Local SEO Case StudyHealth & Fitness
How Improved Google Rankings Led NBC News to Lumos Yoga & Barre
Jessica Benhaim needed her studio ready to compete the moment Philadelphia reopened. What started as a single campaign to rebuild search visibility during COVID became a multi-year partnership spanning studio expansions, a new Pilates location, and page-one rankings across the city, visibility strong enough that, years later, it led an NBC News team straight to her door.
The Results
From a Reopening Plan to a Multi-Studio Growth Engine
The Challenge
The City was Reopening. Lumos Needed to Show Up.
The Lumos Team came to BCC in the middle of COVID with a specific problem: Philadelphia was about to reopen, and they knew people would be searching for a yoga studio. Lumos needed to be the answer to that search, not buried behind competitors who’d spent the shutdown building their own visibility. The studio had a loyal following built the old-fashioned way, but almost none of that translated into search visibility.
“
I worked with the BCC Team on a campaign for my yoga studio business. We started working together during COVID to better position my business in search rankings and get more visibility when things reopened, and everything worked out as we planned
— Jessica Benhaim, Owner, Lumos Yoga & Barre
Our Approach
Built for Reopening, Then Built to Last
Getting Lumos ready for reopening meant solving for two different moments at once: what people were searching for right that second, and what they’d be searching for once COVID wasn’t the reason they were searching at all. The fix wasn’t a bigger push on the same strategy Lumos already had; it was a rebuild that worked for right now without expiring the moment “right now” changed.
1
Optimized for the searches COVID actually created
Nobody was searching “yoga studio near me” the way they used to — they were searching “outdoor yoga,” “yoga in the park,” anything that signaled safety. We built around those exact terms instead of waiting for pre-pandemic search behavior to come back.
2
Built individual studio pages that didn’t exist before
Lumos had one page trying to represent every location. We built a dedicated page for each studio, tailored to that location’s actual services. Green Street, Parrish Street, and eventually the Fairmount Pilates studio each got their own optimized presence instead of competing with each other for the same generic page.
3
Replaced “fun to post” with actual expertise
The existing content was written around whatever felt interesting that week, not around what a certified yoga instructor would actually want a student to know. We rebuilt the content strategy around real instructor expertise the kind of authority that ranks and the kind that keeps a student coming back.
4
Connected the dots between rankings and revenue
Before this, Lumos could see who booked a class, but not which channel actually brought them in; that data lived in the booking app, disconnected from anything happening on the website. We set up conversion tracking in Google Analytics so booked appointments could be tied back to the channel that drove them, giving the team a real answer to which marketing spend was actually paying off instead of guessing.
BUILT TO LAST
Prime Real Estate in Search , Five Years Later
Every studio page, every piece of content built around real instructor expertise, every location optimized on its own terms none of it stopped working once it was built. It kept ranking, kept compounding, kept doing the job years after it went live. That’s exactly what put Lumos in front of an NBC News team searching for a studio to feature — the same visibility a prospective student would find, still standing five years later, still bringing people through the door.
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