Let’s be real: most spa and salon owners pour time and money into their website or Instagram, but those empty chairs don’t magically fill up. The real game-changer? Showing up on Google, right where local clients are searching.

Every day, I see one salon packed and another quiet, even though both are talented. The difference isn’t skill. It’s Google visibility and smart local SEO.

I’ve spent months digging into what actually works for Google Business Profiles; no gimmicks, no recycled advice. The strategies you’ll find here are what’s working right now for real salons in real cities.

Ready to bring in more clients? Here are 10 practical, proven ways to optimize your Google Business Profile and get found by the people who matter most: your next local customer.

10 Strategies to Attract More Local Clients via Your Google Business Profile

Below are the 10 most impactful Google Business Profile optimization tactics, designed to impress both Google’s algorithm and your ideal clients.

1. Optimize Google Business Profile Categories for Local SEO

Most spa owners simply pick "Beauty Salon" as their primary category and call it done. This is a massive missed opportunity that's costing you clients every single day.

Google's search algorithm heavily weights category selection when deciding which businesses to show for specific searches. The primary category has the strongest influence on your visibility, but you can select up to 9 additional categories that expand the types of searches where you'll appear.

According to data from Ahrefs, businesses that appear in Google's map pack (the top 3 local results) have strategically selected both primary and secondary categories that align with high-volume service-specific searches in their area.

Here's how to get this right:

• Start by making your primary category the service that brings in the most income. For instance, if massages account for the majority of your bookings, pick “Massage Spa” instead of a catch-all like “Day Spa.” This helps Google connect you to people looking for exactly what you do best.
• Next, review the categories your top-performing competitors are using on Google. Search for your main service in your area, see which salons consistently appear in the top results, and make a note of the categories they’ve picked.
• Think about the other services you truly provide and add them as secondary categories. For instance, if you also offer haircuts or nail treatments, include categories like “Hair Salon,” “Nail Salon,” or “Massage Therapist,” but only if they honestly reflect what your spa or salon does day-to-day. This keeps your profile accurate and relevant.
• Don’t add unrelated categories just to show up in more searches. Google could penalize your profile, which might lower your chances of being found for your actual services.
• Ensure that your categories always accurately reflect the services you currently offer. Remove any that no longer apply as soon as your menu changes.

Pro Tip: Your categories signal to Google what you actually do, not just your business type. Always select categories that match what you want people to find you for, rather than only using broad descriptions.

2. Create Service-Specific Landing Pages and Link Them from Your Profile

Instead of listing all your services on a single page, make your website work harder by following these steps:

• Create a separate, detailed page for each major service you offer (like color and lighting, keratin conditioning, hair extensions, or haircut styling).
• On every service page, clearly outline what’s included, highlight key benefits, share up-to-date pricing or packages, and include professional photos that showcase your work.
• Add a prominent “Book Now” button at the top and bottom of each service page to make it easy for clients to take action.
• Update your Google Business Profile to guide clients straight to the right service pages and booking options.
• Use tracking links (such as UTM parameters) to understand whether bookings are coming directly from Google or after visitors check out your site (details in tip #7).

This approach appeals to both quick decision-makers and those who like to research before booking, and it strengthens your SEO by giving Google more relevant content for local searches.

3. Complete All Google Business Profile Sections to Improve SEO Rankings

Google makes it clear: the more complete your profile, the better it will perform. Yet, many spa and salon owners stop after filling out just the basics.

Don’t leave opportunities on the table. Go beyond your name, address, and phone number by including:

• Up-to-date holiday hours and special schedules.
• COVID-19 policies and health/safety measures.
• Accepted payment methods.
• Parking details and accessibility info.
• All relevant business attributes (like “woman-owned,” “wheelchair accessible,” “online appointments,” or “free WiFi”).

The attributes section is especially powerful but often overlooked. Completing each toggle helps your business appear in more relevant searches and builds trust with potential clients.

