SEO for Massage Therapists – 86% Traffic Increase [CASE STUDY]

SEO for massage therapists case study

In the world of online marketing, Stigan Media shines by focusing on SEO for massage therapists and other health and wellness professionals (e.g. dentists or naturopaths). Our team doesn’t just improve websites; we change the way massage therapy businesses are seen online and get new leads.

How did we achieve such impressive results? Keep reading this article or save your time contact us for a free SEO audit for your massage therapy salons.

Look at what we’ve done for massage therapists in British Columbia. With SEO strategies designed just for them, we’ve greatly increased their online presence, leading to an 86% jump in organic traffic. This big increase shows how effective our specific SEO methods are for local businesses:

Nationwide Self Storage SEO traffic increase by 86% for local massage therapists

We’re confident that our expertise in SEO for massage therapists has been clearly demonstrated.

Next, we’ll outline our process and successful strategies that could significantly improve your massage therapist website, drawing in more organic traffic and leads.

1. Initiating with Comprehensive Keyword Research

Picking keywords to rank in organic rankings for RMT massage SEO client

The journey to SEO success begins with keyword research, a task that may seem simple but is anything but straightforward. As experts in massage therapy SEO, we’ve refined our keyword research process to ensure we identify the most effective keywords for massage therapists in BC:

  • We evaluate the search volume of keywords to avoid targeting terms that nobody is searching for. For instance, a client once celebrated ranking #1 for “massage therapists Toronto,” only to realize the keyword had zero search volume, leading to no leads or website visits from Google.
  • We analyze the search intent behind each keyword to ensure it aligns with your business goals. Keywords with commercial and local intent, like “registered massage therapist Toronto,” indicate users looking for massage therapists in their area, making them valuable. However, keywords with informational intent, such as “can a massage therapist help with weight loss?”, often result in informational blog posts that are not tied to a specific location and are unlikely to benefit your business.
  • We assess keyword difficulty using sophisticated tools like Ahrefs and SEMrush. Our agency invests in top-tier resources to pinpoint the most advantageous keywords. Based on the client’s budget, we target keywords that are both achievable and capable of driving SEO traffic and leads to your massage therapy business.

Just like a massage therapist needs to understand the body’s needs before starting a session, keyword research is essential in SEO for massage therapists. It sets the foundation for your online marketing efforts. Without proper keyword research, the rest of your SEO plan might not hit the right spots.

2. Ensuring Precision in Web Analytics Before Diving into SEO

Before we dive deep into the intricacies of SEO for massage therapists, we set ourselves apart by taking a crucial extra step: meticulously verifying all web analytics tracking essentials. This preliminary stage is vital to ensure that every aspect of the project is accurately monitored, allowing us to present our clients with comprehensive SEO reports that truly reflect the value of our work.

Installed Google Analytics 4 for our massage therapists SEO client

Here’s how we ensure everything is set for success:

  • Google Analytics 4 Setup: We verify that Google Analytics 4 is correctly tracking your website, ensuring we have a clear view of visitor behavior and traffic sources.
  • Google Search Console Integration: This tool is essential for monitoring SEO performance and identifying any technical issues. We ensure it’s properly linked to your site for real-time insights.
  • Google Business Profile Access: Access to your Google Business Profile is checked to ensure your local SEO is fully optimized.
  • Expansion to Bing and Apple Maps: We don’t stop at Google; adding your practice to Bing and Apple Maps increases your visibility across all major platforms.
    Setting up massage therapist profile in Bing
  • SEO Software Integration: Your project is added to our premium SEO software for accurate position tracking, ensuring we’re always aware of your standings in search results.
  • Conversion Tracking: Most crucially, we set up specific goals in Google Analytics 4 to track conversions and leads accurately, whether they come through forms, email links, or phone calls. This step is essential for measuring the true ROI of your SEO efforts.
    Setting up Google Analytics goals for massage therapist SEO client

Many SEO agencies skip this vital setup phase, leading to incomplete reports and a skewed understanding of campaign effectiveness. At Stigan Media, we prioritize this foundational work to guarantee that the results we report are not just numbers, but a true reflection of the value and success your business gains from our SEO optimizations.

3. Conducting a Comprehensive Website SEO Architecture Audit

After laying the groundwork with thorough analytics setup, our next pivotal step involves a deep dive into your website’s current architecture. In the realm of SEO for massage therapists, a well-organized website structure is not just beneficial for search engine ranking, but is also crucial for enhancing user experience.

Website architecture for massage therapist website for effective SEO

Evaluating Link Structure: We meticulously assess the structure of your website’s links. A coherent and logical link structure is fundamental for guiding visitors smoothly through your site, which in turn, positively impacts your SEO performance.

