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Local SEO for Med Spas: 8 Game-Changing Techniques You Can’t Afford to Miss

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Chris Kirksey


Med Spa SEO Tips

Here’s the hard truth about local SEO for med spas:

There are TOO MANY business owners who think “having a website” is enough.

They say, “I offer great med spa services, so my patients will refer all the business I need.”

If only it were that simple…

If you’re serious about boosting your med spa’s visibility on search engines, it’s time to be strategic with your online presence and content strategy.

Otherwise, you’re adopting the “hope and pray” approach to medical spa SEO: throwing content up on your site and hoping it ranks higher in Google search results.

Today, we’re going to guide you through an approach that almost guarantees your med spa will rank higher and stand out in local searches. An approach that puts local SEO for med spas at the forefront of your digital marketing strategy. Because, establishing and maintaining a robust online identity is essential to attract new clients and foster growth.

Let’s dive in to learn how…

The Undeniable Importance of Med Spa SEO

Every medical spa business can benefit from ranking in local searches. The screenshot below, taken June 26th, 2023 reveals, directly from Google, that year-over-year searches for “med spa near me” have increased by 49%, with similar terms increasing by 24% and 53%. These numbers, just from these three keywords, total 95,800 monthly searches. 

medspa near me searches in google

So, if you’re ready to end competitors ranking above your spa in local searches, it’s time to leverage the power of medical spa SEO.

You can significantly boost your visibility on local search engine results by focusing on a local listing directory and local citation strategy, utilizing the correct local keywords, and optimizing your website’s content, structure, and links. And higher rankings mean more visibility, which translates into new patients and increased revenue.

Google Business Profile is Your Best Friend

The jewel in the crown of local SEO strategies? A comprehensive Google Business Profile (GBP).

The growing demand for aesthetic and wellness services has led to increased competition in the industry, making it essential for Med Spas to stand out and showcase their unique offerings. This is where Google Business Profile comes into play.

Google Business Profile allows Med Spas to showcase their unique offerings, share vital information, and engage with potential customers by creating a comprehensive and easily accessible online profile. With the majority of people relying on search engines to find local businesses, having a complete and optimized Google Business Profile can significantly increase the chances of being discovered by prospective clients.

With messaging and posting features, you’re able to provide an exceptional experience to clients looking for high-quality services and cater to their aesthetic and wellness needs. A well-maintained Google Business Profile ensures that your med spa is easily found, bridging the gap between professional services and clients seeking rejuvenation and self-care.

To make the most of your Google Business Profile, follow these steps:

1. Select All Relevant Business Categories

There are over 3,900+ categories in Google Business Profile to choose from. We’ve narrowed down the 21 most closely related to Med Spas to help you select the most relevant ones to your business. 


As Google allows for up to 10 categories (1 primary category, plus 9 additional categories), I recomend choosing a minimum of 5 total. But, don’t be spammy. If your spa is only relevant to 3-4 categories, then don’t overdo it. Just make sure that your primary category is the one that BEST relates to your company specifically, as the primary category is the one Google gives the most weight to.


  1. Business and Services > Beauty and Personal Care > Spa
  2. Business and Services > Beauty and Personal Care > Facial Spa
  3. Business and Services > Beauty and Personal Care > Spa Town
  4. Business and Services > Beauty and Personal Care > Spa Garden
  5. Business and Services > Beauty and Personal Care > Health Spa
  6. Business and Services > Beauty and Personal Care > Medical Spa
  7. Business and Services > Beauty and Personal Care > Spa and Health Club
  8. Business and Services > Beauty and Personal Care > Massage Therapist
  9. Business and Services > Beauty and Personal Care > Massage Spa
  10. Business and Services > Beauty and Personal Care > Massage Supply Store
  11. Business and Services > Beauty and Personal Care > Thai Massage Therapist
  12. Business and Services > Beauty and Personal Care > Sports Massage Therapist
  13. Business and Services > Beauty and Personal Care > Foot Massage Parlor
  14. Business and Services > Beauty and Personal Care > Nail Salon
  15. Healthcare > Medical Professional > Health Consultant
  16. Healthcare > Physical Therapy and Rehabilitation > Physical Therapist
  17. Healthcare > Alternative Medicine > Craniosacral Therapy
  18. Retail > Cosmetics and Beauty Products > Beauty Supply Store
  19. Retail > Cosmetics and Beauty Products > Health and Beauty Shot
  20. Sports and Recreation > Sports Facility > Health Club
  21. Travel > Accommodation > Health Resort

