Why Your Google Business Profile (GBP) Is Your #1 Booking Tool

For spa and med spa owners, local SEO is everything. Clients aren’t searching through endless Instagram posts when they’re ready to book a facial, Botox treatment, or laser service. They’re typing “spa near me” or “Botox in Belmont, CA” into Google. 

What shows up at the top of those search results? Google Business Profiles (GBPs). In fact, you can think of your GBP as your digital storefront. It’s what potential clients see first, before they ever set foot inside your spa or even visit your website. If your profile is incomplete, outdated, or simply not optimized, you are leaving money on the table.

But here’s the good news: unlike expensive ad campaigns or unpredictable social media algorithms, your GBP is a controllable, high-ROI channel. With proper optimization, you can dramatically increase your chances of showing up in Google’s “Local Pack” (the map and top three business listings that dominate local searches). For a med spa, that visibility can directly translate into appointments, consultations, and long-term client relationships.

Step One: Claim and Verify Your Profile

The very first step is making sure you have full control of your business listing. Google often auto-generates profiles based on online data, but if you don’t officially claim it, you can’t make edits or take advantage of optimization features. Claiming your profile involves verifying that you’re the business owner, usually by postcard, phone, or email. Once verified, you can update every aspect of your listing, such as your hours to your services to your photos.

Accuracy is critical here. Your business name, address, phone number and website (commonly called NAPW) should be identical across your GBP, website, and all online directories. Even small inconsistencies like “Suite 100” versus “#100” can confuse Google’s algorithm and hurt your ranking. Beyond NAPW, double-check your hours, attributions, and booking link. This may sound basic, but you’d be surprised how many spas lose potential clients simply because their listed phone number is outdated- yikes!

Step Two: Choosing the Right Categories

Your category selection within GBP is one of the most powerful signals you send to Google. Your primary category should reflect your core identity. For most practices, that will be “Medical Spa.” But don’t stop there—Google allows you to add secondary categories, and this is where you can really expand your visibility. If you offer injectables, add “Skin Care Clinic” or “Botox and Fillers.” If you specialize in facials, “Facial Spa” is a strong choice. If laser services are a big revenue driver, “Laser Hair Removal Service” is another must-have.

Think of categories as keywords that expand the doors through which clients can find you. Someone searching “laser hair removal near me” might never see your business if you only selected “Medical Spa” as your category. The key is to reflect all of your core services without diluting your relevance. Learn more about Local SEO for estheticians.

As of today, here are all of the available categories:

• Spa
• Day Spa
• Medical Spa
• Facial Spa
• Heath Spa
• Beauty Salon
• Eyelash Salon
• Skin Care Clionic
• Massage Therapist
• Waxing Hair Removal Service 
• Laser Hair Removal Service

Step Three: Crafting a Strategic Business Description

The business description is your chance to introduce yourself to both Google and your potential clients. Google allows 750 characters, with the first 250 visible before truncation. This means you need to front-load your most important information. Describe who you are, what services you provide, and why a client should choose you over competitors.

For example, instead of writing: “We are a spa offering a variety of services to help you relax and feel rejuvenated,” which is generic and unsearchable, you might say: “At [Spa Name], we specialize in advanced medical spa treatments in Belmont, CA, including Botox, dermal fillers, laser hair removal, and customized facials. Our licensed professionals provide personalized care in a luxury environment, helping clients achieve natural, radiant results.”

Notice how that description weaves in location, services, and differentiators while still sounding client-focused. This balance is what helps your profile rank higher while also compelling a potential client to click or call.

Step Four: Enable Online Booking

Modern clients expect convenience. If they find your spa on Google but can’t immediately book, you’ve introduced unnecessary friction. Google allows you to embed your booking system directly into your profile, creating a seamless path from search to scheduled appointment. If you use software like Vagaro, Mindbody, or Acuity, link it directly. The fewer steps a client has to take, the higher the chance they’ll complete the booking.

Many spa owners underestimate this simple feature, but it can mean the difference between winning a client and losing them to a competitor who made it easy.

