The GBP Checklist Every Medspa Owner Should Run Twice a Year
Your Google Business Profile isn't a set-it-and-forget-it tool. It's a living, breathing piece of your marketing that needs regular attention, just like your website, your social media, and your front desk systems. The problem is, most medspa owners set up their GBP when they opened, maybe updated it once, and haven't looked at it since. Meanwhile, Google has rolled out dozens of updates, competitors have been actively optimizing their profiles, and the algorithm has shifted to favor businesses that demonstrate consistent activity. A twice-yearly audit takes 30 minutes and can make a measurable difference in how often you show up in local search. Here's the checklist.
Business Information
Business name. Confirm it matches your legal business name exactly. Don't stuff keywords into your business name (e.g., "Glow Medspa - Best Botox in Austin"). Google penalizes this.
Address. Verify it's accurate and formatted consistently with your website, social profiles, and all directory listings. Even small differences ("Suite 200" vs. "Ste 200") can create confusion.
Phone number. Make sure it's your primary business line, not a personal cell or old number.
Website URL. Confirm it links to your homepage or a dedicated landing page, not a broken or redirected URL.
Business hours. Update for any seasonal changes. Add special hours for holidays. Wrong hours are one of the fastest ways to lose trust with both Google and patients.
Categories and Services
Primary category. This should be "Medical Spa" or the closest match to your core business. Your primary category has the biggest impact on what searches you appear in.
Secondary categories. Add every relevant category: Skin Care Clinic, Laser Hair Removal Service, Botox Service, Day Spa, Wellness Center. The more specific, the better.
Services. Google allows you to list individual services with descriptions. Fill this out completely. Include pricing if you're comfortable with it. Every service listed is another keyword opportunity.
Photos and Media
Upload count. Aim for at least 50 photos total, with new ones added weekly.
Recency. If your newest photo is more than a month old, upload fresh ones today.
Variety. Cover your team, space, treatments, products, exterior, and signage. Don't upload 30 versions of the same treatment room.
Videos. If you have any video content (treatment walkthroughs, provider introductions, patient testimonials), upload them. Google is increasingly prioritizing video on GBP.
Reviews
Total count. There's no magic number, but more is better. Aim for a consistent upward trend.
Recency. Check whether you've received reviews in the last 30, 60, and 90 days. If there's a gap, reactivate your review request system.
Response rate. Have you responded to every review? Go back and respond to any you missed.
Negative reviews. Check for any unaddressed negative reviews. A professional, empathetic response matters more than you think.
Posts and Updates
Recent posts. Google Business Profile allows you to publish posts (similar to social media updates). Check whether you've posted in the last 30 days. If not, publish one today.
Offers and events. If you're running any promotions or events, post them on GBP. These show up prominently on your profile.
Links and Attributes
Social media links. Confirm your Instagram, Facebook, YouTube, and LinkedIn are all linked in the social profiles section.
Appointment URL. Make sure your booking link works and goes to the right page.
Attributes. Google offers a variety of attributes (women-owned, LGBTQ+ friendly, wheelchair accessible, etc.). Select all that apply. These show up on your profile and can influence certain searches.
Q&A Section
Check for unanswered questions. Anyone can post a question on your GBP, and anyone can answer it. If you're not monitoring this, strangers might be answering questions about your business. Go through every question and make sure you've provided an official answer.
Seed your own FAQs. You can ask and answer your own questions on your GBP. Use this to proactively address common questions like "Do you offer financing?" or "What's the parking situation?" This is also great for AEO (Answer Engine Optimization), as AI tools pull from GBP Q&A content.
The Automated Alternative
If running this checklist twice a year still feels like more than you want to manage, SPA AI SEO handles all of this continuously. Automated posts, photo uploads, review management, citation syncing, and profile monitoring run 24/7 so your GBP stays optimized without you thinking about it.
Don't want to run this checklist manually? Our free audit does it for you in 60 seconds. See exactly where your Google Business Profile stands right now.