Identifying Key Pages: Our focus narrows to identifying the pages that currently attract traffic and generate leads for your massage therapy business. These pages become our primary targets for optimization. By honing in on these areas, we ensure that our efforts are strategically aligned with your business goals, leading to more relevant and qualified leads.

Enhancing Internal Linking: We rigorously optimize internal linking among these key pages. Proper internal linking not only boosts SEO by distributing page authority across your site but also improves navigability for users, making it easier for them to find the information they’re seeking.

Optimizing Navigation: The navigation bar and footer are critical components of your site’s SEO and user experience. We ensure these elements are streamlined and intuitive, facilitating easy access to important sections of your site and enhancing overall site usability.

This comprehensive audit and subsequent optimization of your website’s SEO architecture set a solid foundation for your digital presence. By focusing on both the technical and user-experience aspects of your site, we pave the way for higher search engine rankings and a more engaging visitor experience.

4. Optimizing Content for SEO

Moving forward, the focus shifts to the meticulous optimization of content on pages targeted for specific massage therapist keywords. This phase begins with a comprehensive rewrite of existing content to align more closely with what Google’s algorithms favor.

Our content optimization process involves several key steps:

  • Utilizing Advanced SEO Tools: We employ the cutting-edge capabilities of Surfer SEO, a sophisticated tool that analyzes first-page search results, scrutinizing the content and algorithmically determining the optimal number of times keywords should appear. This ensures our content strategies are data-driven and aligned with current best practices.
    Writing SEO content for massage therapist with Surfer SEO tool
  • Expert SEO Copywriting: Armed with insights from Surfer SEO, our seasoned SEO copywriting team takes the helm. We start by collaborating with our massage therapist clients to pinpoint essential information that must be included in the content. Our skilled copywriters then craft compelling, high-converting content that incorporates the necessary keywords without compromising quality.

The challenge many agencies face in SEO for massage therapists lies in balancing keyword integration with content quality. Relying on inexpensive outsourced writing can lead to subpar content that, while possibly improving SEO rankings temporarily, risks turning users away due to poor readability or relevance.

At Stigan Media, we prioritize creating engaging and high-quality content. Our in-house team of local writers is not only adept at fitting keywords seamlessly into the text but also excels in producing content that captures and retains user interest. This approach ensures that your website not only ranks well but also provides a valuable and satisfying experience for visitors, thereby supporting your overall SEO strategy and business goals.

5. Enhancing On-Page SEO

After content optimization, we advance to refining on-page SEO elements across your entire website, not just the pages targeted for specific SEO efforts. This step is crucial for ensuring your massage therapist website ranks effectively in Google. Here’s a quick guide on what to focus on for on-page optimization:

  • Meta Titles Optimization: Incorporate your primary keyword, such as “Toronto massage therapist,” to strengthen your relevance for targeted searches.
  • Meta Description Optimization: While not a direct ranking factor, a well-crafted meta description can improve your click-through rate, indirectly benefiting SEO by signaling popularity and relevance to search engines.
  • Alt Tags Optimization: Enhance your images with descriptive alt tags that naturally include targeted keywords, improving accessibility and SEO.
  • H1 Optimization: Ensure each page has a single H1 tag that concisely describes the page’s content. Including a combination of the massage therapist keyword and location can be effective.
  • H2 to H6 Optimization: Use these headings to structure your content for both users and search engines. Aim for a balanced use of targeted keywords without over-optimization.
  • Schema Implementation: Utilize schema markup to clarify your website’s content to Google, enhancing your presence in search results with rich snippets, such as reviews of your massage therapy services.
    Google snippet with reviews for our massage therapist client
  • SEO-Friendly URL Checks: Although ideally addressed during the website architecture phase, it’s important to double-check that your URLs are structured effectively and include targeted keywords.
  • Internal Linking: Establish a coherent internal linking strategy to distribute page authority throughout your site and improve navigability.
  • NAP Consistency: For local SEO, ensure your name, address, and phone number (NAP) are consistently presented across your site, ideally with embedded maps for easy location referencing.
  • Customer Testimonials: Incorporate genuine client testimonials that include keywords to boost credibility and trustworthiness in the eyes of both potential clients and search engines.
  • E-E-A-T Principles: Highlight your Experience, Expertise, Authoritativeness, and Trustworthiness by showcasing certifications, awards, and detailed team member profiles to persuade search engines of your business’s credibility.

By meticulously applying these on-page SEO practices, you not only improve your site’s visibility and ranking potential but also enhance the overall user experience, leading to higher engagement and conversion rates for your massage therapist business.

