Overview
An Austin, Texas school with two locations prides itself on being a music creativity hub, offering music lessons and programs, as well as retail, repair, and recording studios. However, despite their unique offerings, they were struggling with online visibility—especially for non-branded, local search terms.
Before their website relaunch, they only ranked for branded searches, meaning potential students looking for music lessons in Austin weren’t finding them. Their Google Business Profiles (GBP) also weren’t getting the visibility needed in local searches, making it hard for them to stand out in a competitive market.
Strategy
Our first step was to focus on on-page SEO. We worked closely with the school to create and optimize content that not only resonated with their audience but also targeted the right local music-related keywords for Austin.
We also prioritized streamlining the user experience. This included optimizing their contact forms and setting up an internal linking structure to improve site navigation and help search engines better understand the site’s content.
To boost their local SEO, we did continuous audits and tweaks to their GBP profiles, with accurate information and optimization. We then launched an Online Review Management (ORM) campaign to encourage happy customers to leave reviews.
To complement these organic efforts, we ran targeted paid search and social media campaigns. We created engaging posters and promotional content for social media ads, which showcased the school’s wide range of programs.
Local SEO Improves Music Lesson Visbility in Map Pack
207
Leads in 9 months post optimization
10+
Lesson types offered
Results
Just one month after the relaunch, the school saw a noticeable jump in organic traffic, and that momentum has continued to grow steadily. Even though Google rolled out algorithm updates, the site recovered and sustained its traffic.
Paid search campaigns delivered an impressive 68% average engagement rate, while paid social ads saw a 43% engagement rate, proving that the creative content resonated well with their audience.
One of the most exciting results was the school’s rise in local search rankings. Initially, both locations were buried beyond the top 20 positions, but after our optimizations, they now rank in the top 3 spots in the Google local pack, putting the school on the map for Austin music lessons.
