Pudding Fairy website redesign
Pudding Fairy website build
Pudding Fairy website redesign

The website migration and on-site SEO actions that led to four page 1 search rankings and an 18% enquiry increase

Key achievements:

  • 12% increase in site visitors
  • Increased direct website enquiries by 18%
  • Decreased homepage bounce rate by 6%
  • Four keyphrases ranking on page 1 search results
  • National newspaper coverage

The brief:

Pinks Vintage Ice Cream sell exactly that; scrumptious vintage ice cream and retro lollies. These ladies serve delicious ice cream from a vintage van or ice cream tricycle at weddings, parties and corporate events in London and the South East of England.

The Pinks Vintage website was built for them using a complicated web system and the company decided that they wanted to have it rebuilt on WordPress and achieve a level of control and autonomy in managing it. Two of their main concerns for the rebuild was the preservation (and ideally improvement) of their search engine rankings and ensuring the website was mobile-friendly.

Pinks Vintage Ice Cream were looking for a website design company experienced in SEO and able to handle the technical elements of a site migration; we were recommended to them.

The work:

Katy and Georgia knew that they wanted some structural changes to the website and that they’d like it visually freshened up. They chose their preferred design from three flat layout options. Early on in the project it became clear that domain ownership needed to be transferred, that the existing keyword research was weak and that a new hosting account was also required.

Included in our technical audit was an examination of the company Google Analytics data and the Google Search Console data. Our analysis determined that most of the search terms already bringing Pinks Vintage website visitors included their brand name which is less than ideal for traffic growth. So, we re-generated the list of target keyphrases to ensure we could properly optimise on-site. Pinks Vintage chose to handle their citations themselves and were happy for us to provide them with edited website copy that included their new target keywords.

Yoast SEO was installed for optimisation guidance, all altered or removed urls were redirected, microdata was implemented on the site and a new sitemap was generated and submitted via Google Search Console. A newsletter sign-up link was integrated and all existing blog posts were migrated. Georgia also wanted recommendations for a CRM system, so we provided this too.

The results:

Our SEO consultancy and actions resulted in Pinks Vintage Ice Cream regularly appearing on page 1 in Google for four target search terms. We also helped Georgia claim ownership of the company’s Google My Business listing.

Since the website migration, Pinks Vintage have seen a 12% year on year increase in site visitors, a 6% decrease in homepage bounce rate and users are spending longer on the website. The main benefit to company turnover however has been an 18% increase in website enquiries, plus additional phone enquiries (which are not currently tracked). With our help, Katy and Georgia were also highlighted in a Guardian Small Business feature.

When we asked Georgia for some feedback about our services she said “You over delivered. We have never dealt with anybody who delivered the work early!”. Of course, early doesn’t always happen, but it’s nice when our small marketing agency can achieve that.

“We needed assistance to improve our SEO and increase traffic to our website. Rachael and Meg helped redesign the website and made our website easier to find. A year later and we have seen a clear improvement on traffic to the website and even better more enquiries as a direct result!” – Georgia, Pinks Vintage Vintage Ice Cream
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