How to Rank a Brand-New Beauty Website: 90-Day SEO Plan

Starting a beauty business is hard enough. But launching a website and wondering why it’s buried on page five of Google? That’s a whole different headache. Most new salon owners or mobile beauticians assume that traffic will start flowing once a site is live. That’s rarely the case.

As someone who’s spent over 20 years helping businesses rank, I’ve seen this pattern repeat itself: a beautifully designed website with no traffic, booking pages that sit idle, and service pages no one reads. The culprit? SEO is either missing, done wrong, or done too late.

The first 90 days after launching your website are the most critical. This is your window to signal to Google that your business is real, relevant, and worthy of showing up for local beauty searches. You don’t need a big budget or a technical background to do this. What you need is a simple, clear plan rooted in experience.

In this guide, I’ll walk you through a 90-day SEO plan tailored specifically for beauty businesses. Whether you're a brow technician in Bondi or launching a medispa in Melbourne, this strategy works. It’s the same framework I’ve used to help small businesses grow their visibility from zero to fully booked.

Let’s get into it — and get your beauty business found.

Phase 1: Foundation (Days 1–30)

The first 30 days are all about building a foundation. You want your website to be visible to search engines and set up in a way that supports local SEO from the start. This isn’t the time to get fancy. Focus on the basics, but do them exceptionally well.

✅ Set Up the Essentials

The two most important tools to activate on day one are:

● Google Business Profile (GBP)

Claim your listing, add your services, business hours, address, phone, and real photos. Don’t leave the Q&A section blank. Add common questions your clients ask.

● Google Search Console + GA4

Search Console helps you monitor indexing, impressions, and rankings. GA4 gives you user behavior data. They’re non-negotiable if you care about SEO.

Make sure your site is mobile-friendly. Test it on your phone and fix any layout issues. Beauty customers often search on the go, and Google rewards sites that perform well on mobile.

✅ Build a Beauty-Focused Keyword Strategy

This is where most beauty business owners get stuck. They either don’t use keywords at all, or they overstuff the wrong ones. The key is balancing relevance with search demand.

Start by listing your core services (e.g., lash extensions, skin needling, brow shaping). Then pair each with your suburb or city name. For example:

Core Service Location Target Keyword

Lash Extensions Surry Hills lash extensions Surry Hills

Brow Lamination Parramatta brow lamination Parramatta

Skin Needling Bondi Junction skin needling Bondi Junction

If you sell beauty products online, your keyword research needs to go a step further. I’ve broken down the process for finding SEO keywords for beauty products in a dedicated guide. It includes real-world examples and a structured keyword framework that’s ideal for ecommerce skincare and cosmetics brands.

You can also use free tools like Google Autocomplete, “People Also Ask,” and Ubersuggest. Just don’t rely solely on tools — use your own judgment to spot what’s commercially valuable.

✅ Structure Your Site for Search (and Clients)

Each service should have its own dedicated page. Don’t dump everything on one Services page. Google ranks individual pages — not websites as a whole.

Here’s a simple, scalable structure:

● Home

● About

● Service Pages (one per treatment)

● Contact

● Booking

● Blog or FAQ (optional, but helps with long-tail searches)

If you operate in multiple suburbs or offer mobile services, location pages should be part of your long-term strategy. But don’t create 10 empty suburb pages upfront. Focus on one or two with real content.

✅ Nail the Basics of On-Page SEO

Each service page should have:

● A clear H1 heading that mentions the service and location.

● A compelling meta title and description that encourages clicks.

● 300–500 words of content written in plain English — not fluff or sales copy.

● Internal links to other service pages, your booking page, and the homepage.

Write naturally, but include the main keyword early on. Don’t force it. Google’s smarter than that.

✅ Submit for Indexing

After your service pages and core content are live:

1. Add your site to Google Search Console.

2. Submit your sitemap.

3. Request indexing of key pages (especially your homepage and top services).

You’ll usually get indexed within a few days. If not, it’s often a sign of crawl issues or low-quality content.

Phase 2: Authority Building (Days 31–60)

With the basics in place, the next 30 days should focus on earning trust — from both Google and potential clients. That means building topical authority, increasing your brand presence, and showing you're a legitimate business in your niche and location.

Most salon owners skip this step and go straight to social media promotions or running ads. But without SEO authority, your rankings stall — or never take off at all.

✅ Start with Local Signals

If you want to rank locally, Google needs to see local relevance. Here’s how to build it:

Create Location-Specific Content

If you offer treatments in a specific area, talk about that area in your content. Mention nearby landmarks, local events, or customer testimonials from that suburb. For example:

“Our brow lamination clients in Paddington love how natural and long-lasting the results are — perfect for busy days around Oxford Street.”

Get Listed on Niche Directories

Submit your salon to beauty-focused and local directories. Make sure your Name, Address, and Phone number (NAP) are identical everywhere.

You don’t need 100 citations — just high-quality, consistent ones.

✅ Create Helpful, Targeted Blog Content

This is where you start earning topical authority. Write blog posts that answer real client questions. The goal isn't volume — it's relevance.

