Nulastin
Ecommerce SEO for Hair/Lash/Brow Enhancement Brand
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The site had an average Google Search Console position of 19.2 — meaning most keyword rankings were on page 2 or beyond, where click-through rates are minimal.
Organic traffic was heavily concentrated on branded queries (“nulastin” and its variants), with limited visibility for high-value non-branded terms like “lash serum” and “eyebrow serum”.
As a YMYL product in the health/beauty category, the site needed to demonstrate stronger E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) signals to compete.
Product and category pages lacked the content depth, structured data, and authority signals needed to rank for competitive beauty keywords.
Limited backlink profile relative to competitors, constraining domain authority growth in a vertical where trust signals are critical.
The challenge was clear: move Nulastin from page 2 to the top half of page 1 for its core product keywords, while building the E-E-A-T foundation needed to sustain rankings in a YMYL vertical.
Client Overview
Client
Nulastin
(nulastin.com)
Industry
Beauty & Personal Care — Hair Growth & Lash/Brow Enhancement.
Engagement Start
September 2025. Engagement duration 7 months
(results through March 2026).
Target Audience
Adults experiencing hair loss, thinning lashes, and thinning brows seeking science-backed growth solutions.
Key Products
Hair growth serums, lash enhancement serums, brow serums, scalp treatments, and shampoo and conditioner systems.
Services
Technical SEO, On-Page Optimization, Content Strategy, Link Building.
The Strategy
Absolute Web deployed a full-service SEO strategy for Nulastin, addressing technical foundations, on-page optimization, content depth, and targeted authority-building — all calibrated to the unique demands of a YMYL beauty brand.
Technical SEO
Foundation
On-Page & Content Optimization
Targeted Link
Building
Technical SEO Foundation
On-Page & Content Optimization
E-E-A-T signals.
Targeted Link Building
Results
Within 7 months, Nulastin achieved a dramatic improvement in search visibility and ranking quality. The average position moved from page 2 to the top half of page 1, unlocking substantially more organic traffic and revenue.
Google Search Console — Search Performance
Comparing pre-engagement (Jun–Aug 2025) vs. post-engagement (Jan–Mar 2026)
The average position improvement from 19.2 to 6.3 is the defining metric of this engagement — it moved Nulastin from the bottom of page 2 to the top half of page 1 across its entire keyword portfolio. Impressions nearly tripled as Google began showing the site for a much wider range of relevant beauty and hair care queries. The CTR decrease is expected: with a 174% increase in impressions from broader keyword coverage, the denominator grew faster than clicks.
Keyword Ranking Distribution
A 169% increase in top 10 keyword positions, corroborating the dramatic position improvement measured in Google Search Console. The site now dominates the top positions for its core branded and product keywords.
AI Search Visibility
AI Traffic by Source (6 months):
Nulastin also saw growth in AI-driven referral traffic — visits from users who discovered the brand through ChatGPT, Gemini, Perplexity, Claude, and other AI search tools.
AI referral sessions grew 72%, with ChatGPT continuing to drive the majority of visits. Perplexity showed the strongest relative growth. Purchase volume from AI referrals remains the same in this period (conversion rate ~8%).
The session growth indicates expanding brand visibility across AI platforms — a trend that positions Nulastin well as AI-driven product discovery continues to grow in the beauty and wellness space.
Key Takeaways
The Nulastin engagement demonstrates how to build sustainable organic growth in a challenging YMYL beauty vertical:
Position is everything in YMYL
Moving from an average position of 19.2 to 6.3 transformed Nulastin’s organic performance. In health and beauty, consumers overwhelmingly trust page-one results — page two may as well not exist.
E-E-A-T is a ranking lever, not just a guideline
Meaningful results appeared within the first 3 months. For sites with zero prior SEO, the initial impact of technical fixes and on-page optimization is often the most dramatic, as low-hanging fruit is abundant.
Full-service SEO delivers uncompetitive verticals
Nulastin’s results required all three pillars — technical foundation, on-page optimization, and authority building — working together. In the beauty / health space, technical and content work alone would not have moved the needle without corresponding authority signals.
AI visibility is the next frontier for YMYL brands
Nulastin’s 72 % grow with in AI referral traffic reflects a broader shift: consumers increasingly use AI tools to research beauty products. For YMYL brands, the s a me E-E-A-T signals that drive Google rankings also determine whether AI tools cite your brand as a trusted source.
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