Why SEO should be a priority for your salon.
If you run a hair salon, beauty business or work as a freelance stylist, chances are new clients are searching for your services online before they ever walk past your shop or see your Instagram account.
Search engine optimisation (SEO) is about making sure your salon shows up when someone types in things like:
- ‘hair salon near me’
- ‘eyelash extensions [suburb]’
- ‘best facial deals’
The better your SEO, the more likely it is that your business appears in local search results – and the more likely someone is to book with you.
Good SEO means:
- Showing up on Google Maps and in local search
- Appearing in results when people look for specific treatments or services
- Having your reviews, opening hours and contact info easy to find.
Unlike paid ads, which only run when you’re spending money, SEO works in the background every day. It helps bring in new clients, keeps your salon visible and builds trust with people before they even call or click ‘book’.
We work with thousands of small businesses across Australia, including salons like yours, to help them get found online and grow their client base.
SEO basics for salons.
Now that you know why SEO matters, here’s how to start setting it up for your salon without needing a marketing background or a big budget.
These are the most important elements to get right early on:
Set up or update your Google Business Profile.
This is what makes your salon appear on Google Maps and in local listings. It shows your hours, services, reviews and photos all in one place.
Set it up at google.com/business and make sure it includes:
- Your correct name, address and contact info
- Your opening hours and service list
- Photos of your space, staff and treatments.
RELATED: How to set up and update your Google Business Profile.
Make sure your website covers the essentials.
If someone lands on your site, they want a few quick answers:
- What do you offer?
- How much does it cost?
- Where are you?
- How do they book?
Make sure your website is mobile-friendly and loads quickly, as many people search on their phones right before booking.
Keywords that match local search for your services.
Make sure your service names and treatments are written clearly on your website, in your Google Business Profile description, and even in photo captions or customer reviews where possible.
Need help choosing the right keywords? These tools can help:
- Google Keyword Planner – Free with a Google Ads account
- Ubersuggest – Good for beginners with a free version
- Ahrefs or SEMrush – Paid tools with deeper insights
- Google Search Console – Shows what terms people are already finding your site with.
We’ll dive deeper into how to use keywords for local SEO in the next section.
How to set up local SEO for your salon.
Before you start adding keywords to your website or signing up to every business directory, take a step back and figure out where you want to be found. Local SEO works best when it aligns with your actual service areas, not just your street address.
This is one of the most important steps for salons, especially those located in busy cities or with clients coming from multiple suburbs.
Define your service areas.
Start by listing the suburbs or neighbourhoods your clients already come from and the ones you want to target more. Don’t limit yourself to just your salon’s postcode.
Think about:
- The suburb you’re based in
- Nearby suburbs within a reasonable travel distance
- Areas where you’ve noticed demand or want to grow.
Once you’ve got your shortlist, add these suburbs to your Google Business Profile under your service area settings. This tells Google that your salon is relevant to people searching in those locations, even if it’s a few suburbs over.
Target those service areas in the right places.
Once you’ve locked in your key areas, work them into your content naturally:
- Website headings and service descriptions
- Your Google Business Profile description
- Meta titles, image alt text, and captions
- Social media posts or offer banners.
Own your local footprint.
Start with the suburbs that bring in business and show up consistently in searches for those suburbs. That’s how you build authority and keep the bookings flowing.
Why reviews matter for your salon’s visibility.
Client reviews do two things at once: they build trust and improve your local search visibility. Google pays attention to how many reviews you get, what they say and how often they’re posted.
If you want to rank higher and get more bookings, getting regular, high-quality reviews should be part of your marketing plan.
How reviews help your salon get found.
Here’s how reviews improve your visibility:
- They signal trust and activity. A steady flow of reviews tells Google your business is real, active and popular.
- They can include keywords without you lifting a finger. If a customer writes ‘best brow wax in Bondi’ or ‘love my balayage results’, the language reinforces what your salon offers and where you’re located.
- They show up in search highlights. Google often pulls exact phrases from reviews into its listings, especially when they match what someone is searching for.
