Across the nation, the number of beauty salons is increasing, leading to intensified competition. Thus, enhancing promotion to attract customers has become crucial. While listing in major media outlets like HOT PEPPER Beauty is a common marketing method, it often leads to price wars that don’t always pan out well.

In such a scenario, creating a cost-effective strategy involves building a website for your salon and drawing traffic directly to it through SEO (Search Engine Optimization).

This time, we’ll discuss SEO strategies for hair salons. Tokyo SEO Maker, a specialized SEO media outlet, will explain what specific actions to take and how to set up effective keywords.

Why Hair Salons Should Implement SEO 

Implementing SEO measures can significantly increase traffic to a salon’s website, leading to more physical store visits. This results in securing a larger customer base.

Beauty industry websites are often used for salon introductions and typically feature service pricing and hair catalogs. Given the industry’s tendency towards local business models, SEO should focus on localized keywords rather than national ones to effectively highlight the salon’s strengths and local relevance.

Additionally, utilizing Google Business Profiles is crucial for SEO, as it helps display search results related to location information. This compatibility with local searches makes it an indispensable marketing tool for the beauty industry, enhancing its effectiveness in attracting customers.

Intense competition in the beauty salon industry as the number of establishments surpasses 230,000 nationwide

According to the Ministry of Internal Affairs and Communications’ Sanitary Administration Report for fiscal year 2021, released in January 2023, there were 264,223 beauty salon facilities across Japan.

Over the years, the number of beauty salons has consistently increased, as shown by the data below. Meanwhile, Japan’s total population has been on a decline. This backdrop highlights a fierce competition for customers among increasing beauty salon establishments, despite a decreasing potential customer base.

Given these circumstances, beauty salons must craft innovative promotional strategies to attract clients. An effective, low-cost strategy is the operation of a website optimized for search engines (SEO). Today, people commonly use search engines for inquiries, such as deciding where to get a haircut. Customers often search for terms like “recommended beauty salons,” making SEO a crucial strategy to attract potential clients to salon websites.

Many beauty salons primarily rely on portal sites like HOT PEPPER Beauty for customer acquisition, which, while influential, often do not utilize their own websites effectively as marketing tools. In recent times, even within these portal sites, competition has intensified, making it essential for salons to attract clients through their own websites.

Thus, practical SEO strategies that target beauty-related keywords and reach potential customers are indispensable.

What is SEO?

SEO, or Search Engine Optimization, involves customizing a website to rank higher in search engine results. Typically, the target of these strategies is Google, which holds a dominant share of the search engine market.

For a detailed introduction to SEO and how to implement it, please refer to the article ” SEO in 2024: An Easy-to-Understand Guide for Beginners. “

SEO Benefits in the Beauty Industry

The beauty industry has a vast potential customer base, and SEO allows businesses to reach a diverse array of users with various needs. Additionally, because this industry involves direct services, using a website can effectively turn casual visitors into loyal fans.

This article will further elaborate on the benefits of SEO for the beauty industry.

Easily Reaching Potential Customers in the Beauty Industry

Keywords related to beauty, ranging from everyday topics like skin concerns and hair styling tips to more sensitive issues, cover a broad spectrum and are characterized by a large potential customer base. For everyday matters, which are frequently searched, articles that are highly ranked due to SEO efforts are likely to gain more traffic.

Moreover, for keywords related to personal concerns, many people prefer to search online for solutions they might not feel comfortable discussing with others, providing a substantial target audience.

Although the content for everyday and concern-related topics differs greatly, both attract a large number of users, making them effective for reaching potential customers efficiently.

Effective for In-Site Product Sales

If a beauty site successfully attracts many users through SEO, it can effectively boost not only appointments and inquiries but also product sales. For instance, hair salons often sell their own developed products like shampoos and waxes.

Similarly, esthetic and nail salons often handle products too. Typically, sales in a physical store are to customers who have visited at least once, but with a website, products can be sold regardless of whether the customer has visited the physical location or not. 

As site traffic increases, so does the frequency of product purchases, making SEO a beneficial strategy for generating new sales.

Easily Turning Customers into Fans

Continuously creating and publishing content as part of SEO efforts can help turn customers into dedicated fans of a company. This is particularly notable in the beauty industry, where services are often one-on-one and technicians may operate on an appointment basis, fostering closer relationships between the provider and the customer.

