by Thomas O’Grady of Pure Aesthetics Marketing
If you run an aesthetic clinic or medspa, you’ve probably heard that SEO and keyword research are essential for attracting new clients online.
But let’s be honest, most clinic owners don’t have the time (or desire) to dive into complex SEO tools or decipher keyword metrics.
You just want more of the right people finding you and booking treatments.
That’s exactly what this guide is for. We’re going to break down how to do keyword research for your clinic — step-by-step, without the fluff — so you can start showing up where your ideal clients are searching.
Why Keyword Research Matters for Clinics
Keyword research is simply the process of figuring out what your potential clients type into Google when they’re looking for treatments like yours.
When done right, it helps you:
- Show up for local searches (“Botox near me,” “Microneedling in London”)
- Reach high-intent buyers (people ready to book)
- Create content that answers real client questions
- Outrank competitors, even larger clinics
Here’s the truth: over 75% of users never scroll past the first page of Google (Backlinko, 2024).
If your clinic isn’t visible there, you’re invisible to most of your market.
💬 The Real Problem: Why Clinics Struggle with Keyword Research
We work with aesthetic clinics and medspas every day, and we’ve noticed the same five pain points come up again and again.
Let’s go through them and more importantly, how to fix them.
1️⃣ “I Don’t Know Where to Start.”
Most clinics feel overwhelmed. They’ve heard of “SEO” but aren’t sure what that means for them.
Here’s how to start simply:
- List your top 5 services. (Botox, fillers, laser hair removal, microneedling, facials)
- Add your city or suburb.
- Example: “lip fillers London,” “laser hair removal Dorset”
- Use Google Autocomplete. Type your service and see what suggestions appear. Those are real searches from your audience.
💡 Pro tip from us: You don’t need fancy tools yet. Start with what your clients already ask during consultations. Those are real-world keywords.
2️⃣ “I Don’t Know Which Keywords Bring Paying Clients.”
Here’s the secret: not every keyword will get you bookings.
Some are just “research” terms, while others show purchase intent.
Think of it like this:
| Type | Example | What It Means |
|---|---|---|
| Informational | “What is microneedling?” | Early-stage research |
| Comparison | “Microneedling vs chemical peel” | Deciding between treatments |
| Transactional | “Best Botox clinic near me” | Ready to book |
How to apply it:
- Use informational keywords for your blog content — these help educate and build trust.
- Use comparison keywords in blog posts, FAQs, or landing pages where people are choosing between options.
- Use transactional keywords on your service pages and Google Ads to capture people ready to book.
3️⃣ “I Can’t Compete with Big Clinics.”
This is one of the most common fears we hear: smaller clinics thinking they can’t rank against national chains.
Here’s the good news: you don’t have to.
You can win with local and long-tail keywords. These are longer, more specific searches with lower competition (and higher conversion rates).
Examples:
- “Lip filler before wedding in Poole”
- “Acne scar microneedling near Newcastle”
We’ve seen local clinics rank on Page 1 of Google by focusing on location-based keywords rather than the whole city.
✅ Pro tip from us: Add your location or nearby landmarks on your website and Google Business Profile (like “medspa near [mall name]”).
4️⃣ “I Don’t Have Time for Complex Tools.”
We get it. You’re running a business, not an SEO agency. But keyword research doesn’t need to take hours.
Here’s a simple 30-minute clinic keyword method we recommend:
- Go to Google Keyword Planner (it’s free).
- Type your core services.
- Note keywords with:
- Search Volume: 100–1,000/month
- Competition: Low–Medium
- Export or copy them into a spreadsheet.
- Sort by intent and location.
Extra tools (optional but powerful):
- AnswerThePublic – find questions your clients ask
- Ubersuggest – view competitor keywords
- Google Trends – spot seasonal search peaks (like “laser hair removal summer”)
👉 Our experience: One clinic we worked with found the keyword “microneedling for acne scars cost” — low competition, local, and intent-driven. Optimizing one page for that phrase brought in 20+ leads in 2 months.
