Digital marketing is a constantly evolving and growing field. It can be difficult to try and keep up, especially when you run a business like a med spa where you are also concerned about scheduling appointments, stocking supplies, and giving out treatments to your customers. But without utilizing digital marketing techniques, you may find yourself lost to the competition and struggling to find new business.
One form of digital marketing that continues to provide real ROI for small businesses like med spas is organic search, or local SEO. But what exactly is organic search, and how can local SEO make a difference in your marketing efforts? In this blog, we break down what it all means and show you why investing in organic search matters. We’ll also give you the most important organic search best practices for med spas, so you can change the course of your marketing trajectory.
What is Organic Search or Local SEO?
Organic search and local SEO are two terms that essentially talk about the same thing: getting found online in your community. When you search on Google for information, all of the results that are displayed underneath the paid ads are organic search results. They will have a blue website link, a headline, a snippet description from the page, and your URL, and sometimes include other information like relevant links or even contact information.
Local SEO ties in specific keywords that are relevant to your area. For example, if someone searches “what is a med spa”, they will get results from around the world that rank high for that search term. But if someone searches “med spas near me” or “med spas in city/region”, they get a whole new list of results that are localized to their immediate area.
By combining organic search and local SEO, you can get discovered for the important and relevant terms that matter to your customers and your business while also promoting your location to people who are in your area and can become customers.
What Factors Determine Your Visibility in Local Organic Search Results?
The placement of your website and your pages on Google will depend on a few factors. These factors are where your search marketing efforts need to go because the better search engines rank your content in these areas will determine how high up in the search engines results pages you go.
Google Business Profile
Your Google Business Profile is an online directory where you can claim your business and list relevant information, like hours, contact information, website info, FAQs, reviews, services offered, and promotions. The more robust and filled out your Google Business Profile is, the more legitimate your business will appear to searchers online.
Social Media Profiles
The next place that is relevant to organic search results is your social media profiles. When someone searches for something online, your social media pages might pull up as results. In the same vein, social media sites are like search engines of their own. People use location tags to search for local businesses near them and view content posted by people in their area.
Website Content
The final major category that affects your search results is your website. Most search engines will pull website pages and blog posts from websites to populate the search results. By having a professional website that is well-designed, easy to navigate, and has great content, you can impress the search engine algorithm and help your site be viewed as more legitimate and authoritative, and therefore more deserving of a seat high in the results.
Benefits of Appearing in Organic Search Results
When you rank high in organic search results, you can receive many benefits that help your med spa grow and increase your digital presence. Here are some of the major benefits that having a great organic search strategy can deliver:
- Greater online visibility
- Outrank your competitors
- Drive more traffic to your website
- Educate your customers so they are more likely to buy from you
Organic Search Best Practices for Med Spas
Now that you know more about what it means to rank high in organic search results and use local SEO to your benefit, let’s go through some of the organic search best practices for med spas, so you can jumpstart your marketing strategy.
1. Improve Your Google Business Profile
Your Google Business Profile is one of the most prominent parts of your potential organic search results. Your business profile can load as an organic search result, and your map location can also appear for local SEO searches. Make sure your platform is as filled out as possible with contact details, posts, review replies, photos and videos, and even answers to relevant questions asked by searchers.
2. Be Active with Posting
Posting actively on social media shows search engines that your business is active and alert. You can also take your posts from social media and share them directly on your Google Business Profile, which helps the algorithm group your platforms together and appear higher in search results.
3. Maintain Consistency
It’s essential to maintain consistency across your digital profiles and platforms. If you have your name spelled differently, or use a different article in different online directories, algorithms won’t know what to make of it. You should also make sure information like your logo, name, address, hours of operation, and phone number are consistent across all channels.
4. Claim Your Local Directories
Just because Google Business Profile is the biggest online directory doesn’t mean it’s the only one. You should claim your med spa business in as many directories as possible, including on other search engines like Bing or Yahoo and in any relevant industry publications. You should then optimize your directory presence with photos, reviews, and other relevant information about your business.
5. Optimize Your Website Content
Another important factor to consider is your website content. The better the structure of your website and the quality of your content, the better ranked you will be on search engines. Make sure you have a consistent and sensible URL structure, your title tags and headers are correct, you have detailed meta descriptions for each page, and your content is high-quality.
6. Add Location Pages to Your Website
Getting found in local search engine results can be more difficult if you have multiple locations or service clients in different areas. One way to help get discovered locally with multiple areas of operation is with location pages. Have a different web page for each location or branch, and use localized keywords like city or county names on those pages.
7. Create Local Content
Another way to get discovered locally is with local content. Talk about local events and trends, post news pages for any local activities you’ve been involved with, and mention your location in blog posts to solidify your location to search engine algorithms.
8. Make Your Website Mobile-Friendly
Most people do their searches on their mobile devices. If your website is only designed for desktop users, you could be making life difficult for potential clients and turning them away before they ever engage with your content. Make your website mobile-friendly by monitoring image sizes and screen placements for your content.
9. Engage Your Local Community
Finally, it’s important to be involved and engaged with your local community. You should sponsor events or teams if possible, and make sure that your name is listed on other local business websites that you have a good relationship with. You can get backlinks from other local businesses and help improve your relevancy and authority with search engines to boost your local SEO results.
Attend a Surefire Local Marketing Platform Demo
At Surefire Local, we understand how important it is to have control and visibility over your marketing efforts. That’s why we’ve created an all-in-one business intelligence and marketing software solution that brings together all parts of your med spa marketing strategy into a single place. You can track keywords, view your rankings, improve local SEO efforts, and create new content for your website all in one location.
To learn more about Surefire Local and how we can help you change the trajectory of your marketing efforts for the better, get a demo of Surefire Local today. There you’ll learn all the tools and capabilities the platform offers and how it can help you take your digital marketing program to the next level.