How SEO Terms Connect to the Buyer’s Journey in Spa Marketing
Search engine optimization (SEO) isn’t just about showing up on Google—it’s about showing up at the right time. The words people type into a search bar often reflect where they are in the buyer’s journey. For spa owners, understanding these stages can help you attract new clients, build trust, and ultimately turn searches into bookings.
The Buyer’s Journey Explained
Most customers move through three stages before they commit to booking a spa service:
- Awareness Stage – They know they have a need or problem but aren’t sure what the solution is.
- Consideration Stage – They are researching options and comparing services.
- Decision Stage – They are ready to choose a provider and book.
Each stage aligns with different types of keywords, and your marketing should meet them where they are. Read more about how to choose Keywords here
1. Awareness Stage: Informational Searches
At this stage, potential clients are asking broad questions to understand their needs.
🔍 Example search terms:
- “What causes dry skin in winter?”
- “How to relax after a stressful week”
- “Benefits of regular facials”
💡 Spa Marketing Strategy:
- Write blog posts and educational content that answer these questions.
- Use these topics in social media posts and newsletters.
- Position your spa as a trusted source of wellness information.
With Tejo you can publish your own blog posts, and get automatic feedback about optimizing it for SEO.
2. Consideration Stage: Comparison Searches
Now the customer knows what they want but is exploring options.
🔍 Example search terms:
- “Best facial for acne scars”
- “Massage vs acupuncture for back pain”
- “Hydrafacial vs microdermabrasion”
💡 Spa Marketing Strategy:
- Create service pages that clearly explain your treatments and how they compare.
- Include FAQs that address common comparisons.
- Share client testimonials and case studies to show real results.
With Tejo you can automatically collect before and afters.
3. Decision Stage: Transactional Searches
Here, the client is ready to book—they’re looking for a spa near them or a specific service.
🔍 Example search terms:
- “Spa near me open now”
- “Couples massage in [City]”
- “Book facial online [City]”
💡 Spa Marketing Strategy:
- Optimize your website with location-specific keywords.
- Ensure your Google Business Profile is up-to-date.
- Offer online booking and highlight promotions or packages.
Use Tejo's skin scan as a conversion funnel so you don't miss a lead.
By showing up at each stage of the journey, you:
- Build awareness with educational content.
- Guide consideration with comparisons and testimonials.
- Capture decisions with local, action-oriented keywords.