Some proven formats:

● “How long does [treatment] last?”

● “What to expect before and after [treatment]?”

● “Best [treatment] for [skin/hair type]”

● “Is [treatment] safe during pregnancy?”

Here’s a tip: Talk to your front-desk staff or read online reviews from competing salons. What questions do people keep asking? Turn those into content.

If you also sell beauty products — skincare, haircare, makeup — your blog strategy can double as a content marketing funnel. Use blog posts to introduce common beauty concerns and link to your products.

✅ Start Earning Backlinks — the Right Way

Let’s be honest: most small businesses aren’t going to do outreach or PR. But that doesn’t mean you can’t earn links.

Here are a few ways:

● Partner with a local makeup artist or lash technician. Write a joint blog or cross-promote each other’s services.

● Sponsor a local event or donate vouchers. Many event pages list sponsors with links.

● Ask suppliers or beauty brands you use if they have a “Where to Book” or “Trusted Salons” page.

You don’t need dozens of links — just a few quality, contextual ones. One link from a relevant site is worth more than 50 spammy ones.

✅ Introduce Your Brand (and Why You’re Different)

Your site’s About page matters more than you think. It’s not just for clients — Google also uses it to understand who’s behind the business. This is where you build trust.

Talk about your credentials, experience, values, and what makes your approach different. This helps with EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness), which plays a bigger role in ranking than ever before.

Phase 3: Momentum & Growth (Days 61–90)

Once your site has been properly set up and your authority signals are in place, it's time to push for visibility. This phase is where your consistency starts to pay off. You’re no longer just visible — you’re starting to rank and attract organic traffic that actually converts.

✅ Track What's Working (and What’s Not)

Before scaling your SEO efforts, take stock of the data.

● Check Search Console for impressions and clicks. Are your service pages starting to appear in search?

● Monitor page rankings weekly using tools like Ubersuggest, SERPRobot, or LowFruits. Don’t obsess over daily fluctuations — look for upward trends.

● Look at GA4 engagement metrics. Are users spending time on your key pages? Are they bouncing quickly?

Focus on the 80/20. Which pages or keywords are showing early traction? Double down on those.

✅ Optimize and Expand Top-Performing Content

Let’s say your “lash lift Sydney” page is starting to rank. Add FAQs, testimonials, or before/after photos. Strengthen internal links pointing to it. These micro-optimizations can push you from position 8 to position 3.

At the same time, expand your site structure with new service variations or blog topics:

● Add a new page for “Hybrid Lash Extensions”

● Write a comparison post: “Brow Lamination vs. Microblading: Which Is Better?”

● Create seasonal content: “Top Skin Treatments Before Summer in Sydney”

This keeps your site fresh and gives Google more opportunities to rank you.

✅ Strengthen Internal Linking

One of the most underrated growth levers is internal linking. Use keyword-rich, natural anchor text when linking between your service pages, blog posts, and booking page.

For example, if your blog post talks about safe facials during pregnancy, link to your prenatal facial service page using contextual anchor text like:

“Our pregnancy-safe facial treatments are tailored to be gentle yet effective.”

It improves crawlability and helps distribute link equity across your site.

✅ Encourage Reviews — the Right Way

Client reviews are an SEO and conversion goldmine. They strengthen your Google Business Profile, improve trust, and influence click-through rates.

● Send follow-up texts or emails after a client visit. Include a direct link to your GBP review form.

● Respond to every review — even the short ones. Google notices engagement.

● Mention services in your responses to reinforce relevance:

“Thanks, Sarah! So glad you loved your brow lamination — it really suited your face shape!”

Be careful not to incentivize reviews in exchange for discounts — that goes against Google’s terms.

✅ Stay Consistent and Avoid Common Pitfalls

By Day 90, you’ll start to see movement — but that doesn’t mean the work is done. Here’s where many beauty business owners fall into traps:

● They stop updating content once it ranks.

● They ignore blog strategy and focus only on Instagram.

● They hire cheap link builders and tank their site with spammy backlinks.

Avoid the noise. SEO is a long game. If you’ve followed the 90-day plan, you now have a strong foundation, growing topical authority, and a steady rise in visibility.

This is the point where ongoing content, strategic internal linking, and selective link earning can help you scale even further.

SEO Success in the Beauty Industry Isn’t Luck — It’s Strategy

Ranking a brand-new beauty website in Google doesn’t require a six-figure budget or a massive team. It requires clarity, consistency, and a practical roadmap. That’s exactly what this 90-day plan gives you.

You’ve seen how to build the right foundation, earn topical authority, and use content and links to grow your visibility. But success in SEO isn’t just about ticking boxes. It’s about understanding what really moves the needle — and doing it better than your competitors.

Most beauty business owners don’t fail because of bad SEO — they fail because they apply generic strategies in a highly specific niche.

That’s why I built KeywordProbe. It’s a results-driven SEO service designed for small businesses and agencies that are tired of fluff and want measurable outcomes.

Don’t just wait for clients to find you — position your site to be found.

Your next booking could start with a search.