Are you an aesthetics clinic or medspa owner looking to finally get real, long-lasting results from your website?
You’re in the right place!
Let’s cut through the noise and get right into the nuts and bolts of on-page SEO—the kind that actually moves you up in Google and gets your phone ringing.
Why Does On-Page SEO Matter for Medspas?
First, let’s be clear. If you run an aesthetics clinic or medspa, you need to show up in local search results.
Most of your clients are looking for “Botox near me,” “best medspa in [your city],” or “lip fillers clinic”—and they’re making decisions based on what Google serves up.
And here’s something I’ve seen firsthand: clinics who take a methodical approach to on-page SEO don’t just get more visitors, they get better clients.
The kind of people who are already searching for your services and are ready to book.
That’s why I’m such a stickler for the details we’ll cover in this checklist.
Ps if would would like help implementing any of this from a dedicated aesthetics marketing agency feel free to reach out to us
1. Get Your Toolkit Ready
You don’t need fancy paid tools to do real on-page SEO. For our purposes, you just need two free Chrome extensions:
- SEO Pro Extension
- SEO Quake
I recommend these to every aesthetics business owner I consult. No connection, no affiliate—just practical, time-tested advice.
You’ll use these tools to analyze your own site and your top competitors. That’s the backbone of a solid SEO strategy & aesthetic marketing campaign.
2. Start With the Right Keywords
Your first move? Pick your primary keyword. For example:
- “Laser hair removal [Your City]”
- “Botox clinic [Your City]”
- “Medspa [Your City]”
You’ll use this keyword as a north star for the entire optimization process.
3. Analyse the Competition (The Right Way)
Step 1: Search Your Main Keyword
Fire up Google, type your keyword, and look at the top three competitors in your area.
Tip: Ignore national chains and focus on local businesses, just like you.
Step 2: Benchmark Key Numbers
With SEO Quake and SEO Pro Extension, pull up the following for your site and your competitors:
| Metric | You | Competitor 1 | Competitor 2 | Competitor 3 | Average |
|---|---|---|---|---|---|
| Word Count | |||||
| Header Count (H1-H6) | |||||
| Optimized Headers | |||||
| Primary Keyword Use | |||||
| LSI / Co-Occurring Terms | |||||
| Optimized Anchor Texts (A tags) |
Real-World Example:
For a “Laser Hair Removal London” site, one case had:
- 4,300 words on their page
- 122 headers
- 92 optimized headers
- 270 instances of “hair,” 215 “laser,” 190 “removal,” 38 “London”
For medspas, other main terms might be “Botox,” “filler,” “facial,” “aesthetics,” “clinic,” and your city name.
4. The Right Word Count—The Secret Sauce
Here’s what I see over and over:
- Clinics with not enough words simply can’t compete.
- Over-optimized pages (way too many keywords) can actually hurt you.
How many words should your page have?
Here’s a winning formula:
- Check your top 3 local competitors using SEO Quake.
- Average their word count.
- If Competitor 1 = 3,500
- Competitor 2 = 2,900
- Competitor 3 = 2,200
- Your target? (3,500 + 2,900 + 2,200) ÷ 3 = 2,866 words
- Aim for at least 2,500–2,800 words.
Why does this matter? In a highly competitive niche like aesthetics, information-rich, locally relevant content wins.
Tip: Don’t write fluff! Each paragraph should genuinely answer your potential client’s questions, or showcase your unique value.
5. Header Structure: Your Content’s Backbone
Headers (H1, H2, H3, etc.) aren’t just for looks. They help search engines understand your page, and they make your content easier for humans to skim.
Checklist:
- Use one H1 tag with your primary keyword. (E.g. “Best Medspa in [Your City]”)
- Use H2 and H3 tags for subtopics:
- “What to Expect From Your First Botox Appointment”
- “Meet Our Experienced Team”
- “FAQ: Laser Hair Removal Safety”
Statistics From the Field:
Our sample site had 122 headers, with 92 of them optimized for keywords.
