Case study
A local hair extension salon and online store in Southern Utah
$284,329in online sales from shoppers who found them on organic search.
13 months. One hair salon, one online store, and the SwarmSystem behind both.
Sep 2024 to Sep 2025
The salon Reviews and local search in Southern Utah
The online store Blog posts, site fixes and organic search
Orders from those shoppers
New customers among them
New Google reviews for the salon
Google visits to the blog in our last month
Line chart of running total of online sales from organic search, Sep 2024 to Sep 2025. The last point, Sep 2025, is $284,328.65.
Each point is the total so far at the end of that month.
Where they started
A salon with few reviews and a quiet blog
The salon had few reviews on Google when we started, and most came in a single month, Feb 2024.
The store had a blog, but it got about one new post a month in the year before.
What we did
The work, in plain words
Review automation built into the salon's booking system. After a visit, each client got a text or email asking for a review.
Local search work on the salon's Google listing in Southern Utah, aimed at the search words the owners gave us.
A new post on the store's blog almost every day. About 396 in all.
11,577 fixes across 964 store pages: links, page titles, page descriptions and photo text.
In the first months: a CRM to hold their customer list, text message setup and daily social posts.
The salon: reviews
Reviews came in 2.7 times as fast
Bar chart of new reviews each month, Aug 2023 to Sep 2025. The shaded band marks the months we worked together. A dashed line marks Mar 2025: Review automation goes live. The last bar, Sep 2025, is 1.
Each bar is the new reviews Google shows for that month.
93 of them are five-star.
Up from 2.6 a month in the year before we started.
Out of 94. The 31 older reviews got a reply too.
The salon already had QR codes at each chair before the review automation went live. While we worked, 20 new reviews came in the 6.5 months before the automation and 74 in the 7 months after, with new reviews every month.
The salon: Google visits
Google visits to the salon's website more than doubled
The salon's website started counting visits in Feb 2024. So before means Feb to Jul 2024.
The store: the blog
A blog Google sends visitors to
Line chart of Google visits to the blog, Aug 2023 to Sep 2025. The shaded band marks the months we worked together. The last point, Sep 2025, is 1,321.
Visits from organic Google search that landed on a blog page.
Up from about 110 a month the year before.
Up from 13 in our first month.
Out of about 396 written while we worked.
Shoppers started finding the store through AI assistants like ChatGPT in Oct 2024. In Sep 2025, our last month, it was about 48 visits.
289 of these posts show a date. The other 107 show none, but the store lists them after May 2025.
The short version
What it added up to
Online sales from search. $284,329 from shoppers who found the store on organic search, over 13 months.
More reviews, faster. 94 new Google reviews, 2.7 times as fast as before.
A blog that works. Google visits to the blog went from about 110 a month the year before to 1,321 in Sep 2025, our last month.
A cleaner site. 11,577 fixes on 964 store pages.
Where every number came from
Every number, and its record
Each figure on this page comes from a saved record we can open on a call.
- Online sales, orders and new customers from shoppers who first found the store on organic searchGoogle Analytics, the online store's account, purchases by the channel that first brought each shopper (first user channel: Organic Search), Sep 2024 to Sep 2025
- The online sales chartGoogle Analytics, the online store's account, purchases by the channel that first brought each shopper (first user channel: Organic Search), Sep 2024 to Sep 2025
- Store visits from AI assistantsGoogle Analytics, the online store's account, visits by source: chatgpt.com, gemini.google.com, perplexity.ai and copilot.microsoft.com, Aug 2023 to Sep 2025
- Google reviews: at the start, at the end, new and five-starGoogle's public list of the salon's reviews, Sep 2023 to Sep 2025
- Reviews with a replyGoogle's public list of the salon's reviews, Aug 2024 to Sep 2025
- New reviews a month, and how much fasterGoogle's public list of the salon's reviews, Aug 2023 to Sep 2025
- The reviews chartGoogle's public list of the salon's reviews, Aug 2023 to Sep 2025
- Review automation goes liveOur project record, Mar 2025
- New reviews before and after the review automationGoogle's public list of the salon's reviews, Aug 2024 to Sep 2025
- Salon website visits from organic Google searchGoogle Analytics, the salon website's own visits, Feb 2024 to Aug 2025
- Google visits to the blog, and the pages they landed onGoogle Analytics, the store's organic Google search visits, Aug 2023 to Sep 2025
- The blog chartGoogle Analytics, the store's organic Google search visits, Aug 2023 to Sep 2025
- Blog posts, before and while we workedThe store's public list of blog posts, Aug 2023 to Sep 2025
- New posts that earned Google visitsGoogle Analytics, the store's organic Google search visits, Aug 2024 to Oct 2025
- Site fixesOur log of fixes made on the site, Aug 2024 to Sep 2025