Regular visits are assumed in this industry, and even during periods when a customer does not visit the physical store, communication and information sharing can continue through the website. Being able to engage with customers regardless of their visit status means that SEO and content publication play a crucial role in beauty sites.

Disadvantages of SEO in the Beauty Industry

In the beauty industry, it can be challenging to achieve high rankings for effective keywords, and the impact of search engine algorithms is a notable disadvantage. However, there are strategies to mitigate these disadvantages, which we will discuss in detail. Here, we will explain the specific drawbacks of SEO strategies in the beauty industry.

High Difficulty in Keyword Strategy for ‘Beauty Salon + Location

In the beauty industry, when implementing SEO, it’s common to select keywords that combine “beauty salon” with a specific location. Indeed, these are highly searched terms, and achieving high rankings can significantly increase performance. However, a major disadvantage is that portal sites often dominate the top search results for “beauty salon + location,” making it difficult for individual sites to compete. Nonetheless, with proper management of Google My Business, there is still a good chance of ranking highly.

Moreover, focusing on Google My Business, known for attracting more attention, can be more effective from the start. If you are determined to feature in the SEO section, you might consider aiming for higher positions within portal sites or utilizing web advertisements.

Article Related: The Importance of Search Intent in SEO! From How to Research to How to Use

Vulnerability to Google Algorithm Changes by Genre

In the beauty industry, some sectors, such as cosmetics, fall under YMYL (Your Money or Your Life), which means they are more likely to be impacted by Google algorithms. YMYL refers to categories that can significantly affect users’ finances or health.

Compared to standard SEO, expertise and authority are more heavily weighed in these sectors, making it harder to achieve high rankings. However, this doesn’t mean search rankings are doomed. Effective strategies include adding expert oversight to content creation or conducting unique research to enhance the credibility and appeal of your site.

Article Related: What is YMYL? Target Genres and SEO Strategies

SEO Strategies to Practice in the Beauty Industry

When tackling SEO in the beauty industry, it’s crucial to emphasize the uniqueness and expertise of your salon to differentiate it from competitors. For local customer acquisition, instead of relying solely on SEO, using Google My Business for local SEO (MEO) strategies is crucial.

This section will detail effective SEO strategies for the beauty industry.

Clarify Your Salon’s Concept

The first step in SEO for the beauty industry should be to clarify your salon’s concept. The content you publish and the overall site will be evaluated for their expertise in SEO efforts. Simply broadcasting information as a generic beauty salon or spa won’t confer any special authority or positively influence your SEO.

However, if your salon has a unique concept like “Women-only Spa” or “Long Hair Specialist Salon,” you can effectively showcase your expertise through related content. This approach is also highly effective for your chosen keywords, so ensure you clearly define your salon’s concept before you start publishing.

Showcase Treatment Examples

In the beauty industry, where services typically involve treatments, it’s essential to post treatment examples on your site. Having a user-focused website is a critical element in SEO. Actively engage with the content that users demand.

For example, if a user is considering a new spa, they generally want to know the specific treatments offered and the results they can expect.

Besides pricing and services, publishing past treatment examples can help build trust and encourage users to visit with confidence.

Approaching the Local Area with MEO Strategies

MEO stands for Map Engine Optimization, which is a free tool provided by Google tailored specifically for local businesses. As previously mentioned, SEO for keywords like “beauty salon + location name” is highly competitive and challenging to rank high.

However, on Google My Business, portal sites do not appear, so the competition is only among actual physical stores, making it feasible to aim for high visibility. Furthermore, the position where Google My Business listings appear on the search results page is below Google Ads, which typically attracts more attention than SEO. It’s essential to enhance the information in the product and post sections to increase inquiries through Google My Business.

Related Article: What is Google Business Profile (formerly Google My Business)? Explaining the Benefits and Registration Process as a Customer Acquisition Tool

Keyword Examples for Beauty Salons

Below are types of keywords you might consider.

-Synonyms for beauty salon

-Place name

-Purpose of search users

-Names of stores and hairstylists

Synonyms for Beauty Salon 

When users search for beauty salons, they commonly enter “beauty salon” as their search term. However, they might also use synonyms or related terms. For example, similar terms for a beauty salon are as follows.

• Hair salon
• Beauty clinic

Beauty Salon’s Location Name 

Users often search using the name of the area where they live or near their workplace. Specifically, beauty salons are searched in combination with location names as below.

