Medical Spa SEO: Steal My Local SEO Strategy [2024]

Happy receptionist talking to a customer at health spa.

POV: You’re A Medical Spa Owner Looking To Consistently Get More Calls To Your Practice

Easier said than done in an industry that’s more competitive than ever. Right?

Luckily, I’m here to help you fix that problem. Keep reading.

Local SEO is by far the BEST way to do that.

I’m sure you’ve heard this before, and maybe even had bad experiences with other SEO solutions.

Unfortunately, many SEO companies suck. Sorry you had to go through that.

Doesn’t change the fact that when it’s done right, local medical spa SEO is the best possible strategy for aesthetic clinics.


Local SEO gives you the opportunity to meet your potential customers at the “Point Of Need” – Meaning – Search is the absolute BEST way to find the people who are looking for your services at the exact moment that they need it.

If someone searches “Lip Injections Denver”, they are looking for your exact services in the exact city that you serve – and they are likely ready to buy! (We call this a Commercial Intent search).

The best part – once you make your way to the top of the search results, you can stay there for years and get ALL the calls from those Commercial Intent searches.

And believe me, there’s a TON of people searching for your services, they just need to be able to find you instead of your competitors.

I’m about to lay out the MOST actionable Local SEO strategy that you can go and execute, and if you stick with it, you will open the possibilities for the following outcomes:

  • Lower your CAC to put more profits in your pockets
  • Expand to more locations (We love a good conquest)
  • Create a sellable business for that lucrative exit

So whether you’re working on opening your med spa, or you’ve been in business for years, I want to be the one to help you achieve that.

If you follow these steps, you WILL dominate your local area over the next year.

1. Get Your Med Spa Website On WordPress. Just Do It.

This may or may not be an easy step. If you’re already on WP, just skip to the next step. (Unless you’d like to read about why WP is necessary).

If you’re not on WordPress, this may present a challenge, but one worth solving.

The CMS your website is built on matters.

If your goal is to grow, you will be significantly limited on platforms like Wix, Squarespace, Weebly, or whatever the hell platforms you guys are building your websites on these days.

You will not be able to be competitive on those website builders.

Just do WordPress.

You will have full control over your website, your page speed, your site design, advanced functionality, and anything else you want to do.

It’s the industry standard.

When you do this, I recommend just starting your hosting through Siteground (that’s an affiliate link) and following the steps there to set up your WordPress site.

DON’T build it through the WordPress site. I promise. You’re going to run into problems doing it through there.

Here’s a list of things you’ll need on your WordPress site:

  1. Set up Google Analytics and Google Search Console
  2. Add the Rank Math SEO Plugin to get basic SEO implemented
  3. Add the NitroPack plugin for good page speed (the free version is fine)

The Medical Spa industry is competitive.

It’s not easy to rank #1 in bigger cities. That’s why I’m giving you the realistic steps to winning in your area. No BS. No fake shortcuts.

Get on WordPress, have a clean design, then let’s proceed with the rest of the strategy.

2. Your Google Business Profile

Your Google Business Profile is going to be where many customers find you, so don’t mess this up.

Many people don’t realize this, but the Google Map Pack has a different set of ranking factors from the Organic Results.

There’s 4 main components with your Google Business Profile that determines where you rank:

  1. Proximity to the searcher
  2. Number of reviews
  3. Profile optimization
  4. Landing page optimization

Proximity To Searcher

This one is somewhat out of your control, yet plays a huge role in rankings.

Google’s goal is to give searchers the most convenient and relevant options to what they’ve searched.

That’s why Google prioritizes businesses that are within a close proximity to the searcher.

It’s ideal to have your physical location in a high-traffic area of town.

You will have a very hard time ranking for a Metro Area in the Map Pack if your business is physically located in the surrounding county.

I typically advise to compete in your immediate neighborhood in the Map Pack, and we can try to rank for your metro area in the Organic Results.

The Organic Results don’t rely as heavily on proximity.

Number Of Reviews


Nobody is going to leave a Google review unless if you directly ask for it.

It just doesn’t happen. You HAVE to ask for it.

In fact, it’s best to just automate it so you don’t even have to think about.

Here are some tips for getting reviews from your happy clients:

  1. Add a Google Review QR Code to your front desk and instruct your staff to request a review after every appointment.
  2. Send an email blast to all previous clients that you’ve served requesting a Google Review. You can also give them a call!
  3. Automate a follow-up email after all appointments that request a Google Review.

