Published by Sue Johns-Chapman
Published Date 25.04.2025 
Winning with a big budget is one thing. Winning when your most valuable asset is creativity that’s something else entirely.
This is the story of how Unnamed Project helped a single-location beauty clinic in Amsterdam become a major player in local search visibility, client engagement and industry recognition. And how that journey led to a nomination for Best Low Budget Campaign and Best Local Campaign at the 2025 European Search Awards.
Starting Small, Thinking Big
When we first came in contact with Lana Skyn, her clinic was loved by her regular clients, but invisible online. Search terms related to her services were crowded with sponsored listings, big brand chains and clinics with established digital histories.
There were no in-house teams. No developers. No ad agency. Just a clinic with ambition and an SEO partner with a plan. We knew that to make a dent, we had to be precise. From keyword selection to blog formatting it had to be strategic, intentional and efficient.So that’s what we did.
SEO That Made Every Click Count
We focused our efforts on high-intent local keywords that would drive actual bookings. From day one, we prioritised specificity over volume. “Lemon Bottle Amsterdam” wasn’t a high-traffic keyword, but it was a high-conversion one and that made it gold.
Instead of publishing large volumes of general content, we invested in semantic SEO, blog articles that dove deep into topics real clients were asking about, written with clarity and structure that both humans and algorithms could understand.
We then began building backlinks through targeted guest posting and local directories, all within a lean content plan designed for maximum ROI. There was no fluff, no filler. Only focused execution.
Creativity Over Cost
Where this campaign truly stood out was in how we used what we had especially offline. Lana and her team played an active role in the campaign. After consultations or treatments, clients were gently encouraged to check out relevant blog content on the website. This simple, thoughtful touchpoint had a massive impact on how Google perceived the clinic’s authority.
It increased average time-on-site, reduced bounce rates, and created a cycle of return visits. More importantly, it built real trust with users and with search engines.
The website became more than just a digital brochure. It became a continuation of the in-person experience. And it showed.
Small Team, Big Impact
The SEO wins began to stack up. First, for treatment-specific terms. Then, for city-wide keywords. And before long, Lana Skyn was ranking on page one for some of the most competitive search terms in Amsterdam’s beauty space. Here’s what changed:
• Monthly organic visitors jumped by nearly 10x.The clinic saw a consistent surge in bookings
• Paid ads, once the main traffic driver, became an afterthought.
This wasn’t the result of massive tools or a deep bench of analysts. It was a reflection of smart prioritization, client collaboration, and a shared commitment to doing more with less. For the next keywords we are targeting Laser Hair Removal Amsterdam and Tattoo removal Amsterdam so this might be interesting for the Global Search Awards.
Why This Campaign Deserves to Win
SEO isn’t just about having the biggest toolbox. It’s about knowing which tool to use and when and having the clarity to stay focused when resources are limited.
This campaign is proof that small, independent businesses can punch well above their weight. That strategic thinking can outperform deep pockets. And that when you put trust and creativity at the center of a campaign, the results can go far beyond rankings.
We’re proud to be nominated for the Best Low Budget Campaign at the European Search Awards 2025 and prouder still that this recognition celebrates not just results, but the journey it took to get there.
About Unnamed Project
Unnamed Project is a globally recognized Marketing Firm with headquarters in The Netherlands and teams within multiple countries in Europe and Asia. It is founded in 2021 by Giomero Brand and since then grew to a very dominant player in especially the SEO field. The team exists of young professionals with a drive to exceed expectations and make the impossible possible.
“You can not be a top marketing firm with European Clients if you are not nominated for the European Search Awards, so that we are nominated not once but for two categories. Makes us feel super proud and honoured. It is always nerve racking before the nominations are announced but now we can chill and look forward to the event in Krakow.“
