By Nicole Healy
Over the past 10 years of taking digital marketing seriously, I’ve realised that I attract better clients when my business is optimised for my ideal customers to find me, and this isn’t just on Instagram.
Let’s get back to reality for a moment. Think about how you find a new business to visit. You most likely head to Google, type in a business nearby, then research them on Instagram and TikTok before making your final decision on where to go and who to book with.
Usually, that decision is based on a few key things:
The content they post showing what they offer (this creates instant want)
Their brand style and aesthetics (this absolutely matters)
What the business actually offers through their service menu.
Over the past 12 months, I’ve been diving deeper and deeper into the world of SEO (Search Engine Optimisation). The interesting thing is that 90% of hair salon owners and hairdressers who attend my in-person education or online social media coaching have one, or all, of these problems when we start mapping out their visibility across the internet – Google, Instagram, TikTok and Facebook.
What matters most for digital visibility is that your salon is ranking in searches across multiple platforms.
I’ll be completely honest; Instagram alone isn’t the platform that will fix your business. Sure, you may pick up new clients here and there, but are they your ideal, dream clients? The ones who adore your work, understand the process behind achieving their hair goals, and respect the steps it takes to get there.
Let’s rewind for a moment.
When I was managing Melbourne’s first blondes-only salon back in 2015–2016, we had incredible visibility on Instagram. Because we were posting so many blonde transformations, we also had a lot of clients with very, very dark hair imagining they could achieve platinum blonde from almost black hair in one sitting.
Now, sometimes that can happen on the right hair type, but it’s not always the case. Many of those clients weren’t necessarily the ideal candidates for extremely blonde hair, especially when their natural colour was so dark.
As hairdressers, we know the grow-out, maintenance, time spent in the salon, and most importantly the health of the hair all have to be considered. That’s why it’s so important to attract the right clients for your work.
If your content is only showing huge colour transformations and dramatic before-and- afters, people will naturally assume they can achieve the same result too. This is where having educational and searchable content becomes key. When your content explains the process, the steps involved, and the expectations around hair goals, you attract clients who understand the journey, not just the end result.
Setting realistic expectations with clients is key, with pre-appointment consultations are key to great outcomes and clear communications, prior to an appointment, especially if someone has their heart set on a colour they have found online.
So where do these search terms live for your salon business?
They live everywhere your potential clients are searching on Google, Instagram, TikTok, Chat GPT & even in the words used throughout your website and social media content. When someone searches something like “blonde specialist hairdresser (your location)”, your digital presence needs to clearly communicate that you are exactly what they’re looking phrases and words, their searches may look like – Eg, “Who is the best blonde specialist in Melbourne” or “Grey Blending Sydney” or “Weft Hair Extensions Perth” This is where SEO for salons becomes incredibly important.
Search Engine Optimisation simply means making sure your salon appears when people are actively searching for the services you offer. Whether that’s “balayage specialist”, “curly hairdresser”, “blonde expert”, or “hair salon near me”, these search terms should be naturally built into your website, your content, your captions, and even your photo descriptions.
SEO helps Google understand what your salon does, where you are located, and who your services are best suited for. The clearer this information is online, the easier it becomes for your ideal clients to find you. Because the reality is, the best marketing strategy isn’t just about being visible, it’s about being visible to the right people.
When your digital presence, content, and SEO strategy are aligned, you’re no longer trying to convince people to book with you. The right clients are already searching, and your salon becomes the obvious choice.
Not ranking the way you thought your hair salon would online? Not sure how to improve it? This is exactly where I come in. Optimising SEO, websites and social media for salons is what I do.
Let’s Chat – Nicole Healy @social.salon. school mention “mocha” on Instagram DM
