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CitiHair Extensions is a leading specialist salon based in Port Melbourne, Victoria, renowned for offering an extensive and high-quality range of human hair extension services throughout Melbourne. The salon has earned a solid reputation as Melbourne’s go-to boutique for hair transformations—whether clients seek volume, length, color, or texture enhancements.
They offer hair extensions, African braiding and dreadlocks, fashion and medical wigs, and more. At the heart of their offerings are superior European luxury hand-tied Remi wefts crafted from 100% Remi human hair, with cuticles aligned for smoothness and longevity.
The client was looking to expand brand awareness and reach by attracting more local enquiries.
CitiHair Extensions approached us with the goal of strengthening their local presence in Melbourne’s competitive hair and beauty market. While the salon had an established reputation for quality services, their online visibility was not fully aligned with their business growth ambitions.
The key challenges were:
In short, the challenge was to build stronger local brand awareness, attract the right audience in Melbourne, and convert that visibility into measurable business growth.
To tackle these challenges, we developed a comprehensive local SEO strategy designed to boost visibility, attract the right audience, and convert visitors into enquiries and bookings. Our approach focused on both technical and content-driven improvements, ensuring the brand could stand out in Melbourne’s competitive hair and beauty space.
Key elements of the strategy included:
Our analysis revealed that the website’s high bounce rate stemmed from two key issues: the content and user experience were not well aligned with local search intent, and a significant portion of traffic was coming from regions outside CitiHair’s service area.
To resolve this, we carried out a series of upgrades designed to improve both performance and relevance. The site was refreshed with a modern layout consistent with CitiHair’s branding and tone, new communication options were introduced to make enquiries easier, and the overall user experience was refined to better engage local visitors. These enhancements positioned CitiHair Extensions as a trusted local authority in their niche while creating a stronger pathway from website visit to customer enquiry.
After comprehensive competitor research, we started on keyword selection. We examined the data on hundreds of potential keywords and finalised a list of 20 locally focused keywords with potential buying signals, keeping in mind industry trends and target audience.
Our initial audit of CitiHair’s website highlighted several areas that required improvement to support both SEO performance and user experience. Based on these findings, we implemented a comprehensive on-page optimisation strategy. This included refining the site structure, improving mobile responsiveness, optimising content, meta tags, and schema, and enhancing inter-page linking to strengthen SEO signals.
We also focused on technical performance by increasing page speed, fixing errors identified in Google Search Console, and using dynamic heat maps to analyse visitor behaviour. These insights allowed us to make targeted front-end adjustments that improved user engagement and significantly increased the site’s conversion potential.
To strengthen CitiHair’s visibility in local search results, we carried out a full optimisation of their Google Business Profile. Key actions included:
These improvements helped ensure that CitiHair Extensions appeared more prominently in local searches and presented a complete, trustworthy profile to potential clients.
To boost the search visibility of our chosen keywords, we carried out a comprehensive on-page optimisation process. Targeted service pages were refined with engaging, locally focused content designed to resonate with CitiHair’s key audience and capture Melbourne-based search intent.
Beyond content improvements, we addressed a range of technical factors that directly impact Google rankings. This included optimising meta titles and descriptions, implementing schema mark-ups, improving image optimisation, strengthening inter-page linking, and fixing broken links. Together, these enhancements ensured the website was both user-friendly and search engine–friendly, laying a strong foundation for sustainable growth in local rankings.
We began with a full audit of CitiHair’s backlink profile, identifying and disavowing low-quality or spammy links that could negatively impact search performance. From there, we developed a targeted off-page optimisation plan focused on building authority and trust.
This plan combined content marketing initiatives with a strategic backlink acquisition approach, securing high-quality links from relevant sources and strengthening the website’s presence through directory submissions and local listings. (See the URLs section for examples of backlinks and submissions implemented.)
Over the 12-month campaign, CitiHair Extensions experienced significant improvements in both traffic quality and lead generation.
These results highlight how targeted local SEO strategies not only drove more traffic but also dramatically increased enquiries and client engagement, translating into measurable business growth for CitiHair Extensions.
A core focus of the campaign was to boost inbound enquiries through both phone calls and contact form submissions. The results exceeded expectations across every metric:
These improvements demonstrate how aligning SEO, UX, and local optimisation directly translated into stronger lead generation and measurable business growth for CitiHair Extensions.
Over the 12-month campaign, CitiHair Extensions experienced substantial growth across local website traffic, SEO performance, and search visibility within the Melbourne market. These improvements translated into significant increases in tangible customer interactions, including enquiry form submissions and incoming phone calls. The campaign successfully strengthened CitiHair’s position as a leading local service provider in their niche.
In addition, we implemented a targeted backlink strategy to enhance the website’s authority and trustworthiness. All acquired backlinks were carefully selected to align with the client’s target audience, with a focus on residential and commercial sectors, while prioritising metrics such as domain authority, trust, and citation flow.
These combined efforts not only increased visibility and engagement but also contributed directly to measurable business growth and long-term online presence for CitiHair Extensions.
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PROJECT OVERVIEW CitiHair Extensions is a leading specialist salon based in Port Melbourne, Victoria, renowned for offering an extensive
