Google just released its first-ever official Google Business Profile Playbooks — a set of guides telling local businesses exactly how to optimize their profiles.
There’s a general playbook, plus industry-specific versions for restaurants, hotels, tours, and service businesses. If you run a med spa, the service business playbook is the one that applies to you.
Here’s the short version of what Google says — and then the longer version of what actually moves the needle for med spas competing in AI search today. Because Google’s checklist gets you to the starting line. Winning the race takes more.
What Google Says Every Business Should Do
According to the new playbooks, these seven things are non-negotiable regardless of what industry you’re in:
- Keep your business information accurate. Name, address, phone, website — every field, always current. 91% of consumers search online before visiting a local business. If your info is wrong, they’re booking somewhere else.
- Choose the right business categories. Your primary category is the single most powerful local ranking factor. “Medical Spa” should be your primary — then add secondary categories for laser hair removal, Botox, fillers, body contouring, or your specific treatment menu.
- Add photos and videos. Businesses with photos get 42% more direction requests and 35% more website clicks than those without. For med spas, high-quality photos of your space and treatment areas are essential trust builders.
- Create Google Posts. Regular posts signal to Google that your business is active. One study showed adding Google Posts drove a +31% increase in Google Map Views.
- Add your social profiles. Google is actively pulling content from connected social accounts into search results. If your Instagram or Facebook isn’t linked, Google can’t use that content for you — and med spas often have rich visual content that’s being wasted.
- Add chat links. 67% of people prefer messaging a business over calling or emailing. Aesthetic clients frequently prefer to inquire discreetly via message before booking.
- Manage and respond to reviews. 91% of consumers use reviews to evaluate local businesses. 65% say they’re more likely to choose a business that responds. In aesthetic medicine, reviews are the number one trust signal.
What Google Says Service Businesses (Like Med Spas) Should Do Beyond That
The service business playbook adds six more items specifically for businesses like yours:
- Write a business description. Front-load what you do, who you serve, and where. AI systems read this to understand your business — generic copy hurts you. Mention your key treatments and your medical director or lead provider.
- Keep hours accurate. 96% of customers are more likely to visit a business that clearly displays hours. If you offer evening or weekend appointments, make sure that’s reflected.
- Set your service area. Even if you have a single location, setting your service area helps AI understand which communities you serve and which geographic queries you should appear for.
- Add business attributes. “Women-led,” “online booking available,” “free consultations” — every attribute is a matchable signal for specific client searches.
- Keep your service list updated. List every treatment you offer with clear descriptions. A med spa that lists Botox, fillers, laser resurfacing, microneedling, CoolSculpting, and chemical peels separately is a much broader AI search target than one that just lists “aesthetic treatments.”
- Accept bookings and appointments. 77% of consumers expect to book services online. A direct booking link is especially critical for med spas where impulse bookings are common.
The Muzes AI GBP Checklist for Med Spas: Going Beyond Google’s Baseline
Google’s playbook gets you optimized. This is what gets you recommended by AI.
☑ Put text on your photos. Add captions to treatment room and before/after photos: “Botox consultation at [Spa Name] in Bellevue WA” or “Laser hair removal treatment room in Seattle.” AI systems read text on images. Captioned photos provide keyword context generic spa photos don’t.
☑ Build review content, not just review count. A review that says “love this place” is far less valuable than one that says “had my first Botox treatment here in Kirkland — the injector was incredibly skilled and took time to explain everything. Results were natural and exactly what I wanted.” Coach clients on specificity. AI systems extract treatment types, locations, and outcomes from review text.
☑ Leverage your social content strategically. Med spas typically have strong Instagram presences. Connect every platform. Google is pulling that content into search results — your before/after photos and treatment videos are working harder than you think when properly linked.
☑ Post seasonal promotions as Google Posts. 50% of customers look for promotions when searching for a business online. Holiday specials, treatment bundles, and new service announcements all belong as Google Posts.
☑ Link every active social account. Instagram, Facebook, TikTok — connect all of them. Google is actively pulling social content into search results for connected profiles.
☑ Describe every treatment completely. Don’t just list “fillers.” Write: “Dermal filler treatments for lips, cheeks, and under-eye hollows — administered by licensed medical professionals, natural-looking results.” Completeness is an AI visibility signal.
What Matters Most for AI Search Visibility
Your GBP feeds AI search systems like Google’s AI Overview and ChatGPT with structured data about your business. The more complete, current, and content-rich your profile, the more confidently those systems recommend you.
For med spas specifically, the highest-value AI signals are:
Reviews with treatment and location specificity. When someone asks an AI for “best med spa for Botox in [city],” the AI reads review content for evidence that you’ve delivered those results in that place. Generic reviews don’t provide that evidence.
Treatment list completeness. AI matches queries to your listed services. If a treatment isn’t listed, you don’t exist for that search.
Category precision. Primary category is a first-filter for AI recommendations. “Medical Spa” is more specific — and more powerful — than “Beauty Salon.”
Profile freshness. Regularly updated GBPs earn 5x more reviews. Activity signals — new photos, new posts, new reviews — tell AI systems your business is alive and operating.
This is why GBP optimization for med spas isn’t a one-time setup. Want to go deeper on the full AI search picture? Read How to Do AI Local SEO for Med Spas — or book a free discovery call and we’ll show you exactly where you stand.
