Sally Beauty – SEO-led Website Localisation
How Locaria combined SEO with scalable localisation to lift Sally Beauty’s page-one keywords from 10% to 50% in Germany and 17% to 45% in France.
34
Keywords ranking in first position across five markets
47
Keywords in the top ten, three months after implementation
+76%
Year-on-year improvement in first-position rankings
+22
Average positions gained by page-two keywords in Italy
Ready for the travel rebound
easyHotel used the pause in travel during the pandemic to revamp its domestic and international websites, ready for the industry’s recovery. It wanted more qualified organic traffic to its main European sites in France, Germany, Italy, Spain and the Netherlands.
The closer a page ranks to first position, the higher its click-through rate. And with CSA Research finding that two thirds of online consumers don’t feel confident buying in another language, every page needed to speak to travellers in their own.
How Locaria approached it
Locaria combined its SEO and website localisation teams so that keyword insight shaped every piece of content.
01
In-language keyword research
Search demand for hotels and destinations was researched in each language and matched to user intent, including long-tail terms by city and country, and branded terms in local languages and English.
02
Priority pages first
Transactional landing pages and product pages came first, followed by editorial city and travel guides targeting question-based searches likely to earn rich snippets.
03
Metadata in the brand’s voice
Language specialists wrote metadata in easyHotel’s tone of voice in German, French, Spanish, Dutch and Italian. Compelling calls to action in meta descriptions lifted click-through rates by up to 4% in the Dutch market.
The results
Three months after implementation, 47 keywords ranked in the top ten positions. By the time the case study was written, 34 keywords ranked in first position across Germany, France, the Netherlands, Italy and Spain, mostly for hotels in key countries and cities: a 76% year-on-year improvement in first-position rankings.
Keywords that had ranked on page two the year before climbed an average of 16.6 positions, including 22 positions in Italy. In the Netherlands, where half the keywords already sat at the bottom of page one, rankings rose by eight positions.
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