SEO for Salons and Spas: The Ultimate Guide 2025

When you search “salon near me” on Google, what happens?

If you’re anywhere near your salon, it should appear at the top. But does it?

And when Google’s AI displays its curated list of top local salons, is your business featured?

In 2025, the way clients discover salons is changing. While your salon should absolutely appear in results when someone searches nearby, many businesses are still missing out on this crucial visibility for a number of reasons that are (mostly) easily correctable.

Don’t worry – by the end of this guide, we’ll ensure your salon not only shows up in traditional search results but also stands out in AI-powered recommendations.

I don’t need to explain why being visible in search results is important today. We all know that’s a core aspect of how people find salons and 69% of people will click on one of the top 3 search results (Source).

If you’re hiding on page two, you don’t exist today. Before you look for any other salon marketing ideas, the most important thing you can do today is ensure that your salon appears in searches.

In this article, I’ll show you the exact strategies for making your salon stand out at the top of the search results page. The focus will be on your visibility on Google (although you’ll also get some tips for other search engines, like Bing and Apple Maps).

If you haven’t seen it yet, make sure you watch our video breaking down how your website factors into your SEO and social media strategy.

You Need a Salon Website

If you don’t already have one, you need to get one. There have long been discussions regarding whether salons really need a website or if it’s enough to just have a Facebook page or other social presence.

So let me put the rumor to bed.

You absolutely need a website to build good visibility in search engines like Google, Yelp, ChatGPT, and other AI tools in 2025 and beyond.

The good news is that creating a website today is easy and cheap. If you have the money, you can hire an agency to create a website with a unique design optimized for search visibility.

However, given the great and low-cost website builders available for salons today, you can easily create one yourself. You want to ensure it is search engine friendly and allows you to take the actions I’ll share today, so read through this list, take some notes, and make sure your top pick checks all the boxes.

To make things easy for you, I’ve also created a list of the best website builders for salons. All the website builders I recommend are optimized for search engines and make a great fit.

Another essential consideration is how well the website builder integrates with your salon booking software. The online booking experience offered by your salon software will play an important role in ensuring that the people who now find your website also choose to book.

I use Mangomint salon software, which integrates seamlessly with pretty much any website builder. Online booking and gift card sales simply integrate seamlessly on top of your website, and you can customize the full experience to match your brand.

Let me explain how Google chooses which websites to display at the top of the search results page.

Just a Little Bit of Theory – What Makes Your Salon Website Show Up At The Top of Google Search Results?

Before we go into the details of how Google selects what to show at the top, there is one very important thing that I want to make sure you take from this article. Google’s customers are people who search, and for Google to serve their customers well, they need to show the best possible result to their questions on the internet.

“Google’s mission is to organize the world’s information and make it universally accessible and useful.”

You should always have this principle in mind when you set out to make your salon website rank on Google.

You offer a service people seek. So, it may well be that you simply need to ensure that Google is aware that you offer that service, and your search position will improve. I’ll show you how to do that later in this article.

How to Get Your Salon to Show at the Top of Google Search Results:

1. Get your salon registered with all the details with the biggest search engines (Google, Yelp, Apple, etc)
2. Publish relevant content on your website that includes the salon keyword phrases that people use when looking for a salon like yours (services, location info, stylist profiles, pricing, etc)
3. Get other relevant and trusted websites to link to your website
4. Ensure details about your salon are cited consistently and correctly on any listing websites
5. Check that your website is fast, mobile-friendly, and secure

I’ll show you how you can practically execute the above activities to boost your search engine performance and grow your business. A 6th way to reach the top of search engines is to buy your position using Google Ads or Bing Ads. However, I’ll only cover the strategies to grow your presence organically in this article.

New for 2025: Optimizing for AI Search

While traditional SEO remains important, Google’s AI Overview feature now provides instant answers to searchers. Here’s how to optimize for it:

• Include clear, direct answers to common salon questions on your website
• Structure your content in a Q&A format when possible
• Provide specific details about your services that AI can easily understand
• Build authority through verified expertise and real examples

In 2025, Google’s AI doesn’t just find information – it summarizes it directly in the search results. When someone searches for “balayage cost” or “best hair salon downtown,” they often see an AI-generated overview before any website links. This means your salon needs to be crystal clear about what you offer.

Think about the questions your clients ask most often. What services do you provide? How much do they cost? What makes your salon unique? Make sure these answers are clearly stated on your website. For example, instead of just listing “Color Services,” specify “Full head highlights starting at $150, including toner and style.”

Structure your content to match how people ask questions. Create sections on your website that directly answer common queries like “How long does a Brazilian blowout last?” or “What should I expect during my first visit?” Google’s AI loves clear, direct information it can easily understand and share.

