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Better SEO For Med Spas in 2025: When to Invest & What Really Impacts Rankings (2025 Series: Pt. 6)
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Ricky Shockley
Hey, practice owners and welcome to MedSpa Success Strategies. I'm your host, Ricky Shockley and this is where MedSpa and Aesthetics practice owners come to discover strategies and tactics that help them better market and manage their practices so they can grow, improve profitability and have greater impact for their teams and their patients. Today we're continuing our 2025 marketing series with our video on SEO. So this is going to be our walkthrough on search engine optimization. We're going to add some bells and whistles here. It's going to be a little different than what we did last year, hopefully more in depth and also simplified simultaneously. If you haven't watched the previous videos in the series, I really recommend you go through steps one through five before watching this video. But today we're going to talk about as practice owners, how do you make sure that you're set up for success for on search? So how are your prospects going to find you more frequently when they're actively searching for the services that you offer? And how can you manage your marketing investment so that you're. If you're outsourcing this or hiring an SEO company, you have a good foundation for what actually moves the needle. There's a lot of jargon in the SEO world, a lot of mumbo jumbo that sounds very technical that doesn't really impact results. So today we're going to boil this down. We're going to focus on the things that actually move the needle and give you a good guide and a good reference for how you can impact your search rankings. Okay, so as I mentioned, we have five other parts leading up to this in the series. In part one, we talked about how to get clients to choose your med spa. Consumer psychology why do people select one med spa over the others? And how do you ensure that you're going to be sticky when somebody does come and see you? Part two was truly understanding roi. There's two bad ways to measure ROI as a med spa initial visit revenue and lifetime value, which is vague. So we go up, we implement and show a nuanced approach to measuring and analyzing ROI and cash flow considerations related to your marketing investment so you know how to attract a boatload of clients, what good results look like, and what you can expect in terms of a growth path. We talk about the bad leads problem, especially if you're running ads on Facebook and Instagram, and how to maximize conversion rate so that you have more of those leads showing up into booked appointments. We talked about and showed our best performing ads frameworks on both Facebook, Instagram and Google Ads. Some of those strategies we're getting clients for less than $50, less than $30 in ad spend. And then today we're going to talk about the basic but often overlooked things that you can do to that you can do to improve your rankings on Google and other search engines. In the following videos, we'll talk about how to achieve omnipresence and retention strategies. But today, let's focus this conversation on SEO. So my first controversial take, which is going to be like hopefully a step back and a little bit of an analysis moment for some of you, is when is the right time to invest in SEO? So as an aside, I've been an SEO professional for over a decade. When I started our agency, I did strictly SEO consulting. I take my SEO education and have for years very seriously. I've spoken at conferences to other agency owners on SEO. With that said, I do not recommend a proactive ongoing SEO investment until you're at about $2 million a year plus in revenue. And the reason being is after you make some of the initial changes to set yourself up for foundational success, which we'll go over in today's video, the rest of the progress is very slow, it's very incremental and it can be inconsistent and unpredictable. And is that really what we want from our marketing investments? If you're a med spa that's trying to grow in scale and you're in the, you know, pre $2 million a year phase, I would argue that it's not a good time to spend money on SEO. I think the reason that a lot of SEO companies, a lot of marketing companies, fell in love with charging for SEO as an introductory service is because the overall investment price is lower because there's no ad spend. So if you only have 1500 bucks a month to spend, well, I can charge you $1,500 a month for SEO and we don't have to worry about ads. You're your total investment is $1,500. But if you really want to juice your med spa, the ads platforms are going to be a faster, more predictable catalyst to growth. But they require more money going into the system. Still, we recommend doing things in order. So like I've got a screenshot of our program. Our ramp up phase one is priority A. We want Facebook and Instagram ads to be the main lever we're pressing until we get to 100k a month. At phase two, this is up to about $2 million a year. We implement Google Ads strategies and diversify A bit. And then we really go all in with SEO and some other tools and tactics at the $2 million a year plus mark. So again, order of priority. You only have so much money you can spend on marketing and advertising at different growth levels. You