Medical Spa SEO Attract More Clients From Google

Written By: Joey Randazzo

Joey Randazzo is the owner and Founder of Portland SEO Growth Partners based in Portland, OR. He’s worked with dozens of businesses, including multiple medspas (scroll down to see a real case study) to build growth-centric SEO campaigns.

Updated: June 23, 2023

This Medical Spa SEO Guide Has Been Comprehensively Updated for 2023

Due to consistent algorithm updates, the relatively recent Helpful Content Update in late 2022, we’ve updated the written content that already existed on the page. We’ve written new content. And we’ve filmed new video content. Everything is up-to-date, fresh, and helpful for your medical spa business to dominate Google for 2023.

Check Out the Results of One of Our Medical Spa SEO Clients

Bridgetown Aesthetics

Bridgetown Aesthetics is a medical spa in Portland. As you can see from their full case study, their growth speaks volumes about our SEO strategies.

Their Growth

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Increase in Local Exposure
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Increase in Website Traffic
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Increase in Phone Calls

Here's What You Want To See With Your Medical Spa Website & SEO

When Someone Types into Google "Medical Spa Near Me", You Show Up Here...

When Someone Types into Google "Medical Spa Near Me", You Show Up Here...

Think about the way people search for medical spas. They’re probably noticing some fine lines and wrinkles or wishing they didn’t have to deal with Melasma, and pull out their smartphone.

They go to Google and type in something like “Medical Spa Near Me” – the FIRST thing to show up is the Maps area of Google called the Google Local Pack. The medical spas that show up here “win” and get more phone calls than the competitors.

When Someone Types into Google "Best Medical Spa in [City]", You Show Up Here...

When potential clients are looking for medical spas, they often use the language of “best medical spa near me” or “best medical spas in [city]”.

The medical spas that rank in the Maps area for these keywords get the most website visitors and phone calls.

When Someone Types Queries into Google like "Benefits of Dermaplaning", You Show Up Here..

When Someone Types Queries into Google like "Benefits of Dermaplaning", You Show Up Here..

People ask tens of thousands, if not hundreds of thousands, of questions into Google each day. Questions like…

  • “How is cystic acne treated?”
  • “How long do lip fillers last?”
  • “Is microdermabrasion good for your skin?”

Ranking for these keywords in Google proves that your website is an “authority” and is trustworthy.

People Are Searching Differently For Medical Spas Than They Used To

Just take a look and see the increase in people searching for “botox near me” over the last five years. 

This screenshot above comes from a tool called Google Trends (a tool created by Google itself). You can see the steady increase in the number of people searching for “botox near me.”

How Do You Get Tangible Results With Medical Spa SEO Services?

Step 1: Comprehensive SEO Audit

Most SEO companies skip over this step. And, this is the most important step of all.

How can you get where you want to be if you don’t know where you are now?

We highly recommend doing a comprehensive SEO audit to determine your:

  • Current SEO performance
  • Current SEO errors
  • What your local competitors are doing
  • Technical SEO performance
  • And more

Step 2: Local SEO Visibility Audit

The goal for medical spa SEO is to increase your “local visibility,” as we call it.

We use robust and powerful third party tools to run a “SEO visibility test” on your business. This lets us see how visible your business is on Google.

The report looks like this:

Step 3: Create a Roadmap Based on Data

Now we have a lot of data from the SEO audit and the local SEO visibility audit. 

SEO for medical spas should be strategized based on gathered data. Most other SEO companies fail to do this and, instead, go off of a “hunch” that something will work.

We recommend creating a comprehensive roadmap based on the data. If, for example, the data shows that your website is loading slowly (which is negatively impacting performance), you should probably fix that first!

Step 4: Implement Highest Priority Changes First

Here’s where it gets interesting:

Not all SEO activities are created equal.

Adding image alt tags on a blog post from 2018 won’t be as impactful as improving the content on your homepage.

So, according to the data, you should target the “low hanging fruit” opportunities first.

You don’t have a Google Business Profile set up for your medical spa? You should probably create one! You don’t have a Services page? You should probably build that first before worrying about the internal links on old blog posts.

Step 5: Local SEO Best Practices & Content Creation at Scale

Local SEO for medical spas is made up of the following:

  • Consistent information that Google trusts
  • Authority
  • Accurate information

If your business has a different phone number on your website than what’s on your Facebook page, that’s a red flag for Google.

