Transforming Local Business Success: 265% Increase in Organic Traffic and Steady Bookings for a High-End Hair Salon

CLIENT

A high-end hair salon with one established location, preparing to open a second location in five months. The business owner needed to increase online bookings to fill both salons and sought to improve the website’s content and SEO to achieve this.

CAMPAIGN OBJECTIVES

The primary goal was to increase the number of bookings through the salon’s online booking system by driving more organic traffic to the website. This would ensure a steady flow of leads and customers for both the current and upcoming salon locations.

Additional objectives included:

• Improving poorly written, non-expert content that did not reflect the salon’s high-end brand image.
• Ranking highly for key services in the local area to compete effectively.
• Fixing existing technical issues on the website to enhance overall SEO performance

CAMPAIGN EXECUTION

1. Comprehensive Technical Audit
Our first step was to conduct a full technical audit of the salon’s website. We crawled the entire site, identifying and resolving numerous technical issues that were holding back its SEO performance. These fixes included:

• Correcting crawl errors and improving site speed.
• Fixing broken links and missing meta tags.
• Optimizing image files for better loading times and SEO value.
• Implementing proper URL structures to make it easier for users and search engines to navigate the website.

2. On-Page SEO Optimization
Once the technical issues were resolved, we focused on optimizing the existing pages for SEO. This included:

• Keyword research to identify key services such as haircuts, hair coloring, balayage, and other trending hair treatments in the local area that the business offered.
• Optimizing meta titles and descriptions for these services to ensure they were relevant, compelling, and included target keywords.
• Enhancing content on service pages to reflect the salon’s expertise and authority in high-end hair treatments, while making the language more user-friendly and appealing to potential customers.

2. Strategic Internal Linking
We implemented a strategic internal linking structure to boost the website’s SEO further. This not only improved navigation for users but also ensured that search engines could easily crawl and index the most important pages, passing on link equity and improving rankings across the board.

3. Content Creation
Recognising the need for higher-quality content, we published 12 new high-quality articles to establish the salon as a thought leader in the beauty industry. These articles covered a range of topics, from insider knowledge on haircuts and color trends to professional haircare products that the salon offered.

Each article was crafted to:

Demonstrate expertise and provide value to users, increasing trust in the salon’s brand.
Answer frequently asked questions and provide actionable advice to potential clients looking for high-end hair services.

Target long-tail keywords and increase the site’s authority in related search terms, improving the salon’s rankings for a variety of keywords.

5. Custom Link Building Campaign
To further enhance the SEO performance and drive the salon’s main service keywords to the top of Google, we executed a custom outreach link building campaign. Our team reached out to industry-relevant websites and secured 13 high-quality backlinks from authoritative sources. These links played a crucial role in improving rankings for the salon’s key services, such as haircuts, bridal hairdresser, balayage, and hair coloring etc.

RESULTS ACHIEVED

After six months of consistent efforts, the results were remarkable:

• Organic traffic increased by 265%, driven by improved SEO, better content, link building and the technical fixes we implemented.
• Significant increase in direct bookings through the website’s booking system. Organic search became the main driver of new leads, helping the salon achieve a steady stream of clients without additional marketing costs.
• The salon owner now has daily leads and bookings through organic search alone, providing a sustainable business pipeline for both the existing and new salon.

This growth in organic traffic meant that the salon owner no longer had to rely heavily on paid advertising, leading to considerable cost savings and better long-term marketing ROI.

CONCLUSION

This case study illustrates how our tailored SEO and online marketing strategies can deliver substantial results for local businesses. By addressing the client’s pain points—poorly written content, lack of technical SEO, and low organic traffic—we were able to significantly boost both traffic and bookings, all while preparing for the expansion of a second salon location.

Our approach was personalised to the client’s specific needs:
improving website authority, fixing technical issues, and delivering content that resonates with both search engines and customers.