DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.
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dayspamagazine.com/freeinfo [ 76 ] • # dayspamagazine • september 2017 Google frequently changing its algorithm. "Keywords are the basis of everything we do on the SEO side," says Boyle. If you run a day spa, you may want your keywords to include the towns or region you serve in order to target customers at a local level. However, don't be tempted to stuff the site with keywords as it will sound artifi cial, which can be detrimental to SEO. To determine how to use certain keyword phrases, such as "reiki," try Googling that term with the name of your town to see how your competitors' websites are using them. You can also use a tool such as Google's Keyword Planner, a method employed by the staff at City Wellness in St. Augustine, Florida. "Our traffi c comes mainly from online searches using keywords we have optimized on the site," says co-owner Allyson Sunderman. Stamping Your Authority Consider adding blog posts and in-depth information to your site to draw in visitors and keep them there longer. "A user will come to you to be educated, not just to buy," says Lee. From your site, they'll learn about your facility, equipment, services and experience, as well as how you treat customers. Compelling content on the site is a must, agrees Sunderman. "It's not enough to just list your services; you need to go into a little bit of depth on what you provide," she says. This will help establish you as an industry authority, a strategy that should carry over to your social media accounts as well. "We want to educate our guests about what we have to off er, and we strive to present ourselves as experts in our fi eld," says Kristin Johnston, hospitality manager at Allyu Spa in Chicago. Another way to demonstrate authority and boost SEO results is by creating short videos that showcase your spa and any special services or products you off er. How-tos on nail or hair techniques are always popular because telling, not selling, is a great way to attract and keep customers. For cross-promotion, upload videos on your YouTube channel and then embed them onto your site. In addition, try posting snippets of your blog posts on your social accounts to direct readers back to your website. Before you dive into an SEO program, it's worth spending some time crafting a plan. "We've had success by creating a user experience that's simple, informational and appealing, as well as incorporating keywords," says Sunderman. "These have been the backbone of our SEO, social media and website traffi c." u © GETTY IMAGES plugged in