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.
These are live results for a searcher located in Scottsdale. The brand terms and general skincare terms sit firmly on page one, and the SkinLab listing also appears in the Google map pack for the brand searches. The gap is the treatment terms: HydraFacial ranks on page five, and dermaplaning, Kybella, and Juvederm searches in Scottsdale do not surface the site at all, even though a map pack appears for every one of them.
Positions count everything a searcher sees, including ads and the map pack. Search volumes are national estimates. Checked July 8, 2026 from a Scottsdale, Arizona location.
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 dermaplaning, Kybella, or Juvederm never sees the site, 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 scottsdale", "skin clinic scottsdale", treatment plus Scottsdale) are where new patients actually search. We optimize the Google Business Profile, build consistent local citations, add location signals across the site, and grow the review base to compete in the map results as well as the organic listings.
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.