Client: a massage salon in Prague that offers a wide range of massages and add-on services.
Customers: adults looking for a specific type of massage, a price or reviews. The salon is based in Prague.
Starting point: almost nothing
The website had been built earlier by someone else. It was poor quality and partly auto-generated. We first met when the owner asked us for an audit.
Goal: get a steady flow of visitors from Google to the salon’s website in Prague.
Why we chose this approach
There was little to build on in the original site. The owner of our agency has years of experience with similar salons, so we knew from the start which pages were needed.
Why one page is not enough
Demand for massages on Google splits into many specific searches.
Searches differ by massage type and by language, because people may search in Czech or in English. A single main page can’t answer all of them and gets lost among competitors.
What Search Console shows
Search Console is a free Google tool that shows how many times a website appeared in search results (impressions) and how many times people clicked on it.
What we did
We split the work into sprints and rolled it out in waves.
Linking the pages together
The pages are connected with internal links, so Google knows which ones matter most. For searches that include a place, such as Prague, this is local SEO.
Industry experience
From experience, we know that broad searches are the most competitive and the slowest to improve.
That’s why, besides the home page, we created pages for specific services. In our experience, fewer people search for them, but competition tends to be lower and people are closer to booking. The approach builds on keyword analysis and on content sprints.
Timeline
- January 2025: the first PR articles went live.
- March: clicks from Google started to grow.
- April: the first wave of service pages.
- July: a second wave of pages brought in more searches.
PR articles
PR articles were written in link sprints. Some were rankings, others were informational texts (safety, preparation, tips).
Charts and overviews
