Podcast Summary
Med Spa Success Strategies
Episode: AI Search Secrets for Med Spas
Host: Ricky Shockley
Guest: Jon Mest – CEO of Just Reach Out & ChatRank
Air Date: August 15, 2025
Episode Overview
This episode addresses the rise of AI-driven search, focusing on how med spa owners can adapt their marketing to ensure their practices are recommended by AI tools like ChatGPT, Gemini, and Perplexity. Jon Mest (data scientist, entrepreneur, and AI search expert) joins Ricky for a deep dive into "Generative Engine Optimization" (GEO), the evolving world of "answer engines," actionable steps for med spas, and the future of local digital visibility. Listeners get concrete strategies for optimizing both their content and their reputation in this changing landscape.
Key Discussion Points & Insights
1. What Is AI SEO (GEO/AEO/Chat Rank)?
- No Settled Name Yet: The field is so new that even the terminology (“GEO,” “AEO,” “Chat Rank”) hasn’t settled. Andreessen Horowitz’s term "GEO – Generative Engine Optimization" is gaining traction (01:58, Jon Mest).
- Difference from SEO: Traditional SEO focuses on ranking in Google’s "ten blue links." GEO aims to be the answer provided by AI when users ask questions conversationally (02:50, Jon Mest).
Quote:
“We generally like to call it improving your chat rank... But frankly, it's pretty open these days. Andreessen Horowitz dubbed it GEO – Generative Engine Optimization. Once a16z does it, we just kind of agree to it.”
— Jon Mest (01:58)
2. How AI Search Differs from Traditional Search (Google)
- Conversational Search: AI platforms (ChatGPT, Claude, Gemini) are "answer engines"—users have extended, personal conversations, not just “Botox near me” style queries (03:00, Jon Mest).
- Iterative & Personalized: Users can refine searches in real-time—for example, specifying age, gender, geography, concerns, and their medical history (04:00, Jon Mest).
Quote:
“You're trying to basically talk to that salesperson without being sold. You're talking to someone who's going to give you objective information.”
— Jon Mest (09:27)
3. Why Med Spas Must Pay Attention Now
- Adoption Is Mainstream: Even older generations are using ChatGPT and similar tools (07:14, Jon Mest).
- Buyer Journey: Prospective clients now research complex, nuanced decisions (like which injectables fit their needs) by ‘talking’ to AI before ever searching for a local provider.
4. The Role of Local Versus National Content
- National Content: Informational content ("What’s the difference between Botox and Dysport?") serves the research phase.
- Local Content Matters: When the user is ready to buy, AI searches become location-specific ("Where can I get Dysport on the west side of Boca?"). Med spas must optimize for hyper-local relevance (11:37, Jon Mest).
Quote:
“The idea of local SEO very much applies here... Even having those blog posts about Miami versus Boca is really important to make sure that you are capturing the right audience.”
— Jon Mest (12:40)
5. Signals That Influence AI Search Results
What’s Different from Traditional SEO?
- Formatting & Intent: AI scrapers prefer bullet points, concise summaries, clearly stated value propositions (19:39, Jon Mest).
- Opening paragraph should contain a ‘snippet’—a one-sentence pitch the AI can easily extract (21:06).
- Example: “Blank MedSpa does blank procedure really well because [unique benefits, location, reviews]...”
Quote:
“Rather than reading a paragraph and summarizing it into a sentence, providing that sentence actually makes it much more likely to be resurfaced.”
— Jon Mest (19:39)
What’s the Same?
- Real-Time Data: AI models can use both their training data and do live "RAG" (Retrieval-Augmented Generation) searches when real-time info is needed (14:55, Jon Mest).
- Maps & Reviews: Optimizing Google Maps, reviews, and “local” signals still applies.
6. Additional Ranking Factors for AI Engines
- User Sentiment: AI weighs customer sentiment (Yelp reviews, Reddit threads, Quora posts) more heavily than some traditional factors like backlinks (23:36, Jon Mest).
- Authority Is Diverse: Google focuses on domain authority and backlinks. AI engines “care more about user sentiment and social proof” (25:17).
Quote:
“Things like Yelp reviews, TripAdvisor reviews... anything that are like, customer sentiment and satisfaction is really, really important to the AI models.”
— Jon Mest (23:36)
- Transparency Is Key: Don’t hide key info (like pricing); be upfront and make your marketing message crystal clear. Explain why your prices or features are what they are (30:49, Jon Mest).