don't want to do all things at once. And this is the order of priority that we recommend for our clients. So I know that's going to be jarring for some of you that maybe are paying for SEO prior to being ready, in my opinion for SEO service. So let's talk about the ranking factors. What actually and I think this is information that's very important to know as a business owner. You don't have to be involved in the day to day of your SEO strategies to be in the loop on this. You need to have a high level knowledge so you can audit anybody that you're hiring to perform these services for you accurately and appropriately. So SEO companies tend to focus a lot on technical things that sound confusing and fancy. So they'll talk about core web vitals, schema, nap consistency, like those types of things really are housekeeping tasks. They do not move the needle in terms of rankings. And let's think about it this way. Google's job is they're trying to show the most relevant authoritative content or search results to their users. Are they going to base that on the fact that your Yelp listing has a suite number that's formatted differently than Google, or that you don't have a city square or a hot frog listing? No, like that just doesn't make sense. It hasn't. You see this being less and less important in more SEO survey data as of late and saying that for a long time. So all those technical things, I would push those to the side. We'll call those housekeeping tasks like yes, we want to do our dishes and clean our floors, but it's not going to make our house more valuable. What's going to make our house more valuable? It's going to be the organization and the content on our website which we're going to talk about today. So you can go look at your website after watching this video and get a pretty good feel for are you checking the right boxes? And then after the quality content signals are checked, the next thing that impacts search results is still backlinks. How many other trusted and authoritative websites have linked to and mentioned your business? So this is from Backlinko, but this is actually from google.com now I'm showing my screen here for those of you that are listening to the podcast version. I'm going to read this word for word. And this is a page that was recently updated on Google site for how search works. It says after identifying relevant content, our systems aim to prioritize the ones that seem most helpful. To do this, we identify signals that can help demonstrate which content demonstrates expertise, authoritativeness, and trustworthiness. For example, one of the factors used to determine quality is understanding if other prominent websites link to or refer to the content. This is generally a good sign the information is trustworthy. So all this talk about links being not as important as they used to be. I think by all available evidence, after the core content signals, links are the next most important thing. And that's referenced in Google's own documentation, which I just read to you there. Hey there. Wanted to briefly interrupt the episode to make a quick ask. If you're a podcast listener, it would mean the world to us if you leave a review for the podcast, whether that's on itunes or Spotify. It's something I hadn't really remembered or thought of asking for, but it does help us show up more frequently so that we can reach more people with the information that we're providing. So it mean the world to us if you'd leave a review on itunes or Spotify. If you're listening on audio, if you're watching on YouTube, make sure to hit the subscribe button so you're in the loop for future videos and you don't miss any of the content that we're putting out. Let's go into a little bit of a blueprint for SEO success. I already talked about when to invest in SEO and kind of why we recommend deferring that. But let's talk about things you can do upfront to set yourself up for success or to go back to the drawing board if you don't have these boxes checked. These are very easy things to have in place, but I see so many businesses and even established businesses missing these basic things, and these can have a near immediate impact on your rankings, especially if you've been around for a while and don't have these boxes checked. So the first thing we want to do is we want to make sure each service has its own dedicated page. If I've got Botox as a service, I don't want to have an injectables page that just lists Botox as one line item in a service list with 15 other toxins and filler products. The way that Google search works is somebody performs a search. Google will crawl the library of pages in their index and they're trying to find a page or a document that matches the search query. So if I type in Botox in Nashville, Tennessee, Google is going to look for a document, a page that specifically addresses a search for Botox in Nashville, Tennessee. So we want each of these things, ideally to have their own page on the website. The caveat there is want to use common sense so people will search for Botox by name. Botox should have its own page on your website. People may search for Juvederm by name, but you don't need a separate page for every variation of Juvederm. It makes more sense to, on the Juvederm page, have a page that's optimized for what people would be searching for if they're looking for Juvederm is Juvederm. And