples include “Using generative AI tools or other similar tools to generate many pages without adding value for users”, “Scraping feeds, search results, or other content to generate many pages (including through automated transformations like synonymizing, translating, or other obfuscation techniques), where little value is provided to users” and “Creating many pages where the content makes little or no sense to a reader but contains search keywords”; “If you’re hosting such content on your site, exclude it from Search”.
5. Google Search Central. Google Search’s guidance on using generative AI content on your website (Google Search documentation, last updated October 1, 2026). Checked October 26, 2026.
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   “using generative AI tools or other similar tools to generate many pages without adding value for users may violate Google’s spam policy on scaled content abuse”; “Keep in mind that generative models don’t retrieve facts, but predict a likely sequence of words based on their training data”; “It is critical to manually factcheck and review all AI-generated content for accuracy and trustworthiness before publishing”.
6. Google Search Central. Creating helpful, reliable, people-first content (Google Search documentation, last updated October 5, 2026). Checked October 26, 2026.
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   “Google’s automated ranking systems are designed to prioritize helpful, reliable information that’s created to benefit people, and not content that’s created to manipulate search engine rankings”; “Does the content provide original information, reporting, research, or analysis?”; “Does the content provide substantial value when compared to other pages in search results?”; “Do you have an existing or intended audience for your business or site that would find the content useful if they came directly to you?”; “After reading your content, will someone leave feeling they’ve learned enough about a topic to help achieve their goal?”; among the warning signs of search engine-first content: “Does your content leave readers feeling like they need to search again to get better information from other sources?”, “Are you writing to a particular word count because you’ve heard or read that Google has a preferred word count? (No, we don’t.)” and “Are you changing the date of pages to make them seem fresh when the content has not substantially changed?”; it describes E-E-A-T as “experience, expertise, authoritativeness, and trustworthiness, or what we call E-E-A-T”; “our systems give even more weight to content that aligns with strong E-E-A-T for topics that could significantly impact the health, financial stability, or safety of people, or the welfare or well-being of society”.
7. Google. Manage your service areas for service-area & hybrid businesses (Google Business Profile Help). Checked October 26, 2026.
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   “Your service area shows customers where you can provide your products and services”; “If you don’t serve customers at your business address, remove your address from your Business Profile”; a service-area business is “A business that visits or delivers to customers directly but doesn’t serve customers at their business address”; “Service-area businesses can only have one profile for the whole area that they serve”; a hybrid business is “A business that serves customers at its business address but also directly visits or delivers to them”; “You can set up to 20 service areas based on the cities, postal codes, or other areas you serve”; “You can’t set your service area as a radius distance around your business”; “The boundaries of your overall area shouldn’t be more than about 2 hours of driving time from where your business is based”; “When you set your service area, be as specific and accurate as possible”.
8. Google. Performance report (Search results): Advanced filtering and comparison (Search Console Help). Checked October 26, 2026.
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   “Choose Queries containing or URLs containing to match your provided string”; “Filtering your data by query or URL can affect the report totals due to data truncation and the omission of anonymized queries”; comparisons can be made “Over different time periods, such as this week versus last week, or the last 24 hours versus the previous 24 hours”; “When comparing two date ranges, consider using the Weekly or Monthly granularity option”.
9. Google Search Central. Redirects and Google Search (Google Search documentation, last updated April 14, 2026). redirects are useful when “You removed a page and you want to send users to a new page”; “If you need to change the URL of a page as it is shown in search engine results, we recommend that you use a permanent server-side redirect whenever possible”; “The 301 and 308 status codes mean that a page has permanently moved to a new location”. Checked October 26, 2026.
10. DrSensory. DrSensory for Therapists (the For Therapists hub, last updated October 7, 2026). Checked October 26, 2026.
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    “DrSensory is a directory families use free to find occupational therapy, physical therapy and speech therapy clinics”; “The directory lists clinics rather than individual therapists, so one listing covers a whole practice at one address”; in its free and paid comparison, the row “Listed on DrSensory’s city pages” reads “Yes” for a free listing and “Yes, above unclaimed listings” for a paid one; “Does DrSensory list clinics that see adults?” “Yes”; “If you visit families at home, tick the In-home visits tag”; “Tick “We offer telehealth”. Your profile then says “Offers telehealth appointments””; “No ranking promise, on DrSensory or on Google”.
