[SEO Case Study] Med Spa: Number of Keywords Ranking Increased 222%

Portfolio

May 20

About the Business

Defy Aesthetic is a woman owned + operated cosmetic boutique focused on achieving your best skin. Their philosophy is simple - taking care of your skin should be fun. They believe everyone deserves to look and feel their best, and their personalized approach to skincare enhances your already beautiful features.

Their office consists of aestheticians and nurse practitioners. Defy Aesthetic focuses on non-surgical anti aging treatments such as Botox/Dysport, dermal fillers, BBL Photofacials, MOXI laser, microneedling, PRP, chemical peels and customized facials. They also carry their own product line.

Problem

SEO was never utilized in the past. The team didn't have enough time or knowledge to do it themselves.

When the team hired me, the only top 2 page non-branded keywords were:

#1 for "botox bethesda"
#17 for "best facial bethesda"

They were essentially getting very little traffic from Google.

Goal

The goal was to increase patient volume for all providers for in-office appointments (and/or buy a product online) for clients from Google. At the time, they were going to be opening up online booking as a trial.

Work Completed

In-depth content and technical SEO audit of the website
Competitor keyword gap
Detailed keyword research for the core pages and blog posts
Title tags, meta descriptions, and URLs rewritten with keywords
Copy reviewed and optimized for keywords
Image file names and alt text optimized
Fix 404 errors and set up redirects
Fix Heading 1 errors
Updated navigation
15 optimized blog post ideas to get started on content creation

Results

The website’s core pages were optimized in May 2024 and the team was provided with the blog strategy for content creation moving forward. With the guidance I provided them, they published 1-3 blog posts a month on average.

Here were the results in mid 2025:

Two years from when we first started working together, there are 16 non-branded location-based keywords on page 1 for their services, including:

“best facial bethesda”
“best facial bethesda md”
“med spa bethesda”
“medspa bethesda”

Here are the overall results:

Went from 1 non-branded keyword on page 1 in April 2024 to 135+ non-branded keywords on page 1 in April 2026
Clicks increased 90% from 4.73K to 9.02K (6 month period)
The number of keywords ranking increased 222% from 581 to 1871 (12 month period)
Average position increased from 25 to 10 (6 month period)