Your Clients Aren't Googling "Salon Near Me" Anymore - Here's Where They Actually Look

The way people find salons has completely changed. If you're not showing up in the right places, you're invisible to your future clients.

Think about how you found your last restaurant. Did you Google it? Or did you ask a friend, check Instagram, scroll TikTok, or maybe even ask Siri?

Your clients do the same thing when they're looking for a new salon. And if your only strategy is hoping to rank on Google, you're missing most of them.

Let me show you what's actually happening - and how to fix it.

The Salon Discovery Shift

Here's a stat that should make you pay attention: nearly 1 in 5 people now use voice search. And by 2028, over a third of all searches will happen through AI assistants like ChatGPT.

When Someone asks their phone "What's the best hair salon near me?" - your Google ranking doesn't determine the answer anymore. The AI does. And it uses completely different criteria than Google.

But that's just the start.

Where your clients actually look:

• Instagram - scrolling through transformation posts and stories

• TikTok - searching "best salon [your area]" or watching hair/beauty content

• Friends and family - asking for recommendations in group chats

• AI assistants - ChatGPT, Siri, Alexa giving direct recommendations

• Google Maps - but reviews matter more than website SEO

If you're invisible on those platforms, you're invisible to a huge chunk of potential clients.

The Three Places You Need to Show Up

1. Social Media (Where They Browse)

Your future clients are scrolling Instagram and TikTok every day. They're not searching for salons - they're being inspired by content. When they see a stunning colour correction or satisfying blowout video, they save it. They follow the salon. They remember you when they need a booking.

What works right now:

• Before/after transformations (still the most saved content type)

• "Day in the life" behind-the-scenes content

• Quick tips and advice (builds trust before they ever book)

• Client testimonials and reactions

• Trending audio with salon-relevant content

You don't need to go viral. You need to show up consistently so when someone IS ready to book, you're already familiar.

2. Reviews and Recommendations (Where They Validate)

Nobody books a salon without checking reviews first. But it's not just Google reviews anymore.

Where clients check you:

• Google Business Profile (still important - but it's the reviews, not your website)

• Instagram comments and tagged posts

• TikTok comments asking "where did you go?"

• Facebook recommendations in local groups

• AI assistants summarising what people say about you

Here's what's changed: AI tools like ChatGPT are now pulling from reviews, social mentions, and online discussions to recommend businesses. If people are saying good things about you across multiple platforms, AI notices. If they're not talking about you at all, you don't get recommended.

The fix: Make it ridiculously easy for happy clients to share their experience. A simple "Would you mind posting a quick review? It really helps us" after a great appointment goes a long way.

3. Your Google Business Profile (Where They Convert)

I said Google rankings don't matter as much - but your Google Business Profile absolutely does. This is where clients book, call, and get directions. Most of them never visit your actual website.

What to optimise:

• Photos - lots of them, updated regularly, showing your work and space

• Reviews - respond to every single one (yes, every one)

• Posts - GBP lets you post updates, offers, and content directly

• Services - list everything with accurate pricing

• Hours and contact info - keep it current

Think of your GBP as your real homepage. Because for most clients, it is.

The New Client Journey (A Real Example)

Let me walk you through how a new client actually finds a salon in 2026:

Sarah is scrolling TikTok after work. She sees a satisfying balayage transformation video and saves it. She doesn't think about booking - she just liked the content.

Two weeks later, she mentions to her friend she wants to refresh her hair colour. Her friend says "Oh, I saw this salon on TikTok - let me find it."

She finds your account, scrolls through your posts, watches a few more videos. She's building trust without you even knowing.

When she's ready to book, she searches your salon name on Google. She reads a few reviews, checks your prices, and clicks the "Book" button on your Google Business Profile

Notice what didn't happen: She didn't search "hair salon near me." She didn't compare 10 different websites. She didn't find you through SEO.

She found you through content, validated you through reviews, and converted through your GBP.

That's the 2026 client journey.

Your Action Plan for This Week

Day 1-2: Check Your Visibility

• Search for your salon on ChatGPT and ask "What's the best salon in [your area]?" Do you come up?

• Check your Google Business Profile. When was the last time you added photos or posts?

• Look at your last 10 Instagram posts. Would a stranger know what you do and why you're good?

Day 3-4: Ask for Reviews

• Text 5 recent happy clients asking for a quick Google review

• Post a story thanking clients who tag you (encourages more tags)

• Respond to any reviews you haven't replied to yet

Day 5-7: Create Content

• Film 3 before/after transformations this week

• Post at least one piece of content showing your work

• Add a new photo and post to your Google Business Profile

Small consistent actions beat big occasional efforts every time.

The Bottom Line

Your clients aren't sitting at a computer Googling "best salon near me" anymore. They're discovering salons through content, validating through reviews and social proof, and booking through Google Business Profile.

If your only strategy is traditional SEO and hoping people find your website, you're building on a shrinking foundation.

Show up where your clients actually look. Create content that inspires them. Make it easy to book when they're ready.

That's salon marketing in 2026.

Want a step-by-step system for attracting dream clients to your salon? Check out our resources at Grow a Salon - helping salon owners build businesses they love.