11. DrSensory. Therapy Clinic Directory Pricing (the listing pricing page). Checked October 26, 2026.
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    “Your practice appears on relevant city and specialty pages across the directory”; in the free and claimed comparison, “Listed on city and specialty pages” is “Yes” for both; of featured city placement: “Coming soon”, “Top position on your city page, above other claimed listings, with an expanded card” and “Priced separately from your listing”; “We do not guarantee rankings.”; “placement above unclaimed listings on our own city pages”; “Each location is a separate listing.”; “We do not verify clinical quality.”; “Outpatient physical therapy, occupational therapy, and speech-language pathology clinics. The directory lists clinics rather than individual therapists, so one listing covers your whole practice”; “across all 50 states and Washington, DC”.
12. Google Search Central. Local business (LocalBusiness) structured data (Google Search documentation, last updated September 8, 2026). Checked October 26, 2026.
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    “You can add LocalBusiness structured data to any page on your site, though it may make more sense to put it on a page that contains information about your business”; “Define each local business location as a LocalBusiness type”; under LocalBusiness “Required properties”: “address”, “The physical location of the business”.
13. Google Search Central. General structured data guidelines (Google Search documentation, last updated July 10, 2026). Checked October 26, 2026.
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    “Don’t mark up content that is not visible to readers of the page”; “Don’t use structured data to deceive or mislead users. Don’t impersonate any person or organization, or misrepresent your ownership, affiliation, or primary purpose”; “Your structured data must be a true representation of the page content”.
14. American Physical Therapy Association. Direct Access by State (advocacy summary; its data are stated as current as of July 2025). Checked October 26, 2026.
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    “While all 50 states, the District of Columbia and the U.S. Virgin Islands, provide some form of direct access to physical therapist services, the specific provisions and limitations differ across jurisdictions”; “Please note that the data below is current as of July 2025”.
15. American Physical Therapy Association, ChoosePT. Physician referral not needed (consumer health tip). “Certain insurance plans may still require a referral. Some states may limit the duration or type of treatment that can be provided without one”. Checked October 26, 2026.
16. eCFR. 42 CFR 424.24 Requirements for medical and other health services furnished by providers under Medicare Part B (current text, up to date as of October 22, 2026, paragraph (c)). Checked October 26, 2026.
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    “(c) Outpatient physical therapy, occupational therapy, and speech-language pathology services”; “If the plan of treatment is established by a physical therapist, occupational therapist, or speech-language pathologist, the certification must be signed by a physician or by a nurse practitioner, clinical nurse specialist, or physician assistant who has knowledge of the case, except as specified in paragraph (c)(5) of this section”; “Recertification is required at least every 90 days”; paragraph (c)(5): “If the plan of treatment is established by a physical therapist, occupational therapist, or speech-language pathologist, and there is a written order or referral from the individual’s physician, nurse practitioner (NP), physician assistant (PA), or clinical nurse specialist (CNS) in the patient’s record and the therapist has documented evidence that the plan of treatment has been delivered to the physician, NP, PA, or CNS within 30 days of completion of the initial evaluation, the certification does not need to be signed by a physician, NP, CNS, or PA who has knowledge of the case”; “No references to an order or referral in this subsection shall be construed to require an order or referral for outpatient physical therapy, occupational therapy, or speech-language pathology services”.
17. eCFR. 34 CFR 300.34 Related services (Individuals with Disabilities Education Act, Part B regulations, current text, paragraph (a)). Checked October 26, 2026.
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    “Related services means transportation and such developmental, corrective, and other supportive services as are required to assist a child with a disability to benefit from special education, and includes speech-language pathology and audiology services, interpreting services, psychological services, physical and occupational therapy”.
18. eCFR. 34 CFR 303.13 Early intervention services (Individuals with Disabilities Education Act, Part C regulations, current text). Checked October 26, 2026.
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    “Early intervention services means developmental services that” “(1) Are provided under public supervision”; “(2) Are selected in collaboration with the parents”; “(9) Are provided in conformity with an IFSP adopted in accordance with section 636 of the Act and § 303.20”; the types of early intervention services listed in paragraph (b) include “(8) Occupational therapy”, “(9) Physical therapy” and “(15) Speech-language pathology services”.
19. eCFR. 45 CFR 164.508 Uses and disclosures for which an authorization is required (HIPAA Privacy Rule, current text, paragraphs (a)(1) and (a)(3)). Checked October 26, 2026.