It’s against Google’s guidelines to “bribe” customers with an incentive to leave a review, so proceed with caution around that.

Craft your emails and calls to your own voice and messaging.

Keep in mind you’re asking someone to take the time out of their day to leave a review, so be tactful in how you ask for it.

How To Optimize Your Med Spa’s Google Business Profile

There are a number of things you can do with your Google Business Profile to ensure it’s optimized.

Luckily, this is typically just something you have to do once unless if you add more services.

Here are some optimization tips for your GBP:

  1. Business Description: Write a strong business description that includes some of the key services you offer and any special offers.
  2. Business Categories: Google allows for 1 primary category and 9 other additional categories. You only want to select categories that are relevant to you. The primary category should be the MOST relevant to your business. Here are some options that might apply to you:
    • Business and Services > Beauty and Personal Care > Spa
    • Business and Services > Beauty and Personal Care > Facial Spa
    • Business and Services > Beauty and Personal Care > Spa Town
    • Business and Services > Beauty and Personal Care > Spa Garden
    • Business and Services > Beauty and Personal Care > Health Spa
    • Business and Services > Beauty and Personal Care > Medical Spa
    • Business and Services > Beauty and Personal Care > Spa and Health Club
    • Business and Services > Beauty and Personal Care > Massage Therapist
    • Business and Services > Beauty and Personal Care > Massage Spa
    • Business and Services > Beauty and Personal Care > Massage Supply Store
    • Business and Services > Beauty and Personal Care > Thai Massage Therapist
    • Business and Services > Beauty and Personal Care > Sports Massage Therapist
    • Business and Services > Beauty and Personal Care > Foot Massage Parlor
    • Business and Services > Beauty and Personal Care > Nail Salon
    • Healthcare > Medical Professional > Health Consultant
    • Healthcare > Physical Therapy and Rehabilitation > Physical Therapist
    • Healthcare > Alternative Medicine > Craniosacral Therapy
    • Retail > Cosmetics and Beauty Products > Beauty Supply Store
    • Retail > Cosmetics and Beauty Products > Health and Beauty Shot
    • Sports and Recreation > Sports Facility > Health Club
    • Travel > Accommodation > Health Resort
  3. Business Services: List all services that you offer at your spa. Include a strong description, price ranges, and the benefits of the service.

    Check out the top ranking GBPs in the Map Pack for inspiration:
    med spa services
  4. Photos: This is one of the most important factors to get right. It certainly helps in Google’s eyes, but also your customers want to your clinic before going there! Here are some suggestions of what to include HIGH QUALITY photos of:
    • The exterior of your clinic
    • Your logo/signage outside the clinic
    • Your reception desk and lobby
    • Your tools, tables, and equipment used to provide the services.
    • Include photos of your happy team and clinicians.
    • Any products that you use or sponsor
    • 360 Photos of the interior
    • Before and after photos of clients (with written client approval)
      med spa gbp photo ideas
  5. Q&As: Add Q&As to your Google Business Profile based on the services that you offer. People do read these, so make sure your answers are informative.
  6. Bookings: Make sure people can book through your GBP using their built-in features, or link them to your own booking solution.
  7. Post Updates: Post regularly on your Google Business Profile. Include promotions and events, and be sure to include graphics and images with the post to capture people’s attentions. This will keep your profile fresh and engaging. Here are some other post ideas you can steal from me:
    • Promotions
    • Events
    • Employee Highlights
    • New Product or Service launches
    • Seasonal Posts
    • Awards
      medical spa seo

Med Spa Landing Page Optimization

You Google Business Profile’s landing page is just the website link that you include on your profile.

If you are a single-location clinic, this should just be your homepage. Simple enough.

If you have multiple locations, you should create separate Google Business Profiles for each location, and a unique landing page for each location.

These landing pages should be completely focused on the specific area that you’re serving, and be designed to convert.

Follow the SEO best practices outlined in the Service Page section below (#4).

3. Get Your Med Spa Business Listed

This step is more straightforward.

Get your business listed in as many places as you can.

I’ll make this easy for you (Other SEOs don’t like to share this):

Just use the BrightLocal citation builder tool. (Not an affiliate link)

This tool allows you to create citation listings on many different directories in one fell swoop, and will ensure all of your listings have consistent information, which is very important.

