42-location med-spa group that had grown through acquisition — six roll-ups in three years. Each original location came with its own Google Business Profile history, its own website setup, and its own review culture. The result: wildly inconsistent local rankings, 11 of 42 locations ranking page-1 for the group's primary high-margin service, and marketing paying a 7-figure Meta ads bill to backfill the gap.
The new VP Marketing had six months to prove local organic could carry a 40% share of booking volume. If she couldn't, the board was ready to centralize everything into a performance-media shop.
"We assumed local SEO was 'done' because we had locations in Google Maps. Taskstics showed us we were leaving 70% of the surface area completely uncovered."— VP Marketing
Full audit of all 42 profiles. Categorical normalization. NAP alignment with website + Yelp + Apple Maps + Yext distribution. We added weekly post cadence, menu/service listings, Q&A seeding, and local-service-ads cross-linkage for the 18 locations eligible.
We mapped the group's 9 primary services × 42 locations and built a programmatic template with real differentiators per page: on-staff provider profiles, location-specific pricing bands, embedded Google reviews for that location, local injury/safety FAQs, and schema markup (LocalBusiness + Service + FAQPage).
Post-visit SMS + email ask, timed 2 hours after appointment close in the booking system. A/B tested the ask copy weekly. Response rate went from 4% to 23%. Volume of fresh reviews/month across the group went from 61 to 410.
Service-level editorial content targeting high-intent informational queries ("is X safe", "X recovery time", "X vs Y"). This caught the browse-phase traffic that eventually converted into [service] in [city] searches 2–8 weeks later. We saw a measurable lift in branded + geo search as this content ranked.
Each location got a tracked phone number. Booking system integrated with GA4. GBP posts scheduled 3×/week across all 42.
Rolled out in waves of ~75 pages/wave to control crawl. Internal linking rebuilt. Each location page got embedded reviews, provider bios, and local proof.
Research-phase content lifted branded search 2.4×. Review velocity moved average rating from 4.1 to 4.8. Blended cost per booking down 54%.
"Our local organic is now carrying 44% of bookings and costs us 1/5 of what Meta did. The board stopped asking about centralizing."— VP Marketing
Expansion to the next 11 locations acquired in Q4. A second service line (longevity / wellness) being rolled out with its own 9×42 = 378-page programmatic layer. Testing an AI-assisted FAQ expansion against voice/zero-click queries.
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