6. Boosting Local SEO and Optimizing Google Business Profile

For massage therapists, local SEO is a linchpin in attracting clients within your vicinity, making it a critical aspect of your overall SEO strategy. Having laid the groundwork with Google Maps integration and accurate contact information, we now focus on tightly weaving your website with your Google Business Profile and optimizing it comprehensively.

The Example of Google Business Profile ranking for Toronto massage therapist

Here’s how we enhance your local SEO and Google Business Profile:

  • Accuracy and Keyword Usage: We ensure your Google Business Profile’s URL and all other fields are meticulously filled out, incorporating relevant keywords without compromising natural language.
  • Categories Selection: By selecting relevant and additional categories, we make your profile more likely to appear in targeted searches related to massage therapy services.
  • Image Optimization: We update and optimize the images on your Google Business Profile, as visually appealing profiles are more engaging and can influence ranking.
  • Service Area Optimization: We fine-tune your listed service areas to ensure they encompass the most relevant locations where potential clients are located.
  • Regular Updates with Posts: Keeping your Google Business Profile fresh with regular posts about your services, promotions, or health tips can engage potential clients and contribute positively to your profile’s visibility.
  • Encouraging Reviews: The impact of reviews on your profile’s ranking cannot be overstated. While our SEO techniques set the stage, the quest for genuine, positive reviews requires your active engagement. We support this effort with templates designed to encourage clients to leave feedback that’s beneficial for SEO. Remember, the authenticity of reviews is crucial; purchasing fake reviews can lead to penalties from Google. Always aim for genuine customer feedback.
  • Professional Responses to Reviews: Our team takes care of responding to all reviews in a manner that’s both professional and SEO-conscious, further enhancing your profile’s appeal and credibility.
  • Bing Business Profile Optimization: Although Google dominates search engine usage, we don’t overlook the importance of Bing. Optimizing your Bing Business Profile is another step we take to ensure maximum online visibility.

For the most rapid and sustainable improvements in your ranking, focusing on building a solid reputation through genuine reviews is essential. This approach, combined with our expert SEO tactics, lays a strong foundation for your massage therapist business’s online presence. Remember, in the realm of local SEO, authenticity and consistency are your best allies for long-term success.

7. E-E-A-T For Massage Therapist For Best SEO Results

For massage therapists, shining in SEO means focusing heavily on E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness. This is especially crucial because Google considers massage therapy as part of the YMYL (Your Money or Your Life) category. YMYL pages are held to high standards by Google because they can significantly impact a person’s health, happiness, or financial stability. Google is particularly cautious about not showing searchers unqualified or illegal massage therapists, as poor treatment can seriously affect someone’s quality of life.

To prove to Google that you’re a legitimate, certified expert in massage therapy, and thereby improve your SEO, you should:

1. Create a detailed “Our Team” page on your website, with a comprehensive bio for each massage therapist. A bio should highlight their experience, expertise, certifications, and personal approach to massage therapy. Here’s an example of a bio that meets the E-E-A-T SEO factor:

“Carol is a registered massage therapist with over 3 years of experience. She specializes in a variety of techniques such as Swedish (relaxation), Deep tissue, Myofascial release, Pin & stretch, Muscle strengthening, and more. Carol is committed to collaborating with her clients to develop personalized treatment plans that address their specific needs and health objectives.

Carol graduated from the Vancouver College of Massage Therapy in 2018, where she completed over 550 hours of clinical practice and treated more than 300 patients. Her experience includes pregnancy (and post-natal) massage, geriatric massages, sports massages, and relaxation massages.

Carol’s passion for massage therapy started at a young age, often giving massages to her mom. Her desire to help others led her to complete a Bachelor’s in Social Work at UBC in 2015. After moving to Vancouver and meeting a Registered Massage Therapist, Carol realized she could combine her passion for helping people with her interest in health & wellness through massage therapy.

Today, Carol is a successful RMT with excellent reviews and credentials, known for her dedication to her clients’ well-being and her expertise in creating effective, personalized treatment plans.”

By clearly showcasing the qualifications, experience, and caring approach of each therapist, you demonstrate to Google and potential clients that your practice meets the high E-E-A-T standards necessary for a trusted and authoritative presence in the health and wellness field.

2. Add real photos and genuine social media profiles for your massage therapists. A big issue for massage therapy businesses is that many therapists prefer not to share their photos and social media details. However, Google uses this information to help decide if you should rank in organic searches. Our aim is to convince Google’s search bots that your team consists of fully qualified and certified massage therapists, making this step crucial.

