Beauty School Digital Marketing – SEO + Local PR
How Local PR and SEO Work Together to Boost Beauty School Enrollment
In the ever-competitive world of beauty and cosmetology schools, standing out is crucial. At Olympia Marketing and our sister marketing agency GlowPro Marketing, we specialize in marketing for beauty schools, such as the Skin Care Academy in Bonita Springs, Florida. Over the last 18 months we’ve helped to grow their enrollment exponentially (they’ve subsequently opened 2 additional schools/locations – including a Bonita Springs Massage School) and optimize their online presence. Today, I want to dive into the impact of local PR on SEO and how these two powerful tools can work together to enhance your school’s visibility and student acquisition.
The Power of Press Releases
About two months ago, we executed a press release for Skin Care Academy. The academy, led by owner Laura LaRusso, recently opened a new massage therapy school. This was an exciting milestone that deserved attention. But beyond just spreading the word, this press release played a significant role in enhancing the academy’s online visibility.
Press releases are a fantastic way to gain earned media. When local news outlets, TV stations, or online publications cover your story, it builds your brand’s credibility and awareness. But there’s an even bigger benefit that often goes unnoticed: the impact on local SEO.
Understanding the Impact on SEO
When local PR efforts result in your school being mentioned in reputable local publications, it sends strong signals to Google. The more your school is mentioned and linked to from trusted sources, the more Google recognizes your authority in the field. This, in turn, boosts your search engine rankings.
For example, a recent search for “Bonita Springs Aesthetician School” showed Skin Care Academy ranking third in the local map pack. This is significant because the majority of prospective students begin their search for beauty schools online. If your school ranks higher than your competitors, you’re more likely to attract new students.
SEO Isn’t Just About Clicks
SEO is different from direct marketing tactics like mailers. It’s not just about how many people click on your ad; it’s about positioning your website to appear at the top of search results when prospective students are researching schools. This means more visibility, more clicks, and ultimately, more enrollments.
Our SEO strategy for Skin Care Academy involved extensive research into what potential students are searching for. By understanding these search terms and optimizing the website accordingly, we were able to secure top rankings in search results. For instance, ranking first for “Naples Skincare School” means capturing the attention of 50-60% of all searchers for that term, leading to significant student inquiries.
The Results Speak for Themselves
Since the press release, we’ve seen a substantial increase in impressions—up by nearly 70%—and a notable improvement in search rankings. For example, the academy jumped from position 12 to position 3 for “Bonita Springs Beauty School,” moving from page two to page one of search results. This kind of improvement can drastically increase the number of prospective students discovering the school.
Literally all of our mmost important keywords we’re ranking higher for. We’re now seeing a steady influx of clients without doing any additional paid advertising (helping to drive down the cost of all of our advertising and lead gen cost overall).
Traffic is also up 40% overall (and this is in the slowest time of the year compared to the busiest time of the year – meaning next year our numbers are going to be phenomenal).
Conclusion
Combining local PR with a strong SEO strategy is one of the most effective ways to grow your beauty school’s enrollment. By building your brand’s authority through press mentions and optimizing your website for relevant search terms, you can ensure that your school stands out in a crowded market.