Client: a brow bar in Prague, a salon for brow and lash treatments (lamination, tinting, lash lift) and makeup.
Customers: women in Prague who search Google for a salon at the moment they want to try a service or book an appointment, often with a query for a specific service in Prague.
The salon had no working website, so Google had nothing to show anyone. Customers came only from social media. That kind of customer flow can’t be planned, and it doesn’t bring in women who are searching for the service right now.
How rankings grew while we worked together
The main phase ran from July 2023 to March 2024, and traffic grew from zero to 1,200 visits a month. The share of tracked queries in the top 10 rose from under 20% to almost 40%, and in the top 3 from a few percent to about 15% (an approximate reading from the chart, a selection of tracked keywords).
The chart from Collabim shows how the tracked queries are distributed by position. Top 3 means positions 1–3, top 10 is the first page of Google.
What we did
A strategy sprint first, then pages and links. We built the site straight from the strategy and started link building while the site was still being created.
In total, 20 topics and 10 PR articles, split into sprints.
Specific services first
We started with queries that can be won quickly.
- Less competition: specific services in Prague have fewer competitors.
- Ready to book: women searching for them want to reserve right away.
- Broad queries later: they’re the most competitive and take the longest to move up.
One service, one page
Anyone searching for “laminace obočí Praha” (brow lamination in Prague) wants to see the salon, the price and the result.
That’s why every service has its own page. A local page is one whose query includes a location, such as “laminace obočí Praha”, and local signals apply to it. We recommended connecting the pages with internal links so Google can tell which ones matter most.
The site as a hub: booking and advice in one place
Site structure and sample topics.
Service pagesI want to book
In order of priority.
Informational contentI need advice
For women who are still deciding.
Why a blog with how-to guides
Someone interested in “barvení řas doma” or “jak si upravit obočí” (how to shape your brows) isn’t looking for a salon yet, but may need one soon. Links to the services then lead her to a booking.
The drop after changes to the site, and the recovery
After the main phase, the website was changed: pages were deleted, the template was replaced, and the site lost about half of its keywords.
- Deleted pages: service pages, blog posts and many commercial pages.
- New template: a template change and broken internal linking.
How we restored the site
A site doesn’t recover from this on its own. The client came to us because traffic was falling.
- Analysis: an SEO analysis showed what broke and where else the site could grow.
- Repairs: we fixed the damaged pages and the linking.
- New content and links: in 2025 we added about ten new pages and ten PR articles to support the pages that had dropped.
The result is over 1,600 visits a month in 2025.
Evidence
Three charts from Ahrefs show the site’s growth, drop and recovery. Traffic in them is an Ahrefs estimate.