Google wouldn’t be able to trust that a user trying to call your business would actually get through to you.

Having consistent NAPs on high-authority directories across the internet is critical.

Now, in regards to “authority,” that’s where content takes the stage. If you create content that answers your target audience’s questions, Google will see your business as more authoritative than a medical spa that doesn’t have much content on their site.

Step 6: Meticulously Track Data

The goal of SEO is to have a tangible impact on your medical spa. To increase website visitors. To increase your phone calls. And ultimately to have those activities lead to increased revenue. 

To ensure your SEO campaign is performing successfully, you have to track data. Build a comprehensive dashboard that gives insights into your:

  • keyword rankings
  • website visitors
  • phone calls
  • and other important KPIs

Medical Spa SEO Services Shouldn't Be 🍪 Cutter - Everything Is 100% Customized To Your Business

Medical Spa SEO isn’t the same as other types of SEO. Sadly, many other SEO companies fail to make the distinction. They implement the same “tips and tricks” that they use in other industries, thinking that it’ll work with medical spas. That’s not the best strategy.

We treat your business as unique. We take an individualized approach to each individual industry (such as medical spas), to your specific city (Austin might be different than a smaller town in Iowa), and your specific website (is your website built on WordPress or Squarespace).

5 Tactical Local SEO Strategies for Medical Spas

Strategy 1: Google Business Profile Optimizations

This is an example of a medical spa’s Google Business Profile:

Well, this is what the front-end of a Google Business Profile looks like. The part that a Google searcher can see.

Actually, let’s back up:

Why do Google Business Profiles matter for medical spas? Google Business Profiles are relevant and important ranking factors in order to rank in the Google Local Pack. If you forgot what the Google Lack Pack is, below is a screenshot:

Optimizing your Google Business Profile helps you get found there ☝️

And, when you show up in the Google Local Pack, you WIN. You get more phone calls and website visitors than your competitors receive.

So, how do you properly optimize your Google Business Profile so you get found in the Google Local Pack?

Simple: Comprehensiveness.

The best way to optimize your Google Business Profile is to provide as comprehensive information as possible.

There are many sections that you can provide comprehensive information, such as:

  • Your main description
  • Your services
  • Your categories
  • Your products
  • Your photos

Here’s a quick example between being comprehensive and not being comprehensive:

For your main description, you may just write a sentence like… “We are a trusted medical spa dedicated to your health, wellness, and happiness.”

That is just one sentence… but Google allows 750 characters for the main description. Use them up! Do you offer CoolSculpting? Do you offer laser hair removal? Acne laser treatment? Do you offer chemical peels? 

Answering EVERY possible question is how you can be more comprehensive.

Strategy 2: On-Page SEO for Your Homepage and Location Pages

On-page SEO for medical spas is just a fancy way of describing the content on your website.

It includes things like:

  • Your meta description
  • Your title tags
  • Internal and external links
  • Your header tags (H1, H2, H3)
  • Your images
  • And basically anything that you can put on a website page!

Why does on-page SEO for medical spas matter? Well, Google cares about it.

For single-location medical spas, the most important page on your website, from a local SEO perspective, is the homepage. For multi-location medical spas, the most important pages on your website are your location pages.

For on-page SEO for these pages, implementing SEO-friendliness through keywords is critical, while also providing as comprehensive information as possible to the user (and Google).

For example, instead of a title tag like “Beaverton Med Spa – 503.111.1111” you can provide more context to Google by writing something like “Trusted Medical Spa in Downtown Portland – Beaverton Med Spa.”

Strategy 3: Website Architecture Best Practices

This is an underrated SEO strategy for medical spas. Your sitemap and your website architecture are closely connected.

Google crawls your sitemap to understand your website architecture, which then allows Google to understand what your website is about. 

Here’s what a sitemap might look like to Google:

A little confusing, right? Don’t worry. Just know that when Google looks at a sitemap like this, it’s putting together what your website is about (which is really important for local SEO).

What we’re getting at is that your website structure should make sense hierarchically. Let’s use two of the main services that medical spas offer – 1) laser treatments and 2) botox.

