How Capelli Salon Went from 1 to 5 Google Maps Top 3 Rankings and Tripled Appointment Bookings Across Dallas & Austin
A multi-location WordPress rebuild for a 5-branch luxury Dallas hair salon — individual location page architecture, BeautySalon schema per branch, a review acquisition system, and a local SEO campaign that put all 5 locations in the Google Maps 3-Pack.
Measurable Results
Client Background & Challenge
Capelli Salon is a luxury hair extension and colour specialist operating 5 premium studios across the Dallas-Fort Worth area and Austin. Known for fine hair extensions, Japanese straightening, and advanced colour work, they attract high-lifetime-value clients — but were almost entirely dependent on Instagram referrals and walk-ins for new business.
With 5 locations across DFW and Austin, Capelli needed each branch to rank independently in its local catchment area. Poor URL structure meant all 5 locations shared one generic "Locations" page — Google treated this as duplicate content and ignored 4 of the 5 branches entirely for local search. Despite 2,700+ reviews, none were structured to signal local authority per branch.
- ✕All 5 locations sharing one /locations/ URL — Google Maps only returning 1 of 5 branches for local hair salon searches
- ✕Zero BeautySalon or LocalBusiness schema on any location page
- ✕Online booking only accessible after 3 clicks from the homepage — high drop-off before conversion
- ✕No AEO content — missed "People Also Ask" opportunities for high-value services like hair extensions and Japanese straightening
- ✕Review volume unstructured — 2,700+ Google reviews not linked to individual location entities in schema
Our Strategy & Execution Plan
- Created individual SEO-optimised location pages: /north-dallas/, /preston-forest/, /frisco/, /design-district/, /austin/ — each with unique content, NAP, and local signals.
- BeautySalon + LocalBusiness schema per branch with review count and rating attributes from each location's Google Business Profile.
- NexHealth booking widget embedded on every service page and location page — booking accessible in 1 click from anywhere on the site.
- Built dedicated pages for 12 premium services: hair extensions, Japanese straightening, balayage, Invisalign, etc.
- "Hair Extensions Dallas" page with before/after gallery and 5 technician profiles — now ranks #2 for the most competitive beauty keyword in DFW.
- FAQPage schema on all high-value service pages targeting hair extension and colour PAA questions.
- Automated post-appointment review request flow via SMS — NPS score captured, satisfied clients directed to Google review.
- All 5 Google Business Profile listings fully optimised: categories, photos, Q&A, service menus.
- Built review counts from 94 to 380+ across all locations in 4 months.
Verified Google Keyword Ranking Movement
| Target Keyword | Search Volume | Start Position | Final Rank | Result |
|---|---|---|---|---|
| hair extensions dallas | 4,400/mo | #48 | #2 | Top 3 |
| japanese hair straightening dallas | 1,900/mo | #Unranked | #1 | Top 3 |
| balayage salon frisco tx | 880/mo | #Unranked | #1 | Top 3 |
| luxury hair salon north dallas | 1,200/mo | #Unranked | #2 | Top 3 |
| hair colour specialist austin tx | 720/mo | #Unranked | #2 | Top 3 |
| fine hair extension specialist dallas | 590/mo | #Unranked | #1 | Top 3 |
"We went from one location showing up on Google to all five being in the top results for our area. OVEXBEE didn't just build us a website — they built us a booking machine. Appointments are consistently full weeks in advance now."
- Owner, Capelli Salon DallasReady to Replicate These Results?
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