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Benefits of SEO (Search Engine Optimization) for Medical Spas

Regardless if you, as an owner of a medical spa, have implemented an SEO strategy or are thinking about starting one, SEO is a medical marketing tactic that needs to be at the forefront of your mind. It is the lynchpin of successful medical marketing plans and must be constantly updated and monitored to ensure its success. The medical spa industry is very competitive, with over 21,500  businesses operating in the United States. An owner must try to get as many new clients/patients to their facility as possible, and optimizing their website’s SEO is one of the most powerful tools to make that happen.  

Example of a medical spa SEO

Example of a medical spa SEO
Example of a medical spa SEO

Even if a website has the best-written content, it will not do a medical spa much good if no one sees it. No one will see it if it does not appear in Google’s organic search results of the first page. Optimizing a medical spa’s SEO will help grow the organic ranking of that site for key search terms over time. Great SEO will also help paid advertising by making target keywords more relevant in campaigns, hopefully making keywords cheaper to bid for. Creating a plan to refine, update, and monitor a medical spa’s SEO will help boost overall website traffic and increase the likelihood that its listing will display in local results. It gives you a competitive edge over other medical spas to drive patients in through the front door.  Higher SEO rankings, specially for your medical service(s), creates 1) brand awareness 2) you are considered and “expert and thought leader” 3) client/patients trust organic/natural results 4 times more the search related ads.

What does SEO mean, and how does it apply to Medical Spas?

SEO is an acronym for search engine optimization. SEO is a digital marketing strategy that assists search engines by helping them better understand why a website is relevant to key search terms. This, in turn, will increase the website’s visibility by increasing its organic rankings in search engine result pages, also known as SERPs. The higher a site appears in organic results, the more likely they are to make conversions, which in most cases is when a site visitor makes an appointment for a medical spa service. Compared to paid advertising (such as Google PPC Ads), SEO has proven to be more cost-effective over the long term and is often considered more vital to the success of a medical spa. Overall, SEO will help a medical spa connect with potential patients looking for the services and products it offers.  

Why is SEO important to a medical spa?  

Good SEO for a medical spa is crucial and can often make or break the success of a business. Every medical spa owner should have the SEO of their site a top priority for their medical marketing plan. There are several reasons why a fantastic SEO marketing plan is essential to a medical spa.

1. Have a competitive edge over other medical spas

A medical spa that has excellent SEO can dominate their local competition. If they rank first in search results and local search results, that will result in many more conversions to occur than sites that appear lower in rankings. Sites not appearing in search results will struggle to maintain their patient count. Appearing in the top results will make a medical spa stand out and be more attractive to potential patients than its competition.  

2. Higher organic ranking in search engine result pages (SERPs)

Over time, a good SEO plan will help boost the organic rankings of a medical spa’s website. Medical spas need to remember that organic rankings will increase slowly over time, unlike Paid Advertising, where increases in where ads are being shown can change as quickly as it takes to raise a budget or change target keywords. It is imperative to have a medical spa appear on the first page of results and, as often as possible, in the top results on that first page. While search engines will return billions of results, many users will only look at the full results, and very few people will even look at the 2nd page of results.  In fact, Over 25% of people click the first google search result.

3. A good SEO plan often results in a better-designed website and created content, resulting in a more authoritative site

A good SEO plan is not only about the insertion of keywords throughout content, but there are other factors. Things like layout, mobile friendliness, time on site, and site speed play a role in organic ranking. If a well-crafted SEO plan can address these things, it will increase the authoritativeness, relevancy, and trustworthiness of a medical spa’s website in the eyes of a search engine.  

What are some tactics in a well-crafted SEO strategy that medical spas often use for success?

There are a variety of different tactics that can be used to improve the SEO of a medical spa. Below are some tactics that the experts at PatientGain.com will use to boost your medical spa’s organic rankings.  

Keywords and On-Page SEO

When on-page SEO is used to improve the search engine optimization of a medical spa, it involves optimizing the content that is on the website. A critical part of SEO is identifying and placing essential keywords throughout the content. These keywords should be the same search terms their target audience will use when searching for services. Keywords should be placed throughout a site’s content pages and relevant to the pages they are placed on. There are several areas where keywords can be used effectively:  

Medical Spa’s Site Content

Target SEO Keywords need to be in the content of a medical spa. Generally, that page’s primary keyword must appear within the first one hundred words of a page. For example, if the page title is “Chocolate Rub Massage,” that term needs to appear in the first paragraph somewhere. It is also essential to spread keywords throughout a content page and not put too many of them in repeatedly. “Keyword stuffing” or using as many SEO Keywords as possible is a tactic that does not work and can cause a search engine to flag a site for breaking the rules.  

A medical spa will also benefit from using both short and long-tail keywords. Short-tail keywords are three words or less, while long-tail keywords are four words are more. Both keywords work together to capture as many potential patients as possible.  

How does metadata play a role in SEO for medical spas?

