Case Study: Building a Modern SEO Foundation for a Growing Men’s Salon in Las Vegas

How A Growing Men’s Salon Gained Local Visibility and Bookings with AI-Optimized SEO

Client Snapshot

Element	Details
Industry	Men's Grooming - Barbering and Message
Location	Las Vegas/Henderson, Nevada
Website Type	Services Based / On-line Booking
Services Provided	Local SEO, AI Mentions, GMB Setup

The Challenge

-No ranking for branded or local keywords 

Client wanted more customers, wanted more engagement from website, knew that SEO was the answer, and asked current clients for SEO recommendations.

-No optimized service pages for SEO or AI Overviews

New website had info scattered in different places, most clients just called, wanted online bookings

-Incomplete Google Business Profile

GMB was missing NAP (Name, Address, Phone) no posting of updated services, reviews were stale and not responded to.

-Sparse or generic content (FAQs, semantic structure)

No FAQ, no pictures/videos of finished haircuts, incomplete bios of stylists

-Not showing up for "barber near me" or “massage therapist Las Vegas” queries

Minimal appearance for core-keywords, needed to expand semantic keyword reach and build for AI mentions 

The Solution

Local SEO Optimization

• Built and optimized GMB (Google My Business Profile)

  • New photos, 2x update posting, refresh social links, rewrote business description, closed Google Ads.

    
    

• Submitted NAP citations to 40+ local directories

  • Submitted to many Las Vegas local directories. Prerequisite - High Domain Authority for local Las Vegas businesses

    
    

• Created Specific copy for services 

  • Wrote copy about looking good, at an affordable price. Also showcased the stylists and what they love about their craft. Video from the owner on different services they are providing

Semantic On-Page SEO

• Rewrote key pages: Barber Services, Massage Therapy, Stylist Services, Team Bios

  • Rewrote for emotion (look good this weekend, ready for this holiday/BBQ), used semantics language (faded, sharp, styled up).

    
    

• Added H1–H4 structure with keyword clustering

  • H1 (Name, Location, 1 EEAT statement)

    
    

• Used EEAT-focused language and localized headings

  • Best, Affordable, Trusted, Results

AI-Focused FAQ Integration

• Created structured FAQs like (Examples):

  • “What types of massages do you offer?”

  • “Do your barbers specialize in beards?”

  • “Can I book appointments online?”

    
    

• Formatted for Answer Engine Optimization (AEO) to feed Gemini/SGE/ChatGPT results

  • Clear and concise, copy should be short and understandable

Technical SEO Fixes

• Set title tags and meta descriptions per page

  • Titles should end with the name of business and location. Meta’s should describe url slug and give purpose to the page

    
    

• Added image alt text for all portfolio visuals

  • Must be done, and use semantic keywords in the alt tag

    
    

• Improved Core Web Vitals scores via compression + mobile-first UX

  • Cut out unnecessary videos, and roll-over animations, used heatmapping to see the clicks and rearranged to bring the most clicked area to the top of the page.

Results

KPI	Before	After (30-90 days)
GMB Views/Monthly	Less than 80	2,000+
Keywords (Top 20)	2	169
Website Traffic	20/Month	150+/Month
Online Bookings	Manual	3-5 per week

Google My Business results

Average 200+ actions per month

Last 90 Days of consistent posting and re-wording for semantic authority

Growth in Reviews, re-wording of business description

Google Analytics Results

90 Day results from changes

LLM Mentions (ChatGPT) from the last 30 Days

Key Takeaways

• Local SEO + FAQs = faster trust with AI engines

• Semantic headers/meta descriptions increased visibility in Google snippets

• A strong GMB profile fueled bookings within 30 days

• AI-friendly content is not robotic — clarity and intent wins

FROM THE OWNER -

“We started getting messages and bookings within a few weeks. People said they found us on Google — we hadn’t seen that before.” - Owner

Thank you for reading this case study. If you would like to learn more about how AI/SEO can produce the same results for your business - email me at: info@seoexpertlasvegas.com

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