Late October in San Antonio brings a unique marketing moment that most salons miss: the intersection of Halloween and Dia de los Muertos. Both celebrations involve dramatic, beautiful makeup and styling…and both drive searches that your salon could be ranking for. Here’s how to turn seasonal culture into year-round SEO gains.
Create Seasonal Content That Ranks
Write a blog post about Dia de los Muertos makeup services. “Dia de los Muertos Makeup in San Antonio: Book Your Catrina Look” or “Sugar Skull Makeup for San Antonio’s Day of the Dead Celebrations.” These are terms people search for every October…and most San Antonio salons don’t have a dedicated page for them.
The same goes for Halloween. “Halloween Makeup Services in San Antonio” or “Costume Makeup and Styling for San Antonio Halloween Events.” Each post targets a specific search query and lives on your website permanently. Next October, it’ll rank even higher.
A makeup artist near the Pearl published a Dia de los Muertos portfolio page in October 2022. Without any promotion, it ranked on page one of Google by October 2023 and brought in 15 bookings. For tips on keeping your Google Business Profile polished alongside your content, our guide to Google Business Profile optimization for salons covers the fundamentals.
Showcase Your Work With Local Context
When you do Halloween or Dia de los Muertos makeup, photograph it beautifully and post it everywhere…your website, Instagram, Google Business Profile, and Facebook. Include San Antonio-specific context in your captions and alt text: “Dia de los Muertos catrina makeup for our client attending the Muertos Fest at Hemisfair Park.”
This local context helps Google connect your content to San Antonio-based searches. A post about “catrina makeup” could be from anywhere. A post about “catrina makeup for Muertos Fest in San Antonio” is specifically local.
Update Your Google Business Profile for the Season
Add seasonal services to your Google Business Profile: “Dia de los Muertos Makeup Application,” “Halloween Costume Makeup,” “October Special Event Styling.” Post weekly throughout October with photos of your seasonal work and booking availability.
Check your Q&A section and add: “Do you offer Dia de los Muertos makeup?” “Can I book Halloween makeup for a group?” “How far in advance should I book for October events?” These proactive Q&As can match searches and drive traffic to your profile.
Build Local Backlinks Through Events
San Antonio’s Muertos Fest at Hemisfair, the Day of the Dead celebrations at Market Square, and various Halloween events across the city all have websites and event listings. If you’re providing makeup services at any of these events, get listed on their vendor pages. If you’re sponsoring a local costume contest or community event, get a link on their site.
Each local backlink strengthens your overall SEO authority. Over time, these links help all your pages rank better…not just the seasonal ones.
Turn Seasonal Clients Into Regulars
Everyone who books a Dia de los Muertos or Halloween appointment is a potential year-round client. Capture their contact information and follow up in November with a welcome offer: “Loved doing your catrina look! Book any regular service in November and get 15% off.”
The seasonal event gets them in the door. Your follow-up and service quality keeps them coming back. We wrote more about turning seasonal appointments into year-round relationships in our graduation season retention guide for salons.
Play the Long Game
The content you create this October will work for you every October after this. Build it once, update it annually, and watch it compound. That’s the power of SEO…unlike social media posts that disappear in 24 hours, blog posts and service pages keep ranking for years. When you’re ready to complement your SEO with a strong website, our summer website diagnostic for salons offers a content playbook that keeps momentum going.
Need help building an SEO strategy for your salon? Explore our marketing products…designed for San Antonio beauty businesses.