- Own Your Niche: Play up your specialties; if you’re a “luxury” spa, explain what that actually means in practice.
Quote:
“If you are the luxury facility... own that, tell them that. Because when you do, people go online, they don’t want the lower cost version, they want the luxury version. If you don’t explicitly say that, it’s going to be lost and you’re not going to be that answer.”
— Jon Mest (30:49)
7. Actionable Takeaways for Med Spas
Content Optimization
- Open each page with a direct, high-intent “snippet” summarizing your unique value, locality, and proof points (21:06).
- Succinctly highlight what differentiates you—every page, every service.
Reputation & Social Proof
- Actively collect reviews on Yelp, Google, BirdEye, and industry directories.
- Check which sources AI is referencing for your location by asking ChatGPT or Gemini directly (33:08).
- Respond to and manage your reputation on all cited sources, not just Google.
Self-Testing
- Regularly use AI tools as a “mystery shopper.” Vary prompts to see what’s recommended and why (30:49, 33:08).
- Directly ask the AI: “Why did you recommend X over me?” It will often reveal the algorithm’s priorities.
Transparency
- Be forthright with services, pricing, and unique features.
- Fill informational gaps left by competitors to become the obvious choice.
8. Future-Proofing Your SEO/Geo Strategy
- SEO Isn't Dead: The fundamentals remain; the optimization target is evolving.
(36:34 – “People that say SEO is dead, it's wrong. SEO is still very relevant.”) - No More Gaming the System: Each evolution favors authentic, high-quality, truthful content and reputation over tricks or spammy tactics (42:25).
- Experiment and Iterate: Start with small changes—rewrite your About page, try new blog formats, update intake forms to ask about AI referral sources (45:44).
Quote:
“Just go in there, try it and see what it says. Then take some action for it... It’ll take you less than an hour to do what I just described to you. Just start there.”
— Jon Mest (45:44)
Notable Quotes & Memorable Moments
- “Prompt engineering is a whole skill on its own... Take a look at that.” — Jon Mest (09:27)
- “The main difference being that search engine optimization ... gives you a certain type of answer. Whereas being an answer engine ... it's going to give you the answer.” — Jon Mest (36:34)
- “If you don't think it's happening, you're denying reality.” — Ricky Shockley (46:37)
- “My mother-in-law walks around the house just talking to ChatGPT on her phone all day.” — Jon Mest (47:48)
Key Timestamps
- 01:58 – Defining GEO (Generative Engine Optimization)
- 02:50 – Google vs. AI Answer Engines
- 06:10 – User Journey in the Med Spa Space
- 11:37 – Local vs. National Content in AI Results
- 14:55 – Ranking Factors: Comparisons, Similarities and Differences
- 19:39 – AI-Optimized Website Formatting
- 23:36 – Influence of Social Proof and Reviews
- 30:49 – The Value of Transparency in AI-driven Search
- 33:08 – How to Reverse Engineer & Test Your Own Rankings
- 36:34 – GEO as an Evolution, not Revolution
- 42:25 – The End of SEO Trickery: Quality Wins
- 45:44 – Jon’s Action Plan for Med Spa Owners
- 47:48 – Voice as a Search Interface & User Anecdotes
- 48:20 – Jon on Just Reach Out and ChatRank Tools
Quick Action List for Med Spa Owners
- Do a "mystery shopper" check: Ask ChatGPT, Gemini, etc. for local med spa recommendations. See where you show up and why.
- Rewrite your service and location pages with clear, one-sentence, high-intent “snippets” up top.
- Actively pursue and monitor reviews on all relevant platforms—Yelp, BirdEye, Google, local directories.
- Ensure your unique selling points (USP) are repeated consistently across all content.
- Track AI-derived website visits (from ChatGPT, etc.) in your analytics.
- Consider intake survey updates to ask new clients if they found you via an AI assistant.
About the Tools
- Just Reach Out: DIY digital PR—find local blogs, journalists, podcasts, influencers to earn media mentions and backlinks.
- ChatRank: SaaS to monitor, analyze, and improve your presence and visibility across AI platforms, with step-by-step optimization guidance.
Closing Thoughts
AI-driven search isn’t just the future—it’s already influencing patient journeys and practice visibility. The winners will anticipate this shift, optimize both their content and their reviews, and embrace transparency. Med spa owners who clarify their message, claim their niche, and systematically test their standing in local AI results will ride the next wave of digital discovery.
(For more resources and tools, visit Just Reach Out and ChatRank AI.)