Medical spas operate in one of the most competitive and high-value local search categories.
When I run audits for medical spas, the same pattern shows up almost every time: exceptional services, outstanding client results, beautiful facilities, and a Google Business Profile that looks like it was set up once and forgotten.
The medspa category is one of the most competitive in local search. Clients searching "botox near me" or "medical spa [city]" are high-value, high-intent, and ready to book. The practices ranking at the top of those searches aren't doing anything revolutionary. They're doing the fundamentals, consistently.
This playbook adapts well to other industries, for example local SEO for orthodontists.
Medical spas sit at the intersection of healthcare and aesthetics, which creates specific challenges for local SEO that a standard beauty salon doesn't face.
Google applies higher scrutiny to health and medical queries under its Your Money or Your Life (YMYL) guidelines. Listings and content in the medical category need stronger trust signals than a typical service business. Reviews must be authentic and comply with healthcare privacy requirements. And the category selection on your GBP significantly affects which searches you appear in.
The upside: clients searching for medical spa services have high intent and high lifetime value. A single new patient from Google can mean thousands of dollars in annual revenue. The ROI on local SEO done right is significant.
📊 Flento Data: Flento's analysis of healthcare and wellness listings found that medical spas with 30+ reviews and weekly GBP activity appear in the Local Pack for high-value treatment searches ("botox near me," "laser hair removal [city]") at 3x the rate of inactive listings.
🛠️ Action Step: Search "medical spa near me" and the name of your most booked treatment from your city. Note who's in the top 3 and what their profiles look like. That's your benchmark.
Other local businesses face this exact challenge, such as local SEO for dermatologist.
Category selection is where most medical spas lose rankings before they start.
The correct primary category for most medical spas is "Medical spa", not "Day spa," not "Skin care clinic," not "Beauty salon." Google treats these as meaningfully different business types with different search associations.
If you offer specific medical treatments, secondary categories help you capture those searches:
⚠️ Common Mistake: Using "Spa" or "Day spa" as your primary category. These categories don't rank for medical treatment searches. Clients looking for Botox or fillers aren't searching for a day spa, they're searching for a medical provider. Your category needs to reflect that distinction.
💡 Pro Tip: If you have both a medical director and aesthetic services, check whether "Medical clinic" as a secondary category helps capture patients searching for the medical supervision angle of your services.
🛠️ Action Step: Review your current primary and secondary categories. If "Medical spa" isn't your primary, change it today. Add relevant secondary categories based on your top 3 revenue-generating services.
A medspa's GBP description serves two purposes: it helps Google understand which treatment searches to match you to, and it tells prospective clients why you're the right choice over competitors.
Most descriptions I audit read like a brochure: "We offer state-of-the-art treatments in a luxurious environment." That's generic and rankable for nothing. Here's the framework that works:
Line 1: Your city and what you specialize in. Line 2: Your 4–6 most-searched treatments by name. Line 3: What distinguishes you (medical director, specific certifications, years of experience, technology used). Line 4: Appointment availability and location reference.
Example:
"[Practice Name] is a medical spa in [City, State] offering Botox, dermal fillers, laser hair removal, CoolSculpting, chemical peels, and microneedling. Our treatments are administered by licensed medical professionals under physician oversight. Located in [neighborhood], we serve clients from [nearby cities]. Book online or call for a consultation."
That description contains location signals, treatment keywords, a credibility signal (physician oversight), and a booking call to action, all things Google uses to match your listing to high-intent treatment searches.
🛠️ Action Step: Rewrite your description using the four-line framework above. Include your top treatments by their exact search names, Botox, not "neuromodulator"; filler, not "injectables."
In the medspa category, photos do double work: they signal listing activity to Google's algorithm, and they build the trust that converts a searcher into a booking.
Clients considering aesthetic medical treatments are making a significant decision. They want to see: the facility, the team, the technology, and ideally, before/after results (where compliant with advertising guidelines).
What your medspa photo profile needs:
Cover photo: Your reception area or treatment suite, clean, professional, well-lit. This sets the first impression before anyone clicks into your listing.
Team photos: Your medical director and treatment providers. Faces build trust faster than any other photo type in the healthcare category.
Facility photos: Treatment rooms, equipment, common areas. Clients are evaluating your facility before they book.
Treatment photos (non-patient): Your technology, laser devices, treatment chairs, skincare product displays. Show what you use.
