Timeless Spa Center, a high-end medical spa located in Lexington, Kentucky, offers luxurious facial and body treatments.
Their website was brand new when I on-boarded them in July 2024. The primary goal was clear: get people booking appointments for their high-value treatment packages through the site’s calendar. Secondary? Drive sales of individual treatments directly through the shop page, making it easy for customers to purchase and book.
It was an ambitious plan, but with a solid SEO strategy, I was confident we could turn this new business into a local powerhouse.
When I first looked at the website, it was clear that it had been built quickly with very little SEO attention. There were zero organic visitors and only the homepage was indexed by search engines. Filler content left by developers cluttered the pages, and there were unnecessary dummy pages that had to be removed.
From a technical SEO standpoint, there were issues galore—redirect loops, incorrect canonicals, pagination problems, and improper sitemap configurations. I knew fixing these technical SEO issues would be the first step, and for a local business like this, improving local search visibility through business profiles was also crucial.
The plan to transform Timeless Spa Center’s SEO success was twofold: a robust technical clean-up and an equally strategic local SEO approach.
I began with a comprehensive technical SEO audit. It wasn’t just about fixing obvious issues like redirect loops; this was a deep dive into the structure of the site.
One key thing to note for local businesses: your site’s technical health is just as important as any keywords you’re targeting. So, we cleared out the filler content, simplified the site by removing unnecessary pages, and ensured every remaining element was clean and functional.
The result? A lightweight, well-optimized site ready to rank.
One key thing to note for local businesses: your site’s technical health is just as important as any keywords you’re targeting. So, we cleared out the filler content, simplified the site by removing unnecessary pages, and ensured every remaining element was clean and functional.
The result? A lightweight, well-optimized site ready to rank.
With the technical side sorted, I turned my attention to local keyword research. Lexington, Kentucky has its own unique search trends, and understanding what potential customers were searching for was key.
We found that many were looking for specific treatments like “facials for acne” or “facials for glowing skin.” This discovery led to us structuring the facial treatment offerings into seven distinct categories, targeting keywords that matched the search intent of local users.
On the homepage, we focused on broader terms like “medspa in Lexington,” while the shop page was optimized to ensure the products were targeting relevant commercial keywords. It was all about aligning the site’s content with what locals were actively searching for.
With the keyword strategy mapped out, the next task was content. We rewrote the copy on all the pages, not just for the sake of SEO but to make it genuinely useful and engaging for visitors.
The goal was to target specific keyword intent for each page, ensuring that when potential customers landed on the site, they’d find exactly what they were looking for.
Additionally, we revamped meta titles and descriptions across the site to improve click-through rates from search engine results.
Local SEO isn’t just about on-page optimization; it’s about making sure your business appears across all relevant platforms.
We set up business profiles on Google, Bing, and Apple, and optimized them for conversions. For example, we added a booking button to Timeless Spa’s Google business profile, linking directly to their appointment calendar for treatment packages.
This feature immediately started generating conversions, with 2-3 appointments per week initially, and steadily increasing over time.
Citations are a fundamental element of local SEO, especially for a new business. We built 50 high-quality citations across national and state-specific business directories.
This helped establish NAP (name, address, phone number) consistency, a key factor in local rankings. Additionally, these citations provided important backlinks to the homepage, helping to build domain authority early on.
Within three months, the website had generated over 1,000 clicks and 16,000 impressions from search engines. Daily clicks now exceed 10, which might not seem like a huge number, but given that this is a brand-new business targeting a local audience, these are highly relevant visitors with strong purchase intent.
Timeless Spa Center is now ranking in the top 10 for service-specific keywords such as “liquid botox,” “cavitation lipo,” and “cryo facial.” More impressively, they’re in the top 3 for major high-intent keywords like “facials Lexington Kentucky” and “facials near me.”
From July to October 2024, the site generated over $20,000 in organic revenue from treatment sales alone. Additionally, the calendar booking feature resulted in 72 conversions, which, with an average treatment value of $500, added another $36,000 to the spa’s revenue.
This was just the start. As we move forward, our focus will shift to content. I’ve already completed extensive keyword research for future blog topics, and we’ve planned a one-year content calendar with 4-5 blog posts per month.
These blogs will target specific user queries and naturally link to relevant services on the site. I’ll also launch a backlinks campaign to build authority for the blog posts and continue expanding the spa’s citation profile, adding another 50 high-quality citations.
One exciting win recently? Google’s Shopping tab feature allowed us to integrate 21 of Timeless Spa’s WooCommerce products directly into search results, giving them even more visibility.
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