Key figures
- searches for “institut de beauté” per month in France
- 40,500
- searches for “institut de beauté” per month in France
- Google reviews for the median listing
- 86
- Google reviews for the median listing
- Study average: 27
- median score of the 115 sites analysed, out of 100
- 68
- median score of the 115 sites analysed, out of 100
- Study average: 71
How customers search for a beauty salon
“Institut de beauté” is searched 40,500 times a month in France, including 1,600 for “institut de beauté paris”, 880 for “institut de beauté toulouse”. “Institut de beauté près de moi” (beauty salon near me) adds 40 searches a month. But clients mostly search for a treatment: waxing, facials, manicures, brows and lashes, massage, with the neighbourhood or “near me”.
Before booking, they compare three things: the treatment menu, the prices, the photos. An ad click costs €0.49 on average for “institut de beauté”, but the booking is decided elsewhere: on the Google Business Profile and on the page that shows the prices.
| Google search | Searches / month | Cost per ad click |
|---|---|---|
| institut de beauté | 40,500 | €0.49 |
| institut de beauté paris | 1,600 | €1.32 |
| institut de beauté lyon | 1,000 | €0.86 |
| institut de beauté marseille | 590 | €0.79 |
| institut de beauté toulouse | 880 | €0.85 |
| institut de beauté bordeaux | 1,300 | €0.69 |
| institut de beauté nantes | 720 | €1.09 |
| institut de beauté lille | 720 | €0.96 |
| institut de beauté près de moi | 40 | n/a |
| site internet institut de beauté | 30 | n/a |
| référencement institut de beauté | 10 | n/a |
What Google shows for “institut de beauté paris”
Survey of 18 October 2026: the Google Maps card block (local pack) takes the top of the page. In the top ten positions, no standard result appears below Google’s blocks.
- Google Maps local pack
- No standard result in the top ten positions
What we measured on 115 beauty salon websites
We collected the top 200 Google Maps listings for “institut de beauté” in Paris and Toulouse, then ran each of the 115 websites belonging to these businesses through our free analysis. 12% of listings show no website at all and 19% only link to a platform (planity.com, instagram.com, widget.treatwell.fr).
86% of beauty salon websites have no FAQ on the home page
Share of sites failing the check, compared with the average across the study’s 24 trades and 7 cities.
Have no FAQ on the home page: 86% ; Have no llms.txt file: 72% ; Do not describe the business in structured data: 62% ; Do not have a meta description of 70 to 165 characters: 60% ; Have no enquiry form on the home page: 60% ; Have no clickable phone number or WhatsApp on the home page: 56% ; Do not have a single H1 saying what the business sells: 51% ; Have fewer than 400 words on the home page: 47% ; Do not have a page title of 25 to 65 characters: 41% ; Have no share preview (Open Graph): 30% ; Have fewer than 10 internal links on the home page: 29% ; Do not declare a canonical URL: 28% ; Do not publish a sitemap: 22% ; Leave more than 20% of their images without a description: 14% ; Do not declare their language: 9% ; Are not mobile-friendly (no viewport tag): 6% ; Are not on HTTPS: 4% ; Block at least one AI assistant in their robots.txt: 1% ; Block Google in their robots.txt: 1%.
| Check | Beauty salons | Study average |
|---|---|---|
| Have no FAQ on the home page | 86% | 81% |
| Have no llms.txt file | 72% | 80% |
| Do not describe the business in structured data | 62% | 55% |
| Do not have a meta description of 70 to 165 characters | 60% | 50% |
| Have no enquiry form on the home page | 60% | 48% |
| Have no clickable phone number or WhatsApp on the home page | 56% | 39% |
| Do not have a single H1 saying what the business sells | 51% | 45% |
| Have fewer than 400 words on the home page | 47% | 40% |
| Do not have a page title of 25 to 65 characters | 41% | 41% |
| Have no share preview (Open Graph) | 30% | 28% |
| Have fewer than 10 internal links on the home page | 29% | 26% |
| Do not declare a canonical URL | 28% | 21% |
| Do not publish a sitemap | 22% | 18% |
| Leave more than 20% of their images without a description | 14% | 21% |
| Do not declare their language | 9% | 6% |
| Are not mobile-friendly (no viewport tag) | 6% | 5% |
| Are not on HTTPS | 4% | 4% |
| Block at least one AI assistant in their robots.txt | 1% | 2% |
| Block Google in their robots.txt | 1% | 1% |
Source: FindMyCompany scanner, 115 sites scanned on 18 October 2026.Read the method
| City | Maps listings | Sites analysed | Median score | Reviews (median) |
|---|---|---|---|---|
| Paris | 100 | 54 | 67 | 113 |
| Toulouse | 100 | 63 | 70 | 78 |
The mistakes that cost beauty salons customers
A listing that points to the platform
19% of the beauty salon listings surveyed have only a platform page as their website, more often than the average trade in the study. The platform fills slots, but it also shows the salons nearby, takes its cut and keeps the relationship with the client.
A home page that does not name the treatments
51% of the beauty salon websites analysed have no main heading that says what they offer, more often than the average trade. “Welcome” ranks for no search; “Waxing and facials in Paris” does.
No way to book or call in one tap
56% of the beauty salon websites analysed have no tappable phone number on the home page, more often than the average trade. On mobile, a client who cannot find the button goes back to the platform.
Priority actions
Complete your Google Business Profile
The exact primary category, real secondary categories, treatments and prices on the listing, opening hours, recent photos of the treatment room and the reception, a link to your website.Publish your treatment menu as text
Every treatment with its duration and its real price, as text Google can read, not as an image or a PDF.One page per signature treatment
Waxing, facials, manicures, brows and lashes: how it runs, how long it takes, the price, contraindications if there are any, a booking button.Take bookings directly from your website
A booking button and a tappable phone number at the top of every page; the platform can stay your diary tool, your website stays the front door.Ask for a review after every treatment
By text message with the link to your listing, the same day. Google allows you to ask for reviews, not to buy or filter them.
Frequently asked questions
Are Planity or Treatwell enough?
They fill slots and bring real visibility. The downside: the client books with the platform, which also shows them the salons nearby. A well-built website and Google Business Profile bring direct bookings, which stay yours.
Should I show my prices on my website?
Yes. Clients compare before booking; a treatment menu with real prices, as text, answers their question and gives Google what it needs to rank you for each treatment.
Can Instagram replace a website?
Instagram shows your work, but it does not rank for “épilation près de moi” (waxing near me). Keep it for the photos and link it to your website, which carries the treatments, the prices and the booking.
Method
Google Maps results (up to 100 listings) for the trade’s search query, centred on the city, collected via OpenSEO on 18/10/2026. Free website analysis (lib/audit.js): home page, robots.txt, sitemap.xml, llms.txt. No paid tools. Listings without a website, platform pages (Doctolib, Planity, Facebook, Instagram, Google Sites…) and network pages appearing 3 times or more: counted in the listings, not in the sites analysed. The score out of 100 is the tool’s own, which also counts server response time (4 points out of 100). Server response times are not published: they were measured from outside France and do not reflect what a visitor in France sees. No business name or website address is published: only aggregated statistics.
Search volumes: Average monthly search volumes on Google, France, French language, Google Ads data via OpenSEO (DataForSEO). CPC = estimated average cost of an ad click, in euros.
The data covers businesses in France (websites and Google Maps listings in French cities), and searches and volumes are from Google France.