In November 2024, a U.S. beauty studio came to us with a familiar problem: great services, loyal clients, and a website that barely showed up in search. Google Search Console showed fewer than 200 impressions a day and only a handful of clicks. The site wasn’t discoverable for the questions real prospects ask before booking laser and aesthetic treatments.

Our goal was simple: make the site easy for Google to crawl, clear for people to understand, and ready to convert. Over the following months—through June 2025—we rebuilt the foundation and shipped a full SEO program: technical fixes, on-page structure, a content engine, local SEO, and light PR.

Visibility climbed to roughly 3–4K impressions per day, with about 460K impressions and 3.81K clicks across the 16-month GSC view. Average CTR hovered around 0.8% and average position around 38.8 across a very broad keyword set. The CTR looks modest out of context, but it’s exactly what we expect when Google starts quoting your answers inside AI Overviews: awareness skyrockets while some users get the info without clicking.

We fixed crawling and indexing issues, standardized canonicals and sitemaps, removed soft-404s, and tightened internal linking so no important page was orphaned. We treated performance like a conversion project—compressing images to AVIF/WebP, enabling font-display, deferring non-critical JS, and lazy-loading media—to bring Core Web Vitals up to par, especially on mobile.

Once the plumbing worked, we rebuilt the revenue pages. Each service page moved to an intent-first layout: the problem clients are solving, benefits and candidacy, contraindications, aftercare and risks, proof, and a clear CTA.

We added LocalBusiness, Service, and FAQ schema, kept NAP consistent, and made the mobile CTA obvious. We also wrote the comparison and objection content buyers search before they book—laser vs. waxing, candidacy by skin and hair type, pain expectations, and transparent pricing.

We launched a content calendar driven by People Also Ask data, seasonality, and real buyer anxieties. In the ramp-up phase we published two to three posts a week. Each post included quick Q&A blocks, a skim-friendly takeaway, and links back to pages that convert. We strengthened E-E-A-T with practitioner bios, aftercare guides, and citations to reputable medical sources.

Local signals received the same attention. We rebuilt Google Business Profile—categories, service lists, UTM-tagged links, fresh photos, and Q&A—and cleaned up citations and local mentions. We added service-area content without creating doorway pages.

A round of community features and lightweight digital PR gave us branded links to the homepage and key service hubs.

We tested benefit-first titles and descriptions—leaning into pricing, pain-free messaging, and before/after proof. We added an “authority box” near the top of key posts (credentials plus a one-line CTA) and introduced jump links to Pricing, Candidacy, and Side effects to earn sitelinks.

We widened FAQ/HowTo schema coverage for secondary rich results and made CTAs sticky on mobile so high-intent readers didn’t need to hunt for a button. We also added “best near me” and comparison pages to attract higher-intent clicks outside AI Overviews.

Weeks one and two cleared technical debt and set the architecture and schema baseline. Weeks three to six delivered rebuilt service pages, the live content calendar, and a full GBP overhaul. Weeks seven to twelve layered in content cadence and interlinking, local citations and mentions, and meta testing. From month four onward we focused on authority clusters, PR placements, and continuous experiments to lift CTR and conversion rate.

The takeaway for beauty brands is straightforward. Clean technical foundations let Google crawl and index you reliably. Authoritative content that answers real questions creates the surface area you need to be discovered. Local trust signals match how people actually choose clinics. And ongoing title/meta, UX, and CTA testing turns reach into booked appointments.