Working on this site is a real challenge, the cakes look (and taste) absolutely beautiful. Nothing fills us up with fire to do well than having a client who completely champions their craft and just need taking to market. Crumbs & Doilies have commissioned us to carry out SEO optimisation for them.
A Shopify platform which came riddled with out of the box bugs, layering issues with content and duplication. We stripped this campaign back to basics and we’re holding some impressive rankings, such as Cupcake Delivery London, Cookie Delivery UK and Corporate Cakes London.
Key Considerations:
- The business has amazing reviews and influencers pushing the brand forward and SEO is quite new to them, although the site overall is pretty strong.
- There is a retail element to this campaign, we need to be sensible that we’re going to be driving untracked footfall to the store but if it means more cash in the till, we’re happy with that.
- Shopify CMS requires a slight change to our technical auditing due to the platform (some issues exclusively Shopify, .atom pages bloating for example).
- Content is key here, especially duplication is pulling the site back, so much opportunity with on-page optimisations.
- External linking, how we introduce the brand to sites that would have a real benefit of having Crumbs & Doilies on there.
What we have done:
- Overhauled the technical foundations of the site to save crawling bandwidth (massive bloating with this Shopify store).
- Worked with the business on a page-by-page optimisation plan, elevating pages to rank better and provide better commercial value.
- Look at CTAs and how we can provide additional business benefits.
- Competitor analysis and local SEO campaigns
- Producing new content for the business, creating topical clustering and robust internal linking structure.
What we have achieved:
- We identified 50 keywords that are highly commercially charged for the business
- 44 are in the top 10 positions for the first time.
- 28 of which are in the top 5 (such as rainbow cakes London)
- 24 of which are in the top 3 (such as online bakery)
- 12 of which are in the top position
- This has driven a significant amount of impression and click growth to the site and impacted revenue.