Most importantly, back up your expertise with real examples. Share before and after photos of your work. Include client success stories. List your stylists’ certifications and specialties. When Google’s AI looks for authoritative sources about salon services in your area, you want your website to stand out as the expert voice.

While this might seem like extra work, it’s worth the effort. When your content is structured for AI understanding, you’re more likely to appear in these instant answers, putting your salon front and center when potential clients are searching.

1. Getting Your Salon Registered With Google Business Profile

If you haven’t done so already, it’s time to listen 🙂

According to Moz, a Google Business Profile accounts for 19% of Google ranking performance for local businesses like Salons. This is massive. 

Google allows you to register many details about your salon, including your location. This means that when a user searches for “salon near me” (a very popular search), Google can determine if your salon is close to the person and will provide details. If you’re missing out on this, Google will show the salons in your area that have figured this out.

I’m sure you agree with me that you want your salon to appear here. A Google Business Profile is free. You can learn more about it and get started here. 

What About Other Search Engines?

Google is the most commonly used search engine, and I would encourage you to focus your efforts there initially. This is also where I’ll focus this article. Other search engines work in similar ways as Google, so actions I’ll encourage throughout the rest of this article will also help your performance on the other. However, the only area where I would still like to spend some time is on other search engines equivalents to Google My Business, as those are unique to those platforms.

Get Your Salon on Apple Maps

It’s in fact quite likely that you’re reading this article on an iPhone right now. At least statistically. This is the most popular mobile device today and 33% of map searches happen using Apple Maps today. Many people are searching for salons using the built-in Apple maps app.

Like Google My Business, it’s free and easy to register your salon on Apple Maps here.

Bonus Tip: Watch our video below on how to get more clients with Apple Maps.

Voice Search Optimization – New for 2025

With more clients using Siri, Google Assistant, and Alexa to find salons, optimizing for voice search is important:

• Include conversational keywords (e.g., “where can I get highlights near downtown?”)
• Create FAQ pages that answer common voice queries
• Ensure your business listings include landmarks (“across from Central Park”)
• Use natural language in your content

Get Your Salon on Bing

Bing is the second largest search engine after Google and has about 7% of searches today. Similar to Google Business Profile, they offer something called Bing Places. I know it’s only a fraction of the searches coming from Google, but given it’s also free and easy to set up, I’d recommend you take 30 minutes of your schedule to add your salon to Bing as well. 

You can access Bing Places here. 

Your Salon is Now Registered on the Biggest Search Engines

Congratulations. You’ve just taken a massive leap forward to improve your salon’s performance on search. Just registering for Google My Business, Apple Maps, and Bing alone is not enough to ensure you’ll appear at the top. 

Grab a new cup of coffee, it’s time to dig into the strategies that’ll make your salon rocket on Google. 

2. Create Relevant Content for Your Website and Your Salon Keywords

I promise.

Google will always do its best to match your salon with people who are looking for salons in your area. Their mission is to help people find what they’re looking for.

The problem is that Google will not find your salon unless you provide enough information about it. At the same time, you’re most likely not the only salon in your town or city, so you want your salon to perform better than the others, right?

To achieve this, you must first be clear on what searches people are making on Google and for which you would like your salon to appear. Only then will you be able to optimize the content on your salon’s website to match those searches.

What people enter into the search bar is referred to as keywords or keyword phrases. It’s the same thing. It’s essentially a sequence of words that together make a search query. An example of this could be “best hair salon in London”.

When you’ve identified the search phrases, you’ll add them to strategic places on your website so that Google understands it should match your salon with those words. 

Let me show you how.

Finding the Right Salon Keywords for Your Salon

You’ll now identify the keyword that best represents your salon. I’ll take you through the exercise when you’re done. You should have 4-6 foundational keyword phrases for your salon and 8-12 long-tail keywords. Let me explain what I mean by that.

Your Salon’s Foundational Keywords

These are your main keywords. The ones that most completely describe your business. This could be “wedding hair stylist in Denver” or “best pedicure in London.”

Try to be specific.

If you go for broad keywords like “hair salon”, you’ll face a lot of competition and reduce your chances to be shown at the top of the search results page. However, if you go for more specific keywords like “Vegan hair salon in Birmingham” or “best waxing in Manhattan,” you have a much higher chance of getting to the top when people search for those phrases.

As you get more specific with your keywords, you’ll also get better visitors to your salon’s website. By “better” I mean people who are more likely to turn into clients for you. If someone is looking for something like nose waxing in manhattan and you offer exactly that, it is very likely they’ll book with you.

On the other hand, if someone searches for something as broad as “Hairdresser,” they may just be looking for what it takes to become a hairdresser or, in reality, be looking for a very specific service that you don’t offer. 

