Your Google Business Profile (formerly Google My Business) is the single most important local SEO asset for aesthetic practices. It's the first thing potential patients see when searching for services like "med spa near me" or "plastic surgeon in [city]"—and it's completely free.
A fully optimized GBP can be the difference between appearing in the coveted Map Pack (the top 3 local results) and being invisible to local searchers. This guide will show you exactly how to set up, optimize, and maintain your profile for maximum visibility and patient acquisition.
Why Your Google Business Profile Matters
When potential patients search for aesthetic services, they're looking for nearby providers they can trust. Your GBP is often their first impression of your practice:
76% of local searchers
visit a business within 24 hours of searching on their smartphone
28% of local searches
result in a purchase or booking within 24 hours
Profiles with photos
receive 42% more requests for directions and 35% more clicks to their website
Complete profiles
are 2.7x more likely to be considered reputable by consumers
Complete Profile Setup Checklist
Follow this step-by-step checklist to ensure your profile is 100% complete and optimized:
1. Claim & Verify Your Listing
Search for your business on Google Maps, claim it, and complete the verification process (usually via postcard, phone, or email)
2. Choose the Right Business Category
Primary: Select your most relevant category (e.g., 'Medical Spa', 'Plastic Surgeon', 'Dermatologist'). Add 5-9 additional relevant categories
3. Add Complete Business Information
Business name, address, phone (NAP), website URL, hours of operation, service areas
4. Write a Compelling Business Description
Use all 750 characters to describe your practice, services, unique approach, and what makes you different. Include relevant keywords naturally
5. Add Services Menu
List every treatment and procedure you offer with descriptions and pricing (when appropriate)
6. Upload High-Quality Photos
Profile photo, cover photo, interior/exterior photos, team photos, before/after photos (following HIPAA compliance)
7. Enable Messaging & Booking
Turn on messaging so patients can contact you directly. Add booking button if you use online scheduling
8. Select All Relevant Attributes
Women-owned, wheelchair accessible, free Wi-Fi, parking options, payment methods, etc.
Photo Optimization Strategy
Photos are the most engaging part of your GBP. Businesses with photos receive significantly more clicks, calls, and direction requests than those without.
Photo Types & Quantities
- Logo/Profile Photo: 1 (720x720px minimum)
- Cover Photo: 1 (1024x576px minimum)
- Exterior: 3-5 photos of your building/entrance
- Interior: 10-15 photos of reception, treatment rooms, waiting area
- Team: 5-10 photos of doctors, nurses, staff
- At Work: 8-12 photos showing treatments (with proper consent)
- Products: 5-10 photos of skincare, injectables, equipment
- Videos: 3-5 short clips (30 seconds max)
Photo Specifications
- Format:JPG or PNG
- Size:Between 10KB and 5MB
- Resolution:720px height minimum, 2048px maximum
- Quality:Professional, well-lit, in-focus
- Avoid:Stock photos, heavy filters, excessive text overlays
- Update:Add 2-4 new photos monthly
Before & After Photos: Important Guidelines
While before/after photos are powerful, Google has strict policies. You CAN upload them to your GBP, but they must comply with patient consent laws (HIPAA) and Google's policies. Never include nudity, graphic content, or identifying patient information without explicit written consent. Consider watermarking with your practice name for brand protection.
Google Posts: Your Free Marketing Channel
Google Posts appear directly in your Business Profile and search results. They're essentially free micro-ads that can showcase offers, events, updates, and more.
Post Frequency Best Practices
2-4 posts per week for maximum engagement
- What's New (updates, announcements)
- Offers (promotions, limited-time deals)
- Events (open houses, special days)
- Products (new treatments, services)
Posts expire after 7 days (events last until event date)
Post Content Tips
- Keep text between 100-300 words
- Always include a high-quality image or video
- Add a clear call-to-action (Book Now, Learn More)
- Include relevant keywords naturally
- Add button links to booking pages or service pages
- Time posts for maximum visibility (Tue-Thu, 10am-2pm)
Post Ideas for Aesthetic Practices
- Treatment spotlights
- Before/after transformations
- Patient testimonials
- Skincare tips
- Special promotions
- New service announcements
- Staff spotlights
- Educational content
Q&A Section Management
The Questions & Answers section is often overlooked but incredibly valuable. Anyone can ask questions, and anyone can answer—including your competitors. Take control of this section proactively.
Proactive Q&A Strategy
Don't wait for questions—seed your Q&A section with the most common patient inquiries:
- Ask yourself questions from a customer Google account (not your business account)
- Wait 24-48 hours, then answer from your business account with detailed, helpful responses
- Include relevant keywords naturally in your answers
- Add 10-15 pre-seeded Q&As covering your most common topics
Common Questions to Pre-Seed
- "What are your hours of operation?"
- "Do you accept insurance?"
- "How much does [treatment] cost?"
- "Do I need a consultation first?"
- "What is the recovery time for [procedure]?"
- "Do you offer financing options?"
- "Are consultations free?"
- "What should I bring to my first appointment?"
- "Do you have parking available?"
- "Can I book online?"
