Healthcare SEO Case Study
Lash and Beauty Practice.
Australia.
An Australian lash and beauty practice grew domain trust from 29 to 55, improved click-through rates significantly, and reached 84% of target keywords in Top 10 through a quality-focused SEO approach.
Who this is for
Beauty, aesthetics, and lash practices trying to dominate local search and attract high-quality bookings
★★★★★
"The results have been solid and the team is responsive. Domain trust has nearly doubled, our keywords are performing well, and they have been strategic rather than just throwing things at the wall. Quality over quantity is the right approach."
D.B., Owner, Lash and Beauty Practice, Australia
Key results
29→55
Domain trust score
Nearly doubled
84%
Keywords in Top 10
Of all targeted terms
12
Avg keyword position
Traffic forecast: 1,065
10%
Organic user growth
Improved engagement
Quality beat quantity
Reducing backlinks from 136 to 67 while growing domain trust from 29 to 55 proves that what matters is the quality of links, not the count.
84% of keywords in Top 10
For a local beauty practice, having 84% of target keywords ranking in the top 10 means consistent visibility for every service they offer.
Better traffic, better bookings
The 10% organic user growth came alongside improved click-through rates, indicating the right people are finding the right pages.
Where they started
Does this sound
like your practice?
The situation before
Domain trust score of just 29 made it difficult to compete against established local beauty businesses.
Backlink profile was bloated with 136 low-quality links that were hurting more than helping.
Key terms like 'eyelash extension' and 'eyebrow lamination' had dropped in rankings.
Traffic was coming in but conversion quality was inconsistent, indicating relevance issues.
Before and after
The numbers.
Side by side.
Before Webomaze
Domain trust score29
Backlinks136 low quality
Avg keyword positionHigher
Organic usersBaseline
Key term rankingsDropping
After the programme
Domain trust score55+89%
Backlinks67 high qualityQuality over quantity
Avg keyword position12Improving
Organic users+10%Better engagement
Keywords in Top 1084%Of target terms
Organic traffic growth
12 month period
ClicksIncreasing
ImpressionsGrowing
Note: february algorithm update caused a temporary dip. Recovered faster than competitors. Consistent strategy, not short-term fixes, is what drives compound growth.
How we did it
What happened,
step by step.
Months 1 to 3
Keyword audit and backlink cleanup
83 initial keywords reviewed. Revenue-priority terms selected. Low-quality backlinks removed. Domain trust began improving.
Cleaning up before building is not glamorous but it is essential. Starting with 136 poor backlinks was actively holding rankings down.
Months 4 to 6
Content and local SEO
Beauty-relevant local backlinks acquired. Content published for target service terms. GMB strategy updated.
Months 7 to 12
Rankings consolidation
84% of target keywords in Top 10. Domain trust reached 55. Average position improved to 12. Traffic forecast reached 1,065.
A February Google algorithm update temporarily impacted clicks but the focus on quality meant recovery was faster than competitors.
The work
What moved
the needle.
01
Keyword prioritisation
83 initial keywords reviewed and reduced to 16 to 17 high-revenue priority terms. Quality over volume.
02
Backlink quality audit
Backlinks reduced from 136 to 67 by removing low-quality links. Domain trust nearly doubled as a result.
03
Local beauty link building
Local and beauty-relevant backlinks prioritised to improve both local traffic quality and natural link profile.
04
Content for service terms
Blog and service page content optimised for eyelash extension, eyebrow lamination, and lash lift terms that had dropped.
05
GMB strategy
Google My Business posts managed and optimised to support local search visibility and drive booking-intent traffic.
06
Algorithm resilience
Quality-focused strategy meant February Google update impact was smaller than competitors and recovery was faster.
Is your practice in a similar position?
Great services.
Not enough bookings from search.
Book a free audit. We will show you which search terms should be filling your appointment book and exactly how to own them.