2. Highlight Your Health & Beauty Medical Spa Services

Health and beauty businesses have the ability to add a booking button to their profiles and update their menu of services.

Clearly list all the services offered by your Med Spa, including descriptions and pricing (you can include price ranges if you don’t want to put the exact prices).

This will help potential clients understand what you offer and make informed decisions. Also, the more information you have on your profile, the better chance you have of outranking your competition in local searches.

3. Bolster Your Google Profile With Images

Showcase your Med Spa’s ambiance and services through captivating images. This will help create a visual connection with potential clients and give them a glimpse of the experience they can expect. Here are the nine types of images you can add to your GBP

  1. Exterior photos: Showcase your medical spas exterior with photos that are eye-catching and inviting.
  2. Interior photos: Highlight key areas of your spa. Entice potential customers to come and experience your place by providing them with a peek of the services you provide. Examples would be images of your massage tables, float tanks, red light saunas, etc.
  3. Product photos: Publish photos any products you sell to customers, or use on customers (ex. lotions).
  4. Photos at work: Photos of you and/or your team at work. If you have a welcoming smile at the front desk, show that persons beautiful smile off and invite potential customers in with it!
  5. Common area photos: Photos of maybe a waiting room or a yoga room if applicable.
  6. Team photos: Show off your company culture – images of you and your team having fun together at work.
  7. Business logo: This is pretty straight-forward, just make sure your logo isn’t pixelated.
  8. Cover photo: Design a photo (I recommend using Canva) for the top of your profile that best represents your company (think of a Facebook or Twitter cover photo, for example).
  9. Google Business Post Photos: When you post an update/sale/special to your GBP, you’re able to attach an image.

4. Use Google Posts to Publish Promotions & Events

Google Posts are an important feature for med spas to utilize on their Google Business Profile to promote special offers, events and news. By regularly posting, you’ll keep your profile fresh and engaging, attracting more potential clients.

After lots of testing, I’ve discovered that the ideal Google Business Post image size is 583px x 305px.

Here are some examples of effective posts med spas could publish:

  • Promotions: “Get 20% off all laser hair removal packages this month!” “First 10 customers to book a HydraFacial this weekend get a free chemical peel add-on.”
  • Events: “Join us for our summer open house this Saturday at 10AM. Free refreshments, facility tours and door prizes!” “We’re hosting a ladies night this Thursday at 5PM. Enjoy free cocktails, mini facials and special discounts.”
  • Product Launches: “We’re now offering the brand new SkinPen microneedling treatment! Book a consult to learn more.” “Excited to announce we’ve added Morpheus8 body contouring to our service menu!”
  • Seasonal Posts: “It’s summer! Get beach ready with 50% off all bikini waxing services.” “Protect your skin this winter! Get $50 off a series of 3 HydraFacial treatments.”
  • Employee Highlights: “Welcome our new Nurse Injector Specialist Jane!” “Happy 5 year anniversary to our amazing Esthetician Olivia!”
  • Awards/Recognition: “Thank you City View Magazine for voting us ‘Best Med Spa’ 3 years in a row!”

5. Encourage Reviews, Respond to Reviews

Reviews play a crucial role in building your Med Spa’s authority. Try to get reviews often. Weekly at minimum. Ask all your clients to leave reviews and respond to their feedback, showcasing your dedication to providing exceptional services.

