As a small business, you need to do whatever you can to stand out in a crowd. This is especially true if you’re running a service-oriented business like a med spa. There are no doubt other organizations out there who do what you do. Therefore, how you do it becomes the major differentiating factor that you can use to stand out from your competitors.
It also helps to underline the importance of putting together a search-optimized content strategy for med spas as early on in your business’ lifecycle as possible. According to Google, after performing a search on a smartphone for something near their physical location, about 76% of people end up visiting the associated business within just one day.
Do you want to increase your med spa’s search visibility, improve customer engagement, and generate more high-quality leads than ever? Written content is a big, big part of how you do it. This is true in a wide range of different ways, all of which are worth exploring.
Understanding Local SEO
Search engine optimization, or SEO for short, helps to make sure that your med spa is easily found when people look for businesses like yours on engines like Google. Local SEO takes things one step further and helps attract the attention not of the biggest possible audience, but of the right one – the people who live so close that they’re most likely to become your customers in the first place.
According to one recent study, leads that are generated thanks to local SEO have a massive 15% close rate. All told, about 28% of local searches result in a purchase within just 24 hours. During a time when about 63% of all searches are conducted via mobile devices in the United States, prioritizing local SEO is a perfect chance to reach these coveted individuals, too.
Just a few of the key elements that factor into your med spa’s placement in local search rankings include but are certainly not limited to ones like:
- Having fully optimized website content.
- Optimized directory listings.
- An accurate and complete Google Business profile.
- Your social media presence. Online advertising localization.
- And more.
Website Content Optimization
As you begin to develop written content in all its forms for your med spa, and particularly for your business website, don’t underestimate the importance of localized keywords and phrases. Google’s search engine algorithm looks at more than 200 different factors when determining how sites will rank. Some of those we know, some we don’t. But what we do know is that keywords and phrases are hugely important and the more locally-driven ones you can use organically, the better.
Always structure the information on your website to include local information whenever possible. Utilize location-based meta tags and descriptions as additional opportunities to get those local keywords in.
As you build out your content, write in natural language and be sure to use local lingo wherever it makes the most sense. Don’t go out of your way to do it or force it, but if it works, by all means.
In terms of your med spa’s blog, always create content with a local focus whenever you can. Incorporate not only local events but also news and even trends to show people that you actually operate in and care about the same area that they do.
Directory Listings Optimization
With regard to directory listings for your med spa, always choose relevant directories for A) your industry, and B) your area. If you can find a business directory that is focused on med spas and other health-related organizations, that’s great. If you can find one that is dedicated to the specific geographic area you serve, that’s even better.
Regardless, maintain consistent NAP across all platforms. That stands for “Name, Address, Phone.” Always use the same name presented in the same way on all platforms to avoid confusion. If you have multiple addresses or phone numbers, pick a main one and use those again and again. Avoid confusion whenever possible.
You should also encourage as many of your existing, satisfied customers as possible to leave reviews across the Internet. They can do this not only on those directory listings, but on dedicated review platforms like Yelp as well.
Google Business Profile Optimization
One powerful source of written content that a lot of people don’t spend enough time thinking about has to do with their Google Business profile. If the vast majority of people are going to find you for the first time via Google, that profile may very well be the first thing they actually see. Therefore, it’s in your best interest to make the most of it.
Be sure to complete all sections of your profile and include the same accurate business information (including your operating hours) that you’ve been listing everywhere else.
Over time, work to keep your profile active and engaging. Utilize photos, question and answer sessions, and respond to customer reviews. The more frequently you can update your Google Business profile, the more attention you’ll be able to attract to it.
Social Media Localization
Another major form of written content that you can localize for your med spa has to do with everything you’re posting to your various social media platforms. Whenever possible, you should always tailor your social media posts to your local audience for the best results.
Engage with your community in all its forms. Don’t just communicate directly with your followers, although that is an opportunity you shouldn’t overlook. You should also reach out to other local businesses to see what relationships develop. They don’t even have to be med spas. Promote local events and partnerships as they develop to capture as much attention from those around you as you can.
