FalseEyelashes.co.uk: 31.5 million impressions, 218,604 clicks and growing AI visibility

FalseEyelashes.co.uk is a UK online retailer selling false eyelashes, lash glue and related beauty products.

Since I started on the site in February 2026, the work has been about growing visibility beyond the product pages: stronger collection pages, deeper guides, better technical foundations, and content built around the questions people ask before they buy.

In the last 12 months the site earned 31.5 million Google impressions and 218,604 clicks, with 791 search terms in the top three, 6,108 on page one and 1.37 million generative AI impressions. It’s also cited in 815 Google AI Overview answers, up from 511.

At a glance

Search figures are from Google Search Console, 15 September 2025 to 14 September 2026. Top three means an average position of three or better with at least 100 impressions and at least one click. AI and authority figures are from Ahrefs and Search Console’s Generative AI report, 17 September 2026.

The opportunity

False eyelashes is a competitive market. Large retailers, marketplaces and beauty brands have a lot of authority, and the product pages look much the same from one site to the next. Competing on “buy false eyelashes” alone is a hard fight.

The better opening was the questions shoppers ask before they buy: which lashes suit their eye shape, how to apply them, how to remove them safely, how to choose between styles. Those searches let a specialist retailer compete on expertise instead of range. They’re also the questions AI Overviews now answer on the results page.

What I found

When I looked at the search data and crawled the site, three things stood out. Informational content was under-developed, and competitors often covered the same subjects thinly or not at all. The collection pages were inconsistent, ranging from thin copy to editorial recommending products that no longer existed. And the crawl turned up technical problems: redirects that needed checking, a title tag template adding an unnecessary suffix, and a spike of spammy backlinks.

There wasn’t one fix that would change things. The work was joining the technical, commercial and informational pieces together.

What I changed

Built content around real search demand. I wrote long-form guides on the questions buyers were already searching for, each one going further than the pages already ranking. One batch of eight covered magnetic lash application (both liner-based and sandwich systems, where most guides only cover one), wispy lashes, cat eye lashes, vegan false eyelashes including vegan glue, lashes for small and round eyes, false lashes versus extensions, and making lashes last longer.

Reworked the commercial pages. Collections for magnetic, strip, individual and faux mink lashes were rewritten with buying guidance, FAQs and FAQ schema. I checked every product named in the copy against live stock first. That check found under-lash copy recommending two discontinued products, and meta descriptions copied from the wrong page or referring to a Christmas two years out of date.

Rebuilt the eye shape content. Which lashes suit which eye shape is one of the most searched subjects in the category. I rewrote the collection pages for all 11 eye shapes, from hooded and monolid to deep set and small eyes. The main eye shape guide gained a mirror self-test and a missing Small Eyes section, and an older hooded eyes article that linked to the monolid collection and recommended three brands no longer stocked was rewritten with six verified picks.

Fixed the technical issues first. I ran crawl waves across the site, checked the redirect URLs by hand and submitted a disavow file covering 181 spammy domains after the backlink spike. That went first so the new content wasn’t held back.

Built a lash try-on tool. It’s a working camera-based try-on that shows false lashes on a shopper’s own face through their phone or laptop camera. It hasn’t gone live on the site yet, but it’s built and working, and it gives people a reason to engage that a product page alone can’t.

The impact

Comparing the latest six months with the six before, the biggest guides grew:

• “How to get rid of green nails after false nails” earned 54% more clicks
• “Remove acrylic nails without acetone” earned 44% more
• “Remove glued-on fake nails” earned 109% more, and its impressions doubled to over a million
• “Do eyelashes grow back” earned 154% more

These pages reach people well before they’ve picked a product or a retailer. The shopper who learns how to remove glued-on nails from the site is the one who comes back for the removal products.

Growth in AI search

The same content shows up in AI answers. Ahrefs counts 815 AI Overview answers citing the site, up from 511, and around 2,100 AI answers across Google, Gemini, Perplexity and Copilot, with 659 more of the site’s pages being cited. Search Console reports 1.37 million generative AI impressions since Google began publishing that data in May 2026.

The link profile grew as well, with 312 more referring domains and 1,100 more live backlinks.

Where it ranks

Figures are for the last 12 months. The acrylic nails guide earned 2,125 clicks from 92,759 impressions on that one search. Guides like that bring visits long after they’re published, and they give the brand a way in before the shopper is ready to buy.

My contribution

I’ve led the SEO and content work on FalseEyelashes.co.uk since February 2026. I set the strategy from the search data and a full crawl, wrote the long-form guides behind the biggest growth, rewrote the collection pages including all 11 eye shape collections, and checked every product recommendation against live stock.

I also handled the crawl work, the redirect checks and the backlink clean-up, and I built the lash try-on tool. The eye shape quiz already existed on the site, so my part was the content around it.

What this shows

A specialist retailer doesn’t have to beat the biggest names on every broad commercial keyword to grow. The questions shoppers ask before they buy are open to a site that answers them properly, and a good answer can then lead naturally to the products the shopper needs next.

That was the approach here: fix the technical foundations, strengthen the commercial pages, publish guides that are worth quoting, and let the same material work in Google and in AI answers. Because the guides name products, each one needs a stock check whenever it’s written or refreshed, and that check was part of the process from the start.

Services used

This project drew on content strategy, product and category page copy and a technical SEO audit. It sits within ecommerce and Shopify, and condoms.uk is a good comparison: another specialist retailer winning search by answering the questions its customers ask.

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