How Local SEO Took Over Amsterdam: The Lana Skyn Story

Unnamed Project share their Global Search Awards story.

In a city as competitive as Amsterdam, standing out as a local beauty clinic isn’t easy. For Lana Skyn, a premium aesthetics studio that is known as the best laser hair removal in Amsterdam, the reliance on paid ads was once the only dependable growth strategy.

That changed when we launched a hyper-local SEO campaign that didn’t just match ad performance, it outperformed it.

Our agency, a small team passionate and young marketers, partnered with Lana to build a sustainable growth engine powered by search. With no big budget or case studies to lean on, we were driven by one belief: SEO should serve real people in real places.

About Our Campaign

When we first met Lana, her clinic was generating just three bookings a month from organic search. She was skeptical (rightly so) about whether SEO could compete with her local ads.

But with a modest monthly budget of €295, we built a strategy rooted in local search intent, client behavior, and operational integration.

We focused on one high-conversion service:

Lemon Bottle fat-dissolving treatments. Our goal?

• Grow traffic from 135 to 800+ monthly visitors
• Increase bookings to 15/month
• Shift from 90% paid traffic to 90% organic

The SEO Strategy

The campaign evolved in three layers:

1. High-converting landing pages for local bookings
2. City-specific service articles targeting keywords like “Lemon Bottle Amsterdam”
3. Educational blog content used in consultations, aftercare, and DMs

In April 2025, we integrated Wix Bookings to improve conversion tracking and streamline the user journey. This allowed us to follow every organic journey from first click to final appointment.

The content wasn’t just written for Google, it became part of the in-clinic experience. Lana’s team used blog posts to answer FAQs, share in DMs, and guide client conversations.

We also earned local backlinks from Dutch beauty forums and Amsterdam-based media, strengthening Lana’s authority and visibility.

Results That Speak for Themselves

The numbers exceeded even our boldest expectations:

• Organic traffic: 135 → 2,000+ visitors/month (97% from the Netherlands)
• Lemon Bottle bookings: 3 → 35/month
• Paid traffic: reduced to under 10%
• Blog CTA clicks: 232 → 702
• Revenue ROI: Over €50,000 in revenue from a €12,275 total investment (~6x ROI)

This campaign proved that small agencies with local insight and a clear strategy can outperform big-budget ads, and more importantly, serve communities meaningfully.

What the Global Search Awards Mean to Us

Being shortlisted for the Global Search Awards 2025 is more than recognition, it’s a validation of the creativity, belief, and hustle that drives everything we do.

We didn’t have automation tools, a large team, or big-name clients, we had a vision, a trusted client, and a focused strategy.

“Entering the awards was intimidating at first, but being shortlisted made us realize how far we’ve come. To be recognized on a global stage for a truly local campaign and low budget campaign is both humbling and energizing.” 

~ Giomero Brand, Founder

“What I love most is the way Unnamed Project’s team embedded SEO into our day-to-day clinic experience. It completely changed how I view marketing. It’s not just about traffic, it’s about how we can educate and truly connect with our clients. Whether it’s tattoo removal in Amsterdam or Lemon Bottle treatments, our goal is to help where we can.”

~ Lana, Owner of Lana Skyn