then all the subsections of the Juvederm product line can be contained within that page. So there's a little nuance there. I hope that makes sense. If you have any questions on that, you can leave a comment below on how to kind of separate and or combine content. And to make those decisions, the next box we want to check is, is the information in depth, comprehensive and informative? We don't want to just throw up a blurb like, the goal is, somebody performed a search, they are investigating their options by visiting our website. We need to give them a compelling reason to take the next step and to feel comfortable doing business with us or over the other options they're going to explore. So answer every question a client could have about the service, frequently asked questions. Talk about what the process looks like. Talk about your philosophy and your approach, and make that really like, think of it as, this is your sales pitch. What do you need to tell a client to get them comfortable doing business with you and to taking the next step? So a couple other little tidbits I would add to that while we're on that point is I would add what's called authorship markup, or at least an authorship byline to your service pages. So if Google wants to make sure that the author of the content is credible and authoritative, even if it was written by AI, which is something we do in part, I think you want somebody who's signing off on the page as an editor. So maybe that's your lead injector on your on your Botox page or your esthetician on your Facebook page. But somebody should actually be responsible for each piece of content on your website, and that's going to lend additional credibility to the content that's there and that person serves as an editor to ensure that the information on that page is up to date, comprehensive and informative. I would also remember that when somebody performs a search, they've already decided they want the service. So if all our page does is talk about Botox and what Botox is not really addressing the next step of the purchase process, they've already decided they want Botox. So yes, do we want to include that information on the page? For sure. But I would recommend really doubling down an emphasis and a focus on what makes you different and why clients would want to choose to do business with you. So in an ideal world, you've got videos of the providers or the practitioners talking about the service, talking about their philosophy, talking about the approach, what the patient experience looks like. And I think those things will differentiate you and allow you to convert more of your traffic. So really would do that basic on page things. When you've got a dedicated page for each service, you want to make sure the title of the page. So on the back end of your website this would be called page title or meta title to include the city name and the service name. So if it's Botox in Nashville, the page title simplified should include Botox in Nashville, Tennessee, Ricky's Med Spa if you want to get a little more creative. New patient Botox specials in Nashville, Tennessee, Ricky's Med Spa. If you've got like a new patient special or a promo, maybe include that in the title. Something that makes your listing more attractive than the other options. But you want to check those boxes with service name and city name in all of your page titles. And I would say also ideally in the heading, the first headline of your page as well. We also want clear call to actions and invitations. So now you're on my Botox page. I keep using Botox just to keep the example consistent. What is my invitation? Do we do free consults? What does the consult look like? We should probably explain that. Do we have a new patient special offer where you get your first 20 units? It's 179 as a new patient should probably include that information and a call to action to schedule an appointment on that page. So. So clear call to actions and invitations are important for those of you that are watching on video. I've got a screenshot here of Ace page that showed up at the top for Botox in Nashville. You can see following this formula, the title of the page says Botox in Nashville, Tennessee. And the headline of the page Botox in Nashville. And as you scroll down, you have a lot of comprehensive, informative content that elaborates on their service offering for Botox. That's the basics of on page SEO. That checklist will get you five steps ahead of your competitors. Because most people don't go through the work to check that box. I know because we do it too. You get the web page up, you've got something there, the box is checked, thank goodness the website's up. We move on to other things. But remember each and every day that people are stumbling across your website. Whether it's because they're investigating your reputation or they're finding you from organic search, or they came over from an ad and are doing their due diligence, they're looking at your website to figure out if, hey, is this med spa the place that I want to make my med spa home? And to go for consistent Botox services. Do not miss the chance to give people a compelling reason to choose you with comprehensive, informative information that has clear call to actions and a personalized touch. Next thing we're going to talk about is a little SEO hack, and this is to check for keyword