Beauty Website SEO Case Study

I worked with a London based beauty website supplying quality nail supplies to customers all around the UK and Europe. This included major industry brands including CND Shellac, OPI GelColor and more.

gel nails beauty website

SEO Actions, Results and Organic Traffic Growth

I set out a strategy to tackle some of the deep issues that the site was facing.

The client had stated that they wanted to improve rankings for a particular line of their products, and wanted to reach the first page of SERPs while increasing their revenue.

The first port of call was to ensure the correct tracking was in place to measure these KPI’s. I started by setting up some Google Analytics goals for e-commerce, completing an order and viewing delivery information to measure the impact of  our SEO efforts.

Having identified that the URL structure was an issue and was affecting crawlability, amongst other things, this was one of the first areas we worked on. We also placed a lot of emphasis on technical issues including external duplication issues, site speed and more. The speed issues that remained after this are endemic of the Shopify CMS and were not fixable at the time.

In terms of on-page issues, I made sure that the product pages were optimised appropriately, as well as updating content on the rest of the website.

Given the competitive market, it was imperative that an effective and custom strategy was put in place to help the site rank for higher and to help drive relevant high converting traffic.

I analysed their biggest competition and reviewed their current strategies to find any key opportunities.

I began updating the content to include a spread of semantic terms and also worked on updating content which had been under optimised.

What did this mean for organic traffic?

Comparing performance from when I started working on this beauty website versus the previous period there were incredible results with Sessions up over 615% and New Users up by 780%.

This traffic also converted much better with almost a 450% increase in Completed Orders.

This beauty website benefitted from a proper content marketing strategy that provided real value to users, a correct technical structure and a much quicker site!


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