Introduction: Why Google Maps Matters for Aesthetic Clinics
Google Maps is often the first place potential patients discover your clinic. When someone searches "Botox near me" or "aesthetic clinic [city]", the local pack (the map with 3 business listings) appears at the top of search results—above even the organic listings.
Clinics that rank in the local pack receive 44% more clicks than those that don't. For aesthetic clinics, where trust and proximity are crucial decision factors, Google Maps visibility can be the difference between a thriving practice and an empty waiting room.
"46% of all Google searches have local intent. For aesthetic clinics, that percentage is even higher—patients want treatments close to home or work."
Understanding Google Maps Ranking Factors
The Three Pillars of Local Pack Ranking
| Factor | Weight | What It Means |
|---|
| Relevance | ~25% | How well your profile matches the search |
| Distance | ~25% | How close you are to the searcher |
| Prominence | ~50% | How well-known and trusted your clinic is |
Prominence Signals Google Evaluates
| Signal | Impact | How to Improve |
|---|
| Reviews | Very High | Quantity, quality, recency |
| Citations | High | Consistent NAP across web |
| Website authority | High | SEO, backlinks, content |
| Engagement | Medium | Clicks, calls, direction requests |
| Photos | Medium | Quantity, quality, recency |
Optimising Your Google Business Profile
Essential Profile Elements
| Element | Optimisation | Priority |
|---|
| Business name | Exact legal name (no keyword stuffing) | Critical |
| Primary category | Most relevant (e.g., "Aesthetic Clinic") | Critical |
| Secondary categories | All relevant services | High |
| Address | Exact, consistent format | Critical |
| Phone number | Local number, trackable | Critical |
| Website | Homepage or location page | High |
| Hours | Accurate, including special hours | High |
| Description | 750 characters, keyword-rich | Medium |
Category Selection for Aesthetic Clinics
| Primary Category Options | Best For |
|---|
| Medical spa | Full-service aesthetic clinics |
| Skin care clinic | Skin-focused treatments |
| Cosmetic surgeon | Surgical procedures |
| Beauty salon | Non-medical treatments |
Secondary Categories to Add
- Botox clinic
- Dermal filler service
- Laser hair removal service
- Skin care clinic
- Medical spa
Photo Optimisation Strategy
Photo Types and Quantities
| Photo Type | Recommended Quantity | Purpose |
|---|
| Logo | 1 | Brand recognition |
| Cover photo | 1 | First impression |
| Interior | 10-20 | Show clinic environment |
| Exterior | 3-5 | Help patients find you |
| Team | 5-10 | Build trust |
| Before/after | 10-20 | Demonstrate results |
Photo Best Practices
| Practice | Implementation |
|---|
| Geotagging | Add location data to images |
| File naming | Use descriptive names (botox-treatment-london.jpg) |
| Quality | High resolution, professional |
| Frequency | Add 2-3 new photos monthly |
Review Management Strategy
Review Metrics to Target
| Metric | Target | Why It Matters |
|---|
| Total reviews | More than top competitors | Social proof |
| Average rating | 4.7+ stars | Quality signal |
| Review velocity | 4-8 per month | Freshness signal |
| Response rate | 100% | Engagement signal |
| Response time | Within 24 hours | Customer service |
Generating More Reviews
| Method | Effectiveness | Implementation |
|---|
| Post-treatment request | Very High | Ask at checkout |
| Email follow-up | High | Automated 3-5 days post-treatment |
| SMS request | High | With direct link |
| QR code in clinic | Medium | Display at reception |
Responding to Reviews
Positive Review Response Template:
"Thank you [Name] for your wonderful feedback! We're delighted you had such a positive experience with your [treatment]. Our team takes pride in delivering natural-looking results. We look forward to seeing you again!"
Negative Review Response Template:
"Thank you for your feedback, [Name]. We're sorry to hear your experience didn't meet expectations. We take all feedback seriously and would like to discuss this further. Please contact us at [email/phone] so we can address your concerns."
Google Posts Strategy
Post Types and Frequency
| Post Type | Frequency | Content Ideas |
|---|
| What's New | Weekly | Clinic updates, new treatments |
| Offers | Monthly | Special promotions |
| Events | As needed | Open days, webinars |
Post Best Practices
| Element | Recommendation |
|---|
| Image | High-quality, relevant |
| Text | 150-300 words |
| CTA | Clear action button |
| Link | Relevant landing page |
Q&A Section Optimisation
Proactive Q&A Strategy
Seed your Q&A section with common questions:
| Question Category | Example Questions |
|---|
| Pricing | "How much does Botox cost?" |
| Process | "What happens during a consultation?" |
| Results | "How long do results last?" |
| Safety | "Is the treatment safe?" |
| Booking | "How do I book an appointment?" |
Local Citation Building
Priority Citation Sources
| Source Type | Examples | Priority |
|---|
| Healthcare directories | Doctify, Top Doctors, WhatClinic | Very High |
| General directories | Yell, Thomson Local, Yelp | High |
| Industry directories | BAAPS, Save Face | High |
| Local directories | Chamber of Commerce, local listings | Medium |
NAP Consistency
Ensure your Name, Address, and Phone number are identical across all listings:
| Element | Correct | Incorrect |
|---|
| Name | "ABC Aesthetic Clinic" | "ABC Aesthetics" |
| Address | "123 High Street" | "123 High St." |
| Phone | "020 1234 5678" | "+44 20 1234 5678" |
Measuring Google Maps Performance
Key Metrics in GBP Insights
| Metric | What It Shows | Target Trend |
|---|
| Search views | How often you appear | Increasing |
| Map views | Views on Google Maps | Increasing |
| Website clicks | Clicks to your site | Increasing |
| Direction requests | Navigation requests | Increasing |
| Phone calls | Calls from listing | Increasing |
Frequently Asked Questions
How long does it take to rank in the local pack?
With consistent optimisation, expect to see improvements within 2-4 months. Significant ranking changes typically take 4-6 months.
Can I rank in the local pack for multiple areas?
You can only have one verified location per physical address. For multiple areas, you need multiple physical locations.
How important are reviews compared to other factors?
Reviews are one of the most important ranking factors. Clinics with more positive reviews consistently outrank those with fewer.
Should I respond to all reviews?
Yes. Responding to all reviews (positive and negative) shows engagement and can improve your ranking.
Conclusion: Dominate Local Search
Google Maps optimisation is essential for aesthetic clinics wanting to attract local patients. By systematically optimising your profile, generating reviews, and building citations, you can dominate the local pack and drive more consultations.
Ready to improve your Google Maps visibility? Our local SEO specialists can help you rank higher in local search. Contact us for a free local SEO audit.
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