Case study ยท Local SEO
Local SEO case study: a mobile hairdresser in East London
Hair By Sana Rais is a mobile hairdresser in Walthamstow. Sana started the business, then I launched her website and Google Business Profile, and added keyword research, backlinks, location pages and social profiles. This local SEO case study shows what Google Search Console recorded.
Results
What Google Search Console recorded
Impressions in Google search
Clicks to the website
Average click-through rate
Pages shown in search results
Source: Google Search Console, web search.
The business is now getting calls from the website, which is the result that matters most to Sana.
Starting point
A new business with nothing online
Sana had just started her mobile hairdressing business. She had skills and a service area, but no website and no Google presence. Someone in Ilford or Leyton searching for a mobile hairdresser had no way to find her.
That is a common position for a new service business, and it is a good time to start. Everything is built for search from the first page, so there is nothing to undo.
What I did
Six jobs, in this order
1. Website
I built the site and wrote the service content myself, with a page for each treatment, such as keratin treatment, root touch-ups and hair botox.
2. Google Business Profile
I set up her Business Profile for a mobile service, with services, areas and photos.
3. Keyword research
I researched what people in East London type when they look for a mobile hairdresser, then matched each service and area to one search term.
4. Backlinks
I built local links and listings that point to the website, so Google sees it as a real business.
5. Location pages
I added a page for each area she covers, including Ilford, East Ham, Barking, Canning Town, Plaistow, Leyton, Leytonstone and Bow.
6. Social profiles
I set up her social profiles so her business details match across the web.
Breakdown
Where the clicks came from
- Homepage: 30 clicks, with an average position of 5.1 in Google.
- Area pages: the Ilford page earned 4 clicks, East Ham 4 and Barking 3, so customers in each area can find her.
- Her name: she ranks in the top three for searches for her own name, so people looking for her find her.
- Local searches: she appears at an average position of 7.5 for mobile hairdresser near me, and her hair botox guide appears at 8.7 across 181 impressions.
- Place: 32 of the 46 clicks came from the United Kingdom, where Sana works.
- Devices: 29 clicks came from mobile, which fits people searching on their phones for someone to come to them.
- Growth: impressions grew from month to month as new pages and links built up.
Next steps
Where we go next
- Add more reviews to her Google Business Profile, since reviews build trust and help rankings.
- Keep building local links from East London sites.
- Add pages for more services and areas as her business grows.
FAQ
Questions about this case study
How long does local SEO take to show results?
Many local sites start appearing in Google within weeks of launch, and visibility keeps building as pages, links and reviews grow. Hair By Sana Rais began recording impressions soon after launch and has grown steadily since.
Did the location pages work?
Yes. The Ilford, East Ham and Barking pages each earn clicks from local searches, alongside the homepage, so customers in each area can find her.
Can you do the same for my business?
Yes. I start with a free audit of your website and Google Business Profile, then agree a plan. Results depend on your area and competition, so I do not promise rankings.
Want results like this for your business?
Send me your website and I will tell you what is holding it back, free, within one working day.