The goal behind any website is to be found online by your target audience. Then, of course, the goal is to keep potential patients around, build trust, and engage them enough that they want to contact you.
The challenge is that there are billions of websites on the internet in which you have to compete with. Thankfully, there aren’t as many medspas, but you still have to think strategically about how you present your practice online. That’s where search engine optimization (SEO) comes in.
SEO is an acronym people throw around a lot, but often don’t fully understand. While it may seem like a complicated concept, it is something that you will want to understand as a means of getting the most out of your medspa’s website.
According to Hubspot, “Improving your on-page SEO can help your inbound marketing efforts immensely by helping you attract the right visitors to your website. You want to optimize your pages for search engines so they can understand who you are, what you do, and what you're writing about.”
Let’s dig into three important ways to easily improve your medspa’s SEO.
1. Be Intentional with Your KeywordsWhen it comes to keywords, where and how you use them is important. Ideally, you want to use one main keyword or keyword phrase throughout each unique page of content. A second keyword phrase or word is also a good idea - often, people use a slightly modified version of their main keyword. The keywords you use, serve as indicators of what your content is about to search engines and to readers.
According to Hubspot, there are five critical places to include your keywords on your website. They are: Titles: The title of each page on your website is important. This is what predominantly shows up in Google searches. Hubspot advises to keep these below 65 characters and to include your target keyword or phrase. Your title can either draw people in or turn them away.
Descriptions:The meta description is what shows up below the title and URL in a Google search. These descriptions are important for telling people what the page is about. It’s important to include your keyword here! You have the opportunity to include meta description for every page of content (including unique blog posts) on your website. Don’t skip this part!
Headings & Content:If someone uses a particular keyword in their Google search, they are obviously looking for more information on that topic. Thus the reason it is important that you use your keywords wisely. Placing them in the headings on each page and in the content you write will help keep you focused and provide the info your potential patients are looking for.
Image Titles and Alt Text:This is one area of SEO that is often overlooked. Simply put, the alt text is what tells search engines what an image is about. An image title is what is shown when someone hovers over a photo. Naturally, using your keywords intentionally in these elements will help tie your photo to the rest of your content.
URLs:The URLs for your website can be customized to include relevant keywords. Be careful to not stuff your URLs with keywords (this will do more harm than good), but use keywords in a way that clearly articulates what that page is about.
Several years ago, it was okay to stuff your content with keywords. People became stuck in a rut and were only writing their content for search engines. If you do this today, you will quickly be penalized by Google. Use your keywords intentionally and sparingly. Write for humans and make sure your content flows naturally and is enjoyable to read.
2. Blog with Your Patients in MindWhen it comes to your medspa’s SEO, Google loves new content. One of the best ways to stay in the good graces of Google is to consistently create original, quality, and focused content. The easiest way to do that is to have a blog!
A blog gives you a platform to provide high-quality information to your current and potential patients. You can use your blog to write about the variety of services you provide, your staff, highlight success stories, and so much more. Again, it’s important to use keywords wisely throughout your content. For each blog post, pick one or two keywords/keyword phrases to use throughout the post.
According to Hubspot’s article, “Blogging for SEO: How to Write Blogs that Rank on Page One,” you need to follow these five tips. (For more info, check out their post!)
Pick Highly-Effective Keywords:You must use the words that your potential patients are searching for. Don’t get fluffy - be strategic and do your research!
Naturally Integrate Keywords Throughout Your Posts:Blog about topics your potential patients are interested in and that coordinate with your keywords. Then, integrate your keywords in the places we outlined in the first point of this blog post. Keep the use of keywords natural and focused.
Link to Influencers:You are blogging to provide value to your patients, right? Don’t be afraid to link to other reputable websites to add more credibility to your blog posts. Google appreciates when you do this.
Aim for Scannable, Longer Posts:While many people may not have long attention spans, search engines prefer lengthier content. The key is to make your content easy to skim with good headers, sub headers, bullets, etc. Also, use short sentences and short paragraphs. Nothing scares people away like lines and lines of text.
Don’t Forget Internal Links:If you are positioning yourself as a resource to your patients, you want to make it easy for them to find more information. By linking to other pages or blog posts on your website, you not only guide them to where they can learn more, but you also make it easier for search engines to crawl your website. This, in turn, helps your SEO!
Don’t blog just for the sake of blogging. Blog with a goal in mind, use quality and focused keywords, and provide value to your readers!
3. Tie Your Social Media Posts Back to Your WebsiteIt’s been proven over and over again that social media does impact your SEO. If you have a relevant and consistent presence on social media, potential patients will find you more easily online. But posting quality content and pretty pictures on a regular basis isn’t enough to make a huge impact. The key is to tie your social media posts back to your website.
So, how exactly do you do this? Well, first of all, make sure that all of your social media profiles are completely filled out. Provide your address, web address, phone number, email address, etc. Make it easy for people to get in contact with you! The thing is, we don’t want someone to find you on social media and just stay there. We want them to be interested enough to visit your website! Your website is where they can learn more, sign up for your newsletter, and ultimately, set up a consultation!
Beyond your profile/bio, you want to make sure you are sharing your blog posts effectively on your social media platforms. Always provide a link to the specific blog post. Beyond sharing your blog posts, don’t be afraid to share different elements of your website. Or, if you are featuring a particular service you provide or a special offer, be sure to include a link back to your website.
When it comes to improving your medspa’s SEO, you want to be intentional, focused, and thorough! Using well-researched keywords, creating original and high-quality blog content, and consistently linking back to your website on social media will make a big impact on how easily and frequently your medspa is being found online.