How to encourage better reviews (without being pushy).
A simple way to improve visibility is by encouraging clients to include what they had done. This helps build relevance for specific services and suburbs.
Try saying something like: ‘If you’re happy with your visit, feel free to leave a review and mention what service you had. It helps other clients find us.’
You can ask in person, include a QR code at reception or send a follow-up message after an appointment.
Make sure you respond.
Replying to reviews (even short ones) shows you care. It also adds fresh activity to your listing, which helps with SEO. Keep it personal, thank the reviewer by name and, where it fits, reflect keywords naturally.
For example: ‘Thanks so much for the kind words, Lesley! We’re so glad you loved your keratin treatment and we’ll see you back in the salon soon.’
Your response doesn’t have to be a novel. A short, friendly message goes a long way.
Use a tool to manage reviews in one place.
Most salons collect reviews across Google, Facebook, and other platforms – and it can get messy fast. If you don’t have time to keep up, platforms like Thryv can help.
With Thryv, you can:
- Request reviews automatically after appointments
- Manage Google and Facebook reviews in one place
- Respond quickly with built-in tools or suggested replies
- Monitor how reviews are impacting your visibility.
RELATED: [Review management] How to use online reviews for lead generation and SEO.
Promote your most valuable offers online, not just in-salon.
The best promotions aren’t always one-off discounts. The ones that really work are designed to keep people coming back.
Examples:
- Returning client rewards – Visit five times and get your sixth service free, or offer 10% off every third visit
- Big-ticket service promos – Small discounts on high-cost treatments like keratin, balayage or full colour
- New client offers – Useful for filling gaps, but less effective long term than loyalty-based deals.
Make sure people see it.
If a promotion only lives on a poster inside your salon, it’s not working hard enough.
Put your offers:
- On your website (e.g. a homepage banner or service blurb)
- On your Google Business Profile
- In your Instagram stories or pinned posts
- In follow-up texts or email reminders.
The goal isn’t to discount everything. The goal is to stay visible, show value and bring people back for more.
Use social content that highlights the services people are searching.
Quick videos, before-and-after photos or treatment tips can support SEO by showing off specific services people are likely to Google. These posts can also appear in search results, especially when they use clear keywords or local hashtags.
Bonus tip: Include your treatment name and suburb naturally in captions or image filenames. For example: ‘summer-blonde-paddington.jpg’ or ‘Keratin treatment in Bondi – results that last’.
Match promotions to search intent.
Think about what people are typing into Google and how you can reflect that in your promo language.
Common examples:
- ‘cheap haircut near me’
- ‘bridal makeup package’
- ‘student discount nails’
Focus on terms with clear intent and local relevance. There’s no need to force keywords into every post; however, using search-based language in your website offers, blog headlines and image captions can help more people find your business online.
How to use content to help clients find you online.
The right content builds visibility and trust. Start with pages that answer real questions and reflect what people are already searching for.
Turn each core service into a dedicated page.
Every major service you offer should have its own focused page on your website, rather than just a mention on your homepage or booking system.
Examples:
- yoursite.com/hair-colour
- yoursite.com/keratin-treatment
- yoursite.com/brow-lamination
These service pages are your pillar pages. They act as the main content hubs for both search engines and clients who are looking for that specific treatment.
Each one should include:
- A short intro that clearly explains the service
- What results clients can expect and who it’s for
- Details about the process, duration and pricing
- Mentions of your suburb or city (for local SEO)
- Photos, FAQs and a clear booking option.
Create supporting content that links back to your service pages.
To build more authority and help your site show up for related searches, create smaller pieces of content that support your main services. This could be a blog post, a Q&A page or even a carousel on social media.
Examples of supporting content for a hair colour service page:
- What to expect during your first hair-colouring appointment
- Common hair colour myths
- How to maintain your colour
- Do you really need toner?
These supporting pieces should link back to your main service page. A simple line like this works well: ‘Learn more about our services and pricing on our [hair colour page].’
This kind of structure shows search engines that you offer more than just a list of treatments. It helps you rank for extra queries like questions, how-tos and concerns related to each service.
