Before Profit Labs™, this Scottsdale med spa had a solid reputation and good service mix, but organic search was not doing enough of the heavy lifting. A handful of core terms ranked well, but most high-intent searches were stuck off page 1, and the site was not bringing in enough new patients consistently. The practice was getting about 18 new clients per month from organic, with just 22 page-1 keywords and 5 top-3 rankings. Their Google Business Profile had some activity, but it was underused as a real acquisition channel, with photo views sitting at 1,820 per month. They reached out because referrals were strong, paid ads were getting expensive, and they wanted a steadier flow of local demand they could actually own.
## What we changed
First, we rebuilt the local content plan around how people actually search for med spa services in Scottsdale. That meant tightening service pages for core treatments, expanding into location-driven searches, and publishing supporting pages around specific treatment categories, common questions, and comparison-style searches. We also cleaned up title tags, internal links, headers, and on-page copy so each page had a clear target and a better chance to rank.
Next, we handled technical issues that were making it harder for search engines to trust and index the site. We fixed crawl waste, improved page speed on key service pages, cleaned up duplicate or thin content, and made sure metadata and schema were consistent across the site. None of this was flashy, but it removed friction and gave the content a better base to perform.
On the authority side, we ran a steady backlink program focused on relevant local and industry placements. We did not chase random volume. The work centered on quality citations, niche directories, and link placements that matched the brand’s geography and services. That helped strengthen priority pages instead of spreading effort too thin.
Because this was on the local SEO track, we also spent time on the Google Business Profile. We improved service categories, refreshed business descriptions, added new photos regularly, published updates, and tightened citation consistency across major directories. For a med spa, those local signals matter because many prospects choose straight from map results before they ever browse deeply on a site.
## Results
After 9 months, page-1 keyword rankings grew from 22 to 78. Top-3 rankings increased from 5 to 22. That is not just better visibility on a report — it means the practice showed up far more often for searches with real booking intent.
New clients from organic increased from 18 per month to 43 per month, a gain of about 139%. In practical terms, that meant more form fills, more phone calls, and more consults coming in without depending as heavily on paid traffic. GBP photo views climbed from 1,820 to 8,940 per month, which lined up with stronger local discovery and more map pack engagement. For the operator, the main win was consistency: organic became a reliable source of new patient demand instead of an occasional assist.
## 90-day plan from here
Over the next quarter, the focus is to deepen topical coverage around the best-converting treatments, build out more Scottsdale-area location intent pages, and keep improving map pack visibility. We are also prioritizing review generation, fresh GBP media, and another round of authority building to move more page-1 terms into the top 3, where the real lead volume tends to come from.