Do you see the difference?

Your Salon’s Long Tail Keywords

In addition to the 4-6 foundational keywords, you’ll include 8-12 so-called long-tail keywords. Long-tail keywords are even more specific. They’re typically not included on many other websites, so when people search for them, you can almost be certain that your salon’s website will be visible at the top of Google.

These would be keywords that include specific types of services that you offer in the salon. For example, “best nose waxing service in Manhattan.”

Alright, let’s get to it. Make sure you have somewhere to write down your keywords as we go through the three steps to identify your salon’s keywords.

Find Your Salon Type Keywords

You want to start by finding words that people would use to identify your type of salon and services. Try to brainstorm all the variations you can think about. Try to land on 5-15 words. To get you started, let’s look at some examples of words that could describe a specific type of salon or its core service below. 

Find Your Keyword Modifiers 

Now that you have noted down the words that can describe your type of salon, you should look at additional words to better describe you. These are words to describe the quality of your service (e.g., best), a specific type of service (nose waxing), a specific occasion (e.g., wedding), or other words that would describe what makes you unique (e.g., “vegan”).

• Best
• Cheapest
• Fastest
• Vegan
• Organic
• Bridal
• Wedding
• Editorial

Find Your Geographic Keywords

These are the words that would describe your location. Also, here, people may use variations or different words to describe your location. Let’s say you have a salon based on Oxford Street in London. What words could be used to describe your location?

• London
• Oxford street
• Bond Street tube station (which is on Oxford Street) 
• Mayfair (area on Oxford Street)
• Marylebone (another area Oxford Street crosses)
• West End London
• England
• United Kingdom

Adding Your Salon Keywords Together And Test What Works

You should now have a wealth of words that together can build up your 4-6 foundational keyword phrases and your long-tail keywords. For example, the above can give you “best wedding hairstylist London” or “vegan hair salon Toronto”. Try to do a few combinations that would best describe your salon.

Next, open up Google and search for your keyword phrase. Google will now suggest similar keyword phrases (see the example below). This tells you two things:

1) If you can see your keyword phrase in the suggestions, you know that this is a popular search. Otherwise, Google would never recommend it. You can then be reassured that people will actually be searching for this.

If you do not see your keyword, chances are that you are being too specific and that very few (if any) people will actually be searching for it.

2) You’ll get new ideas here on how you should formulate your keyword as you know, have visibility on similar searches that people are doing.

Below is also another example of what people are searching for when looking for a wedding hair stylist in London.

Play around with your new phrases in the Google search bar and note down your 4-6 foundational keywords as well as your 5-15 long-tail keywords. You’ll come back to those strategic keywords as you start to optimize your website for search engines.

Congratulations! You’ve now completed the toughest part of what I wanted to teach you today. Well done! For the rest of this article, we’ll look at how you can put your new keywords into action and improve your salon’s SEO so that you will soon attract a lot more new clients to your business!

Visual Search and Social Proof in 2025

Today’s clients expect to see your work before booking:

• Post high-quality before/after photos with detailed descriptions
• Share video content demonstrating your expertise
• Encourage detailed reviews that mention specific services
• Use proper image tags and descriptions for visual search

Bonus Tip: Watch our video below on how salon client reviews can make you the most sought-after stylist in town.

Get Your Salon Website SEO Ready with Your Salon Keywords

Do you have your list of salon keywords now?

To get your website to show up when people are searching for your keywords, you need to have the right content on your website, including your keywords. It’s good to have your foundational keywords in many places. However, you should avoid the unnatural stuffing of keywords in your text. Use them where it makes sense and make sure to have them in strategically important places. 

I have listed the places below where you want to check that you have your keywords included.

Your Salon Home Page

Here, you want to have your most important foundational keyword in big font size. I understand you may be tempted to have something more creative and interesting here, but at least combine it with your main keyword, e.g., “Best Wedding Hair Stylist in London”.

Page Titles

Each page has a title and is in the top web browser window bar. It’s also what people will see when your page appears on Google. Thus, you want to make sure the title is compelling and want people to click on it. At the same time, you should include your most important keyword for that specific page in the title.

In addition, you should try to keep your title no longer than 60 characters. If it gets longer than that, Google will cut it off, and you will only see part of it in the search result.

Having a compelling title for your page is important for your salon SEO, not only because it includes your keywords. Google also tracks how many people who see your link actually click on it. If many people click, Google understands that your web page is a good response to your search and will, over time, promote your web page higher in the search results.

Editing page titles require that you know HTML code or that you use a salon website builder that supports it. If you’re about to create a new website for your salon, you can check out my article on the best salon website builders where I show the ones I recommend that all include the feature.  