Online Advertising Localization
When it comes to localizing the online ads that you’re putting out into the world on behalf of your med spa, always try to write ad copy that speaks to your local community whenever possible. Obviously, this won’t always be the case. Sometimes an ad needs to be just an ad designed with mass appeal in mind.
But if the opportunity presents itself, take it – that’s a good rule of thumb to live by.
You can also leverage ad extensions that will enhance your local credibility. Ad networks are capable of targeting that is so specific that you can even get your content in front of people from specific zip codes if you want.
Even if you have a 1-800 number or something to that effect for your med spa, always display a local phone number if you can. This is again a perfect way to establish local credibility among those who will recognize it as one of their own.
Measuring Success
Finally, be sure to always track your local search rankings and website analytics on an ongoing basis. When you first launch your med spa’s digital presence, you’ll establish a baseline of “success.” Consider it a foundation to build from.
Take a look at what is working and what isn’t. Double down on the former and get rid of the latter. Go back to those local search rankings and website analytics. Is your med spa ranking higher for your desired keywords? Are you getting more traffic? Are conversions increasing? What have you changed? What made the most impact?
Take that information and really look at your customer engagement and conversion rates in particular. Over time, you’ll begin to see exactly which actions are the most successful – which means you’ll know precisely what to do again and again.
Adjust all your written content and digital marketing strategies based on actual performance metrics. Don’t guess. Let the numbers tell the story and make it a priority to go exactly where they take you.
Using Written Content to Your Med Spa’s Advantage
Ultimately, if localizing your online presence is one of the most important objectives of your larger digital marketing strategy, high-quality written content becomes a big part of how you do it.
Localization is less the product of any one major step that you’ll take and is more about a new approach to what you’re publishing and where. Pay attention to those local topics people care about. Use local terms and participate in community events. Expand your network. Slowly but surely, you’ll establish a reputation for your med spa over time. You’ll be seen as the local authority with a voice worth paying attention to, which is exactly as it should be.
At Surefire Local, we pride ourselves on our ability to help small businesses establish their online presence by creating local signals across various platforms and profiles. It’s about localization, yes – but it’s also about making it as easy as possible for people to find you.
Surefire Local is an all-in-one marketing platform for local businesses like your med spa. In terms of your website and local SEO optimizations in particular, we can help create geotagged content that gets published in a number of places, all of which reflects positively on your brand.
Just a few of the other ways that Surefire Local can help with a search-optimized content strategy for med spas include ones like:
- Online review management. Social proof is huge these days and reviews absolutely have an influence on prospects in a service-oriented business like med spas. We can help you send review requests, write responses to the reviews you already have, and even analyze your brand sentiment – all to learn exactly what your customers think about your med spa.
- Directories management. We can help you claim, edit, and publish new content like photos or special offers. Not just to your Google Business profile, but across more than 80 online directory listing platforms.
- Content marketing. It’s finally as easy as using a single tool to create locally targeted and relevant content for your blog, your Google Business profile, those aforementioned business directories, and even your social media profiles.
- Social media management. Speaking of sites like Facebook and Twitter/X, you’ll have access to tools that can help you schedule posts, track your engagement metrics over time, and even respond to comments.
- Local online advertising. Create compelling ads that are laser targeted to help attract only the attention of the customers that are in your med spa’s service area.
- Analytics and reporting. You’ll have full transparency into the performance of your campaign like never before. See the objective truth about how much money your marketing dollars are generating. Our AI-generated recommendations will even suggest specific actions that you can take to see improvements in all the areas that matter most to you.
In addition to our own ongoing support, we also offer helpful educational resources like webinars and blogs that can help you master the art of local online marketing within the context of what you’re trying to accomplish with your med spa.
So if all that sounds like exactly what your search-optimized content strategy for med spas has been missing, terrific – we’re here to help. Click here to attend a Surefire Local demo in your area and if you have any additional questions you’d like to get answers to or concerns you’d like to address, please feel free to contact us today.