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How an artisan bakery grew organic traffic 214% in four months
Executive overview
Edelweiss Bakery had 20 years of history but negligible online presence. An SEO agency applied a three-step strategy — technical audit, content development, and e-commerce build-out — to fix the fundamentals and activate untapped channels.
A weak technical foundation, no blog, and a minimal e-commerce section were leaving most of the bakery's online potential unrealised.
Step 1: SEO audit
- Broken XML sitemap link blocked search engine crawling
- Missing H1 tags on multiple pages hurt SEO and accessibility
- Thin content pages identified and flagged for improvement
- No structured data markup — rich snippets and enhanced results unavailable
- Page speed issues found via Core Web Vitals and PageSpeed Insights and resolved
- Competitor audit revealed 60 online rivals vs. 28 perceived offline competitors; narrowed to 6 most relevant
Step 2: Content strategy
- Blog was underutilised — identified as the primary growth lever
- Seed keywords fed into SEMrush Keyword Magic Tool to generate topic ideas (e.g. "sandwich recipe" unlocked hundreds of keyword variations)
- Topics filtered by search intent, volume, and competitiveness
- Topic Research tool added trending ideas to keep content fresh
- Final list: 84 high-value blog topics built from tool data and client input
- Content Shake AI used to accelerate production of SEO-optimised articles
Step 3: E-commerce build-out
- Existing store was a small section of the homepage — not fit for conversion
- New dedicated e-commerce section built with WooCommerce
- Category page layout added for browsability; individual product card pages created
- Competitor analysis informed design decisions and UX standards
- Product cards featured high-quality images, clear descriptions, and straightforward purchase flows
- Technical setup included pagination and rich snippets for better indexing
Results after four months
- 214% increase in organic traffic
- 460% spike in keyword rankings for target terms
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