Want to know a powerful way to attract more salon clients that most of your competitors aren’t using? What I’m about to suggest might surprise you – because it involves showcasing other salons in your area.
I know what you’re thinking: “Why would I promote my competition?” However, and I mean this:
Don’t think in a zero-sum game. Don’t think in a scarcity mindset. There’s enough clients for everybody.
This approach isn’t just about being nice – it’s about smart marketing that gets results. Let’s talk about local SEO for salons and how promoting the competition can actually bring you in more clients than ever.
Play the short…
…and watch the full episode 47 of Marketing 100 with salon business experts John Hallberg and Kayle Yanez as they break down this local SEO strategy, with a special shoutout to industry expert Stephanie Mitchell for inspiring this approach.
Continue reading below for our step-by-step guide on creating a local salon guide that helps both your business and your community.
👉 Download our free Local Salon Guide Template to get started immediately.
Local Salon SEO Basics
Did you know that 46% of all Google searches have local intent? According to Backlinko, nearly half of all searches are from people looking for local businesses and services. When potential clients search for salon services, they’re looking specifically in their area.
And these aren’t just casual browsers – according to recent data, 78% of local searches on mobile result in an offline purchase, and 88% of consumers who search for a local business on their smartphone visit or call a store within 24 hours (Seoprofy).
Local SEO is going to be increasingly important because AI will never really be able to nail local flavor or local search information the way that locals who are creating content about a specific area can.
Build Your Local Salon Guide
The strategy involves creating a blog post or landing page highlighting the top 3 salons in your area that specialize in your niche.
Think specific: “Top 3 Curly Hair Salons in [Your City],” “Best Brazilian Blowout Salons in [Your Neighborhood],” or “Top Asian Hair Specialists in [Area].” Are you minority-owned? Do your stylists speak multiple languages? These unique details can help define your niche.
Although promoting competitors may seem counterintuitive, this approach isn’t about competition. Instead, it’s about:
- Capturing valuable search traffic from people looking for services in your specialty
- Establishing your salon as a trusted local authority
- Building credibility with potential clients by sharing honest, helpful information
- Ensuring your business appears in local searches where your ideal clients are searching
👉 Need help getting started? Download our free Local Salon Guide Template with everything you need to create your guide today.
How to Make This Work for Your Salon
1. Choose Your Niche Carefully
Identify what makes your salon stand out. Do you specialize in curly hair? Asian hair textures? Are you known for balayage or extensions? Focus on the services that highlight your strengths and reflect how you want to be recognized.
Potential specialties to feature include:
- Language services (e.g., stylists fluent in Spanish or other languages)
- Expertise in specific hair types (curly hair, Asian hair, textured hair)
- Advanced techniques (e.g., braiding, balayage, extensions)
- Business focus (e.g., minority-owned, eco-friendly practices)
You’re not just listing services – you’re connecting with specific communities and addressing their unique needs.
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2. Target Your Local Salon Market
Don’t try to rank for “[Service] in [State]” – that’s too broad. Instead, focus on your immediate service area. Someone searching for a salon is usually willing to drive 15-30 minutes maximum. Target your content accordingly.
3. Create Authentic Salon Content
This is crucial – only create this type of content if you genuinely believe your salon belongs at the top of the list. Your content should provide real value to readers and honestly represent the local options available.
Write and Optimize Your Salon Guide
Creating an engaging and effective salon guide requires balancing structure and authenticity. Here’s how to write a guide that works:
Essential Details to Include
Start with your salon at the top of the guide, and be genuine about why you deserve that spot. Your content should be helpful and trustworthy, not overly promotional. For each salon (including yours), include the following:
- Location and hours (with an embedded Google Map)
- Booking methods and pricing range
- Specialties and unique services
- Languages spoken by staff
- Photos: High-quality before-and-after shots are especially powerful (with permission).
Highlight each salon’s unique strengths. For example: “Known for their expertise in Asian hair textures” or “Offers late-night appointments.”
Writing Style Tips
To make your guide more engaging and authentic:
- Write in a friendly, conversational tone, as though you’re speaking directly to a potential client.
- Share specific details and examples of standout services for each salon.
- Avoid generic phrases; your descriptions should reflect real expertise and unique features.
