ProNails SEO Case Study 💅

International SEO: There were no basic international SEO features such as hreflangs on the site when we were brought in, and so we trained the ProNails team on that and ensured that their sites were well set up and clean from an International SEO perspective.

Content Strategy: We helped the team kickstart their blog strategy, producing research and wireframes to guide their experts. We also updated their hub page design and emphasised informational content. In the background, we also supported the team on new product launches and best practices there.

On-Page SEO: We advised changes for their salon location pages to add extra information and give those a boost and open new doors to the site. We also looked at existing blogs and optimised them to perform better in search, and found questions that were often asked by nail technicians to integrate.

Time Management & Splitting Ourselves

With a multi-lingual international SEO campaign like this one, splitting ourselves between different sites in different locations, each with their own teams and priorities, was always going to be challenging.

We had to not only split our time well between the three domains, we also had to split our link building resources and try to keep all three plates spinning simultaneously. Added into this was the fact that we had very little time to action changes, as we were often relying on limited internal resources from ProNails' small but dedicated team to confirm translations and get those actioned.

We managed to navigate these changes in the end, and made ProNails a success. We even picked up some Dutch phrases along the way!

Navigating CMS Challenges

Another key challenge we faced with ProNails was its unique tailored CMS, which meant that we were often limited as to what changes we could make, or even brief to a developer.

To give one example, we couldn't change H1 headings - the most important on-page SEO element - without changing the whole URL & every subcategory underneath it, which created cascading problems down the line.

This was key when it came to outflanking competitor sites, which were SLOW for page speed, and gave us a great avenue to attack with DM's developers.