Belmont GB: made the core suede ranges findable in search
A premium brand whose site looked right but was not built to be found. Structure and on-page work across the core product ranges.
- Retail and ecommerce
- SEO
The challenge
A premium suede goods brand whose site looked the part but was not structured so that its core product ranges could be found in search.
The faults were structural rather than cosmetic. Product templates carried the wrong heading structure, so Google could not tell what each page was about. Meta titles and descriptions had never been written. There was no product schema anywhere on the store, and images were missing alt text.
The strategy
Heading structure came first, corrected across the product templates rather than page by page, so every product inherited the fix.
Meta titles and descriptions were then written for the ranges people actually search for, rather than the names used internally.
Product schema was implemented so the ranges could appear as products in search rather than as ordinary pages. Image alt text and internal structure were tidied at the same time, which matters more on a Shopify store than most owners expect, because the template repeats every fault across every product.
The results
Every product template now carries a correct heading structure, a written title and description, and product schema, so the core ranges can be recognised as products rather than as ordinary pages. Image alt text is in place across the store.
On a Shopify store the template is the unit of work. Fixing it once fixed it for every product, and it holds for products added later.
James helped us refine our website structure and SEO, ensuring the brand not only looked premium but performed properly in search. Since implementing his recommendations, we've seen improved visibility for our core suede product ranges and a noticeable uplift in organic traffic and enquiries.
