Optimizing Microsites To Generate More Traffic amp Sales

LSM Case Study | Massage Envy | massageenvycom | Oct 2014 ndash Jan 2015

Massage EnvyTM

ChallengeIn November 2014 the Massage Envy Arizona Co-Op comprised of 32 clinics in the greater Phoenix area wanted to generate more appointments related to their customized spa services such as facials foot scrubs and aromatherapy Each clinic had their own one-page microsite which LSM had previously optimized to rank highly on local non-branded massage keywords (examples below) However we were challenged with getting the microsites to rank as highly on localized ldquospardquo and ldquofacialrdquo related keyword searches

Strategy OverviewLSM developed new content-rich landing pages for each clinicrsquos microsite in order to

- Improve the micrositersquos ability to rank highly in the map and local search results on ldquospardquo ldquofacialrdquo and certain types of ldquomassagerdquo related keywords (ie ldquosports massagerdquo ldquoprenatal massagerdquo ldquodeep tissue massagerdquo etc)

- Allow for the clinic owners to buy more cost-effective top-shelf ad space on Google for ldquospardquo ldquofacialrdquo and certain ldquomassagerdquo related user searches

- Provide current and prospective customers with valuable information about Massage Envyrsquos array of lesser-known health and wellness services

DevelopmentLSM proposed this strategy to the AZ co-op during an in-person client visit After earning their buy-in LSM outlined the new landing pages They contain

- A mobile-responsive website design

- A minimum of 400 words Note LSM ensured every new page contained content unique to each locationrsquos ldquohyper-localrdquo area (ie neighborhoods landmarks shopping centers)

- Optimized URL title tag and header tags

- Multiple corporate approved images that illustrate services

- Click-to-call and form fill options making it easy for visitors to convert

LSM sent the drafts of the landing pages to Massage Envy HQ After they were approved they were launched the first week of January 2015

Keyword Jan 28th Ranking Ranking Movement

Avondale AZ facial 1 4

deep tissue massage Avondale 1 3

spa in Goodyear AZ 1 3

spas in Surprise 1 4

swedish massage Surprise AZ 1 6

spa Glendale 3 14

deep tissue massage Glendale AZ 3 4

Gilbert AZ spa 2 2

facial Chandler AZ 2 2

spa Chandler AZ 3 9

spas in Peoria 6 18

Tempe AZ spa 3 7

prenatal massage Tempe AZ 3 2

spas in Mesa 4 7

sports massage Mesa 8 3

Microsite Rankings (Dec 2014 vs Jan 2015)

Because each microsite now possessed more unique keyword-friendly content related to their services and local areas they moved up the map and local search result rankings Examples include

Microsite Traffic (Oct 2014 vs Jan 2015)

Note LSM used October data rather than December in this comparison as Decemberrsquos numbers are inflated by the holiday season

The resulting effects to the Arizona co-oprsquos microsites were

49 46Increase in Organic Sessions

Increase inClick-To-Calls

Increase in New Users

Increase inAppointments

30 days after the Arizona co-oprsquos new spa service pages went live

64 53

Results

Google Search Network Ads (Oct 2014 vs Jan 2015)

Because these pages were highly relevant to the designated ldquospardquo ldquofacialrdquo and ldquomassagerdquo related keywords the quality score of their Google Search Network ads improved allowing LSM to position their Google Search Ads atop the Page 1 search results at a lower cost

37 18 $416Increase in Average Position

(19 to 12)Decrease in

Average Cost-Per-Click($225 vs $184)

Decrease in AverageCost-Per-Conversion

(Down 17)

Wersquore very pleased with LSMrsquos tenacity on this project They brought it to us and worked with corporateto get it approved The results are in line with the expectations that they communicated to us at the startOverall itrsquos been a satisfying experience and we recommend you let LSM look at your local search situation

- Jon Brovitz Multi-Unit Clinic Owner

Epilogue

The lsquoSpa Servicesrsquo page was so successful that LSM implemented it for the other 380+ Massage Envy locations that we work with which have seen similar levels of success Later LSM developed lsquoPromotionsrsquo and lsquoCareersrsquo pages for these microsites generating more sales and job applicants for each clinic

For more information about Local Search Masters visit localsearchmasterscom call us at 888-814-6657 or email us at bizdevlocalsearchmasterscom

ChallengeIn November 2014 the Massage Envy Arizona Co-Op comprised of 32 clinics in the greater Phoenix area wanted to generate more appointments related to their customized spa services such as facials foot scrubs and aromatherapy Each clinic had their own one-page microsite which LSM had previously optimized to rank highly on local non-branded massage keywords (examples below) However we were challenged with getting the microsites to rank as highly on localized ldquospardquo and ldquofacialrdquo related keyword searches

Strategy OverviewLSM developed new content-rich landing pages for each clinicrsquos microsite in order to

- Improve the micrositersquos ability to rank highly in the map and local search results on ldquospardquo ldquofacialrdquo and certain types of ldquomassagerdquo related keywords (ie ldquosports massagerdquo ldquoprenatal massagerdquo ldquodeep tissue massagerdquo etc)

