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Goals & Challenges
We set out to transform Boston Hair from a slow, scattered site into Boston’s authoritative voice on modern hair restoration.
Goals
Double qualified organic consults without increasing ad spend.
Own high‑intent Boston & "micro‑FUE" keywords ahead of national chains.
Pass Core Web Vitals and elevate UX trust signals.
Showcase expertise across Traditional Search and AI search surfaces (Google AI Overviews, ChatGPT Browse, Perplexity).
Challenges
Thin, scattered content, no topical authority around transplant techniques.
Zero structured data; snippets & AI Overviews pulled competitors.
Slow theme → LCP > 3.5 s, INP & CLS failures.
Our Search Everywhere Playbook
01
Topical Authority Map
Built pillar ✚ supporting articles (Nutrafol vs Minoxidil, FUE vs FUT, etc.).
02
Schema Overhaul
BlogPosting + FAQPage JSON‑LD, HowTo on post‑op care, LocalBusiness on every location page.
03
CWV Sprint
Image ⇢ WebP, lazy‑load video, remove render‑blocking scripts; LCP 3.9 s → 1.8 s.
04
GBP Clean‑up & Review Surge
Merged dupes, added services, launched QR review cards.