Booked & Ranked: The 4 Types of SEO Every Med Spa Needs

If you’re looking to elevate your med spa’s online presence, search engine optimization SEO is your best tool. But SEO isn’t just one thing—it’s a multi-layered strategy that helps your website rank higher, attract more traffic, and convert visitors into paying clients. In this guide, we’ll break down the four types of SEO and how they work together to boost your practice’s visibility.

What are the 4 Types of SEO?

1. On-Page SEO: Optimizing Your Website Content

On-page SEO is like perfecting your in-office experience—every detail matters. It’s all about ensuring your website is structured, optimized, and engaging so that search engines (and potential clients) can easily find and understand your content.

Keyword Optimization

Think of keywords as the injectable neurotoxin of SEO—they smooth out your searchability and keep your rankings looking fresh. But let’s be real: keyword stuffing is the SEO equivalent of overfilled lips—it’s unnatural, obvious, and does more harm than good. Instead, keywords should be placed strategically and seamlessly throughout your site to enhance both readability and search visibility.

Metadata Improvements

Metadata is like your front desk—it’s the first thing people see before they decide to walk through your doors (or click your link). If your title tags and meta descriptions are weak, your website’s first impression in search results suffers.

Key metadata elements include:

• Title tags – Think of this as your website’s name badge. It should be clear, keyword-rich, and enticing enough to get people to click them on search engines.
• Meta descriptions – This short blurb is like an elevator pitch—make it compelling so users want to visit your site. It appears below the title tag in search engine results pages (SERPs).
• Header tags (H1, H2, H3, etc.) – Structure matters. These tags help break up content so it’s easier for both Google and visitors to navigate.

In this post, ‘Keyword Optimization’ and ‘Metadata Improvements’ are H3 headings, and they are nestled under ‘1. On-Page SEO […]’ which is an H2 heading. This tells both the reader (and search engines) that the H3 content is supporting or expanding on the H2 content. It helps everyone understand the content on your page, making it more authoritative and valuable for search engines.

All of my med spa web design projects include this type of SEO as a bare minimum. For me, it’s a non-negotiable part of website design. It’s also the ethical thing to do, much like supporting a small chin with filler instead of adding more filler to a patient’s lips. It’s a requirement for structural support and best results.

Internal Linking Strategies

Internal links are like your clinic’s layout—if clients (or Google) can’t navigate smoothly from one area to another, you’re losing them. Thoughtful linking keeps visitors engaged longer, guides them toward booking an appointment, and helps Google recognize your most important pages.

This website strategy, in turn, helps you appear higher in search results. And, yes, in case you were wondering, the link in the previous sentence IS INDEED an internal link 🙂 In fact, most of the links in this blog post are internal links, which brings us to the next example of on-page SEO.

SEO Content Writing

SEO content writing refers to meticulous SEO content strategy on your website’s pages and blog posts. The post you’re reading at the moment is an example of SEO content writing, and it’s a monthly SEO service I currently provide my med spa clients. Writing blogs for personal websites is how I learned to apply SEO strategies that drives organic (see also: FREE) traffic to websites without paying for Google Ads.

2. Off-Page SEO: Building Your Authority Online

If on-page SEO is what you do inside your practice, off-page SEO is your reputation in the industry. Google wants to see that you’re respected, trusted, and talked about online—which means building authority beyond your website.

Backlinks

Backlinks are like word-of-mouth referrals in the digital world. When a high-authority site links to yours, Google sees it as a vote of confidence—but not all backlinks are created equal. A feature on a reputable industry site? Great. A spammy directory link from 2010? Hard pass.

Guest Blogging and Press Mentions

Getting featured in industry publications or writing guest blogs for authoritative sites can do wonders for your online presence. Think of it as networking for your website—the more respected connections you have, the more trust you build.

Social Media Engagement

While social signals aren’t a direct ranking factor, Google takes note of brands that get talked about online. A strong Instagram presence, regular engagement on Facebook, and viral TikTok moments don’t just bring in followers—they reinforce brand credibility.

Client Reviews

Med spas thrive on social proof. Google loves fresh, positive reviews—not just for credibility but also for rankings. If your Google Business Profile is packed with five-star reviews, you’re way more likely to show up in local searches.

3. Technical SEO: The Foundation of a High-Performing Website

A stunning med spa with a malfunctioning booking system is useless—and so is a gorgeous website with poor technical SEO. Google needs to be able to crawl, index, and rank your site properly, or it’s all for nothing.

Site Speed

Slow websites kill conversions. If your pages take too long to load, clients will bounce faster than a poorly placed filler. Google prioritizes speed, so optimizing for fast load times is non-negotiable.

Mobile-Responsive Design

Over 60% of searches happen on mobile, yet some med spas still have clunky, outdated sites that don’t work well on a phone. If your site isn’t responsive, you’re losing potential bookings before they even start browsing.

Security (HTTPS)

Would you trust a med spa with outdated safety protocols? Neither does Google. Having an HTTPS-secured site (not just HTTP) protects client data and boosts rankings.

Structured Data Markup

Structured data helps Google understand your content better and display enhanced search results—giving your site a competitive edge.

Some key benefits of structured data include:

• Star ratings – Displays client reviews directly in search results, building credibility.
• FAQs – Creates expandable question-and-answer sections to provide quick answers.
• Featured snippets – Highlights your content at the top of search results.
• Schema markup – Helps Google categorize business details like services, pricing, and locations for better local visibility.

As a local business, your website needs to have the Local Business schema properly implemented. This schema includes information such as:

• your GPS coordinates (for maps navigation)
• your business hours
• your street address
• your phone number
• the type of business (ex: Health & Beauty)
• your EMR booking link

If your medical website is missing this, you’re literally leaving money on the table.

4. Local SEO: Ranking in Your Geographic Market

For med spas, local SEO isn’t just important—it’s survival. If someone searches for “Botox near me” and you’re not showing up, you’re giving away business to your competitors.

Google Business Profile (GBP) Optimization

Your Google Business Profile is your digital storefront. Keeping it updated with accurate business info, high-quality images, and frequent updates increases your chances of appearing in the coveted Google Local Pack.

Local Citations

Consistency is key. Your business needs to be listed accurately across Yelp, RealSelf, and other directories. A mismatch in your business name, address, or phone number? That’s a ranking red flag.

Client Reviews

The more (genuine) five-star reviews, the better your chances of ranking high in local searches. Encourage happy clients to leave reviews—it’s free SEO magic.

Geo-Targeted Keywords

If your site isn’t optimized for location-based searches, you’re missing out. Using phrases like “best lip filler in [Your City]” helps connect you with local clients actively looking for your services.

How does your website stack up with these types of SEO?

SEO isn’t just about ranking higher—it’s about getting more ideal clients into your treatment chair. A strategic mix of on-page, off-page, technical, and local SEO ensures your med spa gets found, trusted, and booked.

Ready to dominate local search? Let’s make it happen. Explore our monthly SEO packages tailored for the aesthetics industry.