Results are a cut above for Melissa

What We Did

The foundation of any successful SEO campaign starts with thorough keyword research. Our aim was to help the people of Manchester find a leading salon for their next appointment, so we uncovered exactly what potential clients were typing into Google to find hair appointments in the city centre.

Although local keywords typically have a lower search volume than their nationwide counterparts, reaching prospective clients in Manchester had great potential for excellent ROI due to the highly focused nature of our strategy and the targeting of clients ready to book an appointment.

Next, our copywriters got to work creating content for each new service page, and optimised existing content. 

By crafting clear, engaging content that highlights the benefits of each service and promotes the team’s expertise, we created a smooth user journey that directed prospective clients to book an appointment. 

Over the next year we regularly re-optimised content to boost rankings and maintain a competitive edge.    

Nurturing inclusivity

Not only did our content target keywords for core salon services, we also targeted specific service offerings, reaching out to clients who would benefit from the salon’s inclusive approach to hair styling.

The salon is immensely proud to be an inclusive salon; they offer gender-neutral pricing, wheelchair accessibility, a private top floor for hijab-wearing clients and ensure their team are trained in the styling of all hair textures.

It was vital we incorporated the salon’s values and unique offering into our strategy, and that the website’s content would reflect this, and allow clients to trust that they’d be safe in the hands of stylists who truly understand different types of hair, as well as the importance of a hijab-friendly space. 

Sleek re-design

A service page re-design allowed new content to shine with a striking layout. The revamp sought to bring a visually exciting, modern and clean look to the site to reflect the in-salon environment and Melissa’s passion for modern hairdressing and cutting-edge techniques. The design layout nurtured leads towards that all-important ‘book now’ button and could be easily rolled out across the site for future service pages.

Alongside this re-design, we re-structured the service menu to incorporate the new service pages for quick and easy navigation.

The Results

Our SEO campaign launched Melissa Salons to the top of local SERPs, resulting in 19 new #1 keyword rankings and 37 new top 10 rankings for their respective services.

The independent salon now competes with (and usually outranks) UK-wide hairdressing brands vying for the search engine top spots.

But it’s their presence in local rankings that has transformed the business. 

Organic traffic is up 77% YoY - and there was a stunning 80% increase in appointment bookings.

More than 20% of the salon’s 100+ five-star reviews in the past year mentioned the team’s expertise in curly hair or the benefit of private space for hijab-wearing clients, an excellent example of the impact SEO can have on a local business.

We’ve not only helped Melissa Salons firmly cement themselves as an outstanding salon in Manchester, we’ve helped to showcase their specialisms and inclusivity across the UK.

We’re continuing to grow our relationship with the Melissa Salons team and look forward to monitoring the impact of our continuing SEO efforts.