The plan, in four tiers
FoundationFree tools
Tier 1
WhyWhen locals search, you don't show up.
WhatBasic setup of your website + Google.
HowPut the words people actually type onto your site; set up your map listing.
Tools: Google Keyword Planner · Search Console · Google Business Profile · Schema markup — all free.
Competitive~$140/mo
Tier 2
WhyOther salons are getting bookings that could be yours.
WhatSee what's working for them, and beat it.
HowA paid tool shows their winning search terms; we go after those and the ones they miss.
Tools: SEMrush ($139.95) — or Ahrefs.
Dominance / AI-first~$220–700/mo
Tier 3
WhyPeople now ask ChatGPT "best salon near me" — it names one.
WhatShow up on Google and the AI apps.
HowTools that watch if AI recommends you, track your exact map rank, and shape your pages to get picked.
Tools: SEMrush · Profound ($99–399) · Local Falcon ($49.99) · Surfer (optional).
Full Stack~$870–1,300/mo
Tier 4
WhySo you never wonder "is this working?"
WhatProof you can count.
HowTag which calls came from Google, simple monthly report, run across all your locations.
Tools: SEMrush Business · CallRail ($50–195) · BrightLocal ($39–59) · AgencyAnalytics / Looker · Screaming Frog.
Tiers stack. Each one adds to the tier below it — a Tier 3 client runs the free tools plus SEMrush plus the AI + local tools.
Every tool — name, cost, what it does
Free (Google)
Google Keyword PlannerFree
The real words people search + how many search them.
Google Search ConsoleFree
What your own site already gets found for.
Google Business ProfileFree
Your salon's listing on Google Maps + Search.
Schema markupFree
Code that helps Google + AI understand your site.
The engine
SEMrush$139.95–$499.95
Competitors' exact keywords, the gaps, rank tracking, content. (Pro / Guru / Business.)
Ahrefs (alt)$129–$249
Same job — best-in-class keyword + link data.
AI search
Profound$99–$399
Tracks whether ChatGPT / Perplexity / AI Overviews recommend you.
Otterly.AI (budget alt)from $29
Lighter version of the same AI-mention tracking.
Local
Local Falcon$49.99
Your exact rank on the Google map, across a neighborhood grid.
BrightLocal$39–$59
Local listings, citations, reviews, multi-location rank tracking.
Content
Surfer SEO~$99
Helps write pages + FAQs that rank.
Proof + reporting
CallRail$50–$195
Tracks which phone calls / bookings came from search.
AgencyAnalytics$59–$349
White-label monthly client reports + dashboards.
Looker Studio (free alt)Free
Google's free reporting dashboards.
Technical
Screaming Frog~$23 ($279/yr)
Deep crawl of the whole site — every broken link, missing tag.
Ads
Google / Meta Adsad budget
Paid ads — the cost is the spend, not a subscription. Run in their free dashboards.
Tool costs aren't the client's price. The numbers above are what Storm spends to run the work. Your service fee sits on top.