Comparisons -> Adwords vs. Search Engine Optimization (SEO)

Google Adwords	Search Engine Optimization (SEO)
You can "control" most aspects of Pay-Per-Click.	You can only "influence" search engines via SEO.
Can have you up in front of searchers in an hour.	Lag time for results between days and weeks.
Full control over the message you give searchers - you control the ad copy.	Search engines show what they want or deem relevant in response to a search.
Can evenly target different service words (therapist, counselor) as well as city names.	Efforts should be more focused to produce best results.
Costs are on-going, you pay for clicks.	Costs are mostly up-front.

Both of these approaches have merit for counselors, and if you have the resources and want the clients, doing both is certainly a good thing. Being seen in both the organic results and the pay-per-click ads makes a business look like the leader in that area to web surfers. I've gone ahead and created two videos to help you understand the difference between SEO & Adwords: