client msg he siared audit plan ceate a acatovoty plan that neeeds to b done - Glazeme.com.au Site Audit, KW Research, Comp. Analysis, Site
Suggestions & SEO Strategy - March 2025
Competitor Analysis
I started by looking through the competitors sign for focus keywords such as ‘gel nail polish’/ ‘gel
nail polish kits’ as in SEO, there is usually no need to recreate the wheel instead we can already
see what Google wants by looking at the top ranking websites.
The research revealed that it wasn’t backlinks, basic on-site SEO optimisations or blogging that
were helping the competitors, instead it was their overall site design and strong brand identity
that translates to their social media strategies.
The full comp. analysis can be found here
The main takeaway from the analysis is that the following sites should be looked to for SEO
inspiration.
https://au.gelous.co/ - Has a fantastic site design however this might be difficult for GlazeMe
short-term
https://colourmeprettynails.com/ - Is a site with a much more similar site design but yet still has a
lot more traffic than Glazeme, so we’ll also look to this site for inspiration as well.
Keyword Research
For keyword research, I looked at the top ranking competitors high traffic pages for their
keywords and then comparing them against Glazeme.com.au’s top keywords looking for any
obvious opportunities.
Where I found the most opportunities was examining each category page and looking at it’s top
keyword opportunities on Ahrefs.
These keywords can be seen on the SEO Optimisations tab.
Site Structure
The comp. analysis showed opportunities for Glazeme.com.au to incorporate new category
pages for better SEO results.
I also looked at the most visited pages and found that the /colours/ and /colour-chart/ page are
basically the same. The /colour-chart page receives no organic traffic but does receive internal
traffic, I think you could replace the /colour-chart/ page with /colours/ in the header menu.
I’ve also made some other suggestions below in a suggested site map.
Please note some page/category names have been changed, this is intentional. Some pages
have been left out, this is also intentional.
New Suggested Site Architecture Map
On-Page SEO Suggestions
Design
My main suggestion would be to introduce a new site design, this will mean that there might be
some SEO fluctuations as Google recrawls and reindexed the new code.
It is very clear that site design is a factor in SEO now, the ‘prettier’ you can make your site the
better.
During my research I came across this page https://www.glazeme.com.au/gel
This looks like a great design! If this is a project that is currently underway then I would definitely
recommend continuing with this!
Although in the meantime, until live, I would recommend that this page is hidden from the live
site or at the very least no-indexed.
With site redesign migrations, to avoid as little disruption as possible you must
● Keep Metadata the same as much as possible
● Keep Page headings The Same as much as possible
● Do the URL mapping BEFORE to ensure that all redirects are set up
●
Homepage & Category Pages
I believe your category pages could become the strongest source of traffic (especially if a site
redesign goes ahead).
Although the basic SEO is there, I could see some opportunities for basic SEO optimisations
based off the keyword research I did.
Please find here my suggested metadata for the category pages.
Apart from the simple SEO optimisations, I would recommend the following:
● Shorten the blurb at the top of the page as on a mobile screen this takes up all the
above-the-fold space.
● Shorten the blurb to one sentence BUT move the existing blurb to below the products
● Consider making all the category pages like https://www.glazeme.com.au/nail-art/ where
it has the categories at the top but also features all the products within that category.
This is so that the copy is still there on the page for SEO but doesn’t impact the UX.
Product Pages
(Reviewing has been done via phone view as Google indexes mobile-first)
The product pages overall are pretty good, following strong SEO foundations with keywords.
I looked a variety of pages and my main suggestions are as follows:
● Increase the font size on the reviews
● Change to ‘Rated 5 Stars - 31 Reviews’
● Remove the icons from the share button
● Consider moving share button further down on screen below product description
● Make product descriptions compelling and keyword-rich. Instead of:
"This gel polish is long-lasting and vibrant."
Try:
"Achieve salon-quality nails at home with our Australian ultra-durable gel polish,
designed to last up to 21 days without chipping. Perfect for busy professionals and nail
lovers."
