Nails By Vicky – Local Positioning & GBP Foundation

Nails By Vicky is a home-based nail studio in High Wycombe specialising in hard gel extensions and Russian manicures, with a strong focus on detailed cuticle work, structured nails and long-lasting results.

Overview

Client: Nails By Vicky – Home-based nail studio
Location: High Wycombe, Buckinghamshire
Project Type: Local SEO & Google Business Profile optimisation
Stage: Live, actively improving visibility

Nails By Vicky wanted to be found by people actively searching for nail services in High Wycombe. The focus of this project is not ads – it’s building organic local visibility, trust, and search presence through Google.

The website exists as a supporting asset, but the Google Business Profile is the main growth driver at this stage.

Objective

Appear for “nails High Wycombe”, “hard gel nails High Wycombe” and related searches
Increase profile views, calls, and direction clicks
Position the brand clearly as a hard gel & BIAB specialist
Build trust through reviews, photos, and consistency
Create a trackable local SEO case study using real data

Local SEO & Google Business Profile Work

This is where the main value of this project sits.

Profile Positioning

Business name kept clean and guideline-compliant
Primary services positioned around:
- Hard Gel Nails
- BIAB (Builder in a Bottle)
Location signals reinforced for High Wycombe

Business Description & Services

Optimised service descriptions targeting:
- Hard gel nails High Wycombe
- BIAB nails High Wycombe
- Home-based nail studio
Clear service categories added:
- Hard Gel Extensions
- BIAB Overlays
- Nail Art
- Gel Polish

Weekly Google Posts Strategy

Promotional & educational posts focused on:
- New sets
- Hard gel & BIAB explanations
- Availability
- Seasonal demand
Written using:
- Local keywords
- Service-based intent
- Strong booking CTAs

Reviews & Trust Signals

Reviews actively encouraged post-appointment
Early momentum already achieved (first reviews live)
Reviews now acting as:
- Ranking signals
- Conversion trust signals

Visual & Engagement Optimisation

High-quality nail images uploaded consistently
Visual consistency across:
- Profile photos
- Website
- Social media

Search Visibility Tracking

Currently tracking:

Brand searches:
- “Nails By Vicky”
Non-brand opportunity terms:
- “nails High Wycombe”
- “hard gel nails High Wycombe”
- “BIAB High Wycombe”

The profile is now indexed properly, ranking for brand, and entering local pack testing for category terms.

On-Page Website Role (Secondary Asset)

The one-page website supports the GBP by:

Reinforcing:
- Services
- Location
- Trust
Acting as a credibility layer when users:
- Click through from Google
- Search the brand after seeing the profile
Matching the same:
- Language
- Service focus
- Booking intent

The website is not the traffic engine here – it is the conversion support layer for GBP.

Impact & Tracking

Current tracking focus:

Google Business Profile:
- Profile views
- Call clicks
- Direction requests
- Website clicks
Review velocity
Search term discovery (brand vs non-brand)

This project is being actively documented to show:

How a home-based service business:
- Moves from brand-only visibility
- Towards category-level discovery

Next Steps / Roadmap

Continue review growth & velocity

Expand Google Post themes:
- BIAB education
- Hard gel longevity
- Before / after transformations
Add structured GBP Q&A
Add local service landing content if needed
Expand tracking via Search Console when site authority grows

This project is positioned as a live local SEO growth case study, not a one-off website build.