Rule of Thumb:
Aim for at least 60–70% of your headers to include a variation of your primary keyword (but keep it natural, readable & inline with competitor averages).
6. Keyword Optimization: Placement and Frequency
Let’s be real—cramming your main keyword everywhere doesn’t work. Here’s what does:
Primary Keywords
- Sprinkle your keyword naturally in:
- The page title
- H1 and some H2s
- First 100 words of content
- Alt text of images
- Meta description
From the Case Study:
- 270 “hair,” 215 “removal,” 190 “london”—but this was over-optimized.
For medspas, if you have 2,800 words, mention “Botox” or your main keyword should be based of your competitors’ average (spread naturally).
LSI and Co-Occurring Keywords
LSI (Latent Semantic Indexing) keywords are words/phrases related to your primary term, like:
- “Injectables”
- “Medical spa”
- “Facial rejuvenation”
- “Non-surgical treatments”
- “Skincare experts”
How to Find Them:
- Use your own experience (what questions do clients ask you every day?)
- Look at Google’s “Related Searches” at the bottom of search results
- Use SEO Quake to see what terms top-ranking competitors use
Pro Tip: List your LSI keywords and make sure each gets some coverage on your page.
7. Optimize Internal Links (A Tags) for Maximum Relevance
Did you know that how you link within your site can make a huge difference?
An “A tag” is just a hyperlink, but if it includes your keyword, it sends a big signal to Google.
Case Study Example:
One site had 92 optimized a tags (anchor texts) containing keywords like “laser hair removal”
How you can use this:
- Link from “Botox” service page to “Before and After Botox Photos” using anchor text like “Botox results in [Your City].”
- Link to your “Meet Our Team” or “Our Technology” page using “aesthetics experts in [Your City]” as the anchor.
Tips:
- Don’t overdo it.
- Make your links anchor text natural and helpful for added SEO boost.
8. Match Words: What Google Boldens, You Should Notice
When you search for “Botox clinic [Your City]” on Google, some words in the results are bolded. That’s Google saying, “These words are highly relevant.”
Practical Step:
- Make a list of the words Google bolds for your target search
- Use each of those words and phrases at least a few times (where natural) on your page
Example:
If “facial,” “wrinkle,” “injectables,” or “rejuvenation” are bolded, make sure they’re in your copy, headers, or FAQs.
9. Two-Word, Three-Word, and Four-Word Phrases
Don’t stop at just your main keyword. Google loves to see a mix of related phrase combinations.
For medspas, these could be:
- “laser hair removal”
- “dermal filler”
- “lip augmentation clinic”
- “medical spa treatments”
- “Botox injection results”
Pro tip:
Track how many times each of these “multi-word” phrases appears on your site, and compare to top competitors. If they use “laser hair removal” 15 times, you should, too (as long as it fits naturally).
10. Keep Your Content Fresh and Relevant
SEO isn’t “set and forget.”
- Update your pages every few months.
- Add new treatments, before/after galleries, or patient testimonials.
- Refresh statistics or answer new FAQs.
From Experience:
We’ve seen medspas jump from page 3 to page 1 in as little as a few weeks just by updating their content and adding in new, relevant services that people were already searching for.
11. Don’t Forget Local Relevance
For aesthetics clinics and medspas, local signals are gold.
Checklist:
- Use your city/region name in key places (title, headers, alt text, meta).
- List your address and phone number clearly.
- Link to your Google Business Profile.
- Embed a Google map.
- Mention nearby landmarks, neighborhoods, or other local signals.
12. Add Real-World Trust Signals
Google and your clients both want to know you’re legit. Build trust by:
- Showcasing team credentials (MD, RN, certified injectors)
- Sharing before/after photos (with client consent)
- Including real testimonials (video works great!)
- Linking to your memberships or affiliations (e.g. American Med Spa Association)
13. How to Pull It All Together: Step-by-Step
Here’s a simple process you can follow right now:
- Pick your primary keyword and 5–10 LSI keywords.
