Every keyword the site ranks for nationally, grouped by position. The healthy pattern is weight on the left. Today most keywords sit in positions 21 to 50, which means Google already sees the site as relevant but not yet as the answer.
Live results for the two SkinLab locations, brand searches plus the primary transactional keyword for each treatment, checked from Scottsdale and from Chandler. Scottsdale carries the visibility: branded terms win page one, several with a map pack listing, while the transactional treatment searches are the opportunity. Chandler is open territory, the site does not rank in the top 100 for a single treatment search there and shows in the map pack for only one.
Branded searches contain the SkinLab, SkinCeuticals, or Maffi name; transactional searches are treatment and service terms with buying intent. Scottsdale terms are checked from Scottsdale and Chandler terms from Chandler, where the site does not rank in the top 100 for any treatment search and appears in the map pack for only one. Positions count everything a searcher sees, including ads and the map pack. MOXI laser (Scottsdale) ranks #8 and Botox does not rank; both report near zero local planner volume and sit outside the chart. Search volumes are national estimates. Checked July 9, 2026.
Of the 175 ranking keywords, 157 rank through the homepage. Only 18 rank through a service or treatment page. Google is treating the site as one general page rather than a set of authoritative treatment pages, which caps how high each keyword can climb.
Five moves, in priority order. Locally the brand terms are already won, so the effort goes where searchers cannot find you yet.
Locally, the brand is already winning: page one plus the map pack for every "skinlab" search. The money gap is the treatment searches. A Scottsdale searcher looking for lip filler, microneedling, dermaplaning, or a chemical peel, the four highest demand treatment searches, never sees the site at all, and HydraFacial sits on page five, while a map pack appears for every one of those searches. Each treatment page needs Scottsdale focused copy, a matching title and heading, pricing context, and before and after proof.
Google shows a map pack for every treatment search we checked, and SkinLab appears in it only for brand searches. We expand the Google Business Profile services list to name each treatment, publish GBP posts and photos around them, and grow reviews that mention the specific treatments, so the listing qualifies for those packs. Map pack placement converts faster than any organic gain.
157 of 175 keywords currently rank through the homepage, so searches like "hydrafacial scottsdale" land on a general page instead of a dedicated one. We build out each core treatment page (HydraFacial, injectables, fillers, lasers, skincare) with Scottsdale focused copy, pricing context, and before and after proof, then point internal links at them so Google routes each search to its best page.
Local intent terms (med spa, treatment plus city) are where new patients actually search, and the two markets need different plays. Scottsdale is close, so the work is tightening the Google Business Profile and reviews to move from page one into the map pack. Chandler is untapped: the location barely appears for its own searches, so it needs its own optimized Business Profile, a dedicated Chandler location page, local citations, and reviews before it can compete in a market where a map pack already shows for every treatment search.
The site already appears for competitor names like Skin Cabaret, SkinSpirit, and Phoenix Skin. Rather than chase those directly, we publish comparison and "what to look for in a Scottsdale med spa" content that captures shoppers who are still deciding, and we make sure SkinLab's own pages answer the questions those searchers have.