Last updated: June 10, 2025 Reading time: 11 minutes

If the right clients can’t find you on Google, they might not know your kind of care exists. And if you’re a massage therapist who values consent, real connection, and building a community over marketing hype, then you might feel a little weird about doing SEO. We get it… It’s quite a buzzword!

But here’s the thing: local SEO for massage therapists means reaching the right people, not just anyone. Those who are already looking for exactly what you offer.

Whether you’re prepping for a life shift, craving more consistent bookings, or just want your overall online presence to reflect what you stand for, local SEO can support you with this. Look at it as a quiet friend who’s there with you to help you be more visible, trustworthy, and deeply rooted in your community.

So, let’s talk more about local SEO and how your services can greatly benefit from this strategy.

Quick intro on local SEO: What is it really?

The thing about local SEO for massage therapists is that it’s not some mysterious marketing magic that only big corps can use. Think of it as your digital way of putting up a friendly sign that says, “Hey, I’m around and can help your body feel amazing!”

You might ask, “What’s the difference between local SEO and regular SEO? Aren’t they the same?” Technically, no. Local SEO is specifically designed to help people in your area find your massage practice when they’re searching for massage services nearby. 

Unlike regular SEO that tries to reach everyone everywhere, local search focuses on the kind of clients you want and within your area. So, when someone types “massage therapists near me” or “queer-friendly massage therapy” into Google, local SEO puts you in those results.

And the beauty of this approach is it’s incredibly targeted. You’re not trying to compete with every massage therapist on the planet, but only with the ones in your area. 

Since massage therapy is a very personal, hands-on service, local connections make perfect sense. People want to know that the massage therapist near them understands their specific needs, whether they’re seeking trauma-informed bodywork or just simply need relief from their daily stress.

Tips to boost your local SEO

Optimizing your local SEO on your own doesn’t have to be overwhelming. You can do some of this without having to code or do that complicated stuff! Here are some of the small yet impactful things you can do to boost your local SEO.

Start with your Google Business Profile

Your Google Business Profile acts as your free digital storefront. Yep, free! 

All you have to do is fill out every single section carefully, making sure that you’re describing your services in complete detail. Then, you can upload photos of your sessions (with consent, of course!), and make sure all your services are clearly listed.

Be consistent with the details

Your business name, address, and phone number (NAP) should match exactly across your website, social media, and any online directories you’re part of. 

Even the smallest differences can confuse your potential clients. Plus, search engines can also get confused, and if that happens, it’ll hurt your rankings as well.

Reviews are very important

We’re a proud queer-owned digital marketing agency, and we understand how important that is for the clients who work for us. Being a queer-friendly service is a big deal, especially these days! 

If you want to welcome more queer clients, it helps to build up a strong base of happy clients who can vouch for you. And if you’ve worked with queer clients before, their feedback can really show how inclusive and affirming your practice is.

Create helpful content

Another great way to boost your visibility is by writing blog posts that speak to your community. 

If you want to reach specific audiences, try creating content that’s relevant to their experiences and needs. When your posts reflect local values and real-life concerns, you naturally attract the right clients and show search engines that you’re an engaged, active part of your community.

Consider doing partner massage classes & community workshops (especially during Pride)

Here’s a local SEO strategy many massage therapists might overlook, especially those who are pushing for inclusive care. These activities create content opportunities and local connections that boost your visibility naturally.

You might want to get an SEO audit

This might sound technical, but don’t let it scare you. Just like you might assess a client’s needs before a session, an SEO audit helps you understand what’s working, what’s missing, and where your website might be holding you back. 

It’s a low-pressure way to make sure your digital space is actually supporting the kind of care and community you’re trying to build.

But what about privacy?

I actually spoke with a massage therapist in Brooklyn recently, named Jessica, who mentioned something that really stuck with me: she offers care in a private space that isn’t visible from the street: no sandwich board, no foot traffic. And that’s intentional. For her and so many others offering trauma-informed bodywork, safety and privacy are at the core of the practice. This is why local SEO has to be done with care, in a way that still protects your boundaries. We can prioritize visibility and privacy at the same time.

So, like Jessica, you might ask, “If I’m putting all my details out there, how about my privacy?” And we get it, privacy matters, especially if you’re running a massage practice from your home or doing personal visits. The good news is that GBP understands this concern and offers service area options instead of requiring your exact address to the public.

With this, you can set up your profile to show a service radius around your general area rather than pinpointing your exact location. This is perfect for massage therapists who do house calls or those working from home-based studios. 

This approach protects your privacy while still helping local clients find you. Clients will be able to know you’re in the area and can contact you for specific location details, but your personal address stays private until you’re ready to share it. It’s privacy-conscious SEO for bodyworkers that actually makes sense in the real world.

Local SEO for massage therapists: why it matters

So, with all that said, let’s get to the real question: Does local SEO for massage therapists really matter?

If you’re like a lot of heart-centered practitioners, you might feel a little skeptical. Maybe your business is mostly word of mouth, or your website “works fine,” even if it’s a little outdated. Maybe you’re not trying to scale or become some big brand, you just want to stay booked consistently with the right clients, while staying true to your values.

Want your massage services to stand out in search results with things like reviews, hours, or location? Tools like schema markup can help you show up more clearly in search results, giving potential clients the confidence to reach out.

Let’s take a closer look at how local SEO can support your work.

With local SEO, you can build your online trust

One of the best things local SEO does for massage therapists and service-based work is that it builds digital trust before clients even step through your door. 

When someone is searching for a massage, they’re often dealing with discomfort, stress, and in a really vulnerable time. They need to know they can trust you with their body.

Your online presence becomes that first impression. When potential clients see complete information, genuine reviews, and helpful content on your website, they start building confidence in you. For many people, especially those seeking inclusive massage practice or trauma-informed care, finding the right practitioner online first helps them feel safer about reaching out. They can get a sense of your personality, your values, and your professionalism even before they book an appointment.

This digital trust-building is especially important in today’s world, where many people research everything online first, including their healthcare and wellness providers.

Visibility matters even if you’re not planning to expand your practice

Let’s talk about something that many solo massage therapists think: “I don’t want a huge practice, so why do I need SEO for massage therapists?”

The thing is visibility more about making sure the right clients can find you when they need you the most. Having a strong local visibility means you have options and stability, not just pressure to grow bigger.

Plus, when you’re easily findable online, you attract the right clients to whom you can offer your services. Instead of taking any client who calls, you can be more selective and work with people who truly value you as a person and a professional.

Reviews will help you a lot (yes… again!)

Reviews are where local SEO for service providers gets really powerful for massage therapists, especially if they come from clients who value your inclusive approach. When trans or queer clients leave reviews mentioning feeling safe, respected, and understood in your space, those reviews become incredibly valuable for attracting similar clients.

These authentic testimonials do something special: they signal to other LGBTQ+ folks that your practice is genuinely welcoming, not just saying the right words on your website.

So, don’t be afraid to gently ask clients who’ve had positive experiences to share their thoughts online. Many clients are happy to help, especially when they know their words might help someone who’s an ally to them. And remember, these reviews are actually community building, not just a marketing tool.

Frequently asked questions about SEO for massage therapists

Get inclusive SEO help for your massage therapy practice

One thing you have to know is that you don’t have to do this all on your own. As someone who’s supported trauma-informed and LGBTQ+ affirming bodyworkers (you can check my story here!), Marketing by Rocio is here, ready to help.

We can provide personalized services and support that will help you get found by the right people online and help service-based healers build without compromising the values of your practice.

Reach out to us, we’d love to support you!