Problem
Our client faced challenges with increasing their organic search traffic and engagement across multiple locations. Although the brand had a digital presence, its overall SEO performance was underwhelming, with the need for stronger visibility in competitive markets like Dallas, Chicago, and Phoenix. Their primary issues included:
- Lower-than-expected click-through rates (CTR) despite high impressions.
- Suboptimal keyword rankings in specific markets.
- Inconsistent performance across multiple Google Business Profiles (GBP), impacting local search visibility.
Solution
To address these challenges, the SEO strategy was revamped focusing on:
- Keyword Optimization: The SEO team enhanced keyword targeting by optimizing for high-converting terms such as “jawline filler,” “botox spa,” “lip fillers,” and “med spa Dallas.” This included creating location-specific landing pages and optimizing content to improve rankings for competitive terms in different markets.
- Google Business Profile Enhancement: Each location’s GBP was optimized to improve visibility in local search. The SEO team monitored performance closely, optimizing profiles for keywords like “med spa Plano” and “morpheus8 in Biltmore,” ensuring that each location appeared prominently in local search results.
- Content and Technical SEO Improvements: The website was optimized for speed and user experience. Internal linking structures were improved, and new content was added to target niche services like “PRP hair restoration” and “morpheus 8 Phoenix.” Structured data implementation also ensured better visibility on Google Search and Google Maps.
Analytics & Monitoring: Through Google Search Console and Google Analytics, the SEO team tracked the performance of organic traffic and made real-time adjustments to campaigns, focusing on top-performing pages and queries.
Outcome
As a result of these focused SEO efforts, It’s a Secret Med Spa experienced significant improvements:
- 28% Increase in Organic Clicks: The total clicks from Google Search Console for January 2024 saw a 28% increase compared to the previous month, with a total of 8,964 clicks.
- 30% Increase in Impressions: The spa also saw a 30% increase in impressions, achieving 369K impressions across all locations.
- Higher CTR for Key Pages: Pages such as the home page and service-specific pages (e.g., “jawline filler” and “hydrafacial care instructions”) saw notable improvements in CTR, with some reaching as high as 44.27%.
- Improved Rankings: The Rank Tracker report revealed key position improvements in competitive markets like Dallas, Phoenix, and Chicago. Notably, several location-based keywords moved to top 5 positions.
- Conversions: The total number of goal conversions increased by 24%
GBP Performance: Locations like Dallas and Scottsdale saw a significant boost in GBP interactions, with a 45% increase in calls and website clicks, reflecting improved visibility and local SEO efforts.
