Google Search Beauty salon

How Beauty on Park Street claimed the top Google spots in the Sydney CBD

A Sydney CBD beauty salon with decent traffic but rankings stuck mid-page in a crowded market. Keyword mapping, new copy and local links pushed the target terms into the top two or three positions.

I Want Results Like This
A client having a facial treatment at Beauty on Park Street
#1spray tan sydney cbd
#1waxing sydney cbd
#2waxing sydneyFrom position 8
01

The problem

Beauty on Park Street is a beauty salon in the Sydney CBD, which is about as competitive as local markets get, with numerous salons fighting for the same customers. Web traffic was tracking along well enough, but the team knew the site could be doing more.

For most of their target keywords, Google rankings sat anywhere from the middle of page one down into the deeper pages. Management knew that pushing into the top positions would mean more visitors, and more customers on the back of them. We were engaged to make that happen.

What we were up againstNumerous salons competing for the same CBD customersTarget keywords ranking mid-page one or deeperTraffic decent but well short of its potential
Rankings at the start: waxing sydney at 8, spray tan sydney at 5, beauty salon sydney cbd at 6.
Rankings at the start: waxing sydney at 8, spray tan sydney at 5, beauty salon sydney cbd at 6.
02

What we did

We started with keyword research and mapping to identify the high-value terms relevant to each of the main pages on the site. Each page was then assigned just one or two closely related keywords to target, giving Google a clear signal about what each page is for.

1Keyword research and mappingHigh-value keywords were identified for every main page, then mapped so each page targeted only one or two closely related terms.
2New SEO copy for every categoryOur copywriter rewrote the main category and sub-category pages using our optimisation process: the mapped keyword, plus the synonyms and related terms Google considers relevant.
3Local citations and authority linksOur outreach team built new local directory and citation links, then acquired authority links from high-value domains to build the trust and credibility of the domain.
The Beauty on Park Street site. Category and sub-category pages were rewritten around one or two mapped keywords each.
The Beauty on Park Street site. Category and sub-category pages were rewritten around one or two mapped keywords each.
03

The results

The results have been excellent. Target keywords that sat at the bottom of page one or deeper have pushed up into the top two or three positions in Google. When potential customers search for a beauty salon using these terms, Beauty on Park Street now captures the visit, and that has meant more enquiries and more bookings.

Keyword movement
Search termBeforeNow
waxing sydney82
spray tan sydney53
sydney waxing82
spray tan sydney cbd, waxing sydney cbd, beautician sydney cbd and brazilian wax sydney cbd all now sit at position 1.
After: spray tan sydney cbd, waxing sydney cbd and beautician sydney cbd all at position 1.
After: spray tan sydney cbd, waxing sydney cbd and beautician sydney cbd all at position 1.

With the target terms now in the top three, the job from here is holding them there against a crowded CBD market and keeping the bookings coming.

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