LOCAL SEO stands for Local Search Engine Optimization. Local SEO makes you visible online to nearby consumers actively searching for aesthetic services in your area.
MedStar Media’s medspa marketing uses SEO, website design, paid ads, and more to boost your medical practice, increase sales, and improve website traffic.
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LOCAL SEO stands for Local Search Engine Optimization. Local SEO makes you visible online to nearby consumers actively searching for aesthetic services in your area.
46% of all Google searches have local intent. Almost half of all search queries will trigger local results on Google’s Search Engine Results Page (SERP).
Local SEO is vital for small businesses looking to compete in the increasingly saturated aesthetics market.
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To appear in Google’s local search results, begin by completing your Google Business Profile (GBP). GBP is an online business directory. Google uses the Information provided on your Google Business Profile to generate three types of local results.
Google’s local results appear in the “local pack” section on the SERP page. This section is located below the ads but above organic results.
The local pack, sometimes called “Google’s 3-Pack,” displays three results. Each result is a different business listing.
The local pack appears when people search for a service or product using terms with location intent, i.e., “Botox near more.” Additionally, terms with a location in the query, i.e., “The Best Botox in Miami,” also render local results on the SERP.
The local pack appears 93% of the time for searches with local search intent. This kind of visibility matters! Brands that show up in Google’s local 3-pack receive 700% more clicks than brands that don’t.
Your Google Business listing integrates with Google Maps, the world’s most popular online map and directions app.
Insights from local search data show local SEO garnered 32,000 views for one Medstar Media client during November in 2021.
Of those 32,000 views, two-thirds appeared in local search results. One-third appeared in Google Maps.
Google’s knowledge panel, also known as the “knowledge graph,” is an information box that appears in the SERP.
The knowledge panel typically appears when someone makes a brand name search for your business.
The panel contains vital Information taken from your GMB listing. This includes your business address, phone number, business hours, reviews, website, and Q&A.
On desktop, the knowledge panel appears on the left-hand sidebar. On mobile, the knowledge panel typically appears below the ads.
According to Google, “Local results are based primarily on relevance, proximity, and prominence.” Proximity is the biggest difference between local SEO and organic SEO.
Organic SEO is calibrated for a national or global audience. Organic rankings are based on prominence and relevance.
Local SEO narrows its results to the local geographic market the service provider resides in. Local rankings are based on prominence, relevance, and proximity.
“Relevance” refers to how closely a business’s services or products are related to a person’s search query. Basically, does your business offer or sell what the customer is searching for?
Google derives “relevance” signals from:
By optimizing a brand for “relevance” signals, Google matches the right provider with the right consumer.
Proximity is the main factor that distinguishes local SEO from Organic SEO. Proximity refers to the distance between the person performing the search and the physical business address.
Google typically knows a user’s location. When a user searches using a computer, Google refers to the IP address. The IP address reveals the zip code the search is coming from.
When a user searches on their mobile phone, Google uses the phone’s “geolocation.”
Google factors in the “user-to-business proximity.” The physically closer a user is to a business’s address, the more likely the business will appear in local results.
Distance: Sometimes, Google considers a user’s intent instead of their actual location. This typically occurs when a user includes the name of an actual location in their search query, i.e., “The best Emsella in Dallas.” The closer a business is to the location qualifier (“Dallas”), the more likely the business will appear in local results.
Prominence refers to a business’s reputation within the community. Basically, Google wants to list the aesthetic providers considered “the best in the business.”
Google draws upon online and offline Information to calculate a business’ prominence. Influential Information may include:
Local SEO strategies focus on developing as many of these “prominence” signals as possible. Developing these signals helps Google trust your brand and distinguishes your business as a prominent authority for addressing someone’s search query.
Local SEO is a great way for small businesses to increase their online visibility. Here are some tips for improving your local search engine optimization.
First and foremost, claim your business on Google and fill out a Google Business Profile (GBP). Google uses this information to generate its local search results.
List your business in local directories and review sites. Make sure your website is listed in industry-specific directories.
