If your massage website saw a drop in traffic this fall, you’re not alone. Google released a major algorithm update in October, and it affected many local service businesses — especially massage therapists who rely on steady search visibility to stay booked.

This update reordered search results to prioritize fresh, trustworthy, experience-driven content. The result: many therapy sites dipped, even if nothing was “wrong.”

Here’s what changed, why it matters for massage therapists, and how to get your visibility back on track.

Note: Because Google’s algorithm is proprietary and continually evolving, no one outside Google can verify all ranking factors. The recommendations in this article are based on recognized SEO best practices and widely observed performance patterns following the October update. They should be viewed as guidance, not guarantees.

Why Your Massage Website Traffic Dropped

This update was Google’s push to remove outdated, thin, or overly optimized content. They want real expertise, real experience, and current information to lead the results.

Massage therapists felt the impact because:

• Many sites don’t get updated often

• Service pages tend to be short

• Blogs get abandoned

• Older content lost traction

• Competitors who updated recently gained visibility

Your site didn’t get penalized. It simply got outranked by sites Google now sees as more “alive” and helpful.

How This Update Affects Massage Therapists Specifically

Massage therapists depend heavily on local search. Most clients find you through phrases like:

• massage therapist near me

• deep tissue massage [city]

• prenatal massage [city]

• back pain massage

• sports massage therapy

When Google shakes up the results, your listing can slide a few positions, and even a small shift can reduce calls and bookings.

If fewer clients found you on Google this month, the update is likely the reason.

What Google Prioritized After the Update

Google now favors:

Fresh updates

Sites that show recent activity get more trust.

Helpful, experience-based content

Google wants to surface therapists who demonstrate real skill, knowledge, and hands-on experience.

Local authority signals

Things like Google Business Profile updates, recent photos, reviews, and Q&A responses matter more.

Clear service pages

Pages that answer common questions (pricing, session expectations, benefits, availability) rank higher.

What You Can Do to Recover Your Visibility

Here’s what will help you climb back up:

1. Update your core service pages

Refresh the descriptions of your modalities, session lengths, and client benefits. Even small updates count.

2. Add one new piece of high-value content

Write something that answers an actual client question, such as:

• “Why your shoulders keep getting tight and what to do between sessions”

• “Prenatal massage: When to start, what to expect, and how it helps”

This signals expertise and helpfulness.

3. Post on your Google Business Profile weekly

Add a photo, share an update, answer a common question. Google uses this to validate you're active.

4. Refresh your homepage

Clarify who you help, what you specialize in, and why someone should book with you.

5. Check your site speed and mobile layout

Slow or awkward mobile pages were hit the hardest.

6. Build more “experience signals”

Photos, testimonials, and FAQs show real-world skill — something Google now weighs heavily.

Your Massage Therapy Business Didn’t Do Anything Wrong

This update didn’t “punish” you. It just shuffled the cards a bit.

Massage therapists who stay active online, share helpful education, and keep their sites updated will move back up. Visibility comes from showing Google that you’re present, trustworthy, and serving your community.

If it’s been six months or more since your last website update, this is the perfect moment to refresh it and regain momentum. 

You don’t need a full rebuild. You just need the right small changes, done in the right order.

Want help figuring out what to fix first? I can look over your site and give you a short list of your biggest opportunities so you know exactly where to focus next.