SEO Campaign for
The Lair Man
The Lair Man is a premium barber shop based in Mumbai, known for bespoke grooming services, scalp treatments, and wedding grooming for men. The brand wanted to strengthen its organic presence for highly competitive, generalised search terms while also driving measurable business actions such as “Book Now” button clicks.
Campaign Setup
- Type of Campaign: Search Engine Optimisation (SEO)
- Campaign Objective:
- Rank for high-competition generic keywords such as “best barber in Mumbai” and “best barber shop”
- Improve visibility for service-based keywords like “dry scalp treatment” and “groom wedding haircut”
- Increase organic traffic and sessions
- Track user intent actions via Book Now button clicks
- Geographical Targeting: Mumbai (Local Search & High-Intent Users)
- Search Engine: Google
Pain Points
- No visibility for highly competitive, generic barber-related keywords in Mumbai
- Poor organic traffic growth and limited discovery through non-branded searches
- Service-specific offerings were not ranking or visible on SERPs
- No tracking in place to measure key user actions such as Book Now button clicks
- Google Search Console was not implemented by the previous agency, leading to zero visibility into search performance, indexing status, and keyword data
Solutions
- Focused on-page SEO with strong keyword research aligned to both generic and service-based queries
- Content-led SEO through service-focused blogs
- Event tracking using Google Tag Manager to measure Book Now button clicks
- Off-page SEO via local business directories and strategic community mentions
- Proper implementation of Google Search Console (implemented mid-May 2025)
Optimization Strategy
- Conducted extensive keyword research for:
- High-volume, competitive keywords (best barber in Mumbai, best barber shop)
- Service-specific, high-intent keywords (dry scalp treatment, groom wedding haircut, etc.)
- Optimised meta titles, meta descriptions, heading hierarchy, and on-page content across key service and location pages
- Published SEO-optimised blog content targeting service-based queries to capture mid- and bottom-funnel search intent
- Implemented Google Tag Manager event tracking to accurately track the number of users clicking the Book Now button
- Strengthened off-page SEO through:
- Local business directory submissions
- Strategic brand mentions and discussions on platforms such as Quora, Reddit, and niche community forums
- Implemented Google Search Console in mid-May 2025 to:
- Enable search performance tracking
- Monitor indexing and coverage issues
- Measure keyword growth and average ranking improvements
Results
Organic Traffic Growth
- Organic Users increased by ~153% (from 120 in April 2025 to 303 in December 2025)
- Website Sessions grew by ~209% (from 164 in April 2025 to 506 in December 2025)
Search Visibility Growth (Google Search Console)
Google Search Console was implemented in mid-May 2025, hence performance tracking is measured from June 2025 onwards.*
- Clicks increased by ~233% (from ~70 clicks in June 2025 to 233 clicks in December 2025)
- Search Impressions grew by ~1,164% (from ~1.74K in June 2025 to ~22K in December 2025)
- Average keyword position improved by ~41% (from 14.2 to 8.4 on Google SERPs)
Business & Brand Impact
- Significant improvement in visibility for highly competitive local keywords, including “best barber in Mumbai” and service-based grooming searches
- Consistent tracking of “Book Now” button clicks, enabling direct measurement of SEO-driven user intent and conversions
- Increased brand discovery across AI-powered search platforms, including ChatGPT, enhancing modern search visibility beyond traditional SERPs
Key Takeaway
After SAAA tookover, The Lair Man achieved triple-digit growth across traffic, visibility, and engagement metrics, successfully positioning itself as a premium grooming brand in Mumbai’s highly competitive local search landscape.