Salon Marketing Case Study – SEO, Website & Google Business Profile Success
Case Study:
Mova Salons, Staines & Virginia Water
What The Client Wanted
If you're a salon owner looking for a website that generates more bookings, better Google rankings and increased client retention, this case study explains exactly how Salon Guru helped Mova Hairdressing achieve outstanding long-term results through SEO, Google Business Profile optimisation, website improvements, newsletters, blogs and Meta advertising.
Building a successful salon brand doesn't happen overnight. It takes a well-designed website, exceptional search engine optimisation, consistent marketing and a strategy that evolves as the business grows.
Over several years, Salon Guru has worked closely with the Mova team to continually refine their online presence, improve Google rankings and attract new clients through a combination of website development, SEO and digital marketing.
As the business expanded and evolved, they needed an ongoing marketing partner who understood the hairdressing industry and could help keep them ahead of both local competitors and changing online trends.
Their goals included maintaining a stylish, up-to-date website, achieving excellent Google rankings for their key services, promoting their environmentally conscious values, attracting more new clients and keeping existing clients engaged through regular marketing campaigns.
As a premium Davines salon with a strong commitment to sustainability, Mova also wanted greater visibility for searches relating to organic haircare, environmentally friendly products and sustainable salon services.
Key Results
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The number of website visitors remains around 30,000 year after year
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60% of people find Mova's website through internet searches
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Around 65,000 web page are viewed every year
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Mova Salons have 123 key hair and salon phrases at number 1 on Google searches
At A Glance Results
A snapshot of Mova Salons' SEO growth after implementing our strategy.
| Before | After |
|---|---|
| Limited Google visibility | 123 Number 1 rankings |
| Few pages ranking on Google | 152 Top 3 rankings |
| Lower website traffic | 30,000 website visitors annually |
| Website not easily found | 60% of visitors find the website through internet searches |
What We Did
Salon Guru has supported Mova Hairdressing with a comprehensive range of digital marketing services over several years.
Alongside designing and refreshing the salon's website to keep it modern, fast and easy to use, we've continually developed their SEO strategy to improve visibility across hundreds of valuable search terms.
Our work has included creating and refining service pages, writing blogs, producing regular newsletters, optimising and managing their Google Business Profiles, running Meta advertising campaigns and continually reviewing website performance to identify new opportunities for growth.
A significant part of our SEO strategy focused on strengthening Mova's reputation as one of the area's leading sustainable salons. We created and optimised content around Davines products, organic haircare, eco-conscious salon services, sustainability initiatives and net-zero commitments, helping the salon become highly visible for these increasingly popular search topics.
By continually evolving the website and marketing strategy, we've ensured Mova remains competitive in Google while strengthening its premium brand throughout Surrey.
Outstanding SEO & Website Performance
The long-term investment in SEO has delivered exceptional results. By March 2025, Mova Hairdressing had achieved 123 Google number one rankings AND 152 search phrases ranking in Google's top 3.
Many of the salon's highest-performing rankings now include valuable searches relating to Davines, organic haircare, sustainable salons, eco-friendly hairdressing and net-zero beauty, reinforcing Mova's position as a leading environmentally conscious salon group.
Website traffic has also remained consistently at around 30,000 annual visitors over the years. Rather than relying on short-term spikes in traffic, Mova continues to attract thousands of potential clients every year through Google, demonstrating the long-term effectiveness of a well-maintained website supported by continuous SEO and digital marketing.
Matomo Analytics Results 2022
Salon Guru Works In Partnership With Salons
One of the biggest advantages of working with Salon Guru is that our relationship doesn't end when a website goes live.
For Mova Hairdressing, we've continued to develop new ideas, refine SEO, refresh the website, manage Google Business Profiles, create engaging newsletters, publish blogs and deliver targeted Meta advertising campaigns that support the salon's ongoing growth.
The result is a digital marketing strategy that continues to generate visibility, attract new clients and strengthen Mova's reputation as one of Surrey's leading sustainable hair salon brands.
At Salon Guru, we're proud to build long-term partnerships that evolve alongside our clients' businesses - helping them stay ahead of changing search trends, showcase what makes them unique and continue growing year after year.
All 3 are Salon Guru clients
Optimise Your Google Business Profile
Optimise your Google Business Profile to rank higher, generate more enquiries, and turn searches into bookings.
Improve Your Social Media Presence
If you don't have the time to post consistently and build your social media presence, our social media experts are here to help.
Get Seen By AI Searches
If your salon or clinic isn’t showing up in AI-powered results, your competitors could already be poaching your clients - new and existing.
Advertise With Meta & Google Ads
Bring more new clients into your salon or promote your newest services with a low-cost targeted Meta or Google Ad Campaign.
Increase Clients & Bookings With Showcase!
Showcase Hair transforms your website into a high-performance new client engine using our clever AI-powered 'receptionist'.
Looking for similar results? Get a FREE Salon Website Audit
Whether you own a boutique salon, a busy town-centre salon or a multi-site group, Salon Guru has helped hundreds of salons improve their Google rankings, increase website visitors and attract more new clients through proven digital marketing strategies.
Email [email protected] for a free salon website audit.
Mova Salons' Case Study FAQs
How has Salon Guru helped Mova Salons grow over the years?
«Salon Guru has worked with Mova Hairdressing as a long-term digital marketing partner, providing a complete range of services including website design, SEO, Google Business Profile optimisation, blog writing, newsletters, Meta advertising and ongoing marketing support. This consistent approach has helped Mova attract more website visitors, improve Google rankings and generate a steady stream of new clients while supporting the salon's continued business growth.
What SEO results has Mova achieved with Salon Guru?
«Through continuous SEO improvements, Mova Hairdressing has built a strong online presence with a large number of hair and salon-related search terms ranking at the top of Google. This means potential clients searching for services in Staines-upon-Thames and Virginia Water are much more likely to discover Mova before its competitors, leading to increased website traffic and enquiries.
Why has Mova stayed with Salon Guru for so many years?
«Mova values having a specialist marketing team that understands the hair industry and continually adapts its marketing strategy as search engines and consumer behaviour evolve. Rather than relying on one-off projects, Salon Guru provides ongoing advice, regular improvements and proactive marketing ideas that help the business continue to grow year after year.
What marketing services does Salon Guru provide for Mova Hairdressing?
«Salon Guru manages many aspects of Mova's online marketing, including website development, search engine optimisation, Google Business Profile management, blog content, email newsletters, Meta advertising campaigns and ongoing website updates. Having all these services working together creates a joined-up marketing strategy that continually attracts new clients while engaging existing ones. We have even been know to write awards entries for this long-standing client.
How does Salon Guru help Mova appear in AI and Google searches?
«Salon Guru uses advanced SEO techniques and structured website content to help Mova rank highly in both traditional Google searches and emerging AI-powered search results. This includes optimising service pages, creating informative content, improving website structure and ensuring search engines clearly understand Mova's expertise and locations.
What makes this partnership so successful?
«The success comes from treating digital marketing as an ongoing investment rather than a one-off website project. By continually improving SEO, monitoring performance, publishing fresh content, optimising Google Business Profiles and running targeted marketing campaigns, Salon Guru has helped Mova strengthen its online visibility, attract more clients and build long-term business success.
In most cases, Salon Guru clients are also given a dedicated Client Manager who works closely with the client to ensure their needs are met. Mova's Client Manager fully understands what they were trying to achieve and is always on hand to guide, steer and advise the Mova team.