Permanent Makeup Studio SEO: Website Improvement Case Study

The website of a studio that provides permanent makeup services and training courses. During the partnership, our team improved the site's usability and ran SEO optimization on its pages.

The website of a studio that provides permanent makeup services and training courses. During the partnership, our team improved the site's usability and ran SEO optimization on its pages.

What was working:

• WordPress site;

• stylish design;

• a lot of photo and video materials about the studio;

• site ranking in top-30 Google for main queries.

What needed work:

• no developer support for the site;

• difficulty describing the services;

• no internal service pages.

After weighing up the pros and cons of the current site, we put together a roadmap for hitting the set goals. The client's main task was to SEO-optimize the service pages, but those pages didn't exist. After a team meeting, we came up with the following work plan:

• competitor site analysis;

• improving the current usability;

• SEO analysis of search queries;

• creating SEO-optimized service pages;

• active site promotion phase.

The main goal of the competitor analysis was to identify the strong sides of their sites. We paid special attention to the structure of the service pages, the quality of SEO optimization, and made a detailed review of their external backlink profiles.

As a result, we put together a brief for improving the existing site pages. As for backlinks, we drew conclusions and folded them into the further link-building strategy.

Given that the site already had a decent, stylish design, we suggested improving a few things:

• add photos of the training process in the studio;

• add request buttons for services and courses;

• add an expanded request form at the end of the pages;

• add an SEO text block;

• change the order of blocks on the home page.

We ran an analysis of search queries for the target region.

We decided to build the service pages with a direct entry point from the "prices" section. This setup made the service pages as convenient as possible for users.

For each service page, our copywriters prepared content that was reviewed by the client.

As a result, we built service pages with on-page optimization in place.

After improving the site and SEO-optimizing the landing pages, we kicked off the active promotion phase. This phase included the following work:

• adding fresh content;

• further page optimization;

• growing crowd links;

• buying guest post links;

• Google Search Console work;

• conversion tracking + improvement recommendations;

• position tracking.

Our team analyzed the search demand in the client's niche, prepared structural recommendations, and oversaw their implementation. Together with the developers, we carried out technical improvements and content SEO optimization of the site.