Improving SEO Performance

Background

Our client faced several challenges in improving their online visibility and search engine rankings. Despite having multiple locations, the spa struggled with low organic search traffic, inconsistent keyword rankings, and underperformance in local search results. Their goal was to increase their organic search traffic, improve keyword rankings, and enhance their local SEO presence to drive more conversions and business interactions.

Challenges Identified 

1. Low Organic Traffic: The spa’s website experienced lower-than-expected organic traffic, which impacted lead generation and conversions.
2. Keyword Ranking Fluctuations: Keyword rankings were inconsistent across various locations, leading to missed opportunities for local searches.
3. Underperformance in Local SEO: Google Business Profile (GBP) performance metrics indicated that some locations were not receiving adequate search visibility and user interactions.

Solution

Strategic SEO Interventions:
To address these challenges, a comprehensive SEO strategy was implemented focusing on both technical SEO and content optimization. The key actions included:

1. Keyword Optimization:
   • Conducted extensive keyword research to identify high-performing keywords related to med spa services.
   • Optimized website content, meta tags, and headers with targeted keywords to improve search engine rankings.
2. Local SEO Enhancements:
   • Updated and optimized GBP listings for all locations to improve visibility in local searches.
   • Encouraged customer reviews and responded to them promptly to boost engagement and credibility.
   • Utilized local keywords and location-specific content to attract more localized traffic.
3. Content Strategy:
   • Developed high-quality, informative blog posts and service pages tailored to the target audience’s needs and search intent.
   • Implemented a consistent content publishing schedule to keep the website updated and relevant.
4. Technical SEO Improvements:
   • Enhanced website loading speed and mobile responsiveness to improve user experience and search engine rankings.
   • Fixed technical issues such as broken links, duplicate content, and sitemap errors.

Outcome

Positive SEO Performance Growth:
The strategic SEO interventions led to significant improvements in key performance metrics. The outcomes were as follows:

1. Increased Organic Traffic:
   • Organic search sessions increased by 25%, with Google being the primary driver of traffic.
   • Monthly sessions rose to 15,577, indicating higher user engagement and interest.
2. Improved Keyword Rankings:
   • Several keywords achieved top positions in search results, including high-performing terms like “jawline filler,” “lip fillers,” and “botox spa.”
   • Notable position changes in Google rankings for various locations, with some keywords moving up by as much as 62 positions.
3. Enhanced Local SEO Performance:
   • GBP interactions, such as calls, website clicks, and direction requests, saw significant growth across all locations.
   • Mobile searches and map interactions increased, highlighting improved local search visibility.
4. Higher Conversion Rates:
   • The session conversion rate improved to 25.73%, with 19,753 total conversions, reflecting better lead generation and customer acquisition.
   • Business profile interactions, including calls and website clicks, surged by 43% month-over-month.

Conclusion

The comprehensive SEO strategy implemented by Lead to Conversion successfully addressed the initial challenges, resulting in enhanced online visibility, improved keyword rankings, and increased local search performance. These efforts translated into higher organic traffic, more customer interactions, and better conversion rates, ultimately driving business growth and strengthening the spa’s online presence.