- Analyze your top 3 local competitors using SEO Quake.
- Fill out the table from earlier with your numbers and theirs.
- Write or revise your main service page to match or exceed the average on:
- Word count
- Number of headers
- Optimized headers
- Keyword and LSI usage
- Optimized internal links (a tags)
- Double-check your copy for naturalness. Read it out loud. Would your best friend find it helpful?
- Update your images and alt text.
- Link out to trusted sources or local partners if relevant.
- Hit publish, then check your rankings weekly.
14. Common Mistakes to Avoid
- Keyword stuffing: Using your keyword every other sentence will backfire.
- Neglecting your service area: If your city isn’t mentioned, you’ll miss out on local searches.
- Ignoring headers: Walls of text don’t work for people or search engines.
- Not updating regularly: Outdated info makes you look less trustworthy.
15. FAQs (Frequently Asked Questions)
Q: Do I really need that many words?
A: Yes, for competitive cities or services, you’re up against well-optimized sites. 2,500–3,000 words, broken up with images and FAQs, is ideal.
Q: Should I use the same process for each service?
A: Absolutely. Each main service (“Botox,” “fillers,” “laser hair removal”) deserves its own optimized page.
Q: What if I don’t have time to write all this?
A: Start with your #1 most profitable service. If your not sure what this is read our article on unit economics & knowing your numbers. Work on one page a week, or delegate to a team member or trusted SEO partner.
My Personal Experience: Why This Checklist Works
I’ve worked with aesthetics clinics and medspas for years.
When we switched from just “having a website” to following a checklist like this, results improved dramatically.
For example, a local clinic struggling to get leads started ranking in the top 3 for “lip filler [City]” within three months—without buying a single backlink.
Just on-page optimization, consistency, and regular updates.
It’s not magic, it’s math, and a willingness to serve the exact information people are looking for.
Example: Bringing It to Life for Your Clinic
Let’s say you offer Botox and want to outrank “Botox Clinic [Your City].”
- Step 1: Your page is currently 900 words. Your top 3 competitors have 2,000, 2,400, and 3,000 words (average: 2,466).
- Step 2: Your page has 6 headers, 2 of which mention “Botox.” Competitors use 14, 18, and 12 headers—60% with “Botox.”
- Step 3: Your main keyword (“Botox”) appears 12 times. Competitors? 30–55 times.
- Step 4: Update your content to hit the average, add LSI keywords like “wrinkle reduction,” “neuromodulator,” “injectable,” “results,” etc.
- Step 5: Optimize internal links. Use “Botox FAQ,” “Before and After Botox Photos,” and “Meet Your Botox Provider” as anchor text.
Within weeks, you’ll see an improvement—because you’re giving both Google and your clients exactly what they want.
Tips From Our Team to Help You Succeed
- Use a spreadsheet to keep track of your content stats vs. competitors.
- Schedule regular reviews (every 3 months) to update your most important pages.
- Write for people, optimize for search: Your page should read naturally to a prospective client, but cover all the bases for SEO.
- Use high-quality images and optimize alt text with descriptive, keyword-rich phrases.
- Encourage reviews on Google and embed them on your site for both SEO, credibility & increase in clinic conversions.
- Don’t be afraid to show personality! The most successful clinics let their voice, values, and team shine through.
In Closing—Let’s Do This Together
If you’re an aesthetics clinic or medspa owner, you deserve a spot at the top of Google. There’s no magic button—just a clear process, some dedication, and a willingness to provide great information for your clients.
I’m always excited to see clinics succeed using these strategies. Remember, we’re here to help—whether you want an expert eye on your current site or you need hands-on guidance implementing these tips.
Ready to take the next step?
Let’s optimize your site—together—and watch your bookings grow.
If you want the step-by-step checklist in spreadsheet format or help getting started, reach out. We love helping local clinics win!
Here’s to your clinic’s success—one optimized page at a time!