Before/after photos: These are high-value conversion content, but follow your state's advertising guidelines for medical procedures. Many states require specific disclosures for before/after medical aesthetics advertising. When in doubt, consult your medical director.
🔥 Quick Win: Add your team photos this week if you don't have them. A medspa profile with no staff photos underperforms against competitors whose team members are visible and identifiable.
🛠️ Action Step: Upload at least 15 photos this week. Prioritize: cover photo, 3 team photos, 5 facility photos. Add 3–5 new photos every month going forward.
Review management for medical spas requires attention to healthcare-specific considerations, but most practices overcomplicate this and end up with a weak review profile as a result.
The HIPAA concern: you cannot disclose or confirm in a response that someone is a patient. But you can ask satisfied clients to share their experience, the request itself isn't a HIPAA violation, the patient is choosing to share their own information publicly.
The Flento Review Velocity Method for medical spas:
Ask at checkout immediately after a positive appointment. "We'd love it if you could share your experience on Google, new clients often find us through reviews." Hand them your QR code card.
Send a follow-up text the same day. Timing matters in healthcare reviews, the further from the appointment, the lower the conversion rate.
Respond to every review without confirming patient status. Example response to a review mentioning their Botox treatment: "Thank you for the kind words! We love hearing about positive experiences at our practice. See you at your next visit." No confirmation of treatment. No names. No specifics beyond what the reviewer shared publicly.
Never incentivize reviews. The FTC prohibits incentivized reviews that aren't disclosed, and Google's guidelines prohibit reviews in exchange for discounts or free services. The ask itself, genuine and personal, is the only tool you need.
💡 Pro Tip: Add a dedicated "Leave a Review" button to your post-appointment communication system (email or text). Even one review per week compounds significantly over a year, 52 new reviews is the difference between a stagnant profile and a thriving one.
🛠️ Action Step: Set up your review request process this week. Define who asks (front desk or provider), when they ask (at checkout), and what the follow-up message says.
The GBP Services section is one of the most underused features in the medspa category, and one of the most effective for treatment-specific searches.
The Services section lets you list individual treatments with names, descriptions, and prices (optional). When Google matches a search for "CoolSculpting near me" or "laser hair removal [city]," having that specific treatment listed as a service in your GBP is a direct signal that you offer it.
For medical spas, set up service categories that match your treatment menu:
Category: Injectables
Category: Laser Treatments
Category: Body Contouring
Each service entry should include a 2–3 sentence description using the treatment's common search name, not clinical terminology.
🛠️ Action Step: Set up your GBP Services section this week. List every treatment you offer, grouped into logical categories. Use the names clients search for, not the clinical terminology you use internally.
Flento's Google Business Profile Optimizer runs automated audits against the criteria in this guide, category accuracy, description optimization, photo freshness, review health, service completeness, and activity signals. For medspas that are strong on service quality but weak on their digital presence, the audit identifies exactly where the gap is.
For review management, Flento's Google Review Management Software automates the post-appointment review request, customizable to your practice's voice and healthcare compliance requirements. The dashboard manages responses across all reviews in one place.
For NAP consistency across Yelp, Healthgrades, Zocdoc, and other healthcare directories, Flento's Business Listing Management Software runs the Flento NAP Lock to flag inconsistencies before they affect your ranking.
✅ Done? See how Flento automates review requests and GBP management for healthcare → Try Flento free
Is it HIPAA-compliant to ask patients for Google reviews? Yes, asking patients to leave a review is not a HIPAA violation. The patient is choosing to share their own information publicly. The key rules: don't confirm in your response that the reviewer is a patient, don't share or confirm any treatment details beyond what the reviewer has already stated publicly, and never incentivize reviews with discounts or free services.
Should medical spas be listed under "medical" or "beauty" categories? "Medical spa" is the most accurate and effective primary category. For treatment-specific searches (Botox, laser hair removal), the "Medical spa" category performs significantly better than "Beauty salon" or "Day spa" categories.
How do I handle a negative review that reveals private patient information? If a reviewer mentions specific treatment details, you cannot confirm or deny that information in your response. Respond generically: "We take all feedback seriously and encourage you to contact us directly to discuss your experience." Flag the review for potential removal if it contains PHI that the patient may not have intended to share publicly.
Do medical spa websites need special SEO treatment? Yes, medspa websites fall under Google's YMYL category, which means content quality, author credentials, and E-E-A-T signals matter more than they would for a typical service business. Your website should include clear information about your medical director's credentials, your medical affiliations, and the clinical training of anyone performing treatments.
