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 5, 2024

This Medical Spa SEO Guide Has Been Comprehensively Updated for 2024

Due to consistent algorithm updates, the relatively recent Helpful Content Update in late 2022, the helpful content update in late 2023, as well as the most recent October 2023 Core Update, we’ve totally re-built this page. Oh, don’t forget the Spam Update in March of 2024.

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 Website Traffic
0 %
Increase in Phone Calls
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If you own a multi-location medical spa, stop here and watch the video below:

You Need MedSpa SEO - Here’s Proof:

We have proof!

Go to Google and search for “medspa NYC” This is exactly what you’ll see.

The one area directly below the person’s search? It’s called the Google Local Pack. We call it beachfront real estate on the internet.

If you’re not ranking there? You’re missing out on over 50% of all engagement that happens on the Google results page.

By the way, nearly 400 people search for this exact keyword every month on Google (not even the variations of the keyword).

50% of 400 people searching per month = 200 people per month engaging in the Google Local Pack.

That’s 2,400 people per year engaging in the Google Local Pack. And remember, that’s just one of hundreds of keyword variations.

If that’s not convincing enough for you, then we don’t know what is…

7 Actionable, Step-By-Step SEO Instructions for Medical Spas

1: Competitive Research: Who is Ranking at the Top and Why?

If you want to rank at the top of Google, all you have to do is outrank whoever is at the top.

It’s that simple. And that hard.

To outrank the companies at the top, you have to know and understand what they’ve done to get to the top of Google. Clearly Google has rewarded them!

No, you don’t need fancy SEO tools to do competitive research.

Simply go to Google and do the following:

First, search for “Medical Spa + [Your City]”

This is for Bend, OR.

Second, see who’s ranking in the Google Local Pack.

For now, don’t worry about the folks ranking using paid ads – that’s a whole different game!

Third, “audit” their Google Business Profiles for trends and patterns.

Simply click around for 20-30 minutes, writing down any patterns you see.

Do they all have 100+ Google reviews?

Are they all located in the city center?

Do they all have comprehensive “custom services” in the back-end of their profile?

Fourth, see who’s ranking below the Google Local Pack.

Fifth, audit their websites for trends and patterns.

Simply click around for 20-30 minutes, writing down any patterns you see.

Do they all have extensive blog content?

Do they have testimonials embedded on their homepage?

Do they all have specific pages for each treatment offered?

**IMPORTANT** Now that you know what your competitors have done, here’s EXACTLY what you need to do to rank at the top of Google. **IMPORTANT**

Do exactly what your competitors are doing. Just do it 20% better.

For the remaining 12 steps, follow what your competitors have done. Again, Google is clearly rewarding whatever they’ve done! Just do it better.

A quick example before you scroll:

If your competitor has a Service Page for Botox with…

  • 3 before and after pictures, you should have 5 before and after pictures.
  • A section explaining their Botox process, you should have that same section, just make yours 20% more comprehensive/helpful than theirs.

The lesson from this section?

Whoever Google is ranking at the top is “winning.” Clearly, Google is rewarding them for a reason. Understand the patterns and trends and replicate them, but make your website 20% better.

2. Audit & Optimize Your Google Business Profile

This is a Google Business Profile.

If you’re a medical spa and you don’t have one, then you’re totally f*&#ed. 

As you can see, there’s a LOT of information that you control on your profile.

  • Main category
  • Secondary categories
  • Pictures / Videos
  • Main description
  • Additional details / amenities
  • Services
  • And more

Now here’s the fun part…

Google really cares about your Google Business Profile to improve your rankings.

Here’s exactly what Google says about how they determine who ranks at the top of Google.

medical spa seo 7

My favorite part of this whole thing is when Google says:

“Add complete and detailed business information to help Google better understand your business and match your profile to relevant searches.”

Basically, if you don’t make it explicitly clear on your Google Business Profile that you offer services like Botox, coolsculpting, microneedling, PRP, etc… then Google will not be able to “match your profile to relevant searches.”

Here’s proof:

When I search for the keyword “Botox in Portland,” look at which Google Business Profiles are ranking the Google Local Pack…

medical spa seo 9

All of them have a Custom Service explicitly sharing that they provide Botox.

The lesson from this section?

Add as much comprehensive information to your Google Business Profile as possible.

3. Service/Treatment Pages on Your Website

Go to Google and do the following searches:

  • “Botox in [Your City]”
  • “Coolsculpting in [Your City]”

Here’s what you’ll see below the Google Ads and Google Local Pack:

“Botox in Portland”

6 out of the first 8 results are service pages.