cannibalization on your website. So keyword cannibalization occurs when there are multiple pages that are over optimized for the same primary keyword. So I've got a screenshot here that shows one of our clients in Texas. She was ranking number 30 when we started with her for CoolSculpting in Austin. And she'd been around for a while. The basic service page was decent in terms of on page SEO, so it didn't make much sense to us that she was ranking so poorly. But when we did this little exercise, which I'm going to explain in a second, we found out that she had basically like five pages of on her website that were optimized specifically for cool sculpting in her city. So she had an FAQ page, a benefits page, a blog post, two different versions of the service page. And sometimes this creates confusion. Where Google has five different documents from your website that address the same query, they're not really sure which one should be displayed to the search users, and you see diminished rankings as a result. So I'm a big proponent of what I call read and react SEO. If it's not an issue, don't fix it. If you've got five pages that are over optimized for the same query, but you're still ranking number one for that search, it's not a problem. If you see diminished rankings, this is a good exercise to do to potentially Fix this. So you can see in this example, we took her from number 30 to page one in 45 days for making these changes. And that is something that'll consistently happen if you're doing the right things when it comes to analyzing keyword cannibalization issues. So on Google, what you would do to figure this out or to get an idea if this is happening for your site, is you Google site colon and then put your URL without anything before it. So not the HTTPs, but site colon, Ricky's medspa.com space. And now you're going to put what the search query would be. So Botox in Nashville, coolsculpting in Nashville. From there you're going to see a bunch of pages that are specifically from your site that appear for that search in order. And what you want is that there's one page that is clearly talking about that service. Others may casually mention it, but they're not primarily focused on those keywords. If you have diminished rankings and multiple pages that are over optimized for that keyword, you may want to consider combining that content into your primary service page and what's doing what's called a redirect for the old URLs so that they automatically forward to the new URL. So that can get a little complicated. So what I would recommend is if you do this exercise and you notice there's a potential issue, notify your SEO team or your web designer. Here's the crazy thing. Many SEO companies, and in her case this was the, this was the case that her SEO company actually created this issue. So there's this misguided idea that hey, if we want to rank for CoolSculpting, we need to create more content around CoolSculpting in Austin, Texas and you actually end up creating an issue with keyword cannibalization if you take a step back and think about what makes sense for a user. If I'm googling coolsculpting in Austin, Texas, I really want one page that contains all of the information I need to understand what your service offering for CoolSculpting entails. I don't want to navigate to your blog and to another page like that. Information can and should be contained. So I see a lot of times SEO companies actually creating this issue accidentally. Okay, so that takes care, I think of the on page SEO fundamentals. Now we're going to talk about domain authority and earning inbound links. So I would check all the boxes up to this point and then also when we get to the Google Business Listing optimization I would do those things immediately and do that audit on an ongoing basis. If you want to take SEO seriously, you have to be proactively earning high quality inbound links. So how do we do that? We follow mainly a two pronged approach. The first is what we call competitive link mining or competitive link prospecting. This is where we're going to figure out where are our competitors earning links that we can reverse engineer. So we find all sorts of cool things. They were featured in the local news. They were the business of the week on the county blog. They sponsored a local sports team. They participated in a trade show. They do something with the local university. Right? They're in the CareCredit directory, the practice finder directory for a product that they carry. We can learn a lot from competitive link mining. So I recommend if you're doing this on your own, that you've got some sort of a tool you can Google for free. Backlink checkers. Some of them are okay, but the paid ones are better. And the ones that I would probably recommend are Ahrefs, Semrush and maybe Moz. So they're under a hundred bucks for the basic version of the tool. And they'll allow you to do what we do, which is plug your competitor's website in there, comb through all of the places they've earned links, and the outreach part takes work. There's no way around that. If you want to do this well, you've got to build connections and reach out and develop those those links via manual outreach. There's really no other way to do it. So that's a really cool and effective way to start Building quality inbound links is just researching those opportunities and pursuing