- Allow for the clinic owners to buy more cost-effective top-shelf ad space on Google for ldquospardquo ldquofacialrdquo and certain ldquomassagerdquo related user searches

- Provide current and prospective customers with valuable information about Massage Envyrsquos array of lesser-known health and wellness services

DevelopmentLSM proposed this strategy to the AZ co-op during an in-person client visit After earning their buy-in LSM outlined the new landing pages They contain

- A mobile-responsive website design

- A minimum of 400 words Note LSM ensured every new page contained content unique to each locationrsquos ldquohyper-localrdquo area (ie neighborhoods landmarks shopping centers)

- Optimized URL title tag and header tags

- Multiple corporate approved images that illustrate services

- Click-to-call and form fill options making it easy for visitors to convert

LSM sent the drafts of the landing pages to Massage Envy HQ After they were approved they were launched the first week of January 2015

Keyword Jan 28th Ranking Ranking Movement

Avondale AZ facial 1 4

deep tissue massage Avondale 1 3

spa in Goodyear AZ 1 3

spas in Surprise 1 4

swedish massage Surprise AZ 1 6

spa Glendale 3 14

deep tissue massage Glendale AZ 3 4

Gilbert AZ spa 2 2

facial Chandler AZ 2 2

spa Chandler AZ 3 9

spas in Peoria 6 18

Tempe AZ spa 3 7

prenatal massage Tempe AZ 3 2

spas in Mesa 4 7

sports massage Mesa 8 3

Microsite Rankings (Dec 2014 vs Jan 2015)

Because each microsite now possessed more unique keyword-friendly content related to their services and local areas they moved up the map and local search result rankings Examples include

Microsite Traffic (Oct 2014 vs Jan 2015)

Note LSM used October data rather than December in this comparison as Decemberrsquos numbers are inflated by the holiday season

The resulting effects to the Arizona co-oprsquos microsites were

49 46Increase in Organic Sessions

Increase inClick-To-Calls

Increase in New Users

Increase inAppointments

30 days after the Arizona co-oprsquos new spa service pages went live

64 53

Results

Google Search Network Ads (Oct 2014 vs Jan 2015)

Because these pages were highly relevant to the designated ldquospardquo ldquofacialrdquo and ldquomassagerdquo related keywords the quality score of their Google Search Network ads improved allowing LSM to position their Google Search Ads atop the Page 1 search results at a lower cost

37 18 $416Increase in Average Position

(19 to 12)Decrease in

Average Cost-Per-Click($225 vs $184)

Decrease in AverageCost-Per-Conversion

(Down 17)

Wersquore very pleased with LSMrsquos tenacity on this project They brought it to us and worked with corporateto get it approved The results are in line with the expectations that they communicated to us at the startOverall itrsquos been a satisfying experience and we recommend you let LSM look at your local search situation

- Jon Brovitz Multi-Unit Clinic Owner

Epilogue

The lsquoSpa Servicesrsquo page was so successful that LSM implemented it for the other 380+ Massage Envy locations that we work with which have seen similar levels of success Later LSM developed lsquoPromotionsrsquo and lsquoCareersrsquo pages for these microsites generating more sales and job applicants for each clinic

For more information about Local Search Masters visit localsearchmasterscom call us at 888-814-6657 or email us at bizdevlocalsearchmasterscom

DevelopmentLSM proposed this strategy to the AZ co-op during an in-person client visit After earning their buy-in LSM outlined the new landing pages They contain

- A mobile-responsive website design

- A minimum of 400 words Note LSM ensured every new page contained content unique to each locationrsquos ldquohyper-localrdquo area (ie neighborhoods landmarks shopping centers)

- Optimized URL title tag and header tags

- Multiple corporate approved images that illustrate services

- Click-to-call and form fill options making it easy for visitors to convert

LSM sent the drafts of the landing pages to Massage Envy HQ After they were approved they were launched the first week of January 2015

Keyword Jan 28th Ranking Ranking Movement

Avondale AZ facial 1 4

deep tissue massage Avondale 1 3

spa in Goodyear AZ 1 3

spas in Surprise 1 4

swedish massage Surprise AZ 1 6

spa Glendale 3 14

deep tissue massage Glendale AZ 3 4

Gilbert AZ spa 2 2

facial Chandler AZ 2 2

spa Chandler AZ 3 9

spas in Peoria 6 18

Tempe AZ spa 3 7

prenatal massage Tempe AZ 3 2

spas in Mesa 4 7

sports massage Mesa 8 3

Microsite Rankings (Dec 2014 vs Jan 2015)

Because each microsite now possessed more unique keyword-friendly content related to their services and local areas they moved up the map and local search result rankings Examples include

Microsite Traffic (Oct 2014 vs Jan 2015)

Note LSM used October data rather than December in this comparison as Decemberrsquos numbers are inflated by the holiday season

