Med spa SEO comes down to three things you can check yourself: your Google Business Profile, one page for each treatment and the way you ask for reviews. The test is consults booked from organic (unpaid) search and the profile, and a ranking report can't show that.
Quick answer
- Open your Business Profile and read the name, category and booking button before you read any agency report.
- Give your three best-selling treatments their own pages, each naming who performs it and what the visit involves.
- Ask for reviews the same way from every client, with nothing offered in return.
- Make your SEO agency report booked consults by source each month.
How Google ranks local results
Google says local results are mainly based on relevance, distance and prominence. You can't move distance, and the same help page says nobody can pay for a better local ranking.
Four profile settings worth a look
Start with the name, the category, the booking button and the performance numbers.
Name. Google's name rules want the real-world name and rule out taglines, service or product details, phone numbers, URLs and location details. Google warns that padding the name can get the profile suspended. Its appeals page says an appeal can be submitted only once.
Category. Google's category help says to pick the primary category that best describes you, or a general one if yours isn't listed. You can't create your own, and editing a category may mean verifying the business again. Type "medical spa" in the category box and pick from what Google offers.
Booking. The booking page says providers show up on your profile within a week of setup, and that you can add your own link instead. Ask your booking software vendor whether it connects to Google. The setup steps are in Reserve with Google.
Performance. On a phone, Google's performance page says to open the Google Maps app, tap Business, and tap See more next to Performance. It defines Calls, Bookings, Directions, Website clicks and Messages.
The booking page adds that performance data isn't available for custom links, so a plain link to your own booking page leaves Bookings empty. And if you run ads too, part of a rising Calls count may be paid.
One page per treatment
A client searching for lip filler wants one page about lip filler. Build that page before you build a blog. Each page should cover this.
- Who performs the treatment, with their license.
- The price format, such as per unit or per syringe, or "from" a number you will honor.
- Downtime and what the consult involves.
- A booking button that carries the treatment name.
The FTC's Health Products Compliance Guidance says health claims need "competent and reliable scientific evidence," and that individual experiences aren't a substitute for scientific research. It also says a "Results not typical" line under dramatic results doesn't cure the deception.
The FDA's dermal filler page (content current as of 07/06/2023) says fillers are approved for specific uses in adults 22 or older. It lists injecting the glabella, nose, forehead or neck among uses it recommends against. Have your medical director review any page that markets filler for those areas.
In Canada, Health Canada licenses fillers for sale, so the FDA list is the US answer only. Brand names such as Botox are trademarks, so check how the maker lets others use the name before you put it in a headline.
Review requests that keep the review
Google and the FTC draw the line in different places, so follow the stricter one.
| Practice | Google policy | FTC |
|---|---|---|
| Free gift or discount for a review | Removed from Maps | Not banned if no sentiment is required; disclose it |
| Asking only happy clients | Not allowed | Could violate the FTC Act |
| Paying for 5-star reviews | Not allowed | Violates the rule |
Google's contributions policy bars selectively soliciting positive reviews. The FTC's reviews rule Q&A says the rule took effect October 21, 2024 and lets courts impose penalties for knowing violations. In Canada, the Competition Bureau treats fake reviews as false or misleading representations under the Competition Act.
Send the same review link to every client after the visit, and offer nothing for it. The same Google policy says not to pressure clients to review while they're still on the premises, or to ask for specific content such as a staff member's name. If reviews vanish, see why Google reviews disappear.
What did SEO book this month?
Divide the retainer by consults booked from organic search and the profile. A Calls count on the profile only logs button taps, so count consults from your booking software or front desk.
To keep each source alive through the booking step, see appointment booking conversion tracking. For paid ads and their rules, see med spa marketing.
Questions for the SEO agency
- Name the first treatment pages you will build and who writes the claims.
- Tell me whether you will edit my business name or contact my clients for reviews.
- Confirm that I own the Business Profile and analytics logins.
- Show me a report with consults by source.
- Say what happens to the pages if I cancel.
Sources checked on 2026-10-27.
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Frequently asked questions
Can I put 'Botox' or 'med spa' in my Google business name to rank higher?
No. Google's guidelines say the name should reflect your real-world name and must not include service or product information, and unnecessary information in it can get the profile suspended. List your treatments in the services list and the description instead.
Why does my Google profile show no bookings when clients book online?
The Bookings metric only gets data when your bookings are managed through a booking provider. If the profile links to your own booking page, Google says performance data isn't available for that custom link. Count those bookings in your booking software instead, using its source field or a UTM-tagged link.
Will changing my Google category make me verify the profile again?
It can. Google's category help says that if you add or edit a category, you might be asked to verify your business again. Pick from the list Google shows, since you can't create your own, and make the change when someone can handle a verification request.
Do I need a separate Google profile for each treatment?
No. Google's guidelines allow one profile per location; only public-facing departments that operate as distinct entities, and individual practitioners, may have their own. A treatment is neither, so use one profile for the spa and one page on your website per treatment.
Does my website need to say who performs each treatment?
It answers a question clients already have. The FDA tells patients to choose a licensed health care provider who is trained to inject dermal fillers and to ask about that training. A page that names the injector and their license gives that answer up front.
Written by
Marketing Analytics & Conversion Tracking Engineer, US and Canada, run remotely
- Media buyer on Google Ads and Meta Ads from October 2023 to September 2025, nearly $700K in spend.
- Set up patient conversion tracking for a New York medical practice (anonymized).
- Upwork Top Rated Plus, 5.0 from 20 reviews.