How Spa Owners Can Choose the Right Keywords for SEO
The right keywords can help you attract new clients, rank higher in search engines, and turn online searches into booked appointments. But with so many possibilities, how do spa owners choose the keywords that matter most?
Think Like Your Ideal Client
Your clients aren’t searching with industry jargon—they’re using everyday language. Instead of focusing on technical terms, consider what they would type into Google.
🔍 Example:
- Instead of “dermaplaning treatment,” many clients might search “facial to remove peach fuzz.”
- Instead of “hydrotherapy,” they might search “spa with hot tub massage.”
💡 Ask your clients: What are the words you would use when describing my services?
Focus on Local SEO
Most spa clients search locally. If someone is looking for a massage, they want it nearby—not across the country.
🔍 Example local searches:
- “Best facial in Toronto”
- “Couples spa package Vancouver”
💡 Be sure to include your city or neighborhood in your keywords, both on your website and your Google Business Profile.
Cover Different Stages of the Buyer’s Journey
Not every client is ready to book right away. Your keywords should capture people at all stages:
- Awareness: “Benefits of facials” or “How to relax after work”
- Consideration: “Deep tissue vs Swedish massage”
- Decision: “Book spa appointment online [City]”
💡 This ensures your spa appears whether clients are just learning or ready to schedule.
Research What’s Already Working
You don’t have to guess which keywords matter. Tools like Google Keyword Planner, or Keywords Everywhere can show you what people are searching for in your area.
💡 Bonus tip: Look at your competitors’ websites—what words do they use on their service pages? These may be valuable keywords for you too.
Use Long-Tail Keywords
Short, broad keywords like “spa” are extremely competitive. Long-tail keywords—longer, more specific phrases—often bring better results because they match what clients are actually searching.
🔍 Example:
- Instead of “spa,” try “organic facial spa in [City].”
- Instead of “massage,” try “prenatal massage therapist near [Neighborhood].”
💡 These keywords attract clients who know what they want and are closer to booking.
Final Thoughts
Choosing the right keywords is about aligning your spa with how clients search online. By thinking like your customer, focusing locally, and balancing different types of keywords, you’ll create a steady stream of new bookings.
✨ Remember: The goal isn’t just more website visitors—it’s the right visitors who are most likely to become loyal clients.