The bottom line: Fill out every available field. A fully completed profile isn’t just more informative, it tells both Google and your future clients that you’re active, trustworthy, and ready for business.

4. Upload High-Quality Photos to Boost Google Business Profile Engagement

Great photos can be the deciding factor when a client is choosing between you and another spa. Businesses with a high volume of high-quality images and videos on their Google Business Profile receive more clicks and direction requests.

Here’s how to make your photo gallery stand out:

• Aim to add at least 20 diverse, high-resolution images that meet Google Business Profile requirements.    
• Start with your space: Snap the entrance, reception, and treatment rooms when they’re clean and well-lit (morning light works best). Show some personality; rooms shouldn’t look empty or cold.
• Capture real treatments in action. Get permission and take photos during massages, facials, or nail services, focusing on flattering, genuine moments.
• Use before-and-after shots for results-driven services, such as facials, lash extensions, or body treatments. Ensure the lighting is consistent and the results are accurate and honest.
• Refresh your photos seasonally; think holiday decor, special events, or new treatments. New images show Google (and clients) that your business is active and up to date.

A strong visual presence not only attracts more clients but also signals to Google that your business is relevant and trustworthy.

5. Enable Direct Booking on Google Business Profile to Increase Appointments

Make it as simple as possible for clients to book an appointment as soon as they find you on Google. The fewer obstacles between discovery and booking, the more likely you are to fill your calendar.

• Use “Reserve with Google” or connect your Google Business Profile to a trusted booking software, such as Zoca AI, Fresha, or Booksy.
• Setting this up is surprisingly simple. If you’re using any modern scheduling software, find their “Reserve with Google” integration, enable it, and paste the booking URL into your Google Business Profile under “Edit profile” → “Booking” or “Appointment links.” Google will verify and activate it within 24 hours.
• Add a “Book Now” button to your profile so clients can schedule directly from your Google listing with no extra steps or phone calls required.
• Keep your availability up to date so people can book instantly, even outside business hours.
• Test the booking process yourself to ensure it’s fast, user-friendly, and works smoothly on mobile devices.

Direct booking integration doesn’t just make things easier for your clients; it also helps you stand out from competitors and signals to Google that your business is active and responsive.

6. Write a Keyword-Rich Google Business Description for Local SEO

Many spa owners fill their Google Business Profile description with vague phrases like “relaxation” or “pampering.” This doesn’t help you show up in the right searches. Instead, treat your business description like valuable SEO real estate by working in specific local service keywords that reflect what you actually offer.

• Figure out which treatments potential clients in your area are searching for most.
• Naturally weave these keywords into your description, focusing on your specialties and what makes you unique. For example: Instead of “We offer relaxing services,” try “Our Miami spa specializes in deep tissue massage, hot stone therapy, and advanced anti-aging facials using organic products.”
• Clearly mention your location in your description. Phrases like “serving Miami and surrounding areas” or “conveniently located in central Miami” help Google connect you to local searches.

A focused, keyword-rich business description not only boosts your local rankings but also attracts clients who are searching for exactly what you do best.

7. Track Google Business Profile Conversions with UTM Analytics

Most spa owners have no idea how many bookings actually come from their Google Business Profile versus other channels. Without this data, you're flying blind on which marketing efforts deserve more investment. UTM tracking solves this problem by adding special tags to your website links.

Step 1: Create custom UTM codes for each booking link using Google’s Campaign URL Builder. Set the source as “google”, the medium as “business_profile”, and the campaign as “local_listing.”

Step 2: Update your website and booking links. Log in to your Google Business Profile, edit your website URL, and replace it with your new UTM-tagged link (it will look like yourspawebsite.com?utm_source=google&utm_medium=business_profile&utm_campaign=local_listing).

Step 3: Add tracking to all appointment and booking buttons (not just your main website link) for a complete picture of your conversions.

Step 4: Connect your site to Google Analytics 4 so you can monitor how many profile visitors turn into actual bookings.

