This case study shows how LSM optimized the web pages of 32 Massage Envy Spa franchisees in Arizona, resulting in more traffic to their website and online appointment requests generated on a monthly basis
Case Study: Local Search Marketing for Retail Franchise Brand
Optimizing Microsites To Generate More Traffic & Sales
LSM Case Study | Massage Envy | massageenvy.com | Oct. 2014 – Jan. 2015
In November 2014 the Massage Envy Arizona Co-Op, comprised of 32 clinics in the greater Phoenix area, wanted to generate more
appointments related to their customized spa services such as facials, foot scrubs, and aromatherapy. Each clinic had their own one-page
microsite, which LSM had previously optimized to rank highly on local non-branded massage keywords (examples below). However, we were
challenged with getting the microsites to rank as highly on localized “spa” and “facial” related keyword searches.
LSM developed new, content-rich landing pages for each clinic’s
microsite in order to:
- Improve the microsite’s ability to rank highly in the map and local
search results on “spa,” “facial,” and certain types of “massage”
related keywords (i.e. “sports massage,” “prenatal massage,”
“deep tissue massage,” etc.).
- Allow for the clinic owners to buy more cost-effective top-shelf
ad space on Google for “spa,” “facial,” and certain
“massage” related user searches.
- Provide current and prospective customers with valuable
information about Massage Envy’s array of lesser-known
health and wellness services.
LSM proposed this strategy to the AZ co-op during an
in-person client visit. After earning their buy-in, LSM
outlined the new landing pages. They contain:
- A mobile-responsive website design.
- A minimum of 400 words.
Note: LSM ensured every new page contained content
unique to each location’s “hyper-local” area
(ie. neighborhoods, landmarks, shopping centers).
- Optimized URL, title tag, and header tags.
- Multiple corporate approved images that
- Click-to-call and form fill options, making it easy for
visitors to convert.
LSM sent the drafts of the landing pages to Massage
Envy HQ. After they were approved, they were launched
the first week of January, 2015.
Keyword Jan. 28th Ranking Ranking Movement
Avondale AZ facial 1 4
deep tissue massage Avondale 1 3
spa in Goodyear AZ 1 3
spas in Surprise 1 4
swedish massage Surprise AZ 1 6
spa Glendale 3 14
deep tissue massage Glendale AZ 3 4
Gilbert AZ spa 2 2
facial Chandler AZ 2 2
spa Chandler AZ 3 9
spas in Peoria 6 18
Tempe AZ spa 3 7
prenatal massage Tempe AZ 3 2
spas in Mesa 4 7
sports massage Mesa 8 3
Microsite Rankings (Dec. 2014 vs. Jan. 2015)
Because each microsite now possessed more unique, keyword-friendly
content related to their services and local areas, they moved up the map and local
search result rankings. Examples include:
Microsite Traffic (Oct. 2014 vs. Jan. 2015)
Note: LSM used October data rather than December in this comparison
as December’s numbers are inflated by the holiday season.
The resulting effects to the Arizona co-op’s microsites were:
Increase in Organic Sessions
Increase in New Users
30 days after the Arizona co-op’s new spa service pages went live:
Google Search Network Ads (Oct. 2014 vs. Jan. 2015)
Because these pages were highly relevant to the designated “spa,” “facial,” and “massage” related keywords, the quality score of their
Google Search Network ads improved, allowing LSM to position their Google Search Ads atop the Page 1 search results at a lower cost.
37% 18% $4.16
Increase in Average Position
(1.9 to 1.2)
($2.25 vs. $1.84)
Decrease in Average
We’re very pleased with LSM’s tenacity on this project. They brought it to us and worked with corporate
to get it approved. The results are in line with the expectations that they communicated to us at the start.
Overall it’s been a satisfying experience and we recommend you let LSM look at your local search situation.
- Jon Brovitz, Multi-Unit Clinic Owner
The ‘Spa Services’ page was so successful that LSM implemented it for the other 380+ Massage Envy locations that we work with, which have seen similar
levels of success. Later, LSM developed ‘Promotions’ and ‘Careers’ pages for these microsites, generating more sales and job applicants for each clinic.
For more information about Local Search Masters visit localsearchmasters.com, call us at 888-814-6657, or email us at email@example.com.