Use your visuals as SEO content too.
Photos, reels and transformation clips are great for building trust. They can also support your SEO if you use them properly.
Tips for making visuals SEO-friendly:
- Use descriptive filenames like copper-glossy-newtown.jpg
- Add short captions that include the service and your location
- Include alt text when uploading to your website.
Google uses this information to understand the content of your visuals, which can help with image search and overall relevance.
Write content that’s genuinely helpful, not just for Google.
It’s easy to get caught up in writing for search engines but the most important rule is this: create content that you’d actually want to read. Think about what your clients would Google before booking or what they ask during appointments and use that as your guide.
If you’re adding pages just to squeeze in keywords but the content doesn’t match what you offer or what your audience needs, it won’t work. Google can pick up on that and so can your clients.
So yes, optimise your content, but make sure it reflects what you actually do, speaks to your audience, and provides real value to the people you want to attract.
RELATED: Content ideas for every industry.
Make it easy for clients to book with you.
You can have great SEO, a beautiful Instagram feed and glowing reviews, however, if booking isn’t easy, clients might give up before they lock in an appointment.
A clear, simple booking process is just as important as visibility. It helps turn clicks into actual clients.
Your booking link should be everywhere.
Clients shouldn’t have to search for how to book with you. Make sure your booking link is:
- On your website homepage and service pages
- In your Instagram and Facebook bios
- On your Google Business Profile
- Included in every email or SMS reminder.
The fewer steps someone has to take to book, the more likely they are to follow through.
Avoid making people call or message to book.
Some people prefer to call, but most will book online if the option is available. If they have to DM you or wait for a reply, there’s a good chance they’ll move on to a salon with instant booking.
If you’re not using a booking platform yet, look into options that allow people to choose a time, see availability and confirm their appointment right away. It doesn’t have to be expensive. The key is removing any barriers.
Keep your booking form short and mobile-friendly.
Most salon clients book on their phones. Your booking page should:
- Load quickly
- Be easy to navigate on mobile
- Only ask for what you need (name, service, time, contact info).
If the process feels slow or confusing, people might give up before they finish.
Make cancellations and rescheduling easy too.
If a client needs to change their appointment, the process should be just as simple as booking. A frustrating reschedule process can be enough to lose someone.
Bonus tip: follow up with clients who cancel but don’t re-book. A quick reminder with a direct booking link can bring them back in.
Show prospective clients your work.
Clients want to see what you can do. That means sharing before-and-after photos, colour results, quick transformations or real treatment setups. It builds familiarity and makes people more likely to book.
Post ideas:
- Before-and-after carousels
- Reels of a service in progress
- Side-by-side comparisons of colour results or lash styles
- Short videos showing your team, your space or your process
- Captions that explain the service or highlight a great result.
If you can show real outcomes in a way that feels relaxed and confident, clients are more likely to save the post, send it to a friend or message you directly.
Use location tags and keywords in captions.
People use Instagram and TikTok like search engines. Adding clear locations and treatment names helps your content get found by locals who are ready to book.
Simple ways to do this:
- Set your location on every post
- Include your service and location in the caption, like ‘hair colour refresh in Paddington’
- Keep the wording natural and easy to scan.
You can also use a few local hashtags like #PaddingtonHair or #SydneyLashLift along with broader ones like #HairTransformation or #BrowGoals
This helps your posts show up in location-based searches and when people are browsing similar content.
Turn client questions into quick content.
You already know what people ask you most:
- How long will it last?
- Can I get this if I’ve coloured my hair recently?
- Will this work on short lashes?
Turn answers into short Reels, carousels or even a pinned post. This shows you know your stuff and builds trust with new followers who haven’t booked yet.
Boost your top posts to reach more people nearby.
If you’ve shared something that’s already performing well, like a popular transformation or a seasonal offer, consider boosting it.
Both Instagram and Facebook let you target by:
- Location (suburb, city or postcode)
- Age, gender and interests
- People who have interacted with your content before.