Where should these pages live on your site? First, you should probably have a “services” page that has the URL structure similar to .com/services/

Now, any services that you offer (such as laser treatments and botox) should live UNDER this main services page. See below:

  • .com/services/laser-treatments
  • .com/services/botox

This seems obvious, but many websites do this wrong. There’s no vertical architecture. Instead, every page lives directly under the homepage. See below:

  • .com/services/
  • .com/laser-treatments/
  • .com/botox/
  • .com/body-contouring/

With this structure, it’s not clear to Google that “Laser Treatments” is a service that you offer. It’s just another page on your site!

Strategy 4: Content Creation at Scale

This is where it gets fun. Potential clients search for thousands of questions into Google every day.

Some are very local:

  • best dermal infusion in Portland
  • best lip augmentation near Portland

Some are generic:

  • Is there downtime after lip augmentation?
  • What is ultherapy?
  • What to expect with laser hair removal?
  • How often should I get microdermabrasion?

If you answer these types of questions through comprehensive blog articles on your website, it will do 2 things:

1. You may rank in Google for these keywords that people are searching and therefore drive traffic.

2. Google will take notice and see your website as an authority over your competitors. Google will think, “Hey, they’re answering all of these medical spa-related questions that users have. Their website is therefore more valuable than local competitors how haven’t answered any questions.”

Strategy 5: User Experience is a Bigger Deal Than You Think - Stop the Keyword Stuffing!

The old days are gone. Keyword stuffing… PBN link building… all the stuff that used to work for SEO. 

Google’s getting smarter and starting to figure out that a user’s experience on a website is important.

What does this mean for you as a medical spa?

  • Make it easy for users to find what they’re looking for. It shouldn’t take them long to figure out whether you offer skin resurfacing treatment or not.
  • Make it easy for users to contact you. Your phone number should be clickable on a mobile device. You should consider an online schedule so someone can make an appointment easily. Anything to make the user’s experience SUPER simple.
  • When writing content, you need to actually offer value to the reader. Say goodbye to the days of outsourcing writers who produce vague, keyword-stuffed articles. Your content should thoroughly answer the user’s questions and add value to them.

The Top 4 SEO Mistakes That Medical SpasMake (Tip: Don't Make These Mistakes!)

Mistake 1: They don’t fill out their Google Business Profile (previously known as Google Business Profile) in detail

Many medical spas spend approximately 41 seconds setting up their Google Business Profile. Some even leave important fields blank. This is because they may not realize that the information on a profile can affect Google rankings.

Here are a couple mistakes:

  • Writing a super short description. Google gives 750 characters to work with for a reason. It’s best to fill that whole field with (SEO friendly) copy.
  • Not listing all the specific medical spa services they offer. This is critical! Google’s bots are crawling your Google Business Profile to see if you offer things like Botox, liposuction, coolsculpting, other injectables, etc.
    Not filling out detailed, accurate descriptions underneath the service they list.
  • Not adding photos. There are not many excuses for this in the modern era – photos of your medspas building, waiting room, patient rooms, and more that are taken from the newest version of the iPhone are totally fine!

Mistake 2: They don’t list all of their services and products properly on their website

Many medical spas have very basic websites. They provide a description of their spa, their business address, email, and a phone number. Then they call it a day!

Unfortunately for those businesses, MANY more details are needed in order to rank well on Google. Nobody wants poor rankings on Google!

Google’s ranking algorithms highly prefer organized, logical, and comprehensive pages about your medspa. The specific non-invasive procedures you offer… how to work with you… general pricing information… Everything!

Here’s a handful of the many website mistakes we’ve seen businesses make:

  • Not listing every medical spa service they offer (even niche or less popular services). We’re taking granular pages… Not just a page called “injectables” but rather a specific page for Botox. On that page, sharing a ton of information about your Botox process: who are your Botox services for? How does one schedule a Botox consultation? What are some FAQs that your target audience has about your Botox services? Add ALL that information to the page!
  • Not writing detailed, thorough content for each and every one of those pages (or adding valuable keywords to that written copy).

Mistake 3: They fail to create data-driven content that adds value to their target audience

It’s pretty easy to throw together a random blog post, forget about it, and call it a day.

But it’s a whole lot more difficult to write a blog post that is optimized to help with SEO (and that’s valuable for the reader who is likely interested in your medspa services!). Good blogs should be written around keywords that people are actually searching for on Google!

