Spa Search Engine Optimization

A successful spa business in a competitive market depends on a strong online presence. Your website is central to your digital success and should see a large volume of high-quality traffic each month. Search Engine Optimization (SEO) is a balance of optimizing your website for what users and search engines want.

Optimize Your Content Management System

To boost your SEO you need to understand the ins and outs of the content management system (CMS) that manages your site. The back-end organization of your website and your ability to edit every aspect depends on your site provider and CMS limitations. One of the reasons we recommend using a WordPress CMS to our website clients is its built-in SEO capabilities.

Knowing the limitations of your CMS is essential for planning new landing pages, optimizing technical factors, and improving user experience. Spend some time getting to know what level of control and support your CMS provides. 

• What level of editing control do you have? Can you add custom HTML, reorder the navigation, use iframes, edit URLs, or add a blog? If not, can your website provider do this for you? Or is it a hard limitation of your CMS?
• Does your CMS provide the same high-quality experience for mobile device users as desktop users? Mobile device users dominate online traffic leading Google to prioritize indexing mobile-friendly sites over desktop-only. Sites that don’t render well on phones and tablets simply won’t rank as well in search results.

Think Like a Spa Customer

The ultimate SEO goal is to reach your target audience with content that motivates them to engage with your site and make a conversion. 

Think about the various journeys your spa customers may take to conversion and how to support each journey with the pathways and information on your website. 

• Consider the high- and low-funnel questions your shoppers typically have and the online research they tend to do before engaging with your business.
• Use landing page content to provide answers where it makes sense. Optimize each landing page with unique, informative copy and interactive features such as model comparisons to remove barriers to conversions.

Think Like a Search Engine Bot

Your site organization and content need to be as easy as possible for search engines to understand and assign value. In the case of Google, bots first crawl known URLs provided by site owners in the sitemap and past crawls. Bots crawl each URL individually, using page links to navigate and discover new pages. They also note changes to existing pages and dead ends due to broken links. Improve the ability of bots to crawl your site by optimizing the technical ranking factors. 

• Check your sitemap using Google Search Console. Make sure all pages are being indexed, address any outstanding crawl errors, or request a recrawl.
• Review the pages and posts in your CMS. Add internal link citations, alt attributes to images and schema markup to your address and contact information. 
• Title tags, meta descriptions, and headers are important to explain page content to bots and customers. Focus on making them concise and descriptive so that every page is skimmable for both bots and customers.

Create Quality, Unique Content

Your website is the foundation of your online presence — show potential customers what sets your spa business apart from the competition. 

• Prioritize creating unique, high-quality content for your homepage, showroom pages, contact or directions page, and service center. 
• Optimize title tags, meta descriptions, headers, calls-to-action, and images on each page. Use one to three relevant geo targets and a minimum of three related keywords. 
• Keep your SEO strategy focused on your target audience by avoiding adding too many geo targets and keywords. Guide users to where you want them to go on your website with clear and limited calls to action.

Incorporate checking that all of the pages on your site are up to date into your routine. Pages with expired sales or past promotion details create a poor user experience and result in higher bounce rates. 404 errors from broken links cause dead ends for bots and users, hurting your rankings.

Build a Plan for the Long-term

SEO is an investment in the future that you can also start benefiting from today. To rank at the top of relevant search engine results pages and maintain your position, ensure a strong foundation for your site, and create a plan to improve your site steadily.

• Set aside time each month to evolve your website strategy. Think through the customer journey, and establish optimization priorities. Use historic site performance, local research and demand, keyword rankings, competition, search trends, brand awareness, and seasonal trends.
• Consider optimizing off-site factors like Google Business Profile, social media, and reviews that link back to your site.

What’s Next?

Need help taking your spa website to the next level? Adpearance is here to help. Reach out today for a free digital analysis to understand opportunities to improve the impact of your SEO efforts.