- Keep the content updated regularly, adding new photos and revising details as needed.
By combining structure and authentic storytelling, your salon guide can become a valuable resource for local clients while establishing your business as a trusted authority.
If you’re doing your job right here, people will want to come see you over the competition. It doesn’t hurt to promote other businesses for who they are and what they do, especially if there’s a net benefit to the community.
Consider creating separate guides if you offer multiple specialties. Just like with your salon service pages, make sure to include clear, detailed information about each business. A dedicated guide for curly hair services will be more valuable to those clients than a general salon roundup.
Local SEO Benefits for Salons
Local SEO is your secret weapon for attracting clients in a crowded market. With 2.8 to 3.5 hair salons per 10,000 people in suburban and urban areas (IBISWorld, 2024), standing out is vital.
Local SEO is easier to rank for than broader terms… the more you niche down to a degree, the easier it is for you to have your page rank.
That’s why this strategy works so well: it’s much easier to rank for “[your service] in [your city]” than to compete for broader terms. When someone searches for “curly hair salon near me,” they’re ready to book – that’s the kind of targeted traffic you want.
Plus, Google likes comprehensive local content. By creating a genuine guide about salons in your area, you’re giving Google exactly what it wants to show searchers.
This content gets indexed not just on Google search, but might also appear in AI summaries at the top of search results or in ChatGPT responses. You want to be the source that AI points to, not the other way around.
This helps you build authority in your specific niche and stand out from competitors who are only focused on promoting themselves. Combined with effective salon social media marketing, this strategy can significantly boost your local visibility.
Salon SEO Tips and Tools
Basic, free tools can launch your SEO strategy effectively. While tools like SEMrush exist for keyword research, begin with Google’s free autocomplete suggestions.
Type “hair salon” plus your city name and watch what appears – these are actual searches people make in your area. The richer these suggestions are, the more search volume exists. Even better, if Google suggests searches but you can’t find good content answering those queries, you’ve found a perfect opportunity.
This is a long-term strategy. It may take a few months for Google to fully recognize and rank your content, but once it does, you’ll have created a valuable asset that continues driving potential clients to your business.
Using Free Tools Effectively
Use these no-cost SEO tools to begin:
- Google Autocomplete: Type “hair salon [your city]” and see what suggestions appear. These are actual searches people are making.
- “Near me” variations: Try “[your specialty] salon near me” to see what comes up in your area.
- Google Maps: Search for your competitors and note how they’re described and what services they highlight.
Find Your Local Search Terms
Google’s search bar reveals valuable insights into potential client needs. Common local search patterns include:
- “[service] salon in [neighborhood name]”
- “best [specialty] salon near me”
- “[language] speaking hair salon”
- “[specific service] salon downtown”
The more specific your targeting, the better chance you have of reaching clients ready to book. Watch what Google suggests as you type – these are actual searches people make in your area.
Start Your Salon Guide
Follow these straightforward steps:
- Choose your salon’s standout service or specialty
- Research local competitors in that niche
- Write your guide, positioning your salon authentically
- Get it published on your website
Keep your content fresh with regular updates. Add new photos, update service information, and consider rotating in different salons as your area’s beauty scene evolves.
Launch your content promptly to begin seeing results. Begin with a basic version and optimize based on market response.
Build Your Salon Community
By acknowledging other quality businesses while showcasing your unique strengths, you establish yourself as a confident industry leader. This approach also aligns perfectly with our word-of-mouth marketing strategies for salons.
🚀 Ready to Dominate Your Local Market?
Take these three simple steps to get started:
- Download Your Free Template: Get our comprehensive Local Salon Guide Template, complete with pre-written sections, SEO optimization tips, and real examples from successful salons.
- Customize Your Guide: Follow our step-by-step instructions to create your unique local salon guide in under 2 hours. Our template makes it easy to highlight your expertise while building community trust.
- Start Attracting More Clients: Publish your guide and watch your local SEO rankings climb. Most salon owners see results within 90 days of implementing this strategy.
⬇️ Download Your Free Local Salon Guide Template Now
P.S. For even more proven salon marketing tips, don’t forget to check out the rest of our Marketing 100 series.