A large majority of medical spas do not create their blog posts properly.

Here’s a conversation that we imagine that takes place in some medical spas:

“Lauren, know how to write blogs, right?”

“I like to read blogs, but I don’t know much about wri-”

“Perfect! Lauren, you are our new blog editor”

Lauren is a skilled esthetician, but she most likely has NO clue how to write SEO-focused blog posts. She’s not alone in this – MOST people are not skilled in this area.

Here are some common mistakes that we see:

  • Many posts are written about the same blog topic. For example, you’ve got a blog post from 2017 about “how long does Botox last?” and another post from 2022 about “The truth about how long Botox lasts” – they’re basically the same thing! Duplicate posts are not looked at favorably by Google – they can harm online rankings!
  • Blog posts are much too short (Google tends to like longer content). Instead of answering the question of “Does coolsculpting work?” in three sentences, take the time to share why it works and how it works. That’s comprehensive content!
  • Blog posts are written to trick bots into ranking the website (with no actual human readers in mind) Google will catch on to this if it is done in a spammy way. It can really harm rankings.
  • Blog topics are selected with no actual search data behind the decision. Instead of writing a piece of content on “does coolsculpting work?” (which has thousands of people searching for it on Google each month) you decide to write a blog post about “summer activities in Portland, OR to show off your new body after coolsculpting” – potentially interesting topic, but after looking into the data, nobody is searching for it online!

Mistake 4: They don’t have a repeatable process for SEO

A medical spa owner makes a few blog posts on their website. The posts do really well, and the website starts to get more traffic.

But eventually, over time, those blog posts stop driving traffic to the website.

Most businesses reach a dilemma if this happens – they do not have a plan to repeatedly get web traffic!

Some very common mistakes we’ve seen:

  • They do not create a content calendar. They just sit down, start writing, and hope for the best! Medspas need to think about the services they want more traction on. Maybe coolsculpting is doing really well but your Botox leads are lackluster. Add Botox-specific content to your calendar!
  • They do not have a consistent, repeatable way of creating content (that actually ranks on Google).
  • They are very infrequent with their blog content. Google rewards consistency!
    They don’t recognize that SEO involves a lot more than posting a few blogs here and there. It includes optimizations, backlinks, internal/external linking strategy, brand authority, page speed, mobile friendliness, and much more!

Google Reviews for SEO: Medspas, Go Get Reviews!

What Google says about reviews for medical spas:

The big question:

Do reviews help SEO?

The answer is a resounding yes. According to BrightLocal, reviews account for about 17% of your local SEO rankings.

So, if you’re wondering, “Why in the world am I not ranking on Google?” and you only have 7 Google reviews, that might be why.

Our hypothesis is simple around Google reviews for dominating SEO as a medical spa

We believe that a medical spa can have a terrible website and still dominate the local landscape of Google.

It’s a bit controversial coming from an SEO company…

Here’s our philosophy:

If you could get to a place where you have 2x or 3x Google reviews compared to all of your competitors, you’ll win.

For example, look at the screenshot below:

Okay, the three businesses dominating have 73, 57, and 155 reviews respectively.

Now, let’s say your medical spa could get to 300+ Google reviews with a 4.5+ star rating. We’re confident that you would dominate the local SEO landscape.


  • Reviews build trust for both Google and users.
  • Reviews provide a lot of written content. As a medspa, you’ll likely have reviews that say things like “I went to this medical spa in Portland and had a wonderful experience!”

Medspas, here’s the formula for Google reviews creating the biggest impact on SEO performance

It’s pretty simple. When it comes to reviews, Google cares about:

  1. The quality of Google reviews (your average star rating)
  2. The quantity of reviews (how many you have)
  3. The “velocity” of reviews (how frequently you get reviews)

So, if the top local competitor has 50 more reviews than you and they’re averaging 2 reviews per month, your “formula” is straightforward:

Average 4-6 new high-quality reviews per month and after 9-12 months you’ll satisfy Google’s desire for quality reviews, quantity of reviews, and “velocity” of reviews.

While the formula is simple, it’s not easy! Getting reviews is challenging. But, it’s incredibly important.

