SEO Case Study: Medspa Marketing Makeover – Driving Local Visibility & Client Bookings Since 2016

This case study is a perfect example of just how profitable SEO can be compared to other sources.

A great SEO strategy can lead to insane ROI and that’s what we break down in this case study.

Let’s get into it!

Background

In 2016, a prominent Medspa approached our agency with a clear but critical challenge: increase online visibility and generate more high-intent client bookings through SEO.

Despite offering a wide range of services—Botox, dermal fillers, laser treatments, and skin rejuvenation—the medspa’s website was barely visible in local search results. Most traffic came from branded searches, and online inquiries were minimal. With growing competition in their local market, they knew they were leaving revenue on the table.

SEO Audit

We always start with a full SEO audit to see what’s going on with the site.

This site had no penalties, it just wasn't getting much traffic.

They were slightly over-optimized for their money keywords, having 1 exact match at 28% and another at 25%.

This wasn't a big deal, as they just didn't have many links, but still a consideration.

Goals & Challenges

Primary Goals:

  • Drive more non-branded organic traffic to the website

     

  • Increase appointment bookings through SEO-generated leads

     

  • Establish dominance in local search for high-intent terms

     

Key Challenges:

  • Saturated local market with aggressive competitors

     

  • Outdated website structure with minimal on-page SEO

     

  • No consistent content strategy or blog presence

     

  • Weak Google Business Profile (GBP) with limited reviews and visibility

     

  • Low trust signals and authority from backlinks

Strategy & Approach

We knew that a cookie-cutter SEO plan wouldn’t cut it. The medical spa niche—especially elective procedures like those offered by medspas—requires hyper-local, trust-based strategies.

Step 1: Deep Local SEO Audit

We kicked off the engagement with a comprehensive technical and local audit:

  • Diagnosed crawl and indexation issues

  • Benchmarked Google Business Profile visibility and competitor positioning

  • Analyzed on-site conversion pathways and gaps in keyword targeting

Step 2: Foundation Overhaul

We implemented a site-wide SEO revamp:

  • Structured service pages with location-based SEO

  • Built schema markup for services, reviews, and location data

  • Created separate landing pages for each core service and geo-targeted market

  • Installed clear CTAs and lead capture forms tied to appointment booking software

Step 3: GBP Optimization & Review Generation

We optimized the client’s Google Business Profile:

  • Revamped categories, photos, and service descriptions

  • Developed a review generation funnel using automated follow-ups post-appointment

  • Set up review marketing system asking for reviews compliantly

Step 4: Content Marketing & Authority Building

To build topical authority and trust:

  • Published 2 monthly blog posts targeting long-tail, intent-driven keywords (e.g., “best treatment for under-eye bags Atlanta”)

  • Created seasonal content (e.g., “Top 5 Fall Skincare Treatments”)

  • Built backlinks via medical directories, guest posts on regional wellness blogs, and PR mentions in local health roundups

Step 5: Data-Driven Adjustments

Using lead tracking tools, we:

  • Monitored ranking movements and heat map audits

  • Tracked calls and form fills specifically tied to organic traffic

  • Continuously refined our internal linking and content clustering

Key Results & Impact

Over the course of our ongoing engagement, we’ve seen consistent, compounding growth in both visibility and client bookings.

📈 Organic Growth Highlights (2016–2025):

  • +410% increase in organic traffic
  • +370% increase in appointment requests from SEO sources
  • Top 3 rankings for 30+ local keywords, including “Botox near me,” “Lip fillers near me,” and “Medspa near me”
  • GBP views up 540%, with a 9X increase in direct actions (calls, website visits)

⭐ Review & Reputation Metrics:

  • Increased reviews to over 200+ on Google
  • Review responses automated with AI-assisted personalization

Conclusion & Next Steps

This partnership exemplifies how sustained, localized SEO efforts can turn an underperforming medspa website into a lead-generating powerhouse.

Over nearly a decade, we’ve helped this client adapt to every major search algorithm update, Google Business Profile change, and industry trend. Now, with AI integration and multi-location expansion on the horizon, we’re preparing for the next phase: scaling their digital footprint regionally.

CONTACT US TODAY!

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