Madison Reed
International SEO Case Study: Growing Madison Reed’s Organic Presence in the Beauty Industry
Madison Reed is a fast-growing beauty brand headquartered in San Francisco, operating nearly 100 Hair Color Bar locations across the United States and distributing its products through 3,500+ retail partners nationwide. As the brand scaled its omnichannel presence, it needed a search strategy capable of supporting both national brand visibility and local customer acquisition. Delante developed a comprehensive SEO, Local SEO, and AISO (AI Search Optimization) strategy designed for large-scale growth. The project focused on building strong global organic visibility for non-brand and informational queries, while simultaneously strengthening local search presence for individual salon locations across the U.S. By combining content-driven SEO, scalable local search optimization, and AI-ready content structures, the strategy enabled Madison Reed to expand its discoverability across traditional search engines and emerging AI-driven search experiences, supporting both online traffic growth and offline foot traffic to physical locations. The result was a scalable search ecosystem designed for a modern omnichannel brand—connecting national visibility, local intent, and AI-powered discovery.
Challenge
To increase organic traffic, conversions. Need a good company to oversee SEO and support the ongoing process with Audit, link building, tech. Madison Reed, a rapidly expanding beauty brand headquartered in San Francisco, operates an omnichannel model that combines e-commerce, nearly 100 Hair Color Bar locations across the U.S., and distribution through more than 3,500 retail partners. As the brand scaled, search needed to support both national brand visibility and local customer acquisition. However, the company faced several challenges in organic search. First, despite strong brand recognition, non-brand organic visibility was limited, especially for high-intent beauty queries related to hair color products and inspiration. This meant that potential customers searching for solutions were often discovering competitors instead. Second, the existing content ecosystem lacked a clear SEO-driven content strategy. Many articles targeted overlapping topics, which created keyword cannibalization and reduced the ability of individual pages to rank competitively. Third, the brand’s rapid expansion of physical locations required a scalable approach to Local SEO, ensuring that customers searching for nearby hair color services could easily find and visit the nearest Madison Reed Hair Color Bar. Finally, the brand needed to adapt its search strategy to the evolving search landscape, including AI-driven discovery platforms, requiring content that was structured and optimized not only for traditional search engines but also for AI-powered search experiences (AISO). As a result, Madison Reed needed a scalable search strategy combining global SEO, Local SEO, and AI-ready content optimization to support both online growth and offline traffic across the United States.
Solution
To support Madison Reed’s rapid expansion and omnichannel business model, Delante implemented a scalable SEO, Local SEO, and AISO (AI Search Optimization) strategy designed to strengthen both national organic visibility and local discovery across the United States. The first step was developing a data-driven SEO content strategy focused on high-intent search queries related to hair color, inspiration, and hair care. Existing content was audited and restructured to eliminate keyword cannibalization, while new content clusters were created to build topical authority around key product and informational topics. At the same time, Delante expanded the brand’s organic visibility for competitive non-brand keywords, enabling Madison Reed to reach new audiences actively searching for hair color solutions rather than relying solely on branded traffic. Given the company’s nearly 100 Hair Color Bar locations, Local SEO became a critical component of the strategy. Delante optimized location visibility in search by improving local signals, strengthening location pages, and supporting scalable local search performance across the U.S. market. Finally, the strategy incorporated AISO (AI Search Optimization) principles. Content structures, entity signals, and topical coverage were optimized to improve discoverability not only in traditional search engines but also in emerging AI-driven search environments. By combining global SEO growth, scalable Local SEO, and AI-ready content optimization, Delante built a search ecosystem capable of supporting Madison Reed’s nationwide brand expansion and omnichannel growth.
Results
+76.9% growth in organic search visibility +41% increase in organic traffic +33% increase in revenue from organic search Top positions for high-volume beauty keywords in the U.S. market
As Madison Reed continued to scale our omnichannel presence across the U.S., we needed a strategic partner who could take a holistic approach to SEO. With significant organic traffic already in place, our goal was to unlock further growth through a stronger technical foundation, a clearer SEO content structure, and a scalable link-building strategy. Delante brought the expertise and strategic oversight we were looking for—helping us refine our SEO approach and support our long-term organic growth
Jessica Vartabedian, Senior Growth Marketing Manager, Madison Reed
