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Jealous Nails: SEO Case Study

Jealous Nails have been working with Optus Digital since November 2017. They are London based distributor supplying the highest quality nail supplies and systems to customers all around the UK and Europe. This includes major industry brands including CND Shellac, OPI GelColor and more. They were incorporated in 2016 and have grown into a highly trusted source for commercial nail supplies.

We were introduced to Jealous Nails after being referred by another Optus Digital client who had seen some great successes too. 

Optus Digital were asked to take a look at their website and see what changes could be made to help them reach their goals. Read on to find out what we discovered and how we helped Jealous Nails onto the path to organic traffic success!

Initial Problems

Poor Product Page Optimisation: 

Product pages were important due to the nature of the website yet they were not well optimised and often didn’t follow basic best practice. Doing so would help both the search and user experience. There were also issues with URL structure as a result of the CMS.

Opportunities for Content Leveraging: 

There were many areas on the site where although there was quality content, there was a lack of internal linking and leveraging this content. Internal linking enables better crawl efficiency for the Googlebot and also can drive audiences to other pages, ensuring more time is spent on the site. 

Inefficient Crawl: 

Web crawlers struggled with the pagination, duplication and poor internal link structure. The crawler found duplicate pages, broken links, redirection loops, server errors and thin content.

Unoptimised On-Page SEO: 

Page titles were not targeted, meta descriptions were too long and on page content was over-optimised. Well-optimised meta descriptions provide context to both Google and users, and can improve rankings and click-through rate. 

External Duplication: 

We found some externally duplicated copy, particularly in the product descriptions. We recommended that this be rewritten as Google takes external duplication extremely seriously, and this would negatively affect their rankings.  

Site Speed: 

All these issues were coupled with a load time of 10 seconds+ for each of their pages. A crawler and user’s nightmare, especially on mobile.

SEO Actions, Results and Organic Traffic Growth

Once we analysed the problems, we then set out a strategy to tackle some of the deep lying issues that the site was facing. Jealous wanted to improve rankings for a particular line of their products, aiming for them to reach the first page of SERPs and increase their revenue. Our first port of call was to ensure the correct tracking was in place to measure these key KPI’s. We set up goals for e-commerce, completing an order and viewing delivery information to measure the impact of search engine optimisation work. 

Once we had improved URL structure, fixed the technical problems and optimised the content, we began to start seeing the tides change:

The site had low rankings beforehand but started to see massive improvements within a few months:

Jealous Nails SEO improvements

Given the competitive market, it was essential that a proper strategy was put in place to help the site rank for higher relevance, lower demand terms to help drive relevant high converting traffic to the site. We analysed the competition and reviewed their current strategies to find any key opportunities. 

Their main competition offer similar products and so Jealous Nails’ have always focused on selling authentic products with complete kits. We saw that OPI terms and those directly related to kits and lamps had much lower competition but still very strong relevance. 

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

This resulted in large improvements in their rankings and brought many of them to the first page of SERPs.

We also fixed a lot of the crawl issues and technical problems, including speed:

jealous nails site speed change

The site dropped 33% off page size, over 22 requests and almost 3 seconds off the original time after the first round of speed improvements.

The speed issues that remain are endemic of the Shopify CMS and are not fixable. 

What did this mean for organic traffic?

jealous nails google analytics improvements

Comparing when we took on the site vs. the previous period we saw incredible results with Sessions up over 615% and New Users up 780%. This traffic also converted much better with almost a 450% increase in Order Completions.

Organic search alongside Paid Advertising and Shopping Campaigns is now one of Jealous Nails’ highest value channels and continues to grow. The site now benefits from a proper content outreach strategy, a content marketing strategy which provides value to users, a correct technical structure and a quicker site!


We can see from these results that regardless of your industry, there is still a lot of value in ensuring that your site is optimised for SEO and that with a proper strategy in place you can see great results and a very positive ROI. Jealous Nails are continuing to invest in their digital marketing, which is bringing them great results and the site is only going to improve and build even further.

Interested in working with Optus to step-up your Search Engine Optimisation activities? Click here to get in touch today.