Running a medical spa can be difficult in itself not to mention wearing different hats as the business owner. One of the more time-consuming and technical hats to wear is that of marketing, especially online marketing. When it comes to medical spa SEO you need to keep on top of the changes.
What is Medical Spa SEO? Essentially SEO is anything that is done to work towards increasing online traffic. Usually the major search engines like Google, Yahoo, and Bing. However, this is not limited to search engines these days.
Places like Yelp, TripAdvisor, and other online traffic services are all important. A good SEO consultant will be able to help you structure your marketing strategy around all aspects to help increase your traffic from these sources.
1. Google My Business
If you don’t already have a Google My Business listing, create one as soon as possible. This is how people will find your medical spa business in Google Maps and in the Google Local 3-pack. The local 3-pack are the three listings you get in the search results when you search for a local service or local businesses.
One of the biggest features of Google My Business is that customers of yours can leave your business reviews. Reviews are a huge aspect of SEO nowadays. Google considers the sheer amount of reviews you have and the quality of your reviews.
Another way to increase visibility is to take advantage of and publish posts on Google My Business. You can now publish up to 1,500 words and there is no minimum. It is recommended that you publish posts around 200-400 words in length. These posts expire after seven days so you should have a strategy in place to post a new post every seven days.
2. City Pages
If your business has multiple locations you need to create a city page for each. Each page should have schema mark up with your physical address. Don’t make the mistake of creating a page with little to no content.
Many companies will create a city page and put a map on it and call it a day. City pages can be powerful pages that can bring your website good traffic. When creating these pages you should have a good description of the location and city it servers.
Ensure you add each location in Google My Business as this is the only way to show up in the Google local 3-pack.
One of the biggest local apps today is Yelp. Ranking well in Yelp can drive some serious traffic to your business. Yelp will rank business within close proximately and those that have lots of positive reviews.
This is why it’s important to put a policy in place to help encourage your customers to leave reviews. But don’t ask for them, as that is against their policy. You can encourage people to check-in to your business and even offer them special offers to do so.
This will help gain more reviews as it will prompt the Yelp user to write a review when they log back into their app.
Citations are listings in business directories. Don’t get this confused with online web directories these are business directories from major publications.
Yelp and Google My Business are two very important location citations but in order to rank locally, you need more citations. Some of the major business citations your website should be listed in are:
The more credible listings you have the stronger the signal you send to Google that your business listed correctly. But ensure you are using a consistent name, address, and phone number (also known as NAP) across all these listings. An inaccurate or inconsistent NAP will not help your local rankings.
Two of the biggest technical issues that face medical spa website are the lack of mobile-friendly usability and not having an SSL installed. If you don’t have a mobile friendly website by now you are far behind the times.
With how advanced our smartphones are now many people use their phones for local searchers. In July Google changed their algorithm to demote websites that are not mobile friendly. Not sure if your website is mobile friendly? Check out Google’s free tool and run a test.
The other big issue is non-secure websites. There are a few web browsers that will indicate if a website is secure or not right in the search results. When a website is labeled non-secure people will not click-through to view the website. This results in the decrease in web traffic.
Schema is code that you place on your web pages that help the search engines determine information about the web page.
Some of the more popular schema are address, organizational information like business name and phone number, product information such as stock levels and pricing, and event schema that provides details about the date and time.
Here is an example of how to include Schema markup for locations:
<div class=”center-address” itemprop=”address” itemscope itemtype=”http://schema.org/PostalAddress”>
<p>2401 Utah Avenue South</p>
<p>Seattle, WA 98134</p>
<span itemprop=”addressLocality” style=”display: none;”>Seattle, WA</span>
7. Blog at Local Events
Blogging helps create content and with the right strategy will bring in targeted visitors to your website. Creating locally based content can also be a powerful signal that your business is hyperlocal. Also, blogging about local events and businesses can lead to other local websites linking to your website.
You can also include a spotlight business of the week or do roundups with local business owners. In any case, blogging is a great way to create content and open up your blog to a wider audience.
Ever see the “People Also Ask” for sthe ection in the Google search results? Creating content that specifically answers these questions is a good strategy. Perform a search for your keywords and then write down all the questions you see in these areas.
This way you can create blog posts around this content that will give your website a chance to show up in these results.
If your business doesn’t have a review strategy in place starting now. Reviews are a huge part of the local ranking algorithm in Google. There are some software companies that can help aid in the process of getting more reviews.
Services like GatherUp which not only professionally gets more reviews on your behalf but has some display widgets you can use to display the reviews on your website. These are not only good for local rankings but these reviews will help out for conversion purposes as well.
Some specific tips about reviews. It is against the TOS of Yelp to specifically ask a customer for a review. However, there are ways to encourage reviews without asking.
A good technique for Yelp is offering discounts for customers that check in on the app. When a Yelp user returns to the app after a check in Yelp promotes the user for a review of the business they visited.
Google, on the other hand, allows businesses to ask for a review from their customers. The one caveat is that you don’t cherry pick the reviews. Google deems it unfair if you only ask happy customers for reviews.
It’s best to put a policy in place when you capture a customer’s email address and you send all customers an email asking for reviews.
A good marketing strategy will encompass a pay-per-click campaign to help get you up and running right away. A medical spa has a lot of keywords they can bid on to increase traffic to their business. Some of the keywords will be more costly than others.
Words like “Botox” and “laser hair removal” will generally be more expensive than local keywords like “Botox in San Francisco” so pick your keywords carefully. If you go after keywords that aren’t specific to your business or location you can easily blow your budget.
10. SEO Tools
SEO Tools can save you a lot of time and money and if used correctly can help you increase your website traffic. There are some really good free tools on the market and some that are defiantly worth paying for.
At the very minimum, you should be utilizing a keyword tool, website analytics tool, and a tool that can check backlinks.
i. Rank Checkers
There are a lot of SEO Tools to help create and monitor the success of your efforts. In order to get better results, you need to track and measure your current progress.
BrightLocal offers a rank checker that tracks both organic desktop and mobile rankings. They even have an option where you can track map rankings as well.
ii. Keyword Tools
SEMRush is one of the best keyword tools on the market. In fact, they offer an entire suite of tools that include backlinks, rankings, traffic, and listing management for local citations.
Their keyword tools are widely used by most SEO’s and are a great way to discover keywords that you might not know about. Usually, these type of keywords is longtail keywords that are much easier to rank for.
iii. Google Search Console
The Google Search Console is a must free tool offered by Google which provides ranking data, keyword volume, and indexing information about your website. The absolute best function of the search console if the ranking data.
In these reports, it shows you the average ranking for each keyword. Often times you will find keywords in there that you weren’t targeting and should have been.
The medical spa industry is growing faster and faster each year and competition is getting tough and tougher. It is of vital importance that you do everything you can do to gain more customers from the local search results.
Stuart McHenry is the President of McKremie an SEO Company based in Irvine, California. He has been providing SEO consulting since 2003.