Modern marketing has experienced expansive growth over the past few years and we’re living in an exciting, unprecedented time. With all the various social media and search engine platforms available, cooking up a truly powerful massage therapy marketing strategy is more accessible than ever before.

So yes, we can make a big splash – but it’s essential that we have the right strategic approach.

This post will be part of my massage therapy marketing series (which you can find throughout this site) and will focus on a free (but often overlooked) marketing strategy that massage therapy business can and should be using.

So thanks so much for stopping by today, now let’s get started, shall we?


  • The Missed Opportunity: SEO & Massage Therapy Marketing
  • The Nuts & Bolts Of SEO
  • SEO Opportunities For Your Massage Therapy Business
  • SEO Keyword Research Crash Course
  • Conclusion

The Missed Opportunity: SEO & Massage Therapy Marketing

Having a presence online is crucial and let’s be honest, that’s no big secret. But things can start to get a little cloudy when we start asking questions like Which social media platform is best and where should I focus my time? or Which digital marketing strategy will give me the best ROI as a local massage therapist?

These are important questions to consider and their answers can really depend on your specific goals, budget, business, target audience and product/service.

But for this article, I want to focus on something that many smaller massage therapy businesses miss out on. It’s called content marketing and SEO.

For anyone unfamiliar, SEO stands for search engine optimization and is sort of the holy grail of free, organic traffic to a website. It all starts with understanding your audience and market before finding competitive keywords which you can then create valuable, high-quality content around.

By employing an SEO strategy for your massage therapy marketing, you’ll be working towards page 1 Google rankings and automated, highly qualified traffic straight to your website. There are numerous benefits of SEO for business, but here are a few key takeaways:

  • SEO build authority and trust in your niche
  • SEO establishes an automated lead generation system
  • SEO creates free traffic and various monetization opportunities
    • For example: ad placements, sponsored posts or selling digital products are fully automated, revenue-generating options
  • SEO builds domain authority
  • SEO creates networking opportunities
  • SEO and keyword research allows you to better serve your audience
    • Keyword research provides invaluable insights into your audience’s problems and the specific questions they’re asking
    • This will grow your business’ value
  • SEO creates evergreen content that will continue to work for you over many years
    • Content marketing is like compound interest: you put in the upfront work with little payoff in the beginning, but over time as your articles rank and bring in qualified traffic, you’ll have a well-established, profit-generating asset

The Nuts & Bolts Of SEO

SEO can get pretty complicated pretty quick – especially if you’re new to this world. So I want to give you just the bare essentials today, allowing you to sort of “hit the ground running”.

I’ll also provide some links below for further reading on the topic!

SEO Opportunities For Your Massage Therapy Business

OK, now let’s further customize this article for massage therapy marketing! SEO opportunities are everywhere – and not just for Google. SEO and keyword planning is involved almost every facet of digital marketing – YouTube, LinkedIn, website page optimization and most social media.

So what are some more specific SEO options (or starting points) for massage therapists? Well no worries, I’ve got your back!

As a massage therapist and business owner, you provide a valuable service to a specific market. Understanding your market’s problems, pain points and how you can provide solutions is a cornerstone to any successful business.

So how does all this relate to SEO opportunities? Well, SEO is essentially an opportunity to provide value and solutions to your target audience (besides your core service offering).

SEO opportunities for massage therapy can be numerous and really depend on your exact target market and their specific pain points. The goal here is to create helpful, free content around those specific pain points.

Here are some content examples (feel free to use them!):

  • Essential pre- and post-run care to reduce shin splints
  • X stretches every snowboarder/skier should know about
  • Simple daily habits for people 60+ that reduce lower back pain
  • 10 things you didn’t know about massage therapy
  • How a massage therapist can improve your happiness

You’ll notice the variety in the examples above as well as the clearly stated, helpful purpose of each. The goal is to be enticing (but not click-baity) while targeting specific keywords that your target audience is seeking out (via Google).

Now keyword research is a huge topic and there are numerous strategies, techniques and tools for this stage of content planning. So I want to give you a quick crash course on a simple strategy to get started quickly (and for free).

SEO Keyword Research Crash Course

Identify a general topic idea (for example, reducing lower back pain).

Now, head over to Google-sensei and start typing in a key phrase related to this pain point (for example, “how to reduce lower back pain“).

Here, you’ll notice that Google automatically finishes your key phrase before you finish typing. This indicates that there is a high volume of other people who are also searching for that exact phrase.

This means there’s high traffic opportunities (if you can rank on page 1 of Google, that is).

But, let’s take a look at the currently ranking websites for how to reduce lower back pain.

Healthline, WebMD, Harvard…

These are huge websites with well-established domain authority. This means that smaller websites are unlikely to rank and compete for this key phrase. So what do we do now?

We dig deeper and go down the keyword phrase rabbit hole.

You’ll notice if we keep scrolling, you’ll find other Google suggestions for similar keywords that people are also searching for (found in the People Also Ask section and at the bottom as hyperlinks).

For example, one suggested phrase is how to relieve lower back pain while sleeping. This is great and even more niche/specific (targeting back pain while sleeping specifically).

Still, the competition for this phrase is pretty high.

So I keep digging, changing the keyword focus and angle. Eventually I stumbled onto deep tissue massage lower back pain.

So there’s still some competition here, but it’s not quite as high as the first. This phrase (or something similar) could be a good target keyword.

From here, you’d want to create a helpful blog post, putting the exact key phrase in both the title and the first paragraph or two.

From there, write organically and try to make a post that’s at least 1,000 words (or take a look at the websites currently ranking for that keyword and simply make a better, longer post).

Now, this is a super brief overview of keyword research and ignores many of the nuances and questions that will inevitably come up (such as how do I post a blog onto Google).

So for further information, here is a helpful (and free) SEO course to help out: ____________(hubspot?).


SEO for business and massage therapy marketing is an expansive topic with numerous opportunities. It can be easy for many small business owners to ignore or overlook content marketing.

After all, things can get pretty technical and time-consuming very quickly.

But at the end of the day, creating high-quality, helpful content consistently will generate leads, establish authority, reveal new opportunities and expand your growth and profit potential in a variety of surprising ways.

So if you’re ready and excited to get started, then a great first step would be to first look your target market and identify some specific pain points you can help solve. From here, you’ll want to create a post and start writing.

Most website hosting will support blogging and Google indexing and a quick Google search should help here. I personally use both WordPress and Wix (for a more user-friendly interface).

And if you’re not ready for hosting your own blog, you could ease into this world by posting on LinkedIn or Medium. You could split your long-form content into micro-content for social media and even start giving high-quality answer on Quora (linking back to your website).

So whatever platform and strategy you use, blogging, SEO and ranking in Google with value-adding content is well within reach and will provide amazing benefits for your massage therapy business.

Thanks so much for reading today! Let me know in the comments what your biggest question about SEO for massage therapy is!


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