Solea Beauty Salon
Solea Beauty Salon
The client's goal
The client we’ll discuss today is someone we've had the pleasure of working with for many years. The beauty salon is located in a busy area, surrounded by other salons. Hence, our team understood that we were working in a highly competitive niche.
The client's website was not user-friendly, and was on a brand-new domain. The goal was to get the website indexed, gain rankings, increase traffic, and generate leads. The promoted services included women's haircuts, styling, hair coloring (AirTouch, balayage), hair extensions and straightening, as well as hair care. The list also included eyelash extensions, makeup (including bridal and age-specific), permanent makeup, manicure and pedicure (gel coating, nail extensions), men's haircuts, and beard care.
Solution
For promotion, we used SEO (Google Organic) and advertising (Google Ads). The work included creating a semantic core, studying competitors, developing the website structure, and creating a promotion strategy.
Top positions in Google (1st-5th place):
- "Hair Salon" - 2nd place
- "Beauty Salon" - 1st place
- "Manicure Salon Near Me" - 3rd place
- "Pedicure Near Me" - 3rd place
- "Nail Salon Near Me" - 2nd place
SEO
We started the promotion with a website audit, fixing technical errors, and developing a content marketing strategy. Then, we gradually implemented SEO optimization and advertising campaigns.
We checked the website for errors, corrected the robots.txt file, updated the sitemap, set up redirects, ensured the proper functioning of the application forms, and configured Google Analytics.
We gathered target queries, performed clustering, and distributed keywords across the pages. We identified groups of queries for which there were no landing pages on the website.
We analyzed the top beauty salons in Miami, identified their promotion strategies, and found their weaknesses.
We created expert articles and service descriptions, taking into account EEAT factors (Experience, Expertise, Authoritativeness, Trust).
We improved the design of the pages by adding new sections: reviews from Google Maps, examples of work, a slider with photos of the salon interior, and more.
We conducted a comprehensive optimization of the pages: optimized meta tags, subheadings, added schema markup, reduced keyword density, added LSI keywords, and more.
The result of this approach, as shown in the screenshot, is over 180 queries in the TOP-3, with the remaining queries in the TOP-10.
We added photos, reviews, and service descriptions, which helped achieve top rankings for local queries. We also added a "Book Online" button, linking it to the online booking system Vagaro. Every week, we added new examples of work (photos/videos) and updated the profile with news and promotions.
We gathered the semantic core of popular informational queries in the beauty niche. We created a blog where we publish articles about haircut trends, nail design, and answer frequently asked client questions. We started receiving good traffic and successfully converting blog readers into salon clients.
In the screenshot, you can see an example: an article gained 107 views within the first 3 days of publication.
We expanded the geographic targeting from one area (Sunny Isles) to all of Miami. This helped achieve high rankings in various regions of Miami.
We increased conversions by implementing various CTA blocks. We conducted A/B testing to identify the best combinations.
Marketing
Advertising was used in addition to organic promotion. We launched Google Ads to attract clients through commercial queries.
We set up advertising campaigns to attract clients via search and local results: this included Smart, Expert, and Google Maps campaigns. Daily monitoring of results, cleaning negative keywords, and expanding search queries for which ads were shown.
Special attention was given to Smart Ads on Google Maps, as clients typically search for nearby salons directly on Maps, rather than through a search engine. Considering the large number of tourists in Sunny Isles, we also needed to effectively attract them to the salon using Google Maps advertising.
Achievements
Our comprehensive approach led to significant success.
The website now holds very high positions in Google for key queries in the Miami and Sunny Isles regions. In the screenshot, you can see the growth chart – over 180 queries in the top 3, with the remaining queries in the top 10.
Visibility in Google Maps is increasing, along with the number of calls and directions requested.
Organic traffic increased by 250% over the course of the year.
The number of requests through the website tripled, and there was an increase in bookings for services.
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