Project Overview
In April 2021, Loopex Digital partnered with Lilac St., a beauty eCommerce brand built on Shopify that specializes in DIY eyelash extensions and false eyelash kits. The website serves customers looking for natural-looking, salon-quality lashes at home, including spikey, volume, and natural styles.
The company needed a professional SEO agency to improve its online visibility and rank for both commercial and informational search queries related to DIY lash extensions, false eyelashes, and lash kits.
Goal
The primary goal of the Lilac St. SEO campaign was to grow organic visibility in the DIY natural lashes niche and attract users with clear purchase or research intent. To achieve this, our SEO team focused on both transactional and informational lash-related keywords, prioritizing commercially valuable terms such as “DIY lash extensions”, “at-home lash extensions”, “natural lashes,” and “lash clusters”. This allowed us to align the SEO strategy with the brand’s core product offering rather than targeting generic beauty keywords with lower conversion potential.
Additionally, we needed to design a comprehensive guide targeting the “eyebrow shapes” keyword to solidify their position as industry experts and strategically boost their marketing efforts. This guide should serve as a foundational tool to engage and educate their audience, thereby setting the stage for the successful launch and promotion of their upcoming product, the eyebrow tint.
Solutions
The Loopex Digital Team Created New Landing and Collection Pages Built Around High-Intent Lash Searches
As part of our eCommerce SEO services, we conducted detailed keyword research to identify high-intent, lash-focused transactional keywords with strong commercial value. Instead of optimizing only existing product pages, we created dedicated landing pages for specific search intents, including “natural lashes”, “long-lasting lashes”, “waterproof lashes”, and “best lashes for” pages tailored to different eye shapes, such as monolid eyes, almond eyes, round eyes, hooded eyes, small eyes, and deep-set eyes.
Our SEO specialists developed each page with targeted content focused on the specific needs, concerns, and questions users might have when choosing the right lash style. This allowed us to address search intent more effectively while naturally promoting Lilac St.’s main products as relevant solutions. Alongside content creation, we optimized key on-page elements, including URLs, metadata, headings, image alt texts, internal links, and page structure to improve search visibility, navigation, and user experience.
Our SEO Team Published Expert-Backed Blog Articles to Build Lash-Care Authority
To enhance Lilac St.'s online presence and authority, our SEO team created a series of targeted blog posts focused on eyelash health, beauty, care, and maintenance. For example:
- The Complete Guide to Eyelashes for Sensitive Eyes
- How to Wash Eyelash Extensions
- How to Wash Your Face With Eyelash Extensions
- How To Shower With Eyelash Extensions
- Eyelash Extensions and Contacts: Tips for Safe and Beautiful Eye
- Can You Reuse Fake Eyelashes?
- Does Biotin Help Eyelashes Grow?
These articles provide valuable tips, comprehensive guides, and practical advice for lash enthusiasts, establishing Lilac St. as a trusted resource in the beauty industry.
By addressing common concerns and offering expert solutions, the blog attracts readers seeking reliable information on lash care and maintenance. The diverse range of topics ensures a broad audience reach, catering to our target market's specific needs and interests. Our SEO specialists have optimized each post for relevant keywords, improving search engine rankings and driving organic traffic.
We Built an Eyebrow Shapes Content Silo to Establish Topical Authority
Our Technical SEO Team Ran a 170+ Checkpoint Audit and Fixed the Issues Limiting Performance
At the beginning of the project, we conducted a full technical SEO audit covering 170+ checkpoints, including schema markup, internal linking, metadata, headings, image optimization, orphan pages, low-content pages, and 404 errors.
Based on the findings, we created a prioritized action list and resolved key issues, including missing schema markup, weak internal linking, missing or duplicate meta titles and descriptions, duplicate headings, missing alt text, large image files, and orphan pages. As part of our technical SEO services, we implemented relevant schema markup across key page types and improved internal linking to help search engines crawl and better understand the website.
To maintain a strong technical foundation, we continue to conduct monthly technical audits, monitor emerging issues, and ensure the website remains clean, crawlable, and properly optimized as new pages and content are added.
Loopex Digital's SEO Team Secured High-Quality Backlinks Through 3 Core Strategies
To strengthen Lilac St.’s organic visibility, domain authority, and topical relevance within the beauty industry, we implemented targeted link-building services focused on acquiring high-quality backlinks from niche-relevant beauty, makeup, skincare, and eCommerce websites. The target pages for our link-building activities included the homepage and the collection pages of natural eyelashes. Our strategy prioritized relevance and authority, ensuring every backlink contributed meaningful SEO value and strengthened the website’s long-term search visibility.
