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Missive Digital

UK Cake Shop SEO: From Penalized to
£57K/Month in 6 Months

It wasn’t an easy SEO win. A penalty-recovery, redesign-in-progress, access-denied kind of project. However, the learning and our triumphs were totally worth it!

Year
2023

Industry
Baking (E-commerce)

Service
SEO + Content

The Mission

Grow organic traffic. Drive sales. Own local cake searches in the UK.

Impressions
+ 100 %
Organic Clicks
+ 50 %
New Ranking Keyword
20
The Challenges

The SEO Problems
We Walked Into

Penalized by Google and was trying to recover

Severe Keyword Cannibalization

No CRO or behavior-tracking tools

Over-optimized titles & meta descriptions

Indexing, pagination, and duplicate content issues

Hidden text & links causing Webmaster Guidelines nightmare

What We Did

How We Turned Chaos Into Rankings

Keyword Research & Clustering

The collection pages were live without considering the correct keywords for the respective pages. We performed thorough and detailed keyword research for all the collection pages.

Created Collection Pages

We created new, optimized collection pages, complete with high-intent keywords, commercial structure, SEO-first content, and CRO-ready layouts.

Resolved Keyword Cannibalization

We decided to kill the pages that were not relevant and optimized the blogs and category pages with the relevant information and queries.

Fixed the Technical Mess

After a thorough and detailed technical audit, we fixed glitches like indexing errors, pagination issues, broken links, site speed, canonicals, and more.

Created New Content

We planned content around buying moments (seasonal) and introduced a few blogs created by our editorial team (from idea to publication).

The Results

Organic impressions and clicks climbed steadily across key UK regions, while blogs that once delivered nothing began driving measurable sales. Despite B2C seasonality, SEO transformed into a reliable revenue channel, proving that when strategy, technical SEO, and content align, growth is inevitable.

Sales report showing case-study results
Increase in total revenue
100 %
New keywords ranked in top 3
30
Monthly visits from Google search
150 %
Increase in organic sessions
5 %

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