Black Line Studio – Case Study
Black Line Studio sought to enhance its online visibility and attract a broader client base as Toronto’s premier tattoo and piercing studio. Leveraging our expertise, we implemented targeted marketing strategies and customized solutions, enabling them to increase bookings and establish themselves as a top choice for high-quality body art and piercings.
Client's Goals:
Black Line Studio wanted to increase organic traffic to its website, improve search engine rankings for the keywords “tattoo” and “piercing,” and increase the number of appointments and consultations. The ultimate goal was to attract more clients, improve online visibility, and strengthen the studio's reputation as the best tattoo and piercing studio in Toronto. The studio also sought to establish itself as a respected authority in the body art community by emphasizing exceptional customer experience and excellent aftercare.
Challenges Faced:
- Many of the service pages lacked detailed, keyword-optimized content, making it difficult for search engines to understand and rank effectively for tattoo and piercing-related queries.
- The website did not have proper meta tags, titles, or structured content, which affected its visibility and effectiveness in search rankings.
- Compared to its competitors, the studio's backlink profile was underdeveloped, which reduced its credibility and ability to rank for competitive local keywords.
- Minimal local SEO optimization: The site made insufficient use of local SEO tactics such as Google My Business optimization and local citations, which limited its visibility in geographic searches.
Primary Objectives:
- Improve the user experience through mobile responsiveness and overall site design to create a seamless experience for users looking for tattoo and piercing services.
- Driving more organic traffic to pages showcasing tattoo services, piercing options, and aftercare guides.
- Increased search engine rankings for relevant local keywords such as “tattoo Toronto”, “Toronto piercing shops”, and “custom tattoo Toronto”
- Increase the number of inquiries and orders through organic search by optimizing service descriptions and calls to action.
- Demonstrate expertise and creativity by talking about the studio's talented artists, portfolio, and unique offerings to position Black Line Studio as a leader in the body art industry.
- Enhance online reputation by encouraging and managing reviews to build trust and authority in the competitive tattoo and piercing market.
Secondary Objectives:
SEO Strategy
Initial audit and research:
A thorough site audit was conducted to identify critical issues, such as a lack of optimized content on the service pages and minimal trust-building elements, followed by comprehensive keyword research to identify high-potential terms like “tattoo Toronto,” “custom tattoo Toronto,” and “piercing parlors near me.” We analyzed competitors to understand local market trends and find opportunities for differentiation and conducted a technical SEO audit to resolve issues, including slow page load times, crawl errors, and mobile responsiveness problems.
On-page optimization:
Optimized existing content and created new, high-quality, keyword-rich pages for key services, improved meta tags, descriptions, and titles to enhance keyword targeting and search relevance, and improved the structure of internal links on the site to seamlessly guide users through the site and increase the authority of pages.
Off-page optimization:
Implemented a robust link building strategy to acquire high-quality backlinks from reputable industry sites, blogs, and local directories, while ensuring consistency of business information on platforms like Google Business Profile, Yelp, and other local directories to increase local link relevance and authority.
Local SEO:
Optimized the Google business profile by updating contact information and encouraging satisfied customers to leave reviews, while simultaneously building local links to improve location-based search results and establish authority in the Toronto area.
Implementation of the elements of trust and E.E.A.T:
Fully implemented the E.E.A.T. principles by emphasizing the qualifications of nail technicians, showcasing client testimonials, highlighting studio health and safety standards, and publishing informative content that demonstrates expertise through educational articles on tattoo and piercing safety and industry trends.
Our Results
Strategic improvements have led to significant success in organic traffic:
Improvement in the ratio of branded to unbranded search queries was achieved in less than a year:
Position Rankings Increase:
| Keyword | Google Position | Google Rank Change |
| top tattoo artists Toronto | 1 | +12 |
| piercing shops | 1 | +6 |
| piercing shops Toronto | 1 | +3 |
| custom piercing | 1 | +7 |
| tattoo shop | 1 | +7 |
| tattoo Toronto | 1 | +10 |
| Toronto tattoo | 1 | +11 |
| Toronto piercing shops | 1 | +14 |
| custom tattoo Toronto | 1 | +3 |
| tattoo removal | 1 | +8 |
| best scar cover up tattoo | 1 | +12 |
| custom piercing Toronto | 1 | +26 |
| tattoo shops downtown Toronto | 1 | +22 |
| temporary tattoos Toronto | 1 | +7 |
| white tattoo art | 1 | +3 |
| tattoo parlors Toronto | 2 | +4 |
| helix piercing | 2 | +11 |
| scar cover up tattoo | 2 | +19 |
| tattoo parlor | 2 | +23 |
| tattoo shops | 2 | +9 |
Increased GMB views by almost 20%:
Conclusion
Black Line Studios partnered with Seologist to craft and implement a robust SEO strategy, achieving top rankings for key tattoo and piercing-related keywords in Toronto. This collaboration resulted in a significant boost in organic traffic and inquiries, solidifying their position as a leading tattoo and piercing studio in the city.