We executed this campaign through several core link-building strategies:
Guest Posting on Beauty Blogs
Our link-building team created and published high-quality content on authoritative beauty, makeup, and skincare blogs. These guest posts provided value to readers while naturally integrating contextual backlinks to strategically important Lilac St. pages.
Ecommerce Link Partnerships
We also collaborated with ecommerce websites through strategic link partnerships and content collaborations, helping diversify Lilac St.’s backlink profile and strengthen authority across the beauty and ecommerce ecosystem.
AI Overview (AIO) & Listicle Placements
To improve visibility within AI-generated search experiences, we secured placements in listicle articles and buying guides focused on topics such as:
- Top Eyelash Extensions
- Best Natural Lash Clusters
- Top Lash Products for At-Home Application
These placements helped position Lilac St. within high-intent comparison and review content frequently referenced by AI-powered search results and LLM-generated answers.
The Loopex Digital Team Leveraged Trending Beauty Data to Earn High-Authority Placements for Lilac St.
As a digital PR link-building agency, we created a campaign strategy for Lilac St. that tapped into viral beauty culture, TikTok trends, and celebrity-driven data stories to earn editorial coverage across beauty, fashion, and lifestyle publications. By combining timely trend analysis with original research - from TikTok's most-searched beauty treatments to celebrity brow rankings - our digital PR team positioned Lilac St. as a credible voice in the beauty space. The anchor text strategy targeted "Lilac St." brand placements, building consistent domain authority through each linked feature.
Here are some of the campaigns our digital PR team ran:
- TikTok's Most Popular Beauty Trend - Barbie Botox
- Top 10 Most Fashionable Cities
- TikTok Beauty Trends
- Kylie Jenner Has the Most "Perfect" Eyebrows
Results
As we began working with Lilac St. in April 2021, the combined efforts of our on-site optimization, SEO content strategy, technical SEO services, link building services, and digital PR campaigns delivered results across every metric.
Traffic growth was already noticeable in the 6 months after implementing the strategy by the SEO team of Loopex Digital. Before we began working on the project, organic monthly traffic was just 44, but after our efforts, it continued to grow month by month and reached 57,822, an impressive 131,314% increase in organic clicks that attracted a significantly larger audience to the website. This result proves the effectiveness of our SEO strategy.
Before implementing our SEO strategies, just 4 organic keywords ranked in the top ten positions. As a result of the successful implementation of the SEO strategy by Loopex Digital, Lilac St. now holds a superior position with 3,588 keywords, ranking among the top results for its target keywords and related search queries. This boost in keyword visibility led to a significant increase in monthly traffic to the website.
Several of our target pages achieved strong rankings, including long-lasting lashes with 150 search volume in position #1, waterproof lashes with 250 search volume in position #1, and wispy lash extensions with 3.7K search volume in position #1. Other commercial keywords also gained visibility, including volume eyelash extensions with 1.8K searches in position #4 and natural lashes with 2.1K searches in position #8.
Our link-building team acquired 560 high-quality backlinks from niche-relevant websites and blogs, with an average Domain Rating (DR) of 42. Since the website’s pages are strategically interconnected through internal linking, the acquired link equity also strengthened the ranking potential of additional category, product, and blog pages.
As a result of the successfully implemented link-building campaigns by Loopex Digital, Lilac St.’s Domain Rating increased from 4 to 48.
In addition, high-priority keywords such as “at-home lash extensions”, “natural lashes”, “eyelash extensions”, “at-home eyelash extensions”, and “lash clusters” are now consistently appearing in AI Overviews and other AI-driven search experiences, while also achieving strong organic rankings in traditional search results.
- Total Links Secured: 50+
- Total Mentions: 25+
- DR 80+ Placements: 10
- DR 70–79 Placements: 12
- Highest DR Placement: DR 92
- Combined Audience Reach: 900M+ monthly visitors
Across five campaigns, the digital PR team at Loopex Digital helped Lilac St., a DIY lash extensions eCommerce Shopify brand, secure placements across leading beauty, lifestyle, and national media publications, including MSN, IOL, Hola, NewBeauty, Elle France, The Source, Grazia, InStyle Mexico, Modern Salon, and others. A strong share of all placements landed on DR 70+ domains, demonstrating our team's ability to consistently drive link equity back to the brand. The campaigns earned coverage across many countries and in multiple languages, including English, Spanish, and French.
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