8. Implementing Advanced Technical SEO for Your Massage Therapy Business

Technical SEO is where the intricacies of optimizing a website for search engines truly come into play. It’s an area often overlooked by less experienced SEO agencies, but it’s critical for ensuring your website meets Google’s stringent technical standards. Here’s how we tackle technical SEO:

Resolving 301 and 404 Errors

We begin by deploying Screaming Frog, a comprehensive tool that simulates how search algorithms crawl your site. This allows us to identify and rectify 301 redirects (which are pages that point to a new location) and 404 errors (pages that no longer exist). Our aim is to ensure that all pages on your website return a 200 OK status code, signaling successful communication with the server and a positive user experience.

Using screaming frog for our SEO for massage therapist clients to identify 301 and 404 pages

Speed Optimization

Website speed is a significant ranking factor for Google. Using Google’s PageSpeed Insights, we analyze and enhance your website’s loading times. Fast loading speeds not only improve your SEO rankings but also significantly enhance user experience, crucial for retaining potential clients who visit your massage therapist website.

Local massage therapist website speed optimization

Mobile Optimization

With the majority of web traffic coming from mobile devices, ensuring your website is mobile-friendly is non-negotiable. We meticulously review the mobile version of your site for common issues such as small font sizes, closely packed elements, and any broken styles, guaranteeing a seamless and engaging user experience across all devices.

SSL Certificate Verification

Security is paramount for Google and users alike. We check to ensure your SSL certificate is current and properly installed. An active SSL certificate encrypts data transmitted between a user’s browser and your website, marking your site as secure. An expired certificate can deter visitors and negatively affect your search rankings.

By addressing these technical SEO aspects with precision and care, we ensure your massage therapist website not only meets but exceeds Google’s technical requirements. This meticulous approach to technical SEO sets the foundation for your website’s long-term success, ensuring it’s fully optimized to rank well in search results and offer an exceptional user experience.

8. Mastering Off-Page SEO

Off-page SEO, particularly acquiring backlinks, stands as one of the most challenging yet vital aspects of a comprehensive SEO strategy. The quality of backlinks—a link from another site to yours—is crucial because it signals to search engines the credibility and relevance of your website. However, securing high-quality backlinks requires a nuanced approach, as not all backlinks are beneficial.

At Stigan Media, we’ve honed a systematic approach to building backlinks that significantly benefit massage therapist businesses.

Local Directory Listings

Our initial step involves curating a list of trustworthy local directories for your business listing. This not only aids in backlink building but also strengthens local SEO signals by consistently presenting your location and contact information, helping Google better understand and rank your business in local searches.

Securing Valued Domain Links

Over the years, we’ve established relationships with numerous website owners who permit us to publish posts on their platforms. These posts include relevant backlinks to our clients’ websites. Currently, we collaborate with over 1,000 reputable websites, offering a unique advantage to our massage therapist clients by securing them high-quality links, a feat not easily matched by many agencies.

Disavowing Harmful Links

It’s not uncommon for a website to acquire toxic backlinks, whether through past SEO practices, malicious competitors, or spam. Such links can negatively impact your site’s SEO performance. Our team conducts thorough backlink audits to identify and disavow harmful links, effectively telling search engines that these links do not represent our endorsement or partnership, safeguarding your site’s reputation.

Conclusion: The Importance of SEO for Massage Therapist Businesses

In conclusion, a robust SEO strategy is indispensable for massage therapist businesses looking to enhance their online presence, attract more clients, and ultimately grow their practice. From conducting thorough keyword research to optimizing your Google Business Profile, and from ensuring your website’s architecture supports SEO to engaging in sophisticated off-page SEO tactics, every step is crucial in building a strong digital footprint.

Our systematic approach at Stigan Media, which encompasses everything from local SEO enhancements to the meticulous auditing of technical SEO aspects and the strategic acquisition of high-quality backlinks, is designed to ensure your massage therapy business stands out in a crowded digital landscape. The integration of these techniques not only boosts your visibility across search engines but also significantly improves user experience, encouraging potential clients to choose your services.

SEO may seem daunting due to its complexity and the ever-evolving nature of search engine algorithms. However, the benefits it brings to your massage therapy business are profound and long-lasting. Effective SEO leads to increased organic traffic, higher conversion rates, and, most importantly, a stronger connection with your target audience.

If navigating the intricacies of SEO for your massage therapist business seems overwhelming, remember, you’re not alone. Stigan Media is here to guide you through every step of the process. Our expertise and tailored strategies ensure that your business not only meets but exceeds its online marketing goals.

Stigan Media focuses on SEO for massage therapists. If implementing SEO on your own is hard, our free SEO audit can help improve your website.