• Beauty salon  Preference name
• Beauty salon  Ward name
• Beauty salon  City name

Additionally, people who commute or attend school and use train stations might also search for beauty salons around those stations. For example, searches might be formatted as

• Beauty salon  Station name
• “Beauty salon  Train line name

Purpose of search users

Keywords that align with search users’ intentions are used in searches.

For example, a person thinking, “My hair has grown, so I want to get a cut,” may be undecided about which salon to visit. In this case, they might search using keywords like “City Name + Cut + Beauty Salon”. Other common purposes for visiting a beauty salon include

• City Name + Beauty Salon + Cut
• City Name + Beauty Salon + Treatment
• City Name + Beauty Salon + Perm
• City Name + Beauty Salon + Hair Color
• City Name + Beauty Salon + Gray Hair Dye
• City Name + Beauty Salon + Men’s

From these, you would select keywords that match the features and services offered by your salon. For instance, if your salon primarily serves young women, you might exclude keywords like “gray hair dye” and “men’s”.

Additionally, hair styles and colors often follow current trends. Therefore, searches for fashionable or popular salons in metropolitan areas are also common, such as

• Famous Beauty Salon Tokyo
• Popular Beauty Salon Tokyo

Store and Hairdresser Names 

In beauty salons, as the service involves personal contact, such as cutting hair, customers tend to look for reliability in their hairdressers. The location and expertise of the salon also play a role, with many customers preferring to choose specific salons or hairdressers for their services.

For this reason, popular and well-supported salons and hairdressers tend to become famous, leading to searches by the salon or hairdresser’s name online. Chain beauty salons, in particular, see an increased frequency of searches by store name.

SEO Strategies for Beauty Salons 

The general workflow for implementing SEO in a beauty salon is as follows.

1.Prepare a store website

2.Set keywords for the store information page

3.Create a store information page

4.Edit the page information

5.Register store information on Google Business Profile

• Prepare a Store Site 

First, launch a site to disseminate information about the salon. For detailed instructions on creating a website, please see the article linked below

>>How to Create a Website: An In-Depth Explanation for Beginners

• Set Keywords for the Store Information Page 

Once your salon site is up, decide on your keywords. For a beauty salon, consider the following elements.

• • Synonyms for beauty salon
  • Location name
  • Search user’s intent
  • Store or hairdresser’s name

Once you’ve determined the necessary keywords, plan the site structure. Based on the keywords, determine the articles needed. For example, if using the keyword “Beauty Salon + City,” you’ll need to prepare pages like a store guide. The title for this page might be

-Store Information | City Name Beauty Salon / Salon Name

Include store information such as the address and map on this page.

Use a similar approach for other keywords to establish the site structure.

Key Pages for a Beauty Salon Website”

• Homepage
• Service Introduction and Pricing Information Page
• Store Information Page (address, map, business hours, phone number, email, social media info)
• Appointment Booking Page
• Introduction of Hairdressers (Staff)

For those interested in learning more about how to select keywords, please refer to the article linked below.

>>Detailed Explanation on SEO Practices and Precautions for the Beauty Industry Website

Creating the Store Information Page 

Once you have a clear idea of the site structure, you can start creating the pages. When designing these pages, make sure that the features and strengths of your salon are clearly communicated to site visitors.

It is imperative that the information posted on the salon website is accurate. Publishing incorrect information or texts with typos can cause problems, not only potentially leading to disputes but also negatively affecting your site’s SEO quality as assessed by Google.

For more details on how to create web pages, please refer to the article linked below.

4. Updating Page Information 

Typically, running a website involves regular updates. However, the frequency of updates for a salon or business site might be lower. Yet, there are still occasions when updates are necessary, such as the following cases.

• When announcing news
• Changing business hours
• Renewing services or introducing new ones
• When staff changes occur

When changes occur in store information, it’s necessary to update the published pages accordingly. Always aim to keep the information on the site up-to-date. Especially be cautious with service and pricing information, as discrepancies can lead to issues during service provision.

5. Registering Store Information on Google Business Profile 

Once your salon site is set up, register your store information on Google Business Profile.

Google Business Profile (formerly Google My Business) collects information about beauty salons and businesses nationwide and displays this information on Google Search and Google Maps. By registering your store information, your salon details will appear in search results as shown below.

The displayed information typically includes the following.

• Website link
• Store name
• Reviews
• Location
• Business hours
• Telephone number

Registering your store on Google Business Profile can increase your visibility in search results, which is advantageous for SEO. The registration process is explained in the link below.

