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Undergo an Online Makeover

Richard Wichmann September 2011 issue of Skin Inc. magazine

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People like to look and feel their best, and health and beauty consumers are still willing to invest in themselves in spite of the condition of the economy. Skin care facilities are in direct competition for this same engaged, actionable client, making targeting the right customer essential for continuous growth and efficiency. A strategic search marketing approach can deliver online traffic to skin care facility websites, as well as offline locations, driving beautiful return-on-investment (ROI) results for these businesses.

A search campaign is about more than having an aesthetically pleasing website or social media page. Your online presence must be continually optimized to increase brand awareness and improve sales. The optimization process can be quite complex and may require the development of relationships with experts in the field in order to precisely target your audience. But enough of the technical stuff. Imagine you are a prospective spa-goer and are interested in getting a treatment. You go to Google and conduct a search for “body wrap spa services in Atlanta.” Your time is valuable. You want to find your desired service on the first page of results. You want to find a day spa that offers positive user feedback to further influence your purchasing decision. This is where the power of search is harnessed.

Online rejuvenation

Whether you work with professionals or decide to explore the world of pay-per click (PPC) and search engine optimization (SEO) on your own, your goal should be to implement a cost-effective branded and nonbranded keyword approach, which can help your landing page or site attract relevant clients. It is important to create engaging, properly optimized registration and contact fields.

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