Organic Click Growth (6 mo.)
Search Impression Growth (6 mo.)
Avg. Position Improvement
Ranking Keywords Tracked
The client now ranks in the Top 3 for 40 keywords and in positions 4–20 for over 600 more — with 189 keywords also triggering SERP features, giving the brand outsized visibility relative to its single-location footprint.
Our client is an independently owned lash and beauty studio based in Los Angeles, offering a full menu of lash and brow services — including Korean lash lifts, lash removal, colored extensions, and bottom-lash treatments — to a growing base of local clients. While the studio had strong word-of-mouth demand, its digital presence was limited to a handful of thin service pages with almost no content built around the specific neighborhoods it serves. Analytics and conversion tracking were also unreliable, making it difficult for the team to understand which channels were actually driving bookings.
Industry
Beauty & Personal Care — Lash Studio / Aesthetics
Location
Los Angeles, California, USA
Target Market
Local clients across Greater Los Angeles — Westwood, Brentwood, Beverly Hills, Santa Monica, Bel Air, Pacific Palisades, and Culver City
Services Used
Technical SEO, On-Page & Service Page Optimization, Local/Neighborhood SEO, AEO/GEO Content Strategy, Shopify CMS Management
Primary Challenge
Thin, single-location service pages with no neighborhood-level visibility, unresolved GTM/GA4 tracking gaps, and no presence in AI-driven search (ChatGPT, AI Overviews, Gemini)
Campaign Duration
Thin, single-location service pages with no neighborhood-level visibility, unresolved GTM/GA4 tracking gaps, and no presence in AI-driven search (ChatGPT, AI Overviews, Gemini)
The studio serves clients across seven-plus distinct Los Angeles neighborhoods but previously had very little location-specific content. Combined with unreliable analytics and conversion tracking, this limited the team’s ability to understand organic performance and identify which channels were driving bookings.
Core services like lash lifts and extensions were described in a few short paragraphs with no differentiation by technique, hair type, or client concern — leaving little for search engines or AI answer engines to work with.
The business served clients across seven-plus distinct LA neighborhoods but had no location-specific content, so it competed only on broad, high-difficulty city-wide terms instead of the long-tail local searches clients were actually using.
A GTM container mismatch between the published and unpublished Shopify themes meant conversion and engagement data was inconsistent, while heading structure across approximately 50 pages had no consistent hierarchy — weakening crawlability and AEO/GEO readiness.
Phase 1 — Technical Foundation & Site Health
• Diagnosed and resolved the GTM container mismatch between published and unpublished Shopify themes to restore reliable GA4/GTM tracking.
• Audited and rebuilt the heading hierarchy (H1–H3) across 51 pages into a single structured deliverable, giving every page a clean, crawlable outline.
• Ran a full GSC performance review following recent Google core updates to identify pages losing or gaining visibility.
Phase 2 — Service & Local Content Expansion
• Rebuilt core service pages including Korean Lash Lift, Lash Removal, Colored Extensions, and Bottom Lashes in structured HTML with clearer differentiation and intent-matched content.
• Built dedicated neighbourhood landing pages for Westwood, Brentwood, Beverly Hills, Santa Monica, Bel Air, Pacific Palisades, and Culver City to capture “near me” and hyper-local search demand.
• Published ongoing blog content optimised for both traditional SEO and AEO/GEO.
Phase 2 — Service & Local Content Expansion
• Rebuilt core service pages including Korean Lash Lift, Lash Removal, Colored Extensions, and Bottom Lashes in structured HTML with clearer differentiation and intent-matched content.
• Built dedicated neighbourhood landing pages for Westwood, Brentwood, Beverly Hills, Santa Monica, Bel Air, Pacific Palisades, and Culver City to capture “near me” and hyper-local search demand.
• Published ongoing blog content optimised for both traditional SEO and AEO/GEO.
Service Page Rebuild
Every core treatment page was rewritten with clearer structure, stronger on-page intent signals, and consistent heading hierarchy to support both classic rankings and AI-generated answers.
Neighborhood Page Expansion
Seven new location pages were built to target the specific communities the studio serves, turning one generic city-wide presence into a network of locally relevant entry points.
Technical SEO & Tracking Fixes
Resolved the GTM/theme mismatch, cleaned up heading structure sitewide, and put recurring technical monitoring in place so future core updates are easier to diagnose.
Service Page Rebuild
Every core treatment page was rewritten with clearer structure, stronger on-page intent signals, and consistent heading hierarchy to support both classic rankings and AI-generated answers.
Organic Click Growth (6 mo.)
Organic Search Growth Total clicks grew from 6.09K to 10.4K and total impressions grew from 1.28M to 2.21M over the trailing 6-month period, while average position improved from 11.9 to 10.3 — moving the client from page 2 toward the bottom of page 1 on average, even as average CTR held steady at 0.5%.
Search Impression Growth (6 mo.)
Keyword Footprint The client now tracks 2,421 total ranking keywords, including 40 in the Top 3, 206 in positions 4–10, and 418 in positions 11–20 — with 189 keywords also triggering SERP features.
Avg. Position Improvement
AI Search Visibility The client now holds an AI Visibility score of 28 in the U.S. market, with 27 brand/topic mentions and 113 cited pages across ChatGPT, Google AI Overview, Google AI Mode, and Gemini — early but meaningful traction in a channel most local competitors have not yet optimised for.
Ranking Keywords Tracked
6-Month Performance Organic clicks increased 71%, search impressions increased 73%, and average position improved by 13%, demonstrating meaningful growth across traditional organic search while AI search visibility began to develop.
Month 1–2
Technical tracking issues were resolved, the site's heading hierarchy was rebuilt across 51 pages, and GSC performance was reviewed to establish a reliable SEO baseline.
Month 3–4
Core service pages were rebuilt and dedicated neighbourhood landing pages were created for seven Greater Los Angeles communities.
Month 5–7
The keyword footprint expanded to 2,421 ranking keywords, including 40 Top 3 rankings, 206 positions 4–10, and 418 positions 11–20.
Month 8–9
The client reached an AI Visibility score of 28, with 27 brand/topic mentions and 113 cited pages across major AI search platforms.
Technical Health Is a Prerequisite, Not an Afterthought
Fixing the GTM/theme tracking mismatch and standardising heading hierarchy gave every downstream content investment a clean foundation to be measured and crawled correctly.
Local Service Businesses Win by Going Hyper-Local
Building dedicated pages for each neighbourhood a business actually serves consistently outperforms competing on broad, high-competition city-wide terms alone.
AI Search Is Now Part of the Visibility Equation
Structuring content for citation by AI Overviews, AI Mode, and chat-based assistants is already producing measurable mentions and citations — an early-mover advantage in a fast-growing discovery channel.
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