How NSI Nails Used an Integrated SEO Strategy for Amazing Organic Results
NSI Nails is a wholesale nail supplier in Australia. Largely known for their classy acrylics range appealing to both at-home nail artists and professional nail techs. Since the 1950s, NSI has manufactured high quality monomers, polymers and other enhancement products for the nail industry.
15:1
ROAS on Meta Ads
127%
Increase in conversion rate on Pinterest YoY
352%
Increase in organic revenue YoY
Services
Industries
- Beauty & Wellness
Challenges
SEO
NSI partnered with OMG to primarily improve category level content length and the sites volume of quality backlinks which as a result would assist in ranking for more competitive keywords. The most significant challenge we encountered:
- Several of the sites category pages contained a low word-count and were not optimised for a wide range of keywords.
- Website footer lacking internal links to important category and product pages
- Category pages contained a low word count and were not optimised for a wide range of keywords
- Ineffective keyword targeting strategy was proving costly considering tight budgets
- Lots of 404s present on the website that weren’t being redirected
Social Media Advertising
To address ROAS that was under our target, we reallocated budgets to AI-driven Advantage+ Shopping Campaigns and optimised creatives through dynamic ad rotation, scaling only top-performing assets.
Our Approach
- Our Gurus engineered an integrated marketing strategy to:
- Optimise existing pages, finally creating more category pages to cater to their products, affording the opportunity to target a broader range of keywords and internally link
The goal?
- Grow online sales and uplift existing rankings
Strategy & Execution
SEO
- Supercharging SEO Growth
After a thorough audit of the client’s link profile, competitors, content, and technical, we discovered that a lot of top-level service pages lack optimised content and internal linking and the site’s authority can be improved. Online Marketing Gurus were able to help NSI Nails achieve some incredible SEO results within a 12 month period. - Incredible Keyword Wins
Due to budget constraints, we had to be very smart about keyword/page targeting, keeping in mind “low hanging fruits” i.e. transactional keywords that the client is currently ranking for in the second page/first half of the first page.
Social Media
NSI Nails targeted beauty enthusiasts, from DIY lovers to salon professionals, using a three-tiered funnel strategy:
- Top of Funnel (Sales-Focused Consideration)
- Middle of Funnel (Sales-Focused Engagement)
- Bottom of Funnel (Sales-Focused Retargeting)
Key Results
Key SEO/Content results within 12 months:
- Increased, organic revenue by 352% YoY
- Increased, keywords within positions ‘1-3’ by 39%
- Increased, organic impressions by 57%
- Increased, domain authority by 114% (14-30)
- Nail supplies – 2,400 Av. Monthly Vol.
- Acrylic nail kit – 5,400 Av. Monthly Vol.
- Acrylic nail liquids – 3,600 Av. Monthly Vol.
Meta Performance (Jan 1 – Dec 31)
- 18.7% increase in conversion value YoY.
- ROAS growth from 11.84 to 15.10 YoY.
- 22.89% increase in landing page views YoY.
Pinterest Performance (Jan 1 – Dec 31)
82.7% increase in spend resulted in:
- 126.95% increase in conversion value YoY.
- ROAS increased from 5.18 to 6.44 YoY.
More Case Studies
-
300%
Core Assist, a registered Western Sydney NDIS provider, partnered with OMG to attract qualified disability support leads through organic search. From January to June 2023, OMG’s SEO strategy quadrupled top-20 keyword rankings, increased referring domains by 150% and lifted “NDIS group activities Sydney” from outside the top 100 to position 3.
Core Assist
-
230%
Helpz, a national NDIS provider of behaviour support and allied health therapy services, partnered with OMG to grow bookings and support its expansion into new services. Between September 2024 & February 2025, OMG’s SEO strategy lifted non branded organic clicks by 134%, more than tripled first page keywords & grew referring domains.
Helpz
-
79%
Ability Options, a disability support provider, partnered with OMG to grow its organic presence in a crowded NDIS search landscape. Through content, keyword strategy and targeted link building, OMG grew referring domains by 79%, lifted domain rating from 42 to 51, and took NDIS service terms onto page one.
Ability Options
Find Your Biggest SEO Growth Opportunities with OMG
Our SEO services help uncover where your website can improve visibility, attract higher-intent traffic and generate stronger leads. With technical SEO, content, links and transparent reporting working together, OMG builds organic growth that can keep compounding over time.
