Local SEO for Med Spas: How to Get Found (and Booked) by Clients in Your Area

By Jennifer Orechwa, Salt Marketing

Every day, people in your community are searching Google for the exact services you offer—Botox, fillers, microneedling, laser treatments, IV therapy, and more. These clients are close by, interested, and often ready to book that same day. And yet, most med spas never show up in the spots that matter most. Not because they aren’t exceptional at what they do…
…but because their local SEO isn’t working.

The good news? You can fix that—quickly and effectively—when you understand how local search actually works for aesthetic practices. In fact, 72% of people who search locally end up visiting a business within five miles. That means the clients you want most are already searching for you. Your job is simply to make sure you’re the one they find.

Why Local SEO Is the Fastest Way to Grow Your Med Spa This Year

When med spa owners think about growth, their minds often jump to social media, influencers, or paid ads. Those can help—but they’re not where the fastest and most ready-to-book clients come from. Local SEO works differently. Local SEO connects you with people who are already doing searches like: “Botox near me,” “med spa near me,” “hydrafacial [city],” “laser hair removal near me.”

These are not passive browsers. These are high-intent buyers, ready to book an appointment.

For your effort, energy and investment, local SEO can give you a greater return on your investment than any other marketing channel for four simple but enlightening reasons: One, local searchers convert faster. If they’re searching, they’re in-market. Someone searching “lip filler near me” is not researching—they are making a purchase decision.

Two, local search traffic is consistent, where social media interest and visibility wanes. And if we talk about paid, unless you have an unlimited budget, your results will be directly proportional to your dollars spent. But Google searches happen every single day. Three, local SEO contributes to trust and authority-building. Being able to rank above competitors isn’t just about visibility - it’s about how your audience interacts. If you inspire consistently positive reviews, you gain instant authority.

Four, local SEO is the only channel where, with intentionality, you can become the obvious #1 choice in your market. When you show up at the top of Google Maps, you are no longer competing with dozens of spas. You’re competing with two at most.

This is why local SEO for med spas—a powerful blend of Google Business Profile optimization, reviews, local keywords, and website structure—is the most reliable way to consistently get found and get booked.

Let’s walk through what it takes to arrive at that point so you can put it into action.

Optimize Your Google Business Profile 

If there is one place where med spa SEO makes or breaks your visibility, it’s your Google Business Profile (GBP). This is where 70% of local clients decide who they want to work with, or at minimum, who they’re willing to find out more about. Think of your GBP as your med spa’s virtual storefront. When someone searches for “Botox near me,” Google pulls up three top listings—this is the Local Map Pack.

Your goal? Be one of the three. Ideally, be #1.Your Google Business Profile is not “set it and forget it.” It’s a living, breathing SEO machine that—when active—can bring dozens of booked appointments every month.

Before you even get started optimizing your profile, check your NAP - Name, Address & Phone Number. It’s vital that these are EXACT and consistent on every platform, and it’s so easy to have conflicting information you didn’t even know was out there. Maybe you used a dedicated tracking number for a particular lead gen campaign, maybe in some places you used your suite number and in others you didn’t. Inconsistency confuses the search engines and can seriously hurt your ability to rank. That means not just your Google Profile, but Facebook, Instagram, on your website, yelp, and directories like Yahoo, Yext and others.

First, check your settings. Complete every section (hours, biography, appointment link) - a complete profile ranks higher and many med spas skip this and miss this simple opportunity. Be sure you’ve chosen the right category - Medical Spa. You can also include relevant secondary categories like Skin Care Clinic, Wellness Center, Medical Clinic, Laser Hair Removal Service, or Facial Spa based on the services you offer. Be truthful and use only what accurately applies—adding unnecessary categories can hurt your rankings. 

Then, add every service you offer, using keyword-rich descriptions. Google indexes this content, so it can help tremendously with long-tail searches. For each service, add a clear title (“Botox”), include a description that includes your city (“Botox in Albuquerque for smoothing fine lines…”) and add pricing if appropriate. We’ll talk more in a minute about AI search but pricing is highly relevant for AEO/GEO, so if it makes sense, be sure to include it.

Third, remember what we said about your GBP being a living, breathing thing. Google rewards active profiles. Making updates is how Google knows you are alive and well and still in business and the engines can confidently send traffic your way. Be sure you’re uploading at least one new photo per week. You don’t have to get clever - try treatment room photos (use backs of heads for patient privacy), before & afters (within compliance), team photos, photos of your equipment and products, and happy client experience photos. Aim to add 5-10 new photos every week - this alone can boost your local visibility.

Next, think of your Google Profile a little like you do your social media. When you post there, you’re increasing engagement and signaling that yours is an active, relevant profile. Honestly, you can post the same content you do on your socials, but you can share seasonal or monthly specials, service announcements, answer frequently asked questions, provide before & after spotlights.