those. The next thing that we like to do is PR oriented outreach. So we have a few tools that we use for this. Source of sources quoted with a Q, Q or sorry with a W Q, W O T E D and then help a reporter out. Those are three tools. Source of sources quoted Help a reporter out. If you're listening to this on this podcast, we'll try to make sure the YouTube video is also linked so you can go back to it and see some of these slides so you don't have to remember this kind of stuff. We'll use that as your mental note here. But those tools are really neat because they allow you to connect with journalists that are looking for experts to quote in upcoming articles for sometimes major media sites. So somebody from GQ or Forbes or yahoo or or realsimple.com is writing an article on summer skincare trends for 2025 and they want an esthetician or a skincare expert to comment, or they're covering the news about semaglutide and tirzepatide and they want someone who's a weight loss consultant or a lawyer to talk about that. Right. You have all sorts of angles that you can pitch yourself as an expert for to connect with these journalists to earn high value link inclusions on major media sites. So that's something that we use to give you a little reference. When you do that type of outreach, we generally expect 1 in 5 to 1 in 7 to actually turn into links. So you have to be on top of it. You have to be proactive. When we do it for clients, we manage that for them and help coordinate. But you can do this on your own as well or internally if you've got a big team, something you can definitely do. And if you're going to do quoted, I recommend paying for the premium account. The last thing to keep in mind is just be on the oppo. Be on the lookout for opportunities that add real business value. So there, there used to be a guy who passed away. His name was Eric Ward and he went by the moniker Link Moses. And he was doing link building before Google existed for Amazon and other sites. And he gives this great example that I love of him doing link prospecting for a business that ran scuba tours. And he ended up finding out the local hotels in the area, most of them sent out a welcome email that had a list of things to do. So he connected his client, performed the outreach and ended up getting his scuba tour client featured in all of these welcome emails with a special discount to get scuba tours for all the people that were staying in the hotels. Now that's not even a link that shows up online in a public forum. It doesn't even pass SEO value, but it drives real business value. Right. The same thing can be true for sponsorships, community involvement, influencer relationships. So just be on the lookout for those types of opportunities that also add real business value. With those PR tools. We've had clients featured in Women's World, the print magazine. You can literally get it on the checkout at the grocery store, which was cool. My client that had that has that framed at our office, gq, Rob Report, Forbes, Yahoo News and many, many others. So those tools can be really effective. I think those are an awesome feather in your cap in terms of a reputation point. You can use those in your text automations to clients in your newsletters to kind of build additional Credibility. We're in a space that where it's hard to stand out. And if you can set yourself apart by superior little reputation markers, why not? Right? So I really love the PR tools as an option for building high quality inbound links and also boosting reputation. This episode is brought to you by Med Spa Magic Marketing, my agency. We help med spas and aesthetics practices grow with more effective marketing strategies. And I know that's a vague phrase, right? That's a vague claim. So I have an offer for you. I offer this to any new prospects. If you're interested in exploring any of another marketing option, a new agency, or just getting into Facebook, Instagram, Google Ads for the first time, I'd love to show you why we're different, what we're doing for clients. And we can do that via a one and a half hour planning session where I'll outline a specific marketing plan and I'll give you all of the blueprints that we would implement if we were to do business together. Now you can take that, use that on your own, hire someone else to help you execute it or work with us. We really don't hold anything back on that strategy call. And I think you'll have a lot of confidence in how you manage your marketing investment moving forward, understanding some of the nuances that can help you implement more effective marketing strategies for your business. So if you want to do that, you can go to medspa magicmarketing.com so another thing I would recommend doing out of the gate is is making sure there's nothing missing when it comes to your Google business listing. This is last in our list. But this is probably the most important thing we're going to talk about because the reality is most searches are coming through the Maps results. Now for med spas, if somebody's searching for a Med spa or Botox or coolsculpting or laser hair removal, most people are not going to the traditional blue link results. And what we talked about in part one of this video is really a focus on the blue link search results. Most business is coming from the Maps results. So we're going to talk about how the Maps results