Step 5: Review these metrics monthly to determine if profile optimization efforts are paying off with actual bookings (not just profile views).

8. Strengthen Google Business Profile with Local SEO Content and Consistency

Your Google Business Profile is important, but it gets even better when your website backs it up. Here’s how you can make both work together:

• Write blog posts about treatments and tips that matter to people in your area. Think “Best Facials for Humid Weather in Miami” or “Top Spa Treatments for Chicago Winters.”
• Use local keywords in your articles, like your city, neighborhood, or region. Titles such as “10 Most Relaxing Spa Services in Arizona” work really well for attracting local readers.
• Make sure the details on your website (like your address, services, and business hours) match what’s on your Google Profile. Google loves consistency!
• Add a “Service Areas” page to your site that lists all the neighborhoods or towns you serve. This helps you show up for more local searches.

By connecting your website and Google Profile, you’ll look more trustworthy to both Google and potential clients, giving you a better shot at landing in those top local search results.

9. Build a Systematic Process for Collecting Google Reviews Every Week

The difference between businesses swimming in 5-star reviews and those struggling comes down to consistency. Most spa owners only ask for reviews sporadically or after a particularly happy client; this approach doesn’t build momentum.

• Ask at the Right Time: Train staff to request feedback immediately after a service, when clients are most satisfied, and make it easy with a tablet or QR code at checkout.
• Follow Up Promptly: For clients who don’t leave a review on-site, send a friendly text or email with your Google review link within three hours of their appointment.
• Encourage Healthy Competition: Track which team members generate the most reviews and motivate them with fun rewards for those mentioned by name.
• Keep It Simple: Test your review system yourself. If it takes more than three clicks, streamline the process so clients don’t give up.
• Engage with Every Review: Block 15 minutes each day to respond to all new reviews, whether positive or negative. Google notices businesses that engage, and potential clients read your replies.
• Set a Weekly Goal: Aim for five new reviews each week. That adds up to over 250 a year—enough to help you dominate local search.

10. Add Your Location to Your Google Business Name for Enhanced Local SEO (Advanced)

Note: This technically breaks Google's guidelines in most cases. Do so at your own risk.

Let’s break down why this works:

Google’s algorithm pays special attention to business names when deciding which businesses appear in local search results. When someone searches for “massage Texas,” Google looks for business names that include both those words. So, a profile named “Serenity Spa Texas” has a natural advantage over just “Serenity Spa,” because it contains the exact terms people are typing in.

This is simple keyword matching, but at the business name level, it carries much more weight. Google’s system favors exact matches in business names more than matches in your description or service list.

It’s not a complicated trick or loophole; this is just how Google’s indexing works. Direct keyword matches in your business name help you show up more often in relevant local searches.

What’s the best way to use this tactic?

• If you want to play it safe and stay fully compliant, consider legally changing your business name to include your location. This way, your profile and all your branding will match, and you’ll still reap the ranking benefits.
• Many successful spas and salons have used this straightforward approach to boost their visibility, sometimes without changing anything else in their profile.

Used wisely, this simple adjustment can make a big difference in how often local clients find your business.

Final Thoughts

It's frustrating when you have a great website and active social media, but still struggle to show up on Google. Every day that your spa or salon has low visibility on Google can result in empty slots, missed opportunities, and lost revenue. Many spa and salon owners miss out on new clients simply because their Google Business Profile isn't fully optimized.

For busy spa owners juggling clients and staff, tools like Zoca AI takes the heavy lifting off your plate. It automatically manages your bookings and puts many of these optimization strategies into action, so your profile stays updated and visible without you having to micromanage every detail.

See What’s Possible:

Natura Spa, a two-location spa in New York City, recently optimized their Google Business Profile and automated their booking system using Zoca AI. In just two months, they generated over 400 local leads and began welcoming new clients every single day; a real-world example of how effective local SEO and smart technology can transform a spa business.

Ready to turn local Google searches into loyal customers? Try Zoca AI and watch your bookings grow.