Use Local Keywords Your Ideal Clients Are Actually Searching For

You cannot rank without the right keywords, and we’ve found that most med spas guess instead of using data. The goal is to speak Google’s language and your client’s language. It may be tempting to only focus on “SEO-speak” but avoid keyword stuffing—Google notices and penalizes it. Use natural, readable phrasing. Here’s how to choose the right local keywords for local med spa SEO:

Start with “your city + your core services.” Use that formula in your page titles, in your H1 and H2 headings, and in your service descriptions. Botox in Albequerque, Lip Filler Atlanta, Laser Hair Removal San Jose or Hydrafacial Summerville.

Then, layer in neighborhood references. Clients often search at the hyperlocal level, especially in larger metro areas. So here we get to “Botox in Buckhead,” “Best med spa in Cherry Creek,” “Fillers near Nob Hill”.” Neighborhood references are great to include in your location pages on your website, in your meta descriptions and in your blog posts.

Think about targeting symptom-based and goal-based keywords. At Salt Marketing, we talk about “conditions” - people often search based on the problem they want solved. So including content that addresses “treatment for smile lines,” “dark spot treatment near me,” or “anti-aging facial [city].” These keywords are gold for content marketing and ranking blog posts.

If you need a cheat code for this, use Google’s “autocomplete” feature to find exact search phrases your ready-to-book clients are searching for. You can start typing short phrases like “med spa…” “Emsculpt…” or “tattoo removal…” and Google will tell you exactly what people in your area search for. This is one of the simplest yet most powerful data driven keyword tools.

When you incorporate intentional, high-value local keywords across your website and Google Business Profile, Google finally understands who you are, where you are, and who you serve — and it starts showing you to those ready-to-book clients.

Build a Review Strategy That Boosts Rankings and Builds Trust Automatically

If local SEO were a game, reviews would be the scorecard. Reviews directly affect your Google Maps ranking, and they heavily influence whether someone who is searching chooses you or a competitor. Reviews build immediate trust, and when you embed them on your website as well, we’ve seen them dramatically improve booking rates.

But most med spas struggle with getting consistent reviews. It can be awkward to ask, or your client is running out the door to their next obligation or they simply forget. If they’re not business owners themselves, it’s hard to convey the importance of that review. To change that, we recommend making review requests part of your process - consistency is key. Include a link to leave a review in your post-appointment emails, and your SMS follow ups. Print your QR code and frame it at your front desk or have it professionally printed on a plastic table tent. When the “ask” becomes a natural habit, reviews start to accumulate.

The next step in your review strategy is to make sure you ask for specifics. Instead of a generic, “Would you mind leaving a review?,” let them know exactly what you need. “If you feel comfortable, would you mention the service you received and your experience with our team? That helps others feel confident choosing us.” Google sees keywords in reviews.

That’s also true of your responses. Be sure you respond to every review. This (again) signals to Google that your profile is engaged and active. Responses also give you another chance to include the keywords you want to rank for. Plus, your responses signal to your clients that you are a professional that truly cares. If you get a negative review, there are clear strategies to address that situation. In a general sense, respond to those as well. Never argue or get defensive. Acknowledge their experience and move the conversation offline. This protects your reputation and your ranking.

Add Location Pages and Service Pages To Your Website That Help You Rank in Multiple Areas

If your med spa serves multiple neighborhoods or nearby cities, you need to tell Google that explicitly. One of the best SEO practices for med spas is building high-quality location-specific pages for each location, and dedicated, clear optimized service pages for each service you offer.

This is important because Google ranks pages—not entire websites. That means you can rank your Botox page separately, you can rank your laser page separately and you can rank pages for each neighborhood you serve. This creates multiple entry points for new, ready-to-book clients.

How to build high-performing location pages:

Build location-specific pages for every location you serve. That may mean you have multiple locations - or it may just mean you pull from a larger radius. Taking the time to do this tells the search engines that you’re relevant to people searching in that specific area. Include a great H1, a linked map for driving and parking information, specific services offered there and any local involvement or testimonials.

How to build high-performing service pages:

Service pages not only fuel your SEO engine, but also give you the opportunity to drive direct traffic via organic or paid links. If you post on Facebook or LinkedIn, you can include relevant service links. If you send out an email newsletter (yes you should be!), you can send traffic right to that specific service (and if you use a sophisticated CRM like Keap/Thryv, you can tag those clicks and follow up with service-specific nurture campaigns). 

Each page should include a clear H1, description of the service, what to expect, pricing, FAQs and direct booking link.

Make Your Med Spa Website Conversion-Ready So Local Visitors Book ASAP

Getting traffic is only half the equation. If your med spa website isn’t built to convert, clients slip away. This starts with clear and simple navigation, designed to serve visitors all along the customer journey. That means service-specific pages (Botox, Laser, Memberships, etc.) as well as condition-specific pages (anti-aging, menopause support). Clarity is kindness - make sure it’s as easy as possible to understand what you do, how it will help them, and how they can get it.

When we talk about conversion optimization, it’s vital to have your Book Now button in the top right of your main navigation, persistent so that whenever they decide to move forward, it’s accessible and easy to find. Your CTA might be “Request an Appointment” or “Get Started” but whatever the next step you want clients to take is, make it clear.

