Professional Skin Care
If you run or manage a spa, one surprisingly hard part can be marketing it online. Having a strong online presence is becoming more important for helping your spa stand out locally. This article explains how to make it easier for customers to find you online and how to get more reviews.
What Is Local SEO?
You’ll often hear the term “SEO” in digital marketing. SEO stands for search engine optimization — basically the work you do to get more people to visit your website via search engines like Google and Bing. The better your information is optimized, the more likely you are to show up when people search. Local SEO means optimizing your online info so people nearby can find you easily, for example when they search “spa near me.”
Remember that SEO refers to organic results — the listings that appear naturally in search results, not paid ads. Paid results, like Google Ads, are marked with “Ad” and can help you appear in searches faster if you have an advertising budget, but they’re different from organic SEO.
Why Do I Need To Know About SEO?
You don’t need to be an SEO expert, but understanding the basics is important. Most people use online searches to find and judge local businesses. If your spa’s website or online listings are missing or set up poorly, search engines won’t know you exist, and potential clients may never find you.
How Can I Help People Find My Spa Online?
To get on page one of search results, focus on three areas: your website, online business listings, and online reviews.
1. Your Website
If you don’t have a website, get one. Your website is your own online space where you control the message — hours, services, prices, and your story. Social media and review sites are like rented spaces; your website is the place you truly own. There are many easy website builders with templates, so you don’t need coding skills to create a professional site.
2. Online Business Listings
Once your website is ready, set up profiles on the major “rented spaces.” Experts recommend these four platforms: Google My Business, Bing Places, Facebook Business, and Yelp.
Google My Business and Bing Places
Google My Business will likely help your search visibility the most. If you’ve searched “restaurants near me,” you’ve seen Google’s Local Pack — the map and small list of nearby businesses with ratings, hours, address, website, and directions. That info comes from Google My Business listings, so claiming and managing your profile is essential.
Bing works similarly, though it’s less used than Google. Still, having a Bing Places listing helps keep your information consistent across search engines and makes your business look more legitimate.
When you set up or claim these listings, fill in the basics and verify your business. You may find a listing already exists — if so, claim it.
Make sure your profile includes:
– Business name: Use the exact same name everywhere (e.g., “The Anywhere Spa,” not “Anywhere Spa”).
– Address: Google and Bing may mail a code to verify it; this can take up to a week.
– Category: e.g., “spa,” “day spa,” or “salon and spa.”
– Website: Link to your site.
– Hours: Keep them the same as on your website.
– Photos: Add clear photos of the exterior, lobby, and treatment rooms. Professional photos are ideal but not required.
– Reviews: Google uses a star-based review system; Bing may pull reviews from other sites like Yelp.
Consistency is crucial. According to Moz, inconsistent or incorrect name, address, or phone number across platforms can hurt your SEO. Use tools like Moz Local to check your listings.
Facebook Business
Facebook has a business page where people can learn about and interact with your spa. It doesn’t show up in the map-based Local Pack the way Google does, but customers still expect to find a Facebook page. It’s a good place to share your personality, post updates, and give people a way to contact you.
When setting up a Facebook page, include:
– A short description of your spa in the About section.
– A profile photo (usually your logo) and a cover photo (products, interior, or a relaxing spa image).
– A call-to-action button like “Book Now,” “Call,” or “Visit Website.”
A Facebook page also increases your chances of appearing in Google searches.
Yelp
Yelp is mainly about reviews. Claim your Yelp page if it exists and fill in the fields. Make sure the info matches your other listings and your website.
3. Online Reviews
Once your listings are set up, focus on gathering reviews. Having no reviews, fake reviews, or staff-written reviews can make your spa look untrustworthy. The best way to get real reviews is to ask clients.
Ask after their treatment, at the front desk while they’re paying or rebooking. If they enjoyed the service, thank them and suggest they leave a review on Google, Facebook, or Yelp. When they do, like and respond to the review quickly — this personal touch encourages more feedback.
One important rule: don’t offer prizes or contests for reviews. Platforms prohibit incentivized reviews, and doing so can lead to reviews being removed.
What Is The Impact Of These Practices?
Studies cited by Inc.com show that 91 percent of people read online reviews and 84 percent trust them as much as a personal recommendation. That’s a lot of potential clients who will trust your spa more if you have clear information and real reviews online.
These efforts aren’t “set and forget.” Monitor your accounts regularly, respond to reviews fast, and keep your hours and holiday closures up to date. On Facebook, post a few times a week about specials, new staff, tours, or treatment demos.
With a website, accurate listings, and real reviews, your spa is more likely to appear in local searches and attract new clients.
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