Even $20 behind a strong post can help it reach hundreds of local clients who are likely to book. For this reason, ensure your profile has a clear booking link.
Keep your branding clear and consistent.
Make sure your voice, visuals, and message are consistent across platforms. A clean feed, friendly captions and an easy-to-find booking link are more valuable than anything else.
RELATED: Social media marketing trends in 2025.
Use email and SMS to bring clients back.
Marketing isn’t just about new clients. A quick message to someone who’s already visited can be one of the easiest ways to fill your calendar.
Send re-booking reminders.
Simple messages work best. For example: ‘It’s been 6 weeks since your last visit. Ready for a refresh? Tap here to book.’
You can automate this with a platform like Thryv or set a reminder to follow up every few weeks.
Promote seasonal offers.
Got a promotion or quiet period? A quick message can bring back past clients.
Example: ‘Hi Sarah, we’ve got a keratin treatment special running this month. Book now to lock it in.’
Keep it short and helpful.
Make it personal, add a single call to action and always include the booking link. Once a month is usually enough to stay top of mind without overdoing it.
RELATED: The small business guide to email marketing on a budget.
Track what’s working (and what isn’t).
SEO, social media, reviews and content all take time, but how do you know what’s actually bringing in clients?
Tracking your performance doesn’t need to be complicated. Just knowing how people found you and what’s getting attention can help you make better decisions over time.
Ask your clients how they found you.
It sounds simple, but it works. When a new client books in, ask: ‘By the way, how did you find us?’
Was it Google? Instagram? A friend? Keep a quick note in your booking system. If you notice a pattern – people mentioning a service page or a social post – that’s your cue to do more of what works.
Check your website traffic.
Connect your site to Google Search Console. It’s free and shows you:
- What people typed into Google before visiting your site
- Which pages are getting the most clicks
- Whether people are finding your site through location-based searches.
You can also use Google Analytics to track visits, time on site and what pages people look at. You don’t have to check it daily – a quick monthly look can show what’s helping you grow.
Look at your social media insights.
Instagram and Facebook both give you post-level insights. Check which posts:
- Get the most views, saves, shares or comments
- Lead to more profile visits or website clicks
- Use captions or hashtags that help your content reach more people.
Knowing what kind of posts your audience responds to can help you decide what to post next or what to boost.
Use built-in tools if you already have them.
If you’re using a platform like Thryv, you may already have access to reporting tools that can make tracking easier. These can show things like:
- Where bookings are coming from
- Which services clients book most often
- How well follow-ups or review requests are working.
All you need is a few regular check-ins to help you understand what’s working and where to put your energy.
RELATED: Understanding small business data analytics: Key insights every business owner should track.
Tools and takeaways to grow your salon online.
If you’ve made it this far, you already know more about SEO and salon marketing than most business owners. You don’t have to do it all at once. The best strategy is to get your foundations in place, stay consistent and use tools that save you time.
Here’s a quick checklist to help you prioritise what to do next, plus tools to make it easier.
What to focus on first.
✔ Set up or update your Google Business Profile
✔ Define your service area and target suburbs
✔ Create one solid service page per core treatment
✔ Ask for client reviews regularly
✔ Post your offers and treatments on your website and socials
✔ Use location tags, keywords and hashtags in your captions
✔ Boost your top-performing posts when you have a special offer
✔ Link your content together, especially from blogs or FAQs to service pages.
Tools to help along the way.
Google Business Profile.
Manage your maps listing, hours, services, and reviews.
Google Keyword Planner.
Find out what people are searching for in your area.
Canva.
Design visuals for your feed, stories and promos without needing a designer.
Meta Business Suite.
Schedule and boost your posts on Instagram and Facebook.
Thryv.
Manage reviews, listings and bookings in one place.
Google Search Console.
Track what people are searching when they find your site.
SEO doesn’t need to be complicated. If your content is clear, your details are up to date and you show up where your clients are looking, your visibility will improve. The most successful salons are not just the ones with great services – they’re the ones that make it easy to find them, build trust and turn views into bookings.
