You know how your clients obsess over pore size or finding the perfect moisturizer?
That’s how Google feels about your website. Every detail matters. And if you want to show up when someone searches “facial near me” or “best brow wax in [your city],” you need more than a pretty site. You need SEO.
The good news? You don’t have to be techy, spend a dime on ads, or blog like your life depends on it. You just need a few smart strategies and a site that knows how to talk to search engines.
Let’s break down how estheticians can show up on Google (without the overwhelm or ad spend).
Wait… What Even Is SEO?
SEO stands for Search Engine Optimization. It’s basically the art of helping Google understand what your website is about so it knows when to show it to people searching for your services.
If your website isn’t SEO-friendly, it’s like having a gorgeous spa hidden down a dark alley with no signs. No matter how good your facials are, no one will find you.
SEO makes your site visible so the right people can discover your business.
1. Claim Your Google Business Profile
Before we even touch your website, let’s make sure you’ve claimed your Google Business Profile (formerly Google My Business).
It’s free, easy, and essential. This is how you show up on Google Maps and in local “near me” searches.
Here’s what to do:
- Visit google.com/business
- Set up or claim your listing
- Add your services, hours, website, and photos
- Ask happy clients to leave a review
This one move helps your spa or solo practice start showing up where people are actually searching.
2. Add the Right Keywords to Your Website
Keywords are the search terms your dream clients type into Google. Think:
- “Acne facial in Houston”
- “Brow lamination near me”
- “Best esthetician in [your city]”
You want to use these naturally throughout your website:
- Page titles and headings
- Service descriptions
- Image alt text
- Your website URL or page links (like /brow-services or /facials)
Don’t stuff keywords everywhere. Write like a human but think like a search engine.
✨ Need help finding keywords? Use tools like Ubersuggest, Google Keyword Planner, or just start typing into Google and see what it suggests.
3. Use an SEO-Friendly Website Platform (Like Showit)
Not all website builders are built for search engines. That’s why we use Showit for all GlamTech templates. It gives you full control over:
- Page titles
- Meta descriptions
- Image naming and alt text
- WordPress blog integration (a major SEO bonus)
Platforms like Showit + WordPress let you do SEO right from the start. If you’re using a website builder that hides these features or requires a plugin for everything, it might be time for an upgrade.
4. Blog (Even Just a Little)
Blogging isn’t just for lifestyle influencers. It’s one of the best ways to tell Google what your site is about.
Start with posts that answer your clients’ most common questions:
- What facial is best for acne-prone skin?
- Should I dermaplane at home?
- How often should I get a facial?
These are real questions people Google all the time. If your site has answers, you’re more likely to show up.
Keep each blog post:
- Focused on one topic
- At least 600–1,000 words
- Optimized with your keywords and headings
One post a month is plenty to start. It’s about consistency, not perfection.
5. Link Like a Pro
Search engines love when websites are connected. That means:
- Linking between pages on your own site
- Linking to helpful resources (like skincare brands or trusted blogs)
- Getting other websites to link to you (aka backlinks)
Inside tip: If you guest post, get featured, or partner with a local business, always ask them to link to your site. It helps build your authority and boost your rankings.
6. Don’t Forget Image Optimization
Your site photos should look good and help your SEO.
Here’s how to do it right:
- Rename image files before uploading (e.g., brow-lamination-dallas.jpg)
- Add descriptive alt text to every image
- Compress large image files so they load fast
Search engines can’t “see” your images. Alt text tells them what’s there and improves your chance of showing up in Google Image search too.
7. Make Sure Your Site Is Mobile-Friendly
Most clients find you on their phone, not their laptop. Google knows this, so it gives preference to mobile-friendly websites.
If your site:
- Loads slowly
- Has tiny text
- Or doesn’t fit the screen right on mobile…
…you’re likely missing out on search traffic.
All of GlamTech’s templates are mobile-optimized right out of the box. Because your site shouldn’t make clients work to book with you.
Ready to Start Showing Up?
SEO isn’t instant, but it works. Think of it like skin care—consistency leads to results. If you set up the right foundation and stick with it, Google will start noticing.
✨ Want a head start?
Grab the free Book Me Up Checklist to make sure your booking flow is helping people discover you, trust you, and actually book with you.
Or explore GlamTech’s Showit templates for estheticians, already built with SEO in mind.
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