Why Recent Reviews Matter More Than Total Reviews for Your Medspa
Here's something that surprises most medspa owners: a Google Business Profile with 200 reviews and no updates in the last three months will often rank lower than one with 40 reviews and 5 posts this week.
That's because Google has shifted how it evaluates reviews. Total review count still matters, but recency has become a top-ranking factor for local search. Google wants to know that people are actively visiting your business and having experiences worth talking about right now, not two years ago.
The 90-Day Window
Think of your reviews as a rolling scoreboard. Google is paying the most attention to events over the last 90 days. If your review activity has gone quiet, Google interprets that as a signal that your business may have slowed down, even if you're fully booked.
This is especially important for medspas, as the industry is highly competitive in local search. If your competitor down the street is generating five new reviews a week and you're generating one a month, Google will prioritize their profile over yours, regardless of how many total reviews you've accumulated over the years.
Why Responding Matters as Much as Getting Reviews
Getting reviews is only half the equation. Responding to them is the other half.
When you reply to a review, Google sees engagement. It signals that someone is actively managing this business, which is another trust factor for the algorithm. But beyond Google, your responses are being read by every potential patient who checks your profile before booking. How you respond to a five-star review shows personality. How you respond to a one-star review shows character.
A few guidelines for review responses:
Respond to every review. Not just the good ones. Every single one.
Personalize it. Don't copy-paste the same "Thank you for your kind words!" on every review. Reference something specific about their visit.
Keep negative responses professional and brief. Acknowledge the concern, offer to resolve it offline, and move on. Never argue publicly.
Respond within 48 hours. Speed matters, both for the algorithm and for the patient's perception.
Building a Review Generation System
The medspas that consistently generate reviews aren't doing it by accident. They have a system. Here's what works:
Ask at checkout. Train your front desk to say: "We'd love it if you left us a Google review. It really helps other people find us." Simple, direct, and most patients are happy to do it when asked.
Send a follow-up text or email. Within 24 hours of the appointment, send a short message with a direct link to your Google review page. The easier you make it, the more people do it.
Make it part of your CRM workflow. If you're using a system like High Level, Mailchimp, or any CRM with automation, build review requests into your post-appointment sequence so it happens automatically.
Don't incentivize. Google's terms of service prohibit offering discounts or gifts in exchange for reviews. Ask genuinely, and let the quality of the experience do the work.
What SPA AI SEO Does for Reviews
One of the core features of SPA AI SEO is automated review management. The system sends review requests to patients after their appointments, monitors incoming reviews, and automatically generates thoughtful, on-brand responses. It keeps your 90-day review count healthy without you or your front desk team having to think about it.
The Bottom Line
Your review strategy isn't a "set it and forget it" situation. Google is watching how recently and how often people are reviewing your business. A steady stream of fresh reviews, combined with thoughtful responses, is one of the most powerful local SEO tools you have. And it's free.
Wondering how your reviews stack up? Our free audit scans your Google Business Profile and shows you exactly where you stand in local search.
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