The first step to any successful spa SEO (search engine optimization) and content marketing strategy — onsite or off — is keyword research. Keyword research is the process of finding and targeting words and phrases (“keywords”) that potential guests are using to find spa services like yours online.

There are a number of different ways to do keyword research. The simplest way is to start by brainstorming a list of words and phrases that describe your spa and the services you offer.

Another way to do keyword research is to use a free keyword research tool like Google AdWords Keyword Planner. This tool will help you find related keywords and phrases that people are actually searching for online.

Once you have a list of keywords, you can start incorporating them into your spa website content. But beware, too many keywords (a process called “keyword stuffing”) will actually hurt your ranking in search engines, so use them sparingly, and focus on creating quality content that reads naturally.

When it comes to writing spa website content, it’s important to remember that you’re writing for people, not for search engines. Yes, you want your content to be optimized for search engines. But, if it’s not also appealing and interesting to actual human beings, it’s not going to do you much good.

Your website visitors are looking for information that is relevant to their needs. They want to know what services you offer, what your spa is like and why they should choose you over the competition.

Your job is to give them the information they’re looking for in a way that is clear, concise and easy to read. Write in a natural, conversational tone, and avoid using industry jargon or technical terms that your visitors might not understand.

Your headline is the first — and sometimes only — chance you have to make a good impression on potential guests. A good headline will grab attention, spark interest and make people want to read more.

When writing headlines for your spa website or blog articles, think about what will make someone stop and take notice. Use strong, active verbs, and try to include keywords where it makes sense.

Most importantly, make sure your headline accurately reflects the content of your article or web page. Misleading headlines are a surefire way to lose potential clients’ trust.

Not all spa website content is —or should be — text-based. Images and videos are worth a thousand words, so make sure to use them throughout your spa website content to break up blocks of text and add visual interest.

When selecting images, look for high-quality photos that are relevant to the content on your page and that reflect the overall tone and feel of your spa brand.

Stock photos are often overused and can make your website look dated. If possible, use original photos that you’ve taken yourself, or hire a professional photographer to take some shots of your spa.

In addition to images, you can also use videos to give potential guests a virtual tour of your spa or to showcase your services in action. Video is a great way to add personality to your website and to give visitors a more immersive experience.

More and more people are using their smartphones and tablets to access the internet, so it’s important to make sure your spa website content is optimized for mobile.

This means using large, easy-to-read fonts, short paragraphs and plenty of white space to make your content easy to read on a small screen. You should also make sure your website is responsive, meaning it will adjust to fit any screen size.

Any time you write a new spa blog, create a new web page or make any other changes to your website, make sure to test it out on your mobile phone. This will help you catch any errors and make sure your content looks the way you want it to on mobile.

A call to action (CTA) is a text or image that encourages spa website visitors to take a specific action, like signing up for your email list or booking an appointment. CTAs may be the most important type of website content for conversions.

CTAs can be effective in any type of website content, from your home page to your blog articles. They should be placed prominently on the page, and they should be clear and concise.

When writing CTAs, make sure to use actionable words and phrases like “book now,” “learn more” or “sign up.” And, make it easy for visitors to take the action you want them to take by including a link to the relevant page on your website.