Getting back to the more technical side of SEO, pay attention to your mobile design. Design for mobile first, desktop second. Most med spa clients are browsing and booking from their phones so if that experience is clumsy or cumbersome, you’re missing opportunities. Similarly, pay attention to page speed. If your site takes more than 3 seconds to load, visitors will bounce before they read a word. While Google loves images, you must optimize them for fast load times.

When we talk about the copy on your website, it’s vital that you speak like a guide, not a physician’s manual. Get your messaging right so that your ideal client or patient instantly knows they are in the right place. The perfect messaging will magnetically attract the right client, and similarly repel the ones you don’t want to work with. Both of these are equally important! When your site is both optimized for local SEO and built to convert, you win twice:

More visitors → More bookings…Get found  → Get booked

Track the Metrics That Show Whether Your Local SEO Is Working

As a Med Spa CEO, you need the numbers that bring you clarity. You want to know the time, money, and effort are paying off. That’s why it’s vital that you pay attention to your metrics and become data-led in your decisions. The metrics you’ll want to pay attention to are: 

• Your Google Maps ranking - are you showing up in the top 3?
• Your website traffic from local searches. GA4 and GSC can provide data on “near me” queries and city-based searches
• Your GBP insights - impressions, clicks from profile, calls from profile, messages, bookings
• Number and quality of reviews - are they growing? Do they include keywords?
• Conversion rate - how many visitors do you have each month, relative to the bookings you receive? This can inform decisions later around paying for traffic to drive bookings.

When you monitor these SEO metrics consistently, you can make smart, strategic adjustments—and watch your bookings rise.

A Quick Note on AEO & GEO: What Med Spas Should Know About AI Search in 2026

I promised we’d talk about AI search, because if you’ve been running a business over the last 18 months, you’ve probably noticed a major shift in how people find answers online. Platforms like ChatGPT, Perplexity, Google’s AI Overviews, and even TikTok search are changing how clients gather information about treatments, providers, and results.

This shift is where AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) come in. It can be a lot to wrap your head around, so here’s what you actually need to know as a med spa owner:

First, don’t sleep on this. AI search is growing - quickly. People are asking AI tools more in-depth questions like: “What are the side effects of Botox?,” “Does it matter which weight loss injection I choose?,”and “How painful is a thread lift?” AI platforms pull their answers from business listings, websites, reviews, and publicly available data.

You want to appear in those recommendations. It builds trust, it builds authority, and it builds your business. The good news is that all the local SEO work you’ve done is the foundation of your AI visibility. In other words: If you do SEO right, you’ve already done 80% of what’s needed for AEO/GEO. Continue to focus on clarity, and check out Marcus Sheridan’s book “They Ask You Answer” for a great framework for building this kind of content. Keep your writing conversational, structured, consistent. These small steps make it easier for large language models to confidently recommend your med spa when someone nearby asks for treatment guidance.

Remember that AI won’t replace traditional local search - especially not for med spas. When someone is ready to book, they don’t want an in-depth explanation or a generalized answer. They want to know who’s convenient, who’s highly rated and trusted by their neighbors.

So while it’s smart to be aware of AEO and GEO, the best way to get recommended by AI engines is still to pay attention to Google Maps, the Map Pack and local SEO. AI search supports the research phase, but the purchase moment still happens on Google—and will for a long time. So in other words, Master the basics, and AI platforms will follow.

Local SEO is still the #1 driver of booked appointments for med spas, because AI platforms rely on Google’s data for geographic relevance. If your Google Business Profile is strong and your website clearly communicates who you are and what you offer, AI tools are more likely to recommend you

Your Next Step: Create a Local SEO System That Brings in Clients All Year

Local SEO is not a task, it’s a system—a repeatable process that helps your med spa stand out so that you can get found and get booked. From there, you have the ability to grow and scale. When you understand how local SEO works and put that knowledge into action, your reputation grows, and your schedule fills with clients who already know, like, and trust your business.

More About Salt Marketing - Marketing For your Wellness Business

Get Found. Get Booked. Love Your Practice Again. At Salt Marketing, we do marketing the right way: with message-first strategy, proven systems, and support that’s actually built for wellness CEOs. We help you grow your wellness business with a message that converts and systems & strategy that scale.

Salt Marketing is a trusted partner for med spas and wellness practices that are ready to grow with clarity, confidence, and a strategy that actually works. We specialize in helping established practitioners get found and get booked through a powerful blend of StoryBrand messaging, SEO, marketing automation, and authentic, relationship-driven content.

Founded by Jennifer Orechwa based on over 30 years of entrepreneurial and digital marketing experience, Salt Marketing has supported wellness, functional medicine, aesthetic, and wellness providers as they’ve clarified their message, built stronger marketing systems, and attracted more of the right clients.

From high-converting websites and SEO to content strategy, video, email automation, and social media, Salt Marketing delivers a complete marketing system designed specifically for wellness professionals. Our approach is simple: empower you with the tools, strategy, and support you need so you can focus on what you do best—changing lives.

Salt Marketing is an AmSpa Platinum Vendor. To learn more or schedule a complimentary marketing strategy meeting, visit https://saltmarketing.co or email us at grow@saltmarketing.co.