The rules seems to be always changing when it comes to ranking, but Google’s recent algorithm update is great news for smaller medspas looking to rank higher in search results. The update shifts focus towards high-quality, user-friendly content, giving businesses like medspas a better chance to compete with larger chains. But how do you create the kind of content that will get your medspa noticed?
Here’s a breakdown of what you need to know and do to make the most of this ranking update:
1. Create Expert, In-Depth Content on Treatments
The days of short, shallow blog posts are over. Google now values detailed, well-researched content that genuinely helps users. This is the perfect opportunity for your medspa to showcase its expertise. Write comprehensive guides on the services you offer—whether it’s microneedling, laser treatments, or injectables like Botox. Discuss not only the benefits but also the risks, aftercare, and expected results.
For example, a blog post on the benefits of Laser Genesis could explain the science behind how it works, outline who the ideal candidate is, and include a section on post-treatment care.
2. Leverage Client Testimonials and Case Studies
People love real stories, and so does Google. Client testimonials and case studies build credibility and trust while providing valuable, user-generated content. Before-and-after images combined with a client’s journey through a treatment create compelling narratives that help prospective clients make informed decisions.
For instance, a before-and-after case study on microblading can showcase the process from consultation to the final result, answering potential client questions and addressing concerns in an organic way.
3. Use Educational Videos to Drive Engagement
Videos are an incredibly effective way to keep users engaged and on your site longer—a factor Google takes into account when ranking pages (remember, Google owns Youtube so leverage that platform for reach). Produce short, informative videos explaining the steps of a treatment, how to prepare, and what the recovery process looks like. You don’t need a professional studio—authentic, high-quality videos taken in your practice are enough to build trust with viewers.
For example, a video walking clients through what to expect during a HydraFacial session, from start to finish, would be a great addition to your website or social media channels.
4. Offer Interactive Tools and Quizzes
Interactive content is highly engaging and offers a personalized experience for your visitors. Incorporate tools like the Medspa Match: Personalized Treatment Recommender a Fitzpatrick skin type test directly on your website. Not only does this provide value to your visitors, but it also keeps them on your site longer, increasing your chances of ranking higher.
For example, you could offer a quiz that helps users determine which facial or skincare treatment is best suited for their skin type. You can even use these quizzes to capture emails for future marketing efforts.
Medspa Mastery offers both type of quizzes that can be easily added to your website.
5. Regularly Update High-Performing Pages
Google has advised against over-optimizing already well-ranking pages, but this doesn’t mean you should leave them untouched. Keep your high-traffic pages fresh by periodically updating content with new treatment information, new customer reviews, or recent innovations in technology. This ensures your content stays relevant and continues to rank well.
For example, a page about a popular service like chemical peels could be updated with seasonal offers or the introduction of a new peel that provides faster recovery time.
6. Focus on User Experience and Design
High-quality content also includes the overall user experience. Ensure your website is easy to navigate, loads quickly, and is mobile-friendly. The easier it is for potential clients to find what they need, the better Google will rank your site. Make sure that service pages, pricing information, and booking options are accessible and intuitive.
7. Harness the Power of Local SEO
For medspas, local SEO is a huge driver of traffic. Be sure your Google Business Profile is optimized with up-to-date information like your hours, location, and photos of your practice. Encourage happy clients to leave reviews, as these can greatly impact your ranking in local search results.
Final Thoughts: Consistency is Key
This update shows that Google values businesses that prioritize user-friendly, informative, and well-structured content. For medspas, this is an opportunity to elevate your online presence by focusing on what you do best—helping clients achieve their skincare and beauty goals. By incorporating these content strategies, you’ll not only boost your rankings but also attract more clients looking for the personalized care that only a smaller medspa can offer.
Remember, content creation is a long-term strategy, so be patient. Keep producing high-quality, helpful material, and over time, you’ll see the results both in search rankings and in client inquiries.