You want your Business Name, Address, and Phone Number to be consistent across all areas of the internet. (We call this NAP – Name, Address, Phone).

The big ones are your Google Business Profile and Yelp, but BrightLocal has provided us with some nice lists of other niche-specific directories that you’ll want to be listed in:

  1. Beauty And Cosmetics Directories
  2. Health & Medical Directories

It’s weird. So many SEOs will charge a ton of money to do this when they just go into BrightLocal and use their citation builder tool.

I’m not here to scam you, I’m here to give you everything you need on a silver platter.

Many SEOs will also use this as a core offering to their strategy.

The reality is, this alone doesn’t really get results. It’s more of a basic requirement needed to appear as a legitimate brand in the eyes of Google.

On a similar note, set up your Social Profiles (Meta, TikTok, X, etc.) with consistent information if you haven’t already.

They don’t have to have thousands of followers, but it does help legitimize your business in the eyes of Google.

4. Create Individual Service Pages

Your target audience in your area is likely searching for the specific treatments they need done.

“botox injections near me”

“coolsculpting near me”

“halo laser denver”

“dermal fillers boulder”

Your home page is simply not going to rank for these keyword searches, however, individual service pages will.

Your goal should be to have a specific service page for each and every one of your services.

Take it a step further and create a unique service page for every service you offer, in every nearby city/county that you want to target.

On these service pages, you want to ensure you’re hitting the following requirements:

Technical Stuff

  1. URL: Direct keyword-matched treatment name in the URL. Example:
  2. Meta Title: Service Name + City. Example: Dermal Fillers in Denver
  3. Heading 1 (H1) Tag: Slight variation of the meta title. Example: Dermal Filler Treatments in Denver, Colorado
  4. Mobile Page Speed: Run your website through Google’s PageSpeed Insights and have a Performance score of 80 or better.

On-Page Copy

  1. Pain Points: Discuss the the pain points your patients might be currently experiencing their lives that would lead them to seek this treatment. This should not be salesy or gimmicky, just be truly empathetic to what they are feeling.
  2. Treatment Details: Provide details of the treatment and how you can solve their problem(s). Keep this purely benefit driven and how your particular treatment differs from other aesthetics practices. Is the treatment invasive or non-invasive? Are there other alternatives that will solve their problem? What are the risks and potential side-effects? Try to address all of their questions on the website before they even make contact with you.
  3. Before and Afters: Showing results and reviews of this treatment is extremely important. Show videos of the treatment, before and after images, and testimonials to build trust and confidence from your potential patient.
  4. What To Expect: Discuss what the sign-up process looks like and what they can expect when they walk into your clinic. Include what payment options look like, recovery time, and photos of your team so they feel comfortable booking online. There should be no surprises.

The on-page copy aspect goes much further than SEO. Yes, it’s important to have keywords optimized and all of that, but your website is primarily where your audience can learn from you and build a relationship with you.

Your Booking Process

Lastly, it should be easy and frictionless for people to directly book on your website.

This booking process should be easily integrated with your CRM and be HIPPA compliant.

There are a number booking solutions that can be used with WordPress and will integrate with most CRMs.

Three booking WordPress plugins that I can recommend are (not affiliate links):

  1. Amelia
  2. BookingPress
  3. SalonBookingSystems

Once you’ve created your service pages for every service you offer in the cities you operate in, have strong copywriting, and an intuitive online booking system, you’re ready to start driving traffic to your site.

5. Get Backlinks & Media Mentions

This is often the most overlooked aspect of this process from Med Spa business owners, but one that you can take advantage of.

Just with this, you will outrank 80% of the competition in your area.

Sounds nice, right?

Here’s how:

Guest Posting

This is the tried and true method of getting backlinks from other websites.

You just have to write an article on a website related to health, wellness, science, med spas, or even lifestyle websites.

You can find a list of Guest Posting opportunities a few different ways, but this website has a big list of sites, just do a Find search for “Health” and you’ll see all of the health-related opportunities.

Submit several content topic ideas.

Follow their guidelines, but always be sure to include a DoFollow link to either your homepage or an article.

Digital PR

Did you recently launch a new service? Shout it to the world!

Local businesses such as yourself can benefit greatly from press.

Your press release should be focused locally and have a noteworthy topic, such as a new service offering or opening a new location.

