SEO Review: Alexis Lewis –

I posted a few days back in our Facebook group, offering to do an SEO review on 10 websites belonging to businesses in the scalp micropigmentation industry. In response to requests that followed, this SEO review is for Alexis Lewis of

During this review, I examined the following:

  • On-page SEO elements of a typical page on each website
  • The overall structure of each website
  • Social proof and reviews
  • Internal linking
  • Inbound links and spam score
  • Speed and security
  • Recommendations

I won’t explain each of these in detail because I’m hoping their explanations will become clear during the assessment. So here we go!

on page seo elements of a typical page

The first thing I look for are pages specifically targeting keywords for the primary services offered. Your home page is not the place for this. Google wants your home page to act as a gateway to the information pages on your site, and it’s actually quite hard to rank a home page for a big search term.

Alexis’ primary service is scalp micropigmentation, so she needs a page that screams relevancy for this keyword. Alexis does have a specific page for SMP (visit page) so I’ll use this page as an example for the purpose of this review.

  • The title tag and H1 headline are optimal for SEO.
  • The page needs more content. Ranking for a primary search term requires comprehensive, useful content that answers questions the visitor may have about the service. The aim is to make your content better than your local competitors and ensure that people who find your page are able to gain insightful information about the service. Google tracks user behavior and can tell when people do not get what they need from the content on your page.
  • This page makes heavy use of the term ‘SMP’ which is fine, but the main content only features the primary search term ‘scalp micropigmentation’ once.
  • Aside from that, the rest of the content looks good. The page features images with ALT tags which increase the relevancy of the page for the term.

Regarding the other service pages, the Women, Scar and Alopecia pages don’t feature the term ‘scalp micropigmentation’ at all, and don’t have nearly enough content. These pages need at least 500 words of useful content each, and the main SMP page needs at least 1000 words.

overall website structure

This website adopts a flat hierarchical structure, but there is content on the site that could be better structured.

Consider changing the URL of your main SMP page to and turning your other pages (women, scars, alopecia, aftercare, policies etc) into child pages of the main SMP page, for example This creates a silo structure which is much more powerful.

In-content links are powerful and send better relevancy signals to Google than navigation or footer links. Once your silo structure is in place, you should interlink the pages using in-content links. Make sure you link all child pages to the main SMP page, and try to link the child pages to each other for better indexing and relevancy signals.

social proof and reviews

The website links to two social media channels: Facebook and Instagram. Both accounts are fairly active, which sends a signal to Google that this website represents an active business. However, I can’t find any connection from the website to your Google Business profile (visit page). This is important for SEO. 

Complexion Tattoo currently has no reviews on either Google or Facebook. This is not only an issue for SEO, but can also have a negative effect on conversions. Customers look for social proof and reviews now, so this should be addressed as a priority.

internal linking

An internal link is where you link from one page of your website to another page of your website. These are in-content links and do not include links within menus or the footer. Internal links are critical for SEO because they help Google to understand what your website is about, and which are your most important pages.

I didn’t find any internal links on this website, so Alexis is missing a trick here. For a good example of internal linking, check out our Sacramento page.

inbound links and spam score

Aside from your website content, inbound links, sometimes called ‘backlinks’, are by far the most important part of your SEO strategy. An inbound link is where another website links to your website, and Google views this as a vote of confidence. Generally speaking, websites do not link to spammy or illegitimate websites, so if someone is linking to you, it reinforces the message that your website is the real deal.

All inbound links are not created equal, in fact, too many poor quality links can actually hurt your site. You should be aiming for links from authoritative websites (local news websites, big blog sites, local business associations etc), or from websites that are highly relevant to our industry (like Team Micro, What Clinic etc). The best links are both authoritative and relevant.

We use Moz to measure your inbound link power. They produce a metric called Domain Authority (DA) which is a score from 1-100. Higher scores are granted to websites with a good number of authoritative links, and a low number of poor quality links from spammy websites.

It is important to note that the scale is not linear…. getting from DA1 to DA10 is relatively easy, but jumping to DA20 is MUCH harder. Most sites never make it past DA15. Team Micro is a DA32 website, but its taken years of diligent SEO to get there.

Your spam score represents the % of websites with similar inbound link profiles that have been penalized or banned by Google. For obvious reasons, you want to keep this low, like less than 2%. has a DA1 score and a spam rating of n/a which is indicative of a brand new website, or a website that has had no SEO work completed. Your website will not rank for anything meaningful without inbound links, so this needs to be addressed as a matter of urgency.

You need a paid Moz subscription to see all the data, but you can see the top line stats here, and I’ve included screenshots taken from our Moz account below.

moz overview for

moz spam score for

speed and security

Your website speed is a huge ranking factor now, as Google now uses mobile-first indexing. This is understandable, especially in the SMP and PMU industry where around 80% of your website visitors are using mobile devices to access your content.

Security is also important, and directly influences rankings. Your website should be on https:// not http:// and this is mandatory if you are processing customer data online.

We use GT Metrix, the industry standard, to measure speed. Alexis’ website is getting a speed rating of 47% and takes 5.8 seconds to load, which is really slow (verify here).

A score of 47% is low enough to have a significant impact on Alexis’ rankings.

Alexis’ website is fully https:// secure with no security-based warnings.


The following actions should be undertaken as soon as possible to strengthen the SEO of this website:

  • All pages on this website need a lot more text content.
  • The main keyword for each page should be included once in the opening paragraph of each page, then just write naturally, ensuring the main keyword and synonyms (related keywords) are used when appropriate.
  • A silo structure is recommended for this website, as detailed above.
  • In-content internal links should be added to all of the most important pages to interlink them. The best way is to add links where it is topically relevant and useful to do so.
  • The website should be connected to the Google Business account.
  • This business urgently needs Facebook and Google reviews.
  • Some high quality inbound links are needed, however as this website has no links at all, links need to be added carefully to ensure the activity looks natural. Maybe reach out to local news websites, and you’ll also need some careful link planning to ensure natural diversity.
  • The speed of this website is a problem. The photos on the site need to be optimized and a suitable caching system should be implemented to prevent the website from loading from scratch every time the site is requested by a visitors device.

additional checklist

These are additional steps that every website owner should take. We didn’t verify these, or were unable to, for this specific website, but make sure you have these covered:

  • Register and verify your website in Google Search Console.
  • Create an XML sitemap and register it with GSC (above).
  • If you have a .com domain, register your target country with GSC (above).
  • Make sure you have at least 10 citations. These are mentions of your business online including name, address and phone number data (NAP), and may or may not include a link to your website. Good sources are Yelp, Yellow Pages, local business directories etc.
  • Disavow any spammy links coming into your website using the Google Disavow Tool.
  • Make sure you have at least a few reviews on the most important review sites – Google Business, Facebook and Yelp.
  • Ensure your website links to all your social media accounts including (if you have them) Facebook, Instagram, Google Business, Pinterest, YouTube etc.
  • You need dedicated pages for each of your key services.
  • Your address and contact information needs to be included in full on your contact page, matching the format shown on your Google Business listing.