Page Meta Description

Like the title tag, your page’s meta description is also visible in the Google search results. This is the short text summary that is visible just below the header. Include your page’s keyword also here. As with the title, try to make the text here compelling so that people click your link. Meta description also requires a website builder to support editing this information.  

Headers

Google will treat what you put in your headers as if of higher importance. So make sure you have your keywords also in your page headers and subheaders.

Internal Link’s Anchor Text

As you build up your website, you’ll certainly have links pointing to your different pages. Either in your menu or on your pages. When you create your links, use the keywords that are relevant to the page you’re linking to within the link text.

Image Alt Description 

Images that you have on your website also help your Google ranking. To help Google understand what is shown on the image, you can write image descriptions that include your keywords in the alternative image description. This is called the image’s “alt text”. You also see the text when you hover your mouse over the image. 

Get Other Websites to Link to Your Salon

Your salon is now well underway to start showing up at the top of Google! You’ve now registered your website with the biggest search engines, you’ve identified what your salon’s keywords are, and you know how to start adding your keywords to your website. 

This is awesome, and you should soon start to see the results of your work.

But there is more you can do 🙂

Another important factor in building your website’s trust with Google is having other websites link to yours. If other websites link to you, Google interprets this as a sign of trust from the other site, which will make Google promote your salon higher in the search results.

Measuring Success in 2025

Beyond traditional metrics, track these new factors:

• Voice search visibility
• AI Overview appearances
• Visual search results
• Local community engagement
• Social proof metrics (reviews, photos, videos)
• Cross-platform presence

Ensure Your Details Are Cited Consistently on Other Websites

It’s not only links to your website that help improve Google’s trust in you. Your search performance will also be helped if your salon details are cited on other websites. That is your salon’s name, address, and phone number – also referred to as your NAP.

It’s important that your NAP is referenced consistently. That you are using the exact same address and phone number everywhere. In the same format.  

Ensure Your Website is Mobile Friendly, Fast, and Secure

Finally, there are a few technical things you can do to make sure your salon’s website show up better in Google Search result. Google wants to create the best possible experience for its customers. Its customers are people using their search.

Is Your Salon’s Website Mobile Friendly?

Today, the majority of people are using their mobile phones when browsing the web. So if Google sees that your website is mobile-friendly – meaning that it adapts to the smaller mobile screens to create a good user experience – Google will promote your salon’s website in the search result.

If you build your salon’s website using a good website builder, this will already be taken care of for you. If you are thinking about updating your website, you can read my article here on the best salon website builders, all of whom have mobile support built-in.

Does Your Salon’s Website Load Fast?

People are becoming less and less patient. If your website takes more than two seconds to load, people will start to drop off. In fact, according to a Google page load time study, already after 3 seconds of wait, 53% of visitors will drop off. Slow websites are not a good user experience so Google will promote websites that load fast over those that are slow.

You can check your website’s speed right now. There’s a free tool available called Pingdom where you can test your site speed. Pingdom also gives you some insight into what it is that is causing your website to be slow so that you can work on addressing it. The more common reasons are:

• Your website hosting: If the server where your website is located is slow or if it’s located far away from the user accessing the webpage, you’ll get a longer load time. When you use a good website builder for your salon you typically get good hosting with it. You can read my article here where I also recommend cost-effective quality hosting solutions for your salon website.
• Large images: This is typically what takes the longest to download. I know nice high-resolution images look great but try to find the right balance here so that you don’t compromise your site’s speed.

Is Your Salon Website Secure?

This used to be important only for websites that accept credit card payments. But these days Google favors all websites that are secure. What is meant by secure is that all communication between the user and the website is encrypted. 

It is free to secure your website at most website hosting providers, you just need to request a certificate to be installed.

Conclusion

Congratulations! You’ve now taken the most important steps toward making your salon’s website rank at the top of Google’s search results. I can reassure you that this was time well invested. Having your website shown at the top is one of the most important actions you can take to attract more new clients and grow your salon business in the long run. 

Let’s recap the actions you can take to improve your website on Google.

• Get your salon registered with all the details with the biggest search engines
• Have relevant content on your website that includes the salon keyword phrases that people use when looking for a salon like yours in your area
• Get other relevant and trusted websites to link to your website
• Ensure details about your salon are cited consistently and correctly on listing websites
• Check that your website is fast, mobile-friendly, and secure

Looking Ahead

While SEO continues to evolve, focusing on these fundamentals while adapting to new trends will help your salon stay visible and competitive. Remember to:

• Keep your Google Business Profile updated
• Optimize for both traditional and AI-powered search
• Build your visual presence
• Strengthen local connections
• Maintain consistent information across all platforms

Over to you now. What action will you take already today? Maybe start by registering for Google Business Profile?