The resulting effects to the Arizona co-oprsquos microsites were

49 46Increase in Organic Sessions

Increase inClick-To-Calls

Increase in New Users

Increase inAppointments

30 days after the Arizona co-oprsquos new spa service pages went live

64 53

Results

Google Search Network Ads (Oct 2014 vs Jan 2015)

Because these pages were highly relevant to the designated ldquospardquo ldquofacialrdquo and ldquomassagerdquo related keywords the quality score of their Google Search Network ads improved allowing LSM to position their Google Search Ads atop the Page 1 search results at a lower cost

37 18 $416Increase in Average Position

(19 to 12)Decrease in

Average Cost-Per-Click($225 vs $184)

Decrease in AverageCost-Per-Conversion

(Down 17)

Wersquore very pleased with LSMrsquos tenacity on this project They brought it to us and worked with corporateto get it approved The results are in line with the expectations that they communicated to us at the startOverall itrsquos been a satisfying experience and we recommend you let LSM look at your local search situation

- Jon Brovitz Multi-Unit Clinic Owner

Epilogue

The lsquoSpa Servicesrsquo page was so successful that LSM implemented it for the other 380+ Massage Envy locations that we work with which have seen similar levels of success Later LSM developed lsquoPromotionsrsquo and lsquoCareersrsquo pages for these microsites generating more sales and job applicants for each clinic

For more information about Local Search Masters visit localsearchmasterscom call us at 888-814-6657 or email us at bizdevlocalsearchmasterscom

Keyword Jan 28th Ranking Ranking Movement

Avondale AZ facial 1 4

deep tissue massage Avondale 1 3

spa in Goodyear AZ 1 3

spas in Surprise 1 4

swedish massage Surprise AZ 1 6

spa Glendale 3 14

deep tissue massage Glendale AZ 3 4

Gilbert AZ spa 2 2

facial Chandler AZ 2 2

spa Chandler AZ 3 9

spas in Peoria 6 18

Tempe AZ spa 3 7

prenatal massage Tempe AZ 3 2

spas in Mesa 4 7

sports massage Mesa 8 3

Microsite Rankings (Dec 2014 vs Jan 2015)

Because each microsite now possessed more unique keyword-friendly content related to their services and local areas they moved up the map and local search result rankings Examples include

Microsite Traffic (Oct 2014 vs Jan 2015)

Note LSM used October data rather than December in this comparison as Decemberrsquos numbers are inflated by the holiday season

The resulting effects to the Arizona co-oprsquos microsites were

49 46Increase in Organic Sessions

Increase inClick-To-Calls

Increase in New Users

Increase inAppointments

30 days after the Arizona co-oprsquos new spa service pages went live

64 53

Results

Google Search Network Ads (Oct 2014 vs Jan 2015)

Because these pages were highly relevant to the designated ldquospardquo ldquofacialrdquo and ldquomassagerdquo related keywords the quality score of their Google Search Network ads improved allowing LSM to position their Google Search Ads atop the Page 1 search results at a lower cost

37 18 $416Increase in Average Position

(19 to 12)Decrease in

Average Cost-Per-Click($225 vs $184)

Decrease in AverageCost-Per-Conversion

(Down 17)

Wersquore very pleased with LSMrsquos tenacity on this project They brought it to us and worked with corporateto get it approved The results are in line with the expectations that they communicated to us at the startOverall itrsquos been a satisfying experience and we recommend you let LSM look at your local search situation

- Jon Brovitz Multi-Unit Clinic Owner

Epilogue

The lsquoSpa Servicesrsquo page was so successful that LSM implemented it for the other 380+ Massage Envy locations that we work with which have seen similar levels of success Later LSM developed lsquoPromotionsrsquo and lsquoCareersrsquo pages for these microsites generating more sales and job applicants for each clinic

For more information about Local Search Masters visit localsearchmasterscom call us at 888-814-6657 or email us at bizdevlocalsearchmasterscom

Google Search Network Ads (Oct 2014 vs Jan 2015)

Because these pages were highly relevant to the designated ldquospardquo ldquofacialrdquo and ldquomassagerdquo related keywords the quality score of their Google Search Network ads improved allowing LSM to position their Google Search Ads atop the Page 1 search results at a lower cost

37 18 $416Increase in Average Position

(19 to 12)Decrease in

Average Cost-Per-Click($225 vs $184)

Decrease in AverageCost-Per-Conversion

(Down 17)

Wersquore very pleased with LSMrsquos tenacity on this project They brought it to us and worked with corporateto get it approved The results are in line with the expectations that they communicated to us at the startOverall itrsquos been a satisfying experience and we recommend you let LSM look at your local search situation

- Jon Brovitz Multi-Unit Clinic Owner

Epilogue

The lsquoSpa Servicesrsquo page was so successful that LSM implemented it for the other 380+ Massage Envy locations that we work with which have seen similar levels of success Later LSM developed lsquoPromotionsrsquo and lsquoCareersrsquo pages for these microsites generating more sales and job applicants for each clinic

For more information about Local Search Masters visit localsearchmasterscom call us at 888-814-6657 or email us at bizdevlocalsearchmasterscom