Monitor New Questions Daily
Set up alerts or check your GBP daily for new questions. Respond within 24 hours to show you're attentive. If a question is inappropriate or inaccurate, you can mark it for review by Google. Never ignore negative or competitive sabotage in your Q&A section.
Attributes and Services Selection
Attributes are special features and amenities that help patients understand what makes your practice unique. Services are the specific treatments and procedures you offer. Both are searchable and help with local SEO.
Essential Attributes to Select
- Wheelchair accessible entrance
- Wheelchair accessible parking lot
- Wheelchair accessible restroom
- Free Wi-Fi
- Restroom
- Waiting room
- Private parking lot
- Credit cards accepted
- Debit cards accepted
- Cash accepted
- Financing available
- Appointment required
- Online booking available
Services Menu Optimization
List every service you offer with detailed descriptions. This helps with keyword targeting and shows patients exactly what you do.
- Service name (use keywords patients search for)
- 150-300 character description
- Price or price range (optional but helpful)
- Duration (if applicable)
Booking Button Integration
The booking button makes it easy for potential patients to schedule appointments directly from your GBP. This reduces friction and can significantly increase conversion rates.
How to Add a Booking Button
- 1Choose a booking platform:
Google partners with scheduling platforms like Calendly, Acuity Scheduling, Square Appointments, BookSy, and others. You need to use an approved partner.
- 2Connect your scheduling system:
In your GBP dashboard, go to Info → Add appointment link. Select your booking provider and follow the integration steps.
- 3Test the button:
Search for your business on Google and click the booking button to ensure it works correctly and loads the right appointment options.
Pro Tip: Messaging Feature
Enable the messaging feature in your GBP settings. This allows potential patients to text you directly from your profile. Messages go to the Google Business app or can be forwarded to your phone. Respond within 24 hours to maintain high engagement rates. This is especially valuable for patients who prefer texting over calling.
How to Handle Duplicate Listings
Duplicate GBP listings are a common problem that can dilute your local SEO efforts, confuse potential patients, and split your reviews across multiple profiles. Here's how to identify and resolve them:
How Duplicates Happen
- Previous owner or staff member created a listing you don't have access to
- Google automatically created a listing based on web mentions
- You moved locations but created a new listing instead of updating the old one
- Multiple marketing agencies or staff created listings without coordinating
- Slight name variations (e.g., "Bella Med Spa" vs "Bella Medical Spa")
Steps to Remove Duplicate Listings
- 1Find all duplicates:
Search Google Maps for your business name. Check all variations of your name and address.
- 2Identify the primary listing:
Choose the listing with the most reviews, photos, and accurate information as your primary profile.
- 3Claim the duplicate if you can:
If you can access it, claim it and mark it as "permanently closed" or request removal.
- 4Report duplicates you can't access:
Use the "Suggest an edit" feature on the duplicate listing and select "Remove this place." Provide evidence that you own the primary listing.
- 5Use Google Business Profile support:
For stubborn duplicates, contact GBP support through the Help section in your dashboard. Be prepared with documentation proving you own the business.
- 6Be patient:
Duplicate removal can take 1-3 weeks. Continue monitoring and follow up if needed.
Note on Reviews
Unfortunately, you cannot transfer reviews from a duplicate listing to your primary profile. This is why it's critical to identify and establish your primary listing early. If a duplicate has valuable reviews, document them before removal and encourage those patients to re-review your primary profile.
Common GBP Mistakes to Avoid
Keyword Stuffing in Business Name
Don't add keywords to your business name. Google penalizes this. Use "Bella Med Spa", not "Bella Med Spa Botox Fillers Orlando"
Inconsistent NAP Information
Your business name, address, and phone must match exactly across your website and all online directories
Ignoring Reviews
Respond to ALL reviews (positive and negative) within 24-48 hours. This shows you care and improves rankings
Not Adding New Content
Inactive profiles drop in rankings. Add photos, posts, and updates regularly to stay relevant
Using PO Box or Virtual Office
GBP requires a physical location where you meet patients. PO boxes and virtual offices violate Google's policies
Setting Incorrect Business Hours
Nothing frustrates patients more than showing up when you're closed. Keep hours updated, including holidays
Selecting Wrong Primary Category
Your primary category is crucial for rankings. Choose the most specific, relevant category for your main service
Not Monitoring Insights
GBP provides valuable data on how patients find you. Check insights weekly to understand what's working
Google Business Profile FAQs
Your GBP Optimization Checklist
Use this checklist to ensure your Google Business Profile is fully optimized:
The Impact of a Fully Optimized GBP
When implemented correctly, a fully optimized Google Business Profile can transform your practice's local visibility:
- Dramatically increased visibility in the Google Map Pack (top 3 local results)
- More patient phone calls, website visits, and direction requests
- Higher conversion rates from local searchers ready to book
- Improved trust and credibility through reviews and complete information
- Competitive advantage over practices with incomplete profiles
- Better ROI from other marketing efforts as patients research your practice
For aesthetic practices in competitive markets, GBP optimization is non-negotiable. It's your most powerful free marketing tool and the foundation of your local SEO strategy.
Ready to Dominate Local Search?
Let our local SEO specialists audit and optimize your Google Business Profile for maximum visibility. We'll handle everything—setup, optimization, posting, review management, and ongoing maintenance.