“Coolsculpting in Portland”

medical spa seo 10

All 7 of the first results shown are service pages.

What do we mean by service/treatment pages?

Instead of having one page on your website that lists all your services/treatments, you have a dedicated service/treatment page for each service.

For example, you might have a page for…

  • All types of injectables you offer
  • Microneedling
  • Laser hair removal
  • And more

What should these pages have on them?

As much relevant information as possible.

  • What issues/problems the specific treatment helps with (such as wrinkles)
  • Before and after pictures
  • Testimonials
  • How the treatment actually works
  • What to expect the day of your treatment
  • What to expect the days/weeks after your treatment
  • How to get your appointment scheduled
  • Pricing information
  • Video content
  • FAQs
  • And more

That’s a LOT of information, we know. 

But what would your medspa look like if you ranked at the top of Google for all your relevant services? 

The lesson from this section?

If you want to rank at the top of Google for a particular treatment that you offer, you need a dedicated service/treatment page for it. And if you really want to rank at the top of Google, make the page incredibly comprehensive.

4. Location Pages on Your Website

This is only relevant for multi-location medical spas. So if you only have one location, you can keep scrolling.

SEO for medical spas that have multiple locations is a little different than single-location medical spas.

Why? Google treats, in a way, each location as a separate business entity.

Think about it…

What if your Portland location has 1,000 5-star reviews with an average rating of 4.9 stars and your NYC location has 21 reviews with an average rating of 4.1 stars?… What will happen? You already know the answer.

First, the location pages:

medical spa seo 13

Every location needs a page, ideally linked from the top nav menu, just like above.

What should be on each location page?

  • All of the services/treatments you offer at that location
  • Where it’s located, parking information, directions
  • Details / credentials of the team members at that location
  • Testimonials from clients specifically at that location
  • Any awards that specific location has won or positive press it has received

And the best part about these location pages?

You only have to create one amazing location page. Then, simply use it as a template. The content will look the same, but the specific content will be a little different. 

SEO elements for each location page:

  • Recommended URL structure: .com/locations/[city]
    • I.e.
  • Recommended title tag: [City] Medical Spa, [Tagline or Text]
    • I.e. “Portland Medical Spa, 200+ Five Star Reviews”
  • Recommended meta description: As a medspa in [city], [add custom info]
    • I.e. “As a medspa in Portland, we’ve helped thousands of people through treatments like Botox, lip fillers, and more”

Every location needs its own:

  • Landing Page (Location Page) on the website 
    • We already touched on this above!
  • Google Business Profile

Yep, each location needs its own profile with its own…

  • Primary and secondary categories
  • Description
  • Pictures/videos
  • Reviews
  • Custom services
  • Products
  • And more

Here’s an example (but this example is NOT following best practices – hold tight…)

medical spa seo 11

So you can clearly see. Two locations. Each with its own profile.

But again, these profiles are NOT following best practices. Here’s why:

This is exactly what Google says about SEO for multi-location medical spas.

medical spa seo 12

These profiles should have the names “milk + honey” and delete the “spa and medical spa.

The lesson from this section?

If you have multiple locations, then you need:

  1. A robust and comprehensive Google Business Profile for each location
  2. A robust and comprehensive Local Landing Page for each location

5. Get reviews for your Google Business Profile

Go to Google and do the following searches:

Google straight up says this is important.

“Prominence is also based on information that Google has about a business, from across the web, like links, articles, and directories. Google review count and review score factor into local search ranking. More reviews and positive ratings can improve your business’ local ranking. Your position in web results is also a factor, so search engine optimization (SEO) best practices apply.”

seo for medical spa

Yes, it’s that obvious.

To prove it even further, look at some of these Google search results. The top medical spas ranking have 1) lots of reviews that are 2) high quality.

medical spa seo 14

Even in a smaller city like Reno, NV, the same findings still hold true!

medical spa seo 15

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.

The lesson from this section?

Get as many five star Google reviews as possible for each of your Google Business Profiles.

According to Google, it will help your medspa’s local SEO.

6. Make sure your sitemap is set up and submitted to Google Search Console

This is a sitemap.

medical spa seo 16

Why is it important to have a sitemap?

A sitemap for your medspa is the easiest way for Google to know every page that exists on your website.

Plain and simple. 

Without a sitemap, you’re forcing Google to manually crawl each page and follow the links on those pages to hopefully discover every page on your site.

