Last Updated on October 8, 2025 by Jane Nriapia
In 2025, Google is cracking down on low-value content. If your clinic is still publishing generic blog posts like;
“What is Profhilo?” or “Top 5 Benefits of Botox“
…It’s time to rethink your strategy.
What Does ‘Deindexing’ Mean?
When a page is deindexed, it is removed from Google’s search index. That means it can no longer appear in search results, even if someone searches for the exact page title.
Google has confirmed that it’s actively removing pages it considers low-value. And this isn’t a penalty. It’s simply Google deciding your content doesn’t deserve to be shown.
In short:
Your content can’t be found in Google search.
Why Is This Happening?
With the rise of AI-generated content and Google’s own AI Overviews taking up space in search results, the search engine no longer needs 200 different articles answering the same basic question.
So when Google encounters yet another generic post like “What are dermal fillers?“, it may choose not to index it at all.
That means your time, effort, and budget go to waste.
There's something odd going on with indexing. Many sites are seeing drops starting May 27 and it seems the pages are mostly in crawled, not currently indexed.
— Marie Haynes (@Marie_Haynes) June 5, 2025
I looked at a bunch of sites to see what types of pages were impacted:https://t.co/C4I0IDaWcZ
How This Affects Aesthetic Clinics
Many aesthetics clinics rely on blog content to improve SEO, boost visibility, and attract new patients. But if your content is:
- Generic
- Keyword-stuffed
- Lacking real insight or originality
…it’s at risk of being ignored completely by Google.
In the worst scenario, if most of your blogs end up deindexed, it could signal to Google that your entire site lacks value, which could impact your website rankings across the board.
How Would You Know If Your Blogs Aren’t Indexed?
If you’re outsourcing your blog writing to an agency, there’s a good chance you’ve never checked whether your posts are even appearing in Google.
You can test this quickly by:
- Going to Google and typing in site:yourwebsite.com or site:yourwebsite.co.uk
- Check that the blogs that have been published to your site show up on this list of pages that Google has indexed
It’s also worth checking Google Search Console to see how many of your pages are indexed versus published.
Unfortunately, some agencies churn out content that looks fine on the surface but provides no actual value, and with these new changes in Google these blogs are unlikely to show up in search.
Just because content has been written and published on your website, it doesn’t mean it’s working.
What Google Does Want in 2025?
To stay visible in search results, your medspa content has to be written to YMYL (Your Money or Your Life) standards.
You can meet these standards by incorporating the following into your content:
- Experience: Personal insight, practitioner commentary, or clinic case studies
- Expertise: Content written or approved by someone with industry credentials
- Authority: Content that attracts backlinks or is referenced by other sources
- Trust: Clear contact information, clinic credentials, and original photography
This aligns with Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness), which is now more important than ever.
What Kind of Content Should Clinics Create Instead?
To protect your visibility and grow your traffic, pivot away from generic “what is” content. Focus on:
- Case studies: Real patient results with commentary
- Expert takes: Your opinion on industry trends or new treatments
- Comparisons: e.g., Profhilo vs Polynucleotides
- Behind-the-scenes: How you approach consultations, treatment planning, etc.
- Internal linking strategy: Help Google understand the structure of your site
If your current content strategy relies on AI-written filler posts it’s time to stop writing for algorithms and start writing for human engagement. Remember, where content is concerned, quality beats quantity every time.
At BoutiqueSEO, we help aesthetics clinics create expert-led content strategies that get their websites in front of the right audiences.
If you want help to future-proof your clinic’s content, get in touch.