Press releases are great for visibility and SEO alike.

You can use companies like Cision to distribute your press release to tons of publications.

The distribution company that you go through will have their own set of guidelines for your PR, but you want to ensure it includes a link to your website.

This link will be NoFollow, but media mentions still send strong authority signals to Google.

There are other ways to get featured in Local News sources, I recommend exploring these options.

Link Bait Content Creation

Believe it or not, backlink building doesn’t have to be schemy.

Certain types of website content will attract backlinks naturally from other websites. We call this “Link Bait.”

Here are some types of content that can do that:

  • Fun Infographics (How HydraFacial’s Work A-Z)
  • Statistics Post – Use local statistics to become the source for journalist. They will cite you in their publications (Most common Aesthetics treatments in Denver, Colorado)
  • Calculators and Estimators
  • Quizzes

There are many ways to get creative about this, but the goal is to create something that is easily shareable and entertaining.

Other Link Building Methods For Med Spa SEO

I won’t go into detail on other strategies in this article, but here are some other methods you can explore:

  • Getting featured on a Podcast.
  • Interview experts in the field – they will often share the interview to their own network.
  • Respond to journalists on HARO.
  • Get listed in the Local Chamber of Commerce and other business associations.
  • Give testimonials to get featured as a testimonial on other websites.

Again, this is one of the most powerful methods to getting great SEO results. It may sound tedious, but it is worth it.

6. Create Blogs

I see so many people get this wrong.

Your blog is not about you.

It’s about educating people on treatments, alternatives, and potential risks.

Your customers should be able to learn everything about a treatment in your blog, but you want to take a strategic approach to what exactly you write about.

SEO tools like Ahrefs and SEMRush make it very easy to see what your customers are searching for, and what questions they have.

Unfortunately, these tools are expensive.

Get Topic Ideas Without Expensive SEO Tools

If you want a quick and easy way to get content topic ideas, you can just search one of your treatments into Google, and check out the People Also Asked.

It will give you a ton of commonly asked questions about the treatment:

microneedling commonly asked questions

These questions can be easily turned into blogs.

You don’t want to overlap intents, however.

For example, don’t write two separate posts for “What is better than microneedling” and “microneedling alternatives.”

It’s essentially the same question phrased differently, and Google is able to discern that.

Before you begin writing, you need to search the question into Google to see what’s ranking #1 currently.

You’ll want to match the format, content length, depth, and intent of the top ranking pages.

That is the only way to rank above the competition.

When in doubt, see what’s currently ranking. Always.

Here are some other guidelines for writing blogs:

  1. Unique Stance: Try to have a unique stance on the topic. This will showcase your expertise. Try to avoid basic content that anyone can look up.
  2. Original Media: Adding original media such as images from your clinic, videos, or link bait tools will separate your content from the rest.
  3. Localized Content: Try to localize it as much as possible. Your goal is to attract local business, so content that focuses on your local market will be much less competitive and will bring in the right audience.
  4. Avoid Broad Topics: If your website is newer, go for more obscure questions. Anything too broad like “what is microneedling” already has hundreds of other websites trying to rank for it.
  5. Earn Targeted Backlinks: If you want to boost your blog up to the #1 spot, it may require targeted backlinks to that specific blog.
  6. On-Page SEO Elements: Use the Service Page SEO guidelines from above within your blogs. (Meta title, heading tags, etc).
  7. Include CTAs: Always include Call-To-Actions (CTAs) in your copy, like “Call Us If You Have More Questions.”
  8. Internal Links: Add internal links to your related service pages and contact page. The Link Whisperer plugin can make this easy.

Do Your Own Medical Spa SEO. Or Don’t.

I’ve laid everything out for you to do medical spa SEO yourself. Bookmark this page and refer back to it regularly as you do this.

If you have any questions or just need a little bit of direction, I’m here to help.

Just directly book a call with me on my contact page and I’ll give help narrow this strategy down to your specific location and offerings.

If you don’t want to implement this, fine. Not hurting my feelings.

But you are hurting your ability to grow a scalable business that competes with the best.

You do you.

Anyways, hope this helps, happy SEOing!

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Austin Ryder

Austin Ryder

Health & Wellness SEO Consultant
Austin is a health and wellness SEO consultant with over 7 years of digital marketing experience, and a degree in Health Sciences.


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