SEO Techniques for Beauty Salons 

When operating a beauty salon website, the following techniques can be effective for SEO.

• Publish columns to secure long-tail keywords
• Use visual appeal with image data
• Combine with social media to drive traffic to the salon website

For more in-depth strategies, please refer to the techniques section in the guide linked below.

Publishing Column Articles to Secure Long-Tail Keywords

In Google’s search engine, a priority is placed on the richness of information related to specific keywords. Therefore, when setting keywords, it’s important to cover topics related to those keywords comprehensively.

A strategy that stems from this is the creation of column articles based on long-tail keywords. Long-tail keywords are niche or complex keywords that are less frequently searched by users. By targeting these keywords, your site can achieve a higher level of comprehensiveness in terms of keyword coverage, which can be beneficial for SEO.

For instance, if you write a column about tips for haircuts or styling, you can utilize the expertise unique to hairdressers, creating a page that is both original and valuable. Providing high-value information can also lead to acquiring backlinks from other sites.

Moreover, securing long-tail keywords increases the chances of reservations and visits. Particularly, complex keywords are more specific, bringing users closer to their actual intentions. For example, a user searching for “beauty salon Tokyo” has a more specific intent than someone just searching for “beauty salon,” increasing the likelihood that they will become a customer of the salon they find.

In essence, targeting long-tail keywords is not only advantageous for SEO but also aligns well with the goals of a beauty salon’s website operation.

Utilizing Image Data to Appeal Visually

One key strategy for a beauty salon’s website is to make extensive use of image data.

Given that hair salons provide hairstyling services, posting images of haircuts or styles after treatment can help visitors to the site form a concrete image of the results. Furthermore, because cleanliness is also crucial for beauty salons, showing images of the salon interior can be effective.

However, when posting images on the website, it is necessary to be mindful of the file size of the image data. If the file size is too large, it can slow down the page loading speed when opening web pages in a browser. Slow page loading can lead to increased chances of visitors leaving the site prematurely and can negatively affect SEO.

Therefore, when handling image data, image optimization is required. For detailed methods of image optimization, please refer to the article linked below.

Combining SNS Media to Drive Traffic to the Salon Website

By integrating the salon website with Social Networking Service (SNS) accounts, it’s possible to channel potential customers acquired on SNS to the site.

For beauty salons providing hairstyling services, turning customers into fans is crucial for increasing revenue. Operating SNS is a strategy to advance this customer fan conversion. Popular SNS platforms include the following.

• Twitter
• TikTok
• Facebook
• Instagram
• YouTube

SNS allows for two-way communication with users. For instance, if a hairstylist manages an account and posts information about the salon or images of haircut models, it’s possible to captivate the hearts of SNS users.

However, using SNS for promotional activities is already common in the hairstyling industry. Therefore, differentiating from competitors is necessary. Leveraging the unique strengths of your salon or hairstylists in SNS operations holds the key to the success of promotions.

Common SEO Questions for Beauty Salons

We have compiled frequently asked questions about SEO for beauty salons in an FAQ format.

Q: What are the benefits of SEO for beauty salons? 

Answer: It allows for low-cost, continuous patronage.

Once you launch a salon website and achieve a certain level of SEO success, you can consistently attract site visitors. These visitors are potential customers who may become actual clients. Once the site is complete, it can be maintained at a low cost without the need for special additional measures.

Summary 

Building a salon website and correctly implementing SEO strategies can lead to an increase in physical store visits. To do this, first envision the target audience you want to attract to your site and select keywords that align with your salon’s characteristics. Additionally, beauty salons have a unique advantage in that customers can easily become fans, making strategies to encourage repeat business crucial. Specifically, consider creating expert columns and integrating with social media accounts to enhance your approach.

Author Profile

Mr. Takeshi Amano, CEO of Admano Co., Ltd.

Mr. Takeshi Amano is a graduate of the Faculty of Law at Nihon University. With 12 years of experience working in the advertising agency industry, he discovered SEO and began his research during the early days of SEO. He self-taught and conducted experiments and verifications on over 100 websites. Using this expertise, he founded Admano Co., Ltd., which is currently in its 11th year of operation. Mr. Amano handles sales, SEO consulting, web analytics (holding the Google Analytics Individual Qualification certification), coding, and website development. The company has successfully managed SEO strategies for over 2000 websites to date.

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