SEO Specialist for Beauty Retail Site - SEO & Performance Marketing

Summary of the Project

This confirms the scope of work for the SEO specialist working on Miss Euniverse Hair & Beauty (misseuniversehair.com, run on Shopify). The immediate priority is SEO — technical SEO, on-page optimisation, content strategy, and local/backlink work — with a longer-term move into AI/generative search optimisation and paid ads once the SEO foundation is solid. The business has three sides (professional wig services, retail wig sales, and hairdressing/wig install), and the SEO strategy should serve all three rather than just one. Part of the scope also includes fixing the branded search issue, where Miss Euniverse Hair currently gets buried under unrelated pageant results.

Budget: $40/month

Milestones — what they're doing at each stage:

Month 1 — Set Up SEO Foundation

Deliver a full SEO audit of the Shopify site (technical, on-page, content)
Deliver keyword research mapped to 25 target keywords
Deliver a written SEO strategy document with quick wins vs. longer-term actions
Fix meta titles, meta descriptions, and H1 tags site-wide
Add missing schema markup (Organization, WebSite, BreadcrumbList, LocalBusiness)
Add favicon, image alt tags, and social media links
Begin directory listings and backlink outreach — target 50+ quality, relevant backlinks
Start addressing the branded search issue (Miss Euniverse Hair buried under pageant results)

Month 2 — Move Into AI/Generative Search Optimisation

Optimise content and structured data so the site can surface in AI-generated answers (ChatGPT, Google AI Overviews, Perplexity, etc.), not just traditional search
Continue backlink outreach and directory listings toward the 50+ target
Optimise Google Business Profile
Continue progress on the branded search issue

Month 3 — Content & Review

Deliver a content plan/calendar targeting the 25 priority keywords
Publish first round of SEO content (blog/landing pages)
Provide a ranking and traffic report against the 25 target keywords
Provide a recommendation on whether to proceed into Google Ads

Month 3–4 onward — Paid Ads (if agreed)

Set up and manage a Google Ads campaign UK-wide
Set up Meta Ads if performance supports it
About the Business

Miss Euniverse Hair & Beauty is a UK-based wig business, based in Milton Keynes, run by a wig construction specialist. We operate online via Shopify (misseuniversehair.com), in-chair in Milton Keynes, and by post UK-wide.

The business has three distinct elements — the SEO strategy should serve all three:

Professional wig services — construction, revamp/restoration, reconstruction, lace customisation, colour services, repairs, topper care
Retail — selling wigs — ready-to-ship glueless human hair wigs and bundles via the online shop
Hairdressing / wig install & styling — in-chair appointments, wig installs, styling, makeup add-ons

What we do (detail):

Custom wig construction (cap sizing/fitting, closures, frontals, wefting, U-part, half wigs, headband wigs)
Wig customisation (bleaching knots, lace tinting, plucking, colouring/toning)
Wig resizing, revamps, reconstructions, repairs, and maintenance
Topper care and repairs
Wig installs (closure, frontal, glueless, sew-in) and styling
Selling ready-to-ship glueless human hair wigs and bundles

Brand identity: Our core identity has two equal specialities: custom wig making and wig revamp / restoration. We're both a custom wig maker and a wig revamp specialist — not one or the other. We're one of few properly caring for wigs across their full lifespan, not just making them.

Brand name note: Our business name is Miss Euniverse Hair (a play on the owner's name, Eunice + "universe") — not a typo, and not affiliated with the Miss Universe pageant. When people search our brand name, we currently risk being buried under pageant-related results. Part of the scope is advising on and fixing this (branded search strategy, structured data, Google Business Profile, etc.).

Who We Target
UK-wide customers who wear wigs regularly and need ongoing wig care — washing, restoration, lace replacements, revamps
UK-wide customers seeking custom, well-fitted wigs (not off-the-shelf)
Customers with textured, afro, and mixed-race hair types seeking glueless, natural-fitting wigs
Alopecia and hair-loss community seeking wigs, hair systems, and help maintaining them
Local Milton Keynes/Buckinghamshire clients wanting in-chair/in-store professional wig services or styling
Instagram audience: @misseuniversehairmk (Milton Keynes based, ~1,000 followers, growth-stage)
Scope of Work

The specialist is covering:

SEO (primary focus) — audit and improve on-site SEO (Shopify), technical SEO, content strategy, local SEO, and link building/directory outreach
AI/generative search optimisation — from Month 2, optimising for AI-generated answers (ChatGPT, Google AI Overviews, Perplexity, etc.)
Paid ads (once SEO foundation is set) — Google Ads and Meta Ads management
Light website input — flagging/advising on structural or content issues that affect SEO (not full web design)

Sequencing: SEO first to build organic ranking, then AI search optimisation, then Google Ads, then possibly Meta Ads.

Keywords to Focus On

Priority is broad, high-volume terms over narrow niche ones — we want to show up whenever someone searches anything wig-related, not just our specific service names.

Broad/high-priority terms (main aim — wig making and wig revamp are equal top priority):

Wigs
Wig making
Wig maker
Wig revamp
Custom wigs / custom made wigs
Wig install
Wig spa / wig wash
Wig styling
Hairdresser / hair stylist (where relevant to wig install & styling services)

Core/head terms:

Custom wigs UK
Wig construction specialist
Human hair wigs UK
Glueless wigs UK
Custom wig maker

Service-specific (more niche — secondary priority):

Wig customisation
Wig resizing / wig alteration
Wig closure / frontal customisation
Wig maintenance service
Topper care and repair

Wig revamp cluster (equal priority to wig making — a few extra terms worth targeting):

Wig revamp
Hair revamp
Wig restoration
Wig repair UK
Wig reconstruction
Lace replacement
Lace repair
Wig re-lace / re-laced wig
Wig re-toning / colour correction

Audience-specific:

Wigs for afro hair / textured hair wigs UK
Alopecia wigs UK
Wigs for hair loss UK
Note: for the Caucasian and Asian market, buyers rarely search by ethnicity — they search by the problem they're solving. Worth targeting: fine hair wigs, thinning hair wigs, wigs for thin hair, volumising wigs, European hair wigs, natural-looking wigs, postpartum hair loss wigs, menopause hair thinning wigs, cancer/chemo hair loss wigs

Local (Buckinghamshire/Milton Keynes, alongside UK-wide):

Wig maker Milton Keynes
Wig specialist Milton Keynes
Wig maker Buckinghamshire
Hairdresser Milton Keynes (for install/styling side)
Deliverables & Reporting Cadence
SEO audit of misseuniversehair.com (Shopify)
Keyword strategy and content plan
On-page optimisation (product/collection pages, metadata)
Local SEO / directory & backlink strategy
Ongoing reporting cadence
Timeline to move into AI search optimisation and Google Ads management