Confession: I'm obsessed with Google Business Profiles for one simple reason - they're free money sitting on the table for most spas and salons.

OK fine, not literally free money. But damn close.

Every day I walk past salons with empty chairs while watching their competitors down the street turning people away. The difference? Rarely skill. Usually just Google visibility.

This stuff isn't complicated, but it IS specific. And Google keeps changing the rules without telling anyone.

I've been stalking the profiles of the busiest salons in major cities for the past few months (yes, I'm that person). I've reverse-engineered what's actually working RIGHT NOW - not what worked in 2021 or whatever outdated garbage most blogs are recycling.

No "my salon was dying until I discovered this one weird trick." 

Just 10 concrete things you can implement this week that will start driving real humans with real wallets through your real doors.

So, let’s start.

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10 Ways to Attract More Visitors to Your Google Business Profile

Below are 10 Google Business Profile optimizations that address what both the algorithm and potential clients want to see.

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1: Choose the right primary and secondary categories to appear in more searches

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 the 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:

1. Select your primary category based on your core revenue service - not just your general business type. If 70% of your revenue comes from massages, consider using "Massage Spa" instead of the broader "Day Spa" as your primary category.
2. Check what categories your top-ranking competitors use. Search for your main services in your area and see what businesses consistently rank in the top 3. You can view a business's primary category directly in the search results.
3. Add these secondary categories based on your actual service offerings:
   
   • Hair salon
   • Hot tub store
   • Massage therapist
   • Nail salon
   • Reflexology service
   • Sauna
   • Cosmetology school
   • Tanning salon
4. Avoid the temptation to add irrelevant categories just to appear in more searches. Google's algorithm penalizes category spam, and it can actually hurt your visibility for your legitimate services.
5. Update your categories if you add or remove services. If you stop offering tanning services, immediately remove that category to maintain relevance and trust with both Google and potential clients.

Remember: Categories tell Google what you do, not just what you are. Choose them based on the specific services you want to be found for, not just general business descriptions.

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2: Create service-specific landing pages and link them from your profile

While clients can book directly through your Google Business Profile, creating dedicated landing pages for each service builds credibility and captures the "research before booking" crowd.

Create a detailed page for each of your core services on your website. Let’s take Salon DNA Hair for example.

They have specific landing pages for each services: 

• Color and Lighting: https://www.salondnahair.com/services/color-and-lighting/
• Keratin Conditioning: https://www.salondnahair.com/services/keratin-conditioning/
• Hair Extensions: https://www.salondnahair.com/services/hair-extensions/
• Haircut Styling: https://www.salondnahair.com/services/haircut-styling/ 

On each service page, include clear service descriptions with benefits, pricing options, package information, professional photos of the treatment room/equipment. Lastly, a prominent "Book Now" button at top and bottom

And, in your Google Business Profile, you can add each service and add a booking button as usual.

Down the line, track which path generates more bookings by adding UTM parameters to links from your GBP. Monitor if bookings come directly from GBP or after visiting service pages. (More on this in a minute - in #7)

This two-path approach accommodates both impulsive bookers who schedule directly from your GBP and researchers who want more information before committing. The detailed service pages also strengthen your local SEO by creating service-specific content that Google can index and match to relevant searches.

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3: Complete every section of your profile according to Google's guidelines

Google flat-out tells us that complete profiles perform better, yet most owners fill out the bare minimum.

Go beyond the basics. Yes, your name, address and phone number matter, but what about those "optional" fields that aren't really optional if you want to rank well? Add your holiday hours, COVID policies, payment methods accepted, and even parking information.

The attributes section is massively underused. If you're woman-owned, say so. If you offer online appointments, mark it. Have wheelchair access? Free WiFi? These little toggles make a big difference.

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4: Add 20+ high-quality photos showing treatments, interiors and results

Your visual presentation is often the deciding factor when potential clients choose between you and competitors.

As per Google themselves, businesses with well-populated photo galleries on their Google Business Profile receive 42% more requests for directions and 35% more website clicks than those with minimal images. Yet most spa owners completely overlook this opportunity.

Photos tell the story words can't. They let clients mentally place themselves in your spa before they ever walk through the door. After analyzing hundreds of successful spa profiles, I've found the magic number is at least 20 diverse, high-quality images.

• Start with your space. Capture the entrance, reception area, and treatment rooms when they're perfectly staged. Morning natural light works best for interiors. Remove clutter, but keep enough elements to show personality - empty rooms feel cold and unwelcoming.
• Document actual treatments in progress. These action shots are powerful because they show exactly what clients can expect. Get proper written consent and photograph massages, facials, or nail services from flattering angles. Avoid anything that looks uncomfortable.
• Before/after photos to convert skeptics into believers. They're particularly effective for facials, microblading, lash extensions or body treatments. Be honest - dramatic but realistic results with consistent lighting build trust.

Update seasonally. Add photos of holiday decorations, seasonal treatments, or special events. Fresh content signals to Google that your business is active and engaged.