Always respond to reviews in a timely manner (24 hours or less), even if it’s a bad review.

Note: do not keyword stuff your review responses, that does not work in ranking your profile any higher.

Claiming Business Listings for a Boost in Local SEO

Your medical spa needs to be visible and accessible. Claiming your business listings is the first step towards that. 

Here’s how you can stake your claim:

Platforms to Claim Your Med Spa Listing On

Broaden your reach for maximum impact. You want to cover all bases.

Start with popular platforms such as:

  1. NextDoor
  2. Trustpilot
  3. Facebook
  4. Apple Business Connect

Then, branch out into niche directories related to health and wellness, such as:

  1. Wellness
  2. RateMDs
  4. Healthgrades
  5. Vitals
  6. CareDash
  7. DocSpot

Don't let your competitors beat you on local listings.

Get the local authority boost you need to win

Local Citations Role In Achieving Better SERP Positioning

Have you ever heard the phrase, “It’s not what you know; it’s who you know?” Well, in the world of SEO, we say: “It’s not just where you’re listed, but how consistently and effectively.”

Welcome to the world of business citations. Let’s dive right into why they’re crucial for your med spa to rank in the Google local 3-pack.

The Power of Local Citations

In simple terms, a citation is an online reference to your business’s name, address, and phone number (NAP). Think of them as the Yellow Pages of the digital era. This is one of the most important aspects of medspa SEO.

Quality Over Quantity: The Golden Rule Of Citations

No spamming is allowed.


You might be tempted to list your business in every directory under the sun. Resist that urge. Google values quality over quantity when it comes to citations. Hiring some company to be listed in 500+ random, non-relevant directories will not help your search engine optimization. The only thing it will do is make managing your online presence more difficult.

With Direction Local, we’ve hand-picked 75+ directories that matter for your business and actually help move the needle in search results.

Finding High-Quality Directories For Your Med Spa Business Listing

Your mission? To find reputable directories related specifically to medical spas or healthcare services. These could include platforms like RealSelf, Healthgrades, or even local chamber of commerce websites.

Maintaining Consistency Across Listings

A consistent NAP across all listings sends positive signals about your credibility and authenticity – factors that search engines love.

The Role Of Off-page SEO

If On-page is the backbone, then consider Off-page SEO its trusty sidekick. Off-page tactics, also known as digital PR and link building, focus on increasing the authority of your domain through getting backlinks from other websites – think guest blogging or influencer marketing strategies. If your spa has any press from big sites or industry-related websites, make sure to have those sites link to your website.

Overall, your med spa needs both superheroes – On-Page & Off-Page – working in tandem to conquer that coveted first-page spot on Google (and other search engines).

Guest Blogging Opportunities

Let’s talk about guest blogging opportunities, a hidden gem in the world of SEO. This is similar to being asked to give a talk at an event in your sector; instead of standing up on a physical stage, you get the chance to share your ideas on someone else’s website. And it works wonders for your visibility and credibility.

The first step is to identify reputable blogs that are relevant to your med spa business. You want sites with engaged audiences who could potentially be interested in what you offer. Once you’ve found the perfect blog, craft a compelling pitch that outlines why their readers would benefit from your insights. Make sure it aligns with their content style and audience interests. And always review each site’s guest post guidelines before pitching.

Making It A Win-Win Situation

Your guest post should provide value to both parties involved – informative content for them and increased exposure for you. Diversification of websites can help reach new audiences, build brand trust, and improve organic rankings. When industry leaders pen guest posts onto respective sites, it reciprocally improves brand credibility due to increased exposure to a wide range of audiences.

If there’s one thing Google hates more than stale donuts (okay, we made up the donut part), it’s spammy tactics. So always prioritize quality over quantity when reaching out for guest posting opportunities.

