Franklin Skin Studio
Challenge
Solution
Our solution includes local optimization efforts to boost Franklin Skin Studio’s visibility in local searches, alongside the creation of a dynamic blog page featuring engaging posts tailored to skincare, aimed at driving increased traffic and establishing authority within the industry.
The Audit
The comprehensive SEO audit conducted for Franklin Skin Studios revealed several areas requiring attention and improvement.
- Missing Breadcrumbs
- 5 Orphaned Pages
- Missing Consumer Facing Sitemap
- Missing Blog Page
- Non-optimized Meta Titles
- Missing & Short Meta Descriptions
- 8 Broken Backlinks
- 30 Internal 404s
- 30 Missing Image Alt Texts & Image Issues
- 3 Header Tag Issues
- Unlinked GSC & GA4
- No Conversion Tracking
- Content & Page Optimization Recommendations
The Implemenation
Adding the Breadcrumb Trail
To effectively communicate the site’s structure and facilitate navigation for both search engines and visitors, a breadcrumb trail has been strategically integrated below the main menu on the Franklin Skin Studio website. This breadcrumb trail provides a clear path for users to trace their steps and easily navigate through various page levels, enhancing the overall user experience and optimizing search engine crawlability.
Creating the Blog Page
The newly created blog serves as a powerful tool for driving increased traffic to the site. Through the creation of valuable and relevant content, Franklin Skin Studio not only attracts potential customers searching for skincare tips, trends, and advice but also encourages repeat visits from existing clientele seeking fresh insights.
In addition, the blog helps establish Franklin Skin Studio as an authority in the skincare industry. By sharing their expertise, insights, and opinions on various skincare-related topics, Franklin Skin Studio can earn the trust of its audience.
Creating Additional Service Pages & Areas
As part of the content strategy for Franklin Skin Studio, four new core pages were created along with a blog. These pages cover two new locations and two new services. These pages are important for providing comprehensive information to potential customers and expanding the reach of Franklin Skin Studio’s services.
Tracking & Conversions
I successfully implemented conversion tracking for the Franklin Skin Studio campaign by utilizing Google Tag Manager (GTM) and Google Analytics 4 (GA4). To monitor key metrics, I established a tracking system that primarily focused on form submissions, phone clicks, and location clicks. By integrating GA4, I was able to provide a comprehensive view of user behavior. This combined approach ensures that Franklin Skin Studio has a robust and flexible system for tracking and optimizing the success of their campaign.
Resolving the Rest of the Audit Issues
- Orphaned Pages – conducted internal link-building, seamlessly connecting orphaned pages to existing service pages and blogs.
- Missing Consumer Facing Sitemap – created an HTML version of the sitemap to enhance user experience on Franklin Skin Studio’s website, allowing users to navigate through the site more efficiently.
- Subpar Meta Titles – improved the clarity and relevance of meta titles across the website, ensuring they accurately convey the intent and content of each page.
- Meta Description Issues – revised and created compelling meta descriptions, designed to entice users to click on the page and explore Franklin Skin Studio’s offerings.
- Missing Image Alt Texts & Large Images – optimized images on Franklin Skin Studio’s website by compressing them and serving them in WebP format. Additionally, I created appropriate alternative text for images to enhance accessibility for all users.
- Broken Backlinks & Internal 404 – Successfully redirected all 404 backlinks, and replaced internal 404 with relevant pages, resulting in a seamless user experience, preserving link equity, and reducing bounce rate.
- Header Tag Issues – resolved multiple and duplicate H1 tags, improving the overall content structure of the pages & posts.
The results
A 20x Increase in organic traffic
We observed a two-step increase in average organic traffic from 26 in November to 607 in March, resulting in a 2200% increase from the baseline.
Almost 4x in ranking keywords
BeforeAfter
From November to March, our overall ranking keywords increased by 379%. The top 10 keywords increased from 8 to 48, a 500% increase.
Overall Results
Overall Ranking Keywords