352%
increase in organic revenue YoY
57%
increase in organic impressions YoY
39%
increase in top 3 keyword positioning
277%
increase in organic conversions

The Challenge

Key Problems

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

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. 

NSI Nails partnered with OMG to primarily improve category-level content length and the site’s 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 site’s category pages contained a low word count and were not optimised for a wide range of keywords.

Content & links were the key focus, tightly integrated with key technical improvements. Our strategic keyword gap analysis identified a clear direction to guide our content strategy. We kicked off our strategy focusing on optimising their homepage and then acrylic kits, gel polish & nail art category pages, which included page & FAQ expansion to include specific keywords in order to boost rankings. In tandem, we implemented a technical and manual links strategy including guest posts & citations which helped us bolster website authority and performance.

Strategy & Execution

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