work and how to optimize for Maps results performance. So the first thing to understand in terms of how the Maps results work in terms of ranking is that review volume and star rating are the two most important factors that are going to determine where and how often you're showing up in the Maps results. So I always do this example where I go to Google and I type in best pizza in Chicago. And what you'll see is the businesses that show up in the Maps results have like 12,000, 15,000, 10,000 reviews. And that's because review volume is essentially a proxy vote for how many people are actually doing business with you. So review volume is really important. So it's important to have some sort of a strategy to solicit reviews on an ongoing basis. There are all sorts of tools that you can use. We use a tool called gather up. You can use just basic text automation. Some of your EMRs have these tools included. But being proactive about Google reviews is going to be an important catalyst to improving, improving your presence in the rankings. The next thing to know though is your star rating is really critical as a med spa. If I google the pizza example and I see a 4.5 star pizza place that has 10,000 reviews and a mom and pop shop that has 15 reviews with a 4.9, I, I still probably going to go to the place that has 4.5 that looks more popular with a med spa. The wiggle room is very small. So I would say our lowest tier businesses in the med spa space have 4, 5 to 4, 7 star ratings on Google. So you might as well be a one star rated med spa if you have a four or five on Google. That's how, that's how much little wiggle room there is here. And so if you're showing up in the maps pack, but you've got a 4.6 star rating and your two competitors that are showing up alongside you have 4.9 or 5, who do you think is getting that phone call? It's going to be your competitors that have better reviews. So we really don't want to sacrifice reputation. You need to maintain a high star rating. Really. I think the goal for everybody is four, nine or higher. And I know that's a high standard, but I would really be shooting for a 4, 9 or higher with that Google listing. And that's going to be like the main catalyst to helping you show up more frequently. As long as you've checked these next boxes. So the first thing is our business category. Make sure that the primary category makes sense for a lot of you. It's going to be med spa. Some of you may be dermatologist or plastic surgeon with med spa as a secondary category and then fill out any other relevant secondary categories. So if you do facials, facial spa, if you're a skincare clinic, add skincare clinic. The next thing that you want to look at is the bells and whistles. So make sure. The description is very comprehensive. Use the entire character limit to tell a compelling story as to what you offer and why clients should choose to do business with you. Make sure you've got photos of the office, your providers, like make sure it looks good. When people are coming across the listing and they're scanning through pictures of your spa and your practice, you don't want an old picture showing up that like is the construction picture before you opened as like the primary photo. So if you can control it, make sure you've loaded a lot of high quality up to date images in your listing. The next thing to pay attention to, obviously update your hours, make sure all of that is consistent. The next thing I see people miss a lot here is the service and the product list. So if you go to Google and you type in, let me just see if I can get this to show up for those of you that are watching on YouTube. If I Google Botox in Nashville, getting a little bit of a different version of course now here in live time to see if I could get this to show up. So I'm going to try a couple other things here. Okay. Of all days, I think Google is testing a little something with how they're displaying these search results. But what you generally see a lot of times this is at least happening on the back end, even if it's not showing up on the front end. Google will put a little circle next to the businesses with a check mark that says provides the name of the service. So if I typed in Botox in Nashville, Tennessee, Google will primarily show me listings where there's a lot of information that people actually go to this place for Botox, whether it's in their reviews mentioning, mentioning Botox on their website, or they've got it in their service list explicitly that they provide Botox as a service. So make sure that's not missing. I see a lot of people that don't have all of the products and services that they offer listed under the products and services section of your Google business listing. So to find this you would literally go to google.com business log in. If you're already logged in, you can just go to the search result, type in your business name and it'll pop up with this dashboard that shows you all of the edit options. But make sure your service list is completely filled out and contains every service that you offer. Botox can be listed as a service, it's also a product. So I would list it in both places and then again have a proactive review strategy in place as simple as just pasting the review link you can get. If you go into your dashboard, there's a little button that says ask for reviews. You can use that to send