GBP / Local Search

Scaling Local Visibility Across Two Bay Area Salon Locations

Industry:Beauty & Personal Care

Location:California (San Jose & Walnut Creek)

What We Did

Starting in early 2024, we launched a local search campaign across both salon locations designed to grow each location's independent visibility in its market. The strategy included:

Fully optimizing and actively managing separate Google Business Profiles for each location with location-specific content, categories, and attributes
Building a local citation network to strengthen each location's authority in its respective city
Creating geo-targeted content to capture service-specific searches in both the San Jose and Walnut Creek markets
Implementing a review generation and response strategy across both profiles to build trust signals and improve local ranking factors

Why It Worked

Multi-location salons often struggle with local search because their locations end up competing against each other — or worse, one profile cannibalizes the other. By treating each location as its own local entity with distinct content, separate citation profiles, and tailored GBP strategies, we ensured both locations ranked independently in their respective markets. The result was compounding growth: as each profile strengthened, the brand's overall regional footprint expanded dramatically.

Tangible Results Generated

Combined Results Across Both Locations (April–December, YoY)

+84.3% increase in total Google Business Profile impressions (92,536 → 170,533)
+51.6% increase in website clicks from GBP (9,740 → 14,770)
+37.1% increase in phone calls (4,123 → 5,652)
+39.0% increase in direction requests (4,743 → 6,591)
+45.2% increase in total profile interactions (18,606 → 27,013)

San Jose Location Highlights (April–December, YoY)

+71.3% increase in GBP impressions (62,604 → 107,252)
+49.1% increase in website clicks (5,705 → 8,507)
+36.1% increase in phone calls (2,500 → 3,402)
+42.6% increase in total interactions (11,542 → 16,463)

Walnut Creek Location Highlights (April–December, YoY)

+111.4% increase in GBP impressions (29,932 → 63,281)
+55.2% increase in website clicks (4,035 → 6,263)
+38.6% increase in phone calls (1,623 → 2,250)
+49.3% increase in total interactions (7,064 → 10,550)

This campaign proved that with the right local strategy, multi-location businesses don't have to choose which location to prioritize — both can grow simultaneously when each is treated as its own market opportunity.