ASCP Skin Deep

July/August 2013

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How one ASCP member reached the top of the search rankings Do you have a great website for your practice, but it's just not helping? An unvisited website is like a billboard displayed in the middle of the desert. If only you could type "facials" into Google, along with the name of your city, and see your own business appear at the very top of the search results. But, wait! It can be doneā€”and here's how one esthetician did it. Gloria Goodman, owner of GG Skin Therapy in Albuquerque, New Mexico, is a shining example of a small business owner with a basic website who took it all the way to the top. After making some surprisingly simple changes, the number of first-time visitors to her website increased 66 percent, the number of returning visitors increased 33 percent, and, most importantly, her number of bookings increased 70 percent within three months. In this article, I'll use GG Skin Therapy as a case study to show you how to improve your own results. The tips below can be used for any website, but Goodman started with the same free hosting and design templates that are available to all members of Associated Skin Care Professionals (ASCP) using the ASCP Website Builder. See Goodman's website at get on the Map It is absolutely critical to make sure your business can be found on Google Maps. Besides bringing actual traffic to your business by giving clients directions, it will greatly contribute to bringing new traffic to your website from search engines. The secret that many business owners miss is to make sure the street address given on their website is identical to the way Google Maps lists it. For example, GG Skin Therapy's website originally gave the spa's street address as "11005 Spain Road." But Google Maps spells that physical location as "11005 Spain Rd NE." Even this simple difference can affect your search ranking. After Goodman corrected the address to match the one in Google Maps, there was a noticeable difference in web traffic. Make sure the street address given on your website is identical to the way Google Maps lists it. Get connected to your peers @ SkinDeep_JA_2013.indd 27 27 5/15/13 4:24 PM

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