Gaining Credibility Through High-Quality Inbound Links

Catch those inbound links. Inbound links (or backlinks) are like votes of confidence from other websites – they tell Google you’re trustworthy and authoritative within your field. The trick here isn’t just getting any old backlink; quality matters way more than quantity. A single high-quality inbound link from an industry-leading publication will do wonders compared with dozens of low-quality, spammy ones.

Action Steps:

  1. Create engaging content that others want to reference or share – think of informative blog posts or infographics packed with unique insights.
  2. Pursue guest blogging opportunities on reputable sites related to med spas.
  3. Sponsor local events or charities, which may result in valuable backlinks.
  4. List yourself in trusted directories such as Yelp or Healthgrades.
  5. Nurture relationships with influencers who might mention you in their content.

Remember: patience is key here – building up high-quality external links takes time but pays off massively down the line.

Key Takeaway:

Linking is crucial for local SEO success. Internal linking can improve user experience and rankings, while high-quality inbound links from reputable sources can boost credibility with search engines. To gain valuable backlinks, create engaging content, pursue guest blogging opportunities, sponsor events or charities, list yourself in trusted directories and nurture relationships with influencers. Remember that building up quality external links takes time but pays off massively in the long run.

Understanding On-page SEO

On-page SEO is the backbone of a successful medical spa site. It involves tweaking elements on your website to create a better user experience. It “technically” entails of over 200+ factors, such as title tags, meta descriptions, and image optimizations. Basically, do everything possible to make your website more appealing to both users and search engines alike.

Optimizing Your Med Spas Website (Technical SEO)

Your medical spa’s website is your digital storefront, and it’s crucial to optimize it effectively. Let’s dive into the key aspects:

The Need for Speed

A slow-loading site can be a major turn-off. Ensure that your website loads quickly to keep visitors engaged. You can use tools like Google PageSpeed Insights to check your page load speed.

Title Tags, H Tags & Body Copy: Keyword Relevance Matters.

Your title tags, H1-H6 tags, and body copy should contain relevant keywords. These are critical SEO elements that Google uses when determining what a page is about. If you’re unsure where to start with keyword research, consider using tools such as SEranking or Ahrefs.

Benefits of Internal Linking for User Experience and Rankings

When it comes to SEO, linking is the lifeblood. Ditch the maze, and create an internal links strategy. Your website should be a navigable map to guide users through relevant content. It needs to guide users effortlessly through relevant content. This is where internal linking steps in. An internal link connects one page on your site to another. Simple as that. But when done right, these links can help boost user experience and improve rankings. A well-placed internal link, for instance, could lead visitors from a blog post about laser hair removal directly to your service booking page.

Booking Features

Incorporating an easy booking feature on a med spa’s website is crucial for enhancing user experience and improving SEO. An intuitive and seamless booking process not only attracts potential clients but also keeps them engaged, resulting in higher conversion rates. 

From an SEO perspective, search engines like Google prioritize websites that provide a positive user experience, rewarding them with better rankings. By streamlining the booking process, you not only make it effortless for clients to schedule appointments, but you also boost your online visibility, thereby driving more organic traffic to your med spa’s website and ultimately increasing revenue.

Making Your Site Mobile-Friendly

  • RWD (Responsive Web Design): A responsive design ensures that your site looks great on all devices – desktops, tablets, or smartphones. You could test this using Google’s free Mobile-Friendly Test Tool tool.
  • User Experience (UX) Optimization: Make sure navigation menus are easy-to-use, and content is easily readable on smaller screens too. Remember: happy users equal better rankings.

Taking Advantage of Schema Markup

  • Add Structured Data: Implementing schema markup helps search engines understand your content better, resulting in rich snippets that boost click-through rates (CTR).
  • Serve Local Business Information: Use local business schema markup to provide information about location, hours, services, etc., making it easier for potential customers to find you locally.

Leveraging Content Optimization Tools & WordPress Plugins

Let’s talk about content optimization tools and WordPress plugins, the unsung heroes of SEO. These tools are your secret weapons for achieving that coveted SERP positioning.