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    “Except as otherwise permitted or required by this subchapter, a covered entity may not use or disclose protected health information without an authorization that is valid under this section”; “a covered entity must obtain an authorization for any use or disclosure of protected health information for marketing, except if the communication is in the form of: (A) A face-to-face communication made by a covered entity to an individual; or (B) A promotional gift of nominal value provided by the covered entity”. 45 CFR 164.501 Definitions, marketing: “marketing means to make a communication about a product or service that encourages recipients of the communication to purchase or use the product or service”.
20. Federal Trade Commission. Guides Concerning the Use of Endorsements and Testimonials in Advertising, 16 CFR Part 255 (eCFR, current text, sections 255.0(d), 255.1(a) and (b), and 255.2(b)). Checked October 26, 2026.
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    “For purposes of this part, the term “product” includes any product, service, brand, company, or industry”; “Endorsements must reflect the honest opinions, findings, beliefs, or experience of the endorser. Furthermore, an endorsement may not convey any express or implied representation that would be deceptive if made directly by the advertiser”; “the endorsement may not be presented out of context or reworded so as to distort in any way the endorser’s opinion or experience with the product”; “An advertisement containing an endorsement relating the experience of one or more consumers on a central or key attribute of the product will likely be interpreted as representing that the endorser’s experience is representative of what consumers will generally achieve with the advertised product in actual, albeit variable, conditions of use”.
21. Google Search Central. How to specify a canonical URL with rel="canonical" and other methods (Google Search documentation, last updated July 10, 2026). Checked October 26, 2026.
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    “Use permanent redirects to tell Google that a redirected URL is a worse version than the URL it redirects to. Use this only when deprecating a duplicate page”; “When linking within your site, link to the canonical URL rather than a duplicate URL”.
22. Google. Tips to improve your local ranking on Google (Google Business Profile Help). Checked October 26, 2026.
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    “When a customer searches for a business or place near their location, they’ll find local results on Google Maps and Search”; “There’s no way to request or pay for a better local ranking on Google”; “Local results are mainly based on relevance, distance, and popularity”; “Relevance is how well a Business Profile matches what someone is searching for”; “Distance refers to how far each business is from the customer who’s searching. If a customer doesn’t share where they are, Google uses what it knows about their location”; “Prominence means how well-known a business is”; “This factor’s also based on info like how many websites link to your business and how many reviews you have”.
23. DrSensory. How to claim and optimize your DrSensory profile (For Therapists guide). Checked October 26, 2026.
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    “Add the name of the location, its street address, city, state, ZIP and phone, and tick the therapies offered there”; the top of a profile shows “Your logo, the practice name, the therapy, a Verified listing label and your city”; for the description: “How you work: in the clinic, at home, by telehealth, at school”; “Publishing is what a family sees, and it needs an active subscription”.
24. Google. Performance report (Search results): Overview and basic setup (Search Console Help). Checked October 26, 2026.
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    “Learn which queries are bringing traffic to your site, and use this to improve your SEO efforts”; “The default view of the report shows click and impression data for your site in Google Search results for the past three months”; “Clicks: The number of times a user clicked your site from Google Search results”; “Impressions: How many times your site appeared in Search results”; the dimensions include “Queries” and “Pages”; “Even if a query appears in your list, you might not see your site in results if you run the same query in Google Search. This is because Search results are specific to the time, place, device, and recent history of the person searching”.
25. Google. Performance report (Search results): Common tasks and use cases (Search Console Help). Checked October 26, 2026.
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    “Click a query in the table to filter all report data to the selected query”; “View the Pages tab to see which URLs were shown”; “other events, such as periodic changes in user sentiment, news events, or improvements to a competing site, can also contribute to changes in performance”; “To measure the impact of a change, confirm whether your improvement in Search maps closely in timing to your site changes, compared to similar time periods in the past (using the comparison feature)”; “In general, it’s recommended to focus more on trends in impressions and clicks than on position alone”.
26. Google. Performance report (Search results): Troubleshooting data discrepancies (Search Console Help). “On the query tab in the table, anonymized (rare) results are omitted from the table, but are included in the chart totals unless a query filter is applied”. Checked October 26, 2026.

Medical disclaimer. This page is for general educational purposes and does not constitute medical advice, diagnosis, or treatment. It is general guidance on running a therapy practice, not legal, compliance, billing or financial advice. It describes Google’s rules as its Help and Search Central pages state them on October 26, 2026; Google changes them, so check the sources before relying on a detail.