Metadata is information search engines provide describing the content on a site’s page. Usually, this information is not overtly seen by users but is instead embedded into the code of a website. Several metadata aspects need to be optimized for medical spa SEO.  

Title tags

Title tags are an essential metadata element to optimize. The title tag will display the name of a page in search results on a search engine and then appear as the tab’s name in a web browser. Titles are generally limited to 60 characters or less. While they can be longer when tagged, a search engine or browser will typically only display the first 50 or 60 characters in that title tag. Using the previous example, “Chocolate Rub Massage” needs to be at the beginning of a title tag and not at the end to ensure it is seen and considered in organic rankings.  

Headings

The heading on a content page helps a search engine understand the organization of the content on that page. When people are reading text, headings are usually denoted by different typeface, bolding, or font size. Search engines are distinguished by using “Heading Tags.” Depending on its size, a content page can have many headings, so there are different tags for different headings. An H1 tag is for the primary heading, generally at the very top of the content page, and encompasses that page’s topic or central idea. H2 tags are for subheadings that separate different concepts that are discussed on that page related to the main idea. If a page is exceptionally descriptive and the author wants to organize the information further, they can use H3, H4, and H5 tags to organize the page further. Search engines will recognize these tags and appreciate how content is structured. There is compelling evidence from research that SEO will improve with the proper use of heading tags.  

Meta Description  

In search results, underneath the website title, there is usually a little blurb describing what to expect on this page. Without a meta description, a search engine will display the first line of text it reads on that page. Often, this may not be the best way to describe a page. A medical spa can instead use a meta description tag to write a short sentence that can include target keywords to hopefully further entice a search engine user to click. Google will display only the first 160 characters of a meta description, so medical spas need to be concise.  

Mobile Friendly  

Most web traffic a medical sap will see will come from mobile devices. With that in mind, the site needs to use mobile-first indexing practices. These include:

  1. Allowing a GoogleBot to scan and read all pages.
  2. Use a responsive website so that the content and functionality of the desktop version of a site are the same as the mobile version.  
  3. Use mobile-friendly images that are optimized for a mobile device.
  4. Use user-friendly designs that make it easy for visitors to find information and accomplish tasks from a mobile device.  

What is Off-Page SEO, and how does it help a medical spa?  

Off-page SEO is marketing strategies that occur outside of a website and contribute to improved SEO and organic ranking. Below are some effective off-page SEO strategies.  

Local SEO

When potential patients search for a medical spa, they are usually presented with “Local Results” or “Map Results” in addition to the paid ads and organic results. Many search engine users will explore these results, which are often within driving distance of their location, and may not even look at the organic results. With that in mind, a medical spa must appear in local results in its area. The first step in getting these local results is creating a business listing on Google, Yelp, Bing, and Facebook. Once verified via text, phone call, or postcard, these profiles need to sync listing information. The address, phone number, site URL, name of the business, and hours of operation must be checked to ensure they are the same. To further increase the local SEO of a medical spa, include a “Directions” page with an embedded Google Map.  

Online Reviews

Another critical off-page SEO strategy is getting online reviews. The online reputation of a medical spa plays an essential role in its success, and getting as many positive reviews as possible should be a goal. A medical spa with 800+ positive reviews will look more authoritative and trustworthy than a medical spa with just 80 reviews. The best way to get reviews for a medical spa is to ask their patients. While not everyone will leave a review, a reliable percentage will! The most effective way to ask for feedback with the highest conversion rates is via an email or a text message request. The process of leaving a review should be as easy as possible with as few steps or clicks as possible. Every additional click in the process of leaving a review will result in more people abandoning leaving feedback altogether.  

How long does a medical spa need to wait until they begin to see results from SEO work?  

Unlike paid advertising, the results from SEO work will take time. A medical practice should not expect an overnight improvement of organic rankings for all of their target keywords. Different target keywords will improve at different rates. Most of the time, a medical spa should begin to see an improvement in three to six months. However, they should keep in mind that this can be longer if competitors are also making improvements to their SEO simultaneously. Just as a medical spa should be watching what its competitors do, competitors often watch medical spas for ideas and improvements. With that in mind, SEO constantly needs to be monitored, and minor refinements must be made throughout the year to stay on top and compete with other medical spas.  Read more details here.

Use Case:  New website, new URL – with no previous history.

We will divide medical practices website into three broad areas: 

1) Low competition – will start seeing results in first 2 to 3 months.
2) Medium competition – will start seeing results in first 3 to 7 months.
3) High competition – will start seeing results in first 6 or more months.

Use Case: Existing website, existing URL – with previous history.

We will divide medical practices website into three broad areas: 

1) Low competition – will start seeing results in first 1 to 2 months.
2) Medium competition – will start seeing results in first 1 to 3 months.
3) High competition – will start seeing results in first 2 to 4 months.

The experts at PatientGain.com are available to help you create a high-performance healthcare website. Contact us immediately, and let us show you what we have done for other practices across the country!