To achieve scalable organic growth, the strategy focused on:
The DO Salon is a premium St Kilda hair salon specialising in colour transformations, precision cutting and restorative hair treatments, with a strong focus on hair health and sustainable beauty practices.
With increasing competition among Melbourne hair salons, the goal was to strengthen the salon’s online visibility and booking enquiries by improving organic search performance while supporting growth with a targeted Google Ads strategy.
Over the past 12 months, a focused digital strategy helped The DO Salon expand its search footprint, capture more local demand for hair services and generate a steady stream of new client enquiries.
Despite having a strong reputation and experienced stylists, the salon faced several common challenges:
The objective was to increase local search visibility, website traffic and appointment enquiries while maintaining efficient marketing costs.
“Transparent and very clear on what work they are doing. Reports are always explained and they are always innovative. It’s a great investment”
To improve local visibility and capture more relevant patient demand, the following strategic pillars were implemented:
A structured SEO strategy focused on improving the salon’s visibility for high-intent hair service searches.
Key initiatives included:
Alongside organic growth, Google Ads campaigns were implemented to capture high-intent local search traffic, including users actively looking for:
Campaign optimisation focused on:
“Our online store has gone gang busters. Interactions have increased incredibly. Google has now recognised my business as an exceptional online presence.”
The integrated SEO and Google Ads strategy delivered measurable growth across visibility, website traffic and booking enquiries. Organic search improvements increased the salon’s presence in local search results, while paid campaigns captured high-intent users actively looking for hair services in St Kilda and surrounding suburbs. Together, these efforts drove stronger website engagement, more appointment enquiries and a more consistent flow of new clients discovering The DO Salon online.
Organic rankings and service-based traffic increased, boosting visibility in Google search and local results. This led to more users exploring key services and helped the salon reach a broader local audience across Melbourne’s inner suburbs.
The DO Salon grew its online customer base by optimising for product-focused searches and strengthening its visibility across Google Shopping. By promoting retail products alongside services, they attracted higher-intent traffic and increased online sales.
By targeting high-intent keywords through Google Ads text campaigns and highlighting key services like colouring, treatments, and styling, they attracted more qualified traffic and converted a broader local audience.
The new customer base grew through targeted paid ads focused on high-intent searches, driving qualified traffic actively looking for hair services.
"Can’t recommend Melroy enough, I trust him immensely."
As The DO Salon continues shifting toward a stronger service and treatment focus, the priority is to sustain current momentum while unlocking new growth opportunities. This will involve building targeted campaigns to capture search demand, rolling out seasonal content campaigns aligned with key treatment trends and enhancing review generation and management to strengthen local trust and further boost Google Business Profile performance.
