Shekinah Garner is a master aesthetician serving clients in the greater Los Angeles area and worldwide thanks to her virtual consults. When she reached out to me earlier this year, we got the chance to discuss a few different facets of her amazing business and how she wants to grow. Search engine optimization for the aesthetics industry is my cup of tea because I can not only relate to it from a consumer perspective (hello from a fellow skincare lover!), but also because of my experience working with different brands, types of aesthetics services, and target audiences.
Establishing goals from the start not only gets me extremely excited to dive in but also helps me understand how to gauge the SERPS and weed out competition and page value. Our first action item that I knew I would have to jump on right from the get-go was Shekina’s online dermplane course. Online courses are something that has grown significantly in the aesthetics industry in recent years, especially with the pandemic, and standing out in the scope of the internet can be a challenge. To make a page that Google will find juicy and send the most possible signals their way, we have to establish and clearly communicate a few things:
It’s so much more than having a basic page with your offer. It’s about creating value, always. Value is a cornerstone of search engine optimization.
After taking a look at the current page for Fluorescent Skin LA’s online dermaplaning course, I knew we would have to build out something new if we were going to catch Google’s eye. The course page was not ranking within Google at all at the time. This doesn’t mean it isn’t an amazing online dermaplane course, but it means it wasn’t standing out to Google at all. In other words, the page was not optimized.
We created this page here as a complement to the existing course page. I dove into keyword research and competitor analysis and got started on my copywriting to create a powerhouse page, and Shekinah assisted by providing delicious content to get added to the page to enhance its quality (video, testimonials, and graphics). Over the course of 5 months, we went from her page not ranking at all, to page 9, page 7, page 5, and today – PAGE ONE OF GOOGLE! 🎉 🥳