5️⃣ “I Don’t Know How to Use Keywords Once I Find Them.”
This is where most clinics stop: they collect keyword lists but never apply them correctly.
Here’s how to use your keywords strategically:
For Website Pages:
- Title tag: “Botox in Bournemouth | Glow Aesthetic Clinic”
- H1 heading: “Safe & Effective Botox Treatments in Bournemouth”
- Meta description: “Looking for Botox near you? Our Bournemouth medspa specializes in natural, lasting results.”
- Page content: Naturally weave keywords (2–3 times).
For Blogs:
- Write posts answering real questions (“How long does Botox last?”)
- Use 1–2 related keywords per post
- Add internal links to your service pages
For Google Business Profile:
- Include main services in your description
- Add keyword-rich posts (“Get glowing with our new Hydrafacial in Maidstone!”)
💬 Example: A Real Clinic Keyword Journey
Let’s say you run “Radiant Glow Medspa” in Southampton.
Here’s what a mini keyword strategy could look like:
| Service | High-Intent Keywords | Supporting Blog Ideas |
|---|---|---|
| Fat Freezing | fat freezing Southampton, fat freezing near me, best fat freezing clinic Southampton | “Fat Freezing vs Liposuction: Which Is Right for You?” |
| Lip Fillers | lip filler Southampton, juvederm near me, lip filler cost Southampton | “5 Signs You’re Ready for Lip Filler” |
| Microneedling | microneedling Southampton, acne scar microneedling near me | “How Microneedling Heals Acne Scars Faster” |
Each service page targets the main phrase, and each blog answers a question or comparison — boosting authority.
Result? Google understands your expertise, users find what they need, and bookings increase naturally.
💬 My Own Experience With This
When we first started working with aesthetic clinics, most of them had beautiful websites but almost zero search visibility.
They were posting on Instagram daily but missing out on the people who were already searching for their treatments.
Once we showed them how to pick local, intent-based keywords and optimize their pages, results came quickly.
We’ve seen single-location medspas go from page 5 to page 1 on Google in under 90 days with just smart keyword planning and consistent optimization.
And here’s the best part: those visitors don’t just browse. They book.
“Its crazy to think that I only started my business 3 years ago. Its been a whirl wind ride but the team at Pure Aesthetics marketing have been by my side all the way.
I am so happy with the results we have been able to achieve, we just hit our first 80k month”
- Stacey of Beauty Sculpting Room ⭐⭐⭐⭐⭐
💡 Pro Tips From Us to You
Here are a few underrated but game-changing tips we always share with our clinic partners:
- Use patient language – “lip filler” beats “hyaluronic injection” every time.
- Mine your reviews and DMs – Real client phrases make the best keywords.
- Target seasonal terms – “Wedding Botox timeline” in spring, “holiday glow facial” in fall.
- Build keyword clusters – Instead of one keyword, group related ones (e.g., botox near me, botox cost, botox for men).
- Refresh quarterly – SEO trends shift fast. Update your keyword plan every 3 months.
🚀 Ready to Attract More Clients?
Keyword research isn’t just an SEO task — it’s your roadmap to growth.
When you understand what your clients are searching for, you can meet them exactly where they are and turn those searches into real bookings.
And you don’t need to be an SEO expert.
You just need a little direction, a few good tools, and a clear plan to start.
We’ve helped dozens of aesthetic clinics and medspas use keyword research to go from invisible to fully booked.
If you want to do the same, start small: pick one treatment, find five real search terms, and optimize one page this week.
Trust us — the compounding results will surprise you.
✨ Your Next Step
If you’d like a free Clinic Keyword Starter Sheet with example keywords, templates, and a simple process to fill in for your city, reach out to us.
Let’s make your clinic easier to find and impossible to ignore.
📞 07593830332