Last Updated on October 8, 2025 by Jane Nriapia
For those of us who work in SEO, especially local search, it may be obvious that content needs to rank for the location that is being targeted. Marketing professionals aside, SEO clients in the medical aesthetics field are not always aware of this fact.
I have worked on multiple medical aesthetics clinic websites, and I have been shocked to see that some websites had not been optimised for the locations they should have been targeting.
This article is to explain to aesthetic clinic owners how location-based SEO can benefit their business.
For people who don’t work in digital marketing, SEO is sometimes thought of as a dark art.
There are a few reasons for this:
- SEO consists of a lot of different elements and variables; it’s not a one-size-fits-all process.
- There are no hard and fast rules as to how SEO is done. Google provides guidelines, but good SEO’s rely on their extensive experience of working on a variety of websites in different industries.
- Unfortunately, many supposed “SEO experts” take your money without delivering results, leading to scepticism about the industry.
“At BoutiqueSEO we value transparency. We can explain the reasonings behind all of the SEO tactics we use and how they should impact your website’s visibility in search.”
Local search for medical aesthetics clinics
There are two important aspects of local SEO that medical aesthetics clinics need to know if they want their content to be found in the local search results.
1. Google My Business Profile
The first is making sure you have a Google My Business (GMB) profile. Having a GMB profile optimised for the location you operate in will allow you to be found more easily in the local search results.
GMB – NAP (Name, Address & Phone)
The bare minimum to optimise your GMB profile is known as NAP – which stands for Name, Address & Phone, and these details need to be consistent across all your online listings. To really win in the local search, you need an ongoing GMB optimisation strategy.
By optimising your GMB profile with correct information and consistently updating it with images and blog posts, you can stay ahead of the local competition.
2. Optimising your site content with location based keywords
The second important element for visibility in local search results is optimising your website with location based keywords. By doing this, you are telling Google where your aesthetics clinic operates, increasing your chances of showing up for location based searches.
Think of it like this: if a user searches for ‘lip fillers in Liverpool’ but you’re not optimising for this key term, it is unlikely your website will show up when the user searches for it.
Don’t just optimise for the area you are in
I have seen aesthetics clinics that have been optimised for the location they are in, with no thought for the surrounding areas.
If your clinic is in a small village and coming no1 for your village name + your service offering, you’re probably not going to get a lot of traffic.
This is simply because there will be a limit to people in your village that can be your potential patients.
Think bigger
To attract more volume you need to think further afield, and optimise for other nearby villages, towns and cities, so patients that are within travelling distance of your clinic, find your website and can find out about your clinic.
It is easy for SEO’s to rank clinics for small locations, because there are less competitors trying to rank for those key terms.
SEO gets more difficult when you are trying to rank for bigger town and city locations, because there is more competition.
There is more competition because increasing your clinics visibility in bigger areas will attract more patients and more revenue and profits.
If your agency isn’t ranking your clinic website for high volume areas, ask them why, and what their strategy is to get your site ranking.
The sweet spot in the local results
The sweet spot for clinic traffic and conversions is to have both your GMB profile and your website showing in the top spots. Being No.1 in Google’s organic search results for your key terms and having your GMB profile displayed means your brand will be seen first and stand out more.
It also subconsciously compounds the message to users that your clinic is important, as seeing your name more than once in the search results can encourage users to click through to your site.
If your site ranks in position one in the organic results, you will receive, on average, 39.8% of the organic traffic; position 2 gets 18.7%, and position 3 gets 10.2%.
It’s downhill from there!
The changing search landscape
In the early days of search, websites could rank more easily in higher organic positions due to less online competition and fewer distractions on the SERPs (search engine results pages).
Nowadays, businesses must compete with paid ads, rich snippets, and AI-generated overviews (AIOs).
The organic listings have never been more competitive, so choosing a good SEO agency is essential to rank your site for key terms that drive both traffic and revenue.
Does your clinic website rank for location-based searches?
If you want to find out if your clinic ranks for location-based search terms, it’s as simple as searching for:
[a treatment you offer] + [your location]
Then, checking if you appear on the GMB map pack profile and in the organic results listings.
If you’re paying someone to do your SEO and your website is not ranking for location-based search terms, it’s worth asking them why, and what their SEO strategy is to address this.
Optimising for location based searches is critical for medical aesthetics clinics to ensure they capture their local audience.
By combining an optimised GMB profile with targeted, location specific content on your website, you can dominate local search results and drive more traffic, patients, and revenue.
If you want to know how BoutiqueSEO can help your clinic to dominate the organic local search results, contact us and we will be delighted to transparently answer your SEO questions.