text messages out to your clients in a very simplified, direct format. One other little thing to think about if you're providing a service like Botox, probably don't want to send that a day after. You want to wait a few weeks until they've actually seen the results or they've had a follow up to get to the point where they've had a satisfactory result. Because again, you don't want to be giving these out before people actually have a good experience because it's going to water down the effectiveness of the review. The next thing that I call the housekeeping task that you probably still want to check is what we call nap consistency, which just is name, address, phone number is my Google listing. The information that's on my Google listing accurately reflected on other top directory sites. Apple maps like Bing, MapQuest. Right. Like all of these things, Uber, this tool, Moz Local or something like Yext will help you automate that process. So you can basically say here's all the information on my Google listing. This is up to date and consistent. Make sure that that is also published on all of the other top directory sites across the web. So again, a good housekeeping task. I don't believe this moves the needle in terms of rankings, but definitely an easy box to check and something you don't want to miss. I really recommend, we really recommend skipping a blog. This is another thing that I think is a giant waste of time, energy and money. Most SEO providers provide a blog as part of their service offering and I think this is very misguided. People do it because it's a deliverable and I think that people in my opinion just haven't thought critically enough about this to understand that this is not an effective strategy for most local businesses. So I'm going to give you the reasons why one is. These don't tend to rank. So if I'm creating a blog article like Benefits of emsculpt, there are probably dozens if not hundreds of other websites that have written that exact, exact same article that have stronger domain authorities than mine. So I'm probably not going to rank. So there's ding number one, there's too much competition, we're probably not going to rank. Second ding is these don't generally earn links. If an SEO company is publishing a low quality blog, it's not link worthy, people aren't picking it up and referencing it and linking to the content. So there's ding number two. And even if we get lucky enough that one of our content pieces is niche enough to rank. I had a client that was an audiologist and their SEO company would show them all these ranking or these traffic reports of their. Their traffic from search going up. And when we audited that, we figured out a large part of the traffic increase was from a blog that was how do piercings affect your hearing? This is a client that sold a. They were basically selling hearing aids to an older demo. So first of all, that doesn't even map to a purchase necessarily. Most likely it doesn't. And even though that one was niche enough where that content piece actually ranked, all of the traffic they got was from other areas. I think almost none of it might have been literally none. If, if not none minimal at best. People were actually local and could potentially even be clients. So it doesn't attract eyeballs from the local users. And it's also not necessary to rank. I tweeted Danny Sullivan from, um, he's with Google now, and I asked him about this leading up to one of the speeches that I did to other agency owners. And I said, this is one of the things that's driven me nuts for years. I wrote an article about it 10 years ago and I see so many SEO companies still incorporating a blog for their local clients. And I said, is this necessary? Because the, the only, the only pitch that I'll get or pushback on my thought process here is, well, Google wants you to be creating content so that you're demonstrating expertise and authoritativeness. I think there's plenty of research from Backlinko and other sources that show that that's just blatantly not true. But Danny Sullivan from Google tweeted me back and confirmed that absolutely not. A website does not need a blog to demonstrate expertise. So there's not this idea that I have to be constantly creating content for me to be considered an expert. So that's, that's the only pushback that I get. And I think that I can dispel that. And I think the evidence points in my direction on that. So again, that was our crash course on SEO. I hope this is super helpful, gives you some things to implement and audit what you're currently doing sets you up so you have a framework for managing any future marketing investment. When should you spend money on SEO? And if you do, how do you measure success? Really? It's how are we improving the content of our web pages and the organization and structure of our site and then how are we building and earning quality inbound links on an ongoing basis? If your SEO provider is not doing that, my contention would be they're not doing the things that truly make an impact and move the needle. If you want help with any of this, you can go to our website, Medspamagicmarketing.com and Schedule A call with me. It's a no obligation call. I'll answer any questions and walk you through a further deep dive of all the strategies that we use to generate business for our clients. Thank you and see you all on the next one.