Case Study: Winning at Local SEO with Google My Business

Clarity Essential Wellness is a local business in Sale, Victoria. Jacinta Chaffey owns and operates Clarity which offers organic and natural hairdressing services, colonic treatments and beauty services to people in the Gippsland area.

From Jacinta at Clarity Essential Wellness:

"I didn't even know SEO existed till I spoke with Casey. A friend passed her detail on to me. After talking for about a minute I knew this girl was onto it. Casey explained the ins and outs of what she does and why I needed it. Honestly I had no idea about half of what she was saying, haha, but trusted her instantly. And that was one of the best decisions I made. This girl has opened my eyes to the world of GOOGLE. Casey works so hard behind the scenes to make sure everything is spot on. I cant thank her enough. She has quickly become someone I respect wholeheartedly but more importantly a great friend. I cant wait to see what she has in store next."

The Results

Tracking and reporting on your results is an essential part of any SEO or online marketing strategy.

Through the use of the Google My Business Insights and Google campaign URLs, we have been able to gather the below results in a 2 month period.

26% of website traffic

Clicks through from the Google listing have contributed to 26% of overall website traffic.

19% conversion rate

People clicking through from the Google listing convert the highest on the website at a whooping 19%!

53% of all conversions

Clicks from the Google listing have contributed to 53% of all conversions made on the website.

41 phone calls received

There were a total of 41 phone calls made to the business directly from the listing.

The project

Google My Business Listing - Clarity Essential Wellness Sale VictoriaWhen I first met with Jacinta in June 2018 at her beautiful salon in Sale, Victoria I quickly noticed she had a unique point of difference.

At the time, her business was called Clarity Hair Design which was focused solely on organic hairdressing and organic colour system services.

Due to adding new services such as colonic treatments and beauty services to the Clarity line-up, she decided to re-brand the business.

For that reason, moving forward, Jacinta wanted to make sure her business could be found online for her current and new services. She knew that potential customers were searching on Google for what she offers. However, she just needed a way to get her website and her business in front of those people when they were searching.

Clarity has all the essential ingredients for online search marketing success: a great website, a unique point of difference and an awesome service - I tried and tested this just to be sure! It was just pulling all of this together and mixing it with some SEO knowledge.

Due to the rebrand and need for new content on the website, we are yet to roll out a full SEO strategy. But what we have done from a local SEO point of view has already made a considerable impact on Clarity Essential Wellness's online presence.

How we helped - Local SEO

Local SEO is about getting in front of searchers who are looking for local businesses.

For services like hairdressing, Google wants to show results which are close in proximity to where someone is searching from.

To help Jacinta get her business in front of these people we have spent time optimising her Google My Business listing and are continually working on this.

If you want to get the most out of your Google My Business listing, it needs regular TLC.

What GCD did for Clarity Essential Wellness:

We optimised Clarity Essential Wellness's existing business listing by filling in all the business information and making sure it's up to date alongside adding images, highlights and services to the listing
We have been adding regular weekly Google Posts to the listing, including an Event Post for the salon open night (the inspiration for the posts are based on what Jacinta posts on social media so we can keep promotion consistent across all channels)
We provided advice on how to obtain regular customer Google Reviews and the importance of responding to these reviews
We set up tracking to measure our results, this included Google Analytics, Google Tag Manager and using the Google Campaign URL Builder tool to create tracking URLs

Since working on the above, we have made no changes to the website apart from migrating to a new domain name and updating the logo. The only other digital activities during this timeframe have been social media posts.

This case study shows how much of an impact signing up and maintaining your free Google listing can make, especially for a local business. So what are you waiting for? Get on Google today and if you need some help doing it, then contact Grand Cru Digital today!

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