Last Updated on October 8, 2025 by Jane Nriapia
Keyword research is a core part of SEO. It helps us understand how often certain terms are searched and what users are likely to be looking for when they type them in.
Generally speaking, high-volume keywords are more competitive, while lower-volume ones are easier to rank for.
But when you’re building your medical aesthetics website, you need to think beyond volume and start thinking about how Google crawls, indexes, and interprets your site.
This includes how your pages are named and how your navigation is labelled.
The naming conventions you use on your website matter
If your menu and service pages are labelled with vague or uncommon terms, your site is far less likely to appear in search results when potential patients are actively looking for your treatments.
This is why, in digital marketing, we have different disciplines when we build a website:
- Website designers
- Website developers
- SEOs
When it comes to websites, you need more than a beautiful design or functional build – you need SEO input from day one.
The Red Flags I See All the Time
I’ve reviewed a lot of medical aesthetics websites, and I can spot when SEO has been completely overlooked.
One of the biggest giveaways? The way the main menu is structured.
Let me show you a few real examples I’ve seen:
Lip Enhancements
Even without SEO tools, common sense tells us more people search for “lip fillers” than “lip enhancements.”
But not all web designers apply that logic and not all agencies back their assumptions with keyword research.
Here’s what the numbers say:
- “Lip fillers” = 6,600 monthly searches in the UK
- “Lip enhancements” = 30 monthly searches
Your main navigation is a strong signal to Google about what your clinic offers. If you call your treatment “lip enhancements” in the nav, you’re making it harder for people to find you.
Muscle Relaxing Injectables
We all know the restrictions around advertising POMs like Botox, so I understand the instinct to avoid using the brand name.
Learn How to Advertise Botox Legally in the UK here
But if you don’t want to use “Botox,” the next best option isn’t “muscle relaxing injectables.” Why?
Because no one searches for that.
The smarter, compliant alternative?
✔️ Anti-wrinkle injections – a term that real patients actually use.
I checked.
SemRush, the SEO tool I use for keyword research doesn’t even register any search volume for “muscle relaxing injectables.” That tells you everything you need to know.
National Medical Weight Loss Programme
I was quite shocked to see this label on an aesthetics clinic’s website.
If you offer weight loss injections and label the page “National Medical Weight Loss Programme,” you’re unlikely to attract patients.
This phrase might make sense to you and your team internally, but it means nothing to users searching for weight loss jabs or medication.
Unless your goal is to confuse your audience, label your service pages with terms that reflect what you actually offer.
Better yet, include brand names like Mounjaro or Wegovy because that’s what patients are Googling.
Let’s do the research, shall we?
Why This Happens – And How to Fix It
I don’t expect clinic owners to know the ins and outs of SEO because that’s not your job. But I do think agencies offering both web design and SEO should care about how their design decisions affect you clinic’s visibility.
Not every designer understands medical aesthetics and that’s okay. That’s where research comes in.
If your digital marketing agency isn’t sure of what your treatments are, they should ask for clarification, as the wrong choice of keywords can negatively impact your revenue and profits.
Do You Want a Website That Patients (and Google) Understand?
If you want to work with an SEO agency that actually gets medical aesthetics and isn’t afraid to ask smart questions – we’re here.
Reach out to BoutiqueSEO to find out how we can help build a site that performs as beautifully as it looks.