Step Five: Showcase High-Quality Photos and Videos

Visuals are non-negotiable. When clients are choosing a spa, they want to know what your space looks like, who will be treating them, and what kind of results they can expect. Stock photos won’t cut it. Google favors authentic images, and besides, potential clients can spot generic visuals a mile away. Not to mention, showing AI or stock images can severely negatively impact your trust with potential new clients.

Upload high-resolution photos of your spa’s interior, treatment rooms, lobby, and staff. Include before-and-after images where possible (with client permission). Videos are even more powerful: short clips introducing your team, showcasing treatments, or walking through your facility build instant trust. Data shows businesses with robust image galleries receive significantly more clicks and calls than those with just a logo or a handful of pictures.

Step Six: Collect and Respond to Reviews

Reviews are one of the most influential ranking factors in local SEO, and one of the biggest drivers of client trust. Getting a 5 star review is like killing two birds with one stone: you benefit from better rankings AND a higher conversion rate on average. A spa with 150 reviews averaging 4.9 stars will always outshine one with just a handful, even if the services are identical. Ask satisfied clients to leave detailed reviews that mention specific treatments. A review that says “I loved my facial” is helpful, but one that says “The hydrafacial at [Spa Name] left my skin glowing, and the staff was so knowledgeable about post-treatment care” carries far more weight, both for SEO and for prospective clients reading it. 

Equally important: respond to every review. Thank clients for positive feedback, and address concerns raised in negative reviews with professionalism and empathy. Google rewards engagement, and potential clients notice when you’re responsive. A thoughtful reply to criticism can often turn a negative into a trust-building moment. Don’t forget to mention your keywords and city in your responses, that counts too!

Step Seven: Stay Active with Posts and Q&A

Google rewards active profiles. GBP offers posting features similar to social media, where you can share updates, offers, and events. For example, a post about a seasonal promotion, a new treatment you’re offering, or educational content on skincare. Each post lasts seven days, so aim to update weekly to keep your profile fresh.

The Q&A section is another underutilized feature. Populate it with common client questions: “Do you require a consultation before Botox?” “What’s the downtime for laser treatments?” Not only does this provide immediate answers, but it also allows you to control the narrative instead of leaving potential clients guessing.

Step Eight: Track Insights and Adjust

One of GBP’s most overlooked features is Insights, which shows you how people are interacting with your profile. You can see how many people found you via direct search (typing in your business name) versus discovery search (looking for “spa near me”). You can track calls, website visits, and even how many people requested directions.

This data is invaluable. If you notice a spike in discovery searches for “laser hair removal” but your posts are all about facials, you know it’s time to adjust your content. If your calls increase after you upload new photos, that’s confirmation that visuals are driving action. Treat Insights as a feedback loop that helps you continuously refine your strategy.

Step Nine: Build Local Authority with Citations and Keywords

Optimization doesn’t end with GBP itself. Google looks at the wider web to confirm your legitimacy and authority. This is where citations come in. Your NAP information should be consistent across local directories like Yelp, Healthgrades, and spa-specific platforms. Inconsistencies confuse Google and can lower your ranking.

Equally important is aligning your website with your GBP. If your GBP says you offer Botox in Belmont, CA, but your website never mentions Botox, that’s a red flag. Create dedicated service pages for your core treatments, optimize them with location keywords, and link them back to your GBP. This creates a seamless, trustworthy signal to Google that you are the best local provider for those services.

The Road to the #1 Spot

Ranking at the top of Google for searches like “spa near me” or “how to optimize my Google Business Profile for my spa” doesn’t happen overnight. But with a strategic approach—claiming and verifying your listing, choosing the right categories, crafting a compelling description, adding booking, uploading authentic visuals, collecting reviews, staying active, analyzing insights, and building local authority—you position your spa to steadily rise in visibility and credibility.

The most successful spas treat their GBP not as a one-time setup but as an ongoing marketing channel. It’s not just about getting found; it’s about making the right impression at the exact moment a client is ready to book.

Ready to Take the Next Step?

Optimizing your Google Business Profile can feel overwhelming, but it doesn’t have to be. If you’d like a personalized audit of your spa’s profile, along with a roadmap for boosting your visibility and client bookings, I offer a free consultation designed to show you exactly where you’re missing opportunities and how to fix them.

Your future clients are already searching on Google. The question is: will they find you, or your competitor?