An effective website is key to a profitable medspa. Search engine optimization, or SEO, is the process of increasing your website’s ranking on search engine results. Without effective SEO, your website is less likely to rank higher than your competitors’ websites when potential clients search for your services – i.e. laser hair removal, CoolSculpting®, Halo™laser, or “medspa services” in your area.
Before you start designing or creating content for a website, you need to formulate an SEO strategy. Here’s a quick guide to getting started with SEO:
Your SEO strategy must start with analysis. Keyword and user intent research will help you understand what your potential clients want to know. With this information, you can create an SEO strategy that draws them to your website by answering their questions.
Once you’re up and running, it’s important to conduct regular analysis of your website’s traffic. Track where your visitors are coming from, what pages are the most popular on your website as well as how they currently rank. Understanding what is working for your audience allows you to replicate or revise as necessary. This should be an ongoing process as ‘sticky’ content and design, i.e., the kind that attracts an audience and keeps them sticking around for more, will evolve over time.
Content optimization is the process by which you make your website more useful for your potential customers, with a focus on encouraging them to act (or convert). Creating content with relevant keywords, popular search terms, and references to your location is an important aspect of this process. Keywords must be placed strategically within your content for optimal effectiveness. Bear in mind that keywords will also change over time so it’s a good idea to monitor and update them as necessary.
Keeping your website content updated is important to its SEO performance. Fresh content will keep visitors interested and coming back for more which will lead to higher search engine rankings. Each page on your website should have at least 350 words. Update your content at least once per week for optimal results. Blogs are a great way to keep content fresh and establish your website as an industry thought leader.
Your website’s design plays an integral role in its SEO strategy. A website should be attractive and engaging, but it also needs to be easy to use. Users will ‘bounce’, or leave your website, if it isn’t loading fast enough or they can’t read it easily on their iPhone or other mobile device.
When their experience is seamless, and their questions are being answered, users will stick around longer. The longer they use your site, the stronger your SEO rankings will be. This positive feedback loop is integral to effective SEO.
For more information on SEO and additional marketing strategy support for your business, reach out to the aesthetic medical marketing experts at Reach Beyond Marketing: 203-315-5055.