On Average, Our Medical Spa SEO Services Cost

31% Less Than Other SEO Companies

Compared to Other SEO Companies That Average Between $1.5k and $3k Per Month.

FAQs About Medical Spa SEO Services

Here are the most common questions we’ve heard.

What is Medical Spa SEO?

Medical spa SEO is a form of digital marketing that helps medical spas increase their visibility in search engines, particularly Google. 

The specific SEO strategies that are used for medical spas vary greatly (which is why all medical spa SEO is NOT created equal). 

Strategies include:

  • keyword research
  • on-page SEO
  • off-page SEO
  • local SEO
  • Google Maps optimizations
  • landing page creation
  • content creation
  • PR 
  • and more

Why is Medical Spa SEO Important?

Medical spa SEO is important because it can get you in front of your target audience (those people looking RIGHT NOW to find a med spa in hopes of enhancing the health of their skin and body).

Think about how social media marketing for medical spas works: People are scrolling through Instagram or Facebook and stumble upon an advertisement for a medical spa in their city. They might be actively looking for a med spa, but chances are it’s just another post they scroll past.

Then there’s SEO, which puts you in front of motivated buyers looking for what you have to offer.

These people are searching for things like “best medical spa near me” or “medical spa in Willamette Valley.” Ranking for those keywords has a MUCH higher conversion than people scrolling on Instagram.

How Long Does SEO for Medical Spas Take To Work?

Medical spa SEO can take 1 week – 6 months for you to start seeing results. It depends on a variety of factors:

  • How big of a city you’re in
  • How long your website has been around for
  • How high your website’s “domain authority” is
  • How your current SEO is performing
  • And much more

Several of our clients have seen 2x – 3x the phone calls within a month after starting their SEO campaign. Other clients don’t see noticeable increases in phone calls for 2-3 months.

But think about it this way:

If everyone could make a couple of tweaks on their website and rank overnight for the HIGHEST value keywords out there, like “best medical spa in Vancouver” then the internet would crash.

These things take time. Google built their algorithms that way on purpose.

What Medical Spa SEO KPIs Should We Track?

Medical spa SEO should be meticulously tracked.

You want to know, without a doubt, that the money you’re investing in SEO is working for your medical spa.

So, you need to track certain metrics to ensure that the campaign is working:

  • Keyword rankings: Are your ranking on Page 1 of Google for your most important keywords? How are your keyword rankings changing from week to week? How about month to month?
  • Organic website traffic: Is your organic website traffic from Google on an incline or decline? Which keywords are driving the most traffic to your site?
  • Online lead submissions: Are you seeing more online leads? How are they changing over time?
  • Phone calls: Are you getting more phone calls from people searching on Google? How are phone calls changing from one month to the next?

What Type of Content Should Medical Spa Websites Have?

Medical spa SEO should include content that your target audience is searching for on Google:

How do we know what keywords/content your target audience is searching for? We use advanced software and tools that give us insider information and data. We, for example, know that 390 people per month (on average) search for “medical spa treatments”.

So, with that being said, we do extensive keyword research to find the topics/questions that potential med spa clients have. 

Questions like:

  • “Does botox cause scarring?”
  • “medical spa treatments in Portland”
  • “Does CoolSculpting really work?”

If you create content that answers these questions, then you can potentially rank in Google when people search for these.

Also, Google will favor your site over your competitors because Google will have more trust in your site.

What are the Most Valuable Medical Spa Keywords for SEO?

How To Work With Us

First of all – we don’t work with all medical spas.

We only work with medical spas that:

  • Are ambitious about growing their business
  • Have the bandwidth to take the growth that will come from working with us
  • Treat their employees and their customers well
If that sounds like you, then go through the easy process below:

Step 1

Request a 'Free SEO Audit'

This process takes about 2 minutes.

Step 2

Check Your Email

In less than 24 hours, one of our talented SEO specialists will send you a 3-5 minute customized video analysis. It will explain opportunities for you to outperform competitors.

Step 3

Sit Back And Watch Your SEO Skyrocket

Just look at our case studies of the success that other Portland businesses have seen. You can have the same results.

If you’re looking for Portland SEO services, we can help. Give us a call today to learn more about our pricing and availability. 

Let's Take Your Medical Spa From the "best kept secret" to the "most sought after brand"