Building a strategy to promote a beauty salon website in Australia
We tell you how to reach additional traffic to promote beauty salon services through creating useful content.
For acquaintance we move to Australia, the city of Perth. Our clients are a married couple in exile. The wife has worked in the beauty industry for many years, specializing in cosmetic tattooing and has a good understanding of how aesthetic and beautiful the result should be.
The husband took over all operational tasks and administered the development of the family business, including the promotion of the beauty salon website. The couple wanted to take their place in the niche precisely at the expense of quality, which in competitors noticeably suffers due to low standards and poor materials.
The site https://nova-you.com.au/ was created by another contractor, who also started working on the promotion of the beauty salon. The client did not see any results: time passed, and new users came only for one type of request - for fine-line-tattoo service.
We started our work with the analysis of the semantic kernel and found out: the queries for the promotion of the beauty salon site were uploaded from automated services of collection without any sorting at all. Content on commercial pages was also poorly optimized.
For example, the query “lip tattooing” gave the user information about all the services of the salon, but not about the one he was specifically interested in. The audience has long since learned to distinguish texts written for searches from really valuable content. Therefore, rarely lingers on the pages collected on a quick hand, which significantly affects the position in the output.
In the case of the beauty salon site, the pages of priority services were on 70-100 positions in the output, where users almost never look.
Yes, at the start of work our team also turns to services to collect semantics. But afterwards, we manually select only the most appropriate queries and check the output for them: what pages the keys lead to, what type they belong to.
To increase traffic with new semantics, BUT on a small budget, which is absolutely normal for a small family business. We understood: the client is betting on quality, and the same level was required from us.
To increase traffic with new semantics, BUT on a small budget, which is absolutely normal for a small family business. We understood: the client is betting on quality, and the same level was required from us.
The new strategy of beauty salon promotion included the following tasks:
Revise the semantics of the previous contractor - the first rule of the club of seoshnikov. To offer your own is the rule of good taste and a guarantee of responsibility for the result. We manually selected queries that correspond to the services offered on the site, worked out the structure and redesigned the content of the pages for them.
After analyzing user requests, we completely redesigned the structure of the site. On its basis, we revised the menu structure and moved popular services to the top. The changes helped clients to find the right page faster, and access to them became clear and structured.
The client provided us with a list of the most prioritized services, for which we created new commercial pages describing the procedures. For this purpose, we imagined what a potential client would like to see in such content. And we focused on usefulness - not just telling about the availability of the service, but also describing the process, materials and supporting the result with photos.
Recall that when analyzing the semantics of the previous contractor, we found a lot of garbage queries. It turned out that spammy links from bad donors were also behind the low positions. Solving these problems was not within the budget, but we could not leave the client halfway.
That's why we offered our recommendations on how to work with the link profile:
We were working on the project from May to October 2023. After revision of semantics and content optimization, the site's visibility gradually went up.
About 50% of the keys have made it into the top 10 practically from 0 in just 6 months.
The average position of the site for the selected period also showed consistently good results: we started from the 49th line in the output and gradually increased it to the 35th.
And during the season, the site even rose to
Forecasts for rendition and traffic are quite optimistic - with proper attention to link-donors and work with queries they will see a steady increase.
The site has moved up to higher positions. The number of bookings on the site remained unchanged. But don't rush to draw conclusions on the conversion rate!
Most users after exploring services followed the link to the salon's Facebook page, where there were more photos of work and reviews. For a niche, this is a normal practice. People want to see what the result of the service will be, read the comments of other clients, contact the administrators of the group for advice. The masters themselves can also communicate directly with their audience in social networks, so they often bet on them.
Now the site brings traffic from Google and more performs the function of one of the stages of the funnel. But if you place a portfolio of the master on the site - the conversion will increase. Now there are more clients, which means the strategy of promoting the beauty salon has worked.
“Promotion requires a set of tools. But if the client has a small budget - this is no reason to refuse him, because every business has the right to develop.
In the case of promoting a beauty salon, we staked on quality content that would best reveal the value of the master's work. A person who wants to do quality tattooing, deserves to book it convenient and useful site.
And the reputation and the level of trust to the specialist will only become higher, if the user will get the corresponding result in the search on the request for a particular procedure”.
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