What Google says about having a sitemap for your medspa:

“Search engines like Google read this file to crawl your site more efficiently. A sitemap tells Google which pages and files you think are important in your site, and also provides valuable information about these files.”

Yep, adding a sitemap helps Google be more efficient in crawling your site.

Sounds like something Google wants, yeah?

How to create a sitemap for your medical spa:

If you use WordPress (which most sites do), the easiest way to create a sitemap is to use Yoast SEO.

Add your sitemap to Google Search Console:

First, log into Google Search Console.

Second, click here:

medical spa seo 17

Third, add your sitemap by typing in your sitemap’s URL.

medical spa seo 18

The lesson from this section?

Create a sitemap and submit it to Google via your Google Search Console account.

7. Create ongoing, valuable, people-first content

Your target audience has questions. Lots of questions.

Let’s say there’s a person in Portland, OR who’s interested in Botox.

Before searching for “Botox in Portland,” they may want to do some research, asking questions into Google such as:

  • Does Botox hurt?
  • How much does Botox cost?
  • How long does Botox last?
  • Does Botox help with migraines?

And then, remember those Service / Treatment pages you created?

Yeah, you then link from each blog post you write to the relevant Service / Treatment page, like this:

medical spa seo 20

Suddenly, you’re now clearly an expert and when someone searches for “Botox in Portland” or “Dermaplaning in Denver”, your Service / Treatment page (AKA the page that will make you $$$$$) has a higher opportunity to rank and drive conversions.

When you write blog content that answers these questions, here’s what happens:

  • Google sees your site as being an authority on the services that you offer
  • Your user sees you as being a trusted resource on the services that you offer

When writing blog content like this, you increase your medical spa’s chances of ranking at the top of Google.

Don’t take our word for it… Take Google’s word for it.

Google talks about content over and over and over again. Let’s see what Google has to say about it.

In Google’s SEO Starter Guide

Google uses the word “content” 126 times. Clearly, it’s important.

medical spa seo 19

What are some of the things that the guide says about content creation?

“We recommend putting different topics, products, or services on different pages, one topic (or closely related set of items) per page.” see here.

“Any content—not just unhelpful content—on sites determined to have relatively high amounts of unhelpful content overall is less likely to perform well in Search, assuming there is other content elsewhere from the web that’s better to display. For this reason, removing unhelpful content could help the rankings of your other content.” see here.

Google wants you to create “helpful, reliable, people-first content.” see here.

What should you add to each blog post about medical spa-related topics to help it rank?

Here’s Google’s super basic answer.

medical spa seo 21

Here’s our more robust answer:

  • Only write about one topic per blog post:
    • Don’t try to write one blog post on 1) benefits of microneedling, 2) how much microneedling costs, and 3) how often to get microneedling
  • Be extremely thorough / comprehensive in each blog
    • If you’re writing a blog post on the benefits of microneedling, add 11 benefits instead of just 3… make sure each benefit is backed up by a scientific article… etc.
  • Don’t forget to link from the blog post to the Service / Treatment page!

The lesson from this section?

Write lots of valuable, people-first content that answers your target audience’s questions on Google.

Medical Spa SEO Keywords: How To Find The Most Important Ones in Minutes

This video shares exactly how to find medspa SEO keywords on SEMrush.

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.

SEO For Medical Spas FAQs

Here are the most common questions we’ve heard.

How long will it take to rank my medspa at the top of Google?

The answer is a little frustrating…

It depends.

But it’s true.

If you’re a brand new medspa opening in New York City, it’s going to likely take you much longer to rank at the top of Google compared to opening a brand new medspa in Missoula, Montana…

However, here’s what we can share with our experience working with medspas.

On average, our clients see increased rankings to the point where they’re getting legit, qualified leads from Google at around the 4-month mark.

How much does medical spa SEO cost?

Again, it depends.

Are you a 12-location medical spa operating in the most competitive cities, such as LA, NYC, and Miami?

If so, your investment is likely going to be in the $7,000 – $9,000 per month range.

If you’re a local, single location medical spa in Tacoma, WA, then your investment is going to be in the $1,500 – $2,500 per month range.

On average, our medical spa clients invest just under $2,000/month when working with us, less than the investment of a part-time college graduate with no real-world marketing experience.

Does your SEO company work with two medical spas in the same city?

Nope, we find that to be unethical.

When we choose to partner with a medical spa, we only work with one medical spa per geo-location.

We also never replicate content across client sites. Everything is 100% unique.

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"