Keyword Research Data Insights

They say that having information is a powerful asset. And in this case, keyword research data is your superpower. Use it to uncover search volume trends or cost-per-click values. Tools like Google Keyword Planner or SERanking can help you with this.

Enhancing Website Performance with Plugins

Moving on to WordPress plugins – these little pieces of software can be a game-changer for your website performance. They can do everything from speeding up page load times to optimizing images, all contributing towards improved SERP rankings.

A plugin like RankMath SEO, for instance, helps you optimize meta tags and generate sitemaps while another one called WP Rocket improves site speed by leveraging features like cache and CDN integration.

Producing Quality Written Content & Videos

Your medical spa isn’t just about the treatments you offer; it’s also about the story you tell

Creating quality written content is key to captivating your audience and ranking higher in local search results.

Tailoring Written Content for Patients' Understanding

The first step? Understand your patients. What are their concerns? Their aspirations?

Create blog posts or articles that address these topics directly. Make sure to use a language they understand – no medical jargon.

Creating Effective Visuals and Video Schema Markup Techniques

Videos can be a game-changer for your med spa’s SEO strategy.

A well-crafted video not only engages but also improves dwell time on site – a crucial ranking factor for Google.

The Power of Embedding Videos into Websites

If an image speaks 1000 words, then a video tells the whole story. Embedding videos onto your website using schema markup techniques gives Google more context to crawl and index effectively.

Leveraging YouTube as Your Video Platform

Youtube, owned by Google itself, gives videos hosted extra weightage in SERPs when properly optimized with keywords relevant to your services.

Participating Actively Within Local Community Events

Boosting your local SEO isn’t just about digital footprints; it’s also about physical footprints. Your med spa can gain a lot of traction by participating in local community events.

The Power Of Presence

Show up at health fairs; sponsor charity runs, or even host wellness workshops. Attend events, back up charitable activities, and provide health-related seminars to boost your brand’s recognition and build a stronger relationship with the local area. You’re not just another business on Google Maps but an active part of the neighborhood fabric. Forbes recommends event marketing as a powerful tool for small businesses, so don’t underestimate its impact.

Making The Most Out Of Your Participation

Promote Your Attendance

Increase anticipation by promoting your attendance at these events on social media platforms and through email newsletters. This builds excitement among potential customers who may be attending too.

Gaining Valuable Feedback And Insights

Talk To People

  • Solicit feedback from attendees – what do they think about your services?
  • Aim to understand their needs better – what other treatments would they like to see offered?

Digital Follow-ups Post-Event

  • Create blog posts summarizing key takeaways from each event – this keeps non-attendees informed while showing that you’re actively engaged within the community.
  • If possible, share photos or videos taken during the event (with permission) which helps humanize your brand further.
  • Last but certainly not least: remember to track progress post-events. Use tools like Google Analytics to monitor any spikes in website traffic or increased queries following participation in these activities.

Remember, when it comes down to strengthening Local SEO initiatives: always stay involved locally.

Boost Your Med Spa's Online Presence with Local SEO

In conclusion, if you own a med spa and want to increase local visibility, it is crucially important to prioritize local SEO for your business.

Ranking higher in local search engine results requires focusing on directory listings, local citations, keywords, and optimizing content/structure/links of your website. Additionally, Google My Business profiles are pivotal for boosting visibility – select relevant categories, highlight services & post images, use posts to advertise promotions & events and encourage/respond to reviews. Take the time to claim your listings on platforms such as NextDoor & Facebook and aim to build credibility by creating guest blog posts and quality inbound links. 

Lastly, always keep in mind the potential website optimization opportunities with title tags, body copy and internal linking for improved user experience. With these tips in hand, you should ready to take charge of your online presence and SEO ranking goals! 

And don’t forget to use our local SEO audit tool to check your online presence for free

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