Local SEO: Structured data and schema & why your aesthetic clinic needs it
Structured data and schema are essential tools for aesthetic clinics wanting to stand out in search results. Structured data is a way of marking up your website content so search engines can understand exactly what it represents, from treatments and services to practitioner details and patient reviews. Properly implemented schema can help your clinic appear in rich snippets, local map packs, AI-generated answers, and voice search results, improving both visibility and trust.
Why structured data matters
Search engines increasingly rely on structured data to provide accurate, trustworthy answers to user queries. For aesthetic clinics, structured data:
- Signals the type of business and location
- Highlights treatments and services offered
- Displays practitioner information and qualifications
- Showcases patient reviews
- Supports rich snippets in Google search results
Clinics that ignore structured data risk being invisible in AI-powered or feature-rich search results, even if they have excellent content and traditional SEO.
Key types of schema for aesthetic clinics
1. LocalBusiness schema
Specifies your clinic’s name, address, phone number, opening hours, and website. Essential for local search and map pack visibility.
2. MedicalBusiness schema
Indicates that your business provides medical aesthetic services, helping search engines understand the type of treatments offered.
3. Service schema
Used to highlight each treatment or service your clinic offers, including descriptions, duration, and cost. Supports rich search results and AEO optimisation.
4. Practitioner schema
Showcases your team, qualifications, experience, and specialities. Enhances E-E-A-T signals and builds patient trust.
5. Review schema
Marks up patient reviews, allowing Google to display star ratings and snippets in search results. Improves click-through rates and credibility.
6. FAQPage schema
Ideal for answering common patient questions about treatments, recovery, risks, or costs. Supports AEO and increases the likelihood of appearing in “People also ask” and voice search results.
How to implement structured data
- Use JSON-LD format, which is Google’s recommended method.
- Add schema to the relevant pages: treatment pages, location pages, practitioner bios, and FAQ sections.
- Keep data accurate and consistent with your website content.
- Test your schema using Google’s Rich Results Test tool to ensure it is implemented correctly.
Benefits for aesthetic clinics
Proper schema and structured data can:
- Increase visibility in local and AI-powered search
- Improve click-through rates via rich snippets
- Enhance patient trust by showing qualifications, reviews, and accurate information
- Support AEO by helping search engines pull direct answers from your content
Final thoughts
Structured data and schema are essential for aesthetic clinics aiming to grow online. They help search engines understand your content, improve visibility in rich results, and enhance patient trust. Implementing LocalBusiness, MedicalBusiness, Service, Practitioner, Review, and FAQPage schema ensures your clinic is not just found, it is highlighted as a credible, authoritative choice for patients searching online.
For more local SEO tips read our Local SEO checklist.
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