SEO promotion of a permanent make-up studio in Bucharest

Main SEO promotion work done on the website of permanent makeup studio

Since our agency had already worked with the client on the website of the Kyiv studio, we knew both the target audience and the specifics of the business. Therefore, we focused on the differences between the competitive environment and potential clients of the cities. On the basis of the identified differences, we made the content adaptation for the new market and took them into account in building a strategy of site promotion.

Special features of Google TOP search in the field of permanent makeup

In Bucharest there are only a few sites in the sector of permanent makeup that can be called really strong in terms of SEO. These sites are characterized by a competent structure and quality implementation of the pages. However, the other competitors, as a rule, just fill their pages with massive text, or promote only lendings, focusing on one block of queries - "permanent makeup in Bucharest". Some of them do not even have separate pages of services, but emphasize promotion in social networks, such as Facebook.

Therefore, a definite advantage over most of the competitors will have a site with a quality structure, which has pages for all commercial inquiries in the field.

Unlike the Ukrainian market, Bucharest does not have such portals as Barb.ua, where professionals can post information about their services. Such portals occupy leading positions in the TOP for beauty services. In Romania, this function is partially performed by local OLX. There are also some mapping and directory sites where you can place information about your business. Although they are not in the Google top 10, they can provide natural links to the project.

Target Audience

The target audience of this project is women who are interested in permanent make-up services in a certain city. Exchanging information about good professionals while communicating with friends and acquaintances is popular in the beauty industry. However, there are also those who prefer to search for services through search engines or social networks. Therefore, even a new brand in the market has a good chance of attracting customers. In addition, the project has benefited from the large number of emigrants from Ukraine who need useful content in Russian. In addition, they do not yet have enough social connections in the new place to ask for recommendations from acquaintances. Therefore, they use the Internet, including search engines and social networks, to find suitable professionals.

In the niche of beauty services, it is very important to have a page with high quality pictures on the website to attract visitors (for example "before" and "after"), to present the level of the salon and its professionals, and to remove doubts about the final result. This was not a problem for our website, as the owners, while still in Ukraine, had a good portfolio of work, which was simply duplicated for the Romanian market on our website and new Instagram pages.

In the beauty industry in Bucharest, there are no requests related to specific areas of the city, so creating such pages on our website did not make sense. Probably, in order to reach an experienced master, the target audience is willing to travel quite a long way. However, it is worth noting that for other industries in Bucharest, such as legal services, such pages are highly relevant, as people are looking for lawyers nearby.

Semantics analysis and structure development

Since the studio deals exclusively with permanent makeup, during the pre-SEO phase, all the variants of the keywords related to the services offered were analyzed in the Romanian language. Our goal was to create the most complete semantic core of conversion keywords, taking into account the specifics of the services offered by our client.

Based on the results of collecting and analyzing the relevant semantics, we proposed the following website structure during the design phase:

This structure is optimal for the client's site and includes all the key points of his business. At further stages of the project development, we collected semantics only for blog articles.

We used the existing page design of the client's Kyiv studio site as a basis for content development. It was useful, because on the Ukrainian site we had already implemented the structure of landing pages, which included a certain arrangement of content, images, conversion elements, testimonials, price list and FAQ block.

Since the competitors' texts on the Romanian pages were much smaller in volume compared to similar texts on the Ukrainian market, we decided not to add additional content blocks to the pages. In fact, in the Romanian version of the site, some content blocks were not used at all, unless it was necessary or relevant.

Preparation of initial content

The site owners do not speak Romanian, and they worked with a Russian-speaking copywriter who was familiar with the subject and had previously worked with their Kyiv studio. That's why the decision was made to create the initial content in Russian, taking into account the semantic requirements for Romanian, and then translate it into Romanian.

We made a conscious decision not to translate the content of the Kyiv studio site into Romanian, as the pages of the new site were designed with the specifics of the local market and competitive environment in mind. As a result, we built the content specifically for the Romanian audience to ensure maximum efficiency and customer engagement.

All Google top 10 competitor sites were analyzed based on the semantic core collected for each page of our site. Technical specifications for the content were created based on this analysis and the site design. These technical tasks for the copywriter described each content block on the page and its content, as well as suggested heading with the necessary keywords in Romanian. The final text specifications were as follows

Next, the copywriter wrote the text, inserting Romanian keyword analogues and highlighting them in color. This allowed the translator to determine which words should be used as keys in the translation.

Link building and other promotion strategies

Based on the analysis of competitors and the Google top, it was decided to develop the project in several directions:

1. Google My Business registration.
2. Business registration in popular company directories and mapping services.
3. Linking the Kyiv studio to the Romanian site.
4. Posting guest expert articles to get quality links.

Google My Business

The beauty theme is purely local, as mentioned above, so there are always Google My Business pages in the top 10 that can attract customers and even rank above the top 1 of organic search results:

Registering with Google My Business was one of the important steps at the start of the project.

After registration, the first step was to optimize the page and fill it with as much useful content as possible. To increase visibility, attract an audience and rank the page above search results, the studio owners asked their clients to leave reviews on the salon's Google My Business page.

Registration in popular directories and mapping services

By analyzing the competitors' links, we found about 20 directories with SEO traffic that appeared in the top 100 Google search results for some keywords related to the customer's website.

Once all the content was ready and the Romanian website was launched, we started submitting the company to these directories. This allowed us to get the first links to the project. The information about the project was filled in as much as possible, but in all cases only free placement was used.

In addition, a page of the studio was created on the Pinterest platform. Here, photos of the work were posted with links to the studio's website.

Linking the Kiev-based studio to the Romanian site

Since the Kyiv studio continued to provide services, it was decided to accelerate the promotion of the Romanian site by putting a link to it on the Kyiv site. This decision has been implemented as follows:

Since the sites are used to promote the studio in different countries, they do not overlap in the search results of one country, which makes this idea safe. Thus, the Kyiv studio site shared part of its link authority with its "little brother" and helped the client to save the link budget.

Guest posts for link building purposes

After completing all the regional link acquisition activities described above, we began writing and posting guest articles in local media, blogs, and other beauty related platforms.

When selecting sites for our posts, we focused on high and growing search traffic. The guest articles were optimized for low-frequency keywords and then translated from Russian into Romanian before being sent to the selected sites. We had a limited link building budget, so we only got 1-2 articles per month, but the main criterion was the quality of the site, not its cost.

Results of the promotion of the permanent make-up studio

Since the launch of the studio's website, we have been receiving inquiries from clients coming from search engines. Within 10 months, all of our target keywords were in the top 10 search results, and the volume of targeted traffic increased to 200 people per day. Even though the clients were also attracting customers through contextual and targeted advertising, the audience that was coming from search allowed us to reduce the cost of a lead by about 20 percent.