● If possible make the breadcrumbs neater/shorter/smaller
● Make images smaller (ideally on one row on a phone).
● Introduce image carousel
Header Menu Suggestions
Your header menu should only have the most important pages to indicate to Google which are
the pages you wish to rank.
It should contain as few options as possible to provide a smooth UX.
Therefore I have suggested the removal of some pages, and instead placed them within the
footer.
You can also see the new header on the site structure map.
Footer Suggestions
The footer is a great place to help with internal linking as we can place here internal links to key
SEO pages that will then show up on every page.
I have made my suggestions below.
● Add a link to the homepage
● Place within footer menus the following category pages
1. Bundles & Kits /starter-kits
2. Individual Colours /colours
3. Nail Accessories /accessories
4. Nail Art /nail-art
● Add to the footer menu
1. Privacy
2. Shipping ITerms & Cost
3. Warranty
4. Rewards Programs
5. Salon & Wholesale Accounts
6. Ambassador Program
● Remove the Twitter & Email Icons and add Tiktok - https://www.tiktok.com/@glazesetgo
Technical Audit
For the technical audit, I ran a basic automated Ahrefs audit which didn’t show anything major
that would move the needle.
There were all the normal errors e.g. short meta titles or meta descriptions, but these don’t
actually make much of a difference to SEO (contrary to what lots of SEO agencies will try and
tell you!)
I’ve attached the files from the report that show you all the errors if you wish to correct them, but
that’s not where I would focus your efforts to grow organic traffic.
Instead I like to run a manual site audit running through my own list of checks, which can be
found on the spreadsheet.
However, again, no major issues were found with indexing.
STRUCTURED DATA
The only issue that I would urge you to fix quickly would be the Multiple Rich Snippets With
Errors
Running Rich Results Tests on random pages on the site showed that products have multiple
rich snippets attributed to them.
Without going into the backend and investigating further, I can’t see why there are multiple
schemas showing up for products but this is something that needs to be fixed as a first priority,
Page Speed
I also ran the site on Google Page Speed Dev tool and just the normal suggestions came up.
● Consider serving the images in webp format.
● Compressing images etc.
Long-Term SEO Strategy
Once the structured data has been fixed and a new site design has been implemented with the
associated site structure and the basic SEO optimisations then real SEO growth comes from
content marketing.
With ecommerce stores, this is best done with social media alongside your blogging.
Below is the strategy that I take with my SEO ecomerce clients, we did it very well with a baby
products brand in Australia and I believe it will also work with GlazeMe.
Smart Keyword Targeting
Instead of competing for broad keywords like “gel nail polish,” focus on longer, more specific
ones that match what customers are actually searching for, such as “long-lasting UV gel polish
for weak nails” or “best salon-quality gel polish for beginners.”
To find these keywords, you’re going to have to trawl regularly through Reddit, TikTok, and nail
forums to find real search intent. Go for the low volume ones!
SEO Meets Social Media
SEO and social media should work together.
Viral TikToks and Instagram reels can rank on Google, driving traffic long after they’re posted.
So with those keyword ideas, then create create bite-sized content & corresponding blog posts.
● Quick gel polish hacks
● Before and after nail transformations
● Time-lapse nail art videos
● Common mistakes and how to fix them
Use a content sandwiching strategy by teasing a topic on TikTok, directing viewers to an
Instagram post for more details, and linking to a full blog post.
Dynamic Blog Content
You’re going to have to up the quality of the blog posts embedding your social videos, adding
more images, including buttons to products as well as offers.
Classic Engagement Tactics On Social Media
On TikTok and Instagram, encourage people to ask questions naturally by leaving out small
details in reels so viewers ask questions.
Reply with follow-up videos to keep engagement going. More comments mean better reach and
higher organic visibility which will act as social proof on Google and boost the SEO of your blog
posts AND product/category pages.