Expansive Therapy is a New York-based collective of LGBTQ+ and BIPOC-affirming therapists. In Fall 2024, they approached me to conduct a professional SEO audit after noticing that their online visibility and engagement metrics weren’t reflecting the consistency or quality of their blogging efforts. The site was built in Framer, and while the design was strong, its SEO setup had critical gaps—including missing metadata, improper heading hierarchy, and an incomplete sitemap.Between Fall 2024 and Spring 2025, my team and I partnered with the Expansive team to overhaul their SEO infrastructure and create sustainable systems that supported long-term growth and editorial clarity. 
The scope of work included:
To structure the engagement, the work was broken into three key phases: an SEO audit, retroactive SEO, and ongoing SEO maintenance.
A full technical audit revealed systemic issues impacting site performance, including unindexed therapist pages, excessive H1 tags, missing meta descriptions, sitemap inefficiencies, and mobile responsiveness gaps. My team and I also evaluated bounce rate patterns and outlined a prioritized action plan.
Using the audit insights, I selected three high-priority blog posts for in-depth optimization. My work included rewriting titles and descriptions, restructuring headings, compressing images, writing alt text, and strengthening internal linking—all while preserving the authors’ clinical tone and maintaining therapeutic integrity.
To support long-term SEO health, I implemented monthly metadata reviews, seasonal GSC performance checks, and provided the client with tailored documentation. I also created an internal SEO style guide that merged best practices with the brand’s affirming, trauma-informed approach.
My approach balanced rigorous technical implementation with sensitivity to Expansive Therapy’s clinical identity and trauma-informed brand voice. Here’s how:
With the help of Andrea, my SEO collaborator, we ran a full site crawl to diagnose performance and indexing issues.
The Expansive team and I selected 3 blogs based on search potential, branding value, and existing traffic:
Each post was fully optimized while preserving the clinical tone and intent. Work included:
Overall SEO performance for Expansive Therapy improved significantly between October 2024 and March 2025. These results reflect the cumulative effects of technical fixes, blog optimization, and search strategy implementation:
| Metric | Before (Oct–Dec 2024) | After (Jan–Mar 2025) | Change |
|---|---|---|---|
| Total clicks | 2.15K | 3.69K | +71% 🔥 |
| Total impressions | 106K | 301K | +184% 📈 |
| Average position | 44.8 | 22.8 | +22 spots 💪 |
In January 2025, I optimized three high-priority blog posts. Here’s how each performed post-optimization after just one month:
1. Benefits of Polyamory
2. Exploring a New Kink
3. Internalized Homophobia in Therapy
Averages across all three blogs:
Curious how SEO could elevate your practice or platform? Let’s talk strategy →
 | Nick Fager 🔗Founder and Clinical Director of Expansive Therapy“Thank you so much Rocio, this is fantastic!” |
Technical SEO audit
Retroactive blog optimization
SEO maintenance
Rocio Sanchez
Lead SEO strategist
Andra Mariciuc
SEO specialist
Proud co-founder of
Queer digital marketing agency helping you take up space
©2023 Marketing by Rocio – Website by Studio Obacht
Queer digital marketing agency helping you take up space
©2023 Marketing by Rocio
Proud co-founder of
I kicked off my 10+ years of marketing experience in the fashion industry. I even wrote a whole master’s thesis on queer fashion. Now I produce and host a podcast about it!
