On-Page SEO for Med Spas: The Fields Google Actually Reads

October 7, 202410 min readBy the GlowRank Team

"On-page SEO" is one of those phrases that makes owners' eyes glaze over. Partly because it sounds technical, partly because most guides on the topic are stuffed with 30 different "factors" that mostly don't matter.

In practice, on-page SEO for a med spa comes down to maybe eight fields. If you get those right on every treatment page, you're ahead of 80% of your competitors. Here's the short list.

1. Title tag

The single most important on-page element. It's the blue link text Google shows in search results, and it's the clearest signal to Google about what the page is about.

Format that works for med spa treatment pages:

[Treatment] in [City], [State] | [Practice Name]

Examples:

• "Botox in Scottsdale, AZ | Revive Aesthetics"
• "Microneedling in Mesa, AZ | Revive Aesthetics"

Keep it under 60 characters so it doesn't get truncated. Every treatment page should have a unique title.

2. H1 heading

This is the biggest heading on the page, typically the top of the page content itself. Google reads it as a secondary confirmation of what the page is about.

Rules:

• One H1 per page. Not zero, not two.
• Include the primary keyword (treatment + city) naturally.
• Don't just copy the title tag verbatim, the H1 can be a slightly more human-friendly version.

Example H1: "Botox in Scottsdale: Natural Results From a Medical Provider"

3. Meta description

The gray text under the title in Google's results. It doesn't directly affect rankings, but it affects click-through rate, and click-through rate affects rankings.

Keep it to 150–160 characters. Describe what the page covers, include a reason to click, and avoid sounding like every other med spa's meta description. "Welcome to our website" is not a reason to click.

4. URL slug

Short, descriptive, keyword-present. Examples of good slugs:

• /botox-scottsdale
• /microneedling-scottsdale
• /laser-hair-removal-mesa

Avoid: /services/page/2024/treatment-botox-2. Shorter is better. Hyphens between words, never underscores.

5. Actual content length and depth

Treatment pages that rank consistently are 800–1,500 words minimum. Not padded filler, real answers to patient questions. What is the treatment. What does it treat. What does it cost (a range is fine). How long does it take. What's the recovery. What are the risks. Who performs it. Who shouldn't get it. FAQ.

Google has been clear that thin pages on medical topics don't rank anymore. "Thin" means under ~500 words of actual content. Most med spa treatment pages are thin. This is the single biggest opportunity on most sites we audit.

6. Schema markup

Schema is structured data that tells Google exactly what kind of content is on the page. For a med spa, the relevant types are:

• LocalBusiness or MedicalBusiness, on your homepage, telling Google your NAP, hours, and service area.
• MedicalProcedure, on each treatment page, describing the procedure.
• FAQPage. If you have an FAQ section on a page, wrap it in FAQ schema.

Schema is rarely the #1 thing moving a page up the rankings, but it helps Google understand your content faster and is a prerequisite for rich snippets. Worth setting up once.

7. Internal links

Every treatment page should link to at least three related pages on your site. Typical pattern:

• A link to a related treatment (e.g., Botox page links to Dysport page).
• A link to a relevant blog post (e.g., "Botox vs Dysport" or "How long does Botox last?").
• A link to your consultation or booking page.

Internal linking helps Google discover and prioritize pages, and it helps patients self-guide through their decision. Both compound.

8. Image alt text

Every image on the page should have alt text that describes what the image shows. Not keyword-stuffed, not "image1.jpg", actual description.

Good: alt="Before and after microneedling, 3 sessions, patient age 42"

Bad: alt="microneedling scottsdale microneedling scottsdale best microneedling"

Alt text matters for accessibility, image search rankings, and general on-page signal. It's a five-minute task per page that most practices skip.

The fields that don't matter much

For the sake of not wasting your time:

• Meta keywords tag. Google stopped using this in 2009.
• Keyword density. The idea that you need a specific keyword percentage is an artifact from 2005 SEO. Don't think about it.
• H2/H3 keyword stuffing. Use headings to organize content for readers. If the keyword fits naturally, use it. If not, don't.
• Exact-match domain. Having "botox" in your domain name is worth almost nothing and often looks spammy.

The on-page SEO checklist for a new treatment page

If you build one new treatment page, here's the minimum checklist:

1. Title tag: Treatment + City + Practice Name, under 60 characters.
2. Meta description: 150–160 characters, useful, click-worthy.
3. URL slug: short, keyword-present.
4. H1: includes treatment + city, one per page.
5. 800–1,500 words of real content covering what/who/how/cost/recovery/FAQ.
6. At least three internal links (related treatment, related blog post, booking page).
7. Schema markup: MedicalProcedure on the treatment, FAQPage if applicable.
8. Alt text on every image.

Do that consistently on every treatment page and you'll be ahead of the vast majority of med spa sites. The advanced tactics only matter once the basics are in place.