Case Study: Empire Salon Search Engine Optimization

Kinetic Greenhouse partnered with Empire Salon to strengthen its online presence and boost visibility for both potential clients and rental opportunities for aesthetic professionals. Through strategic Search Engine Optimization (SEO) and Google Business Profile (GBP) enhancements, their goal was to improve search rankings, attract more customers, and create greater awareness of booth rental opportunities within the beauty industry.

When I first connected with Carla Baker, the passionate owner of Empire Salon, I immediately saw her deep commitment to both her business and the people around her. She truly cares about creating a welcoming and comfortable space, not just for her clients, but also for the talented professionals she brings into her salon. Her team includes massage therapists, aestheticians, and hairstylists, all contributing to a vibrant and diverse beauty and wellness community. The on-site café adds another layer of charm, making Empire Salon an inviting space for the downtown community and its loyal clients.

Despite her demanding career as a veterinarian, Carla pours 100% of her time, energy, and passion into growing Empire Salon. Her dedication to excellence is inspiring, and it has been an absolute honor to support her vision.

Opportunity

Empire Salon’s goal is to expand its reach by increasing organic traffic through search engine optimization and enhancing its Google Business Profile to improve discoverability. The challenge was not only to attract more clients but also to generate interest in booth rentals by reaching aesthetic professionals. Our goal was to leverage search engine optimization (SEO) with targeted keywords to organically improve Empire Salon’s online visibility, making it easier for both clients and beauty professionals to discover and connect with the salon.

What We Did

To help Empire Salon achieve its goals, Kinetic Greenhouse implemented a strategy focused on enhancing online visibility and website performance:

• Google Business Profile Optimization: Corrected and implemented business information, updated service listings, and implemented keyword-rich descriptions to improve search rankings and local visibility.
• Search Engine Optimization (SEO): Conducted keyword research and optimized website content to target high-intent search queries, driving increased organic traffic.
• Website Performance Improvements: Beyond content optimization, we ensured the site’s backend remained clean and up to date. Our SEO clients receive a full website audit to identify vulnerabilities and improve security, providing a strong digital foundation.
• Website Updates: Added dedicated service pages for each offering, created team member pages with booking links, and refreshed existing pages with the latest information to enhance user experience.

Results

Our strategic initiatives led to significant improvements for Empire Salon:

• Increased Google Visibility: Optimizing the Google Business Profile boosted search rankings, resulting in a noticeable rise in salon inquiries and booth rental applications.
• Higher Booth Rentals: Since the start of this project, Carla has reported nine new booth rentals—a direct reflection of enhanced online presence and engagement.
• Website On-Page Optimizations: Adding targeted keywords and expanding website content improved both user experience and search engine indexing, helping potential clients better understand the salon’s services while boosting SEO performance.
• Website Performance Enhancements: In addition to on-page optimizations, we ensured the backend remained clean and up to date. As a result, the site’s current health score stands at 92%, aligning with best practices for performance and security.

Insights

Optimizing a Google Business Profile alongside SEO enhancements is a powerful way for local businesses to boost organic visibility and attract both customers and industry professionals. For Empire Salon, these efforts not only increased client bookings but also helped fill booth rental spots, supporting the salon’s long-term growth.

At Kinetic Greenhouse, we specialize in helping small businesses enhance their online presence through strategic digital marketing efforts. If you’re looking to improve your visibility and attract more clients, contact us today to get started!