Medstar Media uses brightlocal to list and update our clients in online directories.
Your name, address, and phone number should be listed on your website. Many websites have their “NAP” in the footer (or bottom section of their website.)
Ensure that your NAP is consistent across your website and all other online listings. Use the same phrasing, spelling, and layout.
Local business schema refers to structured data markup code that you add to your website. This code provides search engines with useful information about your business.
Google Business Profile (GBP,) previously known as Google My Business (GMB), is an online business directory. Information provided on your GBP listing is used to generate results across several of Google’s search results, including:
Google developed Google Business Profile to make it easier for users to get the information they need quickly and conveniently. GBP allows you to list, edit, and verify information about your business, including
Google’s 3-Pack is a box containing three different GBP profiles. The box is positioned at the top of the Search Engine Results Page (SERP). The local pack appears when people search for a service, such as Emsculpt Neo using terms like “near more” or “Emsculpt” + location, i.e., “Emsculpt in NYC.”
Data suggests the Google 3-pack shows up in the first position on Google 93% of the time.
Brands listed on Google’s local 3-pack receive a staggering 700% more clicks than brands that don’t
Your GBP listing integrates with Google Maps, the world’s most popular online map and directions app.
Google’s knowledge panel, also known as the knowledge graph or the sidebar, is a box that shows up on the right-hand side of the SERP. The knowledge panel appears when someone makes a brand name search for your business. The panel contains vital Information taken from your GBP listing. This includes your business address, phone number, business hours, reviews, a link to your website, and Q&A.
Do it now if you have not filled out and certified your GBP listing. You cannot afford to miss out on this impression share (visibility).
If you have a verified GBP listing, take advantage of its opportunities for more exposure—upload photos and videos. Write a description of your business and the services you offer.
GBP has a question-answer feature. Use it. Submit your own questions (use questions that your customers most commonly ask you.) And then answer those questions.
The importance of reviews for spas offering aesthetic treatments cannot be overstated. Reviews can give valuable insight into what you excel at and what you can improve on. When patients leave reviews, they are sharing their experiences with others. Asking patients to leave reviews shows that you value their opinion. Meanwhile, you can get ideas on how to keep offering a top-notch service or product.
Why are reviews so important? Let’s say someone living near your spa searches “Cellutone near me” on Google. If optimized correctly, your Yelp page will likely be one of the first results to show up. At this point, visitors want to see glowing and detailed 5-star reviews from satisfied patients. You get extra brownie points if those patients include their transformation pictures showing impressive cellulite reduction after getting Cellutone at your spa! Check all the boxes? New clients will more likely choose you over another facility with neutral or negative reviews.
Now that we have discussed the importance of reviews, let’s explore a few ways to gather them:
Once you have gathered reviews from your patients, it’s time to manage them and maintain healthy relationships with your clients. Just like social media marketing, you must check on your reviews from time to time. Each time you get a positive review, keep the conversation going by writing a short thank-you and personalizing your message. Negative reviews can hurt, but they should not be ignored. You still have a chance at making things right with your customer. Write a thoughtful response apologizing for their underwhelming experience. Let them know the actions you are taking to fix the issue. When you post a public reply to a negative review, you show others that you proactively listen and take the necessary steps to resolve problems.
Optimizing your online review pages is a smart way to get more eyeballs on your business. When doing so, make it easy for people to find what they are looking for, whether it is:
Having as much information and content as possible shows you are invested in building trust with potential clients. In addition to beefing up your online review pages with valuable content, it is essential to keep up with your customers’ reviews. Show appreciation for the positive ones, and offer to make things right for people who expressed they had a subpar experience.
To learn more about both general med spa seo and local med spa seo for your medical spa, request a free analysis and med spa marketing consultation with MedStar Media. We use different strategies and tools to help boost your online traffic and ultimately increase conversions. We will provide actionable tips and real-world examples to ensure the consultation is valuable and worth your time (whether you decide to work with us or not).
For a free, no-obligation med spa SEO analysis and consultation, please fill out the online form below, call or text (801) 890-3847, or email us at [email protected].
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