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5: Set up direct booking integration to convert profile visitors instantly

Most spas lose potential clients during the awkward gap between when someone discovers them on Google and when they actually book. 

That 5-minute window is where sales die. 

The booking button on your Google Business Profile bridges this gap, turning browsers into buyers without them ever leaving Google. Compatible booking platforms include:

• Zoca AI
• Vagaro
• Mindbody
• Booksy
• Schedulicity
• Acuity Scheduling
• Square Appointments
• Fresha
• Genbook

Setting this up is surprisingly simple. If you're using any modern scheduling software, locate their "Reserve with Google" integration, enable it, and paste the provided booking URL into your Google Business Profile under "Edit profile" → "Booking" or "Appointment links." Google will verify and activate it within 24 hours.

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6: Use your business description to target local service keywords

Most spa owners waste their Google Business Profile description on generic fluff about "relaxation" and "pampering." These descriptions do nothing to help you appear in relevant searches. Instead, treat your business description as valuable SEO real estate by strategically incorporating local service keywords.

Start by identifying the specific treatments potential clients are searching for in your area. 

Then use these keywords naturally into your description, focusing on your specialties while maintaining readability. For example, rather than "We offer relaxing services," write "Our Miami spa specializes in deep tissue massage, hot stone therapy, and advanced anti-aging facials using organic products."

Remember to include your location details within the description as well. Phrases like "serving Miami and surrounding areas" or "conveniently located in central Miami" help Google connect your business to local searches.

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7: Set up UTM tracking to measure actual profile-to-booking conversions

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 your custom UTM codes: Use Google's Campaign URL Builder tool to generate tracking parameters with source=google, medium=business_profile, and campaign=local_listing.

Step 2 - Update your website link: Log into 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 booking links: If you use direct appointment booking on your profile, add similar UTM parameters to those links through your booking software's settings.

Step 4 - Connect with Google Analytics: Ensure your website has Google Analytics 4 properly installed so it can capture and report on these tagged visits.

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

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8: Focus on other local SEO efforts to boost your profile's visibility

Your Google Business Profile doesn't exist in isolation. It's part of a bigger local search ecosystem. Create location-focused content on your website that backs up what your profile says you do. Write blog posts about spa treatments specifically for your local climate or skin concerns common in your region.

I've seen spas find huge success with "Best of" style content that naturally incorporates location keywords. Something like "10 Most Luxurious Spa Treatments in Arizona" or "Why Americans Women Are Switching to Organic Facials" can rank well and drive local traffic.

The connection between your website and profile matters. When Google sees consistent information across both, it strengthens your local relevance. Add a "Service Areas" page to your website that mentions specific neighborhoods or nearby towns you serve.

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9: Build a systematic process for collecting reviews every week

The difference between businesses swimming in 5-star reviews and those struggling comes down to one thing: a consistent system. Most spa owners randomly ask for reviews when they remember or have a particularly happy client. This approach fails.

• Create dedicated review touchpoints - Train staff to ask for reviews immediately after service when satisfaction is highest, and have a tablet or QR code ready for immediate action.
• Implement a 3-hour follow-up - Send a personalized text or email with a direct link to your Google review form within 3 hours of completed appointments for clients who don't review on-site.
• Track and incentivize staff performance - Monitor which team members generate the most reviews and create friendly competition with small rewards for those mentioned in positive feedback.
• Remove all friction from the process - Test your review collection system yourself and count the clicks - if it takes more than three steps from receiving your message to submitting a review, simplify it.

Block 15 minutes daily to respond to every new review, positive or negative. Google's algorithm notices businesses that actively engage with reviews, and potential clients absolutely read your responses.

Set a specific weekly target - even just 5 new reviews per week compounds to over 250 annual reviews, enough to dominate local search in most markets.

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10: Add your location to your GBP business name for increased visibility

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

Let’s understand why it works: Google's algorithm treats business names as super-important when deciding which businesses to show for local searches.

When someone types "massage Texas" into Google, the system scans for business names that include both those terms. A profile named "Serenity Spa Texas" has a built-in advantage over "Serenity Spa" because it contains the exact words people are searching for. 

It's basic keyword matching, but it happens at a profile level where it carries extra weight.

This isn't some complex hack. It's just how Google's indexing system works. The algorithm naturally favors direct matches in business names over matches in descriptions or services. 

SOLUTION: If you're worried about getting caught, consider actually changing your legal business name to include the location. Then you're fully compliant while still getting the ranking boost. Either way, many successful spas have used this straightforward approach to dramatically improve their local visibility without touching anything else in their profile.

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Conclusion

Most spa owners obsess over the perfect website and Instagram aesthetic while their Google Business Profile sits neglected and half-complete. Meanwhile, their competitors quietly implement these straightforward optimizations and capture all the local traffic. These aren't complicated marketing tactics – they're simple adjustments anyone can make with noticeable results.

For busy spa owners juggling clients and staff, tools like Zoca AI can handle the heavy lifting by automating booking management and implementing many of these optimization strategies automatically. The important thing is taking action, because Google continues to dominate how local clients find and choose their next spa experience.

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